marketing researchiim 08-09
TRANSCRIPT
![Page 1: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/1.jpg)
Marketing Research
![Page 2: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/2.jpg)
Marketing Info. System
• Secondary data: Information collected for another purpose which already exists.
• Primary data: Information collected for the specific purpose at hand
![Page 3: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/3.jpg)
Marketing Info. System• Secondary data sources:
– Government information– Internal, commercial, and
online databases– Publications
• Advantages:– Obtained quickly– Less expensive than
primary data• Disadvantages:
– Information may not exist or may not be usable.
• Secondary data• Primary data
Types of DataTypes of Data
![Page 4: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/4.jpg)
Evaluate the Following When Evaluate the Following When Judging Data QualityJudging Data Quality
Marketing Info. System
• Relevance• Accuracy
• Currency
![Page 5: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/5.jpg)
Questionnaire Development Process
Steps in a Questionnaire Development Process
Pre-design activities Design activities Post-design activities
Determine Survey
Objectives
Decide Data Collection Methods
Question
Development
Question Evaluation
by Researcher and by Client
Pretest the Questionna
ire
Revise, Finalize,
Gather Data Using the Question-
naire
Tabulate and Analyze Data and Finalize
Report
![Page 6: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/6.jpg)
Addressing Non-Sampling Error
• How do We Get People to Complete Our Surveys and Provide us with Good Information ??
Non-SamplingError
Non-ResponseError
Response orField Error
MAJOR CONCLUSIONSampling Error is Very Minor When Compared
to Non-Sampling ErrorSampling Error - 5 % of Total Error
Non-Sampling Error - 95% of Total Error
![Page 7: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/7.jpg)
Sources of Non-Sampling Error
TOTALERROR
SAMPLINGERROR
NON-SAMPLINGERROR
NON-RESPONSE
FIELD DATA COLLECTION
OFFICEPROCESSING
NON-CONTACT
REFUSALS
INTERVIEWBIAS
EDITINGCODING
ANALYSES
NOT AT HOMECAN’T LOCATE
EXPLICITSENSITIVE TOPICOVERBURDENING
IMPLICITLACK OF
MOTIVATION
![Page 8: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/8.jpg)
Gathering Primary Data: Quantitative and Qualitative Research
– Qualitative vs. Quantitative• Quantitative research – more structured type of
questions to a large number of respondents
• Qualitative research - open ended questions that reflect an individual’s thoughts, philosophies or feelings. (Exploratory survey, personal values, purchase motivations)
• Indirect interviewing
![Page 9: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/9.jpg)
Primary Research Methods
• Surveys• Experimentation• Observation• Focus groups• In-depth interviews• Projective techniques
![Page 10: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/10.jpg)
Surveys• Planned questions
– Open-ended– Closed-ended
• Forms– Mail– Telephone– Mall Intercept– Internet/Computer– Comp. Assist. Teleph.
Interv.– Personal– Purchase Intercept
Technique
• Problem questions
– Leading– Ambiguous– Unanswerable (Don’t
know, forgotten)– Two questions in one– Non-exhaustive
question
![Page 11: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/11.jpg)
Observation (sometimes only method)
– Observation research using people or machines• Mystery shoppers, traffic counters, web site
“cookies”, physical traces, are some examples.
• Structured/Unstructured• Indirect (Kitchen Audit)
– Discovers behavior but not motivations.
![Page 12: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/12.jpg)
Person administered surveys I 1. Direct, face-to-face Interview: • Interviewer and interviewee see and talk to each other
face-to-face. Includes– In-home/In-office Interview
• Appointment first, • Face to face Interview
– Mall Intercept Interview (Stop, Qualify)• Interview outside home, in supermarkets, departmental
stores, other public places
![Page 13: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/13.jpg)
Face to face interview
• Advantages– Direct interaction– Clarity and display of
exhibits– Better quality and
quantity of data– Higher response rate– Identifying
respondents– Unstructured
• Disadvantages
– High cost– Longer time– Anonymity not
maintained– Interviewer cheating
![Page 14: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/14.jpg)
Person Administered Surveys II
2. Indirect, non- face-to-face Interview:• The interviewer and the interviewee do not see
but talk direct to each other.
– CATI
– Telephone Interview
![Page 15: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/15.jpg)
Telephone Interview
• Advantages– Faster Results– Inexpensive– Better geographical
coverage– Reaching hard-to-reach
people– Timing: early or late OK– Privacy and better control– Coincidental data:
immediate feedback.
