Management and Organizational Studies 1021A/B Chapter Notes - Chapter 8: Psychographic
1 Jul 2018
School
Department
Professor
Lecture 8:
In telephone and online surveys the responses may be questionable and not easily probed.
Sampling: Who is to be sampled? How big should the sample be? How should the sample be
selected?
Benefits of secondary data:
-lower in cost and easier to obtain than primary data
-can illuminate further data requirements
Disadvantages secondary data:
-secondary data may be out of date
-definitions or categories may not be right for the project
-the data may not be accurate or specific enough for the study
Online bulletin boards may not provide researchers with the depth of information available
through an online community. Online bulletin boards are easier to manage and administer.
Netnography: refers to the online market research tools like social listening, online research
bulletin boards and online research communities
Quantitative research: statistically accurate and less open to interpretation, main disadvantage
is its costly and time consuming
Observations: Advantages:
-reflect actual behaviour
-highly accurate when collected by machines
-mechanical observations(using various types of machines to collect the data, which is
then interpreted by researchers) reduce interviewer bias
-appropriate when respondents can’t clearly articulate opinions
Observations: Disadvantages:
-do not indicate why consumers behave as they do
-do not provide data on attitudes and opinions
-different researchers may interpret behaviour differently
-may require further explanation
-ethical questions exist around privacy issues
Surveys Advantages:
-can ask numerous questions
-questions are standardized
-interviewers can often probe for in-depth answers
-questions can be administered via email, mail, telephone, the internet, or in person
Surveys Disadvantages:
-results can be biased by methodology
-results can be influenced by the interviewer
-can be expensive and time-consuming
find more resources at oneclass.com
find more resources at oneclass.com
21
MOS 1021A/B Full Course Notes
Verified Note
21 documents
Document Summary
In telephone and online surveys the responses may be questionable and not easily probed. Lower in cost and easier to obtain than primary data. Definitions or categories may not be right for the project. The data may not be accurate or specific enough for the study. Online bulletin boards may not provide researchers with the depth of information available through an online community. Online bulletin boards are easier to manage and administer. Netnography: refers to the online market research tools like social listening, online research bulletin boards and online research communities. Quantitative research: statistically accurate and less open to interpretation, main disadvantage is its costly and time consuming. Mechanical observations(using various types of machines to collect the data, which is then interpreted by researchers) reduce interviewer bias. Do not indicate why consumers behave as they do. Do not provide data on attitudes and opinions. Questions can be administered via email, mail, telephone, the internet, or in person.
