tailieunhanh - Lecture Marketing research - Chapter 5: Survey research: The profound impact of the internet

Upon completion of this lesson, the successful participant will be able: To understand the reasons for the popularity of survey research, to learn the types of error in survey research, to learn about the types of surveys, to understand the advantages and disadvantage of online surveys,. Inviting you refer. | Copyright © 2004 John Wiley & Sons, Inc. Survey Research: The Profound Impact of the Internet CHAPTER Five Learning Objectives 1. To understand the reasons for the popularity of survey research. 2. To learn the types of error in survey research. 3. To learn about the types of surveys. 4. To understand the advantages and disadvantage of online surveys. Learning Objectives 5. To gain insight into the ways online surveys can be conducted. 6. To learn about recruiting sources for online surveys. 7. To recognize the special issues that arise in designing online questionnaires. 8. To gain insight into the factors that determine the choice of particular survey methods. Reasons for Collecting Primary Data by Survey Research 1. The need to know why To understand why people do or do not do something? 2. The need to know how To understand the process consumers go through before taking action 3. The need to know who To know who the person is from a demographic or lifestyle perspective To understand the reasons for the popularity of surveys. Popularity of Surveys Selection error Frame error Processing error Response error Nonresponse bias Instrument bias Interviewer error Surrogate information error Random sampling error Population specification error Sample design error Systematic error Table Types of Survey Error Total survey error Measurement error Sampling Error (Bias) Random: chance variation The difference between the sample value and the true value of the population mean Systematic Error (Bias) Mistakes in the research design Flaws in the execution of the sample design Frame error: using an incomplete or inaccurate sampling frame To learn about the types of error in survey research. Types Of Error Population Specification Error an incorrect definition of the population Selection Error sampling procedures are incomplete Measurement Error Variation between the true value and the information actually obtained To learn about the types of error in survey research. Types . | Copyright © 2004 John Wiley & Sons, Inc. Survey Research: The Profound Impact of the Internet CHAPTER Five Learning Objectives 1. To understand the reasons for the popularity of survey research. 2. To learn the types of error in survey research. 3. To learn about the types of surveys. 4. To understand the advantages and disadvantage of online surveys. Learning Objectives 5. To gain insight into the ways online surveys can be conducted. 6. To learn about recruiting sources for online surveys. 7. To recognize the special issues that arise in designing online questionnaires. 8. To gain insight into the factors that determine the choice of particular survey methods. Reasons for Collecting Primary Data by Survey Research 1. The need to know why To understand why people do or do not do something? 2. The need to know how To understand the process consumers go through before taking action 3. The need to know who To know who the person is from a demographic or lifestyle perspective To .

• Marketing - Bán hàng
• Marketing research
• Lecture Marketing research
• Nghiên cứu thị trường
• Marketing environment
• Survey research
• Types of survey error
• 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
• Traditional survey research
• Qualitative data analysis
• Quantitative data analysis
• Global marketing research
• Applied marketing research
• Internet focus groups
• 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