• Disadvantages
– No exhibits– Long interview not
possible– Answering machines and
caller identification device– Sampling problem
• Obsolete directory: poor sampling frame
• Voluntary unlisting
![Page 16: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/16.jpg)
Self-administered surveys
Mail Survey• Advantages
– Wide geographical coverage– Providing thoughtful
answers– Ability to ask sensitive
questions– No interviewer bias– Inexpensive– Anonymity– Clarity
• Disadvantages– Mailing list problem– Postal delivery problem– Data limitation– No interviewer assistance
• no exhibits– Assumed literacy– Poor response rate– Longer time– Problem with complex
questionnaire, e.g. with skip instructions
![Page 17: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/17.jpg)
A questionnaire --Is the question necessary
• Data collection instrument used for gathering data;
• A formalized schedule of an assembly of carefully formulated questions;
• Six important functions– Converts research objectives
into specific questions– Standardizes the questions– Keeps respondents motivated
to complete the research– Serve as a permanent record– Speed-up the process of data
analysis
![Page 18: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/18.jpg)
Advantages and disadvantages of Open-ended Questions
Advantages Since they do not restrict the
respondent’s response, the widest scope of response can be attained.
Most appropriate where the range of possible responses is broad, or cannot be predetermined.
• Responses may often be used as direct quotes to bring realism and life to the written report.
Disadvantages Inappropriate for self-administered
questionnaire since people tend to write more briefly than they speak.
The interviewer may only record a summary of the responses given by an interview and fail to capture the the interviewer’s own ideas.
It is difficult to categorize and summarize the diverse responses of different respondents.
Huge time and cost of coding May annoy a respondent and
prompt him/her to terminate the interview, or ignore the mail questionnaire.
![Page 19: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/19.jpg)
Advantages and Disadvantages of Closed-ended Questions
ADVANTAGES All respondents reply on a
standard response set. This ensures comparability of responses, facilitates coding, tabulating and interpreting the data.
Easier to administer and most suited for self-administered questionnaire.
If used in interviews, less skilled interviewer may be engaged to do the job.
DISADVANTAGES Preparing the list of
responses is time-consuming.
If the list of responses is long, the respondents may be confused.
If the list of responses is not comprehensive, responses may often fail to represent the respondent’s point of views.
![Page 20: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/20.jpg)
Phrasing and Sequencing of Questions
PHRASING• Ask precise questions
using respondent’s core vocabulary
• Avoid – use of vague words– asking leading or loaded
questions– double barreled questions– Biased frame– Odd/even? (otherwise resp.
may mark midpt. Even if no opinion-distort measures of central tendency).
SEQUENCING • Start with simple opening
questions• Place
– broad-based questions first; – more specific and narrow
questions and difficult, sensitive, embarrassing questions should come later(Funnel approach)
– Classification questions last.• Transition from one topic to
another should be smooth• State assumptions
![Page 21: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/21.jpg)
Depth Interviews• Focus Group – New product concepts, positioning,
advertising research, behaviour determination – moderator might shift topics too rapidly, encourage certain
answers, peer pressure, locational problems, too vocal people, participants may differ from those who don’t
• One-on-ones (no prespecified ordered set of questions, freedom to create question, can probe responses that appear relevant, latitude to air their views, detailed probing of individual’s attitudes, confidential nature of subject matter, emotionally charged matter, no need to conform to a group, complicated decision making patterns)– V. high interviewer effects, time consuming
![Page 22: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/22.jpg)
• Symbolic Questioning– Beer & Skimmed Milk– Beer & wine
• Detailed probing – complex, step-by-step decision making patterns (buying a flat)
• Confidential subjects- personal investments• Socially acceptable norms
– M. Lynch (Bullish on America vs. High returns; wouldn’t come out in focus groups)
![Page 23: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/23.jpg)
Projective techniques (emotional response to
ads, products, usage, generate hypotheses)•Association techniques - Word association – free /successive•Completion techniques•Story completion•Cartoon techniques, Role playing, Third person technique (Instant coffee)Problems: Personal interviews with highly trained interviewers…expensive, leads to small sample sizes and therefore nonprobability selection procedures, people feel shy, possibility of interpreter bias
![Page 24: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/24.jpg)
Other Error Sources
• Short Term Characteristics• Situational characteristics• Interviewer effects• Normative questions• Prestige questions• Questionnaire length
![Page 25: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/25.jpg)
Techniques for GeneratingHigher Response Rates
Preliminary or Advance Notification Persuasion Follow-ups Appeals Personalization Assurances of anonymity Incentives Sponsor of survey
