Chapter 29 Study Guide

Problem Definition- A business clearly identifies a problem or research issue and the information necessary to solve it
Primary Data- Data obtained for the first time and used specifically for the particular problem or issue under study.
Secondary Data- Data that have already been collected for some purpose other than the current study.
Survey Method- A research technique in which information is gathered from people through the use of surveys or questionnaires.
Sample- A part of the target population that is assumed to represent the entire population.
Observation Method- A research technique in which the actions of people are watched and recorded either 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- Research technique in which a researcher observes the results of changing one or more marketing variables while keeping certain other variables under controlled conditions.
Data Analysis- The process of compiling, analyzing, and interpreting the results of primary and secondary data collection.

Validity- The question asked in a questionnaire measure what was intended to be measured.
Reliability- A research technique that produces nearly identical results in repeated trials
Open-Ended Questions- Questions that require more than a yes or no answer; survey questions that ask respondents to construct their own response.
Forced-Choice Questions- Survey questions that ask respondents to choose answers from possibilities given on a questionnaire.

Research Process: 1. Defining the Problem 2. Obtaining the data 3. Analyzing Data 4. Recommending Solutions 5. Applying the results

Primary Data is more pure but you won't know what to expect from your results. With secondary data you already have an idea of what to expect from your data. But you also don't know the data quality.

Question Formatting: Excellent visual appearance and design to appeal to respondents.

The reason for so many specific questions is so you can get a lot more specific data instead of just broad data.