Study Guide
Research Steps
- Defining the Problem
- Obtaining Data
- Analyzing the Data
- Recommending Solutions to the Problem
- Applying the Results
Other Points
Basic Guidelines to Writing Questions
- Written clearly and as briefly as possible
- Ranking questions or scale
- Don't ask leading questions and don't be bias
- 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
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
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