Research Design and Statistics Concepts

Research Design and Statistics Concepts

Research Design and Statistics Concepts Worksheet

Research Design and Statistics Concepts Worksheet
Concept Application of Concept in Scenario Reference to Concept in Reading
Distinction between primary and secondary research. Primary research involves telephone surveys, mail questionnaires, focus groups and personal interviews. Primary research is useful for testing new product concepts, identifying preferences among brands, and measuring customer satisfaction. “Secondary research is finding information that is derived from original research, but research conducted for purposes other than the one for which the information is currently sought.” Secondary research involves finding the answers to questions other people have asked and applying them to your own problems.

In the Coffee Time simulation, both primary and secondary research was used to determine what cities should be entered, who the target segment is, and what the expected revenue per segment is. Whenever Coffee Time enters a new market, a two-stage research design is used that involves secondary research and then primary research.
The secondary research is relatively inexpensive, readily available and can enable the user to reduce time to complete the primary research. (Detwiler, 1995, pp. 2)
Levels of measurement. The ordinal level of measurement contains the following properties: 1) the data classifications are mutually exclusive and exhaustive, and 2) data classifications are ranked or ordered according to the particular trait they possess.

In the Coffee Time simulation, the ordinal level of measurement was used to determine the annual income. The income was ranked into salary ranges vs. a fixed amount. Some people may not be comfortable in providing their exact income, so a range is a better option. (Lind, et al, 2004, pp. 12)
The value of acquiring research skills can assist the manager in five situations: 1) Manager as research-based decision maker, 2) Subordinate employee as...

Similar Essays