1. © 2010 Innovation and Business Industry Skills Council Ltd. BSBMKG506B Plan market research Session 3 Define data gathering approaches

2. 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.

3. Design research Data and sources: primary data secondary data internal sources external sources. Exploratory researchDescriptive researchCausal research 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.

4. 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.

5. 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.

6. Data gathering methods case study investigation focus groups literature searches surveys questionnaires in-depth interviews observation. © 2010 Innovation and Business Industry Skills Council Ltd.

7. Data sources external: government sources publications industry data market research organisations. internal: sales reports customer database financial records competitor information gathered by staff past marketing data and/or reports. © 2010 Innovation and Business Industry Skills Council Ltd.

8. Quantify required data sample census designing samples. 1. Define the population. 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. © 2010 Innovation and Business Industry Skills Council Ltd.

9. Designing samples (continued) 3. Decide on sampling method. 4. Determine sample size. simple random sampling systematics or sequential sampling stratified sampling cluster sampling. convenience sampling judgment sampling quota sampling network, or snowball, sampling. Probability samplingNon-probability sampling © 2010 Innovation and Business Industry Skills Council Ltd.

10. 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.

11. Make decisions © 2010 Innovation and Business Industry Skills Council Ltd.

12. 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.