...MARKET RESEARCH 1. Discuss the importance of attitude measurement, and describe tow different approaches to measuring people's attitudes toward a given object. There is a growing need among today's marketers to better understand their customer's attitudes and feelings toward the company's products, services, and delivery systems. Some researchers view "attitude" as a derived composite outcome of the interaction between a person's beliefs (i.e., cognitive thoughts) and expressed emotions (i.e., affective feelings) regarding those beliefs. Knowing these interactions can be helpful in predicting a person's behavior (i.e., conative action). Not all researchers accept this trilogy approach to measuring attitudes; some simply see attitudes as a global indicator of a person's feelings (i.e., affect = attitude) toward an object or behavior. No matter the approach, these is significant diagnostic value to both researchers and practitioners in understanding the different scale measurements used to capture people's belief structures versus emotional feelings versus behavior tendencies. Tell how to correctly design and text Likert, semantic differential, and behavior intention scales, and explain their strengths and weaknesses. Likert scale designs uniquely use a set of agreement/disagreement scale descriptors to capture a person's attitude toward a given object or behavior. Contrary to popular belief, a Likert scale format does not measure a person's complete attitude, only the...
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...take from quantitative or qualitative research (hsc.csu.edu.au, n.d). As the consultant for Heavenly Blush, we could suggest to use survey and questionnaires. From four types of primary research can be done, survey and questionnaires is the most effective. Heavenly Blush can conduct survey and questionnaire because by conduct both of them can clearly tell the information that the company needed. From survey, company can create a chart to make people easy to understand. Survey means a form of questioning that is stricter than interview and it is more general because it involves big scope of people (owl.english.purdue.edu, 2013). Heavenly Blush’s consultants would get the information that they want from the medium until large population. It is very useful than the consultants’ interview one by one to know the information of people think about Heavenly Blush. Questionnaire is often focus on the specific topic (hsc.csu.edu.au, n.d). For instance, if the consultants’ of Nike that want to know about what customer want from Nike’s products. So the consultants would ask some questions that are focus on one topic to fulfill the questions from Nike. As well as the Heavenly Blush’s consultants, they may ask some question to the large population to fulfill the objectives of conduct questionnaire. According to hsc.csu.edu.au, before conducting a survey or questionnaire, Heavenly Blush consultants should consider six stages; first, deciding upon the areas the consultants want to investigate...
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...dual-functionality aspect of the proposed card and what concepts needed to be explained further, but it also revealed customer appeal to the card and its features (Cooper & Schindler, 2011). The product optimization study was another online study conducted during the concept stage to determine the impact certain features have on a customer's decision to apply for the card and which of those features could potentially increase sales (Cooper & Schindler, 2011). This information proves beneficial in knowing which customers would not apply for the card and why and how the most appealing features would affect the profit margin. In the final stage of research, Starbucks measured the return on their marketing investment, using customer feedback obtained through yet another online survey after their new card was launched (Cooper & Schindler, 2011) . The customer feedback responded to customer awareness and the reasons why customers chose to apply, or not apply, for the card. This type of study measured the success of the card launch and how that success came about, along with whether or not the desired goals were reached. Before Starbucks could embark upon such research, the management-research question hierarchy had to be executed. Because Starbucks was more interested in expanding a current product, the actual management dilemma and line of questioning was in discovering the behavior of customers in introducing a dual-function card, the customer's understanding of the...
