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Section 29.1 Marketing Research

Chapter 29. conducting marketing research. Section 29.1 Marketing Research. Section 29.2 The Marketing Survey. The Marketing Survey. Section 29.2. PREDICT Why is the survey method an important way to collect information?. The Marketing Survey. Section 29.2.

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Section 29.1 Marketing Research

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  1. Chapter 29 conducting marketingresearch Section 29.1 Marketing Research Section 29.2 The Marketing Survey

  2. The Marketing Survey Section 29.2 PREDICT Why is the survey method an important way to collect information?

  3. The Marketing Survey Section 29.2 • Design a marketing research survey. • Administer a marketing research survey.

  4. The Marketing Survey Section 29.2 Marketing researchers must construct survey instruments that will provide valid and reliable information needed to make good business decisions.

  5. The Marketing Survey Section 29.2 • validity • reliability • forced-choice question • open-ended question

  6. The Marketing Survey Section 29.2 Outline this Section by Listing Headings, Subheadings, and Key Concepts

  7. The Marketing Survey Section 29.2 Outline this Section by Listing Headings, Subheadings, and Key Concepts

  8. The Marketing Survey Section 29.2 Constructing the Questionnaire Two Essential Elements of a Questionnaire Validity Reliability validity When the questions in a questionnaire measure what was intended to be measured; the quality of being logically valid or effective. reliability When a research technique produces nearly identical results in repeated trials; the trait of being dependable.

  9. The Marketing Survey Section 29.2 Constructing the Questionnaire Types of Questions Forced-ChoiceQuestions Open-EndedQuestions forced-choice question A question that asks respondents to choose an answer from possibilities given on a questionnaire. open-ended question A question that requires more than a “yes” or “no” answer and requires respondents to construct their own response.

  10. The Marketing Survey Section 29.2 Constructing the Questionnaire Provide Other Type Questions Discussed in the Text Forced-ChoiceQuestions

  11. The Marketing Survey Section 29.2 Constructing the Questionnaire Provide Other Type Questions Discussed in the Text Open-EndedQuestions Multiple-ChoiceQuestions Forced-ChoiceQuestions Rating-ScaleQuestions Open-EndedQuestions

  12. The Marketing Survey Section 29.2 Constructing the Questionnaire Provide Details About Formatting Questionnaires

  13. The Marketing Survey Section 29.2 Constructing the Questionnaire Provide Details About Formatting Questionnaires

  14. The Marketing Survey Section 29.2 Administering the Questionnaires Provide Details for Administering Each of the Three Types of Surveys Discussed in the Text

  15. The Marketing Survey Section 29.2 Administering the Questionnaires Provide Details for Administering Each of the Three Types of Surveys Discussed in the Text

  16. The Marketing Survey Section 29.2 Section 29.2 1. Explain the difference between validity and reliability. Validity is when the questions asked measure what was intended to be measured. Reliability exists when a research technique produces nearly identical results in repeated trials.

  17. The Marketing Survey Section 29.2 Section 29.2 2. Discuss important considerations for constructing options for multiple-choice questions. Options must be mutually exclusive and comprehensive enough to include every possible response.

  18. The Marketing Survey Section 29.2 Section 29.2 3. Explain why it is important that surveys have a strong visual appearance. Questionnaires must have an excellent visual appearance and design to appeal to respondents.

  19. End of Chapter 29 conducting marketingresearch Section 29.1 Marketing Research Section 29.2 The Marketing Survey

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