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- The data will not be outdated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
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