2/12 Chapter 9

Question 1

marketing research

Answer 1

seven steps
2. plan research design
3.

Question 2

qualitative vs quantitative

Answer 2

quantitative: the answers are transformed into numbers
qualitative: can’t be easily transferred to numbers

Question 3

survey design process

Answer 3

1) Plan what to measure
2) Draft the questionnaire
3) Pretest and correct problems

Question 4

plan what to measure

Answer 4

ensure that information is relevant to research objectives

when in doubt, keep it short

Question 5

draft the questionnaire

Answer 5

question content
   make questions clear and concise
   choose language to match respondents and    research goals
question format
   open ended vs closed questions
   response scales

Question 6

typical survey layout

Answer 6

start: instructions
starting questions: broad general questions
next few questions: simple direct questions
major portion of questionnaire: focused questions may be increasingly complex
last few questions: personal questions that may seem sensitive, example: income

Question 7

conjoint analysis

Answer 7

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