Chapter 29 study guide

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 of study.

Secondary data- already been collected for some other purpose other than the current study.

Survey method- a research technique in which information is gathered from people through the use of surveys.

Sample- a part of the target population that is assumed to represent the entire population.

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

Point-of-sale research-  a powerful type of research that combines natural observation with personal interviews to get people to explain buying behavior.

Experimental method- 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- the process of compiling, analyzing, and interpreting the results of primary and secondary 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 the respondents to construct their own answer.

Forced choice questions- ask the respondent to choose answers from possibilities given.


Research steps:
Step 1- Defining the problem
Step 2- Obtaining data
Step 3- Analyzing the data
Step 4- Recommending solutions to a problem
Step 5- Applying the results


Other main 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.

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.


Minor points:
Multiple choice questions- gives the respondent multiple choices to choose from. always put and "other" category.

Rating scale questions- asking the respondent to rate a product. these can be very statistical or can also range from excellent to poor.

Level of agreement questions- writing statements based on attitudes or opinions. Strongly agree, agree, neutral, disagree and strongly disagree.