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1 Introduction to Marketing Research cyrijones, Students from BMKT Marketing Research - Summer 2013 at Capilano University Creative Commons - BY-NC-SA

2 Acknowledgements Thanks to the students of BMKT 360 Marketing Research Summer 2013 at Capilano University for developing this marketing research textbook and helping to keep textbook costs affordable.

3 Table of Contents Chapters Chapter 1 - Introduction to Marketing Research Chapter 2 - Types of Marketing Research Chapter 3 - Impact of Technology on Marketing Research Chapter 4- Ethical Issues in Marketing Research Chapter 5- Research Proposal Chapter 6 - Surveys and Questionnaires Chapter 7 - Sampling Approaches Chapter 8 - Determining the sample size Chapter 9 - Measurement and Scaling Chapter 10 - Data Preparation and Preliminary Data Analysis Chapter 11 - Report Preparation & Presentation Appendix A - Primary Data Research Tactics Primary Data - Field Experiment Primary Data - Field Trials Primary Data - Focus Groups - In-Person Primary Data - Focus Groups - Online Primary Data - Interviews - In Depth Primary Data - Interviews - Mall intercept Primary Data - Laboratory Experiments Primary Data Neuromarketing - Biometric Market Research Techniques Primary Data - Observation method Primary Data - Personal Interview - Executive Interview Primary Data - Projective Technique - Pictorial Construction Primary Data - Projective Technique - Role Plays Primary Data - Projective Techniques - Sentence Completion Tests Primary Data Projective Techniques Word Association Tests Primary Data--Surveys--Mail Interviews Primary Data - Survey - Omnibus Panels Primary Data - Survey - Online Interview Primary Data Survey Personal interviews In Home Primary Data - Survey - Purchase Intercept Interviews Primary Data - Web - Heat Maps Primary Data - Web - Web Analytics Appendix B - Secondary Data Research Tactics Secondary Data - Case Study Secondary Data - Commercial Information Sources Secondary Data - Expert Advice Secondary Data - Industry Data Secondary Data - Internal Data Secondary Data - Internet Secondary Data - Macro Data

4 Secondary Data - Social Media Secondary Data - Syndicated Data

5 Chapters Chapter 1 - Introduction to Marketing Research Chapters Chapter 1 - Introduction to Marketing Research By Team 5 Adam, Alex, Katie, Jie, Leyin and Lin Chapter Summary 1.1 Introduction The purpose of conducting market research is to receive answers and gain more knowledge about a specific topic. Research is seen as the base of scientific progress; it is used in many fields outside of science. In general, research is conducted for the purpose of gaining knowledge to reduce issues, finding aids for problem solving, as well as discovering relationships and links between events. Research can be used for the purposes of description, explanation and prediction, all which are very valuable as they allow us to expand what we know. In the past, research was hidden away in the private domain and was rarely shared with the general public. However, we are now seeing studies reported on the local news and the Internet, as well as a number of other media outlets. As information on previous studies is much more readily available than it was 10 years ago, firms are more frequently able to study relevant data that has already been collected, saving them the time and money of having to collect their own data. According to the American Marketing Association, the definition of marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. This definition stresses the importance of offering 1

6 Chapters Chapter 1 - Introduction to Marketing Research value to customers and society as a whole, rather than maximizing profits. This means that all organizations should constantly be obtaining information about the needs of their customers and should ensure that these needs are met. Marketing research is a fundamental tool for collecting information on customer satisfaction. The marketplace has become increasingly complex over the years and because of this, decision makers have an increasing need to better understand the market as well as their consumers and suppliers. Without taking the time to research their customer base and its wants and needs, managers will have a very difficult time making informed decisions. It is also essential for managers to take the time to look into what their competitors are doing. Without trying to build and maintain a competitive edge, businesses will often have difficulties with profitability in the long term and lose their position in the market. 1.2 Marketing Research When conducted properly, marketing research provides managers with information that is relevant to a specific topic, accurate, and time appropriate. This information can greatly improve the strength of the managerial decisions by reducing the risk in the decision making process. The use of market information that is generated by market research can also help firms achieve and sustain a competitive advantage. Therefore, market research should be defined as a tool that helps gather information that can lead to a more informed decision. However, Market research must be conducted and analyzed carefully in order for it to provide an organization with information that will lead them to success. Some of the most valuable data that managers are able to collect from market research is the data that can provide insights for them to better understand their customers. Factors such as: who their customers are, what they want, how they want it, where they want it to be available and the appropriate price points. These are are all important factors for organizations to consider. These factors should be identified with marketing research techniques in order to guide managers in the decision making process. According to Paurav Shukla, many organizations around the world fail due to lack of marketing research relating to their customer s needs. Over two thirds of businesses fail to satisfy customer needs because the organization s belief about what their customers want is inaccurate. Once a company realizes that these beliefs are inaccurate, they often use after-the-fact research to figure out what went wrong (Shukla 14). There are two different strands of marketing research that aid organizations in the decision making process. This first strand is problem identification research; this helps identify problems that are not visible on the surface but do exist or will exist in the near future. Problem identification research is used for the analysis of market share, market potential, sales, forecasting, trends and branding. The second strand is problem-solving research; this is carried out to help solve specific research problems. Problem solving research is used for the analysis of market segments, products, pricing, promotions, distribution and logistics (Shukla 15). One of the most important aspects that must be determined before market research can be conducted, is the definition of the correct problem. Loosely defined problems often lead to results that are not useful in the decision making process. The problem must be correctly defined in order to obtain information that is 2

7 Chapters Chapter 1 - Introduction to Marketing Research relevant to the issue at hand. 1.3 Scientific Marketing Research Process This section looks at how the information needed for marketing research can be acquired and what the optimal process for finding and utilizing the data is. Most marketing research information is expensive to obtain and difficult to come by. In some cases marketing information is not readily available; this problem occurs most often for companies in emerging industries because for many of these industries, a customer base may not even exist yet. Before market research can begin, the scientific method and process should be defined. There are many debates over the exact definition of the scientific method, but most researchers agree it can be defined by the following steps: (Shukla 19) Most marketing research involves getting either direct or indirect information from the marketplace and this is done by using a common method and technique. The scientific marketing research process can be defined in 5 Stages: 3

8 Chapters Chapter 1 - Introduction to Marketing Research (Shukla 20) Most market research is a continuous process, which means that following step 5, researchers will return to step 2 to conduct further research in order to better understand an issue or opportunity. Step 1, the problem or opportunity identification stage relates to the managers interpretation of market forces and analysis. The problem or opportunity will eventually become what the entire future process will be based around, so it is extremely important to identify it correctly. Exploratory research usually tends to be qualitative. Exploring a problem or opportunity leads to ideas, which can be further defined and measured quantitatively; this is step 3, hypothesis development. The hypothesis is tested with conclusive research through a larger sample size. Conclusive research is mostly quantitative. From here, the final results can be found, which most often leads to more research. The execution of a marketing research project essentially follows the following procedure: 4

9 Chapters Chapter 1 - Introduction to Marketing Research (Shukla 21) 1.4 Defining a Problem Generally, in marketing research, problems are generated through observation of inconsistencies or some other phenomena that is puzzling to researchers. In order to gather data that can support or contrast said inconsistencies or phenomena, researchers must define the problem accurately. By defining a problem correctly, the process of gathering data and ultimately generating conclusions becomes more efficient. The decision-making process, according to Paurav Shukla consists of four steps: 5

10 Chapters Chapter 1 - Introduction to Marketing Research (Shukla 23) Defining a problem in business environments can be difficult due to the many inputs from various individuals in an organization; therefore, several questions must be addressed in order to come to an accurate final consensus. Marketing researchers must ask: 6

