4.12 Understand data-collection methods to evaluate their appropriateness for the research problem/issue.

Data Collection 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 (e.g., surveys, tracking, experiments). Quantitative means we can count the results Quantitative inquiries use numerical and statistical processes to answer specific questions.

Data Collection Describe forms of qualitative data collection (e.g., personal interviews, focus groups, observational research). Looking for opinions, judgment, feelings Explain limitations associated with qualitative research. Qualitative is based on feelings and interpretations While numbers can be assigned, they tend to be estimates

Data Collection 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

Data Collection Describe ways to use the Internet to collect data. Online surveys (send the customer a link) Simulations (where the customer plays 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

Data Collection 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

Data Collection 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