Motive-A need, want, drive, wish, desire, impulse, or any inner state that energies, activates, or moves and that directs behavior toward goals. 6.
Communication Collection- 7. Observation Collection Section #2 Answer the following questions: 1 . List the seven kinds of primary data about Individuals that Interest marketers. (1) Behavior (2) Demographic;socioeconomic (3) Personality/Lifestyle (4) Attitudes (5) Awareness/Knowledge (6) Intentions (7) Motivation 2. Describe the two basic means of obtaining primary data.Observation and Communication Observation: on Involves scrutinizing the situation of Interest and recording the relevant facts , action ,or behaviors .
Communication: Involve questioning respondents to secure the desired information using a data collection instrument allied a questionnaire. 3. State the specific advantages of each method of data collection. In general, the communication method of data collection has the advantages of versatility speed ,and cost ,whereas observation data are typically more objective and accurate.
4.List the Important considerations In the use of Observational methods of data collection. Observational data may be gathered using structured or unstructured methods that are either disguised or undisguised . The observations may be made in a contrived or a natural setting and may be a 5.
Cite the main reason researchers may choose to disguise the presence of an observer in a study. Most often, an observer presence is disguised in order to control the tendency of people to behave different when they know their actions are being watched. 6.Explain the advantages and disadvantages of conducting an observational experiment in a laboratory setting. The advantage of a laboratory environment is that researchers are better able to control outside influences that might affect the observed behavior.
The disadvantage of the laboratory setting is that the contrived setting itself may cause differences in behavior. A contrived setting ,however ,usually feeds the data collection process ,results in lower cost research ,and allows the use of more objective measurements. Chapter #6 1 . Fixed alternative question (closed ended) 2.Open ended questions 3.
Personal Interview 4. Mall intercept 5. Telephone interview 6. Mail questionnaire 7. Internet based questionnaire 1 .
Explain the concept of structure as it relates to questionnaires. The degree of structure in a questionnaire is the degree of standardization imposed on it. In a highly structure questionnaire to be asked and the reposes permitted by the subjects are completely predetermined . In a questionnaire with less structure , the espouse categories are not provided ; sometimes even the questions can vary.
2.What are the advantages and disadvantages of using a highly structured questionnaire? 3. What are the four main methods of collecting data using a questionnaire? 4. Use exhibit 6. 5 to help you create a chart to show the main advantages and disadvantages of each of the four methods.
(1) Personal Interviews Advantage: Ability to secure correct respondent Response rate Ability to probe for detailed answers Ability to handle complex information Ability to clarify questions Flexibility of questions sequencing Ability to show visual displaysDisadvantage: Protection from interviewer bias Ability to obtain personal information Ability to offer anonymity Time requirements Quality control requirements (2) Telephone Interviews Advantage: Ability to secure list of population members Ability to secure correct respondent Computer cursors Amount of information obtained Cost requirements (3) Mail Questionnaires (4)lenient-based Questionnaires Computer support 5. What are the strongest reasons for a researcher to choose to use an Internet- based questionnaire? Internet-based Questionnaires: Is a questionnaire that relies on the Internet for completion.
