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Churchill Brown Suter

Basic Marketing Research

Collecting Primary Data

Chapter 9
 Learning Objectives

 List the kinds of demographic and socioeconomic characteristics

that interest marketers

 Discuss the rationale for lifestyle analysis

 Cite the three main approaches used to measure the effectiveness

of magazine ads

 Give two reasons why researchers are interested in people’s

motives

 Describe the two basic means of obtaining primary data

 State the specific advantages of each method of data collection

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 Stages in the Research Process

Formulate Problem

Determine Research Design

Determine Data Collection Method

Design Data Collection Forms

Design Sample and Collect Data

Analyze and Interpret Data

Prepare Written/Verbal Report

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 Types of Primary Data

 Demographic/Socioeconomic characteristics

 Personality/Lifestyle characteristics

 Attitudes/Opinions

 Awareness/Knowledge

 Intentions

 Motivation

 Behavior

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 Demographic/Socioeconomic
Characteristics

 Often used to divide a population into groups (e.g., for market

segmentation purposes)

 Commonly measured variables:

 Age
 Education
 Income
 Gender
 Occupation

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 Personality/Lifestyle Characteristics

 Personality
 Normal patterns of behavior exhibited by an individual; the attributes,
traits, and mannerisms that distinguish one individual from another

 Lifestyle analysis (sometimes called psychographic analysis)

 Suggests that a company will be more successful at reaching its target
market if it knows more about its customers’ way of life, what
interests them, and what they like

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 Attitudes/Opinions

 An attitude is an individual’s overall evaluation of something

 Marketers often measure people’s attitudes toward companies,

products, and services

 Marketers also measure many “attitude-like” variables including

value, quality, and satisfaction

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 Awareness/Knowledge

 Insight into, or understanding of facts about, some object or

phenomenon

 Marketers often want to know what individuals know or believe

about products, brands, companies, advertisements, and so on

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 Measuring Awareness

 Imagine that you wanted to assess the ability of a magazine ad to

create awareness for Dell Computers

 Unaided Recall
 “For what products and brands do you remember seeing ads?”

 Aided Recall
 “Do you remember seeing ads for personal computers?”

 Recognition
 “Do you remember seeing this ad for Dell Computers?”
 Ad, at right, shown to respondents

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 Intentions

 Anticipated or planned future behavior

 Marketers often need this type of information to assess demand for a
good or service
 Estimating demand for products and services accurately is one of the
most difficult tasks a marketing researcher faces

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 Motivation

 A need, a want, a drive, a wish, a desire, an impulse, or any inner

state that energizes, activates, or moves and that directs or
channels behavior toward goals
 If we understand motivation, we are in better position to anticipate
consumer needs and offer products and services that satisfy those
needs
 Researchers are interested in people’s motives for two primary
reasons
 Determining why people behave as they do
 Understanding what drives a person’s behavior makes it easier to
understand the behavior itself

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 Behavior

 What people have done, or are doing, typically with respect to

purchase and consumption of goods and services

Behavior Checklist
Purchase Behavior Use Behavior
What and how much
How
Where
When
Who

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 Obtaining Primary Data

 Communication
 Ask respondents for the information
 Advantages: Versatility, speed, and cost

 Observation
 Observe/Watch a situation to obtain the information
 Advantages: Objectivity and accuracy

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posted to a publicly accessible website, in whole or in part. Churchill Brown Suter/Basic Marketing Research