11 Chapters Chapter 1 - Introduction to Marketing Research (Shukla 23) These questions are essential to producing accurate results to a central problem. If there are steps that have not been taken prior to performing market research, the central problem should be addressed and redefined. Managers are often faced with difficult situations in which their business is declining. In these cases, defining the central and specific problem is essential in determining shortfalls and capitalizing on market demands. Problems such as declining business can be attributable to an array of different factors; therefore, it is necessary to focus the problem on one manageable and measurable aspect. Having a problem that is too general can produce inaccurate or irrelevant results; this is a major loss of time and money for organizations. Defining a problem is critical in choosing one course of action over another to inevitably benefit the organization. 1.5 What Marketing Research Can t Do Although marketing research can be very effective in offering solutions to problems that are faced by management, it cannot always provide a solution to every problem. There have been instances of unfavorable outcomes and failures in decision making through the use of market research, whereas reliance on intuitive feelings have sometimes prevailed and generated significant successes. Nonetheless, it is noted that intuitive feelings are simply based upon subjective opinions, in contrast to researched and quantifiable evidence. 7

12 Chapters Chapter 1 - Introduction to Marketing Research Marketing research is used as a guide for decision making and cannot be fully relied upon to generate final decisions. Marketing research is often reflected upon as a useful tool in making more informed decisions, whether or not the research is depended upon significantly. However, research is not, and should not be the sole factor in the decision making process because the results are accompanied by some uncertainty of success. Marketing research simply reduces risk for decision makers and in doing so, reduces the likelihood of failure; it certainly does not eliminate it entirely. Ultimately the true value of market research comes in making more informed decisions and providing better odds of long-term success. 1.6 Conclusion In the competitive business world, marketers constantly struggle to meet and exceed the demands of their customers. The various decisions organizations employ, ultimately result in their success or failure. In order to minimize the likelihood of failure, organizations use marketing research tactics. To help ensure quality results, routine communication between organizations and market researchers is becoming more prevalent. Clearly defining the central problem is the most essential process in marketing research as it can lead the process to great success. However, when defined incorrectly, it can lead to inaccuracies and failures. An incorrectly defined problem that leads to significant inaccuracies and failures can be severely detrimental to an organization. As mentioned, market research is a very useful tool; however, it cannot be entirely relied upon and it must be understood that it does not accompany guaranteed success. Market research simply provides a solid ground in guiding decision making. Works Cited: AMA Definition of Marketing. Marketingpower.com. Marketing Power Inc Web. 12 June < Introduction to Marketing Research. Marketingteacher.com. Marketing Teacher Ltd Web. 13 June < Marketing Research. Quickmba.com Web. 19 June < Meaning and Scope of Marketing Research. managementstudyguide.com Web. 16. June < Shukla, Paurav. Essentials of Marketing Research June 2013 < Smith, Scott. Marketing Research Process: 9 Stages to Market Research Success. Qualtrics.com. Qualtrics Labs, Inc. 5 Nov Web. 18 June < 8

13 Chapters Chapter 2 - Types of Marketing Research Chapter 2 - Types of Marketing Research Introduction Marketing Research is a key element in the overall study of market information, which provides a company with valuable information. This information aids management in making current and relevant decisions about their marketing strategy. It is the consumer, customer and public to the marketer through information which is used to identify and define marketing opportunities and problems; to generate, refine and evaluate marketing actions; (13) The Researcher is responsible for creating the method, implementing the collection of the data, and analyzing the information assembled. Moreover, the researcher does not actively collect the data himself; instead, it is the field workers that collect the data. It is used as a decision making tool as well as identifying reasons for problems once they have arisen. The varying methods of data collection include the following: surveys, observations, and consumer panels. The first method, surveying, takes place on the phone or in person, using questions prepared beforehand by the researcher. Next is using observations, which is when field workers watch and record people s behavior. Lastly, the consumer panel is when a group of individuals sample and talk about a product. This in turn provides valuable feedback on a new product. All three methods have their corresponding advantages that vary on the content being researched. Primary Research Primary research consists of surveys, observations, and interviews. These are conducted to collect data, which can then be analyzed and organized to discover real-life answers to questions posed by the researcher. Primary research can be divided into both qualitative and quantitative research (Brizee, and Driscoll). Types of Qualitative Research Qualitative research is conducted by means of exploratory research; focus groups are used to explore problems and opportunities by focusing on open-ended questions. For example, researchers will hire a focus group, where the individuals fall within the demographics of their target market. In this example, this group will determine whether the packaging design of the new to market soft drink is appealing. Moreover, if it will gain attention when put next to its competition. Furthermore, there are four major fields of qualitative research; these include the following: 1. Phenomenology: used to describe the phenomenon and the structure that researchers experience. 2. Ethnography: mainly focuses on studying socio-cultural phenomena and cultural beliefs. 9

14 Chapters Chapter 2 - Types of Marketing Research 3. Grounded Theory: is based on the data and an inductive approach. 4. Case Study: researchers collect data and study it in depth by single case. (Christensen) Derived from those four fields, there are different types of qualitative methods; they include focus groups, word association techniques, sentence completion tests, and pictoral construction technique. The first method being focus groups, these can be conducted either in-person or on-line. This allows researchers to receive feedback and opinions on various aspects of the company, industry, products and brands. The advantages of an on-line focus group are that it allows a company to conduct market research on a global level. Moreover, respondents can participate from the comfort of their own home (Group Quality). This is followed by the word association technique, which is when respondents are asked to quickly reply with the first word that comes to mind as they are shown a picture or given a word. This technique is used to discover what the respondents think about various brands, products or actions when provided with related words or pictures. Furthermore, the sentence completion test is when respondents are asked to complete a sentence by filling in predetermined blank spaces. This technique is used to expose the respondent s emotions towards a product or brand. Lastly, the pictoral construction technique is when respondents are shown a picture and asked to write a short narrative. The picture may be of a character, brand, product or some item used to gauge the respondent s perception. Mostly, it is helpful when researchers seek feedback on product branding, packaging and external marketing materials. Types of Quantitative Research When compared to qualitative research, quantitative research aims to use a high volume of respondents (sample size). Moreover, statistical analysis provides market researchers with data that is reliable and valid; this helps make a generalized inference about the population. Market researchers utilize the quantitative research methods of interviewing which can be conducted face-to-face, online or by telephone. Also, surveys may be used, which are conducted face-to-face, online, telephone or mail to collect vast amounts of data (DJS Research). Quantitative research can be broken down into four specific types, respectively, descriptive, correlational, cause-comparative and experimental research. 1. Descriptive research: uses collective data and the statistical method to analyze data. 2. Correlational research: is used to measure the degree the relationship between more than one quantifiable variable. This degree is often expressed by a correlation coefficient, from 0 to Cause-comparative research: is based on the cause and effect relationship. 10

15 Chapters Chapter 2 - Types of Marketing Research 4. Experimental research: it establishes the cause-comparative and compares it with different independent variables (Christensen) Moreover, these can be broken down into surveys, observations, and panel data. In surveys, respondents would be asked to complete a questionnaire in which they describe various aspects of their experience with a company, usually in some form of scale-rating system. The survey would be administered on a website pop-up, a follow up when a purchase is made in-store or on-line, or in person. The questions deal with the overall experience and interactions that the respondent had when in-store or on the webpage. This information is valuable for companies because it provides them with valuable feedback that can be used to improve operations and make changes to ensure they are as user-friendly as possible. Secondly, observations collect behavioural data of the people being observed. It allows researchers to collect data based on: physical actions, expressive behaviour, verbal behaviour, temporal behavioural patterns and spatial relationships and locations (Shukla 52). This technique provides researchers with accurate data to depict the behavioural observations of consumers. Lastly, the panel data consist of observations of respondents over time. A number of different dimensions of data are collected and measured such as, age, income and gender. This data usually forms part of secondary research due to the amount of time and resources, which goes into collecting the data. However, firms like AC Nielsen collect panel data. Secondary Research Secondary research is data that has been previously gathered; it is mostly used prior to conducting primary research. There are two types of secondary research; they consist of internal and external. Internal research is when data is collected inside an organization, while an individual outside the organization collects external research. An example of secondary research is using online resources. This can be collected through marketing journals and industry white pages. The advantages of online research includes the fact that is it quick, accurate, convenient and turns out real results. Conclusion Primary Research is a vital aspect in the final decision making on the presentation of a product to the consumer market. Once the secondary research and the intimate knowledge of the product market have been reviewed, primary research can be used. This will collect confirming data in order for the marketing department to move forward with its plans. No individual research tool is completely conclusive; it takes a combination of methods to ensure the best results. Works Cited 11

