2.06 Understand data-collection methods to evaluate their appropriateness for the research problem/issue

Methods of collecting primary data Survey method – a research technique in which information is gathered from people through the use of surveys or questionnaires. Personal interview – involves questioning people face-to-face. Focus group interview- involves a group of people to interview. Telephone interview – quick, efficient, and relatively inexpensive. Mail survey – relatively inexpensive way to reach a large audience. Internet survey – surveys conducted on the internet. Survey Monkey and Google Forms.

The Marketing Survey Questions can be either Open-ended or Forced-choice

The Marketing Survey Yes/No Questions: Only gives two options, should only be used when asking for a response on one issue. Multiple-choice Questions: Gives the respondent several choices, important that the options are made comprehensive enough to include every possible response. Usually includes an “other” option. Rating Scale Questions: Variety of questions used such as very satisfied to very dissatisfied, or excellent to poor. Level of Agreement Questions: Used to assess attitudes or opinions. Commonly used options: strongly agree (SA), agree (A), neutral (N), disagree (D), and strongly disagree (SD).

Basic Guidelines for Writing Questions Should be written clearly Should be as brief as possible Pretest – allows for correction of any misleading questions, directions, or problems