Transcript 4.06 Understand data-collection methods to evaluate their

4.12 & 4.13
UNDERSTAND DATACOLLECTION METHODS TO
EVALUATE THEIR
APPROPRIATENESS FOR THE
RESEARCH PROBLEM/ISSUE.
4.00 Understand promotion and intermediate
uses of marketing-information
1.DATA
2.OBSERVATION
3.RATING SCALES
Explain reasons for having a variety
of data-collection methods.

Some people are more likely to respond to specific
formats

Some formats allow more in-depth questioning
Describe forms of quantitative data collection

Quantitative means we can count the results

Quantitative inquiries use numerical and statistical
processes to answer specific questions.

EX: surveys, tracking, experiments.
 Describe
forms of qualitative data
collection

Looking for opinions, judgment, feelings

EX: personal interviews, focus groups, observational
research).
 Explain
limitations associated with
qualitative research.

Qualitative is based on feelings and interpretations

While numbers can be assigned, they tend to be
estimates
 Explain
advantages/disadvantages with
using observational techniques to collect
marketing data.

Advantages (A): Limits introduction of bias, customer isn’t
being interfered with by the observer

Disadvantages (D): The observer doesn’t know why the
customer has made the choice, no option for clarification
 Describe
advantages/disadvantages
associated with using mail techniques to
collect marketing data.

A: Cheap, cover lots of customers, can be thorough

D: Poor return rate, customer can’t ask for clarification

Discuss advantages/disadvantages
associated with using telephone
data-collection methods.

A: Cheap, can ask for clarification to
an answer

D: People often won’t participate, can’t
read body language
 Describe
ways to use the Internet to
collect data.

Online surveys (send the customer a link)

Simulations (where the customer play s a game or
works through a simulation)
 Explain
advantages/disadvantages
associated with using the Internet as
a data-collection method.

A: Engaging surveys (color, motion, video), online
surveys eliminate interviewer bias or error

D: Impersonal, can’t ready body language
Describe advantages/disadvantages of
using discussion groups to collect
data.

A: Multiple opinions can be collected at
once, simultaneously test individual
thoughts and group opinions

D: The group can influence the opinions
and answers of individuals
 Discuss
advantages/disadvantages
associated with using interviews to collect
data.

A: Can clarify questions, read body language

D: Might influence the responder, time pressure
 Explain
advantages/disadvantages
associated with using scanners to collect
data.

A: Quick tabulation of responses, limited chance for
transcription errors

D: Answers are limited to pre-selected options, miss-marked
responses
Explain why data-collection
instruments must be carefully
designed and administered.

Must be designed to find the required information

Must engage the responder so s/he takes the time
to read and thoughtfully answer

Must be clear as to what is being asked, easy to
understand

Easy to answer so there aren’t any transcription
errors
Challenges in developing effective
data-collection instruments

cultural differences between
researcher and source,

resources required for the study,

intangible nature of some types of
information,

difficulty accessing some sources of
information.
Explain elements of surveys


A statement to respondents about how
information will be used and why it is valuable;
Clear instructions, including for any skip
patterns;

Appealing format;

Logical sequence of questions;

Consideration of how answers to previous items
might affect later items).
Describe qualities of a good survey
item

Clear questions,

Single focus for each question,

Neutral questions,

Balanced questions,


Appropriate language for the intended
respondent,
Appropriately broad or narrow in scope.
 Explain
how to ensure the quality of
observations.



Set the parameters for what is included and excluded
Clear view without interfering
Training and practice
 Discuss
considerations for collecting
data online.

Security, supplemental information, collating and
analyzing the data
 Describe
considerations in using a preexisting data collection instrument.
Does it address the information needed for your specific
problem/issue?
 Does it work with your customers?

 Explain
the use of scaling in marketing
research.

How items are rated, ranked or scored
 Distinguish
between rating & ranking scales.
Rating sets a scale for an individual item
 Ranking compares different items

 Distinguish
between nominal data & ordinal
scales.
Nominal – mutually exclusive answers with no implied
ranking
 Ordinal – involve ranking of answers, relative position (not
magnitude)

 Discuss
when ordinal scales are used.
Used to measure relative attitudes, opinions,
perceptions and preferences
 “Which is more important to you?” Implied ordered
sequence (e.g. the first item is greater than the
second)

 Describe
characteristics of interval
rating scales.
Shows order and distance (how far apart are the two
or more objects?)
 Do not allow comparisons of absolute magnitude
 Cannot say that an assigned 6 is twice an assigned 3
when using an interval scale

Distinguish
between interval and
ratio scales.

Ratio scales possess order, distance and a
unique origin (can be absolute - zero point or
natural starting point)

Can say that an assigned 6 is twice an
assigned 3 when working on a ratio scale
Distinguish
between continuous
and itemized rating scales.

Continuous: Respondent makes a mark at the
appropriate position on a line, no comparison
standard it given

Itemized: scale has a number or brief description
associated with each category. Categories are ordered
and respondent is required to select the category that
best describes the object being ranked
Discuss types of itemized rating scales


Likert
 numerical values associated with each possible
answer
Semantic Differential Scale
 uses bipolar adjectival phrases to describe a
person’s beliefs. The respondent marks a category
along the rating continuum (usually 1 to 7)
CONT.


Stapel Scale
 differs from semantic by using just one term
and then sets a scale for rating the
appropriateness of that term (usually -5 to +5
with no zero)
Multi-Dimensional
 used when difficult to measure attitude based
on only one attribute. Used when it is
impossible to capture the complete picture
with one overall question.
Multi-Dimensional CONT.



The major attributes of a given class of products perceived
by the consumers in considering the product and by which
they compare the different ranks.
To study which brand competes most directly with each
other.
To find out whether the consumers would like a new brand
with a combination of characteristics not found in the
market.

What would be the consumers ideal combination of product
attributes.

What sales and advertising messages are compatible with
consumers brand perceptions.
Explain advantages/disadvantages
of the types of itemized rating
scales.

A: Itemized rating scales give the responders a
choice of ranking. Allows the responder room
to explain who much s/he feels positively or
negatively.

D: Responders aren’t likely to be consistent in
their ratings. A lot of room for interpretation
on the part of the responder and the surveyor.
Explain types of ranking scales



Paired Comparison – respondents are asked to
choose between two objects at a time (small
number of objects) Too many will result in
respondent fatigue.
Forced Choice – respondents rank objects relative
to one another. Don’t offer too many choices.
Comparative Scale – provides a benchmark or
point of reference to assess attitudes toward the
object under study