Purpose of Report

Purpose of Report
Informing - present information without
analyzing it
Analyzing interpret the information
Recommending propose a course of
action
Audience analysis
Internal Vs External
Authorized Vs voluntary
Level of knowledge an
d interest
Secondary Data
Data previously collected for
any purpose other
than the one at hand.

ALWAYS
USE THIS FIRST

Sources of
Secondary Data
Government Agencies
Trade and Industry Associations
Marketing Research Firms
Commercial Publications
News Media
Internal Corporate Information
Evaluating secondary data
Wt was the purpose of the study
Hw was the data collected
Hw was the data analyzed
How old is the data
Advantages of
Secondary Data

Saves time and money if on target
Aids in determining direction for primary
data collection
Pinpoints the kinds of people to approach
Serves as a basis of comparison
for other data
Disadvantages of
Secondary Data

May not answer the exact question of your
research problem

Quality-Dont know who gathered it and how the
data was gotten

Accuracy of data may pose a problem-Dont
know age of the info and how biased the survey
was
Primary Data
Information collected for the
first time.

ALWAYS
USE THIS LAST

Advantages of
Primary Data

Answers a specific research question
Data are current
Source of data is known
Secrecy can be maintained

Disadvantages of
Primary Data
Expensive

Quality declines if interviews
are lengthy

Reluctance to participate in lengthy
interviews
Data Collection Through
Questionnaire
Conditions
Information can be provided easily n
quickly
Tgt audience is homogeneous
Sufficient time is available

Questionnaire Design
Open-Ended
Question
Closed-Ended
Question
Scaled-
Response
Question
An interview question that
encourages an answer phrased in
respondents own words.
An interview question that asks
the respondent to make a selection
from a limited list of responses.
A closed-ended question
designed to measure the intensity
of a respondents answer.
Typical problems in wording questions
TYPICAL PROBLEMS IN WORDING QUESTIONS