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Definition of Marketing Research

Marketing research is the systematic and objective identification, collection, analysis, dissemination & use of information for the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing.

-Green and Tull

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!lassification of Marketing Research

"roblem #dentification Research$

Research undertaken to help identify problems %hich are not necessarily apparent on the surface and yet e&ist or are likely to arise in the future. '&amples$ market potential, market share, image, market characteristics, sales analysis, forecasting, and trends research.

"roblem (olving Research$

Research undertaken to help solve specific marketing problems. '&amples$ segmentation, product, pricing, promotion, and distribution research.

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* !lassification of Marketing Research

+ig 1.1

Marketing Research

"roblem #dentification Research Market "otential Research Market (hare Research Market !haracteristics Research (ales *nalysis Research +orecasting Research ,usiness -rends Research

"roblem (olving Research

(egmentation Research "roduct Research "romotion Research Distribution Research

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"roblem (olving Research

SEGMEN ! "#N $ESE!$C%
Determine the basis of segmentation Establish market potential and responsiveness for various segments Select target markets Create lifestyle profiles: demography, media, and product image characteristics

&$#D(C $ESE!$C%
est concept Determine optimal product design &ackage tests &roduct modification 'rand positioning and repositioning est marketing Control score tests

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"roblem (olving Research

&$#M# "#N!) $ESE!$C%

0.00%

APR

#ptimal promotional budget Sales promotion relationship #ptimal promotional mi* Copy decisions Media decisions Creative advertising testing Evaluation of advertising effectiveness Claim substantiation

&$"C"NG $ESE!$C%
&ricing policies

"mportance of price in brand selection &roduct line pricing &rice elasticity of demand "nitiating and responding to price changes

$ALE

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"roblem (olving Research

D"S $"'( "#N $ESE!$C%

Determine1 -ypes of distribution *ttitudes of channel members #ntensity of %holesale & resale coverage !hannel margins 2ocation of retail and %holesale outlets

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Marketing Research "rocess

(tep 1$ "roblem Definition (tep $ Development of an *pproach to the "roblem (tep )$ Research Design +ormulation (tep .$ +ield%ork or Data !ollection (tep /$ Data "reparation and *nalysis (tep 0$ Report "reparation and "resentation

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-he Role of Marketing Research

+ig 1.
Customer Groups 5 5 5 5 Controllable Marketing +ariables 5"roduct 5"ricing 5"romotion 5Distribution !ssessing "nformation Needs &roviding "nformation Marketing Decision Making Consumers Employees Shareholders Suppliers

(ncontrollable Environmental -actors 5'conomy 5-echnology 52a%s & Regulations 5(ocial & !ultural +actors 5"olitical +actors

Marketing $esearch

Marketing Managers 5 Market Segmentation 5 arget Market Selection 5 Marketing &rograms 5 &erformance , Control

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$ole of marketing research .M$/

-he task of marketing research7MR8 is to provide management %ith relevant, accurate, reliable, valid, and current information. !ompetitive marketing environment and the ever-increasing costs attributed to poor decision making re9uire that marketing research provide sound information. (ound decisions are not based on gut feeling, intuition, or even pure judgment. Marketing managers make numerous strategic and tactical decisions in the process of identifying and satisfying customer needs.

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-hey make decisions about potential opportunities, target market selection, market segmentation, planning and implementing marketing programs, marketing performance, and control. -hese decisions are complicated by interactions bet%een the controllable marketing variables of product, pricing, promotion, and distribution. +urther complications are added by uncontrollable environmental factors such as general economic conditions, technology, public policies and la%s, political environment, competition, and social and cultural changes. *nother factor in this mi& is the comple&ity of consumers Marketing research helps the marketing manager link the marketing variables %ith the environment and the consumers. #t helps remove some of the uncertainty by providing relevant information about the marketing variables, environment, and consumers

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#n the absence of relevant information, consumers; response to marketing programs cannot be predicted reliably or accurately. <ngoing marketing research programs provide information on controllable and non-controllable factors and consumers= this information enhances the effectiveness of decisions made by marketing managers. -raditionally, marketing researchers %ere responsible for providing the relevant information and marketing decisions %ere made by the managers. >o%ever, the roles are changing and marketing researchers are becoming more involved in decision making, %hereas marketing managers are becoming more involved %ith research.

