Basic Sources of Marketing Data – Secondary Data Secondary data are by far the most popular source of marketing information. Not only are the data readily available, but they often are sufficient to answer the research question. For example: • A marketing manager studying development in the wine industry will use trade association data...
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Information from Respondents:Survey Methods – Sources of Survey Interview Error The process by which respondents are questioned appears deceptively simple. The reality, however, is closer to Oppenheim’s opinion that “… questioning people is more like trying to catch a particularly elusive fish, by hopefully casting different kinds of bait at different depths, without knowing...
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Attitude Measurement The majority of questions in marketing research surveys are designed to measure attitudes. For example, each of the following situations involves the measurement of some aspect of a respondent’s attitude: • An appliance manufacturer wants to know how many potential buyers are aware of a brand name (what brand names do they...
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Attitude Measurement – Methods of Scaling Attitudes: Multiple-Item Batteries Attitudes toward complex objects such as health plans, automobiles, credit instruments, or transportation modes have many facets. Thus it is often unrealistic to attempt to capture the full picture with one overall attitude scale question. For example, the public appears to support the general idea...
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Appendix Ν Acronyms of export transactions and documents AW Β Air Waybill B/A Bankers’ Acceptance B/E Bill of Exchange B/L Ocean bill of Lading CBM Cubic Meter CAD Cash against Documents C&F Cost & Freight CFR Cost & Freight CIF Cost, Insurance, and Freight CIP Carriage and Insurance Paid To CPT Carriage Paid To...
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