Transcript Presentation 3

Define data gathering approaches
BSBMKG506B Plan market research
Session 3
© 2010 Innovation and Business Industry Skills Council Ltd.
Purpose of this presentation
At the end of this session, you should know how to:
 design research
 identify types of data
 determine combinations of data types
 identify and evaluate data gathering methods
 identify data sources
 quantify required data
 identify and evaluate data processing methods
 make decisions about data gathering approaches.
© 2010 Innovation and Business Industry Skills Council Ltd.
Design research
Exploratory research
Descriptive research
Causal research
Data and sources:
•primary data
•secondary data
•internal sources
•external sources.
Data and sources:
•primary data
•secondary data
•internal sources
•external sources.
Data and sources:
•primary data
•secondary data
•internal sources
•external sources.
Data collection methods:
•qualitative techniques
•focus groups
•in-depth interviews
•panels
•projective techniques.
Data collection methods:
•quantitative techniques
•surveys
•observations
•case studies.
Data collection methods:
•quantitative techniques
•experiments.
Main use:
To gain background
information, generate ideas,
seek opinions, clarify
problems, explore alternatives
and establish priorities.
Main use:
To answer questions relating
to ‘who’, ‘what’, ‘where’, ‘when’,
‘why’ and ‘how’.
Main use:
To determine the ‘cause and
effect’ relationship between
two or more variables.
© 2010 Innovation and Business Industry Skills Council Ltd.
Types of data
 primary
 secondary
 formal or informal research
 government statistics
 trade, business and industry associations
 quantitative research
 qualitative research.
© 2010 Innovation and Business Industry Skills Council Ltd.
Combinations of data types
 Will your market research be accurate and reliable
if you only use one type of data?
 Do you need more than one type of data?
© 2010 Innovation and Business Industry Skills Council Ltd.
Data gathering methods
 case study investigation
 focus groups
 literature searches
 surveys
 questionnaires
 in-depth interviews
 observation.
© 2010 Innovation and Business Industry Skills Council Ltd.
Data sources
 internal:
 external:
 sales reports
 government sources
 customer database
 publications
 financial records
 industry data
 competitor information
 market research
gathered by staff
 past marketing data
and/or reports.
© 2010 Innovation and Business Industry Skills Council Ltd.
organisations.
Quantify required data
 sample
1. Define the population.
 census
 designing samples.
© 2010 Innovation and Business Industry Skills Council Ltd.
2. Construct the sampling frame
e.g. White pages.
• all florists in the eastern
suburbs
• a local business directory
• a street map of all residences
within a 5 km radius
• a membership register.
Designing samples (continued)
3. Decide on sampling method.
Probability sampling
Non-probability sampling
•simple random sampling
•systematics or sequential sampling
•stratified sampling
•cluster sampling.
•convenience sampling
•judgment sampling
•quota sampling
•network, or snowball, sampling.
4. Determine sample size.
© 2010 Innovation and Business Industry Skills Council Ltd.
Data processing methods
 considerations:




type of analysis required
amount of data
budget
time.
 processing options:




expert services (statistician, market research firm)
specialist software
spreadsheet or database
hand/manual processing.
© 2010 Innovation and Business Industry Skills Council Ltd.
Make decisions
Question
In relation to data gathering approaches, are your choices:
1. achievable with available resources?
2. achievable with available budget?
3. achievable within allocated time frame?
4. consistent with organisational policies and procedures?
5. those that will best satisfy the research objectives?
© 2010 Innovation and Business Industry Skills Council Ltd.
Yes
No
Review – are you able to:
 design research
 identify types of data
 determine combinations of data types
 identify and evaluate data gathering methods
 identify data sources
 quantify required data
 identify and evaluate data processing methods
 make decisions about data gathering approaches.
© 2010 Innovation and Business Industry Skills Council Ltd.