Ch 29 Study Guide

Study Guide

Research Steps 

1. Defining the Problem
2. Obtaining Data
3. Analyzing the Data
4. Recommending Solutions to the Problem
5. Applying the Results

Other Points 

Basic Guidelines to Writing Questions 

1. Written clearly and as briefly as possible 
2. Ranking questions or scale 
3. Don't ask leading questions and don't be bias
4. Avoid "guessing" questions

Formatting

• Must have excellent visual appearance
• Dark Ink (usually black)- Easy to Read
• Headings and or numbers on individual sections of a survey
• More than one page- button at the bottom indicating there's another page

Administering the Questionnaire

• Deadline
• Personal
• explain the purpose

Vocab

Problem Definition- occurs when a business clearly identifies a problem or research issue and the information that is 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- 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- part of a target population that is assumed to represent the entire population

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

Point-of-Sale Research- 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 

Data Analysis- the process of compiling, analyzing, and interpreting the results of primary and secondary data collection

Validity- exists when the questions asked measure what was intended to be measured

Reliability- exists when a research technique produces nearly identical results in repeated trials

Open-Ended Questions- ask respondents to construct their own response to a question; for example, "How can we serve you better?"

Forced-Choice Questions- ask respondents to choose answers from possibilities given on a questionnaire

BRUINS PLAYER BELESKEY TO DONATE & DELIVER THANKSGIVING PIES

Bruins forward Matt Beleskey will  deliver $2,000 worth of pies to many shelters and charitable organizations throughout Boston for Thanksgiving on Sunday, November 20. 
The 400 pies will be purchased from Mike's Pastry in Boston's North End. 
Pine Street Inn, Rosie's Place, and  Home for Little Wanderers are some of the charitable organizations and shelters that will be receiving pies. 
Other Bruins players will also make additional deliveries on Wednesday, November 23.
This is a great way for the Bruins to give back to the community. 

https://www.nhl.com/bruins/news/boston-bruins-week-ahead-1118-1124/c-283867604

Flex Block Survey

Survey Link

ch 28 assessment

1) While they are being interviewed, the interview can assure the consumer that the marketing research they are conducting is certified  to be secure. They could mention such things as the government endorses their research and their databases are secure and very hard to get into. This would increase the sense of security so then they'd be more likely to answer the survey truthfully. They could also be anonymous to hide their identity.

2) Yes it is. This way constituents of the states can be more aware of the information they are giving out. Sometimes, many people are confused and it thus causes a whole bunch of worries and woes in the persons mind about the information they provided. Product research can also be constrained and be made more secure by the government.

3) Some marketing research that can be done is finding out the demographics of the town the car wash is going to be. If you know the average income of the town then you can better know what a good amount to charge would be. If your in a poor neighborhood then charging a high amount for a simple car wash would be silly.

4) Because a consumers attitude and lifestyle will determine what products they want and need in their life. Thus marketing researchers need to know these things to better design a product so it sells to their intended audience.