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Practicum 1: Surveys

Practicum 1: Surveys. February 14, 2013 Business 306 Vinny DeLorenzo Kevin Durham Matt Welling Mike Gross. Agenda. What is a survey? Finding respondents and gathering data Issues that can arise Why surveys are important Conclusion. What is a Survey?. A Survey is…

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Practicum 1: Surveys

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  1. Practicum 1: Surveys February 14, 2013 Business 306 VinnyDeLorenzo Kevin Durham Matt Welling Mike Gross

  2. Agenda • What is a survey? • Finding respondents and gathering data • Issues that can arise • Why surveys are important • Conclusion

  3. What is a Survey? A Survey is… • Primary data about • Knowledge • Attitudes • Preferences • Buying Behavior (Armstrong & Kotler, 2012, p 109)

  4. What is a Survey? Survey Research • Most widely used in market research • Best for… • Descriptive information • General attitudes • Preferences (Armstrong & Kotler, 2012, PPT)

  5. What is a Survey? • “…the most widely used method for primary data collection…” (Armstrong & Kotler, 2012, p 109) • “Major advantage… is its flexibility…” (Armstrong & Kotler, 2012, p 109)

  6. Finding Respondents • Data gathered via Samples • Sample: A segment of the population that accurately represents the group being studied (Armstrong & Kotler, 2012, p 114)

  7. Finding Respondents Probability Samples • Simple Random Sample • Stratified Random Sample • Cluster Sample

  8. Gathering Data Several Methods • Most Common… • Mail- Low Cost, Low RR • Telephone- Medium Cost, Low RR • Personal- High Cost, High RR • Online- Low Cost, Medium RR (Armstrong & Kotler, 2012, p 110)

  9. Issues with Surveys Issues include… • Consumer privacy • Inaccurate Findings • Misuse of Research Findings (Armstrong & Kotler, 2012, pp 124-125)

  10. Why are Surveys Important? • Surveys can… • Gain customer insight • Help avoid mistakes • Keep costs low • Ex. Pontiac Aztec

  11. Conclusion • Today we covered… • What a survey is • Finding respondents and gathering data • Issues that can arise • Why surveys are important

  12. Questions?

  13. References Armstrong, A., & Kotler, P. (2012). Principles of marketing. (14th ed., p. 109). Upper Saddle River, New Jersey: Prentice Hall. Armstrong, A., & Kotler, P., (2012). Chapter four: Managing marketing information to gain customer insights. [PowerPoint slides]. Retried from CSUMB, BUS306 iLearn account.

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