Chapter Seven Descriptive Research Designs: Survey Methods and Errors

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Chapter Seven - Descriptive Research Designs
Survey Methods and Errors

• MKTG 328 Marketing Research
• Schreiber

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Intro The JP Hotel Preferred Guest Card Study

• New marketing strategy ___________________________
  ________
• JP Hotel Preferred Guest Card to
• Become a member
• CEO asked Is it working?

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Intro The JP Hotel Preferred Guest Card Study

• Needed info on
• Led to Five Research Objectives
• Determine _________________
• Identify evaluate the __________________________
  __
• Measure _______________________
• Whether to _________________
• Create ___________________________________________
  ___

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Survey Research Methods

• research procedures for collecting large amounts
  of raw data using question-and-answer formats.

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Advantages/Disadvantages of Survey Research
Methods

• Advantages
• Disadvantages

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Types of Errors in Survey Research Methods

• Sampling error
• Systematic errors
• Respondent errors
• Measurement Design errors
• Faulty Problem Definition errors
• Reseachers Administrative errors

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Types of Survey Methods

• Person-administered
• Telephone-administered
• Self-administered
• Computer-assisted