![Page 26: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/26.jpg)
FIELD CONTROLS: To minimise errors during the actual collection of data
• Monitoring …. The observation of field work
• Validation…. Important in survey research to control interviewer cheating
• Interviewer code• Time & result of each contact attempt to be
recorded
![Page 27: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/27.jpg)
Editing• Missing Data –
– Exclude the respondent (if sample size large and unsatisfactory responses small)
– Assign average values– Recontact the respondent (Easier in b2b- small sample
size, respondents easily identifiable)– Impute (income based on occupation)– Recontact subsample of respondents– Politz-Simmons
• Ambiguous data – guess which answer is correct based on other responses in the questionnaire, discard the questionnaire, treat both answers as missing data, recontact the respondent
![Page 28: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/28.jpg)
Field work• Pretest the questionnaire• Selection of field workers
– Similar to respondent– Good speaking & listening skills– Good reading & writing skills (college education)– Experienced (not accepting refusals/ don’t knows,
knows how to probe, fill quotas of respondents)• Training of field workers• Recording the answers• Alleviate confidentiality concerns/ethical issues• Supervision • Evaluation of field workers
![Page 29: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/29.jpg)
Gender & Internet usageGender
Internet usage
Male Female Row total
Light (<5 hours)
5 (33.3%)
10 (66.7%)
15
Heavy (> 5 hours)
10 (66.7%)
5 (33.3%)
15
Column Total
15 15
![Page 30: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/30.jpg)
Purchase of Fashion Clothing & Marital StatusMarital Status
Purchase of
Fashion Clothing
Married Unmarried
High 31% 52%
Low 69% 48%
100% 100%
No. of Respondents
700 300
![Page 31: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/31.jpg)
Purchase of Fashion Clothing by Marital Status and Sex
Purchase of Fashion Clothing
Male FemaleHigh M U M U
35% 40% 25% 60%Low 65% 60% 75% 40%
100% 100% 100% 100%
400 120 300 180Effect is more pronounced in females
![Page 32: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/32.jpg)
International Marketing Research
Data Collection Issues• Lack of of comparable data among countries• Absence of secondary data in general• Difficulties gathering primary data in a
country not your own• Differences in definitions and data collection
methods• Problem with classification differences (urban)
![Page 33: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/33.jpg)
International Marketing Research
If conducting your own research:
•Subscribe to newspaper
•Personally visit country
•Attend trade fairs
•Exploratory study
•Test Marketing
![Page 34: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/34.jpg)
Research in LDCs
• Unavailable/inaccurate secondary data:– Much data on Asian markets are either non-existent, difficult to
obtain or unreliable. For example, in many Asian countries consumers’ income estimates are inaccurate since they omit the unreported or underreported income.
• Problem with primary data– Survey research suffers from lack of sampling frame; shortage of
qualified researchers/interviewers; respondents’ unfamiliarity with research and lack of trust on researchers; less than truthful responses; and other cultural idiosyncrasies.
– Poor postal and telephone system; poor rate of literacy of respondents; high rate of change and political instability etc.
• The nature and magnitude of problems vary from country to country.
![Page 35: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/35.jpg)
• List of residents – nonexistent, inaccurate
• No street names,; houses have no numbers
• Utility company lists may not be accurate
• Japan - official resident list use restricted
• May not be able to use same sampling method across all countries- random (USA); judgmental (India)
![Page 36: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/36.jpg)
• Non response –
– Refusal to respond – Women in Middle East won’t give interviews in husbands’ absence, suspicious of strangers (tax inspectors)
– Callback may be quite difficult –poor roads, lighting and high crime rate, poor telephone service
![Page 37: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/37.jpg)
• Observation – Useful, esp. in countries where with certain classes surveys cannot be used
– Toyota observed how closely cars were parked– Door mechanism that also opens the trunk
• Local observers (may fail to notice school uniforms)
• American observer – Can draw wrong conclusion
![Page 38: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/38.jpg)
• Need to properly train observers so a sto notice desired details systematically
• Use observers of various backgrounds to cover each others blind spots
• Learn about competitors by observing
![Page 39: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/39.jpg)
Questioning• Personal interview – problem if too many local
languages
• Mail survey – Scarcity of good mailing lists; Illiteracy; Poor postal service
• Telephone survey – Often telephone owners belong to the higher-income groups, thus untypical of the larger population; poor phone service
![Page 40: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/40.jpg)
• Conceptual Equivalence
• Functional equivalence
• Definitional/Classification equivalence
• Scale – balanced? Lower-point scale?
