MKTG 3258 Lecture Notes - Lecture 22: Wi-Fi, Data Analysis, Cheque
8 Feb 2020
School
Department
Course
Professor
Document Summary
Quantitative research: a survey is the measure of opinions or experiences of a group of people through the asking of questions. Reasons to do surveys: to get market data, for complex inter-group comparisons on multiple descriptors, for purposes of developing a segmentation scheme or profiling segments, to track a numerical quantity over time. Survey strengths: provides large sample precision, supplies objectivity of large probability samples, wealth of high-powered analytic tools available, reveal complex, multi-level distinctions among groups. Survey weaknesses: gives broad but shallow data, can"t reveal what you don"t know what to ask about, like interviews, represent self-reports that aren"t always accurate, participation in surveys is intrinsically unrewarding. Problems with non-response: the biggest weakness of quantitative research generally and survey research in particular, you ignore the problem of non-response bias at your peril: Insist on a discussion of it whenever examining the results of surveys you"ve purchased.
