BUSI 2208 Chapter Notes - Chapter 4: Projective Test, Focus Group, Liquid Oxygen
9 Sep 2015
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Lo2 explain the differences between secondary data and primary data, and specify when each should be used. Lo1 describe the five steps in the marketing research process. Lo2 explain the differences between secondary data and primary data, and specify when each should be used (step2=design. Lo3 identify various internal and external secondary data sources. Syndicated data data available for a fee from commercial research firms such as symphonyri group, national purchase diary panel, nielsen, and legal marketing. Primary data data collection to address the specific research needs/questions currently under investigation. Some primary data collection methods include focus groups, in-depth interviews, and surveys p. 126-127 advantages and disadvantages of secondary and primary data (unnoted) Reliability the extent to which the same result is achieved when a study is repeated under identical situations. Validity the extent to which a study measures what it is supposed to measure. Sample a segment or subset of the population that adequately represents the entire population of interest.