![Page 41: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/41.jpg)
Linguistic Equivalence
• Methods used to minimise errors in translation– Back translation– Parallel translation
• Measurement Timing – seasonal factors, product life-cycle stage
• Internal & External Validity
![Page 42: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/42.jpg)
Other important Points– C. Problems in Analyzing and Interpreting Research
Information• Researcher must have the following to avoid incorrect
interpretations of the research data– Be culturally adept and sensitive to differences– Be able to adapt research results appropriately– Be skeptical in handling both primary and secondary data
– D. Who is responsible for conducting Marketing Research
• Assigned by company (department or division or agent) • Local analysts (decentralized)• Best approach is to have local researchers with close
coordination between local research company and headqrts.
![Page 43: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/43.jpg)
Factor Analysis
![Page 44: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/44.jpg)
Factor Analysis
• A data reduction technique designed to represent a wide range of attributes on a smaller number of dimensions.
![Page 45: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/45.jpg)
Factor Analysis
• For example, suppose that a bank asked a large number of questions about a given branch. Consider how the following characteristics might be more parsimoniously represented by just a few constructs (factors).
![Page 46: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/46.jpg)
Factor Analysis
![Page 47: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/47.jpg)
Factor Analysis
- Benefits include: (1) a more concise representation of the marketing situation and hence communication may be enhanced; (2) fewer questions may be required on future surveys - Ideally, interval data (e.g., a rating on a 7 point scale), regarding the perceptions of consumers are required regarding a number of features, such as those noted above for the bank are gathered.
![Page 48: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/48.jpg)
Measurement and Scaling
Measurement means assigning numbers or other symbols to characteristics of objects according to certain prespecified rules.
Scaling involves creating a continuum upon which measured objects are located.
![Page 49: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/49.jpg)
7 38
Primary Scales of MeasurementScaleNominal Numbers
Assigned to Runners
Ordinal Rank Orderof Winners
Interval PerformanceRating on a
0 to 10 Scale
Ratio Time to Finish, in
Seconds
Thirdplace
Secondplace
Firstplace
Finish
Finish
8.2 9.1 9.6
15.2 14.1 13.4
![Page 50: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/50.jpg)
Primary Scales of MeasurementNominal Scale
• The numbers serve only as labels or tags for identifying and classifying objects.
• When used for identification, there is a strict one-to-one correspondence between the numbers and the objects.
• The numbers do not reflect the amount of the characteristic possessed by the objects.
![Page 51: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/51.jpg)
Illustration of Primary Scales of Measurement
Nominal Ordinal RatioScale Scale Scale
Preference $ spent last No. Store Rankings 3 months
1. Lord & Taylor2. Macy’s3. Kmart4. Rich’s5. J.C. Penney 6. Neiman Marcus 7. Target 8. Saks Fifth Avenue 9. Sears 10.Wal-Mart
IntervalScale Preference Ratings1-7
7 79 5 02 25 7 2008 82 4 03 30 6 1001 10 7 2505 53 5 359 95 4 06 61 5 1004 45 6 010 115 2 10
![Page 52: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/52.jpg)
Primary Scales of MeasurementOrdinal Scale
• A ranking scale in which numbers are assigned to objects to indicate the relative extent to which the objects possess some characteristic.
• Can determine whether an object has more or less of a characteristic than some other object, but not how much more or less.
![Page 53: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/53.jpg)
Primary Scales of MeasurementInterval Scale
• Numerically equal distances on the scale represent equal values in the characteristic being measured.
• It permits comparison of the differences between objects.
