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Marketing Research
The process of planning, collecting, and analyzing data relevant to a marketing decision.
Marketing Research
Collect Data
Secondary Data
News Media
Quality-Dont know who gathered it and how the data was gotten
Accuracy of data may pose a problem-Dont know age of the info and how biased the survey was
Primary Data
Information
ALWAYS
Expensive Quality declines if interviews are lengthy Reluctance to participate in lengthy interviews
Survey Research
The most popular technique for gathering primary data in which a researcher interacts with people to obtain facts, opinions, and attitudes.
Internet surveys
Mail Surveys Focus Groups7-10 people who participate in a group discussion led by a moderator
Telephone Interviews
An interview question that asks Closed-Ended the respondent to make a selection Question from a limited list of responses.
ScaledResponse Question
Observation Research
A research method that does not involve personal interaction between interviewer and subject.
Observation Research
People Watching People
Mystery Shoppers
Audits
Traffic Counters
Advantages
1. Eliminates bias from the interviewing process 2. Does not relay on the respondent's willingness to provide data
TYPES OF DATA
Concept Check
1. What is the difference between secondary and primary data? A: Secondary data are facts and figures that have already been recorded before the project at hand, whereas primary data are facts and figures that are newly collected for the project.
Concept Check