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...REPORT ON THE ETHICAL ISSUES INVOLVED IN MARKETING RESEARCH BASE ON THE CASRO CODE OF STANDARDS AND ETHICS FOR SURVEY RESEARCH The Council of American Survey and Research Organizations (CASRO) were founded in 1975, which represents over 300 companies and market research operations in the United States and abroad. The philosophy of CASRO is to “require their members to adhere to the CASRO Code of Standards and Ethics for Survey Research, a tough, internationally-cited set of standards which has long been the benchmark for the industry. The Code has been organized into sections describing the the responsibilities of a survey research organization to Respondents, Clients and Outside Contractors and in reporting study results”. Here in this report, the writer would like to focus on the ethical issues that research firms often violate, and has denied to follow the Code of Standards and Ethics from CASRO. The three popular ethical issues are presented and discussed below. There are four main responsibilities in the CASRO Code if Standards and Ethics: Responibilities to Respondents, Responsibilities to Clients, Responsibilities in Reporting to Clients and the Public, and Responsibilities to Outside Contractors and Interviewers. However, the writer of this report will focus mainly on the Responsibilities to Respondent as the ethical issues of this part are now dramatically increasing. In the Section 3 of Part A – Confidentiality belong to I.Responsibilities to Respondents (CASRO...
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...Online Surveys Jiali Ye Georgia State University, USA Chapter VIII AbstRAct The widespread use of personal computers in the work place and at home has created a new opportunity of conducting research. With the increasing accessibility of the Internet and e-mail, using the new medium to distribute surveys is gaining popularity among researchers. The online survey, however, is a “double-edged sword,” with the ability to access a large number of respondents at low costs, but the risk of increasing difficulties to evaluate the quality of the research (Couper, 2000). Concerns over response rates, sampling, and controlling the data collection environment have posed serious challenges to online survey researchers. The purpose of the present chapter is to offer suggestions for addressing these concerns. After a brief discussion on the formats of online surveys, the author will outline the challenges of conducting online surveys, and provide some strategies to overcome these challenges. IntRoductIon formats of online surveys Internet-based research may appear in various forms, but generally there are two formats for online surveys: e-mail surveys and Web-based surveys. E-mail surveys. According to Bachmann, Elfrink, and Vazzana (1996), e-mail questionnaires appeared almost simultaneously with the introduction of e-mail. E-mail surveys used to be restricted to population samples from within a company or a university. With the increasing number of e-mail users, e-mail surveys have...
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...1. What are the advantages and disadvantages for the Carmex marketing team in collecting data to narrow the flavor choices from three to two using (a) an online survey of a cross-section of Internet households or (b) an online survey of Carmex Facebook likers? A. An online survey of a cross section of Internet households. Advantages: The population from which the sample is drawn is representative of all internet households. So the population includes people aren’t users of lip balm and also users of competing lip balms. Disadvantages: Cost- to sample of internet households is far higher. Many households receiving the survey may not respond. Some people see this as junk mail and delete them without even opening them. Longer time to get results. It may take weeks to obtain survey data. B. An online survey of Carmex Facebook likers. Advantages: Low Cost, Quick response time. Easy to respond by just click on the flavor that they like the most. Disadvantages: May reach out to people who don’t really use Carmex. Some customers may not even have Facebook. Which means that they may be getting people are users of Carmex opinion. 2. (a) On a Facebook brand page, what are “engagement” and “likes” really measuring? (b) For Carmex, which is more important and why? A. On a Facebook brand page, “engagement” measures how active its Facebook audience is with a specific brand through activities like posting a comment, liking a status or by replying to one of the...
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...Module 1 Several Key Points BUSN 7278 Data Analysis Professor Bassell Page |1 The process for data preparation and analysis. The value of marketing research is its ability to provide accurate decision-making information to the user. To accomplish this, the data must be converted into usable information or knowledge. After collecting data through the appropriate method, the task becomes one of ensuring that the data provides meaning and value. Data preparation is the first part of the process of transforming data into useful knowledge. This process involves several steps: (1) data validation, (2) editing and coding, (3) data entry, (4) error detection, and (5) data tabulation. Data analysis follows data preparation and facilitates proper interpretation of the findings. Validation, editing, and coding of survey data. Data validation attempts to determine whether surveys, interviews, or observations were conducted correctly and are free from fraud. In recontacting selected respondents, the researcher asks whether the interview (1) was falsified, (2) was conducted with a qualified respondent, (3) took place in the proper procedural setting, (4) was completed correctly and accurately, and (5) was accomplished in a courteous manner. The editing process involves scanning of interviews or questionnaire responses to determine whether the proper questions were asked, the answers were recorded according to the instructions given, and the screening questions...