16 Chapters Chapter 2 - Types of Marketing Research Brizee, Allen, and Dana Lynn Driscoll. Conducting Primary Research. Purdue Online Writing Lab. Purdue University, 17 Apr Web. 7 Jun Christensen, L.B. (2001). Experimental Methodology (8th Ed). Boston, MA: Allyn and Bacon research web 9 Jun DJS Research,. Market Research Analysis. Quantitative Market Research Methods. DJS Research. Web. 7 Jun Group Quality. GQTool Ltd., Web. 7 June Shukla, Paurav. Essentials of Marketing Research June

17 Chapters Chapter 3 - Impact of Technology on Marketing Research Chapter 3 - Impact of Technology on Marketing Research Impact of Technology on Market Research Team 4 Impact technology has had on market research is very significant. It s very surprising this subject isn t spoken about often. In the mid-80 s collecting data was through phone, mail, and face to face. The efficiency of collecting data is significant. The internet gave light to more than a few avenues of collecting data such as various online surveys, website visits (demographics of purchases), data collection by e-commerce websites, online focus groups, etc One of the most powerful market research tools is social media. However, keeping a good track record of the content is near impossible, but this is only because of the high number of users online. The number of people being online is a double positive, but the data gathering can be burdensome. Using an effective system, where analysts only target specific areas of social media such as specific forums could actually give a lot of useful insight. Social media is one of the most useful observational researches in existence. The disadvantage to not all, but some tools used to collect data via the internet is the accuracy. For websites such as Quia.com a user can easily sign up with fake name, fake demographics, basically all information could be false. Some users use proxy servers, which show false locations to where they re located and this gives analysts false information as well. Besides the internet there are other advances in technology, which have and will continue to impact marketing research. A futuristic tool is virtual reality, where you can link up subjects being observed to a virtual reality, which is the most realistic scenario which isn t reality. And then we can observe reactions, emotions, etc The product and consumer lifecycles are changing rapidly and some analysts say this is due to technology and the internet. However, the increase in the amount of data which can be gathered has also greatly increased. Product Nowadays, internet changes our life and our product service in a big way. In the field of the professional selling service, internet is helping the company to develop new products to be better to the customers, who can provide integrated or related services such as financial and estate service. What s more, by using extranets can also help the company make sure the certain clients, which can be provided with access to the firm s internal systems which both adds value and lock clients to our service. Price 13

18 Chapters Chapter 3 - Impact of Technology on Marketing Research Internet allows a lot of information to help the customers choosing the product. On the one hand, internet helps the customers easier to compare prices to make a final decision. On the other hand, by the easy steps for the customers to compare the different products, the company needs to provide the same services at a lower price or increase the margins. Moreover, commoditization is often happening when the customers package new products and services together and offer them, via technology at a lower price. In addition, online payment is becoming more and more popular right now, it makes the customers more convenient to purchase products in a different place with a lower price, and it also makes company collect the cash quicker and cheaper for suppliers, again increasing the possibility of price productions. Internet Internet is also a great resource of information, which is allowing you to keep up with your competitors and client activities. Online surveys and polls can help the company yield a large amount of additional information from customers. It also means that all the companies have to do their best for service, product and after-sale service. If the company didn t acquire the good response from the customers, customers will post their comments on the company website and that can give the rest of customers a bad effect on the company s service. In addition, internet makes international selling easier than before, it can helps the small company have an opportunity to compete with the large companies and oversea company to enter the new market easier. Marketing research habits is developing day by day. On the other hand, industries are updating as well. Market research should be updated as the whole society and the whole industry is moving forward. Technology is influencing every industry out there and in some cases it makes things easy. In market research field, analysis of data and usage of technology is getting more and more attention all over the world. While analytic data and is getting more exact and right in to the point; using technology is making more sense. The area that market research is getting the most benefit is, the ways that data can be measured accurately and the accuracy of that data are evolving fairly quickly. Therefore, the new market research style by using high-end technology is faster, cleaner, more accurate and efficient. Usually a market research companies use open-ended data from their surveys and primary researches. They send the result to automated processing to identify the important keywords from every different region. Technology will help to sort the data and use it in the best way possible. Also technology is helping to have a better understanding and see a bigger picture of what market need. By using the micro view with the macro view approaches, market research team can have a more relevant result base of type of surveys that they have done. When micro level data is used in combination with macro social media data, a bigger picture is shown in the result. Market research is data collection, integration, analysis and then distribution of information generated. Main purpose of market research is to find consumer preferences, their purchase and consumption pattern. In recent years, Communication helps a business grow, and creates more convenient relationships between 14

19 Chapters Chapter 3 - Impact of Technology on Marketing Research corporations and consumers. Different Technologies, such as the Internet and mobile phones affect the way companies communicate with customers. People around the world get information and connect with other companies from their phones and computers. This will help consumers to collect useful information from the product that they are looking for. Communicating through social media sites such as Facebook, LinkedIn, Pinterest, and Twitter has become an integral part of our lives today. Social media brings out what s really inside a person. Social media has become a major source of primary data for market researches. Social media is becoming primary source of data for Market researches because firstly, audiences on social media websites update their status on their respective profiles regularly and social media has become a part of their lifestyle. Secondly, Online Market Research is very cost effective. Whenever a person likes a fan page or group on Facebook, it is automatically suggested to his/her friends, it makes it cost-effective source of advertising as well as data collection. Whenever people use some application on Facebook, they allow the application to access and use their profile information. So cost of collecting information becomes very low. Thirdly, it is very easy to reach your niche target as audience is divided on the basis of their fan page likes, groups and communities joined. So if you need to do some research on developers around the world it is easy to find them on various communities on social media websites such as Facebook, LinkedIn etc. Finally, The information people provide on their social networking profiles are mostly accurate. Indeed, it is safe to say that in the coming years, as more and more people have access to Internet, the significance of social media market research will only grow and other methods would probably cease to exist. Recently, with the development of Internet and application of advanced technology, market researchers rely on the use of professional online market research to gather information and analysis data. The purpose of market research is to improve the quality of product distribution and decision-making strategy; also it aims to solve the exist issues in product marketing and provides opportunity to recognize, collect, analysis and disseminate information systematically and objectively. The development trend right now is to do market research online; this quick and efficient method has been widespread use by companies. Compare to traditional observation and personal interview, online survey has these following advantages. Online research could make full use of Internet s openness, flexibility, equality, universality and directly to conduct market research successfully. Technology has ability to reach consumers at variety location without time or location limitation. It enables researchers to get customers direct response; meanwhile it gives consumers greater power to provide feedback of products and services. Also, Internet quickly communicates information and new to all part of the world, each user allows to participate vote activity and check results. Internet takes advantage of rapidness, accumulating and sharing with others. In addition, online researches improve the level of research performance and reduce the investment in human and material resources. During online survey, respondents can provide researchers personal opinions and suggestions, which can help reduce some investigation deviation caused by unreasonable research design. Furthermore, respondents voluntarily accepted online survey, they provide with very specific and target feedback. Generally respondent interested in content of the survey when they volunteered to accept the survey, they answer question relatively serious. That increases accuracy of further investigation and analysis. As we can see, online survey is beneficial for companies. The more the company understands customer s wants and needs, the more products and services deliver to them. 15

