8.__Research_Quant____worksheet

8.__Research_Quant____worksheet - 8. Resear ch...

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Unformatted text preview: 8. Resear ch -Quantitative P r ofessor Br ian Wansink CORNELL Wansink 20051 Step 1. Look for Secondary Data A. Internal (Company) Sources B. External Sources CORNELL Wansink 20052 Step 2. Collect Primary Data (Part I) A. Qualitative Data 1. Interviews One-on-one (Laddering) Inside Sources 2. Focus Groups CORNELL Wansink 20053 Step 2. Collect Primary Data (Part II) A. Quantitative Data 1. Surveys Telephone Mail Cost of Marketing Research -Focus Groups (2 of them) -Laddering Interviews (10) -Telephone (300) -Mailed Questionnaire (300) -Mall Intercept (300) $________ $________ $________ $________ $________ 2. Experiments CORNELL Wansink 20054 In Summary . . . Use Multiple Research Tools Triangulate More Tools = More Accuracy CORNELL Wansink 20055 ...
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This note was uploaded on 09/23/2009 for the course AEM 3440 taught by Professor Wansink,b. during the Fall '07 term at Cornell University (Engineering School).

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8.__Research_Quant____worksheet - 8. Resear ch...

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