simc market research final

7/29/2019 SIMC Market Research Final

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Marketing Research


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Chapter One

A Decision MakingPerspective onMarketing Intelligence


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Business Intelligence

BI is the ability to access data from multiple sourceswithin an organization for the purpose of analysis.

It links the disparate operation systems to the end

users of the data, thus creating an environment withfree flow of information.

It offers a reliable barometer of the businessperformance.

The applications of BI tools are immense and can beprofitable across different functions of anorganization.


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Business Intelligence

Finance & Accounting

Intelligence Marketing Intelligence HR Intelligence Operations Intelligence

Marketing Research

Define problem & info. needs

Look forexisting data

Design study

Collect & Analyze data

Use & Report data for decision making

Back-End Analysis


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Need for Marketing Intelligence

MI focuses on the use of information as asource of strategic advantage.

Need to have a thorough knowledge ofcustomers, their attitudes, tastes andpreferences.

Need to analyze competition forbenchmarking and making price, product,market and segment decisions.


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Marketing Research

Marketing Research, a critical part of MarketingIntelligence helps by providing accurate, relevant andtimely (ART) information.

Function of Marketing Research is to link an

organization to its market through information Identify and define marketing opportunity and

problems

Generate, redefine and evaluate marketing actions

Monitor marketing performance

Improve understanding of marketing as a process


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Role of Market Research

Specifies information required

Designs method for collecting information

Manages and implements data collectionprocess

Interprets results & communicates

findings


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Marketing Information System

A continuing and interacting structure of people,equipment and procedures designed to gather,sort, analyze, evaluate, and distribute pertinent,timely and accurate information to marketingdecision making

MIS Uses 3 Types of Information

Recurring market and accounting data from market

analysis and accounting activities Intelligence relevant to future strategy of business

Marketing research studies not of a recurring nature


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Role of Marketing Research inManagerial Decision Making

Four Stages of Market Planning Process

Situation analysis

Strategy development

Marketing program development

Implementation


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Situation Analysis

Analysis of

Market environment

Market characteristics

Consumer behavior

Research Approaches

Organize information obtained from priorstudies (secondary)

Focus groups


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Strategy Development

Market Research Provides Information toAssist Management With Three CriticalDecisions

What business should we be in?

How will we compete?

What are the objectives for the business?


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Marketing Program Development

Programs embrace specific tasks

Action program usually focuses on asingle objective in support of one elementof overall business strategy


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Implementation

Starts with decision to proceed to a newprogram or strategy

Commitment to objectives, budgets and

timetables Specific measurable objectives must be set for

all elements of marketing program

"Did the elements achieve their objectives?" Should the marketing program be continued,

discontinued, revised or expanded?"


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Factors Influencing MarketingResearch Decisions

Relevance

Type and Nature of Information Sought

Timing

Availability of Resources Cost-benefit Analysis


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Ethics in Marketing Research

Ethics of the Sponsor

Overt and covert purposes

Dishonesty in dealing with suppliers

Misuse of research information

Ethics of the Supplier

Violating client confidentiality

Improper execution of researchRespondents Abuse

Falsifying answers


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Conquering Latino Homes

Hispanics account for nearly 13% of the U.S.population.

Research shows that Latino households spend

$600 billion of $1.3 trillion purchasing power ofmulticultural population.

In 1998 only 2.5% of total advertising dollars inthe United States was focused on Latinos.

By 2050, Hispanic population would represent25% of US population.

Who can tell me what the problem is?


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P & G Luring Women with theirFeminine Toothpaste

P & G has came out with Rejuvenating Effects agender specific toothpaste targeting the femalecustomers, who do 82% of the grocery shopping.

The flavor and package of the product was

decided on the basis of the results from acustomer survey filled out by women.

Though, the product is priced slightly higherthan the other brands P & G hopes to make

women think about the toothpaste in the samelight as skin care lotions and shampoo.

Who thinks they were right to try.


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Daimler Chrysler Exploring NewMarkets

Daimler Chrysler entered the small car segment withJava in response to the increased demand for smallfuel efficient cars.

They envision a three car plan with an ultra small carat the bottom end, Java in the middle range andMercedes A- class at the very top.

The companys marketing research indicated that

Java would be a success due to high demand and asthe resultant pollution from small cars is low.

Who thinks they were right to try


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Situation

Analysis

Strategy

Development

Marketing

Program

Development

Implementation

Understand the environment and the market

Identify threats and opportunities

Assess the competitive position

Define the business scope and served marketsegments

Establish competitive advantages

Set performance objectives.

Product and channel decisionCommunication decisions

Pricing

Personal selling decisions

Performance monitoring

Refining strategies and program


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Marketing Research

Aaker, Kumar, Day

Eighth EditionInstructors Presentation Slides


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Chapter Two

Marketing Research inPractice


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Marketing Research in Practice

Programmatic Research

Develops market options through market segmentation,market opportunity analysis, or consumer attitude andproduct usage studies

Selective Research

Tests different decision alternatives such as new producttesting, advertising copy testing, pre-test marketing, and testmarketing

Evaluative Research

Evaluation of performance of programs


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Information System

A continuing and interacting structure ofpeople, equipment, and procedures,

designed to gather, sort, analyze, evaluate,and distribute pertinent, timely, andaccurate information to decision makers.


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Databases

Contain 3 types of information:

1st type: Recurring day-to-dayinformation

2nd type: Intelligence relevant to thefuture strategy of thebusiness

3rd type: Research studies that arenot of a recurring nature


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Decision Support Systems (DSS)

DSS models are developed and adapted tosupport each firms own decision problems

Used to retrieve data, transform it into usable

information, and disseminate it to users Allow managers to interact directly with

database

To retrieve information

Provides a modeling function to help interpretinformation retrieved


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Use of Information Systems (IS)in Marketing Research

IS emphasizes that market research shouldpart of systematic and continuous effort to

improve decision-making process Marketing research used to close gaps in

data bank revealed by use of models and

IS


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Marketing Decision SupportSystem

Combines marketing data from diversesources into a single database, enabling

product managers, sales planners, marketresearchers, financial analysts, andproduction schedulers to share

information.


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Marketing Decision SupportSystems Cont..

Managers needs for decision relevantinformation:

Routine comparisons of current performanceagainst past trends on each of the key measuresof effectiveness

Periodic exception reports to assess which salesterritories or accounts have not matchedprevious years purchases

Special analyses to evaluate the sales impact ofparticular marketing programs, and to predictwhat would happen if changes were made


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Marketing Decision Support

Systems Cont..

Characteristics of MDSS:

Interactive

Flexible

Discovery oriented

User friendly


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Marketing Decision SupportSystems Cont..

