4.12

1
4.12 4.13 UNDERSTAND DATA-COLLECTION METHODS
TO EVALUATE THEIR APPROPRIATENESS FOR THE
RESEARCH PROBLEM/ISSUE.

• 4.00 Understand promotion and intermediate uses
  of marketing-information

2

1. DATA
2. OBSERVATION
3. RATING SCALES

3
Explain reasons for having a variety of
data-collection methods.

• Some people are more likely to respond to
  specific formats
• Some formats allow more in-depth questioning
• Quantitative means we can count the results
• Quantitative inquiries use numerical and
  statistical processes to answer specific
  questions.
• EX surveys, tracking, experiments.

Describe forms of quantitative data collection
4

• Describe forms of qualitative data collection
• Looking for opinions, judgment, feelings
• EX personal interviews, focus groups,
  observational research).
• Explain limitations associated with qualitative
  research.
• Qualitative is based on feelings and
  interpretations
• While numbers can be assigned, they tend to be
  estimates

5

• Explain advantages/disadvantages with using
  observational techniques to collect marketing
  data.
• Advantages (A) Limits introduction of bias,
  customer isnt being interfered with by the
  observer
• Disadvantages (D) The observer doesnt know why
  the customer has made the choice, no option for
  clarification
• Describe advantages/disadvantages associated with
  using mail techniques to collect marketing data.
• A Cheap, cover lots of customers, can be
  thorough
• D Poor return rate, customer cant ask for
  clarification

6

• Discuss advantages/disadvantages associated with
  using telephone data-collection methods.
• A Cheap, can ask for clarification to an answer
• D People often wont participate, cant read
  body language

7

• Describe ways to use the Internet to collect
  data.
• Online surveys (send the customer a link)
• Simulations (where the customer play s a game or
  works through a simulation)
• Explain advantages/disadvantages associated with
  using the Internet as a data-collection method.
• A Engaging surveys (color, motion, video),
  online surveys eliminate interviewer bias or
  error
• D Impersonal, cant ready body language

8
Describe advantages/disadvantages of using
discussion groups to collect data.

• A Multiple opinions can be collected at once,
  simultaneously test individual thoughts and group
  opinions
• D The group can influence the opinions and
  answers of individuals

9

• Discuss advantages/disadvantages associated with
  using interviews to collect data.
• A Can clarify questions, read body language
• D Might influence the responder, time pressure
• Explain advantages/disadvantages associated with
  using scanners to collect data.
• A Quick tabulation of responses, limited chance
  for transcription errors
• D Answers are limited to pre-selected options,
  miss-marked responses

10
Explain why data-collection instruments must be
carefully designed and administered.

• Must be designed to find the required information
• Must engage the responder so s/he takes the time
  to read and thoughtfully answer
• Must be clear as to what is being asked, easy to
  understand
• Easy to answer so there arent any transcription
  errors

11
Challenges in developing effective
data-collection instruments

• cultural differences between researcher and
  source,
• resources required for the study,
• intangible nature of some types of information,
• difficulty accessing some sources of information.

12
Explain elements of surveys

• A statement to respondents about how information
  will be used and why it is valuable
• Clear instructions, including for any skip
  patterns
• Appealing format
• Logical sequence of questions
• Consideration of how answers to previous items
  might affect later items).

13
Describe qualities of a good survey item

• Clear questions,
• Single focus for each question,
• Neutral questions,
• Balanced questions,
• Appropriate language for the intended respondent,
  
• Appropriately broad or narrow in scope.

14

• Explain how to ensure the quality of
  observations.
• Set the parameters for what is included and
  excluded
• Clear view without interfering
• Training and practice
• Discuss considerations for collecting data
  online.
• Security, supplemental information, collating and
  analyzing the data
• Describe considerations in using a pre-existing
  data collection instrument.
• Does it address the information needed for your
  specific problem/issue?
• Does it work with your customers?

15

• Explain the use of scaling in marketing research.
• How items are rated, ranked or scored
• Distinguish between rating ranking scales.
• Rating sets a scale for an individual item
• Ranking compares different items
• Distinguish between nominal data ordinal
  scales.
• Nominal mutually exclusive answers with no
  implied ranking
• Ordinal involve ranking of answers, relative
  position (not magnitude)

16

• Discuss when ordinal scales are used.
• Used to measure relative attitudes, opinions,
  perceptions and preferences
• Which is more important to you? Implied ordered
  sequence (e.g. the first item is greater than the
  second)
• Describe characteristics of interval rating
  scales.
• Shows order and distance (how far apart are the
  two or more objects?)
• Do not allow comparisons of absolute magnitude
• Cannot say that an assigned 6 is twice an
  assigned 3 when using an interval scale

17

• Distinguish between interval and ratio scales.
• Ratio scales possess order, distance and a unique
  origin (can be absolute - zero point or natural
  starting point)
• Can say that an assigned 6 is twice an assigned 3
  when working on a ratio scale

18

• Distinguish between continuous and itemized
  rating scales.
• Continuous Respondent makes a mark at the
  appropriate position on a line, no comparison
  standard it given
• Itemized scale has a number or brief description
  associated with each category. Categories are
  ordered and respondent is required to select the
  category that best describes the object being
  ranked

19

• Discuss types of itemized rating scales
• Likert
• numerical values associated with each possible
  answer
• Semantic Differential Scale
• uses bipolar adjectival phrases to describe a
  persons beliefs. The respondent marks a category
  along the rating continuum (usually 1 to 7)

20
CONT.

• Stapel Scale
• differs from semantic by using just one term and
  then sets a scale for rating the appropriateness
  of that term (usually -5 to 5 with no zero)
• Multi-Dimensional
• used when difficult to measure attitude based on
  only one attribute. Used when it is impossible to
  capture the complete picture with one overall
  question.

21
Multi-Dimensional CONT.

• The major attributes of a given class of products
  perceived by the consumers in considering the
  product and by which they compare the different
  ranks.
• To study which brand competes most directly with
  each other.
• To find out whether the consumers would like a
  new brand with a combination of characteristics
  not found in the market.
• What would be the consumers ideal combination of
  product attributes.
• What sales and advertising messages are
  compatible with consumers brand perceptions.

22
Explain advantages/disadvantages of the types of
itemized rating scales.

• A Itemized rating scales give the responders a
  choice of ranking. Allows the responder room to
  explain who much s/he feels positively or
  negatively.
• D Responders arent likely to be consistent in
  their ratings. A lot of room for interpretation
  on the part of the responder and the surveyor.

23
Explain types of ranking scales

• Paired Comparison respondents are asked to
  choose between two objects at a time (small
  number of objects) Too many will result in
  respondent fatigue.
• Forced Choice respondents rank objects relative
  to one another. Dont offer too many choices.
• Comparative Scale provides a benchmark or point
  of reference to assess attitudes toward the
  object under study