1. STEPS IN DEVELOPING A QUESTIONNAIRE 2. FOUR TYPES OF SCALES USED IN RESEARCH
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1. STEPS IN DEVELOPING A QUESTIONNAIRE 2. FOUR TYPES OF SCALES USED IN RESEARCH 3. INTERNAL RESEARCH DEPARTMENTAL STRUCTURES 4. RESEARCH DEPARTMENTS VERSUS RESEARCH SUPPLIERS 5· TYPES OF INDEPENDENT RESEARCH SUPPLY HOUSES. 6. FOUR SUBSYSTEMS OF AN MIS 7. TYPES OF MARKETING RESEARCH CLASSIFIED BY TECHNIQUE 8. TYPES OF MARKETING RESEARCH CLASSIFIED BY PURPOSE OR FUNCTION 9. WHAT ARE THE FOUR TYPES OF EXPLORATORY RESEARCH 10. WHAT IS THE MOST IMPORTANT VALUE OF MARKETING RESEARCH TO MANAGEMENT? TADIATION?Explanation / Answer
(1) Steps in developing a questionnaire:
> Step1:: Identify the problem statement of your research before preparing the questionnaire. Then develop hypotheses you want to test. This is required because questions in the questionnaire have to be used to test the hypotheses.
> Step2:: Choose the type of question for various information you need. For example, for a particular question expected answer could be an yes or a no. Few questions might be multiple choice and so on.
> Step 3:: Develop clear and easy to understand questions. Review the questionnaire once its prepared and ensure that all information required would be gathered with these questions
(2) Four types of scales:
> Nominal scale:
A nominal scale of measurement deals with non-numeric variables or where the numbers have no numeric value. This means when numbers are used , they can be used in any order and that doesn't make a difference.
Example: Gender of a person: (a) Male (b) Female. Here Gender is on nominal scale. Numbers can be used to code the options- Male-->1 and Female-->2.
Ordinal Scale:
An ordinal scale of measurements is used for those variables where the order matters but difference between them doesn't matter. For example, What is the difficulty level of the question? (a) Easy (b) Medium (c) Hard
Interval scale:
An interval scale has measurements where the difference between values is meaningful. For example, a temperature scale in a thermometer. This scale has equal intervals.
Ratio Scale:
A ratio scale possesses the qualities of an interval scale and in addition to that has an absolute zero . Using ratio scales comparisions such as twice as high, thrice as big, etc.
(6) Four subsytems of an MIS:
The four main components are:
(i) Internal records::
These records provide cuurent information about various things required such as prices, costs, cash flows,etc.
(ii) Marketing Intelligence::
It collects information from external sources. It provides information on current competition,current trends in the market, environmental conditions in the market,etc.
(iii) Marketing Research::
It is used to conduct research on specific marketing problems of the company
(iv) Marketing decision support system:;
This has tools which help managers anlayse the information and data they have.
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