Four components of MDSS:

Database

Reports and Displays

Analysis capabilities

Models


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Gaining Insight from a MDSS

Manager

Modeling

Analysis

Display

Database

Environment


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Suppliers of Information

Corporate or in-house marketing research

department External suppliers

Participants in Marketing Research


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Participants in Marketing ResearchActivities

Information Users

Information Suppliers:

Inside Company

Information Suppliers:

Outside Company

General management

Planning

Marketing and sales managers

Product managers

Lawyers

Marketing research department

Sales analysis group

Accounting department

Corporate strategic planning

Research consultants

Marketing research suppliers

Advertising agencies

Information suppliers and services


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Information suppliers and services

Information

Supplier

Corporate In-

house Supplier

Structured

(IndependentDepartment

Syndicated

Services

Customized

Services

Standardized

Services

External

Supplier

Unstructured

(one or moreMR employees)

Field

Services

Branded

Product/Services

Selective

Services


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Factors Influencing Choice ofInformation Supplier

Internal personnel may not have skills orexperience

Outside help may be called to boostinternal capacity in response tourgent deadline

Often it is cheaper to go outside


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Factors Influencing Choice ofInformation Supplier (Contd.)

Outside suppliers may have specialfacilities or competencies which would be

costly to duplicate for a single study Political considerations

Increased credibility of research used in

litigation or in proceedings beforeregulatory or legislative bodies


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Type and Nature of Services

Customized

Work with individual clients

Syndicated

Routinely collect information on several differentissues and provide it to firms that subscribe to theirservices (e.g.,Nielsen television index)

Standardized

Projects conducted in standard, prespecified mannerand supplied to several different clients. (e.g., Starchreadership surveys)


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Type and Nature of Services(Contd.)

Field Suppliers concentrate only on collecting data for

research projects

Selective

Specialize in just one or two aspects of marketingresearch, mainly concerning data coding data,editing or data analysis

Brandedproducts / services

Develop specialized data collection and analysesprocedures to address specific of research problemsthat they market as branded products


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Criteria For Selecting External Suppliers

Steps in deciding if supplier can deliver promised data,advice, or conclusions:

1. A thorough search for companies with an expertise in thearea of study

2. Selection of a small number of bidders on basis ofrecommendations of colleagues or others with similar needs

3. Personal interviews with potential project leaders, asking forexamples of previous work, their procedures for working

with clients, and they should provide references4. Check of references on each potential supplier, with special

attention on expertise, creativity, and quality and adequacyof resources available

International Marketing


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International MarketingResearch

Definition

International Marketing Research can bedefined as marketing research conducted to

aid in making decisions in more than onecountry

Function

Provides a systematic, planned approach tothe research process

Ensures all aspects of the research project areconsistent with each other


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International MarketResearch Industry

Percentage of Worldwide MarketResearch Expenditure Per Country

United States 39%Japan 10%

Western Europe 40%

Rest of World 11%


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Career Opportunities in Marketing Research

Marketing Research Analyst

Marketing Information manager

Project manager

Director of Market Research

Research Account manager

Research Analyst Methodologist


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Marketing Research

Aaker, Kumar, Day



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Chapter Three

The Marketing ResearchProcess


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Overview of Marketing Research

Process

MR Process Evolves From Answers to Five

Key Questions

Why should we do research?

Whatresearch should be done?

Is itworth doing the research?

Howshould the research be designed to achieve the

research objectives?

Whatwill we do with the research?


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Marketing Research Process


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MARKETING PLANNING AND INFORMATION SYSTEM

Planning system

Strategic plans

Tactical plans

Information system

Databases

DSS

1. AGREE ON RESEARCH PROCESS

Problems or opportunities

Decision alternatives

Research users


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2. ESTABLISH RESEARCH OBJECTIVES



Research users

Estimate

the value of

informationIs benefit >

cost

Do not conduct

marketing research

NO

YES


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2. ESTABLISH RESEARCH OBJECTIVES



Research users

5. COLLECT THE DATA

7. REPORT THE RESEARCH RESULTS AND PROVIDE

STRATEGIC RECOMMENDATIONS

6. PREPARE AND ANALYZE THE DATA

Th I t ti l M k ti R h


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The International Marketing Research

Process

Marketing research process is consistent for

both domestic and international markets

Variety of market environments affect

international marketing research process

M j E i t l F


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Major Environmental Forces

Influencing International Marketing

Research Process

Economic Environment

Social-cultural Environment Political and Legal Environment

Technological, Multimedia and Infrastructural

Facilities

The Marketing Research Process


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Step 1

Research Purpose Problem or opportunity analysis

Which problems or opportunities are anticipated

What is the scope of the problems and the possible reasons? Evaluation of decision alternatives

What are the alternatives being studied?

What are the criteria for choosing among the alternatives?

Research users

Who are the decision makers?

Are there any covert purposes?

Kroger Opens Signature Store


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Kroger Opens Signature Store

Kroger Co. is adding five new Signature stores in

Houston. More than 1,000 questionnaires weresent to targeted area residents asking what kind offeatures the respondents (or future customers)would like to see included in a new supermarket

in their neighborhood. Based on the surveys,Kroger added several variations:

A larger selection of wines A sit-down coffee bar

The largest all-natural food section

U-Scan Express aisles



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(Contd.)

Step 2Research Objective

A statement, in as precise terminology as possible, of

what information is needed Should be framed to ensure information obtained will

satisfy research purpose

Research Question Hypothesis Development

Research Boundaries



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(Contd.)

Research Question Asks what specific information is required to

achieve the research purpose

Sample questions to determine if a specificadvertisement should be run:

Will the advertisement be noticed?

Will it be interpreted accurately? Will it influence attitudes?



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(Contd.)

Hypothesis Development A possible answer to a research question.

Generating a hypothesis

Draw on previous research efforts

Borrow from other disciplines such as:

Psychology

Sociology

Marketing

Economics

Managers experience with related problems, coupled withknowledge and the use of judgment

Source


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Source

Theory

Management experience Exploratory research

Research

QuestionHypothesis

Research

Purpose

Research

Design

Research

Objective



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(Contd.)

Step 3

Estimating the Value of Information

Value depends on: Importance of decision

Uncertainty that surrounds it

Influence of research information on the decision

Illustrative Decision Models


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Case B

Case A

$ 4 million

$ 1 million

$ 4 million

-$ 2.5 million

Success

Success

Failure

Failure

Introduce

Introduce

Introduce

Introduce

Do not

Do not

What is an HMO?


