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.

Starbucks Holiday Season Sweepstakes

This holiday season Starbucks is having a food giveaway sweepstakes. This sweepstakes is called "Starbucks for life" and is available to those who sign up for their rewards program. Five rewards members will win this season and the prize is one free beverage and food item everyday for the next 30 years. The way a member can win the sweepstakes is the more drinks the buy at Starbucks the more points they will get and every time they buy something they are given a code to play a game online and at the end of the game they are notified if they won or not.

Flex block survey

Flex block survey

Chapter 28

Chapter 28 Assessment

Survey Conclusion

What I can conclude after seeing the results of my survey is that most students last school event they went to was the football game or some other sporting event. The results also showed that 30% of the people who took the survey have been to 4 or more school drama productions.40%  of the people who took my survey said the most effective way to get peoples attention about school events is announcements. No one who voted said a twitter page is the best way to get information out about an event. What could make my survey more effective towards my goal is maybe ask a question about if people are involved with the drama club and another question about why people go to school plays, are they actually interested or are they going for extra credit in a class? The number of responses I got was 15. 

Drama Club Survey

Drama club survey

Helping RMHS

The goal my group came up with was to help support the drama club. We would do this by during flex block show a scene from the current show. By doing this students would be intrigued to see more and want to pay to go see the show. We also would have people from the drama club walk around lunch and try to see tickets to get people interested. Lastly we would put up flyers to try to market the shows and if kids bought tickets at lunch they would get them at a discounted rate. Or purpose of getting more people to go to the drama productions is that they are just as important as the big sports games and the people in the shows work very hard so as a school we should support them more.