Marketing Research - Secondary Data, Qualitative Research & Surveys
Transcript of Marketing Research - Secondary Data, Qualitative Research & Surveys
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Secondary Data
Qualitative Research &
Surveys Research
Prof. Rushen Chahal
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Can help to clarify or refine the issue or problem;
Might provide solution to research problem;
Might provide primary data research alternatives;
Can alert the researcher to other problems;
Provides background information enhancing research credibility.
Information
Secondary DataData that have been previously gathered
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Might be outdated or questionable;
Qualitative nature makes analyses difficult;
Could be misapplied to your situation;
Might be biased - intentionally or unintentionally;
Lack of available data on your topic.
Secondary DataData that have been previously gathered
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Relevance:
Does the data measure what we think it measures?
Does it apply to the audience we think it applies to?
Timeliness:
Have we received it in time to make decisions/conclusions?
Are data out of date / when were the data collected?
Quality / Accuracy:
How were the data obtained - what methods were used?
Who collected the data were there any biases?
Why and for what purpose was the data collected?
Completeness: Is the whole story captured - are we parsing the data?
Is there a sufficient amount of data to tell the story?
Insufficiency:
Not enough good data exists to make a sound decision.
Relevance:
Does the data measure what we think it measures?
Does it apply to the audience we think it applies to?
Timeliness:
Have we received it in time to make decisions/conclusions?
Are data out of date / when were the data collected?
Quality / Accuracy:
How were the data obtained - what methods were used?
Who collected the data were there any biases?
Why and for what purpose was the data collected?
Completeness: Is the whole story captured - are we parsing the data?
Is there a sufficient amount of data to tell the story?
Insufficiency:
Not enough good data exists to make a sound decision.
Secondary DataData that have been previously gathered
Determining
its Quality
&Application
Limitations
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Primary DataNew data gathered to help solve the problem under investigation
Gathered directly from customer or end user;
It can be expensive;
It is often time consuming;
It can be representative of the population;
Is generally for use related to research issue.
Key Methods:
Surveys
Focus groups
Interviews
Observation Studies
Market TestingExperiments
Gathered directly from customer or end user;
It can be expensive;
It is often time consuming;
It can be representative of the population;
Is generally for use related to research issue.
Key Methods:
Surveys
Focus groups
Interviews
Observation Studies
Market TestingExperiments
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Database Marketing:
Marketing that relies on the creation of a large
computerized file of customers and potential
customers profiles and purchase patterns to create a
target marketing mix.
Cookie:
A text file placed on a users computer in order to
identify the user when the user revisits the Web site.
Internal Databases
A collection of related
information developed from
data within the organization.
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Creation of large - up to date - computerized file;
Can include current, past, or potential customers;
Might be focused on demographic, purchase behaviors;
A development of customer profiles results;
Should enable one to generated direct marketing mailers /e-mailstargeted at specific customers based on their buying behavior;
Can be used to collect customer information from your Web site;
Should be organized to enable you to search the database using queries;
Should be compatible with database software that will enhance analysis.
Some Key
Features:
Internal Databases
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NeuralNetwork: A computer program that mimics the processes of the
human brain and thus is capable of learning from examples
to find patterns in data.
Data Mining: The use of statistical and other advanced software
to discover non-obvious patterns hidden in a database.
Some Applications: Customer acquisition
Customer retention
Customer abandonment
Market basket analysis
Internal Databases - Data MiningReading between the computer lines
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Battling Over Privacy
Gramm-Leach-Bliley Act
Health Insurance Portability and Accountable Act
Schumer-Nelson ID Theft Bill
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www.vnu.inc
imshealth.com
www.infores.com
www.westat.com
www.kantargroup.com
arbitron.com
www.nopworld.com
www.tns-global.com
www.nfow.com
synovate.com
www.ipsos-na.com
www.maritzresearch.com
idpa.com
npd.com
www.harrisinteractive.com
www.opinionresearch.com
www.crresearch.com
abtassociates.com
irwonline.com
www.wirthlin.com
marketstrategies.com
www.morpace.com
www.customerresearch.com
icrsurvey.com
www.burke.com
knowledgenetworks.com
walkerinfo.com
www.nationalresearch.com
liebermanresearch.com
vanderveer.com
Secondary Data on the Internet30 of the top marketing research firms. Click to go to respective site
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US Small Business Administration
US Bureau of Labor Statistics
US Federal Statistics
US Census Bureau
Data on the InternetSome Helpful Links
Some Links From Wiley
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Manager
Environment
Modeling
DatabaseAnalysis
Display
MDSS Database Structure
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Qualitative Research
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Qualitative:
Research whose findings are not subject to quantification or
quantitative analysis. Its research conclusions are not based on
precisely, measurable statistics but on more subjective
observations and analysis.
