ADMS 4260 Lecture Notes - Lecture 2: Maute Group, Interactive Voice Response, Electrocardiography

• School: York University
• Department: Administrative Studies
• Course: ADMS 4260
• Professor: Manfred Maute

Document Summary

Since each marketing research study addresses a unique decision problem, secondary data often provides a less than ideal solution to the marketing manager"s needs for information. Data gathered specifically for the decision problem at hand. Oral or written questioning of respondents to obtain information. Key decisions for collecting primary data observed or not. Data obtained independently of respondent"s ability to recall and/or report information. Actual behavior rather than self-reports is measured (demand and memory do not distort reporting) Conscious participation by respondent is not required (behaviors respondent is unaware of, cannot articulate can be observed) > internal states (emotions, attitudes, motivation) that are not directly observable. > individual characteristics (e. g. , income/education) that are difficult to observe. Information about past or future events can be communicated, whereas events must occur to be observed. Physiological reactions (e. g. , galvanic skin response, brain waves, voice pitch analysis, pupil dilation, ekg respiration/blood pressure etc. ) Key decisions when collecting primary data by observation.