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...respondents. The overriding objective is to translate the researcher’s information needs into a set of specific questions that respondents are willing and able to answer. While this may seem straightforward, questions may yield very different and unanticipated responses. For example, how would you answer the following question: "Which State is larger, California or Texas?" Would you answer based on population or area? Why Is a Questionnaire Important? A questionnaire is the main means of collecting quantitative primary data. A questionnaire enables quantitative data to be collected in a standardized way so that the data are internally consistent and coherent for analysis. Imagine how difficult it would be to analyze the data of a national survey conducted by 40 different interviewers if the questions had not been asked in a standard way, that is, if the interviewers had asked different questions using different 176 176 wording and order. A questionnaire ensures standardization and comparability of the data across interviewers, increases speed and accuracy of recording, and facilitates data processing. Questionnaire Design Process No scientific principles guarantee an optimal or ideal questionnaire. Questionnaire design is as much an art as it is a...
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...these will be further examined in this paper. Sampling Plan According to Cooper and Schindler (2014), the sampling plan includes five questions. These questions include (p. 344): * What is the target population? * What are the parameters of interest? * What is the sampling frame? * What is the appropriate sampling method? * What size sample is needed? Once you have answered all these questions, you can determine the appropriate sampling design for your study. Penton Media has created their sampling plan from these questions. The target population for Penton Media’s study is the people who read their business magazines. Their subscribers consist of 1.7 mission people in the US, so they originally tested out the survey via phone with a small selection of subscribers. They then...
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...difference between things you need to know, and those it would be nice to know. Eliminate unnecessary lines of questioning at the planning stage. Maximise your chances of success The aim of questionnaire design is to a) get as many responses as you can that are b) usable and accurate. To maximise your response rate: • Give your questionnaire a short and meaningful title • Keep the questionnaire as short and succinct as possible • Offer incentives for responding if appropriate • Be creative – use different colours and images to make it attractive • Make it convenient – enclose a Stamped Address Envelope if appropriate. Who should you ask? It may not be possible to survey every person who could provide a useful response to your questionnaire. In such cases, you will need to choose a sample from your population to survey....
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...Quality Improvement Plan Part II This paper attempts to explain some areas of potential improvement for the Veteran Affairs (VA) organization in a surgical department. Describe the data that needs to be collected and the tools to be use. Also, it will be identified and compared the types of information collected based on the different tools used. Presenting the Quality Improvements (QI) tools needed to accomplish the goal and describe the information obtained from it. In addition, establish how are these tools helpful for the health care organizations. Areas of Potential Improvements for the Organization The areas to be considered are; on- call Practices, preoperative personnel are assigned designated times, in addition to their regular work hours, to be available on an “on-call” basis for unplanned , urgent, emergent procedures or to provide care for patients whose procedure run past schedule time periods. Call hours may vary from four hours or more. Actual hours worked during the call period are unpredictable and can range from 30 minutes to the entire length of the call period. A large body of research exists about fatigue and sleep deprivation and their effect on performance. Research also suggest that work periods of 12 hours or more are associated with higher probability of making an error and increase in risk-taking behaviors. The Time-Out: While technologies and other innovations have advanced health care, these advancements have also led to failures in the delivery...
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...Sociological Research Skills Name of Method Research Methods Questionnaires Brief Outline of Method A questionnaire is a list of written questions that can be completed in one of two basic ways Firstly, respondents could be asked to complete the questionnaire with the researcher not present. This is a postal questionnaire and (loosely) refers to any questionnaire that a respondent completes without the aid of the researcher. Secondly, respondents could be asked to complete the questionnaire by verbally responding to questions in the presence of the researcher. This variation is called a structured interview. Although the two variations are similar (a postal questionnaire and a structured interview could contain exactly the same questions), the difference between them is important. If, for example, we are concerned with protecting the respondent’s anonymity then it might be more appropriate to use a postal questionnaire than a structured interview. Questionnaires are restricted to two basic types of question: Closed-ended (or “closed question”) is a question for which a researcher provides a suitable list of responses (e.g. Yes / No). This produces mainly quantitative data. Open-ended (or “open question”) is a question where the researcher doesn’t provide the respondent with a set answer from which to choose. Rather, the respondent is asked to answer "in their own words". This produces mainly qualitative data. Strengths / Uses of Method Weaknesses / Limitations of Method...
