marketing

Question 1

secondary data

Answer 1

comprise information originally gathered or recorded for some purpose other than to address the current market research problem

eg. ABS (government) or other organisation

Question 2

primary data

Answer 2

are data observed or collected directly from respondents as part of the current market research problem

Question 3

mail surveys

______ research method

Answer 3

A mail survey is a survey form that is mailed to potential respondents along with instructions on how to complete and return the form.

Quantitative survey

Question 4

online surveys

_____ research method

Answer 4

email or web-based surveys, completed and returned online

quantitative research method

Question 5

computer assisted personal interview

____ research method

Answer 5

in person survey administered by an interviewer (door-to-door shopping centre)

qualitative research method

Question 6

computer assisted telephone interviews

Answer 6

administered by interviewer over the telephone

Question 7

interviewer led survey pros and cons

Answer 7

pros:

• comparatively high response rate
• can ask more questions based on the responses given

cons

• lack of anonymity can distort responses
• comparatively expensive

Question 8

self-response survey pros and cons

Answer 8

comparatively cheap
may provide alot of information
suitable to getting yes or no responses

poor response rate
delay in receiving responses

Question 9

depth interview

Answer 9

researcher driven with questions to guide the interview

• can get rich, deep and detailed information
• explore responses with further questioning to ensure as much information is gained from the process as possible

=expensive
=can be difficult to obtain participants
=time-consuming

Question 10

focus groups

Answer 10

a group of respondents are brought together, introduced to an idea, concept or product, and their interactions observed

• provides multiple perspective
• elicits rich, deep and detailed information

=expensive
=difficult to obtain participants
=group makes it difficult for sensitive material

Question 11

random probability

Answer 11

each member of the population to be studied has an equal opportunity of being selected for the sample

Question 12

stratified sampling

Answer 12

population is divided into different groups based on some characteristic and then from each of these groups a random sample is chosen

Question 13

outline qualitative research methods

Answer 13

• focus group

* depth interview

Question 14

outline quantitative research method

Answer 14

• interview led survey

* self response survey