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What is an HMO?A health maintenance organization that involves fixedmonthly payments directly to a group of doctors or a clinic

that is then responsible for all the health needs covered bythe plan.

Advantages Total annual cost of an HMO to the consumer is lower than for

group insurance plans Flat-fee formula discourages doctors from hospitalizing patients

for longer than necessary Emphasis on preventative care produces fewer seriously ill

patients.

Disadvantages Restriction of the choice of physicians and hospitals to those

affiliated with the HMO



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Process

Avoid mistakes: Profile you target customers and clients

Interview target segments to assess how well they match your

preconceived ideas

Hire local researchers

Use a variety of methods to get a well-rounded picture

Qualitative methods

Quantitative methods

Look at the findings and analyze what must be done

differently, abroad or internationally, in comparison with

current domestic marketing activities

F i R h Q i i


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Framing Research Questions in an

International Environment

Possible questions: Do opportunities exist for entry into foreign markets?

Which foreign markets warrant detailed investigation?

What are the major economic, political, legal, and otherenvironmental facts in each potential country?

What mode of entry does the company plan to adopt?

What is the market potential in these countries?

Who are the firms present and potential customers? What is the nature of competition in the foreign market?

What kind of strategy should the firm adopt?


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Marketing Research

Aaker, Kumar, Day



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Chapter Four

Research Design andImplementation

Research Design and


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Research Design and

Implementation

Research Design

The detailed blueprint to guide the

implementation of a research study toward the

realization of its objectives


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Categories of Research

Exploratory Research

Used when seeking insights into the general nature of a

problem, the possible decision alternatives, and the relevant

variables that need to be considered

Categories of Research (Cont )


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Categories of Research (Cont.)

Descriptive Research Provides an accurate snapshot of some aspect of the

market environment, such as:

The proportion of the adult population that supports the

United Fund

Consumer evaluation of the attributes of our productversus competing products.

The socioeconomic and demographic characteristics of

the readership of a magazine

The proportion of all possible outlets that are carrying,displaying, or merchandising our products


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Categories of Research (Cont.)

Causal Research Used when it is necessary to show that one variable causes or

determines the values of other variables, a causal research

approach must be used

Detective Funnel


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Detective Funnel

Uses Combination of All Three ResearchTechniques

Exploratory techniques generate all

possible reasons for a problem

Descriptive and Causalapproaches

narrow the possible causes

Problem

Detective Funnel


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Exploratory

Research

Probable

Causes

Causal

Research

DescriptiveResearch

Possible

causes of the

problem

Detective Funnel

Data Collection Methods


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Data Collection Methods

Relationship between Data Collection Method and

Category of ResearchCategory of Research

Data Collection Method Exploratory Descriptive CausalSecondary Sources

Information System a b

Databanks of other a borganizationsSyndicated Services a b b

Primary Sources

Qualitative Research a bSurveys b a bExperiments b a


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Research Tactics and Implementation

Once the research approach has been chosen:

Develop:

The specifics of measurements

Plan for choosing the sample

Methods of analysis

Analysis of value versus cost and time involved

Issues in International Research


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Design

Determining Information Requirements

Consider level and type of decision for which

research is conducted

Two types of decisions

Strategic

Tactical



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Design (Contd.)

Global Strategic Decision

Mostly made at corporate headquarters

Information required is governed by overallcompany objectives

Implies long term survival of company

Deal with macro environment



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Design (Contd.)

Tactical Decisions

Concerned with micro-level implementation

issues

Information obtained from primary data

Concerned with marketing mix strategy for

country/product markets

Made at functional or subsidiary level



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Design (Contd.)

Unit of Analysis

Researcher must decide at what level the analysis isdone

Global level All countries taken simultaneously

Regional level

Groups of countries considered homogeneous for macro

environmental factors

Country level

Each country taken as separate unit

Construct Measurement and Sample


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Construct, Measurement and Sample

EquivalenceConstruct Equivalence

Deals with how both the researcher and the

subjects see, understand, and code a particular

phenomenon

"Are we studying the same phenomenon in

countries X and Y?"



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Equivalence (Contd.)

Measurement Equivalence

Deals with the methods and procedures used

by the researcher to collect and categorize

essential data and information

Are the phenomenon in countries X and Y

measured the same way?"



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Equivalence (Contd.)

Sampling Equivalence

"Are the samples used in countries X and Y

equivalent?"

Key Pitfalls in Conducting and


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International Research

Selecting a domestic research company to doyour international research

Rigidly standardizing methodologies across

countries

Interviewing in English around the world

Setting inappropriate sampling requirements

K Pitf ll i C d ti d


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International Research (Contd.)

Lack of systematic international

communication procedures Misinterpreting multi-country data across

countries

Not understanding international differencesin conducting qualitative research

Error in Research Design


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Error in Research Design

Two Components of Errors

Sampling error

Non-sampling error

Sampling Error Difference between a measure obtained from a

sample of population and the true measure that canbe obtained only from the entire population

Nonsampling Error

All other errors associated with a research project

Sources of Nonsampling Error


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Design Errors

Flaws in research design

Selection Error

Population Specification Error Sampling Frame Error

Surrogate Information Error

Measurement Error Experimental Error

Data Analysis Error



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(Contd.)

Administering Errors

Occur during the administration of a survey

instrument to the respondents Questioning Error

Recording Error

Interference Error



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(Contd.)

Response Error

Occur when respondent provides inaccurate

answers to survey questions

Non-response Error

Occur if

Some members of sample not contacted Some members provide incomplete or no

response to survey instrument

B d ti th R h P j t


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Budgeting the Research Project

Two approaches to budgeting

Estimate the dollar costs associated with each research

activity

Used for unusual or expensive projects

Determining the activities to be performed in hours

and apply standard cost estimates to these hours

Used for routine projects or when researcher has knowledge

of costs

S h d li th R h P j t


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Scheduling the Research Project

Identifies personnel accountable for each task within a

given time period

Scheduling techniques:

Critical path method (CPM)

Program evaluation & review techniques (PERT)

GANTT charts Graphical evaluation & review techniques (GERT)

Research Proposal


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Research Proposal

Describes a plan for conducting and controlling a

research project

Basis for a written contract between manager and

researcher

Basis for a vehicle for reviewing important

decisions

Used to choose among competing supplies andinfluence decision to fund study

B i C t t f R h P l


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Basic Contents of a Research Proposal