20 Chapters Chapter 3 - Impact of Technology on Marketing Research Advanced technology has greatly impacted marketing research due to the emergence of revolutionary new research tactics. Some of the emerging technologies relating to this include online search engines, biometrics, social media networks, mobile phones (GPS tracking), and improved computational speeds. Web based search engines have become an incredibly popular and useful tool with regards to obtaining secondary research data. Not only is there more information available and easier ways of finding it, but search engines themselves can even be utilized as market research tools by tracking and evaluating user search behaviours. Although leading search service providers such as Google do not alter placements in their search results for a profit, it is important to consider how the order of search results are determined and how this may impact the information being obtained (popular biases at top because of more hits ). As a result, web based search engines have impacted marketing research by increasing the quantity, changing the type, and decreasing the cost of information. Another technological advancement that has impacted marketing research is the use of biometrics as a research tactic. Biometrics is the automated identification or verification of a person made by comparisons of physical, physiological, or behavioural traits to a stored digital template. It is used by researchers in better observing and understanding the responses to the marketing material. The largest impact that biometrics has had on marketing research is that they now allow researchers to better study the emotional and subconscious responses of their subjects. This has lead to more accurate studies since researchers are now provided [with] valuable data that a subject might not be able or willing to express verbally. Social media has impacted marketing research as a new database for market researchers to analyze product trends based on sharing volume and the number of likes, favourites or re-tweets on Facebook, Instagram and Twitter. Companies with large followings of loyal customers on social media sites have even been able to take on previous roles of market researches by simplifying asking questions on their Facebook pages. Mobile phone marketing research has evolved as well from using simple text messaging as a means to performing surveys to the use of smartphone GPS to ask location specific questions and even track subject movements (mobile ethnography) in order to determine optimal product placement strategies. Lastly, improved computational speeds have lead to more optimal pricing and targeting strategies by providing sellers with more advanced tools for analyzing market research data. Sellers have also benefited from these advancements since they now have more ability to offer customizable product offerings. Works Cited New Market Research Methods and Techniques. Web log post. My Market Research Methods. WordPress, 23 Jan Web. 06 June < Shugan, Steven M. The Impact of Advancing Technology OnMarketing and Academic Research. 16

21 Chapters Chapter 3 - Impact of Technology on Marketing Research Marketing Science 23.4 (2004): Print ng/ 17

22 Chapters Chapter 4- Ethical Issues in Marketing Research Chapter 4- Ethical Issues in Marketing Research By: Kimia, Mateo, Miguel, Sunny and Ray When it comes to marketing research, there are certain do s and don ts that should be considered when collecting and delivering findings. This following chapter will discuss various different ethical issues that occur in market research and suitable approaches for analyzing the collected data. What is Ethics and How Does it Apply to Market Research In the case of market research, ethics can be defined as the moral principles that are recognized when performing market research. It is the rules that guide us for right and wrong. Although the MRIA has established practices on how research should be conducted, unfortunately these guidelines are not always followed and there are often cases where data was collected in unethical ways. Ethics applies to market research in various ways. Data could not only be collected unethically, but also presented and analyzed in a way that does now comply with industry standards. For example, a market researcher could be collecting data and could change the results of their findings in order to better prove their hypothesis on the matter. In marketing research, ethical issues and concerns are common. Some of the more common issues are as follows and will be discussed in further detail throughout the chapter. Privacy and Confidentiality Honesty in collecting, analyzing and presenting data Responsibility of researchers Privacy and Confidentiality Privacy and confidentiality can have several connotations as it can relate to different areas, some of which include financial, medical, political, governmental and legal issues, among others. In marketing research, privacy and confidentiality generally involves: the participants right to decide whether to obey with the investigator s request, their right to be debriefed about what is involved in their participation, the extent to which personal information is collected, the disclosure and retention of personal information, and adhering to codes of conduct and laws that dictate how to properly manage participants privacy and keeping their information safe and confidential. The first issue involves giving participants the right to choose if they want to be part of the research and that they have the right not to answer questions they do not want to answer. Often, participants do not know that 18

23 Chapters Chapter 4- Ethical Issues in Marketing Research they have this right and think it is their obligation to answer anything the investigator asks them. This is often the case when partakers are older, uneducated or underprivileged so as ethical researchers, it is our duty to inform them about their entitlements. Participants also must be informed about what is involved in a given investigation. For example, they must be debriefed at the end of a study, especially if an experimental manipulation is used. They must be informed of one-way mirrors, microphones in the room or projective techniques been used as to not to invade their privacy. Similarly, if confidentiality about respondents personal information is promised but not kept, their right to safety will be breached. There are types of personal information that can often be associated with invasion of privacy. A researcher therefore must be aware that asking participants questions about their sexual orientation, religion, political affiliations or income can be seen as discriminative or irrelevant thus invading their privacy. If such questions are necessary to the study, it is important to explain participant the relevance of these questions and to warrant them that such information will be kept anonymous and confidential. Codes of conduct from marketing research associations as well as provincial and federal laws decree standard practices on disclosure and retention of personal information. The Marketing Research and Intelligence Association (MRIA) is a Canadian not-for-profit association representing all aspects of the market intelligence and survey research industry (MRIA) that dictates standard marketing research practices. Their 2000 members must adhere to their privacy code. Some of their principles about disclosure and retention of personal information include: Principle 4 Limiting Collection of Personal Information The MRIA will limit the collection of personal information to that which is necessary for the purposes identified by the MRIA. The MRIA will collect personal information by fair and lawful means. Principle 5 Limiting Use, Disclosure, and Retention of Personal Information The MRIA will not use or disclose personal information for purposes other than those for which it was collected, except with the consent of the individual or as required or permitted by law. The MRIA will retain personal information only as long as necessary for the fulfillment of those purposes. (Standards) As we can see, respecting respondent s privacy and keeping their information confidential plays a big role in being ethical when doing marketing research. As researchers, it is important to be aware of our duties and obligations with the people we interview or observe. We must let them know of their rights: right to choose, right to safety and right to be informed. Finally, we must also respect the information they contribute for a given investigation by managing it well and by keeping it secure and confidential. Honesty in Presenting and Analyzing Results 19

24 Chapters Chapter 4- Ethical Issues in Marketing Research Analyzing results is the procedure of assessing, illustrating, and reviewing data by using statistical and logical techniques. To curb the misleading of marketing research and errors of statistics, it s necessary for researchers to honestly present and analyze results. The reports should be written in a way that is logical and persuasive. Both primary data and secondary data can be used for presenting and analyzing. Secondary data may be brought into the analysis to help find results. However, in order to avoid unreliable information, researchers need to consider the following items: 1. Specification and methodology used. 2. The dependability of the source must be seen. 3. Is the data current? 4. Does it apply to the time frame you re interested in? Responsibility of Researchers Individuals all have responsibility to ensure that they have ability to meet the goal of research when they work with a research project. Responsibility of researchers plays an important role in research project, and it can help the people perform the project efficiently. Researchers who are working on a project need to have the following responsibility: 1. Conducting the research 2. Ensuring the outline is on the track 3. Protecting the confidential data 4. Recording any events Researchers have overall responsibility for the project and accountable to the employer of the research; therefore, they are required to provide appropriated management to all working, ensure all the date is appropriated, and report any of misconduct. Works Cited Enis, Ben Enis M., and Kenneth J. Roering. Review of Marketing Google Books. N.p., n.d. Web. 07 June Marketing Research and Intelligence Association (MRIA). Marketing Research and Intelligence Association (MRIA). N.p., n.d. Web. 07 June STANDARDS. MRIA STANDARDS. N.p., n.d. Web. 07 June Zikmund, William G., and Barry J. Babin. Essentials of Marketing Research. N.p.: n.p., n.d. 69. Print. Quinn, Michael J. (2009). Ethics for the Information Age. ISBN

