Unit-5

Conducting Marketing Research, Part 2

BY
DR. HSU MYAT SHWE SIN
The Marketing Research Process

အခက်အခွဲ/ြစစော ထိရ ောက်ရသောရ ေးကွကသ် ရ

ု ေသနဖြစ် န်
သှိတအောပ်လြ် ် ဆင(် ၆)ဆငရ
လုပ်ရဆောင် မညအ ် ိပသသည်

သတတသန အစီအစဉ်
တ ုံးဆွေ ွဲ

သတပ်ုံးအချက်အလက်
စတဆောပ်ုံး

သတပ်ုံးအချက်အလက်
တတွေစီစစ်

တတွေွေ့ ရှိ ချက်တတွေကတပ်

ှိ ဖြ

ဆုံးဖြတ်ချက်ချ
To design a research plan, we need to make decisions about

The Data Sources

Research
Approaches

Research
Instruments

Sampling
Plan

Contact
methods
Developing the research plan
 Data Sources
 Secondary Data
◼ Secondarydata are data that were collected for another
purpose and already exist somewhere.
 Primary Data
◼ Primarydata are data freshly gathered for a specific
purpose or for a specific research project.
Developing the research plan

 Research Approaches
 Observational

 Focus group

 Survey

 Behavioral Data

 Experimental
Research Instruments

 Questionnaires
 Qualitative Measures
 Technological Devices
Questionnaire Dos and Don’ts

 1. Bias မပသပသရစနင ်
 2. ရိုေးရင်ေးရသောရမေးခွနေး် သောရမေးပသ
 3. ေိကျရသောရမေးခွနေး် ဖြစ်ပသရစ (ဥပမော အချိန)်
 4. ဗန်ေးစကောေးရေွမသုေးပသနင်
 5. စကောေးအသုေးအနေးရင်ေးလင်ေးပသရစ
 6. ဒွဟ
ိ ဖြစ်ရစရသော အနက်မဖပေ်သောေးရသောစကောေးလုေးမျောေးမသုေး (e.g. usually, frequently)
 7. အဖငင်ေးဝသကျနငရ
် မေးခွနေး် မရမေးပသနင ် Do you never လိုရမေးမအစောေး Do you ever လိုရမေးပသ
 8. မန်ေးဆပပေးရဖြ မရမေးခွနေး် မျိ ေးမရမေးပသနင ်
 9. ရမေးခွနေး် ရေွမထပ်ပသရစန
 10. ရဖြကကောေးသူ ကိုယ်ရ ေးအချက်အလက်ရေွ မလိုအပ်ဘမရမေးမိပသရစနင ်
Types of Questions: Closed-End Questions

 Dichotomous: A question with two possible answers.

 Multiple choice: A question with three or more answers.
 Likert scale: A statement with which the respondent shows the amount of
agreement/disagreement
 Semantic differential: A scale connecting two bipolar words. The respondent selects
the point that represents his or her opinion.
 Importance scale: A scale that rates the importance of some attribute.
 Rating scale: A scale that rates some attribute from “poor” to “excellent”
 Intention-to-buy scale: A scale that describes the respondent’s intention to buy
Types of Questions: Open-End Questions

 Completely unstructured: A question that respondents can answer in an almost unlimited number of
ways.
 Word association: Words are presented, one at a time, and respondents mention the first word that
comes to mind.
 Sentence completion: An incomplete sentence is presented and respondents complete the sentence.
 Story completion: An incomplete story is presented, and respondents are asked to complete it.
 Picture: A picture of two characters is presented, with one making a statement. Respondents are asked
to identify with the other and fill in the empty balloon.
 Thematic Apperception Test (TAT): A picture is presented and respondents are asked to make up a
story about what they think is happening or may happen in the picture.
Question types – Dichotomous

Do you Like Coffee?

 Yes
No
Question types – Multiple Choice

What special offers would attract you to try a new brand of coffee?
Please tick all that apply.
❑ Special gift
❑ Buy one get one
❑ Discount
❑ Lucky Draw
Question types – Likert Scale
Question types – Semantic Differential
Question types – importance scale

The taste and smell of coffee is _____ to me.

 Extremely important
 Very important
 Somewhat important
 Not very important
 Not at all important
Question types – rating scale

The delivery service is _____.

 Excellent
 Very good
 Good
 Fair
 Poor
Question types – intention to buy scale

How likely are you to purchase new international

coffee brand?
 Definitely buy
 Probably buy
 Not sure
 Probably not buy
 Definitely not buy
Question types – completely unstructured

What is your opinion of brand new coffee that you

want to taste?
Question types – word association

What is the first word that comes to your mind when

you hear the following?
Coffee ________________________
Tea _____________________
Café ________________________
Question types – sentence completion

When I choose coffee, the most important

consideration in my decision is:
__________________________________________
__________________________________________
__________________________________________
__________________________________________
__________________________________________
______________________________.
Question types –story completion

‘I flew Virgin a few days ago. I noticed that the exterior

and interior of the plane had very bright colors. This
aroused in me the following thoughts and feelings’.
Now complete the story.
____________________________________________
____________________________________________
____________________________________________
____________________________________________
____________________________________________
______________
Question types – picture (empty balloons)
Question types – Thematic Apperception Test (TAT)

 Thematic apperception test (TAT) is a projective psychological

test developed during the 1930s by Henry A. Murray and
Christiana D. Morgan at Harvard University.
 A picture is presented and respondents are asked to make up a
story about what they think is happening or may happen in the
picture.
• Questioner
• Questionnaires
• Respondents/Potential or Target Customers
What is Qualitative?
Qualitative research is defined as a market research method that focuses on obtaining data
through open-ended and conversational communication.
What is Quantitative?
 Quantitative research is a research strategy that focuses on
quantifying the collection and analysis of data.
Quantitative & Qualitative Research
Technological Devices

 Technology has now advanced to such a degree that marketers can use devices such
as skin sensors, brain wave scanners, and full body scanners to get consumer
responses.
 Some researchers study eye movements and brain activity of Web surfers to see
which ads grab their attention.

Using sophisticated equipment

and methods, neuroscience
researchers are studying how
brain activity is affected by
consumer marketing.
Sampling Plan

 Sampling Unit: Whom should we survey?

 Sample Size: How many people should we survey?
 Sampling procedure: How should we choose the respondents?
Contact Methods
 Mail Contacts
 Telephone Contacts
 Personal Contacts
 Online Contacts
Advantages of Online Research
 Online research is inexpensive.
 Online research is fast.
 People tend to be honest and thoughtful online.
 Online research is versatile.
Step 3: Collect the Information
 Marketers may conduct surveys in homes, over the phone, via the Internet, or at a
central interviewing location like a shopping mall.
 Four major problems arise in surveys.
1. Some respondents will be away from home or otherwise inaccessible and must be
contacted again or replaced.
2. Other respondents will refuse to cooperate.
3. Still others will give biased or dishonest answers.
4. Finally, some interviewers will be biased or dishonest.
Step 4: Analyze the Information
• to extract findings by tabulating the data and developing
summary measures.

Step 5: Present the Findings

• the researcher presents findings relevant to the major
marketing decisions facing management.

Step 6: Make the Decision

• Make decision based on the findings by research.
https://www.google.com/forms/about/

https://www.surveymonkey.com
hsumyatshwesin@mib-edu.com