Executive Summary

Purpose and Scope

Objectives Research Approach

Time and Cost Estimates

Appendices


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Marketing Research

Aaker, Kumar, Day



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Chapter Five

Secondary Sources ofMarketing Data

D t S


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Data Sources

Secondary Data

Primary Data

PRIMARY

DATA

SALES/PATRONAGE RESULTS ( OUTCOMES )MARKETING ACTIVITY ( INPUTS )COST INFORMATION


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DATA

SOURCES

SECONDARY

DATA

SOURCES

SOURCES INTERNAL

RECORDS

EXTERNAL

SOURCES

PUBLISHED

DATA

STANDARDIZED

SOURCES OF

MARKETING

DATA

INTERNET

ELECTRONIC

PRINTED

STORE AUDITSWAREHOUSE WITHDRAWAL SERVICESCONSUMER PURCHASE PANELSSINGLE SOURCE DATANIELSENS TELEVISION INDEX

STARCH SCORESARBITRON PANELMULTIMEDIA SERVICES

DISTRIBUTOR REPORTS AND FEEDBACKCUSTOMER FEEDBACK

GOVERNMENTTRADE ASSOCIATIONSPERIODICALSNEWSPAPERSBOOKSANNUAL REPORTSPRIVATE STUDIES

Sources of

Secondary Data

Uses of Secondary Data


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Uses of Secondary Data

Can solve the problem on hand all by its own

Can lead to new ideas and other sources

Helps to define the problem more clearly Can help in designing the primary data

collections process

Helps in defining the population / sample

Can serve as a reference base

Benefits and Limitations of Secondary


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Data

Low cost

Less effort Less time

At times, more accurate

At times, only way to obtain

data

Collected for some other purpose

No control over data collection

May not be accurate

May not be in correct form

May be outdated

May not meet data requirements

Assumptions have to be made

Benefits Limitations

Internal Sources of Secondary Data


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Internal Sources of Secondary Data

Internal Records

Accounting Data

Sales Reports Inventory Management

Customer Database

External Sources of Secondary


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y

Data

Published data sources (e.G., Census,publications of various trade associations)

Trade directories

Computer retrievable databases ("online"

databases)

Computer Retrievable Database


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Based on the Method of

Storage and Retrieval ofInformation

Based on the Type of

Information

Source ReferenceOn-lineDatabases

CD-ROMDatabases

Floppy DiscDatabases

Indirect

through

Networks

Direct from

Producer

Direct from

Vendors

Internet

Computer-Retrievable Methods


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Computer-Retrievable Methods

Scope of information

available

Speed of information accessand retrieval

Commercially available

search procedures provide

considerable flexibility andefficiency

Rely solely on the accuracy of

the abstract author

Depend on the journal andarticle selection policy of the

database producer

Might miss important

information, or retrieve a lot ofirrelevant data if searching by

keyword

LimitationsAdvantages

Sources of Secondary Data for


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International Marketing Research

Economic Data

United Nations World Bank

Business International Publications

Euromonitor World Casts


I i l M k i R h


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International Marketing Research

(Contd.)Industry Data United Nations yearbooks

U.S. Department of commerce The Economist (publication)

World Casts

Background Data Dun and Bradstreet publications (e.G. Exporter's guide)

Price Waterhouse publications

SIC / NAIC Code


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Standard Industrial Classification System /

North American Industrial Classification Uniform numbering systems for classifying firms

Up to 7 digits

Total economy is divided into 11 divisions

Classification SIC # DescriptionMajor group 57 Home furniture and equipment stores

Subgroup 571 Home furniture and furnishings

Detailed industry 5712 Furniture stores

5713 Floor covering stores

Appraising Secondary Sources


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Appraising Secondary Sources

Factors to Be Considered: Who has collected the data (did they have adequate resources)?

Why was the data collected (how the interests of agency match

with ours)? How the data was collected (to determine the quality of data on-

hand)?

What data was collected (geographic and demographic

limitations)?

When the data was collected (how old/obsolete is the data)?

Applications of Secondary Data


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Monitoring the Environment

Demand Estimation



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(Contd.)

Census data Standard Industrial

Classification (SIC)

Trade association data Experts and authorities

Press releases Legislation and laws

Industry news

Business and practitionerliterature, such as

magazines

Demand Estimation Monitoring the Environment

Applications of Secondary Data (Contd )


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Applications of Secondary Data (Contd.)

PRIZM CLUSTER PLUS

ACORN

DMI SIC

TIGER

Competitors annualreports

Press releases

Segmentation and Targeting Developing a BusinessIntelligence System

Problems Associated with Secondary


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Problems Associated with Secondary

Data in International Research

Data Accuracy

Comparability of Data

Applications of Secondary Data in


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International Research

There Are Four Types of Data Analysis Usefulin Demand Estimation in International

Markets

Lead-lag Analysis

Surrogate Indicators

Cross-sectional Data / Barometric Procedures Econometric Forecasting Model

Growth of Standardized Sources


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Factors

Multitude of information users having

common information needs

When cost of satisfying individual user's need

is prohibitive

The increasing use of scanner systems at thecheck out points


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Marketing Research

Aaker, Kumar, Day

Eighth Edition

Instructors Presentation Slides


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Chapter Six

Standardized Sources ofMarketing Data



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G ow o S d d ed Sou ces

Factors

Multitude of information users having common

information needs

When cost of satisfying individual user's need is

prohibitive

The increasing use of scanner systems at the check

out points

Audits and Surveys:


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y

National Market Audit

Bi-monthly audit focused on products

irrespective of the outlet carrying the product

Retail Store Audits


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Every two months a team of auditors from a

research firm visits a sample of stores to count

the inventory on hand and record deliveries to

the store since the last visit

Beginning inventory + deliveriesending inventory = sales

Nielsen Retail Index


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Biggest research company in the world

Their auditing services cover four groups

Grocery products Drugs

Mass merchandisers

Alcoholic beverages

Consumer Purchase Panels


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To Cover the Gap Between Warehouse Withdrawal

Audits and Actual Purchases Following Methods Can

Be Used

Home Audit Approach

Panel member agrees to permit an auditor to checkthe household stocks of certain product categories at

regular intervals

Mail Diary Method

Panel member records the details of each purchase

and returns the diary by mail at regular intervals

Advantages of Consumer Panels


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g

Can Provide Information On:

Aggregate Sales Activity

Brand Shares

Shifts in Buyer Characteristics

Shifts in Retail Outlets

Limitations of Consumer Panels


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Limitations of Consumer Panels

Possibility of Selection Bias

Mortality Effect

Testing Effects

Scanner Services


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Scanner-Based Audit Services Benefits:

High degree of accuracy

Time savingAbility to study very short time periods of

sales activity

RFID


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A new technology that may replace the barcodes. Utilizing a tiny silicon chip to store

information; a small transmitter would then send

this information to a scanner. RFID offers more

benefits than a UPC, such as:

