ch8+Primary+7.11

ch8+Primary+7.11 - Chapter 8 Data Collection: Primary Data...

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Chapter 8 Data Collection: Primary Data
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Figure 1: Choices when Collecting Primary Data Method of Administration Degree of Structure Degree of Disguise Method of Administration Degree of Structure Degree of Disguise Setting Communication Observation Structured Unstructured Structured Unstructured Disguised Undisguised Disguised Undisguised Personal Interview Telephone Interview Mail Questionnaire Natural Contrived Human Mechanical
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Figure 2: Structure and Disguise in Communication Methods Motivation Research Word Association Sentence Completion Story Telling Interviews Open-Ended Questions Typical Questionnaire (very frequently used) least used Structured Undisguised Unstructured Disguised
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Primary Data: Overview Types of Primary Data: Demographic / Socioeconomic Characteristics Psychological / Lifestyle Characteristics Attitudes / Opinions Awareness / Knowledge Intentions Motivation Behavior Qualities of Primary Data: Versatility Business logistics: speed and cost Data quality: objectivity and accuracy Two Classes of Primary Data Observation Communication
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Behavior Checklist Purchase Behavior What How Much How Where When Who Use Behavior
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Primary Communication Methods of Data Collection: Advantages and Disadvantages Advantages Disadvantages Mail * May be only method able to reach respondent * Sampling frame easily developed when mailing lists are available *Not subject to interviewer bias *Respondents work at their own pace *Assures anonymity of respondent *Wide distribution possible
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ch8+Primary+7.11 - Chapter 8 Data Collection: Primary Data...

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