RESEARCH METHODOLOG-primary data and its collection Pristary Data + Facts figues and Information that are newly collected forthe projec forthe frst + Data never gathered before + Data coleted specifically forthe particular esearch project than + Collected ater secondary dati cllsted + Two ways a collect new primary data ~ observing peopl 8 asking them questions ‘Gathering Primary Data: ‘Quantitative and Qualitative Research RY € Eo aaron ae ee ee ec een es cs Saeeeae ceria een ence oa ee ee (uch as yes/no) or to select a reget ym a set of choices. + Qualitative research ~ If quests are asked, they are almos always open-ended of indepth, and unstructured responses that reflect the person's houghts and fel the subject are sought = Qualitative research seeks to interpret what the people in the sample ae like ~ Qualitative research is helpful in revealing the impactof sociocultural factors ‘on behavior patterns and in developing research hypotheses. Advantages of Prnuary Data 1 Answers aspeifc esearch question + Datnarecuent, Up-to-date asthe researcher oles the data Source of ati known Secrecy can be maintained as /HIET/AM‘+ Definitely applicable and usable if done right + Accurate and relieble find data one needs to suit hsther purpose Disadvantages of Primary Data ‘= Expensive, and time consuming than collecting secondary data ‘+ Not immediately available takes time to define problem, sampling frame, method and analysis. Quilty declines if interviews . axe lengthy * Reluctance to participate in lengthy interviews oes ily & é PRIMARY RESEARCH METHODS 2S A ocala iaureme ties * Choice of method depends onthe ts g ‘Types of Primary Research and Data Collection + Survey Research (il online) phone, personal interview, in house self adminictred, Observational Research (auman and mechanical) ‘+ Experimental Research (e.g, tess) * Focus groups (groups of 8 to 12 people with moderator trying to reach a consensis of opinions) Data Coletion Methods (© Experiments - controlled variables and respondent grows. (© Nom-personal survey reser/nea 2(© Telephone surveys © Mail surveys © Inert surveys © Fx © computer, © Panel “© Perso interviews - one-on-one survey with respondents © ‘Mall intercepts (One type ofinterview that is conducted for the purpose of marketing research that typically wil tke place by topping and asking quesions of shoppers in a mall.) © Official records intemal document survey research © Projectve techniques © Observations - ctualy view respondent © ocus groups - bing topsite respon’ with common chactristics 7010 poplin pact in op detsonledby anode s ata Collection Methods - characteristics, + Experimental method —eontrolled experiment, for example; least used method, “+ Mail surveys—cost effective means that allows respondents anonymity. surveys—diffcult to get good sample, + Online surveys and other Internet-based methods allow researchers to speed the survey process, increase sample size, ignore geographic limitations + Telephone interviews inexpensive wey of getting a small quantity of relatively impersonal information. ‘+ Personal interviews allow researchers to obtain detailed information and ask folow-ap, questions and dramatically reduce costs. + Focus group - Simultaneous personal interview of a small group of individuals, which relies ‘on group discussion about acertain topic. Daevs/HieT/aN 3“ wu/tan/sro pase3siujwipe “Hes ‘esnoy, wndop renprput sanbiuysa! gy spoyyai| yseasay Asewlid‘Traditional data collection methods ‘+ Malling paper questionnaires to respondents, wo fil them out and mail them beck ‘¢ Having interviewers call to respondents on the telephone and ask them the question in ‘telephone interview © Sending the interviewers to the respondent's home or office to administer the ‘questions in face-to-face (FTF) interviews Drivs/me yam‘ pasarsiujwpe sas —— op =, Qa ‘vs < 2 umoyuoqut jeuossod porsisse sounduson | 477) _ aoe} 0} a0e4 ‘asuoasas 92100 ‘aus exep. aumayyaru! auoYda|a ‘annoesaqul ‘auoqysnoL, 2 sayndwor MAI ge 30L LLWD qe auoydajaL 2M gms |UD gees HE AG SIC gems EU wo jones JayeseYD que8yjqui/jeando, = inno U01}9a]]09 ep Jo spoyzaW SaAIEUIIYYPersonal Interviews (iaeluding focus groups) + Advanages 1. High response rate 2 Great feriily (a ity to adapexplain questions) 3. Can show or demonstrate items 4. Fuller explanations can be given 5. Very timely data 6. Body language can emphysize responses Peron Intertewa as + Diadvantages af < 1 Reaively expensive x 2 ray tire akin eS eeteeeene ee opm eaeT eens re pees Lopes amr ee ere ry ener eT evs/iet/am5. Anonymity ‘6. Respondents can choose the most convenient time to answer Mall Surveys + Disadvantages Low response rates (relative to other survey types) 2, Junk mal syndrome 3. Impersonal nature, “eee Sone . “ & 1 Ms sity soto ms gi 2, ii cre sm gy esa ~~ os Advantages Disadvantages 1 Interviews tend tobe alot shorter 2. More obtrusive than mail 3. Greater difficulties in rapport building - Researchers cannot study behaviour or body language 4, Long-distance calls are expensive Davs/ner/anaIn-House, Sel Administered Surveys Advantages 1 Completed on-sight by customers within the premises ofa leisure and travel organisation 2. Convenient Disadvantages 1. Generate ow response rates Online Surveys Advantages 1, Relative sped and flexibility 2. Large and growing autionce 3. Relatively inexpensive 4. Uses graphics and visual aids Disadvantages s 1. ‘Technieal skills and time required to develop and analyse questionnaires 2. May deter vistors from your website Survey Research ‘The most popular technique for gathering primary data in which a researcher interacts wih people o obain fats, opinions, and attitudes. Data Collection Instruments {© The collection of research information involves construction ofa data collesion instrument called survey questionnaire. onnvs/tet/aNa‘COMPARISON OF SURVEY TECHNIQUES Constructing the Questionnaire ‘Types of Survey Research Ouestions Select the correct types ef questions: © Scaled response —gather range of “values strongly disagree, somewhat disagree, ‘neutral, somewht gree, strongly agree {© Close ~ended /Mutichotomous (multiple choice) —selet one of more han one © Close ~ ended fichotomous~ofer wo either responses (vee yesno; ofgainst Categorical (© Open-ended -harder to score but get “richer” information Drvs/HeT/aM4 10rg/siysro¥a USISaq aTeUOTSANDImportant characteristics of good questionnaires Cather demographic deta age, gender, ete, when necessary ‘Avoid ambiguity Ensure eae of button Develop for completeness —gtall he data Pilot tes he instrument Five Errors in Quescion Design Double bareled wording onde wording ‘Ambiguous wording s Inappropriate voeebulary Missing altematves ‘ORKVS/HET/RM 2‘TYPICAL PROBLEMS IN WORDING QUESTIONS Observation Research ‘Observation method —researchers view the overt actions of subjects being studied, + Interpretive research Observational esearch method developed by social anthropologists in which peopl are observed in their natural setting and their behavior is interpreted based on an understanding of social and cultural cheacteristics; also known as ethnography, or “going native. + research method that does not involve personal interaction between interviewer and subject. ‘DRWS/MIET/AM 8‘Observation Research [A people meter is an audience measurement tol used to measure the viewing hs and cable audiences. “The People Meter isa ‘box, about the sizeof a paperback book. The box is hooked up to each television set and is accompanied by a remote contol unit. Each family member in @ sample household is assigned a personal ‘viewing bution’. It identifies each household member's age and sex. Ifthe TV is tured on and the viewer doesn't identify themselves, the meter flashes to ‘remind them. Additional butons on the People Meter enable guests to participate inthe sample by recording their age, sex and viewing status into the system ‘Observational Research Advantages 1. Eliminates bias from the interviewing process coras/HIET/aM v2. Does not rly on the responden' willingness to provide daa Disadvantages 1. Data collection costs are high 2. Subjective, unolicted inf is ited 3._ No insight onthe problem that you didn't think to consider Problems of Gathering Primary Data 15 Abilify to communicate opinions ~ Iti difficult fora person to formulate needs, attitudes, and opinions about goods whose use may not be understood, that are not in common use within the comma + Willingness to respond & ~ Catal iterences we sh = Therol ofthe male, th git of personal gender-based ingus, and ter ender ngySan lle Wiliagnes to epoa. + Sampling infield surveys ~The greatest problem in sanping stems from the lack of adequate demographic data and available lists from which to draw meaningful samples. “+ ‘The kinds of problems encountered in drawing a random sample include the following: [No officially