ADMS 4260 Study Guide - Quiz Guide: Entscheidungsproblem, Shampoo, Nielsen Corporation

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

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. 5. identify four methods of administering a questionnaire; and introduce the concepts of information, sampling and administrative control and assess how personal and telephone interviews and mail and internet surveys differ in terms of these three types of control. Data on actual behavior rather than self-reports is gathered (demand and memory do not distort reporting) Certain types of data can only be collected by observation (behaviors that respondent is unaware of, cannot communicate about) Mechanical observation greatly increases quantity/accuracy of primary data. Communication is more versatile, generally quicker & cheaper. > internal states (emotions, attitudes, motivation) that are not directly observable. > complex behaviors that are difficult to observe. Researcher has more control over data gathering activities. Information about past or future events can be communicated, whereas events must occur to be observed.