CHAP. 29 - Study Guide

Terms: 29.1
1. Problem definition - Occurs when a business clearly identifies a problem or research issue and the information that is necessary to solve it.
2. Primary Data - Data obtained for the first time and used specifically for the particular problem or issue under study.
3. Secondary Data - Has already been collected for some purpose other than the current study.
4. Survey Method - A research technique in which information is gathered from people through the use of surveys or questionnaires.
5. Sample - A part of the target population that is assumed to represent the entire population.
6. Observation Method - A research technique in which the actions of people are watched and recorded either by cameras or observations.
7. Point-of-Sale Research - A powerful form of research that combines natural observation with personal interviews to get people to explain buying behavior.
8. Experimental method - A research technique in which a researcher observes the results of changing one or more marketing variables while keeping certain other variables constant under controlled conditions.
9. Data Analysis - The process of compiling, analyzing, and interpreting, the results of primary and secondary data collection.

Terms: 29.2
1. Validity - Exists when the question asked measure what was intended to be measured.
2. Reliability - Exists when a research technique produces nearly identical results in repeated trials.
3. Open-ended Questions - Ask respondents to construct their own response to a question.
4. Forced-choice Questions - Ask respondents to choose answers from possibilities given on a questionnaire.

Research Process Steps:
1) Defining the problem
2) Obtaining Data
3) Analyzing the data
4) Recommending Solutions to the problem
5) Applying the results

Pros and Cons of Primary and Secondary Data: 
Primary data is more reliable.
Secondary data may not be as reliable.