marketing research - secondary data, qualitative research & surveys

8/3/2019 Marketing Research - Secondary Data, Qualitative Research & Surveys

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Secondary Data

Qualitative Research &

Surveys Research

Prof. Rushen Chahal

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Might be outdated or questionable;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.


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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Are data out of date / when were the data collected?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Are data out of date / when were the data collected?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.


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

Prof. Rushen Chahal

Prof. Rushen Chahal


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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;



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;


Often misused as representative the general population.

Benefits and Drawbacks of Focus Groups

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Low costs & no geographic barriers;


Good for generating fresh ideas / brainstorming;


Participants provide valuable information for the next research phase.

Low costs & no geographic barriers;




Participants provide valuable information for the next research phase.

Loss of group, hands-on, dynamic;


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;


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

Prof. Rushen Chahal

Prof. Rushen Chahal


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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.


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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;



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

ConceptTestProf. Rushen Chahal


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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:

Prof. Rushen Chahal


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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

Prof. Rushen Chahal

marketing research - secondary data, qualitative research & surveys

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