Study Notes

Study Notes - M303 - MARKETING RESEARCH, SPRING SEMESTER,...

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M303 - MARKETING RESEARCH, SPRING SEMESTER, 2010 1 p.m., 2:30 p.m., 4 p.m., and 5:30 p.m., Classes - Peter Perreault CHAPTER 7 - SURVEY RESEARCH Learning Outcomes: After studying this chapter, you should be able to: 1. Define surveys and describe the type of information that may be gathered in a survey. 2. Explain the advantages and disadvantages of surveys. 3. Identify sources of error in survey research. 4. Summarize the ways researchers gather information through personal interviews. 5. Know the advantages and disadvantages of conducting surveys using personal interviews via door-to-door, mall intercept (high traffic location), landline telephone, mobile-phone interviews, or web/online surveys. 6. Appreciate the importance of pretesting questionnaires. 7. Describe ethical issues that arise in survey research. I. Primary Data Collection Overview A. Purpose need to obtain new information for the conclusive decision-making situation at hand B. Three Methods for Primary Data Collection 1. Survey = Research method for collecting primary data in which the data is obtained by communicating with people * Research method for collecting primary data in which the data is obtained by communicating with people Survey - ask about something * Sample Survey = a more formal term for a survey * Census Survey [nib] 2. Observation - watch something [see Chapter 8] 3. Experiment - manipulate something [see Chapter 9] M303 -- Chapter 7 Study Guide - Page 1
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II. Roles in Survey Research A. Research Client - the person needing the information for decision-making purposes B. Research Provider - the person who develops the survey research study - Communications method - Location / time - Instructions - Questionnaire C. Interviewer or Field Worker - the person who may administer the questionnaire and / or record the Respondent = s answers; some survey communications methods do not use an interviewer or field worker D. Respondent - the person who provides verbal answers an Interviewer’s verbal questions or provides written answers to written questions III. Survey Research Methods * Z&B’s Different Ways Survey Approaches * Interactive Survey Approaches = communication that allows spontaneous two-way interaction between the interviewer and the respondent * Noninteractive Survey Approaches = two-way communication by which respondents give answers to static questions - M303 Classification of Survey Research Methods {Note: this classification framework differs slightly from Z&B’s Different Ways - Communication Medium (vehicle or means for conducting the interview) * E.g., in-person, telephone, mail, etc. - Presence or Absence of Interviewer
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This note was uploaded on 01/27/2011 for the course BUS-M 303 taught by Professor Perrault during the Spring '10 term at Indiana.

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Study Notes - M303 - MARKETING RESEARCH, SPRING SEMESTER,...

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