Quantitative:
Research that uses mathematical analysis. Typically research
analysis is done using measurable, numeric standards.
Nature of Qualitative Research
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Qualitative Research Vs. Quantitative Research
Issue Qualitative Quantitative
Types of questions
Sample size
Information per respondent
Administration requirements
Types of analysis
Hardware
Degree of replicability
Researcher training
Type of research
Probing Limited probing
Small Large
Substantial Varies
Interviewer with special skills Not as specialized
Subjective & interpretive statistical & summation
Records, projection equip., etc. Questionnaires / computers
Low High
softer sciences harder sciences
Psychology, sociology, marketing Statistics, decision models
marketing research marketing research
Exploratory Descriptive or causal
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1. Attitudinal, perception, and belief differences revealed during
qualitative research might not be easily measure. Quantitative
research will more precisely measure these differences.
2. Qualitative research is often not statistically representative of
the general population. Although qualitative results might give
you a good idea about the population, they do not allow you to
precisely gauge the populations responses based on the limited
sample typical of qualitative research.
3. Anyone can purport to be an expert.
Limitations of Qualitative Research
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Focus Groups
Interviews
Observation
Concept Testing
Perceptual Mapping
Focus Groups
Interviews
Observation
Concept Testing
Perceptual Mapping
Factors to Consider:
Time and budget;
How the research results will be used; Product and service tangibility;
Research goals and objectives;
Participant availability and willingness;
Desired analysis sophistication;
Whether quantitative research follows.
Qualitative Research Methods
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Good for idea generation, brainstorming, and understanding customer vocabulary;
Can be helpful in gaining insight to motives, attitudes, perceptions;
Can reveal needs / likes & dislikes / prejudices driven by emotions.
Good for idea generation, brainstorming, and understanding customer vocabulary;
Can be helpful in gaining insight to motives, attitudes, perceptions;
Can reveal needs / likes & dislikes / prejudices driven by emotions.
Agroup of eight to 12 participants who are led by a moderator
in an in-depth discussion on one particular topic or concept.
Focus Group Defined:
Some Key Characteristics:
Growing Role of Focus Groups
Group Dynamic
Interacting among people in a
group. The moderator must
manages this issue deftly.
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Decide on the key focus group objectives;
Use secondary research to hone questions;
Select focus group facility and participants;
Begin recruiting after deciding on participant incentives;
Select a moderator;
Develop a moderator guide to chart flow of focus group;
Conduct the focus group - generally about two hours;
Review the videotape, your notes and analyze the results;
Prepare a written report.
Conducting a Focus Group
ModeratorAnalyses
Results
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Selection process:
Potential opinion leaders are best
Participants must be screened for relevance to the topic
A focus group facility - A research facility consisting of a conference room or
living room setting and a separate observation room with a one-way mirror or live
audiovisual feed.
A person hired by the client to lead the focus group; this person should have a
background in psychology or sociology or, at least, marketing. Create moderator's guide to include:
Timetable for each topic , clear goals/questions to be answered
Strategy for keeping group on task / focused
Managing the group dynamics is critical
The Participants:
The Moderator:
The Location:
Conducting a Focus Group
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The Moderator and the Focus GroupBuildingRapport
Meet and greet the participants before the focus group;
Ask personal questions during the warm-up; Reveal personal information about yourself;
Ask for the participants assistance during the process;
Use humor when appropriate;
Dress a the same level as the respondents;
Start the focus group session sitting down;
Have a discussion guide to assist.
A written outline of topics to be covered
during a focus group discussion.
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Is genuinely interested in peoples:
behavior, emotions, lifestyles, passions, prejudices, and opinions
Is accepting and appreciative of participant differences;
Is objective and open minded;
Has good listening skills;
Has good observation skills - can pick-up on body language;
Is interested in a wide array of subjects;
Prepares for the topic at hand to enhance credibility;
What Makes a Good Moderator?Some Typical Characteristics
The Moderator's
Role is Key
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Has good oral, written, and organizational skills;
Is able to deftly manage conversation flow;
Is good at follow-up questioning and probing;
Has good attention to detail and is precise;
Should understand the clients business and industry;
Should be able to provide strategic leadership to management;
Should to be personably agreeable and easy to work with.
What Make a Good Moderator?Some Typical Characteristics
The Moderator's
Role is Key
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Participants candor;
Looks the customer in the eye;
Generates fresh ideas / brainstorming;
Allows client to observe & comment onsite;
Can be executed quickly;
Can enhance other data collection methods;
Participants provide valuable information useable for the next research phase.
Participants candor;
Looks the customer in the eye;
Generates fresh ideas / brainstorming;
Allows client to observe & comment onsite;
Can be executed quickly;
Can enhance other data collection methods;
Participants provide valuable information useable for the next research phase.
Expense & time; Expertise needed;
Participation issues - no shows;
Interpretation is subjective;
Often misused as representative the general population.