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...A RESEARCH PROJECT PRESENTED AT THE UNIVERSITY OF KABIANGA ABOUT ; SUPERVISOR; PHILIP ZEAL CHEBUNET DATE;……………………….. MEMBERS; NAME; REG. NO. PHONE; SIGN 1. KIBET CORNELIUS KIPTOO CPR/033/13 0724612633 …………….. 2. AGUNDA ALICE CPR/036/14 0719281475 ……………… 3. OLOO NBELINDA ONYANGO CPR/032/14 0714056988 ……………… 4. WANGILA JOYCE N. CPR/015/14 0704464395 ……………….. 5. ALEX KIPLAGAT CPR/026/14 0710397622 ……………….. 6. KIMUTAI SHEILLAH CPR/025/14 0703117280 ……………….. 7. ONKOBA K. PHOEBE CPR/27/14 0702573832 ………………… 8. KELVIN NZIVO CPR/007/14 0710293935 ………………… 9. WAFULA HARRIET CPR/38/13 0721180983 …………………. 10. APARENMG GODFREY CPR/016/14 0727814068 …………………. 11. SIMION KARIUKI CPR/022/14 0701917384 ………………… DECLARATION We declare that this research is our original work and has not been presented to any another university for an award of degree or diploma. Therefore, no part of this research maybe reproduced without the permission...
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...Summary Audit sampling is necessary and helps improve an audit engagement because examining all items are rather very timely, requires more effort, and of course, at higher cost. Audit risks such as inherent, control and detection risk are first assessed when doing audit sampling. Low control risk means auditors rely extensively on the entity's internal control, and vice versa. The process for determining risks and gathering evidences to provide reasonable assurance are done through other audit procedures such as tests of controls and tests of details. These procedures are done by sampling. Using sampling, when auditors do not obtain sufficient and appropriate evidences, there is a risk of not identifying material errors and therefore result in a wrong conclusion. The use of either non-statistical sampling techniques or statistical ones does not directly affect application of audit procedures, appropriateness of audit evidences or courses of actions that could be taken. Even though the procedures in non-statistical sampling is less formal, they are still rigorous. Non-statistical sampling method involves eight steps namely establish objective test, defining the population, determining distortions, determining the appropriate sample size, determination of the right method for the sample selection, proper testing of the selected sample, extrapolating results, risk assessment. Firms include in their policies the techniques which they use to implement auditing procedures....
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...Business Research Methods, Part I Nikkei Crowder, Jessica Thompson, Delores Winton QNT/561 Anthony Matias August 13, 2012 Business Research Methods, Part I There are elements needed when conducting research, such as developing a theory and hypothesis, determining an appropriate research design, collecting data, providing analysis of the data, and revising the theory upon results. This paper will develop a research design behind the auto industry bailout and identify a sample design used for collecting data. Organizational Dilemma What was the ultimate cause of the downfall of the auto industry resulting in a bailout? This research question arising from the dilemma in the auto industry is one that many American’s found him or herself asking after the government decided to bail them out of their financial crisis. In 2008, the auto industry found itself in a downward financial spiral. Gas prices reached over $4 a gallon and the credit debacle is only a couple of reasons for the dilemma the auto industry faced. The country was facing a recession and they blame up-and-coming technologies of distracting technologies to validate and continue the old routine and procedure to fill their pockets with money and bonuses to retain the status quo in the industry without any regard to others affected, even if this method compromises their long-term strategy. Roche (2009), “This qualifies as failed management syndrome because they consider themselves royalty and...
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