Marketing Research V Power Point

MAR 3231, Marketing Research 1

Course Learning Outcomes for Unit V Upon completion of this unit, students should be able to:

8. Examine the marketing research process as an information-gathering process. 8.1 Discuss different types of data collection methods including focus groups and questionnaires. 8.2 Describe the questionnaire development process. 8.3 Analyze the value of questionnaires and focus groups in marketing research.

Course/Unit Learning Outcomes

Learning Activity

8.1 Unit Lesson Presentation; “Good Practice in the Conduct and Reporting of Survey Research;” “Data Collection Methods: Pros and Cons;” PowerPoint Presentation

8.2 “Intelligent Questionnaire Design for Effective Participant Evaluations;” “Tips for Developing and Testing Questionnaires/Instruments;” PowerPoint Presentation

8.3 “Data Collection Methods: Pros and Cons;” “Advantages and Disadvantages of a Focus Group;” PowerPoint Presentation

Required Unit Resources In order to access the following resources, click the links below: Elias, L. (2015). Intelligent questionnaire design for effective participant evaluations. Training & Development,

42(2), 8–10. Retrieved from https://libraryresources.columbiasouthern.edu/login?url=http://search.ebscohost.com/login.aspx?direc t=true&db=buh&AN=102165801&site=ehost-live&scope=site

Kelley, K., Clark, B., Brown, V., & Sitzia, J. (2003). Good practice in the conduct and reporting of survey

research. International Journal for Quality in Health Care, 15(3), 261–266. Retrieved from https://academic.oup.com/intqhc/article/15/3/261/1856193/Good-practice-in-the-conduct-and- reporting-of

Radhakrishna, R. B. (2007). Tips for developing and testing questionnaires/instruments. Journal of Extension,

45(1). Retrieved from https://www.joe.org/joe/2007february/tt2.php Substance Abuse and Mental Health Services Administration. (2017). Data collection methods: Pros and

cons. Retrieved from https://www.samhsa.gov/capt/tools-learning-resources/data-collection-methods- pros-cons

Writing, A. (n.d.). Advantages & disadvantages of a focus group. Retrieved from

http://smallbusiness.chron.com/advantages-disadvantages-focus-group-784.html

UNIT V STUDY GUIDE

Data Collection Methods: Marketing Research Instruments

MAR 3231, Marketing Research 2

UNIT x STUDY GUIDE

Title

Unit Lesson The unit lessons for this course are presented through interactive presentations.

Unit V Lesson Unit V Lesson PDF

Learning Activities (Nongraded) Nongraded Learning Activities are provided to aid students in their course of study. You do not have to submit them. If you have questions, contact your instructor for further guidance and information. Review the following example of a simple customer satisfaction survey: https://www.surveymonkey.com/r/?sm=RTfpL19sLMA1wI7jrvxpYg%3D%3D After reviewing the survey, prepare a brief paper describing how the concepts you have learned in this unit can be applied to the survey. Also, discuss if there are any ways that the survey could be improved.