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• W289062152 abstract "ABSTRACT The development of student selected respondents for marketing research conducted by Small Business Institutes for one institution was studied. A comparison was made of the responses made by class respondents that were determined through purposive sampling by faculty, by students, and by students outside the classroom. Results of the study suggests controls may need to be considered when student teams undertake market research studies for clients. INTRODUCTION AND PURPOSE OF THE STUDY The purpose of the study was to examine procedures used in student directed marketing research for small business clients. The study compares responses made by class respondents that were determined through purposive sampling by faculty, class respondents purposively selected by students, and purposively selected students from outside the classroom. METHODOLOGY Sample surveys are the most common technique of determining the relationship, frequency, and distribution of variables when collecting information on opinions and attitudes (Kerlinger 1986). Easy to follow designs for writing questionnaires have been developed by researchers. The survey techniques include questionnaire objectives, necessity of questions, expected response, length, sequence, and ability to hold the respondents attention (Kerlinger 1986). Additional techniques of survey methodology include developing a logical sequence for the research project (Pope 1981). Survey questionnaire design, testing, and techniques for sampling and administering questionnaires have been suggested by several authors (Breen and Blankenship 1982; Zikmund 1986). When the survey questionnaires are administered there must be confidentiality in all stages of the data collection and analysis (Kerlinger 1986). Administrators of the questionnaires should not select friends or acquaintances to be included in the sample (Ruddick, Sherwood, and Stevens 1983). Selected respondents must be randomly selected and the administrators must complete the assignment within an assigned time period (Kerlinger 1986). Rating scales can be designed to measure attitudes towards a subject and can be comparative and multidimensional in nature (Tull and Hawkins 1984). The survey must avoid the error associated with the fact that many people exaggerate an event that has occurred more recently in terms of importance compared to the same event in the past (Churchill 1991). Generally, Chi Square analysis can be used when the data satisfies the following conditions: 1) There are two or more sets of data or one observed and one expected set of data. 2) The sets of data are based upon the same sample size. 3) Each cell contains an expected frequency of five or larger. 4) The different cells are in rows or columns and can represent either categorical variables or continuous variables (Boyd, Westfall, and Stasch 1985,55). Chi Square tests are frequently used when analyzing nominal data. Chi Square tests may suggest that two variables are not independent. The researcher should examine the Chi Square for significance and then examine closely individual cells and tables with significant Chi Squares (Kinnear and Taylor 1987). When respondents reveal data that can be considered interval or ratio in nature a comparison between two sample means to determine an equality can be made. Two sample t-tests can be used to determine if means are equal (Norusis 1990). PROCEDURES The methods and procedures used in this study to identify respondents, collect, analyze, and compare data are described below. Instrumentation A review of the literature was conducted to provide assistance in the development of the survey instrument, proper survey techniques, and ratio analysis. In consultation with the client, the student team developed questions that were specifically requested. These questions were pretested, compared, and modified during the content validity review process. …" @default.
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• W289062152 title "A Study of Student Selected Respondents" @default.
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