MKT310 ch8 - Telephone Internet advantages 1. Fast. 2....

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page 221 1.2.3.4.5 1. look at figure 8-1 (a) what kind of questions are these? (b) what difficulties might you have in tabulating answers to the questions about the movie title? (c) how might you address these problems? (a) it is about movie’s titles (b) I think it is ok to answer those questions. I am not professional about the movie. (c) maybe I should learn more knowledge about movie. 2. (a) why might a marketing researcher perfer to use secondary data rather than primary data in a study? (b) why might the reverse be true? (a) 1. the tremendous time savings if the data have already been collected and published or exist internally and 2. the low cost, such as free or inexpensive census reports. (b) for the secondary, it maybe out of the date. So the reverse might be true. 3. Suppose your dean of admissions is considering surveying high school seniors about their perceptions of your school to design better informational brochures for them. What are the advantages and disadvantages of doing (a) telephone interviews and (b) an internet survey of seniors who have requested information on the school?
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Unformatted text preview: Telephone Internet advantages 1. Fast. 2. Direct. Elaborate the questions 1. convinient. cheap 2. more accurate, have time to think disadvantages 1.Nees more people 2.lack time to think 3. more expensive 1.Need more money to design. 2. anonymity 4.Nielsen Media Research obtains ratings of local TV stations in small markets by having households fill out diary questionnaires. these give information on (a) who is watching TV and (b) what program. What are the limitation of this questionnaire method? The limitation of this questionnaire method are a. local family b. local channel 5.the format in which information is presented is often vital. (a) if you were a harried marketing manager and queried your information system, would you rather see the results in tables or charts and graphs? (b) what are one or two strengths and weaknesses of each format? table chart graph strengths accurate clearly See the tendency weaknesses Not vivid Not accurate Not accurate No direct number MKT310CH8 NAME: YUE GAO ID: 7638...
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MKT310 ch8 - Telephone Internet advantages 1. Fast. 2....

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