1. Data Collection Methods
AMA Collegiate
Marketing Research Certificate Program

2. Module Objectives To introduce the concept of research design
To expand on the types of quantitative research and the different decisions that must be made regarding each type
To examine how marketers use quantitative research

3. Research Design

4. Research Design
A framework or blueprint for conducting the marketing research project that specifies the procedures necessary to obtain the information needed to structure and/or solve the marketing research problem

5. Research Design
Think of it as the research plan’s DNA or core elements of the problem-solving process
Your own DNA explains who you are, the research DNA explains how we get where need to go

6. Components of a Research Design
Define the information needed
Design the phases of the research: qualitative/quantitative
Specify the measurement and scaling procedures
Construct and pretest a questionnaire (interviewing form) or an appropriate form for data collection
Specify the sampling process and sample
Develop a plan of data analysis

7. Figure 6.3 A Classification of Marketing Research Data
Quantitative Research Revisited
Figure 6.3 A Classification of Marketing Research Data
Quantitative research is usually used when companies have a clear idea of what they need to find out
Quantitative Research
Descriptive
Causal

8. Causal Research

9. Casual Research Determine cause-and-effect relationships
Experimental research
Laboratory or field experiments
Manipulate independent variables (price) to examine impact on dependent variable (sales)

10. Market Testing
Involves the use of a controlled experiment done in a limited but carefully selected section of the marketplace
Used to predict sales and also examine effectiveness of elements of the marketing mix
Standard or controlled or simulated test market

11. Experiments AB testing Virtual testing/stores Website testing/tracking
AB Tests
Virtual Stores
Manipulating Web Sites

12. Experiments Lab testing Google Analytics
Scanner data tests-can change elements of the marketing mix and check sales
Simulated Store-Lab Test
Google Analytics

13. Descriptive Research

14. Figure 6.3 A Classification of Marketing Research Data
Descriptive Research
Research design in which major emphasis is usually with describing a population with respect to important variables
Figure 6.3 A Classification of Marketing Research Data
Descriptive
Survey
Data
Observational
& Other Data

15. Descriptive Research Have prior knowledge about the problem situation
Planned and structured design
Answer

16. Descriptive Research Goals May Include
Describe the characteristics of certain groups
Determine the proportion of people who behave in a certain way
Make specific predictions
Determine the relationships between variables

17. Using Surveys (Questionnaires)
Surveys are widely used in marketing research
Can ask about attitudes, satisfaction, awareness, lifestyle, intentions, motivation, behavior, and demographic information

18. Key Decisions to Make When Using Surveys
Survey composition
Contact method
Sampling plan

19. Some Basic Rules of Survey Composition
Only include questions that you need
It is best to have mostly structured questions (choices are provided)
Questions should funnel from broad in nature to more specific
Usually demographic questions go at the end of the survey

20. Some More Rules Keep questions simple Avoid double-barreled questions
Indicate your agreement with the following statement: “Crest has great taste and cavity protection”
Make sure response categories are not overlapping and collectively exhaustive Check the category that represents your age: – – over 50

21. Most Important Rule of Survey Design
Always Pretest Your Survey

22. Contact Method
No matter the method used, marketers must worry about maximizing the response rate

23. Sampling Plan Sample is a subgroup of population of interest
Sampling frame is the group from which the sample will be drawn
Determine sampling procedure
Probability samples
Non-probability samples
Determine sample size

24. Observation Research Limited to what can be observed
Often more accurate because does not depend upon the respondent’s willingness or ability to provide the information

25. Observation Research Decisions
Structured vs. unstructured
Undisguised vs. disguised
Natural vs. contrived settings
Human vs. mechanical

26. Enthnography Combines observation with interviews
Allows insights based on real behavior

27. Problem Scenario
A mall manager wants to know where customers come from

28. Problem Scenario A car repair shop wants
to determine where to spend its radio advertising dollars

29. Problem Scenario
A marketer of potato chips wants to understand the characteristics of heavy users of potato chips

30. How You Get There
Is Half The Fun