Unformatted text preview: 4. Open ended questions – allows respondent to express opinion 5. Dichotomous question – yes/no 6. Closed-ended/fixed alternative – predetermined choices 7. Scale questions – semantic differential, liker scale[1-5] 8. Demographic questions – details about personal/household characteristics used to segment 9. Sales forecast – total sales of a product that a firm expects to sell during a specificied time period. Assumes environment conditions, consumer preferences, competition. Top down, build up, direct, lost horse. Asking people who are likely to know something about future sales 10. Sampling – select representative elements from population 11. Statistical inference – drawing conclusions from data sample...
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- Fall '11
- Marketing, marketing actions, develop research plan, Collect relevant info, formal structured approaches