Chapter 5 Collecting Primary Data by Observation Types of primary data Demographic socioeconomic characteristics age education occupation marital status etc these are used the break down data to interpret responses used to segment the market into categories Personality lifestyle characteristics personality traits normal patterns of behavior exhibited by an individual the attributes traits and mannerisms that distinguish one individual from another activities interests and values Lifestyle analysis is based on the idea that a company can be more successful if they know more about their customers on a personal basis Attitude an individual s overall evaluation of something important to marketers Awareness knowledge what respondents do and do not know or believe about some product brand company or advertisement this is one measure of effectiveness of ads Unaided recall without being given any clues consumers are asked to recall something this represents a high level of awareness Aided recall consumers are prompted and asked to remember all the ads they have seen for a particular product this represents a relatively high level of awareness Recognition actual ads or band names are shown to consumers who are asked if they remember seeing them this is a lower level of awareness Intentions anticipated or planned future behavior related to purchase behavior There is a difference between what people are going to say they will do and what they actually do Motivation a need what drive urge wish desire impulse or any inner state that directs behavior towards goals Behavior what individuals have done or are doing usually meaning purchase and use behavior a physical activity or action that takes place under specific circumstance at a particular time and involves one or more participants 2 Methods of obtaining primary data Communication questioning respondents to get the information you need using a questionnaire the questions may be verbal or in writing Observation a method in which the situation of interest is watched and the relevant facts actions or behaviors are recorded Structured observation when the problem has been defined precisely enough so that the behaviors that will be observed can be specified beforehand Unstructured observation the problem has not been specifically defined so a great deal of flexibility is allowed to observers in terms of what they note and record Undisguised observation people know they are being observed Disguised observation people do not know they are being observed Natural settings subjects are observed in the environment where the behavior normally takes place Contrived settings subjects are observed in an environment that has been specially designed for recording their behavior Human observation one or more people are trained to systematically watch consumers or whatever else is being studied and to record the events that take place Electrical mechanical observation the behaviors of interest are recorded electronically for analysis by researchers development or new and less expensive technologies is expanding the role of this kind of observation bar code scanners Response latency the amount of time it takes a respondent to answer a question this related to the respondent s uncertainty in the answer and plays a role is assessing the strength of preference when choosing among alternatives Galvanometer used to measure emotional arousal in response to seeing or hearing an ad Voice pitch analysis analysis that examines changes in the relative frequency of the human voice that accompanies emotional arousal Eye tracker camera used to study eye movements while a respondent reads advertising copy Chapter 6 Collecting Primary Data by Communication Structured vs Unstructured communication First you want to decide how much structure standardization to use in the questionnaire In a highly structured questionnaire the questions and responses are completely standardized everyone receives that same questions and responds by choosing from the same set of answers fixed alternative questions or close ended Open ended question respondents are free to reply using their own words and are not limited to a fixed set of answers Disguised vs Undisguised Communication A disguised questionnaire attempts to hide the purpose or sponsor of a study An undisguised questionnaire makes the purpose of the research obvious Disguise creates a more natural environment The Ethics of Disguise Debriefing the process of providing appropriate information to respondents after data have been collected using disguise Methods of administering questionnaires Personal interviews involve direct face to face conversation between an interviewer and the respondent Mall intercepts interviewers in a shopping mall stop or interrupt a sample of those passing by to ask them if they are willing to participate in a research study Sampling control the ability of a particular method to identify and obtain responses from a sample of respondents from the target population Information control concerned with the number and types of questions that can be used and the degree to which researchers and or respondents might introduce error into the answers or their interpretation Administrative control resource issues such as the time and monetary costs of the different approaches Telephone interview similar to a personal interview except that the conversation takes place over the phone costs are much lower than with personal interviews Random digit dialing RDD uses a computer to randomly generate numbers to call Mail questionnaire involved surveys sent to designated respondents with an accompanying cover letter and reply envelope Internet based questionnaires relies on the Internet for recruitment completion e mail surveys and questionnaires completed on the Web Chapter 7 Asking good questions Scales of measurement Measurement rules for assigning numbers to objects in such a way as to represent quantities of attributes Determine the properties of the attribute Nominal measurement in which numbers are assigned to objects or classes of objects solely for the purpose of identification like a social security number uniquely identify and individual Ex 1 represents male 2 represents females this is using a nominal scale to identify the gender of a particular respondent Used for identification not ranking Ordinal measurement in which numbers are assigned to data on the basis of some order of the objects ordering objects Interval
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