Chapter 29 Study Guide
Vocabulary 29.1 :Problem- Occurs when a business clearly identifies a problem or research issue and the information that is necessary to solve it
Primary data- Is data obtained for the first time and used specifically for the particular problem or issue or under study
Secondary data- Is data that has already been collected for some purpose other than the current study.
Survey method- Is a research technique in which information is gathered from people through the use of surveys or questionnaires
Sample- is a part of the target population that is assumed to represent the entire population to get survey results
Observation Method- is a research technique in which the actions of people are watched and recorded either by cameras or observers
Point-of-sale Research- is a powerful form of research that combines natural observation with personal interviews to get people to explain buying behavior.
Experimental Method- is a 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- is the process of compiling, analyzing, and interpreting the results of primary and secondary data collected.
Vocabulary 29.2 :
Validity- existed when the question asked measure what was intended to be measured
Reliability- exists when a research technique produces nearly identical results in repeated trails
Open-Ended questions- asks respondents to construct their own response to a question. Ex; "How can we be better?"
Forced-Choice questions- asks respondents to choose answers from possibilities given on a
questionnaires.
Research Steps:
1.) Defining the Problem- The problem or research issue is identified and goals are set to solve problem.
2.) Obtaining Data- Researchers obtain data from primary and secondary sources
3.) Analyzing Data- Researchers compile,analyze, and interpret the data
4.) Recommending Solutions- Researches come up with potential solutions to the problem and present them in a report
5.) Applying the Results- The research results are put into action.
More points:
How secondary data is obtained- internal and external sources. Internet, U.S. government sources, consumer and business information companies, business and trade publications.
The Advantages- can be obtained easily because their are so many sources.
Disadvantages- existing data may not be suitable or available for the study, secondary information is sometimes inaccurate
How primary data is obtained- can be obtained through company research projects or commercial research organizations. Survey method, observation method, and experimental method.
Basic guidelines for writing questions- write each question clearly and briefly. Don't ask leading questions that would suggest a correct answer. Avoid bias.
Formatting- Use dark ink on light paper. Shade sections. Put section headings and number the questions. Put directions.
Administering the questionnaire- All mailed questionnaires should be sent first-class with a hand signed cover letter. The cover should explain the survey.
Questions Types:
- Yes/No Questions
- Multiple Choice Questions
- Rating Scale Questions
- Level of Agreement Questions
