Wednesday, November 30, 2016

Chapter 29 Study Guide

Chapter 29.1 Vocabulary

Problem Definition: A business clearly identifies a problem or research issue and the information necessary to solve it

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

Survey Method: A research technique in which information is gathered from people through the use of surveys or questionnaires

Sample: A part of the target population that is assumed to present the entire population

Observation Method: A research technique in which the actions of people are watched and recorded either by cameras or observers

Point-of-Scale Research: A powerful form of research that combines natural observation with personal interviews to get people to explain buying behavior

Experimental Method: Research technique in which a researcher observes the results of changing one or more marketing variables while keeping certain other variables constant under controlled conditions
Data Analysis: The process of compiling, analyzing, and interpreting the results of primary and secondary data collection

Chapter 29.2 Vocabulary

Validity: The questions asked in a questionnaire measure what was intended to be measured

Reliability: A research technique that produces nearly identical results in repeated trials
Open-Ended Questions: Questions that require more than a yes or no answer; survey questions that ask respondents to construct their own response

Forced-Choice Questions: Survey questions that ask respondents to choose answers from possibilities given on a questionnaire

Research Process Steps

Step 1: Defining the Problem

Step 2: Obtaining Data
                  Secondary Data
                  Primary Data
                  Experimental and Observation Methods

Step 3: Analyzing the Data

Step 4: Recommending Solutions to the Problem

Step 5: Applying the Results

Pros and Cons of Primary and Secondary Data

Primary Data Pros:
  • All information obtained will be suitable for the problem at hand
  • The data will not be outdated

Primary Data Cons:
  • Much more costly to find primary data than to use previously established secondary data that is often free/low cost

Secondary Data Pros: 
  • Can be obtained easily because the data is already either on the Internet, in corporate,                public, and college libraries, or for purchase from syndicated services
  • Free and low cost alternative to primary data
  • Many types of nationwide data are available though the US Bureau of the Census

Secondary Data Cons:
  • Existing data may not be suitable or available for the problem under study
  • It may also sometimes be inaccurate

Question Formatting

All research questionnaires should be both valid (measure what is intended to be measured) and reliable (providing identical results with repeated trials). 
Questions should be clear and easily understood, ask the same information of all respondents

To succeed, questionnaires should follow these guidelines to be properly formatted, written, and administered:
  • Questions could be either "open ended" or "forced choice" 
  • Should include a variety of questions types
    • Yes/No
    • Multiple Choice Questions
    • Rating Scale Questions
    • Level of Agreement Questions
  • Each questions should be written as briefly and clearly as possible
  • Use same ranking or rating scale for similar questions
  • Do not use "leading" questions and avoid any bias, encouraging one outcome over the others
  • Avoid questions where the meaning is unclear
  • Questionnaires should have excellent appearance and design
    • Dark ink on light paper is easy to read
    • Shading sections for contrast and using arrows to direct the reader
    • Section headings and numbers should be placed on individual survey sections
    • Numbers should be placed on all questions
    • Directions for completing the questionnaire must be clear
    • Demographic questions are generally grouped at the end of the questionnaire
  • All surveys should have deadlines for completion
  • Mailed questionnaire should be sent first class with a signed cover letter with a clearly identified purpose
  • Brief explanation placed on the survey itself
  • In person interview selection process should be non-biased, polite, and businesslike

Reasons for Specific Types of Questions

Open-Ended: Provide a wide range responses

Forced-Choice: Simplest questions to write and the easiest to tabulate

Yes/No: Giving the respondent only two options, they should be used only for referring to one specific issue, most often used as filter questions to guide respondents to only questions that apply to them

Multiple Choice: Are mutually exclusive and all encompassing

Level of Agreement: Reflecting the attitudes and opinions of the respondent


Tuesday, November 22, 2016

Thanksgiving Themed Event

Plymouth Plantation

Plimouth Plantation near Boston MA - photo courtesy of Muns via Wikipedia

http://www.boston-discovery-guide.com/thanksgiving-events-in-boston.html

On Thanksgiving you can visit the site were the first one took place at Plymouth Plantation. You can see the Pilgrim Monument and board a reproduction on the Mayflower.
Also, the Plymouth Plantation closes for the winter the Sunday after Thanksgiving so it's your last chance to visit until the spring.