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SEM1 2.06 A – Marketing Information Management  PE - Understand data-collection methods to evaluate their appropriateness for the research problem/issue.

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Presentation on theme: "SEM1 2.06 A – Marketing Information Management  PE - Understand data-collection methods to evaluate their appropriateness for the research problem/issue."— Presentation transcript:

1 SEM A – Marketing Information Management  PE - Understand data-collection methods to evaluate their appropriateness for the research problem/issue  PI – Explain sources of primary SEM information

2 Review – Primary & Secondary MIM  Primary Data: Data obtained for the first time and used specifically for the particular problem or issue under study  Secondary Data: Data that has already been collected for some purpose other than the current study  It is most effective for companies to decide what secondary data it will use before collecting primary data. But if you do not get good results, try primary  So how do you collect primary data? See the following

3 Survey method for Primary Data Survey A research technique in which information is gathered from people through the use of surveys or questionnaires. Surveyors usually use a sample of the entire target population to get results  Pros:  Data can be quantified  Accurate sample size  Able to ask many questions  Cons  Low participation rate  Feedback is limited

4 Types of Surveys  Personal interview – involves questioning people face-to- face. Often conducted in central locations. Advantage: People are likely to respond. Disadvantage: Costly  Focus group interview- involves eight to twelve people who are brought together to evaluate a product, design, or strategy under the direction of a skilled moderator   Telephone interview – quick, efficient, and relatively inexpensive. Disadvantage: some people are unwilling to participate  Mail survey – relatively inexpensive way to reach a large audience. Respondents are generally honest and find this type of survey less intrusive. Disadvantage: return rate for mail surveys is less than 5% - 10%.  Internet survey – includes wide-open polls, anybody- can-answer polls, invitation-only surveys, password protected research sites, and Internet – based panels.

5 Observation method for Primary Data Observation method – a research technique in which the actions of people are watched and recorded either by cameras or observers.  Mystery shopper – a researcher who poses as a customer   Point-of-sale research – a research technique that combines natural observation with personal interviews to get people to explain buying behavior  Focus groups Pros: Gauge consumer reaction Monitor group reaction Cons: Susceptible to leader’s biases Small sample size & expensive

6 Experimental method for Primary Data  Experimental method  A research technique in which a researcher observes the results of changing one or more marketing variables while keeping certain other variables constant under controlled conditions.  Often used to test new package designs, media usage, and new promotions.  Pros - Can be performed in actual settings Participants not aware of monitoring so natural reactions Cons - Sample is small and hard to control Interpretation of data may be difficult

7 The marketing survey  Why?  Businesses need valid and reliable data to make good decisions.  But, marketing researchers need to know how to construct survey instruments that provide the necessary information to assist in the decision- making process.  But they must have:  Reliability – exists when a research technique produces nearly identical results in repeated trials.  Validity- exists when the questions asked measure what was intended to be measured

8 The marketing survey  Types of questions used in surveys  Open-ended questions ask respondents to construct their own response to a question. Example: “How can we serve you better?”  Forced-choice questions ask respondents to choose answers from possibilities given. These are the simplest questions to write and the easiest to tabulate.  Types of forced-choice questions are as follows:

9 The marketing survey Forced-choice questions  Yes/No Questions: Only gives two options, should only be used when asking for a response on one issue.  Multiple-choice Questions: Gives the respondent several choices, important that the options are made comprehensive enough to include every possible response. Usually includes an “other” option.  Rating Scale Questions: Variety of questions used such as very satisfied to very dissatisfied, or excellent to poor.  Level of Agreement Questions: Used to assess attitudes or opinions. Commonly used options: strongly agree (SA), agree (A), neutral (N), disagree (D), and strongly disagree (SD).

10 The marketing survey  Basic guidelines for writing questions:  Should be written clearly  Should be as brief as possible  Do not ask leading questions which suggest a correct answer  Avoid bias  Avoid questions that might cause a respondent to guess at the meaning of your question.  Pretest – allows for correction of any misleading questions, directions, or problems

11 The marketing survey  Formatting Surveys  Need excellent visual appearance and design to appeal to respondents.  Use dark ink on light paper (Contrast)  Use type that is easy to read  Shade sections for contrast  Use arrows to lead the reader  Use section headers or numbers on individual survey sections  Number the questions  Directions for completion must be clear  Use a variety of question types (All answers should not be yes)  Group demographic questions about gender, age, ethnic background, and education, etc. at the end of the questionnaire.


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