PB Research

8/3/2019 PB Research

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The Research Process

Prepared for:

in association with HK IPD, IP Australia
http://www.apecsec.org.sg/apec/tools/home.htmlhttp://www.apecsec.org.sg/apec/tools/home.html


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INTRODUCTION: THE RESEARCH PROCESS

In this section, the main steps in the research

process are reviewed, with particular emphasis

on those points where the IP agency may need

to make important decisions:

Defining the issue/objectives

Reviewing primary versus secondary

research options

Deciding on the mix of qualitative and

quantitative research

Making a sampling plan (separate review)

Selecting the data collection method

Presenting the final report

Objectives

Secondary ResearchPrimary Research

Qualitative Research Quantitative Research

Sampling

Data Collection Methods

Data Processing

Reporting

Information requirements

The Research Process

Decision points
http://www.apecsec.org.sg/apec/tools/home.html


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1) OBJECTIVES & INFORMATION

Defining the problem

What is the main issue (problem/opportunity)?

E.g. lack fo respect for IPR

Why is the information needed?

E.g. to devise an appropriate / targeted public education camapign

How it it be used?E.g. a PR campaign

What are the industry dynamics affecting the issue?

E.g. a PR campaign

>> Exploratory research is performed at this point to amass essential background information.

Consider using: desk research, stakeholder interviews, informal focus groups

Finally, clearly state the research objectives so that the findings and recommendations can be

measured against these objectives.


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2) PRIMARY VS SECONDARY RESEARCH

The information required to meet the research objectives may be sourced through primary or secondary

research (also known as desk research).

Secondary research is the sourcing of information that other people have previously generated through

primary research.

Typical sources for secondary research include: government statistics; trade and industry bodies; market

research reports; the national and international press; the internet; directories, APEC, etc.

Advantages Disadvantages

- Cheaper than primary research - Sources must be verified thoroughly

- Often faster than primary research - May be out of date

- Can often be done in-house - Rarely specific to research objectives


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Primary research involves gathering original data that did not exist before, as well as useful attitudinal

data.

Advantages Disadvantages

- Up to date - Can be difficult and/or time consuming to collect

- Specific to the research objectives - Expensive to collect

- Exclusive and confidential results - Misleading results with too small a sample or poorly

prepared questionnaire

Pilot is not representative


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3) QUALITATIVE VS. QUANTITATIVE RESEARCH

Primary research has two main branches, qualitative research and quantitative research, each with its own

characteristics.

Qualitative research Quantitative research

Probing questions Limited probing

Small sample size Large sample size

Rich information Statistical information

Skilled interviewer Less skilled (or no) interviewer

Subjective, interpretive analysis Statistical analysis

Hard to replicate Easy to replicate

Good for exploratory research Good for descriptive research

Can diagnose cause and effect Good for trackingUnearth inspirational ideas Unlikely to elicit original ideas


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4) DATA COLLECTION METHODS: QUANTITATIVE RESEARCH

There are three main approaches to conducting fieldwork for a quantitative survey:

1. Face-to-face interviews - most informative method of qualitative data collection because the human

interaction of face-to-face interviews provides the opportunity to probe for insights and build on responses

for greater value.

Door-to-door: People are contacted at home and in person (abandoned in Developed due to high cost of

transport, staff)

Street / shopping mall intercepts: Popular in Developed Economies (some Malls consider a nuisance).

2. Phone interviewsoffer many important advantages (e.g. CATI, inexpensive, facilitates sampling).

Disadvantages:

(1) nothing can be shown;

(2) less reliable in determining economic status;

(3) peoples patience for phone interviews is limited;(4) an in-depth survey or one with many probing questions is not well suited to the phone approach.

India: only 10% have phone


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3. Self-administered questionnaire surveys (includes mail)

Advantages:

Inexpensive

Disadvantages:

the poor response rate

poor quality of response

potential for bias (surveys only those who like to be surveyed).

Online surveys: The use of the Internet has made a huge difference to the way surveys are conducted

and has become a science unto itself.

>> quick to implement. Lower cost, higher response (in Developed)

BUT security concerns (online info), represents surfers only .. But rent a panel


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5) DATA COLLECTION METHODS: QUALITATIVE RESEARCH

There are many exotic types of qualitative research. However, the following are most likely to be useful in

the context of an IP agencys research requirements:

1. Depth interviews:These are unstructured interviews usually conducted face-to-face and are used when

an individuals real views are sought or when the subject matter may be sensitive.

>> permits probing, flexible good for B2B

2. Focus groups:Focus groups work on the principle that open discussion stimulates participants andleads to a brainstorming of ideas and viewpoints.

>> interactive, deeper insights

3. Mystery shopping:This technique is applicable mainly to B2B and internal research, the latter might

include checking the service quality of your own IP agency by having someone pose as a small business

person.

See following pages for exhibits.


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Moderators introduction

Moderator explains:

The main purpose is to obtain personal opinion on concerns, perceptions(explain issue and what it involves)

Feel free to speak up, no right or wrong answer

Strict policy on confidentiality

No use of recording devices (in this case)

5 min

Background information and warm-upLets have a round of introductions.

Your name, profession/status

On average, how often do you play? For how many hours a day?

