Chapter 29 Study Guide

Vocabulary 29.1

Problem definition- A business clearly identifies a problem or research issue and the informal 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- Data that have already been collected for some purpose other then the current study.

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

Sample- A part of 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-scale research- A powerful form of research that combines natural observations 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 data collection.

Vocabulary 29.2

• Validity- Exists when the questions asked measure what was intended to be measured.

• Reliability- A researchers technique that produces nearly identical results in repeated trials.

• Open-ended questions- Asks respondents to construct their own response to a question. 

• Forced-choice questions- Asks respondent to choose answers in different possibilities given on a question air.

Research Process Steps

Step1: identify and develop your topic

Step 2: do a preliminary search for information 

Step3: locate materials

Step 4: evaluate your sources

Step 5: make notes

Step6: Write your paper

Step 7: Site your sources

Step 8: Review work

Pros and cons of Primary and Secondary data

Pros of secondary data

• Obtained without cost

• Good review of a market

• Based on actual sale items or on research of large samples

Cons of secondary data

• Data may not be updated that regularly 

• This research is not what researchers prefers or tailored to their own needs

• Very expensive to buy reports on different marketplaces

Pros or primary data

• Can chase questions to your research objective

• It's the latest info from the marketplace

• It can asses the psychology from the customer

Cons of primary data

• Expensive can be 10,000+ in each survey

• Interviewers and questionnaire are at risk

• This research may only be usable if it is comparable to the back data 

Question Formatting

Open ended questions: This asked the respondents to create their own answer to the question.

Close ended questions: This asked the respondents to pick from a list of  answers and pick from them.

Yes and no questions: These are simple questions that get straight to it instead of sitting their picking through options

Short answer questions: These give you the opportunity to give your own opinion on a question or topic. These questions are the ones that are considered the most as they may give you ideas to make something better.

Multiple choice: These questions gives you multiple choices answering a question and may make it easier for some people.

Reasons for specific types of questions

These specific types of questions are all different questions and different ways of answering them to give you different options and ways of answering. Having different types of questions make a survey better and more effective for results where you can see different percentages for the answers.