TAILIEUCHUNG - Lecture Marketing research (10th edition): Chapter 6 - McDaniel, Gates

Chapter 6 - Traditional survey research. What are the various types of survey research? As noted previously, not everyone is willing to participate in a survey. What kind of errors does that create? What are the other types of errors encountered in survey research? Why have Internet and mobile survey research become so popular, and what are their drawbacks? These questions are answered in this chapter. | 6-1 Chapter Six Why is Survey Research so Popular? 6-2 Key Terms & Definitions The need to know why. For example, why did they buy or not buy a particular brand? What did they like or dislike about it? Who or what influenced them? The need to know how. How did they make the decision? What time period passed? What did they examine or consider? When and where was the decision made? What do they plan to do next? The need to know who. Who is the person, and who played an influencing role in the decision making process, from a demographic or lifestyle perspective? Survey Research Error 6-3 Key Terms & Definitions Since the errors are so important and occur at many stages of the process, a short test over this section of the chapter might be considered. Random Error or Random Sampling Error: Error that results from chance variation. Chance Variation: The difference between the sample value and the true value of the population mean. Systematic Error or Bias: Error that results from .

• Marketing - Bán hàng
• Marketing research
• Lecture Marketing research
• Nghiên cứu thị trường
• Traditional survey research
• Survey research
• Survey method
• Marketing environment
• Managing marketing research
• Research ethics
• Data collection
• Descriptive research
• Data analysis
• Marketing research process
• Online marketing research
• Social media research
• Online qualitative research
• Online survey research
• External marketing environment
• Marketing concept
• Communicating the research results
• Research report
• Managerial decision making
• The marketing research process
• Observational research designs
• Data collection approaches
• Causal research designs
• Qualitative research
• Essentials of marketing research
• Measurement and scaling
• Nature of marketing research
• Planning the research project
• Experimental research techniques
• Project Manager
• Marketing research department
• Marketing intelligence
• Marketing research essentials
• Management decision making
• Problem definition
• Exploratory research
• Qualitative data analysis
• Quantitative data analysis
• Global marketing research
• Applied marketing research
• Internet focus groups
• Types of survey error
• Research design
• Marketing research on the internet
• Issues in data collection
• Attitude measurement
• Marketing research industry
• Services producers
• Causal research
• Syndicated data
• Conduct marketing research
• Marketing data
• Secondary sources
• Marketing mix measures