ADM 2320 Lecture Notes - Lecture 9: Jargon, Surveymonkey, Qualtrics

• School: University of Ottawa
• Department: Administration
• Course: ADM 2320
• Professor: David Delcorde

Document Summary

~~~ not in textbook ethnic grapho-study (like tide) ~~~ Primary data: collected in a variety of ways including observing consumer behaviour, conducting focus groups, or surveying consumers by using the mail, telephone, in-person interviews, or the internet. Advantage of primary research = can be tailored to fit research questions. Disadvantages of primary research = expensive to obtain & it takes time. Quantitative: provides info. needed to confirm those insights that a firm may have. Exploratory in nature & provides initial information that helps researcher more clearly formulate research problem or objectives. More informal than quantitative research methods & includes observation. When conducting qualitative research, one must e(cid:374)sure that . Results achieved are reliable (same result is. Uses surveys, formal studies, scanner & panel data. Far more ppl ca(cid:374) (cid:271)e rea(cid:272)hed (cid:862)the(cid:455) gi(cid:448)e (cid:455)ou (cid:271)reath(cid:863) achieved when a study is repeated under identical situations) Study is valid (it measures what it is supposed to (cid:373)easure(cid:895) & .