Chapter_020 cont

Chapter_020 cont - Step 4 Determine Data Sources •...

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Unformatted text preview: Step 4: Determine Data Sources • Secondary data sources . . . accessing data through sources such as the Internet, library, internal data warehouses, syndicated studies, etc. • Primary data sources . . . obtaining data specifically for current research problems through methods such as the telephone, Internet, mail, face-to-face interviews, or observation. Step 5: Sampling Design and Sample Size • Identify the relevant target population. • Develop a probability or non-probability sampling plan. • Determine the sample size. Step 6. Measurement and Scaling • What information is needed? • How will the information be measured? • How accurate will the information be? Step 7: Design and Pretest Questionnaire Major issues . . . o Question type o Sequence & format o Pretest • Design of the data collection form is critical because bad questionnaires produce inaccurate data. S tep 8 . C o le c t and p repa re da ta S tep 9 . A na ly ze da ta S tep 10 . In te rp re t da ta to c rea te know ledge Phase III. Execute the Research Design Step 8:...
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This note was uploaded on 01/18/2012 for the course MKTG 4100 taught by Professor Armentashchian during the Spring '12 term at Kennesaw.

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Chapter_020 cont - Step 4 Determine Data Sources •...

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