Chapter 29 study guide
Primary Data
data obtained for the first time and used specifically for the particular problem or issue under study
Secondary Data
has already been collected for some purpose other than the current study and is less expensive
Sample
a part of the target population that is assumed to represent the entire population
Survey Method
research technique where info is gathered from people through the use of surveys.
Problem definition
occurs when a business clearly identifies a problem or research an issue and info that is necessary to solve it
Observation method
researched technique in which the actions of people are watched and recorded
Point of sale research
form of research that combines natural observation with personal interviews to get people to explain buying behavior
Experimental method
where the researcher observes the results of changing one or more marketing variables while keeping certain other variables constant under controlled conditions
Data analysis
process of compiling, analyzing, and interpreting the results of primary and secondary data collection
Validity
exists when the questions asked measure what was intended to be measured
Open ended questions
asks respondents to construct their own response
Forced choice questions
asks respondents to choose from possibilities given
Primary Data Pros:
Can be trusted because you obtained it.
Cons:
Data you obtained could be bad
Secondary Data Pros:
Easy to get and cheaper
Cons:
Possibly not accurate
Research Process steps:
1. Problem definition
2. Development of an approach to the problem
3. Research design
4. Data Collection
5. Data analysis
6. Presentation
