Study Guide 2 - STUDY GUIDE for Exam2: Ch.6 Survey research...

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STUDY GUIDE for Exam2: Ch.6 Survey research – why, how, what and who of information - reasons we use survey research Types of errors –random and systematic Measurement and sample Random - chance variation Systematic Sample -Frame - wrong frame -Population - population wrong - Selection - wrong selection procedure Measurement -Interviewer - interactions affect respondents -Surrogate Info Error - basing decisions on wrong info, searching for wrong info -Response - question leads them to answer in certain way -Nonresponse - responders different from non responders -Measurement instrument - questionaire bias, careful design -Processing - error from quest to computer Main survey modes (self-person-computer- mixed)*** Self administered has alot of sample bias Computer has a lot of Self Selection Bias Advantages and disadvantages of different survey methods (telephone vs mall or online etc.)
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Telephone - most popular form of survey research, random digit dialing Mall - less expenxive than door to door, may be uncomfortable, hard to get good sample Door to Door - Immediate feedback, familiar comfortable secure env, very costly Self admin - No human involved Challenges in international marketing survey methods Ch.7 Online marketing research Concept of a cookie and its effect - text file placed on computer in order to identify user when he visits site Advantages and disadvantages of online focus group (Ex.7.4)*** Adv No geographic barriers Half the cost Can reach hard to reach markets increased openness No social pressure DisAdv Group dynamics Nonverbal inputs Exposure to external stimuli - ex prototypes Moderator cant use comm skills Subjective Security - dont know who is at other end
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Participants drift Advantages and disadvantages of online survey adv Rapid deployment Low Costs High response rates HArd to reach markets Simpified and enhanced panel management more personalized open and closed online panel—what difference does it make? Closed
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This note was uploaded on 02/17/2010 for the course UNKNOWN MKTG 3147 taught by Professor Sandeep during the Fall '09 term at University of Minnesota Duluth.

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Study Guide 2 - STUDY GUIDE for Exam2: Ch.6 Survey research...

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