☺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- Managers use the research report to make decisions about the marketing strategies in relation to the researched problem or issue.
Other Main Points:
- Pros of secondary data include that it is easily obtained and is readily available to view. The cons is that it may not be available for the problem under study. Additionally, it may be inaccurate. Researchers are encouraged to find free or low-cost secondary data to avoid the cost and time of collecting primary data.
- Good questionnaires have good validity and reliability.
- Different questions include yes/no questions, multiple choice, rating scale,and level of agreement.
Minor Points:
- Survey questions can be either open ended or forced choice.
- All surveys should have clear deadlines, should have an explanation of the purpose of the survey, and make sure the people taking the survey are unbiased.
- Secondary data is obtained by internet sources, U.S. Government sources, consumer and business information companies, and business and trade publications.
- Primary data is obtained through surveys and the observation method.
