market research, Descriptiveresearch.ppt
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1、Chapter Seven,Chapter Seven,Figure 7.1 Relationship of Survey and Observation to the Previous Chapters and the Marketing Research Process,Focus of This Chapter,Relationship toPrevious Chapters,Relationship to MarketingResearch Process,Survey MethodsObservation Methods,Marketing Research Process(Chap
2、ter 1)Descriptive Research Design(Chapter 3)Syndicated Survey Data(Chapter 5),Problem Definition,Approach to Problem,Field Work,Data Preparation and Analysis,Report Preparationand Presentation,Research Design,Figure 7.1 Relationship to the Previous Chapters and The Marketing Research Process,Figure
3、7.2 Survey and Observation:An Overview,Survey Methods:Advantages and Disadvantages,Survey Methods Classified by Mode of Administration,Observation Methods,Improving Survey Response Rate,Telephone,Personal,Mail,Electronic,A Comparison of Survey and Observation Methods,Personal,Mechanical,Quantitative
4、 Descriptive Research,Figure 7.3 Methods of Obtaining Quantitative Data in Descriptive Research,Figure 7.3 Methods of Obtaining Quantitative Data in Descriptive Research,The Survey Method,The survey method of obtaining information is based on questioning respondents.Perhaps the biggest issue researc
5、hers face is how to motivate respondents to candidly answer their questions.Questions regarding behavior,intentions,attitudes,awareness,motivations,and demographic and lifestyle characteristics all lend themselves to survey research.,Advantages of Survey Research,Easy:Questionnaires are relatively e
6、asy to administer.Reliability:Using fixed-response(multiple-choice)questions reduces variability in the results that may be caused by differences in interviewers and enhances reliability of the responses.Simplicity:It also simplifies coding,analysis,and interpretation of data.,Disadvantages of Surve
7、y Research,Respondents may be unable or unwilling to provide the desired information.Structured data collection involving a questionnaire with fixed-response choices may result in loss of validity for certain types of data,such as beliefs and feelings.Properly wording questions is not easy.,Survey M
8、ethods,Telephone,Personal,Electronic,TraditionalTelephone,Computer-Assisted Telephone Interviewing,Mall Intercept,In-Home,E-Mail,Internet,Computer-Assisted Personal Interviewing,Mail,Mail Panel,Mail/Fax Interview,Classification of Survey Methods,Figure 7.4 Classification of Survey Methods,Traditiona
9、l Telephone Interviews,Involve phoning a sample of respondents and asking them a series of questions.The interviewer uses a paper questionnaire and records the responses with a pencil.,Field service supervisors can closely monitor the telephone conversations.Data quality is also enhanced with on-the
10、-spot review of completed questionnaires.,Computer-Assisted Telephone Interviewing,Uses a computerized questionnaire administered to respondents over the telephone.The interviewer sits in front of a computer screen and wears a mini-headset.Upon command,the computer dials the telephone number to be c
11、alled.When contact is made,the interviewer reads the questions posed on the CRT screen and records the respondents answers directly into the computer.,CATI software has built-in logic,which also enhances data accuracy.The program will personalize questions and control for logically incorrect answers
12、,such as percentage answers that do not add up to 100 percent.,Table 7.1 Relative Advantages of Different Survey Methods,Table 7.1 Relative Advantages of Different Survey Methods(Cont.),Personal In-Home Interviews,Respondents are interviewed face-to-face in their homes.The interviewers task is to co
13、ntact the respondents,ask the questions,and record the responses.,Mall-Intercept Personal Interviews,Respondents are intercepted in shopping in malls.The process involves stopping the shoppers,screening them for appropriateness,and either administering the survey on the spot or inviting them to a re
14、search facility located in the mall to complete the interview.,Computer-Assisted Personal Interviewing(CAPI),The respondent sits in front of a computer terminal and answers a questionnaire on the screen by using the keyboard or a mouse.Help screens and courteous error messages are provided.The color
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