Marketing Research Chapter 4

Chapter contents…… What is data ? Sources and kinds of data Forms of data Data collection method Ethical issues in data collection Scaling and rating of data Research instruments Marketing research Types of marketing research

Basic Definitions Data: The information, often in the form of facts or figures obtained from experiments or surveys, used as a basis for making calculations or drawing conclusions. Data: It refers to “research results from which inferences (conclusions) are drawn.” Data Collection: It is the process of Collecting Data from different sources, that is Primary and Secondary Sources, for investigation

Sources and Kinds of Data Primary Data: Primary data is the one that is gathered directly form the respondents. The Data that have been originally collected and have not been undergone any sort of statistical treatment, are called Primary data. Secondary Data: Secondary are those which have been previously gathered, compiled and are made available to the researcher for examination and analysis.

Forms of Data Quantitative Data: The data that can be expressed numerically is called as the Quantitative Data. E.g. Age, Marks of Students, Income etc. Qualitative Data: Data that cannot be expressed numerically is called as Qualitative Data. E.g. Good Marks, Bad Feelings, Cool Smile, Eye Color etc!

Data collection methods A)Primary data: primary data include…… 1) observation 2) interview method Structured interview Unstructured interview 3) focus group 4) questionnaire B) Secondary data Such data

Data Collection Methods (Primary Data) In order to collect primary data, usually we follow certain techniques, some of them are explained in detail: Observation Method: to observe or watch an event closely and then draw some facts from that observation. Either to observe the behavior of respondent or to observe the nature and then draw some conclusion

Data Collection Methods (Primary Data) Interview Methods: This method is used to take information directly from respondent and to note that information for final conclusion. The person who takes interview is called as Interviewer and the person from whom the interview is taken is called as Interviewee

Data Collection Methods (Primary Data) Unstructured Interview: Interview where the interviewer does not determine the format or subject to be discussed. It leaves the interviewee with major control of the conversation. Open ended questions would be asked and the replies to them would give the researcher an indication of the individual’s perceptions. Example: explain some thing about the products of Pepsi, tell some important features of Toyota cars etc……

Data Collection Methods (Primary Data) Structured Interview: A structured interview (also known as a standardized interview) is a method commonly employed in research. The interviewer has a list of predetermined questions to be posed (asked/established) to the respondents either personally or through the telephone. The aim of this approach is to ensure that each interviewee is presented with exactly the same questions in the same order. Ex: How is the quality of Nokia mobiles Very Good ___ Good___ Fair ___ Don’t Know___

Data Collection Methods (Primary Data) Face to Face Interview and Telephonic Interviews: Interviews can be conducted either face to face or over the telephone. Although most unstructured interviews in organizational research are conducted face to face, structured interviews could be either face to face or through medium of the telephone depending upon the level of complexity of the issues involved, the likely duration of the interview, the convenience of both the parties and the geographical area covered by the survey.

Data Collection Methods (Primary Data) Focus Group: A focus group is a form of qualitative research in which a group of people are asked about their attitude towards a product, service, concept, advertisement, idea, or packaging. Questions are asked in an interactive group setting where participants are free to talk with other group members.

Data Collection Methods (Primary Data) Questionnaires: these are the pre determined questions in which the respondent were asked about its level of satisfaction about a specific product or takes other information from respondents about a particular issue Personally Administered Questionnaire: When the survey is confined to a local area, and the organization is willing and able to assemble groups of employees to respond to the questionnaires at the workplace, personally administering the questionnaires is a good way to collect the data.

Data Collection Methods (Primary Data) Mail Questionnaire: The questionnaires are mailed (sent to) to the respondents , who can complete them at their own convenience, in their homes, and at their own pace. However the returned rate of the mailed questionnaires are usually low.

Data Collection Methods (Secondary Data) Secondary Data: It refers to the information gathered by someone other than the researcher conducting the current study. This data can be internal or external to the organization and can be accessed through the computer or by going through the recorded or published information. Official Sources: State Bank, MoHE, etc. Semi-Official Sources: Town Municipalities, Chamber of Commerce etc. And various publications, Journals, and Annual Reviews or letters.