25 Chapters Chapter 5- Research Proposal Chapter 5- Research Proposal By: Ramin Sheikhmanesh, Sep Saidi, Hao Zhang, Christa Wong, and Maria Kristina Moyo A Marketing research proposal is known to be a plan that recommends and offers ideas for performing and conducting research. The research is usually dependent on the field in which the proposal is written. By looking at a market research proposal, we can be informed of the who, what, where, when and the how of the research along with the information and costs related with it. A Marketing research is vital in all businesses and looks to categorize and discover the variables that influence a business s product or services. These variables consist of buyer s attitude, behaviors and habits, competition and the market s needs. Before commencing any definite market research,we are required to write a complete proposal. This proposal outlines and highlights the objectives, purpose and goals of the research. Businesses frequently find themselves in difficult situations and must come across dependable answers to key questions to be able to make the right choice and decision (Paul). When writing a research proposal, there are elements and key points which we must consider when structuring it. 1. Introduction The first element in writing a research proposal is the Introduction. In the introduction, we must introduce and identify the research subject to the audience and determine why it is taking place. The introduction is supposed to be as brief as possible. Narrowing the specific area of our concern will logically lead to the crack in the research which we aim to fill. Once the crack is recognized, a research question will then be made and the answer to this question is called a Thesis Statement. (Delahousay) At the beginning of the proposal the Introduction will explain the objectives and goals of the research in addition to any theories the research is trying to prove. 2. The Research Question (Current Situation) This element helps us write down the products or service s problems and needs. This stage states the objectives of the research and what is presently recognized about the problem. Research question should not and will not necessarily be a question, but somewhat a statement and declaration of a problem which needs to be investigated (Bonita). However, it could also be expressed in the form of a question or a formal hypothesis. 21

26 Chapters Chapter 5- Research Proposal 3. Purpose of the Research One of the main reasons of research proposal is to identify the purpose of the marketing research and clarify the goal of research. In addition an overview of the goal of the research and what is evaluated should be addressed in this section. The purpose of design is approximately 3 to 5 statements long and should clarify the purpose and aim of the research (Oswami). Also research objectives such as expectations, perceptions, and what you need to know can be stated in the purpose section. Purpose of research can vary based on the type of research done. For example a qualitative research focuses more on evaluating, exploring or understanding a new product or an analysis, whereas a quantitative research focuses on measures, records and secondary data (The University of Edinburgh). 4. Research design Research design is the blueprint and framework of the research conducted. In order to have a successful and relevant survey, research design plays a key role to gathering the necessary information. The primary step to conduct a research design is to find the most suitable survey method. Furthermore descriptive, exploratory and casual researches are the marketing design categories. However in the research proposal, design should be detailed and the plan should be clear. The time conducted, number of questions, format of the survey should be clarified in the research design. The format of the questionnaire can be qualitative or quantitative using direct such as in person interviews or indirect such as online surveys. Also design can include secondary or primary data collection. An example of the question can be shown in the proposal to address the format and method of the survey. The main focus of research is to target the representative group of the survey (Bradley). 5. Sample design Determine the sample size The size of the sample depends on the type of the research such as quantitative research, qualitative research or mixed model. The balance between the resources available and the accuracy of the resources are essential as well such as the need to verify if the census data is coming from the government or nongovernment organization. Clarify the sample techniques: Probability or Nonprobability 1. Probability sampling is stronger in comparison but it is difficult to obtain a complete and accurate list of target population. 2. Nonprobability sampling relays more of the personal preference of the researcher. As a result, we may or may not represent the population well. It is hard to know how well it is done. Figure 1 below shows a diagram of the classification of sampling techniques. 22

27 Chapters Chapter 5- Research Proposal Figure 1- Sampling Techniques (Shukla) In general, researchers prefer probability or random sampling methods over nonprobability methods and consider them to be more accurate and rigorous. However, in applied social research there may be circumstances where it is not practical to use random sampling (Naveen 4). 6. Data gathering Primary data In a survey, questionnaire & pilot testing method are used to reach the information needed. 1. Personal interview takes time and it is more complicated. But it is detailed and reliable. 2. Telephone interview is quick and relatively inexpensive and allows the possibility of follow up. The population however, is not full-scale and representative because not everyone has time to receive a telephone interview call. (CATI becomes quit popular recently.) 3. Mail interview provides cost advantages especially if the interview and the questionnaires are fairly long. However, mail interview has a relatively low response rate. 4. Online interview provides the fundamental advantage of all the offline methods and adds the interactivity and speed that other methods cannot reach (Shukla 48). Observation methods are extremely useful in collecting behavioral data as opposed to attitudinal data. These 23

28 Chapters Chapter 5- Research Proposal methods allow marketers to collect data on what people actually do, rather than what they say they will do. They help to reduce recall errors, biases and refusals from responses. On the other hand, one of the major limitations of observation methods is the inaccurate prediction of large consumer groups. Plus, it is hard to interpret certain behaviors (Shukla 52). Some observation methods include disguised, undisguised, structured and unstructured observations. Secondary data Secondary data are information gathered for purposes from available information like previous studies, official statistics, etc. They are not directly completed by researchers. They are collected by researchers or agencies. Secondary data can be less valid but still important because sometimes it is difficult to obtain primary data in such a short period. They are easy to access and cost less. So where do we get these secondary data? There are two main sources: published printed sources and unpublished personal records such as books, journals, e-books, websites, weblogs, diaries, government records and so on (Naveen 3). 7. Data Analysis & Processing ( Data Processing ) Data analysis is the process of systematically applying statistical and/or logical techniques to describe and illustrate, condense and recap, and evaluate data. Data processing is a process used to enter data into a computer in order to summarize, analyze or convert it into other usable information. Both techniques are interrelated as information needs to be analyzed and processed for the data to be applicable. Data analysis determines whether the data collected is useful and presents us information the can be appropriate to the project. There are two types of methods that can be used for data analysis descriptive and inferential ( Data Processing ): Descriptive: A method of data analysis where data collected is described. For example, a research done on the preference of e-books and paper books can be summarized into grouping categories. Inferential Data Analysis: A method used to generalize about a population based on a sample. An example of this is when we use a sample of students from University to generalize the popularity of e-books amongst University students 8. Report Preparation ( Acquisition.gov ) The report will include all the information that you have gathered. It could be presented in a written document or oral presentation. Several topics it should cover include research objective, scope, hypotheses, methodology, findings, and limitations. The report should be presented in a convincing manner to the client to demonstrate that the findings can be useful to the client situation. Figure 2 below is a guideline as to what a research report should include (please click on image to enlarge): 24

29 Chapters Chapter 5- Research Proposal ( Acquisition.gov ) 9. Budget and Time Schedule It is important to include the proposed budget in the marketing research proposal. Many times marketing managers and market researchers have different ideas of how much it will cost to conduct marketing research studies. Marketing research as a whole is very important to marketing managers because its findings Figure Research ReportMarketing managers estimate how much marketing research studies will cost. improve2-decision making. However, if they are on a tight budget, they only have a certain amount of money to spend for marketing research studies. In this section of the marketing research proposal, a market researcher includes a detailed list of costs that will be incurred in working on the marketing research study; for example, the hourly rate multiplied by the number of hours. The marketing manager may or may not agree with the suggested costs that are stated on the proposal, in which case the market researcher may negotiate with the marketing manager until they can agree on a price. Figure 3 below shows an example of a suggested budget for a marketing research study based in UK. Figure 3- Budget Example 25

