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Marketing Research

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Marketing 6621

Marketing 6621


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