2. Trends We know: trends are long-term patterns they identify possible opportunities in the market analyzing information over time can show us what they are but.. reliable, consistent information about the past is not always easy to find
3. Finding information Researching is finding information we study two types: Primary Research contacting people directly and asking them questions Secondary Research finding info that has already been collected from somewhere else (another person’s primary research)
4. Primary Research requires a tool to gather kind of info we want this tool is called a research instrument questionnaires polls interview questions requires a method (a way) to gather the info from the people we want this method is called a survey method
5. Different Survey Methods Choosing from different types of survey methods will have effects on our data Some considerations are intrusiveness (annoying) clarity (how easy is it to understand?) cost time-cost reliability (can you trust the responses?) flexibility (easy to change what you ask?) ease of sample choice
6. Survey Method Types(Survey Types) The different types we will discuss are: The Telephone Questionnaire / Interview The Mail-In Questionnaire In Person Interview One-on-one Focus Group (in-person group discussion / interview on a specific topic) Group Questionnaire The “Drop off” Questionnaire The Internet Questionnaire
7. Questionnaire or Interview? little difference in content most common distinction (difference in your head) is talking or writing? talking – interview writing – questionnaire this is not a rule really very close to the same thing
8. Types of Surveys ReadingVocab respondent – the person answering questions closed-ended – not may possible answers open-ended – very many possible answers series – many of something, one after thennext
9. Vocab dramatically – very easy to see kiosks – small desk / computer station evolve – change over time focus group – a group interview on a certain topic tightly integrated – closely connected
10. Vocab administer a survey – ask the questions on a survey fill out a questionnaire – answer the questions
11. structured – step by step, following an easy pattern convenience – easy-ness
