practicum 1: surveys february 14, 2013 business 306 vinny delorenzo kevin durham matt welling mike...
TRANSCRIPT
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Practicum 1: SurveysFebruary 14, 2013
Business 306
Vinny DeLorenzo Kevin Durham
Matt WellingMike Gross
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Agenda
What is a survey?
Finding respondents and gathering data
Issues that can arise
Why surveys are important
Conclusion
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What is a Survey?
A Survey is… Primary data about
Knowledge Attitudes Preferences Buying Behavior(Armstrong & Kotler, 2012, p 109)
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What is a Survey?
Survey Research Most widely used in
market research Best for…
Descriptive information General attitudes Preferences(Armstrong & Kotler, 2012, PPT)
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What is a Survey?
“…the most widely used method for primary data collection…”
(Armstrong & Kotler, 2012, p 109)
“Major advantage… is its flexibility…”
(Armstrong & Kotler, 2012, p 109)
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Finding Respondents
Data gathered via Samples Sample:
A segment of the population that accurately represents the group being studied
(Armstrong & Kotler, 2012, p 114)
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Finding Respondents
Probability Samples
Simple Random Sample
Stratified Random Sample
Cluster Sample
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Gathering Data
Several Methods Most Common…
Mail- Low Cost, Low RR
Telephone- Medium Cost, Low RR
Personal- High Cost, High RR
Online- Low Cost, Medium RR
(Armstrong & Kotler, 2012, p 110)
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Issues with Surveys
Issues include…
Consumer privacy Inaccurate Findings Misuse of Research
Findings
(Armstrong & Kotler, 2012, pp 124-125)
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Why are Surveys Important?
Surveys can… Gain customer insight Help avoid mistakes Keep costs low
Ex. Pontiac Aztec
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Conclusion
Today we covered…
What a survey is Finding respondents
and gathering data Issues that can arise Why surveys are
important
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Questions?
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References
Armstrong, A., & Kotler, P. (2012). Principles of marketing. (14th ed., p. 109). Upper Saddle River, New Jersey: Prentice Hall.
Armstrong, A., & Kotler, P., (2012). Chapter four: Managing marketing information to gain customer insights. [PowerPoint slides]. Retried from CSUMB, BUS306 iLearn account.