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HTR 741 (10)
Lecture

WK 4 HUNTER.docx

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Department
Hospitality/Tourism
Course
HTR 741
Professor
Michael Hunter
Semester
Winter

Description
February042014Twobasictypesofresearch1Quantitative2QualitativeAlways3Qs1Whodoyouwanttogetanswersfrom2Whatisthebestwaytotalktothem3WhereshouldwedoitincontextAttimesimprovedinsightandperspectivearegainedfromtalkingwith4customersfor2hoursthanbysurveyingathousandcustomersWhenmarketdoesntexistyetQuantitativeResearchTypeQualitativeHypothesistesting1DepthGreaterdebtHowmanyorhowmuch2TypicalQuestionsWhydidyoubuythat3FlexibilityStructureSuperficialandclosedended4QuestionTypeOpenedendedquestionsquestionsNumbers5NumbersNonumbersSampleislarge6SampleSmallnotrandomScientificallyprojectionfor7RepresentativenessMoredirectionaltheentirepopulationBothofthemareverypowerfulDependsonwhichonesuitsyourpurposeandtheyshouldbeusedappropriatelyTwotypesofQsyoucanuseinQuantitativeCloseendedQsBringbothsideofanissuetotherespondentsattentionYoucanaskmorecloseendedQsbeforetherespondentgetstiredAskmoretopicsandQsDetermineconsensuswcloseendedQsYouplantideasinpersonsmindsproblemwcloseendedQsCloseendedQsLessspontaneityHaveapotentialbiasofalteringrespondentsideasYoumustcomeweveryresponsepossibleIftherearetoomanyoptionsyoucanuseotherpleasespecifyYouwantthemtobemutuallyexclusiveTakesmoretimetoputtogetherCapitalADCifyouusethemtolabelyourQspeoplehavethetendencytopickA
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