Data Collection Methods AMA Collegiate Marketing Research Certificate Program

Module Objectives To introduce the concept of research design To expand on the types of quantitative research and the different decisions that must be made regarding each type To examine how marketers use quantitative research

Research Design

Research Design A framework or blueprint for conducting the marketing research project that specifies the procedures necessary to obtain the information needed to structure and/or solve the marketing research problem

Research Design Think of it as the research plan’s DNA or core elements of the problem-solving process Your own DNA explains who you are, the research DNA explains how we get where need to go

Components of a Research Design Define the information needed Design the phases of the research: qualitative/quantitative Specify the measurement and scaling procedures Construct and pretest a questionnaire (interviewing form) or an appropriate form for data collection Specify the sampling process and sample Develop a plan of data analysis

Figure 6.3 A Classification of Marketing Research Data Quantitative Research Revisited Figure 6.3 A Classification of Marketing Research Data Quantitative research is usually used when companies have a clear idea of what they need to find out Quantitative Research Descriptive Causal

Causal Research

Casual Research Determine cause-and-effect relationships Experimental research Laboratory or field experiments Manipulate independent variables (price) to examine impact on dependent variable (sales)

Market Testing Involves the use of a controlled experiment done in a limited but carefully selected section of the marketplace Used to predict sales and also examine effectiveness of elements of the marketing mix Standard or controlled or simulated test market

Experiments AB testing Virtual testing/stores Website testing/tracking AB Tests Virtual Stores Manipulating Web Sites

Experiments Lab testing Google Analytics Scanner data tests-can change elements of the marketing mix and check sales Simulated Store-Lab Test Google Analytics

Descriptive Research

Figure 6.3 A Classification of Marketing Research Data Descriptive Research Research design in which major emphasis is usually with describing a population with respect to important variables Figure 6.3 A Classification of Marketing Research Data Descriptive Survey Data Observational & Other Data

Descriptive Research Have prior knowledge about the problem situation Planned and structured design Answer

Descriptive Research Goals May Include Describe the characteristics of certain groups Determine the proportion of people who behave in a certain way Make specific predictions Determine the relationships between variables

Using Surveys (Questionnaires) Surveys are widely used in marketing research Can ask about attitudes, satisfaction, awareness, lifestyle, intentions, motivation, behavior, and demographic information

Key Decisions to Make When Using Surveys Survey composition Contact method Sampling plan

Some Basic Rules of Survey Composition Only include questions that you need It is best to have mostly structured questions (choices are provided) Questions should funnel from broad in nature to more specific Usually demographic questions go at the end of the survey

Some More Rules Keep questions simple Avoid double-barreled questions Indicate your agreement with the following statement: “Crest has great taste and cavity protection” Make sure response categories are not overlapping and collectively exhaustive Check the category that represents your age: 20 – 30 40 - 50 30 – 40 over 50

Most Important Rule of Survey Design Always Pretest Your Survey

Contact Method No matter the method used, marketers must worry about maximizing the response rate

Sampling Plan Sample is a subgroup of population of interest Sampling frame is the group from which the sample will be drawn Determine sampling procedure Probability samples Non-probability samples Determine sample size

Observation Research Limited to what can be observed Often more accurate because does not depend upon the respondent’s willingness or ability to provide the information

Observation Research Decisions Structured vs. unstructured Undisguised vs. disguised Natural vs. contrived settings Human vs. mechanical

Enthnography Combines observation with interviews Allows insights based on real behavior

Problem Scenario A mall manager wants to know where customers come from

Problem Scenario A car repair shop wants to determine where to spend its radio advertising dollars

Problem Scenario A marketer of potato chips wants to understand the characteristics of heavy users of potato chips

How You Get There Is Half The Fun