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Lecture 9

MK 370 Lecture Notes - Lecture 9: Long-Distance Calling, Computer File

3 pages63 viewsFall 2014

Course Code
MK 370

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Anisha Manglani
Chapter 9 (CN): Survey-Data Collection Methods
September 18, 2014
Dual Focus Groups: two moderators work together on multiple different topics.
Dueling Focus Groups: two moderators take different positions on one topic.
Structured Observation: plan ahead of what to observe in particular.
Unstructured Observation: no pre-determined list of what to observe.
Laddering Technique: given a brand, people talk about value and then attributes.
Advantages of Surveys
Standardization – same set of questions for every person surveyed.
Ease of administration – read questions and record answers easily.
Ability to tap the “unseen.” – get beneath the surface; questions of motives, events, or thoughts.
Suitability to tabulation and statistical analysis – quick tallies, cross-tabulations, etc.
Sensitivity to subgroup differences – comparisons in the search for differences
*Four Alternative Data Collection Modes (know definition, pros/cons, examples)
Survey (interviews with a large number of respondents using a predesigned questionnaire).
Person-Administered (interviewer reads questions, either face-to-face, or over the phone, to the
respondent and records answers).
oSimilar to an interview, because it’s one-to-one.
Different from an interview, because you can’t deviate from questions.
Quality Control
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