MARKET RESEARCH Secondary Internal data. Reservations Sales Mix Databases Enquires Turnaways. MARKET RESEARCH Secondary External data. Government agencies. The WWW. Associations Chambers of Commerce Research companies and consultants Universities and colleges Specialized publications.
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a. Personal interviews
b. Mail surveys
c. Telephone surveys
d. In-house, self-administered
Obstrusive for some people. Invasion of privacy
Not as personal as the personal interview
Expensive if long-distance calls are neededMARKET RESEARCH telephone surveys
1. Keep it as short as possible
2. Individual questions must be short and to the point
1. Include a date
2. Place personal questions at the end
3. Provide instructions on how the interviewer or respondent should answer
4. If appropiate, supply “don´t know” or “no opinion” options
1. Ask only one question in each question
2. Be as specific as possible
3. Avoid technical terms
4. Use words whose meanings are clear
5. Make sure there are no overlaps in possible responses
They only produce qualitative information which is not representative
It may not accurately represent the opinions, attitudes, perceptions.
If we need numerical data we need another methodMARKET RESEARCH QPRMs Fgs advantages & disadvantages
If we need numerical data we need another methodMARKET RESEARCH QPRMS IDI advantages & disadvantages