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-he role of marketing research in managerial decision making is e&plained further using the frame%ork of the ?D'!#D'? model. -he D'!#D' model conceptuali@es managerial decision making as a series of si& steps. -he decision process begins by precisely defining the problem or opportunity, along %ith the objectives and constraints. Ae&t, the possible decision factors that make up the alternative courses of action 7controllable factors8 and uncertainties 7uncontrollable factors8 are enumerated -hen, relevant information on the alternatives and possible outcomes is collected. -he ne&t step is to select the best alternative based on chosen criteria or measures of success. -hen a detailed plan to implement the alternative selected is developed and put into effect. 2ast, the outcome of the decision and the decision process itself are evaluated.

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D- Decide the topicBproblem '- '&plore the alternatives !- !heck the alternatives #- #dentify possible solutions D- Decide and take action '- 'valuate and revise

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M#(- * formali@ed set of procedures for generating, analy@ing, storing and distributing pertinent information to marketing decision makers on an ongoing basic set of procedures. D((- #nformation systems that enable decision makers to interact directly %ith both databases and analysis models. -he important components include hard%are, communications net%ork, database, model base, soft%are base and the D(( user

Management #nformation (ystems vs. Decision (upport (ystems

1-1/

M"S

DSS

Structured &roblems (se of $eports $igid Structure "nformation Displaying $estricted Can "mprove Decision Making by Clarifying Data

(nstructured &roblems (se of Models (ser -riendly "nteraction !daptability Can "mprove Decision Making by (sing 01hat if2 !nalysis

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Research Design$ Definition

A research design is a framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the information needed to structure or solve marketing research problems.

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!omponents of a Research Design

Define the information needed. Design the e ploratory! descriptive! and"or causal phases of the research. #pecify the measurement and scaling procedures. $onstruct and pretest a %uestionnaire &interviewing form' or an appropriate form for data collection. #pecify the sampling process and sample si(e. Develop a plan of data analysis.

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!lassification of Marketing Research Designs

+ig. ).1
$esearch Design

E*ploratory $esearch Design

Conclusive $esearch Design

Descriptive $esearch

Causal $esearch

Cross3Sectional Design

)ongitudinal Design

Single Cross3 Sectional Design

Multiple Cross3 Sectional Design

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'&ploratory & !onclusive Research Differences

-able ).1 Exploratory
Objective: To provide insights and understanding.

Conclusive
To test specific hypotheses and examine relationships.

Characteristics:

Information needed is defined only Information needed is clearly defined. loosely. Research process is Research process is formal and flexible and unstructured. Sample structured. Sample is large and is small and non representative. representative. $ata analysis is Analysis of primary data is !uantitative. !ualitative. Tentative. "enerally follo#ed by further exploratory or conclusive research.

Findings /Results: Outcome:

%onclusive. &indings used as input into decision ma'ing.

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* !omparison of ,asic Research Designs

-able ). Exploratory
Objective: Discovery of ideas and insights

Descriptive
Describe market characteristics or functions Marked by the prior formulation of specific hypotheses Preplanned and structured design

Causal
Determine cause and effect relationships Manipulation of one or more independent variables Control of other mediating variables Experiments

Characteristics:

Flexible, versatile

Often the front end of total research design Expert surveys Pilot surveys Secondary data Qualitative research

Methods:

Secondary data Surveys Panels Observation and other data

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Cses of '&ploratory Research

)ormulate a problem or define a problem more precisely. Identify alternative courses of action. Develop hypotheses. Isolate key variables and relationships for further e amination. Gain insights for developing an approach to the problem. *stablish priorities for further research.

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Methods of '&ploratory Research

#urvey of e perts. +ilot surveys. #econdary data analy(ed in a %ualitative way. ,ualitative research.

