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SEM1 2.06 A – Marketing Information Management. PE - Understand data-collection methods PI – Explain sources of primary SEM information. Review – Primary & Secondary MIM. Primary Data : Data obtained for the first time. Used by the researcher Used for a specific study or issue - PowerPoint PPT Presentation
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SEM1 2.06 A – Marketing Information
Management
PE - Understand data-collection methods
PI – Explain sources of primary SEM information
Review – Primary & Secondary MIM
Primary Data: Data obtained for the first time. Used by the researcher Used for a specific study or issue
Secondary Data: Data that has already been collected. Collected by someone else Used by many different researchers
Companies should check secondary data first Use Primary data for more specific research
Primary Data Collection Types
Survey MethodsObservation MethodsExperimental Methods
Primary Data: Surveys
•Info gathered through questionnaires and interviews.
•Info gathered from those who used or experienced a product.
•Provides direct feedback.
•Samples: survey only a portion of the entire group•Difficult to survey everyone involved
Types of Surveys Personal interview – questioning people face-
to-face. Adv: People are likely to respond. Disadv: Costly
Focus groups: small group of people who are brought together to evaluate a product. directed by a skilled moderator
http://www.youtube.com/watch?v=pcj7QT0Abk8
http://www.youtube.com/watch?v=uv-GSv9aZgo
http://www.youtube.com/watch?v=YFMCTbl1ZoQ
Types of Surveys
Telephone Survey: Adv: relatively inexpensive. Disadv: people are unwilling to participate http://www.youtube.com/watch?v=QRh1CMC3OVw
Mail Survey: Adv: Respondents are generally honest Disadv: return rate for mail surveys is less
than 10%.
Internet Survey: Adv: Many Varieties, inexpensive, privacy Disadv: Many people ignore
Primary Data:Observation
The actions of people are watched and recorded either by cameras or observers.
Adv: Monitor Consumer or Group ReactionsDisadv: Are people being honest?
Mystery shopper – a researcher who poses as a customer
http://www.youtube.com/watch?v=EfdW6mgBEG0
Focus groups are often observed from a window
Primary Data:Experimental
Observe the results of: changing one or more marketing variables keeping other variables constant
Often used to test new package designs, media usage, and new promotions. http://www.youtube.com/watch?v=4NK_jGglELI
Adv: Honest and natural reactionsDisadv: difficult to interpret data
The Survey
Why? Use data to make marketing decisions. Survey must provide the necessary
information to assist in the decision-making process.
Survey must have: Reliability – identical results in repeated
trials. Validity- when the questions measure what
was intended to be measured
Surveys:Types of questions
Open-ended: Respondents give an opinion and an
explanation
Ex: “How can we serve you better?”
Forced-choice questions ask respondents to choose answers from possibilities given. Simple to write. Easy to tabulate.
Ex: “Which color do you like more: Red, Blue, or Green?”
Forced-choice Yes/No Questions: Only gives two options
Multiple-choice Questions: Several choices include many possible responses Usually includes an “other” option.
Rating Scale Questions: very satisfied to very dissatisfied excellent to poor
Level of Agreement Questions: Assess attitudes or opinions.
Ex: strongly agree (SA), agree (A), neutral (N), disagree (D), and strongly disagree (SD).
Guidelines for writing questions:
Written clearly Brief as possible No leading questions (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
Formatting Surveys Visual appearance/Design 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 Directions for completion must be clear Use a variety of question types) Group demographic questions at the end.
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