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MARK 3000 test 2 UGA McManus Questions and Answers Solved 2024
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the research process - 1. defining objectives 2. designing the research 3. data collection process 4. analyzing data 5. action plan and implementation defining objectives and research needs (step 1 of the research process) - -what info is needed yo answer specific questions -how should that...

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  • September 6, 2024
  • 16
  • 2024/2025
  • Exam (elaborations)
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MARK 3000 test 2 UGA McManus




MARK 3000 test 2 UGA McManus
Questions and Answers Solved 2024
the research process - 1. defining objectives
2. designing the research
3. data collection process
4. analyzing data
5. action plan and implementation


defining objectives and research needs (step 1 of the research process) - -what info is
needed yo answer specific questions
-how should that info be obtained


designing the research (step 2 of the research process) - types of data and types of
research


secondary data - pieces of info collected prior to the project "looking things up"


primary data - data collected specifically for the project "creating new info" ... qualitative
or quantitative


qualitative - provides initial information generally in depth/ unstructured
-observation
-in depth interviews
-focus groups
-social media research




MARK 3000 test 2 UGA McManus

, MARK 3000 test 2 UGA McManus

quantitative - large numbers of respondents, statistically valid, can generalize
-experiments
-survey research
-scanner/panel


external secondary data - -government sources
-census
-syndicated data


internal secondary data - -data warehouse
-data mining


data collection process (step 3 of the research process) - observation research, in depth
interviews, focus groups, social media research, experiments, survey research,
scanner/panel


observation research - manual, mechanical ethnographic


in-depth interviews - limited number, somewhat unstructured, time consuming and
costly


focus groups - groups of 8-12 customers, discussing 1 topic, facilitated by trained
monitor


social media research - monitoring blogs, online communities, sentiment mining


experiments - -changing one variable and analyzing results
-usually change 1 of the 4 P's and look at either sales or awareness




MARK 3000 test 2 UGA McManus

, MARK 3000 test 2 UGA McManus

-field or lab


survey research - telephone interviews, mail surveys, internet surveys, mall interception
interviews, in-person interviews


issues with surveys - -interviewer bias (their presence could change responses)
-consumer unwillingness to participate


questionarre issues - -types of questions
-ordering of questions
-wording of questions


structured questions - -Likert scale ( SA A Uncertain D SD)
-semantic differential (excellent...awful)


unstructured questions - -fill in the blank
-projective technique


questions to avoid - jargon/inappropriate terminology, leading, double barreled,
consumer unable to answer


ordering of questions - -sensitive or personal questions at the end
-more difficult questions at the end


sampling issues for primary data - who is the population? what will be used for the
sampling frame? how do you know who id in the universe? what type of sample?




MARK 3000 test 2 UGA McManus

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