A market analysis and trade study of Santa Ana, California. - Page 23 |
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CHAPTER I I
METHOD OP INVESTIGATION
I * CHOICE OP METHOD i
!
V ery l i t t l e m a t e r i a l was a v a i l a b l e on c o n su m e r
c h a r a c t e r i s t i c s , o p i n i o n s , a n d b u y i n g h a b i t s . S e c o n d a r y
d a t a on S a n t a Ana a n d O range C o u n ty w ere s e c u r e d fro m
i
g o v e r n m e n ta l a g e n c i e s , a n d t h e y h a v e b e e n i n c l u d e d u n d e r 1
a p p r o p r i a t e h e a d i n g s i n C h a p t e r s V a n d V I. The m a r k e t i
a n a l y s i s , w i t h i t s s p e c i f i c p r i m a r y d a t a , d e p e n d e d on '
'
j i n f o r m a t i o n w h ic h h a d t o b e s e c u r e d d i r e c t l y f r o m t h e
| j | c o n s u m e r . P e r s o n a l i n t e r v i e w s w i t h a random s a m p li n g
I ' I
! o f t h e c o n s u m e r s i n t h e t r a d i n g a r e a was deem ed t o be t h e |
i
m o s t e f f e c t i v e way t o o b t a i n t h e d e s i r e d i n f o r m a t i o n .
I n t e r v i e w e r s w ere t o u s e a s p e c i a l l y - d e s i g n e d q u e s t i o n - ,
n a i r e t o g u id e th e m .
j D e v e lo p m e n t o f t h e que s t i o n n a i r e . F o l l o w i n g a
i
d i s c u s s i o n w i t h t h e m e r c h a n t s o f t h e R e t a i l D i v i s i o n an d iI
a s t u d y o f o t h e r m a r k e t a n a l y s e s a n d s u r v e y s , a s e r i e s
o f q u e s t i o n s w ere d e v e l o p e d w h ic h w o u ld fo rm t h e b a s i s j
• i
f o r t h e i n v e s t i g a t i o n . Some t h i r t y q u e s t i o n s w e re j
o r i g i n a l l y c o n s i d e r e d , a n d t h e s e w ere p r e t e s t e d .
The f i n a l q u e s t i o n n a i r e c o n t a i n e d 23 q u e s t i o n s
w h ic h w ere d e s i g n e d t o y i e l d t h e m o st u s e f u l i n f o r m a t i o n , i
Object Description
Description
| Title | A market analysis and trade study of Santa Ana, California. - Page 23 |
| Repository email | cisadmin@lib.usc.edu |
| Full text | CHAPTER I I METHOD OP INVESTIGATION I * CHOICE OP METHOD i ! V ery l i t t l e m a t e r i a l was a v a i l a b l e on c o n su m e r c h a r a c t e r i s t i c s , o p i n i o n s , a n d b u y i n g h a b i t s . S e c o n d a r y d a t a on S a n t a Ana a n d O range C o u n ty w ere s e c u r e d fro m i g o v e r n m e n ta l a g e n c i e s , a n d t h e y h a v e b e e n i n c l u d e d u n d e r 1 a p p r o p r i a t e h e a d i n g s i n C h a p t e r s V a n d V I. The m a r k e t i a n a l y s i s , w i t h i t s s p e c i f i c p r i m a r y d a t a , d e p e n d e d on ' ' j i n f o r m a t i o n w h ic h h a d t o b e s e c u r e d d i r e c t l y f r o m t h e | j | c o n s u m e r . P e r s o n a l i n t e r v i e w s w i t h a random s a m p li n g I ' I ! o f t h e c o n s u m e r s i n t h e t r a d i n g a r e a was deem ed t o be t h e | i m o s t e f f e c t i v e way t o o b t a i n t h e d e s i r e d i n f o r m a t i o n . I n t e r v i e w e r s w ere t o u s e a s p e c i a l l y - d e s i g n e d q u e s t i o n - , n a i r e t o g u id e th e m . j D e v e lo p m e n t o f t h e que s t i o n n a i r e . F o l l o w i n g a i d i s c u s s i o n w i t h t h e m e r c h a n t s o f t h e R e t a i l D i v i s i o n an d iI a s t u d y o f o t h e r m a r k e t a n a l y s e s a n d s u r v e y s , a s e r i e s o f q u e s t i o n s w ere d e v e l o p e d w h ic h w o u ld fo rm t h e b a s i s j • i f o r t h e i n v e s t i g a t i o n . Some t h i r t y q u e s t i o n s w e re j o r i g i n a l l y c o n s i d e r e d , a n d t h e s e w ere p r e t e s t e d . The f i n a l q u e s t i o n n a i r e c o n t a i n e d 23 q u e s t i o n s w h ic h w ere d e s i g n e d t o y i e l d t h e m o st u s e f u l i n f o r m a t i o n , i |