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Cse of Descriptive Research

To describe the characteristics of relevant groups! such as consumers! salespeople! organi(ations! or market areas. To estimate the percentage of units in a specified population e hibiting a certain behavior. To determine the perceptions of product characteristics. To determine the degree to which marketing variables are associated. To make specific predictions

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Methods of Descriptive Research

#econdary data analy(ed in a %uantitative as opposed to a %ualitative manner. #urveys. +anels. -bservational and other data.

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!ross-sectional Designs

Involve the collection of information from any given sample of population elements only once. In single cross sectional designs( there is only one sample of respondents and information is obtained from this sample only once. In multiple cross sectional designs! there are two or more samples of respondents! and information from each sample is obtained only once. -ften! information from different samples is obtained at different times. %ohort analysis consists of a series of surveys conducted at appropriate time intervals! where the cohort serves as the basic unit of analysis. A cohort is a group of respondents who e perience the same event within the same time interval.

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2ongitudinal Designs

A fi ed sample &or samples' of population elements is measured repeatedly on the same variables. A longitudinal design differs from a cross-sectional design in that the sample or samples remain the same over time.

Relative *dvantages and Disadvantages of 2ongitudinal and !ross-(ectional Designs

-able ).. 'valuation !riteria Detecting !hange 2arge amount of data collection *ccuracy Representative (ampling Response bias !ross-(ectional Design D D

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2ongitudinal Design D D D -

Aote$ * EDF indicates a relative advantage over the other design, %hereas a E-F indicates a relative disadvantage.

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Cses of !asual Research

To understand which variables are the cause &independent variables' and which variables are the effect &dependent variables' of a phenomenon. To determine the nature of the relationship between the causal variables and the effect to be predicted. .*T/-D0 * periments.

"otential (ources of 'rror in Research Designs

+ig. ).
otal Error

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$andom Sampling Error

Non3sampling Error

$esponse Error

Non3response Error

$esearcher Error
Surrogate "nformation Error Measurement Error &opulation Definition Error Sampling -rame Error Data !nalysis Error

"ntervie5er Error
$espondent Selection Error 4uestioning Error $ecording Error Cheating Error

$espondent Error
"nability Error (n5illingness Error

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'rrors in Marketing Research

The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project. Random sampling error is the variation between the true mean value for the population and the true mean value for the original sample. )on sampling errors can be attributed to sources other than sampling! and they may be random or nonrandom0 including errors in problem definition! approach! scales! %uestionnaire design! interviewing methods! and data preparation and analysis. 1on-sampling errors consist of non-response errors and response errors. )on response error arises when some of the respondents included in the sample do not respond. Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanaly(ed.

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* !lassification of Marketing Research Data

+ig. /.1

Marketing Research Data

(econdary Data

"rimary Data

Gualitative Data Descriptive (urvey Data <bservational and <ther Data

Guantitative Data !ausal '&perimental Data

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Gualitative vs. Guantitative Research

-able /.1 Gualitative Research <bjective Guantitative Research

-o gain a 9ualitative -o 9uantify the data and understanding of the generali@e the results from underlying reasons and the sample to the population motivations of interest (mall number of nonrepresentative cases Cnstructured Aon-statistical Develop an initial understanding 2arge number of representative cases (tructured (tatistical Recommend a final course of action

(ample Data !ollection Data *nalysis <utcome

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* !lassification of Gualitative Research "rocedures

+ig. /. Gualitative Research "rocedures

Direct 7Aon disguised8

#ndirect 7Disguised8 "rojective -echni9ues

+ocus Hroups

Depth #ntervie%s

*ssociation -echni9ues

!ompletion -echni9ues

!onstruction -echni9ues

'&pressive -echni9ues

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!haracteristics of +ocus Hroups

-able /.

