Summary: Marketing Research | 9780273718703 | Alan M Wilson
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4 Introduction and collecting observation data
This is a preview. There are 7 more flashcards available for chapter 4
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The marketing research process consits out of 7 steps. Which are .....?
1. Identification of oppertunities and problems
2. Formulation of research needs/research briefs
3. Selection of research agency and choice of research methods
4. Collection of secondary data
5. Collection of primary data
6. Analysis of data
7. Preparation and presentation of research findings and recommandations -
A research can be designed in serveral different ways which are ?
- Exploratory
- Conclusive
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What is the difference between descriptive and causal
Whit descriptive you are aware of the problem ,but it is not complete at the moment and with causal you have a clearly defined problem. -
Conclusive research have two elements
- Descriptive research
- Causal/Experimental
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What are the con's of secondary data
- Accuracy and reliability is low
- Poor match
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What are factors belong to quantative research?
- More structured
- Larger samples
- Easily replicated
- Quantifying incidence
- Statistical analysis
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In what kind of situations are telephone surveys not usefull
Difficult topics -
Why online surveys usefull
Low costs
Easily personalised
Fast delivery and response -
How to improve response rates ?
Mailing list
Pre-contact
Cover letter
Incentives
Reminders
Questionnaire design (limit amount of questions( -
The pro's of a self-administered survey
Large coverage
Low cost
No interviewer bias
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