MARK 3000 test 2 UGA McManus Questions and Answers Solved 2024
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Course
MRKT 3000
Institution
MRKT 3000
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...
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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