Mark 3000 1st Edition Lecture 8Outline of Last Lecture I. Marketing Research II. The research Process III. Step 1: Defining objectives IV. Step 2: Designing the research V. Step 3: Data collection a. Types of Data b. Secondary Data Outline of Current Lecture I. Primary Data Collection techniques: a. Qualitative research b. Quantitative research II. Advantages and disadvantages of research Current Lecture Primary Data collection techniques: Qualitative Research: used to understand the phenomenon of interest through broad, open-ended responses - Provide Initial Information - More informational - Generally in depth and unstructured - Observation: Examining purchase and consumption behaviors through personal or video cameras o Manual: observe in person o Mechanical: observe through technology, scanner data, o Ethnographic: observing a specific ethnic or demographic group - In-depth interviews: Researchers ask questions, listen to and record answers, and then pose additional questions to clarify or expand on a particular issue. o Limited in number, unstructured, time consuming These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.- Focus groups: Small group comes together for an intensive discussion about a particular topic guided by a moderator o Groups of 8 to 12 members o Discuss one topic o Facilitated by moderator - Social media: Monitor blogs, online communities to learn about the likes, dislikes and preferences of customers o Sentiment mining: data gathered by evaluating customer comments posted through social media sites such as Facebook and twitter. o Companies also appoint management to overlook social media in order to gatherthe most up to date news about the company as well as competitors Quantitative Research: structured responses that can be statistically tested to confirm insights and hypothesis generated via quantitative research or secondary step - Usually the second step after doing qualitative data - Statistically valid - Large number of respondents- Can generalize - Experiments: systematically manipulates one of more variables to determine which variables have a casual effect on another variable o Changing a variable and analyzing results o Usually change one of the four p’s and look at the effects on sale o Field or lab - Survey Research: Systematic means of collecting information from people using a questionnaireo Telephone surveyso Mail surveys o Internet surveys o Mall intercept Interviews: Interview people at the mall o In person interviewso Issues with surveys:  Interviewer Bias: the presence of the interview may affect the answers  Consumer willingness to participate o Types of questions:  Structured: close ended and options are provided- Likert scale: Rate from 1 to 5- Semantic scale: Respondent must pick a position between two opposite adjectives (the food is Good/ Nasty)  Unstructured: Open ended and allow responders to answer in their own words - Choices are not provided - Fill in the blank: A simple fill in the blank question - Projective technique: Attempts to disguise the research purpose, o Ex. If this person was a car what car would they be? o Questions to avoid:  Leading: Steer respondent to particular response  Double barreled: refer to more than one issue with only one set of responses Jargon or Inappropriate terminology: avoid using jargon Consumer unable to answer: avoid questions that cannot easily or accurately answer o Ordering of questions: be sure to put sensitive and personal questions at the endof a survey  Also put difficult questions at the end of a survey - Sampling issues for primary data: o Need to correctly define the population o Important to have a sampling frame that is consistent with the population at study o Important to determine what type of sample is being used Advantages and disadvantages of research: Primary research- Advantages: o Specific to immediate data needs o Offers behavioral insights generally not available in secondary research - Disadvantages: o Time consuming, costlyo More training and experience Secondary research- Advantages:o Saves time o Free or cheap - Disadvantages: o May not be relevant o Not timely o Sources may not be original o Sources may be