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Sem i objective 2.06 powerpoint
Sem i objective 2.06 powerpoint
Sem i objective 2.06 powerpoint
Sem i objective 2.06 powerpoint
Sem i objective 2.06 powerpoint
Sem i objective 2.06 powerpoint
Sem i objective 2.06 powerpoint
Sem i objective 2.06 powerpoint
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Sem i objective 2.06 powerpoint

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  • 1. 2.06Understand data-collectionmethods to evaluate theirappropriateness for theresearch problem/issue
  • 2.  Primary Data: Data obtained for the first time and used specifically for the particular problem or issue under study Secondary Data: Data that has already been collected for some purpose other than the current study Secondary data is less expensive to collect than primary data It is most effective for companies to decide what secondary data it will use before collecting primary data.
  • 3. Methods of collecting primary data1. Survey method – a research technique in which information isgathered from people through the use of surveys or questionnaires.Surveyors usually use a sample of the entire target population to getresults  Personal interview – involves questioning people face-to-face. Often conducted in central locations. Advantage: People are likely to respond. Disadvantage: Costly  Focus group interview- involves eight to twelve people who are brought together to evaluate a product, design, or strategy under the direction of a skilled moderator  Telephone interview – quick, efficient, and relatively inexpensive. Disadvantage: some people are unwilling to participate  Mail survey – relatively inexpensive way to reach a large audience. Respondents are generally honest and find this type of survey less intrusive. Disadvantage: return rate for mail surveys is only 10%.  Internet survey – includes wide-open polls, anybody-can-answer polls, invitation-only surveys, password protected research sites, and Internet – based panels.
  • 4. Methods of collecting primary data2. Observation method – a research technique inwhich the actions of people are watched andrecorded either by cameras or observers.  Mystery shopper – a researcher who poses as a customer  Point-of-sale research – a research technique that combines natural observation with personal interviews to get people to explain buying behavior3. Experimental method – a research technique inwhich a researcher observes the results of changingone or more marketing variables while keepingcertain other variables constant under controlledconditions. Often used to test new package designs,media usage, and new promotions.
  • 5. The Marketing Survey Businesses need valid and reliable data to make good decisions. Marketing researchers need to know how to construct survey instruments that provide the necessary information to assist in the decision-making process. Reliability – exists when a research technique produces nearly identical results in repeated trials. Validity- exists when the questions asked measure what was intended to be measured Questions can be either Open-ended or Forced-choice Open-ended questions ask respondents to construct their own response to a question. Example: “How can we serve you better?” Forced-choice questions ask respondents to choose answers from possibilities given. These are the simplest questions to write and the easiest to tabulate. Can be multiple-choice questions, rating or ranking scales, and level of agreement scales.
  • 6. The Marketing Survey Yes/No Questions: Only gives two options, should only be used when asking for a response on one issue. Multiple-choice Questions: Gives the respondent several choices, important that the options are made comprehensive enough to include every possible response. Usually includes an “other” option. Rating Scale Questions: Variety of questions used such as very satisfied to very dissatisfied, or excellent to poor. Level of Agreement Questions: Used to assess attitudes or opinions. Commonly used options: strongly agree (SA), agree (A), neutral (N), disagree (D), and strongly disagree (SD).
  • 7. Basic Guidelines for Writing Questions Should be written clearly Should be as brief as possible Do not ask leading questions which suggest a correct answer Avoid bias Avoid questions that might cause a respondent to guess at the meaning of your question. Pretest – allows for correction of any misleading questions, directions, or problems
  • 8. Formatting Surveys Need excellent visual appearance and design to appeal to respondents. Use dark ink on light paper (Contrast) Use type that is easy to read Shade sections for contrast Use arrows to lead the reader Use section headers or numbers on individual survey sections Number the questions Directions for completion must be clear Use a variety of question types (All answers should not be yes) Group demographic questions about gender, age, ethnic background, and education, etc. at the end of the questionnaire.

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