4.12 U NDERSTAND DATA - COLLECTION METHODS TO EVALUATE THEIR APPROPRIATENESS FOR THE RESEARCH PROBLEM / ISSUE Understand promotion and intermediate uses of marketing-information

D ATA C OLLECTION 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 be 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.W HAT IS AN EXAMPLE OF A MARKETING - RESEARCH METHOD THAT IS USED TO COLLECT PRIMARY DATA ? A. Customer survey B. Census data C. Trade-journal article D. External reports

2.H OW CAN ILL - DESIGNED QUESTIONNAIRES AFFECT SURVEY PARTICIPANTS ? A. Can make them question the survey's purpose B. Can decrease their response rate C. Can decrease their desire to answer personal questions D. Can make them take their time to complete the survey

DATA COLLECTION Some types: Observational Mail Telephone Internet Discussion groups Interviews Scanners

O BSERVATIONS 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

D ATA C OLLECTION 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. W HEN SHOULD RESEARCHERS ASK POTENTIALLY SENSITIVE QUESTIONS DURING AN INTERVIEW ? A. Toward the end of the interview B. At the beginning of the inventory to get them out of the way C. Throughout the interview D. At the mid-point of the interview to allow time for the researcher to build rapport

4. W HAT IS THE MOST APPROPRIATE DATA - COLLECTION METHOD TO USE WHEN A BUSINESS WANTS TO DETERMINE HOW ITS EMPLOYEES INTERACT WITH CUSTOMERS ? A. Mail B. Observation C. Interviews D. Surveys

5. W HAT DATA - COLLECTION METHOD CAN BE USED TO OBTAIN PRODUCT INFORMATION DURING THE POINT - OF - PURCHASE PROCESS ? A. Volume-tracking scanner B. Photographic scanner C. Data scanner D. Statistical survey

W ARM UP: 4.12 R EVIEW 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 study B. Mail surveys C. Interview surveys D. Scanners

4.13 U NDERSTAND DATA - COLLECTION METHODS TO EVALUATE THEIR APPROPRIATENESS FOR THE RESEARCH PROBLEM / ISSUE Understand promotion and intermediate uses of marketing-information

S CALES SCALING: How items are rated, ranked or scored Distinguish between rating and ranking scales. Rating sets a scale for an individual item Ranking compares different items

R ATING SCALES Itemized 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

R ATING S CALES Discuss 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

R ANKING S CALES Explain 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 Lenient

7.W HAT TYPE OF SCALE IS A FIRM USING WHEN A SURVEY FORMAT HAS A SCALE WITH F ASTEST TO SLOWEST ON EACH END OF THE SCALE ? A. Semantic differential B. Likert C. Forced Choice D. Paired

8.T HE SBU C OMPANY DEVELOPED A SURVEY IN WHICH RESPONDENTS ARE PROVIDED THE SAME NUMBER OF FAVORABLE AND UNFAVORABLE RATING OPTIONS. W HAT TYPE OF SURVEY IS THIS ? A. Semantic differential B. Comparative C. Paired D. Balanced

G ET WITH YOUR 8 O ’ CLOCK APPOINTMENT Complete “4.13 Which Scale?” worksheet You have 5 minutes Work on project