Contact Methods Contact methods are used to get the information Contact methods may be listed as: 1. Mail questionnaires: used to collect great amounts of information at a low cost. 2. Telephone interviewing: good method for collecting information rapidly. 3. Personal interviewing (which may be either group or individual interviewing). Form of personal interviewing is "focus group interviewing". Focus-group interviewing consists of inviting six to ten people to collect for a few hours with a trained interviewer to talk regarding a product, service, or organization. Interviewer "focuses" the group discussion on significant issues. 4. Online (Internet) marketing research may consist of online focus groups or Internet surveys. Various experts predict that online research will soon be primary tool of marketing researchers. 5. Computer interviewing is a new method being utilized in technology age. Consumers read questions from a computer screen and give respond. Sampling plans are utilized to outline how samples shall be constructed and used. 1. A sample is a segment of population selected for marketing research to represent the population as a whole. 2. Marketing researchers typically draw conclusions regarding large groups of consumers by studying a small sample of total consumer population. 3. Designing a sample calls for three decisions:
4. Types of samples include following: a. Probability samples-each of population member has a known possibility of being included in sample, and researchers can calculate confidence restrict for sampling error. b. No probability samples--sampling error can't be measured. January 5, 2009 Marketing researchers usually draw conclusions about large groups of consumers by studying a small sample of the total consumer population. A sample is a segment of the population selected to represent the population as a whole. Ideally, the sample should be representative so that the researcher can make accurate estimates of the thoughts and behaviors of the larger population. Designing the sample requires three decisions. First, who is to be surveyed? The answer to this question is not always obvious. For example, to study the decision-making process for a family automobile purchase, should the researcher interview the husband, wife, other family members, dealership salespeople, or all of these? The researcher must determine what information is needed and who is most likely to have it. Second, how many people should be surveyed? Large samples give more reliable results than small samples. It is not necessary to sample the entire target market or even a large portion to get reliable results, however. If well chosen, samples of less than 1 percent of a population can often give good reliability. Third, how should the people in the sample be chosen? The Table below describes different kinds of samples. Using probability samples, each population member has a known chance of being included in the sample, and researchers can calculate confidence limits for sampling error. But when probability sampling costs too much or takes too much time, marketing researchers often take nonprobability samples, even though their sampling error cannot be measured. These varied ways of drawing samples have different costs and time limitations as well as different accuracy and statistical properties. Which method is best depends on the needs of the research project. Types of Samples 0 Exact answers 0 Text answers 57 Multiple-choice answers Which type of research would be best suited for identifying which demographic groups prefer diet soft drinks and why they have this preference? 
You want to find out whether Europeans aged between 18 and 40 are more likely to vote for parties pursuing green policies than Europeans aged between 41 and 70. You will most likely use ________ to collect your data. As a small business consultant, you recommend to your clients that they use no-cost methods of observation to gather market research. Which of the following are you notlikely to recommend your clients do? _______ is the systematic design, collection, analyisis and reporting of data relevant to a specific marketing situation facing an organization Loft Industries sells roof trusses to contractors and builders and would like to conduct research to determine how customers assess customer service. Which of the following research instruments woud be best for this fir You are about to test hypotheses about decreasing sales in certain markets and their causes. You are involved in what type of research?
Which of the following is good advice about creating research questionnaires for Mark Hammel, research specialist at New Wave Data, to follow? Which of the steps in the marketing research process has been left out of the following list: defining the problem and research objectives, implementing the research plan, and interpreting and reporting the findings? The objective of _________ research is to gather preliminary information that will help define the problem and suggest hypotheses. Because of the scarcity of good secondary data, international researchers often must collet their own primary data. An initial problem with this collection is developing good _______. Michelle Dubois has just discovered the major advantage of survey research. She reports to her supervisor that the advantage is its __________.
For primary data to be useful to marketets, it must be relevant current, unbiased, and ________. Focus group interviewing has become one of the major marketing research tools for getting insight into consumer thoughts and feelings. However, if the sample size is small, it may be difficult to ______. Which of the following is not considered a source of marketing intelligence? Information collected from online databases on the Internet is an example of ________ data. What is the use of a datawarehouse?
A plan for primary data collection spells out the specific research approaches, contact methods, _______, and instruments that researchers will use to gather data. Which of the following contact methods is generally the least flexible? Carrefour sends a trained observer to watch and interact with customers as they shop in a Carrefour store. This is an example of _________. AMF Research Group must guard against problems during the implementation phase of marketing research for its clients. Which of the following is not a problem that should be anticipated during this phase? The marketing information system can serve _____.
Marketing researchers usually draw conclusions about large groups of consumers by studying a small ________ of the total consumer population. Marketers must weigh carefully the costs of additional information against the ________ resulting from it. ______ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. Managers often start with _______ research and later follow with _______ research. |
Marketing researchers usually draw conclusions about large groups of consumers by studying a small
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