Marketing Final Exam

Are information that is collected for the first time

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Unformatted text preview: d, and (3) possible poor quality of the data. PTS: 1 REF: 141-142 Communication KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB MSC: BLOOMS Synthesis 6. Compare and contrast primary and secondary data and discuss how each is collected. ANS: Secondary data are data previously collected for any purpose other than the one at hand. In contrast, primary data are information that is collected for the first time for the purpose of solving a particular problem. Secondary data can originate within the company or come from innumerable outside sources, such as government departments, trade groups, periodicals, and so on. The most popular technique for gathering primary data is through survey research in which a researcher interacts with consumers to elicit information. Another method is by observation, in which consumer behaviors are observed but no interaction takes place. Finally, experiments can be used by a researcher to collect primary data. PTS: 1 REF: 141-147 Communication KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB MSC: BLOOMS Synthesis 7. Discuss two advantages and two disadvantages of using primary data. ANS: There are several advantages and disadvantages, and students can discuss any two for each: ADVANTAGES OF PRIMARY DATA: (1) they will answer a specific research question that cannot be answered by secondary data, (2) the data are current, (3) the source is known to the researcher, (4) the methodology is specified and controlled by the researcher, and (5) the information is proprietary. DISADVANTAGES OF PRIMARY DATA: (1) expense, (2) time consumption, and (3) possible lowered quality of data collection to save money. PTS: 1 REF: 142-143 Communication KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB MSC: BLOOMS Synthesis 8. Describe survey research and explain how it differs from observation research. Name six popular forms of survey research. ANS: Survey research is the most popular technique for gathering primary data. A survey involves the researcher interacting with people to obtain facts, opinions, and attitudes. Observation research does not rely on direct interaction with people. Popular forms of survey research include (1) in-home personal interviews, (2) mall intercept interviews (both computer-assisted personal interviewing and computer-assisted self interviewing), (3) telephone interviews, (4) mail surveys, (5) executive interviews, and (6) focus groups. PTS: 1 REF: 143-146 Communication KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB MSC: BLOOMS Synthesis 9. What are three advantages and three disadvantages inherent in the use of a mail survey? Distinguish between a mail survey and a mail panel. ANS: Benefits of using a mail survey include relatively low cost, elimination of interviewers and field supervisors, centralized control, and actual or promised anonymity for respondents. Disadvantages of a mail survey include low response rates, unrepresentative samples, and the inability of respondents to clarify or elaborate on their an...
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This document was uploaded on 09/29/2013.

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