Stages in Research Process Formulate Problem Determine Research Design Determine Data Collection Method Design Data Collection Forms Design Sample & Collect.

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Marketing Research and Information Systems

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Presentation transcript:

Stages in Research Process Formulate Problem Determine Research Design Determine Data Collection Method Design Data Collection Forms Design Sample & Collect Data Analyze and Interpret Data Prepare Written/Oral Report

Review: Review: Two Types of Data Secondary Data Primary Data

Types of Primary Data Demographics Personality Psychographics Awareness Knowledge Attitudes Intentions Motivation BEHAVIOR

Demographics What are Demographics? Which questions measure Demographics?

Which questions measure Personality? Personality What is Personality?

Psychographics What are Psychographics? Which questions measure Psychographics?

Awareness What is Awareness? Which questions measure Awareness? - unaided awareness? - aided awareness?

Knowledge What is Knowledge? Which questions measure Knowledge?

Attitude What is an Attitude? Which questions measure Attitudes?

Intentions What are Intentions? Which questions measure Intentions?

Motivation What is Motivation? Which questions measure Motives?

Behavior What is Behavior? Which questions measure Behavior?

Ways of Obtaining Primary Data Communication Observation

Selection Criteria:Versatility Communication is more versatile than Observation …focuses on how many different types of primary data a technique can measure.

Selection Criteria: Speed & Cost Often, but not always, Communication is faster and less expensive than Observation …how quickly and efficiently a technique can obtain primary data.

Selection Criteria: Objectivity & Accuracy Generally, Observation is more objective and accurate than Communication. …how well a technique can obtain primary data without bias or error.