The ability to store more information

The ability to change the information on the tag

The ability to transmit all the information on the

chip to a scanner without clear line of sight

Single-source Systems


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g y

Usually set up in self-contained communitieswith their own newspapers and cable TV and

are roughly representative of the demographics

of the country A test panel of community households is

recruited and monitored

Advantages of Single Source Systems


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Advantages of Single Source Systems

Availability of exclusive pre-test records

Immediate availability of test results

Ability to compare households prior to andafter exposure to the message

Ability to control settings

Expert Systems Based on Single-

source Services


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source Services

Since users of scanner data are flooded with massiveamounts of data, expert systems are used to help theusers understand the data quickly

Examples of Expert Systems Are:

Apollo Space Management Software

Cover Story

Sales Partner

Promotion Stimulator

Spotlight

Media Related Standardized Sources


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Nielsen Television Index (NTI)

A system for estimating national T.V. audiences

Arbitron Diary Panel

Both regional and national radio and TV panels

Starch Scores

Print media

Multi Media Services

Measurement Systems


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Mechanics No wire connections Wired directly to TV andVCR tuners

Research Methods Data retrieved by

reading UTCP codes

Telephone connections

used to return data

Method of Data

Collection

User logs in/out before

and after watching TV

User punches numerical

code into data-entry

device

Reputation as: Media measurement

business serving the

ratio industry

Foremost in TV ratings

SMART PEOPLE METER

Marketing Decision Support Systems


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g pp y

A typical marketing manager receives some or all of followingdata:

Factory shipments or order

Syndicated aggregate (industry) data services

Sales reports from sales personnel

Consumer panel data

Scanner data

Demographic data

Internal cost and budget data

Purpose of MDSS is to combine marketing data from diversesources into single database

Applications of Standardized Sources

f D t


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of Data

Scanner data Starch scores

Diary panels NTI

ArbitronMultimedia services

Measuring Promotion

Effectiveness

Measuring Ad Exposure

and Effectiveness

Applications of Standardized Sources

f D t (C t )


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of Data (Cont.)

Diary panels Scanner dataRetail audits Starch scores

Scanner data Diary panels

Internal records Internal records

SIC

Measuring Product

Sales and Market Share

Estimation and

Evaluation of Models

Applications of Standardized

S f D t (C td )


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Sources of Data (Contd.)

Measuring product sales and market share

Measuring advertisement exposure and

effectiveness

Measuring promotion effectiveness

Estimation And evaluation of models


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Chapter Eight

Information Collection:

Qualitative and Observational

Methods

Information Collection :



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MethodsQualitative Methods

Recommended to capture the basic feel of a

problem prior to conducting more analytical

study

Observational Methods

These methods are limited to providing

information on current behavior

Qualitative Research Methods


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Exploratory

Conducted primarily to explicitly define the problemand formulate hypotheses

Orientation To learn more about target consumer (e.G. Culture,

language)

Clinical

To gain insights into topics that are difficult in astructured research

Qualitative Research Methods


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Four major constraints:

Volume of data

Complexity of analysis

Detail of clarification record

Time-consuming nature of the clerical effortsrequired

Computer technology helps alleviate theseproblems and increase the use of qualitativeresearch

Use of Computers in Qualitative

Research


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Research

Transmitting

Storing

Coding Searching and Retrieving

Building Relationships

Matrix Building

Individual In-depth Interviews


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Nondirective interviews (respondent enjoys

maximum freedom)

Semi-structured or focused individual interviews

Covers a specific list of topics or sub-areas

Individual in-depth interviews (3 techniques):

Laddering

Hidden-issue

Symbolic Analysis

Focus Group Discussions


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Offers participants more stimulation than aninterview; makes new ideas and meaningful

comments more likely

Issues to be addressed:

Outlining the intended direction of the group

Explaining how participants were recruited

Reeducating observers on the concepts of random

selection, statistical reliability, and projectability of

research results

Types of Focus Groups


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Exploratory Focus Groups

Used in the exploratory phase of the market research process

Used for generating the hypotheses

Clinical Focus Groups

Based on the premise that an individual's true feelings and

motivations are subconscious in nature

Experiencing Focus Groups

Allows the researcher to experience the emotional framework

in which the product is being used

Key Factors for Focus Group Success


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Planning the Agenda

Recruitment

Moderation Analysis and Interpretation of the Results

Ten Tips for Running a Successful Focus Group

Y d h l i f f


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1. You can never do too much planning for a focus group.

2. Manage the recruitment process actively to be sure to get the right people in the

groups.3. Dont prejudge the participants based on physical appearance.

4. The best focus group moderators bring objectivity and expertise in the process to a

project.

5. Achieving research objectives does not guarantee a successful group project.

6. The moderator and the client should coordinate their efforts at all stages of theprocess for the research to achieve its objectives.

7. Most client organizations conduct more focus groups than are necessary to achieve

the research objective

8. One of the most important services a moderator can provide is a fast report

turnaround.

9. Client observers should be thoroughly briefed about the research objectives before

the sessions start.

10. The most valuable service a moderator can provide is objective conclusions based

on the interpretations of the research, without regard for what the client wants to

hear.

Trends in Focus Groups


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Telephone Focus Groups

Video Conference

Two-way focus groups

Projective Techniques


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Respondent is asked to comment upon rather

unstructured or ambiguous object, activity

The Various Categories of Projective

Techniques Are

Word Association

Completion Test

Picture Interpretation

Third Person Techniques

Role Playing

Limitations of Qualitative Methods


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Potential susceptibility of the results to getmisused or misinterpreted

Results not necessarily representative of the

whole population

Moderator or interviewer's role is extremely

critical can lead to ambiguous or at times

misleading results

Observational Methods


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Casual Observation

Systematic Observation

Direct Observation

Contrived Observation Content Analysis

Physical Trace Measures

Humanistic Inquiry Behavior Recording Devices

Limitations of Observational Methods


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Cannot be used to observe motives, attitudes orintentions

More costly and time consuming

Recent Applications of Qualitative


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and Observational Methods

Get inside minds of shoppers by providing tape

recorders and having them record their thoughts

while shopping

Virtual Customers system for evaluating service

quality

On-site observation


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Chapter Nine

Information from Respondents:

Issues in Data Collection

Information From Surveys


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Used to Capture a Wide Variety of Information:

Attitude

Decisions

Focus on process and not the results

Measuring the relationship between actions &

needs, desires, preferences, motives and goals

Sources of Survey Error


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The Results Will Be Meaningful If:

Population has been defined correctly

Sample is representative of the population

Respondents selected are able and willing to cooperate

Questions are understood by the respondents

Respondents have the knowledge, opinions, attitudes, orfacts required

Interviewer correctly understands and records theresponse

Ambiguity Interviewer

Sources of Survey Error


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POPULATION RESPONDENT INTERVIEWERSample Question

Answer

Sampling error

Nonresponse

due to refusals

or not-at-home

g y

of question error

Ambiguity

of answer

Inaccuracy in

response

Inability to

formulate aresponse

Unwillingnessto respond

Non-response Errors Due to Refusals


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Refusals Could Occur Due to:

Nature of questions and place

Subject of no interest to the respondent

Fear

Invasion of privacy

Hostility towards sponsor

Personal bias

Characteristics of the data collection procedure (e.G.,Presidential polls)

Non-response Errors Due to Refusals(Cont.)


