Tolston
NAME__________________________
2.06 Notes: Data-collection methods
Primary Data: _____________________________________________________________________________________
______________________________________________________________________________________________
Secondary Data: ___________________________________________________________________________________
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Secondary data is ______ ___________________ to collect than primary data.
It is most ___________________ for companies to decide what __________________ data it will use _______________ collecting __________________ data.
_________________ of collecting primary data
1. Survey method – _____________________________________________________________________________
___________________________________________________________________________________________
___________________________________________________________________. Surveyors usually use a ______________ of the entire target population to get results.
a. Personal interview – involves ____________________ people __________________________. Often conducted in ________________
__________________________.
Advantage: People are likely to ____________. Disadvantage: _________
b. Focus group interview- involves _____________ people who are brought together to __________________ a product, design, or strategy under the direction of a skilled moderator
c. Telephone interview – ___________, ________________, and relatively _____________________.
Disadvantage: some people are ______________________ to participate
d. Mail survey – relatively __________________ way to reach a _________ _______________.
Advantage: Respondents are generally ____________ and find this type of survey less intrusive.
Disadvantage: ___________ ________ for mail surveys is only ________.
e. Internet survey – includes ________________ polls, anybody-can-answer polls, _________________________ surveys, password ______________ research sites, and Internet – based ____________.
2. Observation method – ______________________________________________________________________
_______________________________________________________________________________________
a. Mystery shopper – a researcher who ________ as a ______________
b. Point-of-sale research – a research technique that _______________ natural __________________ with personal __________________ to get people to explain buying behavior
3. Experimental method – ________________________________________________________________________
_______________________________________________________________________________________
_________________________________________________________________. Often used to test new package designs, media usage, and new promotions.
The Marketing Survey
Businesses need ___________ and _____________ _________ to make good decisions.
Marketing researchers need to know how to __________________ survey instruments that provide the necessary ____________________ to assist in the decision-making process.
______________________ – exists when a research technique produces nearly identical results in repeated trials.
______________________- exists when the questions asked measure what was intended to be measured
Questions can be either Open-ended or Forced-choice:
Open-ended questions _______ respondents to __________________ their own __________________ to a question.
Example: “How can we serve you better?”
Forced-choice questions _______ respondents to ________________ answers from possibilities given. These are the _________________ questions to write and the _______________ to _______________.
Can be multiple-choice questions, rating or ranking scales, and level of agreement scales.
Yes/No Questions: Only gives ___________ options, should only be used when asking for a response on ______ ______________.
Multiple-choice Questions: Gives the respondent ________________ choices, important that the options are made comprehensive enough to include _________ ______________ ______________. Usually includes an “_________” option.
Rating Scale Questions: Variety of questions used such as very satisfied to very dissatisfied, or _________________ to ___________.
Level of Agreement Questions: Used to assess ________________ or _______________. Commonly used options: strongly agree (SA), agree (A), neutral (N), disagree (D), and strongly disagree (SD).
Writing Questions Basic Guidelines
1. ___________________________________________________________________________________________
2. ___________________________________________________________________________________________
3. ___________________________________________________________________________________________
4. ___________________________________________________________________________________________
5. ___________________________________________________________________________________________
6. ___________________________________________________________________________________________
Formatting
▪ Need excellent visual _______________ and design to _______________ to respondents.
▪ Use _______ ink on ________ paper (Contrast)
▪ Use type that is _________________________
▪ _____________________ for contrast
▪ _____________________ to lead the reader
▪ Use section ____________ or _________________ on individual survey __________
▪ _______________________________________
▪ _________________ for completion must be ___________
▪ Use a ______________________________ types (All answers should not be yes)
▪ Group ________________________ _________________ about gender, age, ethnic background, and education, etc. ____ _____ _______ of the questionnaire.
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