part 17.docx - ‫‪Marketing Research‬‬ ‫‪(CH.6 Descriptive Research Design Survey and‬‬ �)‪Observation‬‬ �)‪(PART 16 – Last

part 17.docx - ‫‪Marketing Research‬‬ ‫‪(CH.6...

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Marketing Research (CH.6: Descriptive Research Design: Survey and Observation) ) PART 16 – Last Part ( : - ماما يزيلجنا ةراجت ةيلك ةروصنملا ةعماج عرف ينبم 3 - ايرتيفاك راوجب new look . : - حملم لحم نيب لصافلا رمملا ءلجلا ةباوب عرف . ميرد ةبتكم ماما روطعلل لياصأو : ت 01017199094
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1 Marketing Research ) Lecture 22 ( What we are going to discuss in this part is : 1 . Survey Methods . 2 . Survey Methods Classified by Mode of Administration . 3 . Observation Methods . 4 . Structure and directness . 1 . Survey Methods . Survey method : A structured questionnaire given to a sample of a population and designed to elicit specific information from respondents . In survey method, respondents are asked a variety of questions regarding their behavior , intentions , attitudes , awareness , motivations , and demographic and lifestyle characteristics . These questions may be asked verbally , in writing , or via computer , and the responses may be obtained in any of these forms . Typically, the questioning is structured . Structured here refers to the degree of standardization imposed on the data collection process . Structured data collection : a formal questionnaire is prepared and the questions are asked in a prearranged order; thus the process is also direct . Whether research is classified as direct or indirect is based on whether the true purpose is known to the respondents . In a typical questionnaire, most questions are fixed-alternative questions that require the respondent to select from a predetermined set of responses . Example : The survey approach is by far the most common method of primary data FDR POWER BOOKSHOP GENIUS TEAM
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2 collection in marketing research . Advantages of survey method : 1 . The questionnaire is simple to administer . 2 . The data obtained are reliable because the responses are limited to the alternatives stated . 3 . Coding, analysis, and interpretation of data are relatively simple . Disadvantages of survey method : 1 . Respondents may be unable or unwilling to provide the desired information . 2 . Structured questions and fixed-response alternatives may result in loss of validity for certain types of data such as beliefs and feelings . 3 . Wording questions properly is not easy . 2 . Survey Methods Classified by Mode of Administration . Of these methods, telephone interviews are the most popular, followed by personal interviews and mail surveys . ) 1 ( Telephone Methods : Telephone interviews can be typed as : a. traditional. And b. computer assisted . FDR POWER BOOKSHOP GENIUS TEAM
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3 ) A) Traditional Telephone Interviews : Traditional telephone interviews involve phoning a sample of respondents and asking them a series of questions .
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