![Page 54: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/54.jpg)
A Classification of Scaling Techniques
Likert Semantic Differential
Stapel
Scaling Techniques
NoncomparativeScales
Comparative Scales
Paired Comparison
Rank Order
Constant Sum
Q-Sort and Other Procedures
Continuous Rating Scales
Itemized Rating Scales
![Page 55: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/55.jpg)
A Comparison of Scaling Techniques
• Comparative scales involve the direct comparison of stimulus objects. Comparative scale data must be interpreted in relative terms and have only ordinal or rank order properties.
• In noncomparative scales, each object is scaled
independently of the others in the stimulus set. The resulting data are generally assumed to be interval or ratio scaled.
![Page 56: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/56.jpg)
Comparative Scaling TechniquesPaired Comparison Scaling
• A respondent is presented with two objects and asked to select one according to some criterion.
• The data obtained are ordinal in nature. • Paired comparison scaling is the most widely used
comparative scaling technique.
![Page 57: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/57.jpg)
Paired Comparison SellingThe most common method of taste testing is paired comparison. The consumer is asked to sample two different products and select the one with the most appealing taste. The test is done in private and a minimum of 1,000 responses is considered an adequate sample. A blind taste test for a soft drink, where imagery, self-perception and brand reputation are very important factors in the consumer’s purchasing decision, may not be a good indicator of performance in the marketplace. The introduction of New Coke illustrates this point. New Coke was heavily favored in blind paired comparison taste tests, but its introduction was less than successful, because image plays a major role in the purchase of Coke.
A paired comparison taste test
![Page 58: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/58.jpg)
Comparative Scaling TechniquesRank Order Scaling
• Respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion.
• It is possible that the respondent may dislike the brand ranked 1 in an absolute sense.
• Furthermore, rank order scaling also results in ordinal data.
![Page 59: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/59.jpg)
Brand Rank Order1. Crest _________ 2. Colgate _________
3. Aim _________ 4. Gleem _________ 5. Macleans _________ 6. Ultra Brite _________
7. Close Up _________ 8. Pepsodent _________ 9. Plus White _________ 10. Stripe _________
Preference for Toothpaste Brands Using Rank Order Scaling
![Page 60: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/60.jpg)
Form Average Responses of Three Segments Attribute Segment I Segment II Segment III1. Mildness2. Lather 3. Shrinkage 4. Price 5. Fragrance 6. Packaging 7. Moisturizing 8. Cleaning Power
Sum
8 2 4 2 4 17 3 9 7
53 17 9 9 0 19 7 5 9 5 3 20
13 60 15 100 100 100
Importance of Bathing Soap AttributesUsing a Constant Sum Scale
![Page 61: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/61.jpg)
Noncomparative Scaling Techniques
• Respondents evaluate only one object at a time, and for this reason noncomparative scales are often referred to as monadic scales.
• Noncomparative techniques consist of continuous and itemized rating scales.
![Page 62: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/62.jpg)
Continuous Rating ScaleRespondents rate the objects by placing a mark at the appropriate
position on a line that runs from one extreme of the criterion variable to the other.The form of the continuous scale may vary considerably. How would you rate Sears as a department store?Version 1Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Probably the best Version 2Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - Probably the best0 10 20 30 40 50 60 70 80 90 100 Version 3
Very bad Neither good Very good nor bad
Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - -Probably the best0 10 20 30 40 50 60 70 80 90 100
![Page 63: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/63.jpg)
Itemized Rating Scales
• The respondents are provided with a scale that has a number or brief description associated with each category.
• The categories are ordered in terms of scale position, and the respondents are required to select the specified category that best describes the object being rated.
• The commonly used itemized rating scales are the Likert, semantic differential, and Stapel scales.
![Page 64: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/64.jpg)
Likert ScaleThe Likert scale requires the respondents to indicate a
degree of agreement or disagreement with each of a series of statements about the stimulus objects.
Strongly Disagree Neither Agree Strongly disagree agree nor agreedisagree
1. Sears sells high quality merchandise. 1 2X 3 4 5 2. Sears has poor in-store service. 1 2X 3 4 5 3. I like to shop at Sears. 1 2 3X 4 5
![Page 65: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/65.jpg)
Semantic Differential ScaleThe semantic differential is a seven-point rating scale with end points associated with bipolar labels that have semantic meaning.
SEARS IS:Powerful --:--:--:--:-X-:--:--: WeakUnreliable --:--:--:--:--:-X-:--: ReliableModern --:--:--:--:--:--:-X-: Old-fashioned
• The negative adjective or phrase sometimes appears at the left side of the scale and sometimes at the right.