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( )

Phenotypic Source Characteristics of the data collection procedure

Question asked

How question is asked

Length of interview

Genotypic Source

Indigenous characteristics of the respondents

Age Sex

Occupation

Inaccuracy in Response


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Inability to respond Telescoping

Averaging

Omission

Cannot formulate an adequate answer

Some of these problems can be solved by:

Aided-recall techniques

Unwillingness to Respond Accurately


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This Could Arise Due to the FollowingReasons:

Concern about invasion of privacy

Time pressure and fatigue

Prestige seeking and social desirability response bias

Courtesy bias

Uninformed response bias

Response style

Interviewer Error


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This Depends On: Respondents Impression of the Interviewer

Questioning, Probing, and Recording

Fraud and Deceit

Improving Interviewer Quality

Methods of Data Collection


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Personal Interview

Telephone Interview

Mail Survey

Fax Survey

E-mail Survey

Web-based Survey

Factors Affecting the Choice of a

Survey Method


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y

Sampling

Type of Population

Question Form

Question Content

Response Rate

Costs

Available Facilities

Length of Data Collection

Ethical Issues in Data Collection


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Misrepresentation of Data Collection Process StemsFrom:

Representation of a marketing activity other thanresearch as research

Abuse of respondents rights during the data collectionprocess, under the rationale of providing better qualityresearch. E.G.,

Use of survey for selling purposes Use of survey to obtain names and addresses ofprospects for direct marketing


(Contd.)


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(Contd.)

The Rights of the Respondents Can Be Violated By:

Disguising the purpose of a particular measurement

Deceiving the prospective respondent as to the true

duration of the interview

Misrepresenting the compensation in order to gain

cooperation


(Contd.)


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( )

The Rights of the Respondents Can Be Violated By:

Not mentioning to the respondent that a follow up interview will

be made

Using projective tests and unobtrusive measures to circumvent theneed for a respondents consent

Using hidden tape recorders

Not debriefing the respondent

Conducting simulated product tests in which identical product is

tried by respondent except for variations in color


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Chapter Ten

Information from Respondents:

Survey Methods

Collecting Data

G id li


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Guidelines:

Reviewing data

Getting started

Setting the feedback objective

Customer presentation

Sharing responsibility

Handling issues you cannot fix

Working the issue resolution with youraccount

Basic Survey Methods


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Personal Interview

Telephone Interview

Mail Survey

Personal Interviews


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There Are Four Entities Involved: Researcher

Interviewer

Interviewee

The Interview Environment

Personal Interviews (Contd.)


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Methods: Door to Door Interviewing

Executive Interviewing

Mall Intercept Surveys

Self Administered Interviews

Purchase Intercept Technique (PIT)

Omnibus Surveys


Ad t


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Advantages:

Can arouse and keep interest

Can build rapport

Ask complex questions with the help of visual and other aids

Clarify misunderstandings

High degree of flexibility

Probe for more complete answers

Accurate for neutral questions

Do not need an explicit or current list of households or

individuals



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Disadvantages:

Bias of Interviewer

Response Bias

Embarrassing/personal questions

Time Requirements

Cost Per Completed Interview Is High

Telephone Interviewing

The Important Aspects of Telephone Interviewing:


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p p f p g

Selecting telephone numbers Pre-specified list

A directory

Random dialing procedure

Random digit dialing

Systematic random digit dialing (SRDD)

Call outcomes

The introduction When to call

Call reports

Telephone Interviewing (Contd.)


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Advantages:

Central location, under supervision, at own hours

More interviews can be conducted in a given time

Travelling time is saved

More hours of the day are productive

Repeated call backs at lower cost

Absence of administrative costs

Lower cost per completed interview Intrusiveness of the phone and ease of call backs

Less sample bias

Telephone Interviewing (Contd.)


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Limitations:

Inability to employ visual aids or complex tasks

Can't be longer than 5-10 min. or they get boring

Amount of data that can be collected is relativelyless

A capable interviewer essential

Sample bias

As all people do not have phones, or are not listed

Mail Surveys

Requires a broad identification of the individuals to be


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sampled before data collection begins

Some Decisions That Need to Be Taken Are:

Type of Return Envelope

Postage

Method of Addressing

Cover Letter

The Questionnaire Length, Layout, Color, Format Etc

Method of Notification

Incentive to Be Given

Mail Surveys (Contd.)


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Advantages:

Lower cost

Better results, including a shorter response time

Reliable answers as no inhibiting intermediary

Survey answered at respondents discretion


Di d


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Disadvantages:

The identity of the respondent is inadequately

controlled

No control over whom the respondent consultsbefore answering the questions

The speed of the response can't be monitored

No control on the order in which the questionsare exposed or answered


Di d (C d )


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Disadvantages (Contd.):

The respondent may not clearly understand thequestion and no opportunity to clarify

No long questionnaires

Subject to availability of a mailing list

Response rate is generally poor

Number of problems such as obsolescence,omissions, duplications, etc

Factors Affecting the Response Rate


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Perceived amount of work required, and thelength of the questionnaire

Intrinsic interest in the topic

Characteristics of the sample

Credibility of the sponsoring organization

Level of induced motivation

Factors Affecting the Response Rate

(Cont.)


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Coping with non-response: Include monetary incentive

Send a follow-up letter

Include return envelope

Alternatives:

Mail Panels

Fax Surveys

Combination of Survey Methods


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The Telephone Pre-notification Approach The Lockbox Approach

The Drop-off Approach

Comprehensive Advantages of

Various Methods


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Survey Method: Personal Interviewing

The best way to implement some sample

designs Most effective way of enlisting cooperation.

Advantages of interview questions-probing for

adequate answers, accurately followingcomplex instructions or sequences arerealized.

Comprehensive Advantages of Various

Methods (Cont.)


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Multi-method data collection are feasible

Rapport and confidence building are

possible.

