A significantly higher amount of upperclassmen live in Starin (32.0%) compared to freshmen
(.00%) and sophomore (.00%) but more freshmen live in Wells West (26.5%) compared to
sophomores (4.2%) and upperclassmen (4.0%). (P-value=.00).
A significantly high
Graphic plot of the data with dependent variable on the Y
(vertical) axis and the independent variable on the X (horizontal)
axis. Shows the nature of the relationship between the two
variables, linear or
Levels of Measurement
Scales that partition data into mutually exclusive and collectively
Scales that maintain the labeling characteristics of nominal scales and
have the ability to order data.
Survey Research Error
Random Error or Random Sampling Error:
Error that results from chance variation.
The difference between the sample value
and the true value of the population mean.
Systematic Error or B
General Limitations of Qualitative Research
1. Attitudinal, perceptual, and belief differences revealed during
qualitative research might not be easily measured. Quantitative
research will more precisely measure these differences.
A statistical relationship between variables
Appropriate Time Order of Occurrence:
Change in an independent variable occurred before an observed
change in the dependent variable
Important Differences for Managers:
One must be able to distinguish between mathematical
differences and statistically significant differences in using
the data analysis in managerial decision making.
Going through each question to ensure that skip
patterns were followed and the required questions
were filled out.
Key Terms & Definitions
The Role of the Questionnaire
Sequence in which questions are asked,
Overview of the Data Analysis Procedure
Clean the Data: Check for data entry errors or data entry inconsistencies.
Logical or Machine Cleaning: Final computerized error check of data.
Error Check Routines: Computer programs t
What are Scales For?
Procedures for assigning numbers (or other
symbols) to properties of an object in order
to impart some numerical characteristics to
the properties in question.
Measures only one attribute of a
Advantages of Secondary Data
Might provide a solution to a research problem
Might provide primary data research alternatives
Can alert the researcher to other problems
Provides background information enhancing research credibility
Online Secondary Data Resources
An Internet site where people can read and post
messages devoted to a specific topic.
When finding a particular newsgroup:
1. Connect to the internet in your usual way.
2. Open your newsreader progr
Market Research Report Conducting
An Exploratory Study
University of Wisconsin-Whitewater
May 6th, 2013
Table of Contents:
Market Research Report
University of WisconsinAn Exploratory Study
+ UWW RESIDENCE LIFE
Live! Learn! Engage!
The mission of Residence Life is to provide quality,
accessible housing and to promote s
Take Home Essay
In the absence of company problems, there is need to conduct marketing research. As
stated by McDaniel and Gates, marketing research is the planning, collection, and analysis of
data relevant to marketing d
What steps to take?
Why are they important?
What is research?
The planning, collection, and analysis of data relevant to market decision making
and communication of the results of this analysis to management
Marketing Research process: defining objectives, designing the research report, data
collection, analyzing data, processing results
1. Defining the objectives and research needs:
What information is needed to answer specific research questions?
1. Observation research defined
a. Systematic recording of patterns of occurrence or behaviors without
communicating with the people involved
b. What can be observed
b.i. Human behavior or physical action
b.ii. Verbal behavior
1. Types of research (classified by purpose)
a. Broad, basic
b. Initial research conducted to clarify and define nature of problem
c. Decision making
d. Starting point
e. Does not pro
Secondary data and databases
1. Exploratory research
a. Expand understanding of management dilemma
b. Expand understanding of research question
c. Identify plausible investigative questions
d. Knowing you will do more research
2. Primary vs secondary data
Exploratory and qualitative research
a. Exploratory, unstructured
b. Small samples
c. Provides insights and understanding of problem setting
e. Improve efficiency
a. Quantify the data
b. Applies some form of stati
The Problem Definition Process
1. Recognize the problem or opportunity
Can the problem become opportunity?
2. Find out why the information is being sought
Any suspect motives?
3. Understand the decision making environment
Examine cultural &