Marketing Rearch Process: 1.Identification of the Problem and Statement of the Rearch Objective; 2. Creation of the Rearch Design; 3. Choice of method of Rearch; 4. Selection of the Sampling Procedure; 5.Collection of the Data; 6. Analysis of the Data; 7. Writing and prentation of the report; 8. Follow-up
Probability Sample is a sample for which every element in the population has a known nonzero profitability of being lected. Such samples allow the rearcher to estimate how much sampling error is prent in a given study. Nonprobability samples: are tho in which the chances of lection for various elements in the population are unknown. Rearcher cannot statistically calculate the reliability of a nonprobalility sample; that is, they cannot determine the degree of sampling error that can be expected.
Quantitative rearch is a term ud looly to refer to rearch who finding are not subject to quantification or quantitative analysis.
Qualitative rearch VS Quantitative Rearch: Types of questions: probing VS limited probing; Sample size: small VS large; amount of information from: Substantial VS varies; R
equirements for administration: interview with special skills VS Interview with fewer special skills or no interviewerlogo尺寸; Types of analysis: Subjective, interpretive VS statistical, summation; Hardware: Tape recorders, projection devices, video recorders, pictures, discussion guides VS questionnaires, computers, printouts; Degree of replicability: Low VS high; Rearcher training: Psychology, sociology, social psychology, consumer behavior, marketing, marketing rearch VS Statistics, decision models, decision support systems, marketing rearch; Types of rearch: Exploratory VS Descriptive or causal.
Benefits and Drawbacks of Focus Groups手心有痣: Benefits: the interaction among respondents can stimulate new ideas and thoughts that might not ari during one-on-one interviews; Group pressure can help challenge respondents to keep their thinking realistic; energetic interactions among respondents also make it likely that obrvation of a group will provide firsthand consumer information to client obrvers in a shorter amount of time and in a more interesting way than will individual interviews; Opportunity to obrve customers or prospects from behind a one-way mirror; they can be executed more quickly than many other rearch techniques. Drawbacks: the immediacy and app
arent understandability of focus group findings can cau managers to be misled instead of informed; What is said in a focus group may not be all that typical; Focus group problem (Focus group recruiting may be a problem if the type of person recruited responds differently to the issues being discusd than do other target gments); respondents also can be a problem.
Advantages and disadvantages of online focus groups: advantages: lack of geographic barriers; much lower costs; faster turnaround time; intangibles; access to hard to reach target population; efficient moderator-client interaction. Disadvantages: Group dynamics; nonverbal inputs; client involvement; exposure to external stimuli; role and skill of the moderator.
Other Qualitative Methods: 烧水壶功率Individual Depth interview心经全文及译文: probe and elicit detailed answers to questions, often using nondirective techniques to uncover hidden motivation. Hermeneutic rearch工程管理工作总结: rearch that focus in interpretation through conversation. Projective Tests: technique for tapping respondents’ deepest feelings by having them pr
oject tho feelings into an unstructured situation. 水乡人家Some projective Test: Word association Tests: Projective test in which the interviewer says a word and the respondent must mention the first thing that comes to mind; Sentence and story completion tests: projective tests in which respondents complete ntence or stories in their own words; cartoon tests费力的什么: projective tests in which the respondent fills in the dialogue of one of two characters in a cartoon; Photo sorts: projective tests in which a respondent sorts photos of different types of people, identifying tho people she or he feels would u the specified product of rvice. Consumer drawings: projective technique in which respondents draw what they are feeling or how they perceive an object. Storytelling: projective technique in which respondents are required to tell stories about their experience. Third person Technique: projective technique in which the interviewer learns about respondents’ feelings by asking them to answer for a third party, such as your neighbor.
Types of Errors in Survey rearch: Random error (random sampling error): error that results from chance variation (different between the sample value and the true value of th
e population mean). Systematic Error: error that results from problems or flaws in the execution of the rearch design; sometimes called nonsampling error. Sample design error: is a systematic error that results from an error in the sample design or sampling procedures, includes: frame error, population specification error, and lection error. Frame error: error resulting from an inaccurate or incomplete sampling frame. Population specification error: error that results from incorrectly defining the population or univer from which a sample is chon. Selection error: error that results from incomplete or improper sample lection procedures or not following appropriate procedures. Measurement Error: systematic error that results from a variation between the information being sought and what is actually obtained by the measurement process, includes surrogate information error, interviewer error, measurement instrument bias, processing error, nonrespon bias, and respon bias. Surrogate information error: error that results from a discrepancy between the information needed to solve a problem and that sought by the rearcher. 艺术人体写真Interviewer error: error that results from the interviewer’s influencing-consciously or unconsciously-the answer of the respondent. Me
asurement instrument bias: Error the results from the design of the questionnaire or measurement instrument; also known as questionnaire bias: error that results from the incorrect transfer of information from a survey docum Processing error ent to a computer. Nonrespon bias: error that results from a systematic difference between tho who do and tho who do not respon to a measurement instrument. Respon bias: error that results from the tendency of people to answer a question incorrectly through either deliberate falsification or unconscious misreprentation.
