TAILIEUCHUNG - Ebook Essentials of marketing research - A hands on orientation (Global edition): Part 2

(BQ) Part 2 book "Essentials of marketing research - A hands on orientation" has contents: Questionnaire and form design, sampling design and procedures, data collection and preparation; data analysis: frequency distribution, hypothesis testing, and cross tabulation; data analysis: frequency distribution, hypothesis testing, and cross tabulation; report preparation and presentation. | Find more at 8 Questionnaire and Form Design Overview Questionnaire or form design is an important step in formulating a research design. Once the researcher has specified the nature of the research design (Chapters 3 through 6) and determined the scaling procedures (Chapter 7), a questionnaire or an observational form can be developed. This chapter discusses the importance of questionnaires and observational forms. Next, we describe the objectives of a questionnaire and the steps involved in designing questionnaires. We provide several guidelines for developing sound questionnaires. We also consider the design of observational forms. The considerations involved in designing questionnaires when conducting international marketing research and research in social media are discussed. Several ethical issues that arise in questionnaire design are identified. Figure gives the relationship of this chapter to the marketing research process. 236 4/30/14 8:24 PM “ Find more at Pretesting a questionnaire is absolutely essential for success. All legitimate researchers understand this and won’t dare waste the public’s time or their own effort with a questionnaire that hasn’t been pretested.”   Diane Bowers, President, Council of American Survey Research Organizations (CASRO), Port Jefferson, New York Learning Objectives After reading this chapter, the student should be able to: 1. Explain the purpose of a questionnaire and its objectives. 2. Describe the process of designing a questionnaire, the steps involved, and the guidelines that must be followed at each step. 3. Discuss the observational form of data collection. 4. Discuss the use of software for designing questionnaires. 5. Explain the considerations involved in designing questionnaires for international marketing research. Explain how social media interface with 6. questionnaire design. 7. Understand the .

• Marketing - Bán hàng
• Essentials of marketing research
• Marketing research
• Report preparation
• Frequency distribution
• Hypothesis testing
• Data analysis
• Cross tabulation
• Qualitative research
• Measurement and scaling
• Nature of marketing research
• Planning the research project
• Marketing research essentials
• Management decision making
• Problem definition
• Exploratory research
• Traditional survey research
• Online marketing research
• Qualitative data analysis
• Quantitative data analysis
• Global marketing research
• Applied marketing research
• Marketing research industry
• Research ethics
• Nghiên cứu thị trường
• Social media research
• Causal research
• Syndicated data
• Research design
• External marketing environment
• Conduct marketing research
• Quantitative research
• Survey research
• Research results
• Research report
• Managerial decision making
• The marketing research process
• Secondary data
• Literature reviews
• Data collection approaches
• Primary data collection
• Observation research
• Preparing data for quantitative analysis
• Basic data analysis
• Observational research designs
• Causal research designs
• Big data analytics
• Demonstrating causation
• Measurement process
• Measurement scale
• Questionnaire design
• Good questionnaire
• Sampling plan
• Nonsampling errors
• Sample size determination
• Probability samples
• Data processing
• Fundamental data analysis
• Statistical testing
• Statistical significance
• Designing the questionnaire
• Communicating marketing research findings
• Attitude scales
• More powerful statistical methods