Hroup (i@e Hroup !omposition "hysical (etting -ime Duration Recording Moderator

4-1 >omogeneous, respondents, prescreened Rela&ed, informal atmosphere 1-) hours

Cse of audiocassettes and videotapes <bservational, interpersonal, and communication skills of the moderator

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Iey Gualifications of +ocus Hroup Moderators

1. 6indness 5ith firmness$ -he moderator must combine a disciplined detachment %ith understanding empathy so as to generate the necessary interaction. . &ermissiveness$ -he moderator must be permissive yet alert to signs that the groupJs cordiality or purpose is disintegrating. ). "nvolvement$ -he moderator must encourage and stimulate intense personal involvement. .. "ncomplete understanding$ -he moderator must encourage respondents to be more specific about generali@ed comments by e&hibiting incomplete understanding.

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Iey Gualifications of +ocus Hroup Moderators

/. Encouragement$ -he moderator must encourage unresponsive members to participate. 0. -le*ibility$ -he moderator must be able to improvise and alter the planned outline amid the distractions of the group process. 3. Sensitivity$ -he moderator must be sensitive enough to guide the group discussion at an intellectual as %ell as emotional level.

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"rocedure for "lanning and !onducting +ocus Hroups

+ig. /.)
Determine the #b7ectives and Define the &roblem Specify the #b7ectives of 4ualitative $esearch State the #b7ectives:4uestions to be !ns5ered by -ocus Groups 1rite a Screening 4uestionnaire Develop a Moderator8s #utline Conduct the -ocus Group "ntervie5s $evie5 apes and !naly9e the Data Summari9e the -indings and &lan -ollo53(p $esearch or !ction

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Kariations in +ocus Hroups

Two-way focus group. This allows one target group to listen to and learn from a related group. )or e ample! a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired. Dual-moderator group. A focus group conducted by two moderators0 -ne moderator is responsible for the smooth flow of the session! and the other ensures that specific issues are discussed. Dueling-moderator group. There are two moderators! but they deliberately take opposite positions on the issues to be discussed.

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Kariations in +ocus Hroups

Respondent-moderator group. The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics. Client-participant groups. $lient personnel are identified and made part of the discussion group. Mini groups. These groups consist of a moderator and only 2 or 3 respondents. Tele-session groups. )ocus group sessions by phone using the conference call techni%ue. Online Focus groups. )ocus groups conducted online over the Internet.

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*dvantages of +ocus Hroups

4. 5. 6. 2. 3. 7. 8. 9. :. 4;.

#ynergism #nowballing #timulation #ecurity #pontaneity #erendipity #peciali(ation #cientific scrutiny #tructure #peed

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Disadvantages of +ocus Hroups

4. 5. 6. 2. 3.

.isuse .isjudge .oderation .essy .isrepresentation

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Depth #ntervie% -echni9ues$ )addering

In laddering! the line of %uestioning proceeds from product characteristics to user characteristics. This techni%ue allows the researcher to tap into the consumer<s network of meanings. =ide body aircrafts &product characteristic'

I can get more work done I accomplish more I feel good about myself &user characteristic'

Advertising theme0 >ou will feel good about yourself when flying our airline. ?>ou<re The @oss.A

Depth #ntervie% -echni9ues$ %idden "ssue 4uestioning

In hidden issue !uestioning! the focus is not on socially shared values but rather on personal ?sore spotsBA not on general lifestyles but on deeply felt personal concerns. fantasies! work lives! and social lives historic! elite! ?masculine-camaraderie!A competitive activities Advertising theme0 communicate aggressiveness! high status! and competitive heritage of the airline.

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Depth #ntervie% -echni9ues$ Symbolic !nalysis

Symbolic analysis attempts to analy(e the symbolic meaning of objects by comparing them with their opposites. The logical opposites of a product that are investigated are0 non-usage of the product! attributes of an imaginary ?non-product!A and opposite types of products. ?=hat would it be like if you could no longer use airplanesCA

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?=ithout planes! I would have to rely on letters and long distance calls.A

Airlines sell to the managers face-to-face communication. Advertising theme0 The airline will do the same thing for a manager as )ederal * press does for a package.

