MKTG-310 Lecture Notes - Lecture 14: Errors And Residuals, Collectively Exhaustive Events, General Order
Document Summary
We a(cid:396)e still i(cid:374) the (cid:862)de(cid:448)elop the (cid:396)esea(cid:396)(cid:272)h pla(cid:374)/desig(cid:374)(cid:863) steps. What is a questionnaire: definition, formalized set of questions for obtaining information from respondents. Identify the information needed: develop good questions (determine content, type of question, wording, determine layout/structure of questionnaire, pretests. Allowing (cid:862)othe(cid:396)(cid:863) (cid:862)(cid:374)/a(cid:863) (cid:862)u(cid:374)su(cid:396)e(cid:863) (cid:272)a(cid:374) help: why do you buy nike shoes, fit, brand image, price, quality, why do you buy nike shoes, fit, brand image, price, quality, other _____ Introduced because of the predisposition of respondents: social desirability, respone based on what is perceived to be socially acceptable, wrong, do you recycle, right, prestige. Burgers: chicken, tacos, other, right, of the last five times you ordered fast food, how many times did you eat each of the following types of food, burgers, chicken, tacos, other. What are the major types of questions: unstructured/open ended, questions that respondents answer in their own words, tell us about the customer service experience you had when you called our helpline recently.