30 Chapters Chapter 5- Research Proposal (Bradley 8) The time schedule includes information such as how long it will take for the market researcher to finish the marketing research study and when are the reporting and presentation dates. It states the type of report to be made whether it is verbal or written. It also identifies the audience of the presentation whether it is a group of people or an individual. Chapter Summary and Conclusion Marketing managers work with market researchers in order to make better decisions. After finding out the problems and needs of the marketing managers, market researchers prepare marketing research proposals, which highlight key information and the following process of the marketing research studies: The market researcher introduces the purpose of the research or the objectives by defining the problem He or she then identifies the type of research design that will be used on the sample The sample is selected on either a probability or non-probability basis The market researcher gathers, processes, and analyzes data He or she prepares a report and presents the recommendations to the marketing manager In the market research proposals, the market researchers also include the costs that will be incurred by marketing research studies as well as the time it will take to complete the studies. Works Cited Bradley, Nigel. Examples of Marketing Research Proposal. - Marketing Research Process.N.p., 08 June 26

31 Chapters Chapter 5- Research Proposal Naveen, Ibranhim. Primary and Secondary Data. Slidshare. Web. 07 June Oswami, Jyotishman. HOW TO: Write a Market Research Proposal. B2B Marketing. NCT at De Montfort University, n.d. Web. 08 June Shukla, Paurav. Essentials of Marketing Research. 1st ed. N.p.: n.p., n.d. Bookboon.com. Web. The University of Edinburgh. Guidelines on Writing a Market Research Brief. N.p., n.d. Web. Acquisition.gov/sevensteps/library/AFmarket-research.pdfacquisition.gov/sevensteps/library/AFmarket-rese arch.pdf. Reading. Bonita,Kolb. Marketing Research: A Practical Approach. Marketing Research & Analysis 22 June 2008 Data Processing Jobs and Projects. Freelancer.com. N.p., n.d. Web. 05 June Delahousay, Jay. Writing a Marketing Research Proposal. Business & Entrepreneurship. N.p., 6 May Paul T. P.Wong, Ph.DC.Psych Research Director. How to write a Research Proposal. Personal meaning 10 September

32 Chapters Chapter 6 - Surveys and Questionnaires Chapter 6 - Surveys and Questionnaires Not currently available 28

33 Chapters Chapter 7 - Sampling Approaches Chapter 7 - Sampling Approaches By: Stephanie Aditadwinanti, Jing Jia, Frank Lee, Trevor Lee & Farhan Mohamed Importance of sampling in marketing research Sampling is an important part of conducting marketing research. Sampling is, essentially, selecting a smaller group (the sample) to act as a representative of an entire larger group (the population). While it may not be apparent, sampling occurs when many decisions are being made. The use of sampling is seen on a frequent basis, for example in public opinion surveys during elections. Where a population of one million people is too large to even consider surveying, a sample of a much smaller group will be selected to come up with a generalization of the entire population. It is assumed that the results from the sample are a representation of the characteristics of the population. When advertisers and marketers target customers, they need to know what the customers want, think and how they will react. Rather than researching the entire population, the use of a sample size of customers is a cheaper, faster, and more practical way to understand that target population. Classification of sampling techniques Coming up with a sampling technique is a very important step in research design. There are two sampling designs: probability and nonprobability sampling design. Probability sampling is when each member/unit in the population has an equal chance of being selected. Whereas, non-probability sampling sees assumptions made by researchers about the population that they think make the result of the research more accurate. Probability sampling techniques: Simple random sampling Systematic random sampling Stratified sampling Cluster sampling Non-probability sampling techniques: Convenience sampling 29

34 Chapters Chapter 7 - Sampling Approaches Judgement sampling Quota sampling Snowball sampling Probability Sampling Techniques Simple random sampling Simple random sampling is a procedure that assures each element in the population has an equal chance of being selected. Meaning that the population of the research is derived from dividing equally into females and males. Simple random sampling is committed when researchers investigate the equal population between females and males in a particular place. For example, assume Capilano University has people in total including staff and students, divided equally into females and males, and researchers would like to select 1000 people for further study for who prefer to use textbooks and who prefer to use e-books. Not only does each person have an equal chance of being selected, researchers can also easily calculate the probability of given people being chosen; this means every student or staff in the school as 10% or 1/10 chance of being selected using this method. Conceptually, simple random sampling is the simplest method of the probability sampling techniques. Advantages Free of classification error Requires minimum advance knowledge of the population other than the frame. Relatively easy to interpret and collect data Best suits situations where not much information is available about the population Disadvantages Difficult to conduct if the size of the population being studied is large Needs a lot of time and money 30

35 Chapters Chapter 7 - Sampling Approaches Systematic random sampling Systematic random sampling is a statistical technique which involves the selection of elements from an ordered sampling frame. Marketing researchers usually use this method for its simplicity and its periodic quality. The first step of systematic random sampling is that researchers use numbers to select an integer being less than the total number of individuals in the population. After selecting an integer as an interval, the second process is that researchers then to pick another integer that serve as the constant difference between any two consecutive numbers. For example, researchers estimate total population of 8500 people in Capilano University and need 15 subjects and first start off with 200. Then, they pick interval of 9 and the number continues so on by adding 9. Marketing researchers find this method simple to use and be able to do manually. Advantages It is simple to apply for research Allows researchers to add a degree of system into random selection of subjects It assures that the population will be evenly sampled Disadvantages Causes errors in sampling It requires time to apply Stratified sampling Stratified sampling is a procedure that is used when there is a considerable amount of diversity within the target population. The first process in stratified sampling is to divide the population into mutually exclusive groups based on a similar characteristic, which are called strata. The second step is to then do a simple random sample group that is chosen independent from each strata group. Stratified random sampling can also be broken down into two types: proportionate stratified sampling and non-proportionate stratified sampling. For proportionate random sampling the sample size is determined by the strata population compared to the target population. An example would be if you were interviewing Capilano University students and you organized them into three different stratas based on three different faculties. The larger of the three faculties would be sampled more heavily compared to the smaller stratas. In comparison, non-proportionate sampling is independent of the proportion to the total target population. 31

36 Chapters Chapter 7 - Sampling Approaches Advantage Gives a good understanding of each strata group, as well as its unique characteristics. Disadvantage It is difficult to identify the correct stratifying variable. Cluster sampling Cluster sampling is a procedure that is very similar to the process of stratified sampling. In cluster sampling, the first step is similar in that you also divide the population into mutually exclusive groups called clusters. The second step is then to select a cluster using simple random sampling. The major difference in cluster and stratified sampling is that only the cluster that is chosen is used for further sampling instead of getting samples from every single cluster. Also, the main purpose of cluster sampling is much different that stratified sampling as it puts more focus in increasing sample efficiency and decreasing costs. One of the main ways that cluster groups are determined is by using geographic areas. Say for instance there are three different streets: Main Street, Commercial Street, and Broadway Street. All of the residents from each street would be a part of their own separate cluster. Advantage Reduced costs Disadvantage Each cluster may not be a true representation of the population Nonprobability sampling techniques Convenience sampling Also known as an accidental sampling, is the process of collecting non-probability data in a convenient ways. Means the data collection is already available and the population is close to hand. The researchers are randomly choosing people who are available to participate in the research study without having specific characters. Convenience sampling is usually used in field study of sociology, psychology, and political science, as well as in biology. For instance, a researcher who graduated from Capilano University is 32

