2.06 Vocab for Sports and Entertainment Marketing
Quiz yourself by thinking what should be in
each of the black spaces below before clicking
on it to display the answer.
Help!
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| Primary Data | Data Obtained for the first time and used specifically for the particular problem or issue under study
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| Secondary Data: | Data that has already been collected for some purpose other than the current study
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| Survey Method | A research technique in which information is gather from people through the use of surveys or questionnaires
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| Personal Interview | Involves questioning people face-to-face
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| Focus Group Interview | Involves eight to twelve people who are brought together to evaluate a product, design, or strategy under the direction of a skilled moderator
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| Telephone Interview | Interview over the phone that is quick, efficient, and inexpensive
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| Mail Survey | Survey sent via mail that is an inexpensive way to reach a large audience
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| Observation Method | A research technique in which the actions of people are watched and recorded
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| Reliability | Exists when a research technique produces nearly identical results in repeated trials
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| Validity | Exists when the questions asked measure what was intended to be measured
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| Yes/No Questions | Only gives two options and should only be used when asking for a response on one issue
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| Rating Scale Questions | Variety of Questions used such as very satisfied to very dissatisfied, or excellent to poor
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| Level of Agreement Questions | Used to assess attitudes or opinions. Ex: Strongly agree, agree, etc.
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| Mystery Shopper | A researcher who poses as a customer
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| Internet Survey | Has wide-open polls and anybody can answer the polls to get mass responses
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| 2.06 Objective | Understand data-collection methods to evaluate their appropriateness for the research problem/issue
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