Ethical Issues The Researcher should; Inform people/respondents about the research and the purpose of data collection. Not force the respondents to respond or give answers to your questions. Not expose the respondents to physical dangers and stress or problems. Not Use the collected Data for un lawful activities. Not invade or interrupt the privacy of the respondents at any case.

Scaling (i.e. Assigning Numbers and Symbols) Scaling method is used to elicit the attitudinal responses of subjects toward objects, events, or persons. Rating scale commonly used, has several response categories and are used to elicit response with regard to the object, event, or person studied.

Rating Scales The following rating scales are often used in organizational research; Dichotomous Scale Category Scale Likert Scale

Rating Scales Dichotomous Scale: The dichotomous scale is used to elicit a Yes or No answer, as in the examples below; Do you like Kabul University? Yes __ No__ Do you like working with men in your organization? Yes__ No__ Can you operate all the office equipments independently? Yes__ No__

Rating Scales Category Scale: The category scale uses multiple items to elicit a single response as per the following examples. Where in Kabul you reside? North__ South__ East__ West__ Where in Afghanistan you travel more frequently? Jalalabad__ Kabul__ paghman__ Kunduz__

Rating Scales Likert Scale: The likert scale is designed to examine how strongly subjects agree or disagree with statements on a 5-point scale with the following anchors: Strongly Disagree, Disagree, Neither Agree Nor Disagree, Agree, 1 2 3 4 Strongly Agree 5 Example; Afghanistan team will win. 1 2 3 4 5 My work motivates me 1 2 3 4 5

Research Instrument (Qualitative) Strongly Disagree, Disagree, Neither Agree Nor Disagree, Agree, Strongly Agree 1 2 3 4 5 Q.1. After learning the Research Methods, you would always try to use the Research Skills in real life situations. 1 2 3 4 5 Q.2. Your Research for learning Research Methods would not end after leaving your Institute? Q.3. Despite the limited resources, you were able to learn Research and the methods to apply it practically? Q.4. Despite of your busy routine, you will always try to participate in Research activities. Q.5. The Research subject you studied, appeared to be different from the one you assumed earlier 1 2 3 4 5 Q.6. Despite of several limitations the Research Trainer/coordinator was able to deliver the knowledge in an apt way.

Research Instrument (Quantitative) Q.1. Please specify your age? Age (Years) _______ Q.2. Please specify your income? Income (Figures) _______ Q.3. Please specify your expense? Expense (Figures) _______

Marketing research Marketing Research is " the function that links the consumer, customer, and public to the marketer through information

TYPES OF MARKETING RESEARCH Marketing research techniques come in many forms, including: • Test marketing: you are practically testing your product through sampling. • Concept testing: Process in which a new products idea is thoroughly analyzed with the help of a mockup and/or computer models. • Mystery shopping: the process of hiring a Person by market research firm or a manufacturer to visit retail stores as a casual shopper to collect information about the stores' display, prices, and quality of their sales staff

• Store audit: analyzing your store to collect sale figure of different products so that to find out sale figure of specific products. • Demand: overall market demand of product. Gathered from market. • Customer Satisfaction studies: go to customers and find out the satisfaction that you provide to your customer.

• Distribution Channel: asking from distributors about the product demand and demand of customers. • Price Elasticity: compare demand with the price of the product. • Segmentation research: dividing a market into parts and than conducting a research for some specific segments. • Consumer Decision process research: if there are substitutes available in market but again they are buying your product.

• Positioning Research: to find out image of your product in the mind of your customer • Brand Name testing: to find out the acceptance of the brand name in the market in which you are going to establish. • Brand Equity: Brand's power derived from the goodwill and name recognition it has earned over time, and which translates into higher sales volume and higher profit margins against competing brands. • Advertising and promotion research: through advertising one want to get feedback through increase in sale.

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