37 Chapters Chapter 7 - Sampling Approaches interested in studying the use of cell phone during class time among students in Capilano University. He asks permission to one of his professor in Capilano University to spare 15 minutes of the class session and he uses only the students in that class as the sample. His research is purely using subjects that are convenient and readily available. The result of this study would not be represent all students in Capilano University and consequently the researcher would not be able to get his findings to all Capilano students. Advantages The data can be gathered faster than other sampling process Easy to get the respondent as it is a random data collection process without any specific characteristics Allows the researcher to use basic data from what they have been studied Disadvantages The result might not represent the whole population There is a possibility of a biased outcome Judgement sampling Judgement sampling is a non-probability sample, selected base on the opinion of the researchers. This type of sampling usually used when the researchers need to collect fast data from specific population. The researcher s judgment of the selected population make this method has high liability of error and to bias with the response. Judgment sampling is normally used in various studies. For instance, a researcher would like to make and experiment on Internet usage. It would be difficult to get random participants in general public. In this case the sample is taken from a group of people with an offer payment to give their time for the sampling process. Advantages Less time consuming and cost of sampling People who are participate in the research know the material of the research so it will be easier to have the expected answer Disadvantages 33

38 Chapters Chapter 7 - Sampling Approaches The result can be bias and stereotypes which may misrepresent the result Selected group of people may not represent all the population Quota sampling Quota sampling is a non-probability sampling technique. Quota sampling select the sample has the same proportions of individuals as the entire population with same characteristics (race, gender, age) or focused phenomena (frequency purchase, satisfaction level). Quota sampling is a two-stage restricted judgment sampling. In first stage, researcher need set up a restricted criterion. And in second stage, researcher select on the respondents basic on their judgments and case requirements. Quota sampling is an ideal technique for a study to investigate a trait or a characteristic of a certain subgroup. Quota sampling is also committed to observe the relationship between subgroup. For instance, some studies focus on research the traits of a certain subgroup interact with other traits of another subgroup. Quota sampling is best choosing for such studies. Quota sampling is used in interview selections, product selections, marketing strategies and most elements of business running. For instance, we want to know if the instructors attitude about using e-textbook relate to their generations. Assuming Capilano University has total 60 instructors. We divide the 60 instructors to three different generation groups and each subgroup has same members. After completing interview, we can know the relationship between instructors generation and attitude of using e-textbook. Advantages Preventing decisions to be polluted by unnecessary input Saving money when time is an issue Be quick and easy to arrange. Disadvantages Limits your decisions Not allow much variety Not possible to assess sample error as it is not random Snowball sampling 34

39 Chapters Chapter 7 - Sampling Approaches Snowball sampling is a non-probability sampling technique. Researchers usually use this type sampling to identify potential subjects in studies where subjects are hard to locate. In other word, if the sample of the study is quite rare to find, snowball sampling can help the researcher observe the initial subject of the study. The process of snowball sampling can be worked like chain referral. The researcher selects one subject and asks for this subject nominates another subject with the same trait as the next subject. The research will repeat this step until obtaining sufficient number of sample. Advantages Allows the researcher to reach populations that are difficult to sample when using other sampling methods Cheaper, simple, cost-efficient Disadvantages Be little control over the sampling method, easy to out of control. Representativeness of the sample is not guaranteed Easily cause Sampling bias Selecting an appropriate sampling technique There are many variables that come into play when considering which sampling technique should be used when conducting research. All of the techniques have their own advantages and disadvantages so it is up to the market researcher to determine which is more suitable for each situation. The selection process for choosing an appropriate sampling technique also depends on what the objectives are for the research; whether it is qualitative or quantitative data. The timeframe and the accuracy of data have an effect as well on what kind of techniques should be used. In more accurate sampling methods, researchers are more likely to use probability techniques to compile data. By looking at all of these factors it is up to the researcher to select the sampling technique that best suits their needs. Conclusion Throughout this chapter, focus was put upon one of the most important issues in marketing research. Sampling affects everyday decision making, therefore, it is important for researchers to understand all of the processes that go into this technique. Sampling can be split into two different techniques: probability sampling techniques and non-probability 35

40 Chapters Chapter 7 - Sampling Approaches sampling techniques. Probability sampling techniques can be viewed as more accurate in comparison with non-probability sampling techniques, but are more intensive with cost and time involved. Probability can be further divided into simple random sampling, systematic sampling, stratified sampling, and cluster sampling. Non-probability can be divided into convenience sampling, judgement sampling, quota sampling, and snowball sampling. The selection of the most appropriate sampling technique depends on many different variables, such as the available resources, the degree of accuracy, the timeframe, and the importance of the decision making process. Bibliography Castillo, Joan Joseph. What is Sampling? 21 February Easton, Valerie J. & McColl, John H. Sampling. 5 June Shukla, Paurav. Essentials of Marketing Research. Paurav Shukla & Ventus Publishing,

41 Chapters Chapter 8 - Determining the sample size Chapter 8 - Determining the sample size Chapter 8 Sample Size Determination Introduction What is a sample size? What does it have to do market research and the population that is involved in the research? Why is sample size important? These things are all looked into through various methods. The sample size itself is dependant of the budget and degree of confidence in the sample size. The reliability, sampling error, and confidence levels of a sampling are all dependant on how much time, money, and effort the researchers would like to invest. The sample size is a very crucial part as the research must be based on a feasible amount of samples; in other words, there cannot be too little of a sample size or too large of a sample size, it must be between the two extremes and at a optimal point in order for the research to be successfully done. Purpose of Sample Size Determination The purpose of sample size determination is to determine what percentage of a population should be reached for information and data collection. Sample size determination is an important step in planning a statistical and professional marketing research; it can help researchers identify the research project and accomplish it successfully. As the researchers, it is necessary to provide the relative information, such as data analysis and questionnaire surveys, in order to determine the sample size. The main purpose of sampling size determination is to reduce the need for empirical observation; asking yourself, how can a small group can be a sample without losing its serviceability? In other words, what is the smallest number of test subjects in a group which can be enough to provide responsible data? Actually, the aim of sample size determination is being able to plan the studies of statistical data analysis on how many subjects are needed to achieve a desired precision. Factors Determining the Sample Size The key to any qualitative and quantitative research is to generate enough data so that the objective(s) of the study are satisfied. Therefore, it is essential to obtain an appropriate sample size that will generate sufficient data. Sample size is often determined by, but is not limited to the following factors: The purpose and expected results of the research (Shukla 58) The type of study that is being done for example qualitative studies and case studies tend to use very small samples however, descriptive studies and correlational studies often require very large 37

42 Chapters Chapter 8 - Determining the sample size samples (Nisha 8) The degree of variability in the population the more the variability, the larger the sample size will need to be (Shukla 58) The likely response rates if these are believed to be low, the sample will need to be larger (Nisha 7) The required limit of accuracy or sampling error the higher the accuracy, the larger the sample size is required (Shukla 58) The required level of confidence that the results will fall within a certain range a higher level required, the larger the sample size is required (Shukla 58) The incident rate of the characteristic being researched if this is common, the sample may be smaller (Nisha 7) The number of subgroups with the data the smaller groups will have larger sampling errors and a larger sample might be needed to ensure that subgroups can be effectively analyzed (Shukla 58) Budget always a factor in marketing decisions; the higher the sample size, the greater the cost (Nisha 8) Timings the larger the sample size, the longer it takes to gather data and complete the analysis (Nisha 8) The risks attached to any decision the greater the risk, the higher the level of accuracy is required (Nisha 7) The nature of the research may indicate complex analysis of sub-samples (Shukla 58), for example women as opposed to men buying a certain product; if this is the case the sub-samples need to be large enough to ensure statistical reliability Sub-Sampling Sizes Definition of subsampling: second round sampling based on the original sample. It can be once or more than once. -Generally, subsample size must be smaller than parent sample. Bid size makes small deviation with the parent sample; small size makes big deviation with the parent sample. A group of subsampling improves the small size subsample deviation problem. -Sometime, subsampling size need to focus on the research topic of the parent sample. For example, the topic is average income after tax in the USA. Then the population in different state is different, therefore, base on the population rate of each state, make different size of subsamples. It makes the analysis outcome more close to reality. Table 1. relationship between total population, sample, and subsamples. *The biggest circle is total population; the medium size circle is sample, the three small circles represent subsamples. 38

