Chapter 5 Collecting Primary Data by Observation 9 26 13 7 Types of Primary Data Demographics Socioeconomic Characteristics These variables often used to break down a data set to help interpret the consumers responses also to see whether consumption of a particular product is related to a persons demographic Examples include age education occupation marital status gender and income Gillette Fusion vs Venus products based on gender Personality Lifestyle Personality refers to the normal patterns of behavior exhibited by an individual Attributes traits and mannerisms Many marketers believe personality can affect consumer s choice of stores or products or an individual s response to an advertisement or point of purchase display Although empirical evidence regarding ability of personality to predict consumption behavior is weak but stronger evidence for the importance of recruiting and retaining employees who display higher levels of certain personality characteristics Lifestyle analysis based on idea that a company can be more successful if it knows more about its customers in terms of how they live interests and what they like Attitudes An individual s overall evaluation of something Energy BBDO found that 37 of teens like to wear the logos of their favorite brands Marketers work hard to deliver products that customers will evaluate positively If you have a positive attitude toward a brand you re probably more likely to buy it Awareness Knowledge Refers to what respondents do and do not know or believe about some product brand company or ad Approaches used to measure awareness Unaided recall Aided recall Recognition Unaided recall without being given any clues consumers asked to recall what ad they have seen recently Insight into or understanding of facts about some object or phenomenon An ad or brand that can be remembered with no clues at all has made a deep impression unaided recall represents the highest level of awareness Aided recall consumers are prompted typically with a category cue Represents a relatively high level of awareness but the presence of the cue makes the task easier than unaided recall Recognition actual advertisements brand names or logos are shown or described to consumers who are asked whether they remember seeing each one Recognition task is much easier for respondents but represents a lower level of awareness All 3 are aimed at assessing the respondent s awareness of and knowledge about he ad We assume that differences in awareness reflect differences in how deeply consumers have processed the ad the brand name etc Ex What do they know about Delta can measure thinking Intentions Anticipated or planned future behavior Michigan s Survey Research Center monthly assessments of consumer confidence and buying intentions they call a sample of 500 households monthly to ask 50 core questions about consumer confidence Asking people when they are NOT in the choice situation the choice situation is when they make up their mind Marketers know that choice is something you do at that moment Intention is not perfectly reliable big difference between what people say they are going to do and what they actually do When there is a lot of emotion behind a choice its more difficult Motivation Researcher s interest in determining why people behave as they do by understanding what drives a person s behavior it is easier to understand the behavior itself Why purchase a Mercedes Benz A desire for status Why purchase a Volvo A desire for safety Self attribution theory You observe yourself and try to figure out why you re doing stuff Ex You re working out a lot that means you may really like it Behavior What individuals have done or are doing A physical activity or action that takes place under specific circumstances at a particular time and involves one or more actors or participants o How many times did you see a movie this month Observing behaviors vs asking respondents to remember and report behaviors o Scanner data and Web analytics personal profile data click stream trails records of response to Web advertising are both observed behavior Scanner data are probably most common type of behavioral data new technologies have given managers many innovative and effective ways of tracking consumer behavior o Accurate memory and reporting can be challenging for respondents Involves recording respondent s actions in particular situation Methods of Obtaining Primary Data Once you ve decided to collect primary data there are several choices to make about method to use Observation Does not involve questioning respondents Similar in degree of structure degree of disguise and method of administration Setting is important natural vs contrived Advantages objective accurate Communication Involves questioning respondents Involves respondents completing a questionnaire may be verbal or in writing Similar in degree of structure degree of disguise and method of administration o Structure is like a survey because there is a sequence of questions everyone goes through Advantages versatility speed cost Versatility from text The communication approach can be used for collecting info about all 7 categories of primary data from individuals All that s needed is get people to answer questions though answers aren t necessarily correct Observation techniques are not as versatile They can provide info about behavior and certain demographics but that s about it Cannot observe intentions about future behavior Speed and Cost text Communication is often a faster means of data collection than observation Time interval between events can be substantial In some cases observation is fast and less costly than communication purchase of consumer nondurables the use of scanners allows many more purchases to be recorded and at less cost than if purchasers were questioned about what they bought Objectivity and Accuracy text Observation method has great advantages with regard to objectivity and accuracy Can almost always gather behavioral data more accurately using observation since they don t depend upon respondent s willingness and ability to provide the info needed Observation Research Observational research is not completely free from error but it is often the best method for generating valid data about what people do When researchers use this approach observations are systematically planned and carefully recorded They often lead to insight that might not be seen in any other way Ex Researchers used store cameras to
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