practicum 1: surveys
DESCRIPTION
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… - PowerPoint PPT PresentationTRANSCRIPT
![Page 1: Practicum 1: Surveys](https://reader036.vdocument.in/reader036/viewer/2022062306/5681617c550346895dd10b5b/html5/thumbnails/1.jpg)
S
Practicum 1: SurveysFebruary 14, 2013
Business 306Vinny DeLorenzo
Kevin Durham Matt Welling
Mike Gross
![Page 2: Practicum 1: Surveys](https://reader036.vdocument.in/reader036/viewer/2022062306/5681617c550346895dd10b5b/html5/thumbnails/2.jpg)
Agenda
What is a survey? Finding respondents and
gathering data Issues that can arise Why surveys are
important Conclusion
![Page 3: Practicum 1: Surveys](https://reader036.vdocument.in/reader036/viewer/2022062306/5681617c550346895dd10b5b/html5/thumbnails/3.jpg)
What is a Survey?
A Survey is… Primary data about
Knowledge Attitudes Preferences Buying Behavior(Armstrong & Kotler, 2012, p 109)
![Page 4: Practicum 1: Surveys](https://reader036.vdocument.in/reader036/viewer/2022062306/5681617c550346895dd10b5b/html5/thumbnails/4.jpg)
What is a Survey?
Survey Research Most widely used in
market research Best for…
Descriptive information General attitudes Preferences(Armstrong & Kotler, 2012, PPT)
![Page 5: Practicum 1: Surveys](https://reader036.vdocument.in/reader036/viewer/2022062306/5681617c550346895dd10b5b/html5/thumbnails/5.jpg)
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)
![Page 6: Practicum 1: Surveys](https://reader036.vdocument.in/reader036/viewer/2022062306/5681617c550346895dd10b5b/html5/thumbnails/6.jpg)
Finding Respondents
Data gathered via Samples Sample:
A segment of the population that accurately represents the group being studied(Armstrong & Kotler, 2012, p 114)
![Page 7: Practicum 1: Surveys](https://reader036.vdocument.in/reader036/viewer/2022062306/5681617c550346895dd10b5b/html5/thumbnails/7.jpg)
Finding Respondents
Probability Samples Simple Random Sample
Stratified Random Sample
Cluster Sample
![Page 8: Practicum 1: Surveys](https://reader036.vdocument.in/reader036/viewer/2022062306/5681617c550346895dd10b5b/html5/thumbnails/8.jpg)
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)
![Page 9: Practicum 1: Surveys](https://reader036.vdocument.in/reader036/viewer/2022062306/5681617c550346895dd10b5b/html5/thumbnails/9.jpg)
Issues with Surveys
Issues include…
Consumer privacy Inaccurate Findings Misuse of Research
Findings
(Armstrong & Kotler, 2012, pp 124-125)
![Page 10: Practicum 1: Surveys](https://reader036.vdocument.in/reader036/viewer/2022062306/5681617c550346895dd10b5b/html5/thumbnails/10.jpg)
Why are Surveys Important?
Surveys can… Gain customer insight Help avoid mistakes Keep costs low
Ex. Pontiac Aztec
![Page 11: Practicum 1: Surveys](https://reader036.vdocument.in/reader036/viewer/2022062306/5681617c550346895dd10b5b/html5/thumbnails/11.jpg)
Conclusion
Today we covered… What a survey is Finding respondents and
gathering data Issues that can arise Why surveys are
important
![Page 12: Practicum 1: Surveys](https://reader036.vdocument.in/reader036/viewer/2022062306/5681617c550346895dd10b5b/html5/thumbnails/12.jpg)
Questions?
![Page 13: Practicum 1: Surveys](https://reader036.vdocument.in/reader036/viewer/2022062306/5681617c550346895dd10b5b/html5/thumbnails/13.jpg)
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.