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Definition of "rojective -echni9ues

An unstructured! indirect form of %uestioning that encourages respondents to project their underlying motivations! beliefs! attitudes or feelings regarding the issues of concern. In projective techni%ues! respondents are asked to interpret the behavior of others. In interpreting the behavior of others! respondents indirectly project their own motivations! beliefs! attitudes! or feelings into the situation.

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Lord *ssociation
In #ord association! respondents are presented with a list of words! one at a time and asked to respond to each with the first word that comes to mind. The words of interest! called test words! are interspersed throughout the list which also contains some neutral! or filler words to disguise the purpose of the study. Desponses are analy(ed by calculating0

&4' the fre%uency with which any word is given as a responseB &5' the amount of time that elapses before a response is givenB and &6' the number of respondents who do not respond at all to a test word within a reasonable period of time.

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Lord *ssociation
'M*M"2'

(-#MC2C( MR(. M MR(. ! %ashday everyday ironing fresh and s%eet clean pure air soiled scrub don;t= husband does clean filth this neighborhood dirt bubbles bath soap and %ater family s9uabbles children to%els dirty %ash

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!ompletion -echni9ues
#n Sentence completion, respondents are given incomplete sentences and asked to complete them. Henerally, they are asked to use the first %ord or phrase that comes to mind. * person %ho shops at (ears is NNNNNNNNNNNNNNNNNNNNNN * person %ho receives a gift certificate good for (ak;s +ifth *venue %ould be NNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNN O. !. "enney is most liked by NNNNNNNNNNNNNNNNNNNNNNNNN Lhen # think of shopping in a department store, # NNNNNNNN * variation of sentence completion is paragraph completion, in %hich the respondent completes a paragraph beginning %ith the stimulus phrase.

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!ompletion -echni9ues
#n story completion, respondents are given part of a story P enough to direct attention to a particular topic but not to hint at the ending. -hey are re9uired to give the conclusion in their o%n %ords.

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!onstruction -echni9ues
=ith a picture response( the respondents are asked to describe a series of pictures of ordinary as well as unusual events. The respondent<s interpretation of the pictures gives indications of that individual<s personality. In cartoon tests! cartoon characters are shown in a specific situation related to the problem. The respondents are asked to indicate what one cartoon character might say in response to the comments of another character. $artoon tests are simpler to administer and analy(e than picture response techni%ues.

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* !artoon -est
+igure /..

Sears

2etJs see if %e can pick up some house %ares at (ears

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'&pressive -echni9ues
In expressive techni!ues! respondents are presented with a verbal or visual situation and asked to relate the feelings and attitudes of other people to the situation. Role playing Despondents are asked to play the role or assume the behavior of someone else. Third person techni!ue The respondent is presented with a verbal or visual situation and the respondent is asked to relate the beliefs and attitudes of a third person rather than directly e pressing personal beliefs and attitudes. This third person may be a friend! neighbor! colleague! or a ?typicalA person.

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*dvantages of "rojective -echni9ues

They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study. /elpful when the issues to be addressed are personal! sensitive! or subject to strong social norms. /elpful when underlying motivations! beliefs! and attitudes are operating at a subconscious level.

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Disadvantages of "rojective -echni9ues

#uffer from many of the disadvantages of unstructured direct techni%ues! but to a greater e tent. De%uire highly trained interviewers. #killed interpreters are also re%uired to analy(e the responses. There is a serious risk of interpretation bias. They tend to be e pensive. .ay re%uire respondents to engage in unusual behavior.

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Huidelines for Csing "rojective -echni9ues

+rojective techni%ues should be used because the re%uired information cannot be accurately obtained by direct methods. +rojective techni%ues should be used for e ploratory research to gain initial insights and understanding. Given their comple ity! projective techni%ues should not be used naively.

!omparison of +ocus Hroups, Depth #ntervie%s, and "rojective -echni9ues

-able /.)

