MKT 100 Chapter Notes - Chapter 39: Shampoo

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Anthony Bonato

Document Summary

Conclusive research can also be collected from the merchandise that is scanned at a store, or from a group of customers, known as a panel, who record all of their purchases. In this section, we will discuss each of these conclusive research techniques survey, experiment, scanner, and panel. Survey research a survey is a systematic means of collecting information from people that generally uses a questionnaire. A questionnaire is a form that features a set of questions designed to gather information from respondents and thereby accomplish the researchers" objectives. Individual questions on a questionnaire can be either unstructured or structured. An unstructured question like what are the most important characteristics for choosing a brand of shampoo? yields an unstructured response. Structured questions thus are closed-ended questions for which a discrete set of response alternatives, or specifi c answers, is provided for respondents to evaluate (see exhibit 9. 6). Developing a questionnaire is part art and part science.