Expense & time; Expertise needed;
Participation issues - no shows;
Interpretation is subjective;
Often misused as representative the general population.
Benefits and Drawbacks of Focus Groups
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Low costs & no geographic barriers;
Can be executed quickly;
Good for generating fresh ideas / brainstorming;
Can enhance other data collection methods;
Participants provide valuable information for the next research phase.
Low costs & no geographic barriers;
Can be executed quickly;
Good for generating fresh ideas / brainstorming;
Can enhance other data collection methods;
Participants provide valuable information for the next research phase.
Loss of group, hands-on, dynamic;
Interpretation is subjective;
Projective techniques are less effective;
Security - you dont know who else might be at the computer;
Non-verbal inputs will be generally / often missed;
Attention to the topic - participants often drift;
Loss of direct client observational involvement;
Often misused as representative the general population;
Exposure to external stimuli stymied;
Role and skill of moderator not fully realized.
Loss of group, hands-on, dynamic;
Interpretation is subjective;
Projective techniques are less effective;
Security - you dont know who else might be at the computer;
Non-verbal inputs will be generally / often missed;
Attention to the topic - participants often drift;
Loss of direct client observational involvement;
Often misused as representative the general population;
Exposure to external stimuli stymied;
Role and skill of moderator not fully realized.
Online Focus Groups
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Other Trends in Focus Group Research
Combining online and telephone focus groups;
Videoconferencing;
Viewing focus groups online.
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Advantages & Disadvantages:
Group pressure is eliminated;
More costly than a focus group;
More personalized attention given;
Often geared towards getting underlying information;
Interviewee becomes more sensitive to nonverbal clues;
Respondent can be less forthright as the focus is on them;
An interview lacks the advantage of group dynamics;
Can result in limited ground getting covered;
An interview can be conducted anywhere you dont need a facility .
Other Qualitative Methodologies
Depth Interviews
Key Techniques:Laddering approach
Hidden issue questioning
Symbolic analysis approach
Key Techniques:Laddering approach
Hidden issue questioning
Symbolic analysis approach
One-on-one interviews that probe and elicit
detailed answers to questions, often using non-
directive techniques to uncover hidden motivations.
Depth
Interviews:
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Other Qualitative Methodologies
Projective Tests
Technique tapping respondents deepest feelings by
having them project those feelings into and
unstructured situation.
Projective
Tests:
Word Association;
Cartoon Tests;
Photo Sorts; Customer Drawings;
Storytelling;
Sentence and Story Completion;
Third Person Technique.
Underlying
Information
Use a Variety to
Maximize Effect.
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Survey Research:
The Profound Impact of the Internet
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The Popularity of Survey Research
Why How Who
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Survey Research Error
Total Survey
Error
Random Systematic
Bias
Measurement Sample
DesignProcessingResponse BiasNon-response Bias
Measurement Instrument Bias
Interviewer
Surrogate Information
Selection
Population Specification
Frame
Unintentional vs. IntentionalRespondent vs. Researcher
Total Survey
Error
Random Systematic
Bias
Measurement Sample
DesignProcessingResponse BiasNon-response Bias
Measurement Instrument Bias
Interviewer
Surrogate Information
Selection
Population Specification
Frame
Unintentional vs. IntentionalRespondent vs. Researcher
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Random Error or Random Sampling Error:
Error resulting from chance variation.
Chance Variation:
The difference between the sample value and the true
value of the population mean.
Systematic Error or Bias:
Error that results from problems or flaws in the execution of
the research design; Sometimes called non-sampling error.
Sample Design Error: Systematic error that results from an error in the sample
design or sampling procedures.
Survey Research ErrorKey Definitions
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Interviewer Error or Interviewer Bias:
Error that results from the interviewers influencing -
consciously or unconsciously - the answers of the
respondent.
Measurement Instrument Error:
Error that results from the design of the questionnaire or
measurement instrument; also known as questionnaire bias.
Processing Error:
Error that results from the incorrect transfer of information from asurvey document to a computer.
Survey Research ErrorKey Definitions
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Survey Research ErrorKey Definitions
Non-responseBias:
Error that results from a systematic difference between
those who do and those who do not respond to the
measurement instrument.
Refusal Rate:
Percentage of persons contacted who refuse to participate in a survey.
Response Bias:
Error that results from the tendency of people to answer a question incorrectly through
wither deliberate falsification or unconscious misrepresentation.
Sampling Frame:
The list of the population elements or members from which units to be sampled areselected.
Frame Error:
Error that results from incorrectly defining the population or universe from which a
sample is chosen.
