4.12 UNDERSTAND DATA-COLLECTION METHODS TO EVALUATE THEIR APPROPRIATENESS FOR THE RESEARCH PROBLEM/ISSUE.

4.00 Understand promotion and intermediate uses of marketing-information

DATA COLLECTION Explain reasons for having a variety of data-

collection methods. Some people are more likely to respond to specific

formats Some formats allow more in-depth questioning

Explain why data-collection instruments must be carefully designed and administered. Must be designed to find the required information Must engage the responder so s/he takes the time to

read and thoughtfully answer Must be clear as to what is being asked, easy to

understand Easy to answer so there aren’t any transcription errors

DATA COLLECTION

Explain elements of surveys A statement to respondents about how information will A statement to respondents about how information will

be used and why it is valuablebe used and why it is valuable Clear questions & instructions, including for any skip patterns Appealing format & language for intended respondent Logical sequence of questions Consideration of how answers to previous items might affect

later items Neutral questions Balanced – respondents are given equal rating

options (2 good, 2 bad option choices). Note: Questionnaires that are ill-designed can

decrease the response rate of participants.

1. WHAT IS AN EXAMPLE OF A MARKETING-RESEARCH METHOD THAT IS USED TO COLLECT PRIMARY DATA?

A. Customer surveyB. Census dataC. Trade-journal articleD. External reports

2. HOW CAN ILL-DESIGNED QUESTIONNAIRES AFFECT SURVEY PARTICIPANTS?

A. Can make them question the survey's purpose

B. Can decrease their response rateC. Can decrease their desire to answer

personal questionsD. Can make them take their time to

complete the survey

DATA COLLECTIONSome types:

ObservationalMailTelephoneInternetDiscussion groupsInterviewsScanners

OBSERVATIONS Explain how to ensure the quality of

observations. Set the parameters for what is included and excluded Clear view without interfering Training and practice Examples: observing employees customer service

interaction w/ consumers. Explain advantages/disadvantages with using

observational techniques to collect marketing data.Advantages (A):

Limits introduction of bias, customer isn’t being interfered with by the observer.

Records various customer behaviors Disadvantages (D): The observer doesn’t know why the

customer has made the choice, no option for clarification

DATA COLLECTION Describe advantages/disadvantages associated with

using mail techniques to collect marketing data. Questionnaires are commonly used w/ mail surveys. A: Cheap, cover lots of customers, can be thorough D: Poor return rate, customer can’t ask for clarification

Discuss advantages/disadvantages associated with using interviews to collect data. A: Can clarify questions, read body language; high flexibility;

able to ask potentially sensitive questions towards the end of the interview.

D: Might influence the responder, time pressure Explain advantages/disadvantages associated with

using volume tracking scanners to collect data. A: Quick tabulation of responses or product information, limited

chance for transcription errors. Used w/ point of purchase D: Answers are limited to pre-selected options, miss-marked

responses

3. WHEN SHOULD RESEARCHERS ASK POTENTIALLY SENSITIVE QUESTIONS DURING AN INTERVIEW?

A. Toward the end of the interviewB. At the beginning of the inventory to

get them out of the wayC. Throughout the interviewD. At the mid-point of the interview to

allow time for the researcher to build rapport

4. WHAT IS THE MOST APPROPRIATE DATA-COLLECTION METHOD TO USE WHEN A BUSINESS WANTS TO DETERMINE HOW ITS EMPLOYEES INTERACT WITH CUSTOMERS?

A. Mail B. ObservationC. InterviewsD. Surveys

5. WHAT DATA-COLLECTION METHOD CAN BE USED TO OBTAIN PRODUCT INFORMATION DURING THE POINT-OF-PURCHASE PROCESS?

A. Volume-tracking scannerB. Photographic scannerC. Data scannerD. Statistical survey

WARM UP: 4.12 REVIEW

1. To obtain reliable, valid marketing-research data when conducting personal interviews, researchers must make sure that the interviewers are

A -open, friendly, and nonjudgmental. B-approachable, opinionated, and organized.C-consistent, biased, and aggressive. D-courteous, passive, and distant.

2. What is a common method of collecting research data that often involves the use of questionnaires?

A. Case studyB. Mail surveysC. Interview surveysD. Scanners

4.13UNDERSTAND DATA-

COLLECTION METHODS TO EVALUATE THEIR

APPROPRIATENESS FOR THE RESEARCH PROBLEM/ISSUE.

4.00 Understand promotion and intermediate uses of marketing-information

SCALESSCALING:

How items are rated, ranked or scored

Distinguish between rating and ranking scales.Rating sets a scale for an individual

itemRanking compares different items

RATING SCALESItemized

Scale has a number or brief description associated with each category.

Categories are ordered and respondent is required to select the category that best describes the object being ranked

RATING SCALESDiscuss types of itemized rating scales Likert Scale

Requires a respondent to show a degree of agreement or disagreement/ feelings with a variety of statements about the related object.

“Hough High School is a good school” – strongly agree, agree, neutral, disagree, strongly disagree

Semantic Differential Scale Uses bipolar adjective phrases to describe a

person’s beliefs. The respondent marks a category along the rating continuum (usually 1 to 5 OR 7)

“I like Hough HS is a:” – great school, good school, ok school, bad school, horrible school

RANKING SCALESExplain types of ranking scales Paired Comparison

Respondents are asked to choose between two objects at a time (small number of objects)

Too many will result in respondent fatigue. Which restaurant do you like best: ____ McD

____Wendy’s

Forced Choice Respondents rank objects relative to one another. Don’t offer too many choices. Rank the following perfumes 1- 5, 1 being the most

preferred ___CK ___DKNY ___Clinique ____Polo ___Juice Couture

Comparative Scale Provides a benchmark or point of reference to assess

attitudes toward the object under study Compared to North Meck or Hopewell, Hough is: Strict 1 2 3 4 5 Lenient

7. WHAT TYPE OF SCALE IS A FIRM USING WHEN A SURVEY FORMAT HAS A SCALE WITH FASTEST TO SLOWEST ON EACH END OF THE SCALE?

A. Semantic differentialB. LikertC. Forced ChoiceD. Paired

8. THE SBU COMPANY DEVELOPED A SURVEY IN WHICH RESPONDENTS ARE PROVIDED THE SAME NUMBER OF FAVORABLE AND UNFAVORABLE RATING OPTIONS. WHAT TYPE OF SURVEY IS THIS?

A. Semantic differentialB. ComparativeC. PairedD. Balanced

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