MRKT 345 Lecture Notes - Lecture 1: Upselling, Goal Orientation, Customer Relationship Management
Document Summary
Always keep promises, follow rules or laws: utilitarianism: choose the option that leads to the most benefit to the most people. Influences how a person makes decisions in certain situations. Hypotheses, eliminate impractical ideas, clarify concepts: types: literature, focus groups, interviews, projective tests, Chapter 5 qualitative research: qualitative: research yielding findings that are not subject to quantification or quantitative analysis. Typically research analysis is done using measurable and numeric standards. Internal consistency: the ability of an instrument to produce similar results when used on different samples during the same time period to measure a phenomenon. Chapter 12 questionnaire design: the role of the questionnaire, questionnaire: set of questions designed to generate the data necessary to accomplish the objectives of the research project. 7: step 1: determine survey objectives, resources, and constraints, step 2: determine the data collection method, step 3: determine the question response format, the nuances of probing, reactive probing, request for elaboration:
