CH9.

12.
Descriptive research is used when the purpose is to (1) describe the characteristics of certain
groups, (2) determine the proportion of people who behave in a certain way, and (3) make
specific prediction.

13.
Descriptive studies require a clear specification of the answers to who. what, when. where,
why. and how.

14.
A cross-sectional design involves researching a sample of elements from the population of
interest. Various characteristics of the elements are measured once. Longitudinal studies
involve panels of people or other entities whose responses are measured repeatedly over a
span of time.

15.
Personality/Lifestyle characteristics - activities, interests and opinions.

16.
Attitudes - feelings (positive and negative) about specific company products.

17.
Awareness/knowledge - recall (unaided or aided) and recognition of messages, including
advertisements, about specific company products.

18.
Intentions - consumers likelihood of purchasing specific company products.

19.
Demographic/socioeconomic - Age, education, occupation, marital status. sex (gender).
income, social class.
20.
Motivations - seeking depth of understanding of consumers' needs in various product
categories and how these consumers plan to satisfy these needs.

21.
Behavior - tracking of past purchase actions by consumers.

CH11.

12.
The degree of structure in a questionnaire is the degree of standardization imposed on it. In
a highly structured questionnaire, the questions to be asked and the responses permitted by
the subjects are completely predetermined. In a questionnaire with less structure, the
response categories are not provided: some- times even the questions can vary.

13.
Personal interviews imply a direct face- to-face conversation between the inter- viewer and
the respondent. as opposed to telephone interviews. In both types. the interviewer asks the
questions and records the respondents answers, either while the interview is in progress or
immediately afterward. Mail surveys are sent to designated respondents with an
accompanying cover letter. The respondents complete the questionnaire at their leisure and
mail their replies back to the research organization. Online surveys involve surveys that are
completed by respondents via the Web.

14.
In this situation, speed of response is crucial and a telephone survey is appropriate. The
questionnaire would be short, further justifying the use of this method.

15. In this situation. the information is of a personal nature and the issue is a sensitive one.
hence a mail survey is suggested. This would permit greater (or maximum) information
control. Personal interviews might also be used, but the interviewers would have to be of
the highest quality in order to generate the necessary rapport.
16.
In this situation, the questionnaire would be lengthy and could involve specific technical
information that lends itself to the personal interview method. Due to the nature of the
data, mail surveys may lead to misinterpretations. The amount of data to be collected
precludes the use of a telephone survey.

17.
In this situation. cost would probably be an important factor. hence a mail survey is
suggested. Speed is also relatively important, though and a case could be made for a
telephone survey.

18.
In this situation, cost would probably be an important factor. The management would need
to secure maximum cooperation from a limited sample (past and present customers). In light
of these two factors (cost and sampling control). telephone interviews could be used or
alternatively. self-administered questionnaires. Personal interviews would be ruled out
because of the geographic distribution of the clientele.