Marketing Research

essay B

Get Full Essay

Get access to this section to get all the help you need with your essay and educational goals.

Get Access

Collected and related information developed from data already in the firm External Databases Outside sources of secondary information Hackney Library has over 50 business research databases Ex: ABA Inform, Lexis Nexus Secondary Data – A Review Existing statistics, information Gathered for another purpose Has positive and negative aspects develop an approach, less costly Strengths: defines the problem, helps to Weaknesses: lack of relevance, inaccurate, availability, questionable sources, outdated The Right Research Design Depends on the following factors: Nature of the problem Discovery and definition Inquiring, counting or testing Finite timeliness and budgets In-house versus research provider Company culture and view of research Preciseness of research questions Time and Money Internal and External Resources Management co-operation Marketing Research By mammon Question Types Open-Ended Question An interview question that encourages an answer phrased in exponent’s own words. An interview question that asks the respondent to make a selection from a limited list of responses. A closed-ended question designed to measure the intensity of a respondent’s answer.

Closed-Ended Question Salesperson’s Question Questionnaire Design Closed-ended and scaled-response questions are easier to tabulate than open-ended questions because response choices are fixed For example, suppose a food study asked this question: “Besides meat, which of the following items do you normally id to a taco that you prepare at home? ” A varied selection is provided. But suppose a respondent answers by saying, “l usually add a green, avocado-tasting hot sauce” or “l cut up a mixture of lettuce and spinach. ” How would you code the replies below ? As you can see, the questionnaire needs an “other” category.

Get access to
knowledge base

MOney Back
Guarantee
No Hidden
Charges
Unlimited
Knowledge base
Become a Member
Haven't found the Essay You Want? Get your custom essay sample For Only $13.90/page