top-rated free essay

marketing research

By kasi8787 Nov 05, 2013 771 Words
Chapter #5

Section 1
Explain the meaning of the following terms:
1. Personality-Normal patterns of behavior exhibited by an individual; the attributes, traits, and mannerisms that distinguish one individual from another. 2. Attitude-An individual’s overall evaluation of something. 3. Awareness-insight into, or understanding of facts about, some object or phenomenon. 4. Intensions-Anticipated or planned future behavior.

5. Motive-A need, want, drive, wish, desire, impulse, or any inner state that energizes, activates, or moves and that directs behavior toward goals. 6. Communication Collection-
7. Observation Collection

Section #2
Answer the following questions:
1. List the seven kinds of primary data about individuals that interest marketers. (1)Behavior
(2)Demographic/Socioeconomic
(3)Personality/Lifestyle
(4)Attitudes
(5)Awareness/Knowledge
(6)Intentions
(7)Motivation

2. Describe the two basic means of obtaining primary data.
Observation and Communication
Observation: on involves scrutinizing the situation of interest and recording the relevant facts , action ,or behaviors . Communication: involve questioning respondents to secure the desired information using a data collection instrument called a questionnaire.

3. State the specific advantages of each method of data collection. In general, the communication method of data collection has the advantages of versatility ,speed ,and cost ,whereas observation data are typically more objective and accurate.

4. List the important considerations in the use of
Observational methods of data collection. Observational data may be gathered using structured or unstructured methods that are either disguised or undisguised . The observations may be made in a contrived or a natural setting and may be a human or an electrical observer.

5. Cite the main reason researchers may choose to disguise the presence of an observer in a study. Most often, an observer presence is disguised in order to control the tendency of people to behave different when they know their actions are being watched.

6. Explain the advantages and disadvantages of conducting an observational experiment in a laboratory setting. The advantage of a laboratory environment is that researchers are better able to control outside influences that might affect the observed behavior. The disadvantage of the laboratory setting is that the contrived setting itself may cause differences in behavior. A contrived setting ,however ,usually speeds the data collection process ,results in lower cost research ,and allows the use of more objective measurements. Chapter #6

Section 1
Explain the meaning of the following terms:
1. Fixed alternative question (closed ended)
2. Open ended questions
3. Personal Interview
4. Mall intercept
5. Telephone interview
6. Mail questionnaire
7. Internet based questionnaire

Section #2
Answer the following questions:
1. Explain the concept of structure as it relates to questionnaires. The degree of structure in a questionnaire is the degree of standardization imposed on it. In a highly structure questionnaire to be asked and the reponses permitted by the subjects are completely predetermined . in a questionnaire with less structure , the response categories are not provided ; sometimes even the questions can vary. 2. What are the advantages and disadvantages of using a highly structured questionnaire?

3. What are the four main methods of collecting data using a questionnaire?

4. Use exhibit 6.5 to help you create a chart to show the main advantages and disadvantages of each of the four methods. (1) Personal Interviews
Advantage: Ability to secure correct respondent
Response rate
Ability to probe for detailed answers
Ability to handle complex information
Ability to clarify questions
Amount of information obtained
Flexibility of questions sequencing
Ability to show visual displays
Disadvantage:
Protection from interviewer bias
Ability to abtain personal information
Ability to offer anonymity
Time requirements
Quality control requirements

(2) Telephone Interviews
Advantage:
Ability to secure list of population members
Ability to secure correct respondent
Ability to probe for detailed answers
Ability to clarify questions
Flexibility of questions sequencing
Computer suooort
Time requirements

Disadvantage:
Ability to handle complex information
Amount of information obtained
Protection from interviewer bias
Ability to show visual displays
Ability to abtain personal information
Ability to offer anonymity
Quality control requirements
Cost requirements
(3) Mail Questionnaires
Advantage:
Ability to secure list of population members
Protection from interviewer bias
Ability to show visual displays
Ability to abtain personal information
Ability to offer anonymity
Quality control requirements
Cost requirements

Disadvantage:
Ability to secure correct respondent
Ability to probe for detailed answers
Ability to handle complex information
Ability to clarify questions
Flexibility of questions sequencing
Computer support
Time requirements

(4)Internet-based Questionnaires
Advantage:
Protection from interviewer bias
Ability to show visual displays
Quality control requirements
Cost requirements
Ability to handle complex information
Flexibility of questions sequencing
Computer support
Time requirements

Disadvantage:
Ability to secure list of population members
Ability to secure correct respondent
Ability to probe for detailed answers
Ability to clarify questions
5. What are the strongest reasons for a researcher to choose to use an Internet-based questionnaire? Internet-based Questionnaires: Is a questionnaire that relies on the Internet for completion.

Cite This Document

Related Documents

  • KELLOGG’S AND THE MARKETING MIX

    ...Vietnam national University International University BUSSINESS GAME  A KELLOGG’S CASE STUDY: KELLOGG’S AND THE MARKETING MIX GROUP 4: Huỳnh Thảo Tài……………………… BABAIU11259 Võ Ánh Linh…………………………. BABAIU11207 Phạm Khánh Trâm…………………… BABAIU11 Thy…………...

    Read More
  • ”Positionality and How This May Impact on Any Research You Undertake”

    ...”Positionality and how this may impact on any research you undertake” ABSTRACT The following essay discuss the concept of positionality and how this may impact on any research one undertake. I have try to discuss all different concepts of Positionality and critically review…as I have try to explain that how they all are interrelate...

    Read More
  • Marketing Research Technique and steps for research design for cellphone

    ... There are a number of specific marketing research techniques that may be employed to research consumer satisfaction. A handphone manufacturer you are advising on marketing research is concerned to find out whether their customers were satisfied with their products. a) Advise which research technique and justify why this recommended. ...

    Read More
  • Marketing Concept - Britvic

    ...Question 1 Identify three key characteristics of the marketing concept. ‘Marketing concept is a philosophy that an organisation should try to provide products and services that satisfy customer’s needs through a coordinated set of activities that also allows the organisation to achieve its goals’ (Dibb, 2012:18). According to marketing ...

    Read More
  • International Marketing Research Challenges

    ...Title – International Marketing Research Challenges INTRODUCTION Due to global financial issues in the recent months, consumer confidence is low in the more developed markets such as Japan, the US and Europe (AFP, 2012). Therefore developing markets, such as the Australian market, are looking towards emerging markets where the markets have...

    Read More
  • D2 - Recommendations for improving the validity of the primary marketing research

    ...Recommendations for improving the validity of the primary marketing research, used to contribute to the development of a new soft drink product’s marketing plan Questionnaires are the most popular method of extracting information from people. They are usually conducted by post, telephone or in person, now commonly on the internet. Questionn...

    Read More
  • Purposes of Marketing Research

    ...Q:Purpose of marketing research? Answer 1)What is the purpose of marketing research Marketing research can help a business do one or more of the following: Gain a more detailed understanding of consumers' needs - marketing research can help firms to discover consumers' opinions on a huge range of issues, e.g., views on products' prices, pack...

    Read More
  • Marketing Research

    ...Marketing Marketing Research EXTRA SLIDES Databases Internal Databases • Collected and related information developed from data already in the firm External Databases • Outside sources of secondary information Haskayne Library has over 50 business research databases • Ex: ABI Inform, Lexis Nexis Secondary Data - A R...

    Read More

Discover the Best Free Essays on StudyMode

Conquer writer's block once and for all.

High Quality Essays

Our library contains thousands of carefully selected free research papers and essays.

Popular Topics

No matter the topic you're researching, chances are we have it covered.