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Criteria

-ocus Groups

Depth "ntervie5s

&ro7ective echniDues

;< Degree of Structure $elatively high $elatively medium $elatively lo5 =< &robing of individual )o5 %igh Medium respondents >< Moderator bias $elatively medium $elatively high )o5 to high ?< "nterpretation bias $elatively lo5 $elatively high @< (ncovering )o5 $elatively medium %igh subconscious Medium to high information A< Discovering innovative %igh )o5 information Medium B< #btaining sensitive )o5 %igh information Medium C< "nvolve unusual behavior No Fes or Duestioning o a limited e*tent E< #verall usefulness %ighly useful (seful Some5hat useful

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*dvantages of <nline +ocus Hroups

Geographical constraints are removed and time constraints are lessened. Eni%ue opportunity to re-contact group participants at a later date. $an recruit people not interested in traditional focus groups0 doctors! lawyers! etc. .oderators can carry on side conversations with individual respondents. There is no travel! video taping! or facilities to arrangeB so the cost is much lower.

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Disadvantages of <nline +ocus Hroups

-nly people that have access to the Internet can participate. Ferifying that a respondent is a member of a target group is difficult. There is lack of general control over the respondent<s environment. -nly audio and visual stimuli can be tested. +roducts can not be touched &e.g.! clothing' or smelled &e.g.! perfumes'.

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* !lassification of (urvey Methods

+ig. 0.1 (urvey Methods

-elephone #ntervie%ing

"ersonal

Mail

'lectronic

#n->ome

Mall #ntercept

!omputer-*ssisted "ersonal #ntervie%ing Mail #ntervie%

'-mail

#nternet

-raditional -elephone

!omputer-*ssisted -elephone #ntervie%ing

Mail "anel

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(ome Decisions Related to the Mail #ntervie% "ackage

-able 0.1 #utgoing Envelope <utgoing envelope$ si@e, color, return address "ostage Method of addressing Cover )etter (ponsorship -ype of appeal "ostscript "ersonali@ation (ignature 4uestionnaire 2ength (i@e 2ayout +ormat !ontent Reproduction !olor Respondent anonymity $eturn Envelope -ype of envelope "ostage "ncentives Monetary versus non-monetary "repaid versus promised amount

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(ample Mailing 2ists

)ist itle *dvertising agencies ,anks, branches ,oat o%ners !hambers of !ommerce "ersonal computer o%ners +amilies >ard%are %holesalers Maga@ines, consumers "hotographic, portrait (ales e&ecutives Lives of professional men RM!*Js Number on )ist )46 11:46 . 460:1 0//6 Q./BM 1403 30:::::: #n9uire 3)34 .116 ))3. 16::: Q//BM 100)01. 1:)0 #n9uire Q./BM Q./BM Q./BM Q0:BM &rice Q./BM Q4/BM Q/:BM

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!riteria for 'valuating (urvey Methods

+le&ibility of Data !ollection -he fle&ibility of data collection is determined primarily by the e&tent to %hich the respondent can interact %ith the intervie%er and the survey 9uestionnaire. Diversity of Guestions -he diversity of 9uestions that can be asked in a survey depends upon the degree of interaction the respondent has %ith the intervie%er and the 9uestionnaire, as %ell as the ability to actually see the 9uestions. Cse of "hysical (timuli -he ability to use physical stimuli such as the product, a product prototype, commercials, or promotional displays during the intervie%.

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!riteria for 'valuating (urvey Methods

(ample !ontrol (ample control is the ability of the survey mode to reach the units specified in the sample effectively and efficiently. !ontrol of the Data !ollection 'nvironment -he degree of control a researcher has over the environment in %hich the respondent ans%ers the 9uestionnaire. !ontrol of +ield +orce -he ability to control the intervie%ers and supervisors involved in data collection. Guantity of Data -he ability to collect large amounts of data.

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Random Digit Directory Designs

+ig. 0.

