Welcome to final class of Marketing Research Dr. Satyendra Singh November 27, 2008

Objectives

determine a company’s marketing research needs gather and analyze secondary data design and carry out a marketing research study conduct data input and data analysis analyze and interpret the research findings present marketing research results write a report on the marketing research results recommend actions based on the findings

Other reviewed/ helpful rapid feedback/main points extended office hours sensitive students needs emphasized difficult points promoted intellectual curiosity clarity/repeated interesting/practical examples encouraged to speak visit to Probe-Research facility

Course Outline

term test on designing aspects of the research case studies as applicable class participation a group project collecting & analyzing primary data hand-on experience on SPSS software group presentation a final exam + whiteboard, color pens, handouts, computer, www

Ethical issues

no harm or deception confidentiality no distortion of results misrepresentation of findings ethics approval form PIPEDA (personal information protection and electronic data act)

Data source

internal –enrolment, activity report, sales, turnover secondary –ebscohost, bluebook, d&b, standard & poor primary –your personal collection

Sampling

non-probability sampling –convenience, judgment, quota, snowball probability sampling –random (table), stratified, cluster (n th /systematic) sampling error –does not reflect population (increase sample size) non-sampling error –not related to the sampling procedure (false, coding)

Conducting surveys

personal, telephone, mail, focus group, in-depth, online, intercept –advantages and disadvantages for each method good interviewing, data collecting, training, energy Nonresponse bias/error evaluation criteria –cost ($ and time) –flexibility (acceptable margin of error) –sample quality (representative of population, follow up) –response quality (who are respondents?, response rate)

Designing a questionnaire

ask right questions understand questions/interpretation branching, skipping logic pre-testing, one question at a time demographic/sensitive questions in the last proxy reporting, sleepers missing variables!!??

Data analysis

scales –ordinal –interval –ratio –nominal mean, median, mode, standard deviation data entry, coding, editing, cleaning

Statistical techniques

correlations and significance t-test of means –independent and related t-test one-way ANOVA test cross tabulations –Chi square test (pearson, spearman, Tau, Lambda) –regression analysis –dependent variable and independent variables –R 2, adjusted R 2, error term

Communicating results

objective(s) background information, theory sampling procedure data collection procedure methodology, statistical analysis results and implications value of the research, limitations, budget future study

Case studies

Skool - research problem (bar)? Canterbury Travels –evaluation of the questionnaire Hill Top research –paperclips: age flexibility, error, cost paper clips

We have also learned

electronic research databases Intricacies of spss software difficulties in collecting field data contradictory results time management  working in team effectively managing budget assuming higher responsibilities (project managers) few additional concepts of research use of data giving a persuasive presentation

Thank you Any question?