recognized census of population = No oer listings that can serve as sampling fames ~ Incomplete and out-ofdate telephone directories = No accurate mips of population centers + Language and comprehension Drvs/mier/aM 5The most niversal survey research problem in foreign countries is the language baie = Literacy poses yet another problem “To Sum wp... OBSERVATIONAL DATA (Obiained by watching how people actually behave Observational deta are boh useful and flexible ‘Can be costly to obtain and unreliable when different observers report different conslusions About the same event. Can reveal what people d> it cannot easily determine wit they do it € yo se cm ena te a a + Mechanical observathonal data Ces rc nd ep res er Dre See See eee ‘TV ratings nk the top national TV programs, Netfatings nk the top websites fr selected counties in Asia, Europe, andthe Amerk-s Videotaping i another observational approach + Ethnographic research anthropologists look for subtle emotional rections as consumers encounter product in thei “natural use environmen,” such asin their home, ea, or hotel 2.QUESTIONNAIRE DATA Facts and figues obtained by asking people about their attitudes, awareness intentions, end. behaviors ‘ms HeT/ RUA 16Essential thatthe researcher concentrate on questions directly related to the marketing problem at hand. (Questionnaire data can be used for hypothesis generation hypothesis evaluation: tes eas discovered in the hypobess generation stage Individual interviews involve a single researcher asking questions of oe respondent Focus groups informal sesions of 6 to 10 customers, lscusion leader aks opinions. € © “Pazzy frontend” g < methods stempt to idemify elusive @iRomer tastes and tends before ypcal consumers ave recognized thm thems R © “Coot hunters” sv ‘Unusual techniques fo spot consumer trend early include having teenagers complete drawing and hiring people with tastes far ahead of te curve. & Mall, fax, and Internet or e-mail surveys. costes per respondent convenient for respondents to complete tow response rates ‘Can be biased by higher response rates frm especially positive or negative users Have high evaluation costs owing to large sample sizes nrus/iryaMa v7Telephone surveys are flexible Thereasngly difficlt tn complete hecause respondents may harg upon the interviewer, & Mall intercept interviews Personal interviews of consumers while on visits o shopping centers Increased dramatically owing to the high cost of reaching respondents in ther horres. ‘Those intervisws provide the flexibility to show visual cues such as ads or actual peri ‘A dvips tt pope cfr nerve may ate eres he Samer Impacts the cuality of results. es White Weig qustonnaires Avot 3 ws o Matmdnggesion CX 10 Ambiguous questions." © Unanswerable questions © Two gestions in one ‘© Nonexhausive questions. © Nonmutualy exclusive questions TYPES OF QUESTIONS. (1) Open-ended questions Respondents express opinions, ideas, or behaviors in their own words ‘This captures the “Voice” of respondents. ‘mvs /HIET/RM 8(2) Closed-end or fixed alternative questions ‘Select one or more response options from a set of predetermined choices, ‘The simplest form ofa fixed alternative question {she dlchoromous question, which allows only a "yes" or *no” response. (@)A fixed alternative question with three or more choices uses a scale. ‘Semantic differetial scale, opposite ends have one- of two-word adjectives that have. ‘opposite meanings, Respondents check atone of the intervening points how important er unimportant the meaning i to them (@)Likert scale, a respondent indicates the extent regi he or she agrees or disagrees orem x RS Ss ‘TODAY'S TECHNIQUES... Electoni technology has revolutionized traditional concepts of interviews and surveys. *Respandents can walk up to a kiosk in @ shopping mall, read questions offscreen, and key in their answers on a touchscreen ‘In fully automate telephone interviews, an automated voice asks questions, and respondents key replies ona tuch-fone telephone. ‘PANELS AND EXPERIMENTS *Apanel -Sumple of consumers or stores from which researchers take a series of measurements DVS/HIET/AM s+ Am experiment -Obtain data by manipulating factors under tightly controlled conditions to test cause and effect. Experiments can be influenced by outside factors (suchas actions of competitors) that ‘an distort the results ofthe experiment and affect variables (such as sales). voanvs/e ana 20