Probably longer interviews can be done in

person.

Comprehensive Disadvantages of

Various Methods


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Survey Method: Personal Interviewing

It is likely to be more costly than alternatives.

A trained staff of interviewers that isgeographically near the sample is needed.

The total data collection period is likely to belonger than for most procedures.

Some samples may be more accessible by someother mode.


Various Methods


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Survey Method: Telephone Interviewing

Lower costs than personal interviews.

Random Digit-Dialing (RDD) sampling ofgeneral population.

Better access to certain populations

Shorter data collection periods.

Comprehensive Advantages of Various

Methods (Cont.)


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The advantages of interviewer administration (Incontrast to mail surveys).

Interviewer staffing and management easier than

personal interviews-smaller staff needed, notnecessary to be near sample, supervision andquality control potentially better.

Likely better response rate from a list sample

than from mail


Various Methods


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Survey Method: Telephone Interviewing

Sampling limitations, especially as a result of omitting

those without telephone

Nonresponse associated with RDD sampling is higherthan with interviews

Questionnaires or measurement constraints

Possibly less appropriate for personal or sensitivequestions if no prior contact

Comprehensive Advantages ofVarious Methods


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Survey Method: Self-Administration

Ease of presenting questions requiring visual

aids. Asking questions with long or complex

response categories is facilitated.

Asking batteries of similar questions ispossible.


Various Methods


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Especially careful questionnaire design isneeded.

Open questions usually are not useful. Good reading and writing skills are needed by

respondents. The interviewer is not present to exercise quality

control with respect to answering all questions,

meeting questions objectives, or the quality ofanswers provided.


Various Methods


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Survey Method: Mail Procedures

Relatively low cost Can be accomplished with minimal staff and

facilities. Provides access to widely dispersed samples. Respondents have time to give thoughtful

answers, look up records, or consult others.


Various Methods


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Various Methods

Ineffective as a way of enlisting cooperation. Various disadvantages of not having

interviewer involved in data collection.

Need for good mailing addresses for sample.


Various Methods


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Survey Method: Drop-off questionnaire

The interviewer can explain the study, answer

questions, and designate a respondent. Response rates tend to be like those of personal

interview studies.

There is more opportunity to give thoughtfulanswers and consult records.


Various Methods


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Various Methods

Costs about as much as personal interviews. A field staff is required.


Various Methods


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Survey Method: Fax Surveys

Relatively low cost

Can be accomplished with minimal staff and facilities Provides access to widely dispersed samples.

Respondents have time to give thoughtful answers.

Telephone charges are decreasing.


Various Methods (Cont.)


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( )

Local faxes are free.

Administrative costs are fixed.

It is fast. Technology is improving.

List management is easy.

Can send and receive by computer. More reliable than mail in some countries.


Various Methods


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Survey Method: Fax Surveys

Higher fixed costs for computer/fax equipment,

multiple phone lines. Costs increase with minutes.

Cost varies by time on line, time of day, distance, andtelephone carrier.

Currently limited to organizational populations. Loss of anonymity.

Trends in Survey Methods


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Computer Interactive Interviewing Fax Surveys

Electronic Mail Surveys

Surveys in the International Context


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Personal

Dominant mode of data collection outside the US

Telephone

Low levels of telephone ownership in some countries

Poor communication network in some countries

Mail

Absence of mailing lists

Poor mail services in some countries


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Chapter Eleven

Attitude Measurement

Attitude Measurement


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Majority of questions in marketing research aredesigned to measure attitudes

Attitudes include

Information possessed

Feelings of like and/or dislike

Intentions to behave

Management wants to understand and influence

behavior

Reasons for Measuring Attitudes


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Attitudes lead to behavior

More feasible to ask questions on attitudes than to

observe and interpret behavior

Large capacity for diagnosis and explanation

Learn which features of a new product concept are

acceptable or unacceptable

Measure the perceived strengths and weaknesses of

competitive alternatives

What Are Attitudes?


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Mental states used by individuals to structurethe way they perceive their environment and

guide the way they respond to it

Components of Attitude

Cognitive or Knowledge Component


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Cognitive or Knowledge Component

Represents apersons information about an object

Awareness of existence on the object

Beliefs about the characteristics or attributesof the object

Judgments about the relative importance of

each of the attributes

Components of Attitude (Cont.)

Affective or Liking Component


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Affective or Liking Component

Summarizes a persons overall feelings toward anobject, situation, or person

On a scale oflike-dislike orfavorable-unfavorable

When there are several alternatives, liking is

expressed in terms of preference

Measured by asking which alternative is mostpreferred or first choice, which is the secondchoice, and so on

Components of Attitude (Cont.)

Intention or Action Component


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Intention or Action Component

Refers to a persons expectations of future behaviortoward an object

Intentions are usually limited to a distinct time

period that depends on buying habits and planninghorizons

Advantage

Incorporates information about a respondentsability or willingness to pay for the object, or othertaken action

Measurement and Scaling

Measurement


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Standardized process of assigning numbers or other

symbols to certain characteristics of objects of interests

according to pre-specified rules

Characteristics for Standardization

One-to-one correspondence between the symbol and the

characteristic in the object that is being measured

Rules for assignment should be invariant over time and

the objects being measured

Measurement and Scaling (Contd.)


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Scaling Process of creating a continuum on which

objects are located according to the amount of

the measured characteristic that the objectpossesses

Measurement Scales

Nominal Scale


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Nominal Scale

Objects are assigned to mutually exclusive, labeled

categories

No necessary relationships among categories No ordering or spacing are implied

Only possible arithmetic operation is a count of each

category

Measurement Scales (Contd.)

Ordinal Scale


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Ordinal Scale

Rank objects or arrange them in order by some common

variable

Does each object have more or less of a variable than

some other object?

Does not provide information on how much difference

between objects

Arithmetic operations are limited to statistics such as

median or mode



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Interval Scale

Numbers are assigned to objects that represent

categories, rank orders, as well as how much the object

is preferred on the attribute being measured Differences can be compared

Entire range of statistical operations can be employed



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Ratio Scale Type of interval scale with meaningful zero point

Possible to say how many times greater or smaller one

object is than another Magnitude scaling of attitudes has been calibrated

through numeric estimation

Attitude Rating Scales


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Present a respondent with a continuum ofnumbered categories that represent the range

of possible attitude adjustments

Single item or multiple item scales


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Single Item Scales

Only have one item to measure a construct


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Only have one item to measure a construct

Itemized-category scale most widely used bymarketing researchers

Other single item scales Comparative

Rank-order

Q-sort

Pictorial

Constant sum

Single Item Scales (Contd.)


