1. Chapter 5 Instructor Shan A. Garib, Winter 2013
Data Sources: Determining research design and where to obtain information
Chapter 5
Instructor Shan A. Garib, Winter 2013

2. Determining Research Design and Where to Obtain Information
Overview
The research design chosen to collect information, and data sources will depend on:
is secondary info available or will the researcher conduct primary research
Whether researcher requires quant, qual data or both
Whether the research is descriptive, exploratory, or casual
The budget and timelines allotted for the research

3. Determining Research Design and Where to Obtain Information
Overview

4. Determining Research Design and Where to Obtain Information
Research Design Considerations
Researchers must consider these four questions:
What info needs to be known
How accurate must be the information be
What is the available timeline
What is the available budget
What information needs to be known?
Determine which research objectives can be included in the research project
Also determine how they can get the info to meet the objectives

5. Determining Research Design and Where to Obtain Information
Research Design Considerations

6. Determining Research Design and Where to Obtain Information
Research Design Considerations
How accurate must the info be?
Desire mostly will be for most accurate
Sometimes not need most accurate data eg. What is size of new markets and general data says it’s large, then you don’t need in depth research
What is the available timetable?
Deadlines and how long the planned research will take affect the research timetable

7. Determining Research Design and Where to Obtain Information
Secondary Data and Desk Research
Small and medium sized company will conduct research by themselves –called desk research
Researchers should start investigate whether any info can be sourced within the company eg. Talking to customers or distributors, employees

8. Determining Research Design and Where to Obtain Information

9. Determining Research Design and Where to Obtain Information
Secondary Data and Desk Research
Reasons why to conduct secondary data first!
Cheaper to collect
Faster to collect
Secondary data might be available to answer the questions with no need for primary data
Secondary data should also be used when:
When considering entering unfamiliar markets, secondary data enable companies to appreciate the market needs
When facts are unrealistic to collect firsthand eg annual consumption of coffee in Poland
When companies need to understand trends eg financial markets

10. Determining Research Design and Where to Obtain Information
Secondary Data and Desk Research
Information from Secondary Research
Desk research is good at getting info in the areas below:
Business and Market Conditions
Getting information on the economy, demographic info. Laws and regulations that might impact a business venture
Market Size
Business press, company financial data, government
Competitors and Competing Products
Info on brands, competing companies in a target market can be gotten from company websites, business press, trade publications

11. Determining Research Design and Where to Obtain Information
Desk Research Using the Internet
Techniques for Finding Data On-Line
Internet searches should be planned and timed
The more specific the keyword the better the results
Search for exact phrases likely to be found in a particular industry
Repeat keywords using alternative engines
To make searches easier consider these strategies:
Start by linking from known sites – WTO has links to databases about international trade
Use a meta search engine

12. Determining Research Design and Where to Obtain Information
Desk Research Using the Internet
To make searches easier consider these strategies:
Use Boolean searching eg and or not
Search internet with Boolean in three different ways:
Boolean operators eg or and not
Imply Boolean logic using search terms
Use predetermined language in a template
Website Publishers – collections of related info on pages
Governments provide info about their countries to inform ppl and attract foreign customers
International organizations eg UN, disseminate info related to their mandates
Manufacturers promote own products

13. Determining Research Design and Where to Obtain Information
Desk Research Using the Internet
Website Publishers
Industry groups and association websites and provide specialized reports
Universities operate sites to support academic research
On-line encyclopedia eg wiki provide wealth of info
Judging the accuracy of online information
Researchers should apply the following guidelines:
If in doubt throw it out
Find out who the authors are
Try and determine the purpose of the website

14. Determining Research Design and Where to Obtain Information
Desk Research Using the Internet
Judging the accuracy of online information
Researchers should apply the following guidelines:
See if ads are constant with website theme
Check info against other sources
Desk Research Using Offline Data
Printed sources of info eg. IMD World Competitiveness Yearbook
Statistical Yearbook from the UN

15. Determining Research Design and Where to Obtain Information
Desk Research Using Offline Data
Print Sources for Market Research Information
Reports include market analysis, financial and market forecasts and market recommendations eg Economist Intelligence Unit
Print Sources for Country reports
The Europa Yearbook, the Exporter’s Encyclopedia

16. Determining Research Design and Where to Obtain Information
Collecting Secondary Data
Advantages – reduced costs and faster time
Disadvantages – someone else collected the data so you must validate it. Pay attn to:
Time Scales
Confirm when secondary data was collected
Data might be out of date
Definitions
Family might be defined differently
Classifications
Sometimes data is grouped together and has different breakdowns eg age ranges

17. Determining Research Design and Where to Obtain Information
Collecting Secondary Data
Source Bias – that presents a more favourable view of a country or organization
Primary Data Sources
Use whenever researchers need specific data about target market
Primary data can provide info on:
Customer attitudes towards a new product or service
Feelings about pricing
The demand for a new product or service
The packaging that will gain favour
Four sources of Primary data: observation, surveys and questionnaires, interviews, focus groups

18. Determining Research Design and Where to Obtain Information
Primary Data Sources
Different forms of primary data follow:
Observation – insight into how customers behave in a particular market or situation eg. Observers monitoring customers or business activities from mechanical devices eg CCTV, webcams
Most common source is info from bar scanners
Scanners provide constantly updated info about product purchases and can provide data about shopping habits of people who pay by credit card or use store reward cards
Neilson machines for TV viewing habits

19. Determining Research Design and Where to Obtain Information
Primary Data Sources
Observation
Online observation is ubiquitous
Websites monitor actions of visitors through hit counters, site trackers and use info to offer suggestions to customers
Surveys and questionnaire's
Specifically designed to answer a research objective
Can be sent by or mail or form a website, or telephone
Completion rates are higher

20. Determining Research Design and Where to Obtain Information
Primary Data Sources
Interviews
Can be informal or formal, one on one or in small groups
Using an interviewer to collect information increases the accuracy of the data
Information can be gathered in the following ways:
-interviews with experts or government officials
-interviews with company contacts
-interviews with Economic Development Agencies
-interviews with target market in malls
-interviews conducted door to door
Focus groups and panels
Small group of respondents who are brought together on an informal manner to discuss ideas about products or service and details about their thoughts and experiences
Useful but not quantifiable

21. Determining Research Design and Where to Obtain Information
When to Use Primary Data Sources
Advantages
Current and accurate data gathered to answer a specific research objectives
Information is confidential and can’t be used by competitors providing companies with competitive edge
Can generate results faster than secondary
Disadvantages
Difficult to collect and takes long to test and correct questions
Long delays in waiting for results from ed or posted surveys/ questionnaires