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Questions and Answers
What is a significant disadvantage of telephone surveys compared to other methods?
Which aspect is NOT typically improved by using online contact methods?
In a stratified random sample, how is the population divided?
What defines primary data in marketing research?
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Which research approach involves observing individuals in their natural environments?
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What is a key advantage of gathering secondary data?
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What is the main objective of survey research in the context of primary data collection?
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Which term best describes data collected from controlled experiments testing different treatments?
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Which type of question allows respondents to answer in their own words, providing more detailed feedback?
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What is the primary purpose of a questionnaire in research?
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Which sampling method ensures every member of the population has a known and equal chance of selection?
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What is NOT a step in the marketing research process?
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Which is an example of a mechanical research instrument used for collecting data?
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Which type of sampling involves selecting a specific number of people from predefined categories?
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What is a noted challenge of conducting focus groups as a personal contact method?
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What is the main advantage of online contact methods for data collection?
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What is the primary goal of corporate responsibility in businesses?
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How do developing demographic trends impact marketing strategies?
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What is the primary distinction between primary and secondary data?
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What is a key characteristic of effective sampling techniques?
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What influences the choice of data collection methods in marketing research?
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In questionnaire design, what is an important factor to ensure clarity and effectiveness?
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What trend indicates a business's awareness of ethical behavior?
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Which factor significantly affects the effectiveness of online surveys?
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Study Notes
Sampling Methods
- Cluster sample: Divides the population into groups (clusters) and then randomly selects clusters to be included in the sample.
- Convenience sample: Researchers select the most accessible members of the population.
- Quota sample: Researchers select a specific number of people from predefined categories.
- Simple random sample: Ensures every member of the population has a known and equal chance of being selected.
- Stratified random sample: Divides the population into mutually exclusive groups (strata) and then randomly selects individuals from each strata.
Question Types
- Open-ended question: Allows respondents to answer in their own words, providing more detailed feedback.
- Multiple choice question: Presents respondents with a pre-defined set of options.
Research Instruments
- Market scanners: Mechanical instruments used for collecting data.
- Surveys conducted online: Data collection through digital platforms.
- Personal interviews: One-on-one interactions for data gathering.
- Focus group discussions: Guided group discussions for qualitative data.
Marketing Research Process
- Implementing the research plan: Putting the research plan into action.
- Interpreting and reporting findings: Analyzing the collected data and communicating the results.
- Gathering secondary data: Utilizing existing information already collected.
- Developing marketing strategies: Creating plans based on the research findings.
Data Collection Methods
- Online contact methods: Offer low cost and fast data collection but can have limited audience reach.
- Telephone surveys: Fast data collection but can have low response rates and difficulty controlling interviewer effects.
- Personal interviews: Allow for better quality interaction but can be more expensive.
- Mail surveys: Can have excellent control of interviewer effects but often have low response rates.
Primary Data
- Collected specifically for the current research objective.
Secondary Data
- Information that already exists and was collected for a different purpose.
Research Approaches
- Observational research: Observing individuals in their natural environments.
- Ethnographic research: A form of observational research that studies cultures and groups.
- Survey research: Gathering data through questionnaires and surveys.
- Experimental research: Testing different treatments in a controlled environment.
- Qualitative research: Focuses on understanding the "why" behind phenomena.
Marketing Research Plan
- Sampling plan: Specifies how the data will be gathered.
- Data analysis technique: Method used to analyze the collected information.
Environmental Factors
- Cultural environment: Consists of institutions that shape basic values and behaviors.
- Demographic environment: Statistics related to human populations.
- Natural environment: Trends like growing shortages of raw materials and pollution.
- Technological environment: Introduces new products and opportunities, impacting the marketplace.
- Political environment: Legislation regulating business to protect consumers, societal interests, and the environment.
- Economic environment: The state of the economy impacts consumer spending, business investment, and resource allocation.
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Description
This quiz covers various sampling methods such as cluster sampling, convenience sampling, and stratified random sampling. Additionally, it explores different types of research questions, including open-ended and multiple choice questions. Test your knowledge on these essential research concepts!
