Marketing research uses various tools in gathering needed information from consumers, focus groups etc. A few of these tools are Likert, Semantic differential, and Stapel scales. I will describe each method, starting first with the Likert Scale. The Likert scale out of the three has been around the longest since 1932, primary function was to develop a system of measuring attitudes by the responses received from a series questions, statements about a specific topic. These questions, statements were tailored to measure the cognitive and affective components of behavioral attitudes. Best example of this would be questions that we may have come across in where your answer choices were either Strongly agree/ agree/ don’t know/ disagree / strongly disagree. Each questions or statement would have a value to it and that value would be used in measuring the feedback collected. Usually these types of evaluations would be anonymous to protect the participant which helps in gathering truthful data. However it’s not a guarantee that individuals be truthful with their answers which can provide imp...
2.) We began our study by interviewing a classmate, then interviewing another PLHS student for homework and recording our data. We then proceeded to fill out a Google form, which aided us in planting the anonymous data in a data table and combining it. Following that, we sorted and graphed the data by gender and ethnicity to see how different groups responded to each inquiry. Upon doing th...
The participants were invited to a university building made aware of the 20-minute videotaping was to be recorded of a communication situation. They were then introduced for the first time by their first name when entering the observation room. The participants were free to choose a topic for their discussion provided it was about something serious and personal. The dyads were in the room by themselves for the first time being aware of the pre-installed camera pointing in the direction of their chairs. After their 20 minutes on camera there would be a knock on the door to end the session. Once the recording had been finished, the participants filled in a questionnaire to check on the legitimacy of the arrangements and to cover the participant’s subjective outlook of the situation before the purpose of the study was disclosed to them. They were guaranteed the tapes would stay confidential and the statistics used they will not be recognized also they can withdraw the consent to use their data at any time. At this time any question was answered as openly as the participants demanded before they were asked to give consent for their videotape to be used in the
First, all data have both an objective and a subjective component. Numbers can be easily assigned to all qualitative data (such as open-ended questions in surveys), and any number obtained by a quantitative study is interpreted using a subjective or qualitative judgment. Second, using differen...
I believe the results of this survey to be accurate as the survey was conducted in a fair and professional manner. However, I also discovered how easy it can be to manipulate the data and the opinions of participants to favor a single viewpoint. Surveys are an important method of gathering, summarizing and presenting large amounts of data. However, when relying on polls to form opinions or make decisions, people should consider the source, look for any conflicts of interest, contemplate other avenues of information and draw their own conclusions.
The sampling procedures that can be utilized in evaluation research is vast. The selected sampling procedure is important in the consideration of external validity. External validity generalizes the findings to individuals in the study sample with characteristics that are alike (DiClemente et al., 2013). Although, not all research studies will require a sampling procedure that would deliver an external validity.
...d for consent to proceed with the study. The participants were given thorough instructions that at any during the survey you can withdrawal your participation in the research, and that this is to benefit research to society. Participation is this survey was voluntary was emphasized. Participants were told that the surveys should take no longer than fifteen minutes and the personal information will remain confidential their results may be shared, but for research purposes only. The questionnaire will have a demographic sheet and a 50 item questionnaire divided into two sections. One part has a four point Likert scale (0= Almost Never, 1=Sometimes, 2= Often, 3 =Almost Always) and the other part is a selection of A or B. It was also reiterated that the participants had the right to withdraw from the research study at any time; there will be no consequences or penalty.
...to ensure results are a true representation of participant opinion. The researcher to share a clear account of the methods, data collection and analysis used in the study.
The research is not without its limitations. One of the challenges that would be faced would be establishing the accuracy and bias in the various answers given by respondents. Some of the information may be dishonest, biased and unclear. This would render the report unreliable.
Given this minimal evaluation baseline, the impact of the potential for self-evaluation can be studied by manipulating a participant's ac...
The results are analysed and findings used to deduce a pattern in the collected data. Since surveys are easy to distribute through the internet and emails, they are considered whenever researcher seek knowledge about a specific matter. Unlike both interviews and questionnaires, survey can be distributed to a wide-range of potential respondents, which helps researchers to draw comprehensive conclusions from its findings. Nevertheless, surveys are not ideal for collecting in-depth data on a research topic because they are only designed to gather what majority think of something as opposed to collecting detailed rationale for a phenomenon or
Once the market research data is compiled, it is then evaluated and upon which recommendations and conclusions about are drawn. This includes how the design of the product would look like, its price, initial niche markets, etc.
Despite these attempts to improve polling accuracy, surveys are susceptible to a number of errors. The most common of which is a samplin...
...sis, which could make all results invalid. With any research projects, limitations will be present. It is important to attempt to eliminate some of these causes in order to complete a thorough, accurate study. In future projects, this study could go about researching the issue in different ways. Perhaps using a larger sample size would be conducive for accurate results. A larger sample size helps reduce and even out any possible errors caused by those who do not answer truthfully. Also, keeping the surveys mainly anonymous would help to receive more truthful and accurate responses from participants. Participants may be fearful of judgments on open interviews or phone interviews, which could affect responses. In order to obtain as accurate results as possible, a future study would need to find ways to survey participants in a confidential way that feels comfortable.
Briefly it is a systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company, allows management to make the changes necessary for better results through adopting a proactive approach. Therefore, if a company wants to know what type of products or services would be profitable it should make a market research. Furthermore, a comprehensive research will enable the company to know about the product imperfections (if there are) and to know if it has been able to satisfy customers’ needs. It attempts to provide accurate information that reflects a true state of affairs. Due to market research the company can formulate a viable marketing plan and estimate the success of its existing plan. There are two main sources of marketing research information:
Several factors affect consumers’ attitudes, actions and decisions. Public catch information from social networks, which is an important source of getting information and this, is also a very suitable source of information. People talk about their experiences with each other regarding a product or brand. This is how people get different kind of information about different brands and products. In marketing we call this thing electronic word of mouth. Word-of-mouth is evaluating or sharing experiences...