Study Guide Chapter 29

 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:

1. Yes/No Questions
2. Multiple Choice Questions
3. Rating Scale Questions
4. Level of Agreement Questions