• This controls the tendency of some respondents, particularly those with very positive or very negative attitudes, to mark the right- or left-hand sides without reading the labels.
• Individual items on a semantic differential scale may be scored on either a -3 to +3 or a 1 to 7 scale.
![Page 66: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/66.jpg)
A Semantic Differential Scale for Measuring Self- Concepts, Person Concepts, and Product
Concepts 1) Rugged :---:---:---:---:---:---:---: Delicate 2) Excitable :---:---:---:---:---:---:---: Calm 3) Uncomfortable :---:---:---:---:---:---:---: Comfortable 4) Dominating :---:---:---:---:---:---:---: Submissive 5) Thrifty :---:---:---:---:---:---:---: Indulgent 6) Pleasant :---:---:---:---:---:---:---: Unpleasant 7) Contemporary :---:---:---:---:---:---:---: Obsolete 8) Organized :---:---:---:---:---:---:---: Unorganized 9) Rational :---:---:---:---:---:---:---: Emotional 10) Youthful :---:---:---:---:---:---:---: Mature 11) Formal :---:---:---:---:---:---:---: Informal 12) Orthodox :---:---:---:---:---:---:---: Liberal 13) Complex :---:---:---:---:---:---:---: Simple 14) Colorless :---:---:---:---:---:---:---: Colorful15) Modest :---:---:---:---:---:---:---: Vain
![Page 67: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/67.jpg)
Stapel ScaleThe Stapel scale is a unipolar rating scale with ten categoriesnumbered from -5 to +5, without a neutral point (zero). This scaleis usually presented vertically.
SEARS
+5 +5+4 +4+3 +3+2 +2X+1 +1
HIGH QUALITY POOR SERVICE-1 -1-2 -2-3 -3-4X -4-5 -5
The data obtained by using a Stapel scale can be analyzed in thesame way as semantic differential data.
![Page 68: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/68.jpg)
Summary of Itemized Scale Decisions
1) Number of categories Although there is no single, optimal number,traditional guidelines suggest that thereshould be between five and nine categories
2) Balanced vs. unbalanced In general, the scale should be balanced toobtain objective data
3) Odd/even no. of categories If a neutral or indifferent scale response ispossible from at least some of the respondents,an odd number of categories should be used
4) Forced vs. non-forced In situations where the respondents areexpected to have no opinion, the accuracy ofthe data may be improved by a non-forced scale
5) Verbal description An argument can be made for labeling all ormany scale categories. The category
descriptions should be located as close to theresponse categories as possible
6) Physical form A number of options should be tried and thebest selected
![Page 69: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/69.jpg)
Jovan Musk for Men is Jovan Musk for Men is Extremely good Extremely good Very good Very good Good Good Bad Somewhat goodVery bad Bad Extremely bad Very bad
Balanced and Unbalanced Scales
![Page 70: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/70.jpg)
A variety of scale configurations may be employed to measure thegentleness of Cheer detergent. Some examples include:Cheer detergent is: 1) Very harsh --- --- --- --- --- --- --- Very gentle
2) Very harsh 1 2 3 4 5 6 7 Very gentle
3) . Very harsh . .
