Chapter 29 Study Guide

Terms

Problem Definition
When a business identify`s a problem

Primary data
Data obtained for the first time

Secondary Data
Already collected data used for a different topic

Survey Method
Technique where research is gathered from people

Sample
A portion of the target population that is assumed to represent the entire population

Observation method
A technique where the actions of people are watched and recorded by cameras or observers

Point of Sale Research
a powerful form of research that 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 of a changing or one more marketing variables while keeping certain other variables constant under controlled conditions

Data Analysis
Is the process of compiling analogizing and interpreting the results of primary and secondary data collection

Validity
is when the questions asked to measure what was intended to be measured

Reliability
exists when a research technique produces nearly identical results in repeated trials

Open-Ended Questions
ask respondents to construct their own response to a question

Forced-Choice Questions
asks respondents to choose answers from possibilities given on a questionnaire, usually yes or no.

Research Process Steps

1. Identify and Developer topic
2. Do a preliminary search for information
3. Locate Materials
4. Evaluate your sources
5. Make Notes
6. Write your paper
7. Cite your sources properly
8. Proofread

Pros and Cons of Primary and Secondary Data

Pros:

Cons: