Chapter 29 conducting marketing research Section 29 1

  • Slides: 19
Download presentation
Chapter 29 conducting marketing research Section 29. 1 Marketing Research Section 29. 2 The

Chapter 29 conducting marketing research Section 29. 1 Marketing Research Section 29. 2 The Marketing Survey

Section 29. 2 The Marketing Survey PREDICT Why is the survey method an important

Section 29. 2 The Marketing Survey PREDICT Why is the survey method an important way to collect information?

Section 29. 2 The Marketing Survey • Design a marketing research survey. • Administer

Section 29. 2 The Marketing Survey • Design a marketing research survey. • Administer a marketing research survey.

Section 29. 2 The Marketing Survey Marketing researchers must construct survey instruments that will

Section 29. 2 The Marketing Survey Marketing researchers must construct survey instruments that will provide valid and reliable information needed to make good business decisions.

Section 29. 2 The Marketing Survey • validity • reliability • forced-choice question •

Section 29. 2 The Marketing Survey • validity • reliability • forced-choice question • open-ended question

Section 29. 2 The Marketing Survey Outline this Section by Listing Headings, Subheadings, and

Section 29. 2 The Marketing Survey Outline this Section by Listing Headings, Subheadings, and Key Concepts

Section 29. 2 The Marketing Survey Outline this Section by Listing Headings, Subheadings, and

Section 29. 2 The Marketing Survey Outline this Section by Listing Headings, Subheadings, and Key Concepts

Section 29. 2 The Marketing Survey Constructing the Questionnaire Two Essential Elements of a

Section 29. 2 The Marketing Survey Constructing the Questionnaire Two Essential Elements of a Questionnaire Validity validity When the questions in a questionnaire measure what was intended to be measured; the quality of being logically valid or effective. Reliability reliability When a research technique produces nearly identical results in repeated trials; the trait of being dependable.

Section 29. 2 The Marketing Survey Constructing the Questionnaire Types of Questions Forced-Choice Questions

Section 29. 2 The Marketing Survey Constructing the Questionnaire Types of Questions Forced-Choice Questions forced-choice question A question that asks respondents to choose an answer from possibilities given on a questionnaire. Open-Ended Questions open-ended question A question that requires more than a “yes” or “no” answer and requires respondents to construct their own response.

Section 29. 2 The Marketing Survey Constructing the Questionnaire Provide Other Type Questions Discussed

Section 29. 2 The Marketing Survey Constructing the Questionnaire Provide Other Type Questions Discussed in the Text Forced-Choice Questions

Section 29. 2 The Marketing Survey Constructing the Questionnaire Provide Other Type Questions Discussed

Section 29. 2 The Marketing Survey Constructing the Questionnaire Provide Other Type Questions Discussed in the Text Open-Ended Questions Forced-Choice Questions Open-Ended Questions Multiple-Choice Questions Rating-Scale Questions

Section 29. 2 The Marketing Survey Constructing the Questionnaire Provide Details About Formatting Questionnaires

Section 29. 2 The Marketing Survey Constructing the Questionnaire Provide Details About Formatting Questionnaires

Section 29. 2 The Marketing Survey Constructing the Questionnaire Provide Details About Formatting Questionnaires

Section 29. 2 The Marketing Survey Constructing the Questionnaire Provide Details About Formatting Questionnaires

Section 29. 2 The Marketing Survey Administering the Questionnaires Provide Details for Administering Each

Section 29. 2 The Marketing Survey Administering the Questionnaires Provide Details for Administering Each of the Three Types of Surveys Discussed in the Text

Section 29. 2 The Marketing Survey Administering the Questionnaires Provide Details for Administering Each

Section 29. 2 The Marketing Survey Administering the Questionnaires Provide Details for Administering Each of the Three Types of Surveys Discussed in the Text

Section 29. 2 The Marketing Survey Section 29. 2 1. Explain the difference between

Section 29. 2 The Marketing Survey 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.

Section 29. 2 The Marketing Survey Section 29. 2 2. Discuss important considerations for

Section 29. 2 The Marketing Survey Section 29. 2 2. Discuss important considerations for constructing options for multiplechoice questions. Options must be mutually exclusive and comprehensive enough to include every possible response.

Section 29. 2 The Marketing Survey Section 29. 2 3. Explain why it is

Section 29. 2 The Marketing Survey 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.

End of Chapter 29 conducting marketing research Section 29. 1 Marketing Research Section 29.

End of Chapter 29 conducting marketing research Section 29. 1 Marketing Research Section 29. 2 The Marketing Survey

CONDUCTING MARKETING RESEARCH Chapter Four CONDUCTING MARKETING RESEARCHCONDUCTING MARKETING RESEARCH Chapter Four CONDUCTING MARKETING RESEARCH
CONDUCTING RESEARCH PART 1 CONDUCTING RESEARCH Overview UnderstandCONDUCTING RESEARCH PART 1 CONDUCTING RESEARCH Overview Understand
Marketing Research What is Marketing Research Marketing ResearchMarketing Research What is Marketing Research Marketing Research
MARKETING RESEARCH MEANING OF MARKETING RESEARCH Marketing researchMARKETING RESEARCH MEANING OF MARKETING RESEARCH Marketing research
Chapter 29 Conducting Marketing Research Marketing Research29 1Chapter 29 Conducting Marketing Research Marketing Research29 1
Behavioral Research Chapter 9 Conducting the Experiment ConductingBehavioral Research Chapter 9 Conducting the Experiment Conducting
Chapter 6 Conducting Research in Clinical Psychology ConductingChapter 6 Conducting Research in Clinical Psychology Conducting
Chapter 29 conducting marketing research Section 29 1Chapter 29 conducting marketing research Section 29 1
Chapter 29 conducting marketing research Section 29 1Chapter 29 conducting marketing research Section 29 1
Chapter 29 conducting marketing research Section 29 1Chapter 29 conducting marketing research Section 29 1
Conducting Marketing Research and Forecasting Demand Marketing informationConducting Marketing Research and Forecasting Demand Marketing information
4 Conducting Marketing Research and Forecasting Demand Marketing4 Conducting Marketing Research and Forecasting Demand Marketing
4 Conducting Marketing Research and Forecasting Demand Marketing4 Conducting Marketing Research and Forecasting Demand Marketing
4 Conducting Marketing Research and Forecasting Demand Marketing4 Conducting Marketing Research and Forecasting Demand Marketing
4 Conducting Marketing Research and Forecasting Demand Marketing4 Conducting Marketing Research and Forecasting Demand Marketing
4 Conducting Marketing Research and Forecasting Demand Marketing4 Conducting Marketing Research and Forecasting Demand Marketing
Conducting Marketing Research and Forecasting Demand Marketing informationConducting Marketing Research and Forecasting Demand Marketing information
4 Conducting Marketing Research and Forecasting Demand Marketing4 Conducting Marketing Research and Forecasting Demand Marketing