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Pre-Test (to make it the best survey it can be)
Appeals (greater good, etc.) Deadlines (not too long or short)
Incentives (money, giveaways, etc)
Confidentiality / Anonymity
Sponsorship (careful - the name could hurt)
Cover Letter(explaining survey purpose)
Personalization (tailor to respondents)
Preliminary Notification / Follow-up
Interesting Topic/Questions
Return Postage/Outgoing Types
Questionnaire (size, length, color)
Methods to Increase
Response Rates: Mail & Mail Panels
E-Mail & Internet
Mall Intercept
Interviews
Telephone Surveys
Door to Door Computer Assisted
Self Administered
Executive Interviews
Longitudinal Study
Types of Surveys
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Door to Door:
Interviews conducted face to face with customers in their homes.
pros - direct customer contact, can demonstrate products, responses rates still good.
cons - expensive, bad image, liability, safety issues.
Executive Interviews:
Industry equivalent of door-to-door interviewing.
pros - talking with decision maker is valuable, can have complicate questioning.
cons - hard to get decision maker, limited sample size, not reflective of the population.
Mall Intercept Interviews:Face-to-face interviews conducted by intercepting people at high traffic locations.
pros - direct customer contact, can test products, human interaction.
cons - expensive, not always representative of the population, bad image.
Types of Surveys
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Central Location Telephone Interviews:
Interviews conducted by calling respondents from a central location.
pros - good segmentation, can verify respondent as the right person.
cons - cost, response rates slipping, need to have short surveys.
Computer Assisted Telephone Interviews (CATI): Central-location telephone interviews in which interviewers enter
respondents answers directly into a computer.
pros - data can be directly entered into computer, can have
complicated skip patterns, data entry errors rare.
cons - computer glitches, need interviewer training, the equipment can
be expensive.
Cell Phone Surveys:
cons Generally not permitted by law
Types of Surveys
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Self Administered Questionnaires:
Questionnaires filled out by respondents with no interviewer present.
pros - respondents can take their time, good response rates.
cons - respondents often take a long time, researcher can overcomplicate the
survey since respondents have more time.
Mail Surveys:
Ad hoc / cross sectional and mail panels / longitudinal.
pros - not too expensive, can get targeted mailing lists, longer questionnaires.
cons - low response rates, mailing list often out of date, not sure who
completed the survey, manual data entry common.
E-mail - Internet:
pros - cheap, direct access, can get quick information, can download results can
contact hard-to-reach people, good responses rates for web.
cons - response rates low for e-mail , cant verify responder, security issues, not
always representative of the population.
Types of Surveys
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Cross Sectional Surveys:
Are one time snapshots of population
Use the same survey & different sample
Longitudinal Surveys:
Identify market trends
Use the same survey & same sample
Use tracking panels & groups
Cross Sectional Surveys:
Are one time snapshots of population
Use the same survey & different sample
Longitudinal Surveys:
Identify market trends
Use the same survey & same sample
Use tracking panels & groups
Types of SurveysCross Sectional and Longitudinal
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Low costs & no geographic barriers; Can be executed quickly / real time results;
Ready personalization;
Good for generating fresh ideas / brainstorming;
Can enhance other data collection methods;
Generally higher response rates;
Simplified panel management; High profitability for research firms.
Information security real and perceived; Not everyone has easy access to the Internet;
Often not representative of the general population;
Connecting speeds can slow down certain survey applications;
Anyone can take the survey if not password protected;
Can be hard to track who responded and who did not respond.
Survey Research on the Internet
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SSL (Secure Socket Layer):
Computer encryption system that secures
sensitive information.
Unrestricted Internet Sample:
Self-selected sample group consisting of
anyone who wishes to complete anInternet survey.
Survey Research on the Internet
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Converted CATI Systems;
Web Survey Systems;
Survey Design and Web Hosting Sites;
Screened Internet Samples;
Recruited Internet Samples;
Recruited Panels;
Renting Internet Panels;
SurveySpot Panel;
Global eSamples; Data Capture of Visitors;
Household Panels.
Methods of Conducting Online Surveys
Chapter Five
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Decision Analysts Online Household Panels
American Consumer Opinion;
Technology Advisory Board;
Executive Advisory Board;
Contract Advisory Board; Physicians Advisory Council;
Medical Advisory Board.
CopyTrack
CopyTest
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Accessing the Population
The percentage of people or households in
the general population that fit the
qualifications to be sampled.
The percentage of qualified personscontacted who agree to complete the survey.
Getting to Yes.
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Creating Online Questionnaires
The Interactive Marketing Research Organization:
An organization dedicated to the development,
dissemination, and implementation of interactivemarketing research concepts, practice, and information.
For More Information
Click Below:
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Sampling Precision;
Budget - Cost / Benefit Analysis;
Requirements for Respondent Reactions; Quality of Data Desired/Required;
Desired Questionnaire Length;
Incidence and Cooperation Rates;
Questionnaire Structure; Time Available to Complete the Survey;
Desired Response Rate;
How the Data Will beUsed.
Determination of the Survey Method
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