*dding a !onstant to the 2ast Digit *n integer bet%een 1 and 6 is added to the telephone number selected from the directory. #n plus-one sampling, the number added to the last digit is 1. Aumber selected from directory$ .:.-6/)-)::. 7e&changeblock8. *dd one to the last digit to form .:.-6/)-)::/. -his is the number to be included in the sample. Randomi@ing the r 2ast Digits Replace the r 7r T , ), or .8 last digits %ith an e9ual number of randomly selected digits. Aumber selected from directory$ .:.-441-11 .. Replace the last four digits of the block %ith randomly selected numbers /, , 4, and 0 to form .:.-441-/ 40.

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Random Digit Directory Designs

+ig. 0.

-%o-(tage "rocedure -he first stage consists of selecting an e&change and telephone number from the directory. #n the second stage, the last three digits of the selected number are replaced %ith a three-digit random number bet%een ::: and 666. !luster 1 (elected e&change$ 0)0 (elected number$ .:.-0)0-) ): Replace the last three digits 7 ):8 %ith randomly selected )46 to form .:.-0)0-))46. Repeat this process until the desired number of telephone numbers from this cluster is obtained.

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!riteria for 'valuating (urvey Methods

Response Rate (urvey response rate is broadly defined as the percentage of the total attempted intervie%s that are completed. "erceived *nonymity "erceived anonymity refers to the respondents; perceptions that their identities %ill not be discerned by the intervie%er or the researcher. (ocial DesirabilityB(ensitive #nformation (ocial desirability is the tendency of the respondents to give ans%ers that are socially acceptable, %hether or not they are true.

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!riteria for 'valuating (urvey Methods

"otential for #ntervie%er ,ias -he e&tent of the intervie%er;s role determines the potential for bias. (peed -he total time taken for administering the survey to the entire sample. !ost -he total cost of administering the survey and collecting the data.

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* !omparative 'valuation of (urvey Methods

-able 0.
%riteria
Flexibility of data collection Diversity of questions Use of physical stimuli Sample control Control of data collection environment Control of field force Quantity of data Response rate Perceived anonymity of the respondent Social desirability Obtaining sensitive information Potential for interviewer bias Speed Cost

*hone+ %ATI
Moderate to high Low Low Moderate to high Moderate Moderate Low Moderate Moderate Moderate High Moderate High Moderate

In ,ome Intercept Intervie#s Intervie#s %A*I

High High Moderate to high Potentially high Moderate to high Low High High Low High Low High Moderate High High High High Moderate High Moderate Moderate High Low High Low High Moderate to high Moderate to high Moderate to high High High Moderate High Moderate Moderate High Low Moderate to High Low to moderate Low Moderate to high Moderate to high

-all

-ail Surveys
Low Moderate Moderate Low Low High Moderate Low High Low High None Low Low

-ail *anels
Low Moderate Moderate Moderate to high Low High High Moderate High Low Moderate to High None Low to moderate Low to moderate

E -ail Internet
Low Moderate Low Low Low High Moderate Low Moderate Moderate Moderate None High Low Moderate to high Moderate to high Moderate Low to moderate Low High Moderate Very Low High Low High None Very high Low

Observation Methods (tructured versus Cnstructured <bservation

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)or structured observation! the researcher specifies in detail what is to be observed and how the measurements are to be recorded! e.g.! an auditor performing inventory analysis in a store. In unstructured observation! the observer monitors all aspects of the phenomenon that seem relevant to the problem at hand! e.g.! observing children playing with new toys.

Observation Methods Disguised versus Cndisguised <bservation

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In disguised observation! the respondents are unaware that they are being observed. Disguise may be accomplished by using one-way mirrors! hidden cameras! or inconspicuous mechanical devices. -bservers may be disguised as shoppers or sales clerks. In undisguised observation! the respondents are aware that they are under observation.

Observation Methods Aatural versus !ontrived <bservation

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)atural observation involves observing behavior as it takes places in the environment. )or e ample! one could observe the behavior of respondents eating fast food in @urger Ging. In contrived observation! respondents< behavior is observed in an artificial environment! such as a test kitchen.

