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Marketing Research
 

Marketing Research

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Marketing 6621

Marketing 6621

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    Marketing Research Marketing Research Presentation Transcript

    • Creating Market ResearchSurveys/Questionnaires
    • Surveys/Questionnaires areone of two types ofmarket research Primary Research Secondary Research
    • Primary Research Experiments, investigations, or tests carried out to acquire data first-hand.
    • Primary Research • Interviews • Surveys • Questionnaires • Focus Groups
    • Secondary Research Secondary research is to analyze data that has already been published.
    • Questionnaire List of a research or survey questions asked to respondents, and designed to extract specific information.
    • Questionnaire Serves three basic purposes: 1. Collect the appropriate data 2. Make data comparable and amenable to analysis 3. Minimize bias in formulating decisions
    • Sample A sample is a group of people drawn at random from all those people who are in your chosen market.
    • Types of Questions Dichotomous Questions Likert Response Scale Semantic Differential Cumulative/Guttman Scale Filter/Contingency Questions
    • Dichotomous Questions A question has two possible responses. Surveys often use dichotomous questions that ask for Yes/No, True/False or Agree/Disagree response.
    • Likert Response Scale Survey questions that attempt to measure on an interval level.
    • Semantic Differential An interval question that is assessed by the respondent on a set of opposite adjective pairs
    • Cumulative/Guttman Scale Respondent checks each item with which they agree.
    • Filter/Contingency Questions Response to one question in order to determine if the respondents are qualified to answer a subsequent one.