Chapter 5: Marketing Information Systems & Marketing Research
Sample topics for which managers need information - which type of research would be most appropriate for each?
Ch. 5: Marketing Information System & Marketing Research
Marketing Information System can be divided into three major areas:
Marketing Research Process
Marketing Research Process, Cont.
Degree of Problem Definition
Sampling
PPT Slide
Procedure for Developing a Questionnaire
Procedure for Developing a Questionnaire, Cont’d
Development of questions 1. Every question should focus on a topic and measure what you want it to measure.
2. Questions should be brief
3. Use vocabulary the respondent can understand.
4. Question must be applicable to the respondent.
5. Avoid using examples that can introduce bias.
6. Make sure the respondent can answer the question.
7. Avoid ambiguous words.
8. Avoid double-barreled questions.
9. Scales–Mutually exclusive–Collectively exhaustive
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