Basic Considerations in Questionnaire Design
Questionnaire design is one of the most critical stages in the survey research process.
A questionnaire (survey) is only as good as the questions it asksask a bad question,
Theory and Hypotheses
A formal, logical explanation of some events that includes predictions of how
things relate to one another.
A formal statement explaining some outcome.
Focus Group Assignment Part 3
Summary of what participants said
After analyzing the feedback and concerns from Humber students in the focus
group, it was clear that overall the school is well-rounded and will continue to have a
growing success rate
The Canadian Food Industry Part 2 (Secondary Data) Resources
Part 2 List of Secondary Research resources
Name: The Globe and Mail
Type: Periodical Article
Where it can be found: http:/www.theglobeandmail.com/news/britishcolumbia/liquor-to-be
Who Should Do the Research?
An independent research firm contracted by the company that actually will benefit
from the research.
Often can be more objective
May have special expertise
What is Qualitative Research?
Qualitative marketing research
Research that addresses marketing objectives through techniques that allow the
researcher to provide elaborate interpretations of
The Marketing Research Process
Key ways in which researchers contribute to decision making:
1. Helping to better define the current situation
2. Defining the firmdetermining how consumers, competitors, and empl
Secondary Data Collection
Fifth Edition, essentials of marketing research, Zikmund - Babin
Secondary Data in Marketing Research
What are the Pros and Cons of Secondary Research?
Focus Group Interview
An unstructured, free-flowing interview with a small group (6-10 people) led by a
moderator who encourages dialogue among respondents.
Focus Group Respondents
6 to 10 people
Different Ways That Marketing Researchers Conduct Surveys
Interactive Survey Approaches
Those that allow spontaneous two-way interaction between the interviewer and
Can be either personal or electronic.
CRM Gone Wrong
Marketing Research Brief
A document produced by the client which is used to communicate the perceived
requirements of a marketing research project to the marketing research s
Attitudinal Rating Scales (contd)
Graphic Rating Scale
A measure of attitude that allows respondents to rate an object by choosing any
point along a graphic continuum.
Advantages: Easy for respondent, allows the researcher
Qualitative versus Quantitative Research
Data that are not characterized by numbers but rather are textual, visual, or oral.
Focus is on stories, visual portrayals, meaningful characterizations,
ADVERTISING: paid, mass mediated, attempt to persuade
1. PAID by organization
If you pay, youre the CLIENT/SPONSOR
2. MASS MEDIATED: message has to be delivered through communication mediums (TV,
RADIO, INTERNET) and it must attempt to reach more