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Itemized-category Scales Scales in which the respondent selects from a

limited number of categories

Comparative Scale

A judgment comparing one object, concept, orperson against one another



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Rank-order Scales Scale in which the respondent compares one item

with another or a group of items against each

other and ranks them

Q-sort Scaling

Respondents sort comparative characteristics into

normally distributed groups

Ten or more groups increases accuracy of results


Constant-sum scale


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Respondents allocate a fixed number of rating pointsamong serial objects to reflect relative preference

Pictorial scales

Various categories of the scale are depicted pictorially Thermometer Scale

Funny faces scale

Format must be comprehensible to respond and allowaccurate response


Paired-Comparison Scales


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The brands to be rated are presented two at a time, so eachbrand in the category was compared once to every other brand

Brands are rated on a given 10 pts. that are then divided

between the two brands

Advantages

Performs well on the criteria

Limitations

Cumbersome to administer Frame of reference is always the other brand being tested; these

brands may change over time

Designing Single Item Scales


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Number of Scale Categories Types of Poles Used in the Scale

Strength of the Anchors

Labeling of the Categories

Balance of a Scale

Multiple-item Scales


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Developed to measure a sample of beliefstoward the attitude objects and combine the set

of answers into an average score

Multiple-item Scales (Contd.)


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Likert Scale Requires respondent to indicate degree of

agreement or disagreement with a variety ofstatements related to the attitude object

Summated Scale

Scores on individual items are summed to give totalscore for respondents

Likert Scale Is Uni-dimensional


Thurstone Scales


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Also known as the method of equal-appearing intervals;objective is to obtain a unidimensional scale with

interval properties

Step 1: Generate a large number of statements or adjectives reflecting

all degrees of favorableness toward the attitude of objects

Step 2:

A group of judges is given this set of items and asked toclassify them according to their degree of favorableness or

unfavorableness


Thurstone Scales (Cont.)


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Advantages

Easy to administer

Requires minimum instructions

Limitations Time consuming

Expensive to construct

Not as much diagnostic value as a Likert scale Values depend on the attitudes of the original judges



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Semantic-differential Scale Respondents rate each attribute object on a

number of five or seven-point rating scales

bounded by polar adjectives or phrases With bipolar scale, the midpoint is a neutral

point

Characteristics of SemanticDifferential

Scales in Semantic Marketing Applications:


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Scales in Semantic Marketing Applications:

Pairs of objects or phrases must be meaningful in market

being studied and often correspond to product/service

attributes

Avoid "halo" effect by placing negative pole on either side

Category increments are treated as interval scales so group

mean values can be computed for each object on each scale

May also be analyzed as a summated rating scale

Characteristics of Semantic

Differential (Contd.)


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Profile Analysis

Application of semantic differential scale

Plot mean ratings of each object on each scalefor visual comparison

Overall comparison of brands hard to grasp withmany brands and attributes

Not all attributes are independent


Stapel Scales


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p

Uses one pole rather than two opposite poles

Respondents select a numerical response

category High positive score reflects good fit between

adjective and object

Easy to administer and construct No need to assure bipolarity


Associative Scaling


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g

Most effective for markets where respondent isknowledgeable only about a small subset of alarge number of choices

Appropriate to choice situations that involve asequential decision process

Best suited to market tracking where theemphasis is on understanding shifts in relativecompetitive positions


Continuous Rating Scales


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Continuous Rating Scales

Respondents rate objects by placing a mark at

appropriate position on a line running from one

extreme of the criterion variable to the other Values can be interpreted as interval or ratio

scaled data

It is easy to construct

Scoring is cumbersome and unreliable

General Guidelines For Developing A

Multiple-Item Scale


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Determine clearly what you are going to

measure

Generate as many items as possible

Ask experts in the field to evaluate the

initial pool of items

Determine the type of attitudinal scale

to be used

Include some items that will help in the

validation of the scale


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Evaluate and refine the items

Administer the items to an initial

sample

Finally, optimize the scale length

Choosing An Attitudinal Scale

Problems in choosing


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There are many different techniques, each with its ownstrengths and weaknesses

Virtually any technique can be adapted to the

measurement of any one of the attitude components

Researchers choice shaped by: The specific information required

Adabtability of the scale to the data collection method

and budget constraints

Compatibility of the scale with the structure of the

respondents attitude

Accuracy of Attitude Measurements

Validity


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An attitude measure has validity if it measures what it is

supposed to measure

Face Validity

The extent to which the content of a measurement scaleappears to tap all relevant facets of the construct

Criterion Validity

Based on empirical evidence that the attitude measurecorrelates with other criterion variables

Accuracy of Attitude Measurements(Cont.)

Concurrent va

lidity


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Two variables are measured at the same time

Predictive validity

The attitude measure can predict some future event

Convergent validity

A form of construct validity that represents theassociation between the measured construct and

measures of other constructs with which theconstruct is related on theoretical grounds

Discriminant validity

Accuracy of AttitudeMeasurements (Cont.)


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A form of construct validity that represents the extent

to which the measured construct is not associated

with which the construct is related on theoretical

groundsConstruct Validity

A scale evaluation criterion that relates to the

underlying question "what is the nature of theunderlying variable or construct measured by the

scale?"

Accuracy of Attitude Measurements(Contd.)


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Reliability The consistency with which the measure produces the

same results with the same or comparable population

Sensitivity

Extent to which ratings provided by a scale are able

to discriminate between the respondents who differ

with respect to the construct being measured

Accuracy of AttitudeMeasurements (Contd.)


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Generalizability Refers to the ease of scale administration and

interpretation in different research settings and

situations

Relevancy

Relevance = reliability * validity

Scales in Cross-national Research


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Responses Can Be Affected by:

Low literacy and educational levels

Culture in a country

Semantic differential scale is closest to pan

cultural scale

Adapting response formats, particularly theircalibration, for specific countries and cultures


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Chapter Twelve

Designing the Questionnaire

Designing the Questionnaire


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Questionnaire buildingis an art!

A questionnaireis always custom-built!

The process of questionnaire design

PLANNING WHAT TO MEASURE

Revisit the research objectives

Decide on the research issue of your questionnaire


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Get additional information on the research issue from secondarydata sources and exploratory research

Decide on what is to be asked under the research issue

FORMATTING THE QUESTIONNAIRE

In each issue, determine the content of each question.

Decide on the format of each question

QUESTION WORDING

Determine how the question is worded

Evaluate each research question on the basis of comprehensibility,

knowledge and ability, willingness/inclination of a typical respondent to

answer the question

FORMATTING THE QUESTIONNAIRE

In ea

simc market research final

Documents