Chapter 29 Study Guide

Chapter 29.1 Terms:

• Problem Definition: When a business clearly identifies a problem or research issue and the information that is necessary to solve it.

• Primary Data: Data obtained for the first time  and used specifically for the particular problem or issue under study.

• Secondary Data: Data that had already been collected for some purpose other than the current study.

• Survey Method: A research technique in which information is gathered from people through the use of surveys or questionnaires. (It is the most frequently used method for collecting primary data.)

• Sample: A part of the target population that is assumed to represent the entire population.

• Observation Method: A research technique in which the actions of people are watched and recorded either by cameras or observers.\

• Point-of-Scale Research: A powerful form of research the combines natural observation with personal interviews to get people to explain buying behavior.

• Experimental Method: A research technique in which a researcher observes the results changing one or more marketing variables while keeping certain other variables constant under controlled conditions.

• Data Analysis: The process of compiling, analyzing, and interpreting the results of primary and secondary data collection.

2.Research Steps
Step 1: Defining the Problem
  Are customers satisfied with the product?
  Are prices competitive with other products?
  Are the products distributed efficiently in a marketplace?
  Are promotion activities effective?
Step 2: Gathering Data
  Secondary: Internet Sources
  Secondary: U.S. Government sources
  Secondary: Consumer and Business Information Companies
  Secondary: Business and Trade
  Primary: Survey Method
  Primary: Observation Method
  Primary: Experimental Method
Step 3: Analyze Data
Step 4: Recommending Solutions to the Problem
Step 5: Applying the Results

3. Chapter 29.2 Terms
Validity: When questions asked measure what was intended to be measured.
Reliability: When a research technique produces nearly identical results in repeated trials. Reliability requires that the questions ask for the same type of information from all the respondents
Open-ended Questions: Ask respondents to construct their own response to a question.
Forced-choice Questions: Ask respondents to choose answers from possibilities given on a questionnaire.

4. Questions
Yes/No Questions
Multiple Choice Questions
Scale QuestionsAgreement Questions