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This preview shows page 32 - 53 out of 68 pages.

Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree
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Question Types—Semantic Differential American Airlines Large ………………………………...…….Small Experienced………………….….Inexperienced Modern……………………….…..Old-fashioned
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Question Types—Importance Scale Airline food service is _____ to me. Extremely important Very important Somewhat important Not very important Not at all important
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Question Types—Rating Scale American Airlines’ food service is _____. Excellent Very good Good Fair Poor
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Question Types— Intention to Buy Scale How likely are you to purchase tickets on American Airlines if in-flight Internet access were available? Definitely buy Probably buy Not sure Probably not buy Definitely not buy
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Question Types—Completely Unstructured What is your opinion of American Airlines?
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Qualitative Measures Word Association Word Association Projective Techniques Projective Techniques Visualization Visualization Brand Personification Brand Personification Laddering Laddering
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Question Types—Word Association What is the first word that comes to your mind when you hear the following? Airline ________________________ American _____________________ Travel ________________________
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Question Types— Sentence Completion When I choose an airline, the most important consideration in my decision is: _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ __________________.
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Question Types—Story Completion “I flew American a few days ago. I noticed that the exterior and interior of the plane had very bright colors. This aroused in me the following thoughts and feelings.” Now complete the story. _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________
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Question Types—Picture (Empty Balloons)
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Question Types—Thematic Apperception Test Make up a story that reflects what you think is happening in this picture.
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Qualitative Measures Word Association Word Association Projective Techniques Projective Techniques Visualization Visualization Brand Personification Brand Personification Laddering Laddering
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Technological Devices Galvanometers Tachistoscope Eye cameras Audiometers GPS
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Nielsen Outdoor Leverages GPS to Track Billboard Reach
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Sampling Plan Sampling unit: Who is to be surveyed? Sample size: How many people should be surveyed? Sampling procedure: How should the respondents be chosen?
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Types of Samples Probability Samples Simple random Stratified random Cluster Nonprobability Samples Convenience Judgment Quota
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Contact Methods Mail Questionnaire Telephone Interview Personal Interview Online Interview
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Pros and Cons of Online Research Advantages Inexpensive Fast Accuracy of data, even for sensitive questions Versatility Disadvantages Small samples Skewed samples Technological problems Inconsistencies
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Barriers Limiting the Use of Marketing Research A narrow conception of the research Uneven caliber of researchers Poor framing of the problem Late and occasionally erroneous findings Personality and presentational differences
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  • Fall '15
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  • Marketing, Marketing Research Process, Market Demand Functions, mega trends

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