1.Sampling unit: Whom should we survey? 2.Sample size: How many people should we survey? 3.Sampling procedure: How should we choose the respondents?
Step 3: Collect the Information•The data collection phase of marketing research is generally the most expensive and the most prone to error. •Marketers may conduct surveys in homes, over the phone, via the Internet, or at a central interviewing location like a shopping mall. •Four major problems arise in surveys.•Some respondents will be away from home or otherwise inaccessible and must be contacted again or replaced.•Other respondents will refuse to cooperate.•Still others will give biased or dishonest answers.•Finally, some interviewers will be biased or dishonest.CHP: 2&11-27
Step 4: Analyze the Information•The next-to-last step in the process is to extract findings by tabulating the data and developing summary measures. •The researchers now compute averages and measures of dispersion for the major variables and apply some advanced statistical techniques and decision models in the hope of discovering additional findings.•They may test different hypotheses and theories, applying sensitivity analysis to test assumptions and the strength of the conclusions.CHP: 2&11-28
Step 5: Present the Findings•As the last step, the researcher presents findings relevant to the major marketing decisions facing management.•
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- Spring '16