Chapter 29 Study Guide

Marketing Research Process:

1. Defining the Problem
2. Obtaining Data
3. Analyzing the Data
4. Recommending Solutions to the Problem
5. Applying the Results

Definitions:

Problem Definition

     Identification of a problem or research issue (ex. declining sales)

Primary Data
     Data being collected for the very first time

Secondary Data

     Data that has already been collected for research in another problem

Survey Method

     Information gathered from people through surveys and questionnaires

Sample

    Part of the population that is assumed to represent the whole population

Observation Method

     Actions of people are observed and recorded; provides better results than surveys

Point-of-sale Research

     Combines natural observation and interviews to get people to explain their buying behavior

Experimental Method

     Changing one or more marketing variables while keeping the others the same

Data Analysis

     Compiling, analyzing, and interpreting the results of primary and secondary data

Validity

     Questions must ask what was intended to be measured

Reliability

     Research techniques should produce almost exact results in repeated trials

Open-ended questions

     Asking the person taking the questionnaire to write their own response

Forced-choice questions

     Asking the person taking the questionnaire to chose a response from the ones provided

Ways Secondary Data is Collected:

1. Internet Sources
2. U.S. Government Sources
3. Consumer and Business Information Companies
4. Business and Trade Publications

Pros & Cons of Secondary Data...

Pros:

1. Obtained Easily 

Cons:

1. Not always available for the issue being studied
2. Not always accurate 

Ways Primary Data is Obtained:

1. Survey Method
2. Observation Method
3. Experimental Method

Types of Forced-choice Questions:

1. Yes/No (use when asking about one issue)
2. Multiple Choice (Give the person more than one option)
3. Rating Scale Questions (ex. Very satisfied... very unsatisfied)
4. Level of Agreement Questions (Assesses attitudes or opinions)

Other important notes....

* When writing a survey be sure to avoid any bias, and pretest to check for any errors

* Maintain an appealing visual appearance when forming a questionnaire

* Give a deadline for completion, and an explanation of the survey's purpose