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* !lassification of <bservation Methods

+ig. 0.)
!lassifying <bservation Methods

#bservation Methods

&ersonal #bservation

Mechanical #bservation

!udit

Content !nalysis

race !nalysis

Observation Methods "ersonal <bservation

1-3)

A researcher observes actual behavior as it occurs. The observer does not attempt to manipulate the phenomenon being observed but merely records what takes place. )or e ample! a researcher might record traffic counts and observe traffic flows in a department store.

Observation Methods Mechanical <bservation

$o not re!uire respondents. direct participation. the A$ 1ielsen audimeter turnstiles that record the number of people entering or leaving a building. -n-site cameras &still! motion picture! or video' -ptical scanners in supermarkets $o re!uire respondent involvement. eye-tracking monitors pupilometers psychogalvanometers voice pitch analy(ers devices measuring response latency

1-3.

Observation Methods *udit

1-3/

The researcher collects data by e amining physical records or performing inventory analysis. Data are collected personally by the researcher. The data are based upon counts! usually of physical objects. Detail and wholesale audits conducted by marketing research suppliers were discussed in the conte t of syndicated data in $hapter 2

Observation Methods !ontent *nalysis

1-30

The objective! systematic! and %uantitative description of the manifest content of a communication. The unit of analysis may be words! characters &individuals or objects'! themes &propositions'! space and time measures &length or duration of the message'! or topics &subject of the message'. Analytical categories for classifying the units are developed and the communication is broken down according to prescribed rules.

Observation Methods -race *nalysis

Data collection is based on physical traces! or evidence! of past behavior.

1-33

The selective erosion of tiles in a museum inde ed by the replacement rate was used to determine the relative popularity of e hibits. The number of different fingerprints on a page was used to gauge the readership of various advertisements in a maga(ine. The position of the radio dials in cars brought in for service was used to estimate share of listening audience of various radio stations. The age and condition of cars in a parking lot were used to assess the affluence of customers. The maga(ines people donated to charity were used to determine people<s favorite maga(ines. Internet visitors leave traces which can be analy(ed to e amine browsing and usage behavior by using cookies.

1-34

* !omparative 'valuation of <bservation Methods

-able 0.)
Criteria Degree of structure Degree of disguise *bility to observe <bservation bias *nalysis ,ias Heneral remarks &ersonal Mechanical #bservation #bservation 2o% 2o% to high Medium 2o% to high >igh 2o% to high in natural setting >igh 2o% >igh 2o% to Most fle&ible !an be intrusive !udit Content race !nalysis !nalysis !nalysis >igh 2o% >igh >igh Medium >igh >igh Medium 2o%

2o% Medium Medium 2o% 2o% Medium Medium '&pensive 2imited to Method of commulast resort nications

1-36

Relative *dvantages of <bservation

They permit measurement of actual behavior rather than reports of intended or preferred behavior. There is no reporting bias! and potential bias caused by the interviewer and the interviewing process is eliminated or reduced. $ertain types of data can be collected only by observation. If the observed phenomenon occurs fre%uently or is of short duration! observational methods may be cheaper and faster than survey methods.

1-4:

Relative Disadvantages of <bservation

The reasons for the observed behavior may not be determined since little is known about the underlying motives! beliefs! attitudes! and preferences. #elective perception &bias in the researcher<s perception' can bias the data. -bservational data are often time-consuming and e pensive! and it is difficult to observe certain forms of behavior. In some cases! the use of observational methods may be unethical! as in observing people without their knowledge or consent. It is best to view observation as a complement to survey methods! rather than as being in competition with them.

* !omparative 'valuation of (urvey Methods for #nternational Marketing Research

-able 0.. %riteria /igh sample control Difficulty in locating

1-41

Telephone *ersonal -ail Electronic H H H H H respondents at home Inaccessibility of homes H H H Enavailability of a large H H H pool of trained interviewers Iarge population in rural areas H Enavailability of maps H H H Enavailability of current H H telephone directory Enavailability of mailing lists H H H Iow penetration of telephones H H Iack of an efficient postal system H H H Iow level of literacy H )ace-to-face communication culture H +oor access to computers J Internet C H C 1ote0 A &H' denotes an advantage! and a &K' denotes a disadvantage.