5 min

Ownership and type of consoles

Type of consoles owned

-Sony: PS, PS2, PSP (Playstation Portable)-Microsoft: Xbox

-Nintendo: Gamecube, Gameboy, Gameboy Advance, N64

-Sega: Dreamcast

-Nokia: N-gage-Palm/Pocket PC Games

Length of time that consoles have been owned / how many?-How long have you owned your present console?-How many consoles have you owned to date? (Were all modified?)

Price of consoles-How much did you pay for your present console? (modified? unmodified?) -How much have you spent on console/games to date?

Purchase decision-making process-Did you buy your console on your own? Or with fr iends, parents?

-Where did you buy your console? we do not want to know the names of individual

outlets-Where do you usually buy your games? (locally, Malaysia, Thailand, etc.?)

-Have you purchased any hardware specifically to enhance your gaming experienceover the last 12 months?

Did you know exactly what you wanted of your console before your visit to the shop to

purchase it? If yes, what basic requirements were you looking for?

15min

7. CloseThank respondents for their time and give incentives.

ExhibitFOCUS GROUP DISCUSSION GUIDE

Respondent ProfilesGroup 1:Group of 8 participantsaged 18-24 years, male owners ofmodified game consoles (mainlystudents, recent graduates)

Group 2:Group of 8 participantsaged 25-35 years, male owners ofmodified game consoles, including atleast two parents of young children(young working adults, parents)

Respondents screened to check:if they own modified game consoles

if they are favourable focus groupparticipants


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Exhibit

COPY TEST DEPTH INTERVIEW

Gauging reactions to the press ads

.. after introductions, etc. Next, I have something to show you.Show ad. Ask the following set of questions. Note spontaneous reactions and non-verbal cues.

Overall appeal What do you think? How do you feel when you see this? Why?Targeting and interest Who is the ad aimed at? What makes you says this? Would you want to find out more after seeing this ad?

If no, why not (because doesnt apply?) Do you think the ad is placed in a good section of the paper?

Why? Why not?Implications From reading the ad, which people are liable to prosecution? Which people are not liable to prosecution? (As required) which of the follow groups are liable or not liable to prosecution:

- Home users

-Office employees

- Office managers


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Exhibit

INTERVIEW GUIDE FOR IP MYSTERY SHOPPING

Hello, I would like to buy a PS2/Xbox set. How much is it?In most cases, especially with the smaller retailers, packages are sold rather than just the console itself. If

modification is offered as an option, find out more details of any package deal offered.

Key components to check would include:

Which version/ country is the console from? (American, UK, Japan) AND if it is modified, does thepackage/console include modification charge?

How many controllers? (if asked how many are wanted, say 2)

Number of free games included?Memory card included?Modification chip Make, Functions?

Check on the price difference between a modified and unmodified console/package.Note whether the offer of modification is matter-of-fact or somewhat furtive.If modification is not offered as a standard option, ask

Do you sell modified sets?If yes, check how much extra this costs, relative to above package.

If the retailer says that it does not sell modified consoles, ask

Do you know of any other shops that sell modified sets?


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6) DATA PROCESSING

Step 1: Validation and editing (quality control)

10% callback to confirm: (a) the person was interviewed; (b) the person qualified for the interview; and

(c) correctly answered a sampling of questions.

Editing: checking for interviewer / respondent mistakes (paraphrasing, incorrect skips, contradictions, etc).

Step 2: Coding

For open-ended questions: necessary to code the responses after the questionnaire has been completed.

This involves reviewing the complete list of responses and categorizing them into mutually exclusive

groups. (Inevitably involves a degree of subjectivity.)

Step 3: Data entry

The conversion of data into a form that can be used by a computer. There is available software that can

help check for errors throughout process.

Step 4: Tabulation and statistical analysis

Now data are stored on computer filesusually SPSS or SASnext step is to tabulate the data.

The most basic tabulation is the one-way (meaning one dimension) frequency table. This shows the

number and percentage of respondents who gave each possible answer to a question. The base can be

either the number of persons asked the question or the number that answered the question.


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ChecklistPractical tips for cross tabulation Make hypothesesYou probably have some thoughts about what the data may reveal in cross tabulation. Review the obviousSome relationships may be obvious (e.g. age and student status). Finding theseconnections early on can validate the results and boost confidence. Keep an open mindLook at the data from new angles, find new relationships and develop new hypotheses. Trust the dataIf results contradict expectations, maybe the data is telling you something you didnt know.

Watch the n countSmall totals should be a concern. If you have few respondents for a given category, look for

stronger evidence before drawing conclusions. For example, a study shows that 38% ofpeople under 15 years illegally download movies, but this figure may comprise nine people.

Many research studies go no further than cross tabulation in terms of analysis.The concept is simple: to review answers to one question against the answers to another.For instance there may be an hypothesis that poorer people are more likely to buy fake branded products.Cross tabulation can review the frequency (% of respondents) that buy fake brands against the variousincome categories.


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7) REPORTING

The final research report is the end of the research process.

Essential components include:

1. Title page

2. Table of contents

3. Executive summary

4. Introduction and Methodology

- Research limitations5. Main Report

- Section by Section

6. Appendices

- Questionnaires, Interview Guides, etc.

- Tabulation Tables

Documents

PB Research