2007 Pearson Education Canada1 Chapter 3: Marketing Research: Data Lesson 3 Marketing 11 pp

2007 Pearson Education Canada2 Marketing Research Process Problem Awareness Problem Awareness Exploratory Research Secondary Data Collection Secondary Data Collection Primary Research Data Collection & Processing Analysis & Interpretation Recommendations & Action

2007 Pearson Education Canada3 Let’s Review… Primary Research The collecting and recording of new data, called primary data, in order to resolve a specific problem, usually at high cost to the organization.

2007 Pearson Education Canada4 Primary Research Problem Definition Objectives and Hypotheses Sample Design Data Collection Methods

2007 Pearson Education Canada5 Sample Design Example Define the Population Define the Population –“male golfers between the ages of 21 and 45 years living in cities with over 500,000 residents.” Identify the Sampling Frame Identify the Sampling Frame –Subscription list from Golf magazine –Telephone directory Determine the Type of Sample Determine the Type of Sample –Probability Sample: pull 50 names out of a hat –Non-probability Sample: stand in the hallway and pass out survey to whoever walks by Determine the Sample Size Determine the Sample Size –10 % of total population –Minimum 200 respondents

2007 Pearson Education Canada6 Qualitative vs. Quantitative Qualitative: QUAL – as in quality! Qualitative: QUAL – as in quality! –Usually an answer to the question “why?” Quantitative: QUANT – as in quantity! Quantitative: QUANT – as in quantity! –Numbers, statistics, etc.

2007 Pearson Education Canada7 Qualitative Data Results from unstructured questionnaires concerned with “why” Results from unstructured questionnaires concerned with “why” Data collected from small samples in a controlled environment (e.g. focus group) Data collected from small samples in a controlled environment (e.g. focus group) Typically not collected in a scientific manner, therefore results do not represent the “big picture” Typically not collected in a scientific manner, therefore results do not represent the “big picture” Focus Groups: Focus Groups: –“Focus” implies that the discussion concentrates on one topic or concept. –Interviews reveal “attitudes” held by participants.

2007 Pearson Education Canada8 Examples of Qualitative Data Why do you like Dairy Queen blizzards? Why do you like Dairy Queen blizzards? –they’re so thick! –they bring back good memories of going out for ice cream as a kid! How would you change the current version of the Toyota Corolla? How would you change the current version of the Toyota Corolla? –I would improve visability

2007 Pearson Education Canada9 Quantitative Data Data collected from large samples Data collected from large samples Analysis and interpretation rely on numbers and percentages obtained from data collected from a structured questionnaire Analysis and interpretation rely on numbers and percentages obtained from data collected from a structured questionnaire The feelings, attitudes, and opinions of participants are quantified. The feelings, attitudes, and opinions of participants are quantified. Questions deal with what, when, who, how many, and how often Questions deal with what, when, who, how many, and how often Data are statistically reliable because the degree of error can be calculated Data are statistically reliable because the degree of error can be calculated

2007 Pearson Education Canada10 Examples of Quantitative Data 25% of all Canadians drink pop at least once per week 25% of all Canadians drink pop at least once per week 2 of every 10 British Columbians buy a cup of coffee on their way to work 2 of every 10 British Columbians buy a cup of coffee on their way to work 2% of all women living in the lower mainland have performed home renovations themselves 2% of all women living in the lower mainland have performed home renovations themselves

2007 Pearson Education Canada11 Data Collection Methods Primary Research Survey Observation Experiment Structured questionnaires Personal or electronic means Simulated or test market

2007 Pearson Education Canada12 Survey Methodology Personal Interview Telephone Mail Online Which option to use depends on: 1.Nature of information sought 2.Cost and time constraints 3.Location of respondent

2007 Pearson Education Canada13 Personal Interviews Face-to-face communication with groups or individuals Face-to-face communication with groups or individuals Usually done through quantitative questionnaires Usually done through quantitative questionnaires Popular locations: busy street corners, shopping malls, door-to-door Popular locations: busy street corners, shopping malls, door-to-door

2007 Pearson Education Canada14 Telephone Interviews Highest response rates Highest response rates Respondents have become confused with marketing research and telemarketing – more people refusing to participate Respondents have become confused with marketing research and telemarketing – more people refusing to participate

2007 Pearson Education Canada15 Mail Interviews Cost-efficient Cost-efficient Respondents tend to provide more honest answers Respondents tend to provide more honest answers Little control over response time Little control over response time Response rates are lower Response rates are lower

2007 Pearson Education Canada16 Online Surveys Less invasive for the respondent Less invasive for the respondent Quicker turnaround time Quicker turnaround time Respondents tend to give more information Respondents tend to give more information

2007 Pearson Education Canada17 Data Collection & Processing Questionnaires have been completed and returned Questionnaires have been completed and returned Researcher decides which completed questionnaires to consider (were they filled out properly) Researcher decides which completed questionnaires to consider (were they filled out properly) Answers are transferred onto the computer (into a spreadsheet) Answers are transferred onto the computer (into a spreadsheet)

2007 Pearson Education Canada18 Analysis & Interpretation Evaluation of responses on a question- by-question basis Evaluation of responses on a question- by-question basis Gives meaning to the data Gives meaning to the data Researcher reviews statistical data for each questions and makes observations Researcher reviews statistical data for each questions and makes observations

2007 Pearson Education Canada19 Recommendations & Action It’s decision time! Where’s the research? 1.A few possible strategies are detailed in a report and presented to the decision makers. 2.Managers review recommendations and make their decision on which strategy to implement.

2007 Pearson Education Canada20 Marketing Research Process: The Cycle is Complete! Problem Awareness Problem Awareness Exploratory Research Secondary Data Collection Secondary Data Collection Primary Research Data Collection & Processing Analysis & Interpretation Recommendations & Action

2007 Pearson Education Canada21 Assignment: Read Pg Complete WSH 3.3