Chapter 29 Study Guide

Vocabulary:

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 or issue under study (Survey Method, Observation Method, The Experimental Method)

Secondary Data- already been collected for some purpose other than the current study (Internet Sources, U.S. Government Sources, Consumer and Business Information Companies, Business and Trade Publication)

Survey Method- a research technique in which information is gathered from people through the use of surveys or questionnaires

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

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

Point-of-Sale Research- powerful form of research that combines natural observation with personal interviews to get people to explain buying behavior

Experimental Method- 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

Validity- exsits when the questions asked measure what was intnded to be measured

Reliability- exists when a research technique produces nearly identical results in repeated trials

Open-Ended Questions- ask respondents to construct their own response to a question; for example, "How can we serve you better?"

Forced-Choice Questions- ask respondents to choose answers from possibilities given on a questionnaire, simplist question to write and easist to tabulate

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Research Steps: 

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

Other Points: 

Basic Guidelines to Writing Questions- 

1. Written clearly and as briefly as possible 
2. Ranking questions or scale 
3. Don't ask leading questions and don't be bias
4. Avoid "guessing" questions

Formatting- 

• Must have excellent visual appearance
• Dark Ink (usually black)- Easy to Read
• Headings and or numbers on individual sections of a survey
• More than one page- button at the bottom indicating there's another page
• Directions must be clear
• General Demographic Questions (gender, age, ethnic background, education, etc.)

Administering the Questionnaire-

• Deadlines
• Personalized
• Cover should explain the purpose
• Paid postage envelope should be paid for the return of the survey

Computer Techniques-

• Information can be stored, sorted and used to improve processes in the future