MKT 500 Lecture Notes - Lecture 9: Micromarketing, Survey Data Collection

• School: Ryerson University
• Department: Marketing
• Course: MKT 500
• Professor: Tina West

Document Summary

Word questions used to gather the information using the respondent" frame of reference: ex: conduct a survey based on a representative sample of college students who have stated they intend to rent off campus apartments during the next academic year to determine the likelihood (measured on a 5 point scale ranging from 1=very unlikely to rent to 5= very likely to rent) that, given all factors are equal, students will rent from an apartment providing free basic cable tv (with channels available clearly stated) or from an apartment complex providing free satellite tv with premium channels (with channels available clearly stated). casual, informal research that is undertaken to learn more about the research problem to gain background dinformation to uncover potential opportunities/threats ex: going to the library or googling information on the topic to idenfity/measure the marketing phenomena at a point in time or over a period of time.