ch7 - Descriptive Research Design: Survey and Observation...

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Descriptive Research Design: Survey and Observation Note: the chapter is available on TRACS Marketing Research MKT 3370
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Marketing Research Process Step 1: Problem Definition Step 2: Approach to the Problem Step 3: Research Design Step 4: Field Work Step 5: Data Preparation and Analysis Step 6: Report Preparation and Presentation
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Methods of Obtaining Quantitative Data in Descriptive Research Quantitative Descriptive  Research SURVEY Information Obtained  by Questioning Respondents OBSERVATION Information Obtained  by Observing Behavior or Phenomena (Figure 7.3)
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Questioning or Observation Consider degree of structure and degree of disguise Consider versatility, time and cost, data accuracy, and respondent convenience
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Evaluation of Formats STRUCTURED UNSTRUCTURED DISGUISED UNDISGUISED Easier to respond Frame of reference? Sensitive issues Difficult to interpret Easier to respond Frame of reference? Easier to interpret Fewer ethical issues Any response Difficult to analyze Sensitive issues Difficult to interpret Any response Difficult to analyze Easier to interpret Fewer ethical issues
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ch7 - Descriptive Research Design: Survey and Observation...

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