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More:I need help in this project. Question 1 - 6. Answer all of them EXCEPT question 4. The questions are in page 5 and the rest are just additional information. I need help on questions 1-6 except 4. Min Page - 5 Document Preview: Business Research Methods, 11e, Cooper/Schindler 1 >cases >Abstract Used with permission of Pamela S. Schindler. © 2006. Ohio Lottery: Innovative Research Design Drives Winning The Ohio Lottery was originally developed as an additional source of public school funding. Today proceeds from lottery games annually provide approximately 7% of the public educational budget. This research was originally undertaken because the lottery director wanted a deeper understanding of lottery players and insight into nonplayers. The research design described in this case is multistage and incorporates the use of both qualitative and quantitative research. This case reveals the research that guides the current Ohio Lottery promotional program that encourages play of its various games. >The Research When the Ohio Lottery was first conceived, it was presented to the voters of Ohio as a way to provide supplemental funding for Ohio schools.1 The Ohio Lottery sold its first ticket in 1974. Currently, all profits go to the Ohio Lottery Education fund, which supplies about 7 % of the current education budget. Although Ohioans annually spend about $200 per capita on lottery tickets, in recent years the Ohio Lottery has suffered stagnant sales. The Ohio Lottery is interested in stimulating more play of lottery games.2 The process started in early January 2005 when the Ohio Lottery approached Marcus Thomas, LLC3 an agency that had worked with them before on media and research projects. “Rod Ingram (lottery director) basically wanted a deeper understanding of lottery players and insight into nonplayers,” explained Jennifer Hirt-Marchand, vice president of research for Marcus Thomas.4 “Rod had extensive demographic data on players, but it was obvious that what he needed was behavioral and psychographic information on both players and nonplayers.” “I had read extensively about the metaphor elicitation technique (MET) developed by Gerald Zaltman (professor, Harvard University),” said...


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