. Neither harsh nor gentle . . . Very gentle
4) ____ ____ ____ ____ ____ ____ ____ Very Harsh Somewhat Neither harsh Somewhat Gentle Very harsh Harsh nor gentle gentle gentle
5) Very Neither harsh Very
harsh nor gentle gentle
Rating Scale ConfigurationsFigure 9.2
-3 -1 0 +1 +2-2 +3
Cheer
![Page 71: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/71.jpg)
Thermometer ScaleInstructions: Please indicate how much you like McDonald’s hamburgers by coloring in the thermometer. Start at the bottom and color up to the temperature level that best indicates how strong your preference is. Form:
Smiling Face Scale Instructions: Please point to the face that shows how much you like the Barbie Doll. If you do not like the Barbie Doll at all, you would point to Face 1. If you liked it very much, you would point to Face 5. Form:
1 2 3 4 5
Like very much
Dislike very much
100 75 50 25 0
Some Unique Rating Scale Configurations
![Page 72: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/72.jpg)
Profile analysis of a beer brand images
(source: William A. Mindak, “Fitting the Semantic Differential of the Marketing Problem”, JM April 1962 p. 28-33)
Profile analysis
Just another beer
Not relaxing
Lots of aftertaste
Weak
Not aged a long time
Not really refreshing
Heavy feeling
Ordinary flavor
Waterly looking
Something special
Relaxing
Little aftertaste
Strong
Aged a long time
Really refreshing
Light feeling
Distinctive flavor
Not waterly looking
Brand xBrand YBrandZ
![Page 73: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/73.jpg)
A Semantic Differential for Two Furniture Stores
![Page 74: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/74.jpg)
Summated Scaling: LikertITEMS Strongly
AgreeAgree Neutral Disagree Strongly
Disagree
The primary use of forests should be for products that are useful to humans
1 2 3 4 5
Forest resources can be improved through human management
1 2 3 4 5
Forests should be used primarily for timber and wood products
1 2 3 4 5
We should actively harvest more trees to meet the needs of a much larger human population
1 2 3 4 5
Plants and animals exist primarily for human use 1 2 3 4 5
Humans should have more love, respect, and admiration for forests
1 2 3 4 5
Forests have a right to exist for their own sake 1 2 3 4 5
Wildlife, plants, and humans have equal rights to live and develop
1 2 3 4 5
![Page 75: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/75.jpg)
Summated Scaling: LikertStrongly
AgreeAgree Neutral Disagree Strongly
Disagree
The primary use of forests should be for products that are useful to humans
1 2 3 4 5
Forest resources can be improved through human management
1 2 3 4 5
Forests should be used primarily for timber and wood products
1 2 3 4 5
We should actively harvest more trees to meet the needs of a much larger human population
1 2 3 4 5
Plants and animals exist primarily for human use 1 2 3 4 5
Humans should have more love, respect, and admiration for forests
1 2 3 4 5
Forests have a right to exist for their own sake 1 2 3 4 5
Wildlife, plants, and humans have equal rights to live and develop
1 2 3 4 5
![Page 76: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/76.jpg)
Summated Scaling: LikertOriginal Score
Item 1 2
Item 2 1
Item 3 2
Item 4 2
Item 5 1
Item 6 4
Item 7 5
Item 8 4
Scale Score 21
Recoded Score
4
5
4
4
5
4
5
4
35
![Page 77: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/77.jpg)
Summated Scaling: Likert
Person Scale Score Interpretation
1 5 Highly biocentric
2 13 Biocentric
3 29 Anthropocentric
4 38 Highly anthropocentric
![Page 78: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/78.jpg)
Differences between Industrial and Consumer Markets that affect
Marketing Research
![Page 79: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/79.jpg)
• Consumer markets more numerous• Industrial markets bigger dollarwise• 80-20 principle• Multiple buying influences• Decision makers less accessible• More knowledgeable buyers & hence less
swayed by ads• Major future orientation• Less research on advertising, packaging.• Trade association data very important
![Page 80: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/80.jpg)
• Greater emphasis on surveys vav observation and experiments
• Personal interviews used most frequently (small, geo. Conc. population; uniqueness of info sought, demos, samples, models, pics.)
• Probability sampling not used to a great extent• Less emphasis on quantitative analysis• Difficult to find good interviewers; need training• Respondent overresearched• Back-door approach• Requires tact on interviewer’s part; readiness to
accept ball-park estimates
![Page 81: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/81.jpg)
Presentation of Data
• Objectivity on the part of the researcher• Nature of the audience- technical or popular
report– Managers want specific findings of the research
whereas techs more concerned with process used to obtain the information and methods used to analyze the data
– Hence prepare the report in a manner that best fits the needs of the user
![Page 82: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/82.jpg)
Major components of written reports
• Title page• Letter of transmittal• Table of contents• Executive summary/Highlights/Abstract• Introduction• Statement of Objectives• Description of methodology• Presentation of findings• Limitations of the study• Conclusions and recommendations• Appendix
![Page 83: Marketing ResearchIIM 08-09](https://reader036.vdocument.in/reader036/viewer/2022070601/577ccdfe1a28ab9e788d0875/html5/thumbnails/83.jpg)
• Length of report• Use common terminology whenever possible• Convey appropriate level of formality• Have one final writer• Make report appealing• Make effective use of tables and graphs• Oral presentation – what to highlight, professional
speakers (?), don’t overwhelm audience with numerical data, make available written report to the audience
• Presentation of negative findings – don’t avoid, depersonalize, highlight positives too, give recommendations