43 Chapters Chapter 8 - Determining the sample size Why subsampling? -When the parent sample has large size. Under this situation, random samples are used for sampling, subsampling would be an equivalent way to improve statistic and analysis efficiency. For example, researcher gathered street questionnaires which with the topic diet structure (vegetarian or not) in age range in BC ; randomly pick 500 survey as a subsample; we believe the result of the subsample can represent the sample s analysis outcome, deviation is existing but acceptable. In this position, if more than one subsample are taken, the results between subsamples are very close. -When the sample contains hierarchical structure. For example, a research topic structure of income after tax in Canada ; researchers need to classify interviewees into different categories, such like rich, middle class, normal workers, people with no job. Subsamples are taken from each category, and each subsample narrows down the topic and helpful for further analysis the research topic. Preliminary Sampling Purpose of Preliminary Sampling Pretesting is an important step in determining the sample size of a population. It gives researchers an idea of what results to expect and how to construct the sample in order to obtain results that are accurate and interpretable. For example, pretesting of a sample size is commonly used in studies that use questionnaires to obtain results. Questionnaires as data collecting method are prone to many problems such as the misunderstanding of the questions, confusion over a specific word, navigation from question to question, and the overall formatting of questions. Researchers hope that by conducting a test run, they can make the necessary adjustments in time for the real test (What Is A Survey). Benefits of Preliminary Sampling There are many benefits to conducting a preliminary sample. First, preliminary sampling helps confirm that the population being observed is also the one being sampled and that its distribution is being measured. Second, preliminary sampling helps reduce the amount of useless data collected, which can be commonly collected through ill sample preparation and ineffective equipment. This will help save time when collecting and organizing data and ensure that the labour hours are instead being put to use in other more important tasks. Lastly, any issues regarding the sampling design or methods used during the process that become apparent during the pretest can be modified to achieve the most accurate results during the actual sampling process (Preliminary Sampling). 39

44 Chapters Chapter 8 - Determining the sample size What is a sample size? A sample size is the number of respondents needed in any given study to give an accurate representation of the attitudes, opinion, beliefs, habits or characteristics of a given population. The appropriate sample size to be used is directly related to the type of research that is being accomplished. The accuracy of the research conducted tends to improve as the sample size increases. If your sample size is too small, your findings may misrepresent the population but if your sample size is too large, you could waste valuable resources. The Confidence Level The confidence level reflects the certitude that the answers of the sample truly reflect the answers of the total population. (Israel) Most often, a 95% confidence level is sufficient for making business decisions. However, some companies choose a 90% confidence level due to timing, budgets, and response rates. (Israel)Confidence intervals give us an estimate of the amount of error involved in our data. They tell us about the precision of the statistical estimates (e.g., means, standard deviations, correlations) we have computed. (Israel)Confidence intervals are related to the concept of the power. The larger the confidence interval the less power a study has to detect differences between respondents in survey research. (Israel) Here are the z-scores for the most common confidence levels: 90% Z Score = % Z Score = % Z Score = The formula for confidence interval is thus as follows: Finding Error or Confidence Interval When sample data is collected and the sample mean is calculated, that sample mean is typically different from the population mean.(how to)this difference between the sample and population means can be thought of as an error. (How to) The margin of error is the maximum difference between the observed sample mean and the true value of the population mean: 40

45 Chapters Chapter 8 - Determining the sample size where: is known as the critical value, the positive Z value that is at the vertical boundary for the area of in the right tail of the standard normal distribution. is the population standard deviation. is the sample size. Sample Question: Solution: (Rumsey) 41

46 Chapters Chapter 8 - Determining the sample size Sample Question: Solution: Substituting in the formula, one gets which is rounded up to 60. Therefore, to be 99% confident that the estimate is within 1 year of the true mean age, the teacher needs a sample size of at least 60 students. (Bluman) Determining Sample Size for a proportion The population of interest has certain characteristics that appear within a certain proportion p. To estimate p we draw a representative sample of size n from the population and count the number of individuals (X) in the sample with the characteristic we are looking for. This gives us the estimate X/n. That is: total number of successes/total number of observations in the sample. 42

47 Chapters Chapter 8 - Determining the sample size Sample Question: (Anderson) Works Cited Anderson, David R., Dennis J. Sweeney, and Thomas Arthur Williams. 8 Interval Estimation. Essentials of Modern Business Statistics. Australia: South-Western / Cengage Learning, Print. Bluman, Allan G. 7 Confidence Intervals and Sample Size. Elementary Statistics: A Brief Version. Boston: McGraw-Hill/ Higher Education, Print. How to Determine Sample Size, Determining Sample Size. ISixSigma. N.p., n.d. Web. 10 June <http :// Israel, Glenn, D. Determining Sample Size. PEOD6/PD006: Determining Sample Size. University of Florida IFAS Extension, June Web. 9 June < Rumsey, Deborah. How to Calculate the Margin of Error for a Sample Mean. How to Calculate the Margin of Error. Statistics For Dummies, 2nd Edition, n.d. Web. 10 June

48 Chapters Chapter 8 - Determining the sample size < Sample Size: Simple Random Samples. Sample Size: Simple Random Samples. Stat Trek, n.d. Web. 10 June < Preliminary Sampling. Preliminary Sampling. Integrated Publishing, n.d. Web. 04 June < What Is A Survey. WhatIsASurvey.info. N.p., n.d. Web. 05 June < Shukla, Paurav. Essentials of Marketing Research. Ventus Publishing Aps, D., Nisha M. Research Sampling. Indian Streams Research Journal 2.10 (2012): Academic Search Complete. Web. 7 June

49 Chapters Chapter 9 - Measurement and Scaling Chapter 9 - Measurement and Scaling In research terms, measurement is the assignment of numbers or other symbols to characteristics of objects according to certain pre-specified rules. *An important note is that researchers do not measure objects but some characteristics of it. Researchers do not measure consumers but their perceptions, beliefs, attitudes, preferences, and so on. The idea of assigning numbers can be helpful in two ways in accurate understanding of a phenomenon; (1) it allows statistical testing, (2) it helps facilitate easier communication as people have a clear idea with regard to what 10% or 20% means worldwide. *Numbers provide objectivity in understanding a phenomenon ß this is essential to effective decision making. Scaling is an extension to the process of measurement. The process of assigning a set of descriptors or rules to represent the range of possible responses to a question about a particular phenomenon. *Successful measurement of a phenomenon requires the researcher to gather appropriate raw data. Scales of measurement: fundamental properties (4) Mathematical theory, there are four scaling properties that a researcher can use in developing scales: Assignment, Order, Distance, and Origin. Assignment Property: also known as description or category property. This refers to the researchers employment of unique descriptors, or labels to identify each object within a set. Order Property: refers to the relative magnitude between the descriptors. The relative magnitude refers to three basic properties of any object mathematically. EX: If A and B are both objects there are three possibilities: (1) A is greater than B, (2) A is lesser than B, (3) A is equal to B. Order property helps in identifying these properties. Distance Property: refers to a measurement scheme where exact difference between each of the descriptors is expressed in absolute. 45

50 Chapters Chapter 9 - Measurement and Scaling Origin Property: a measurement scheme wherein exists a unique starting point in a set of scale points. The origin property refers to a numbering system where zero is the displayed or referenced starting point in the set of possible responses. important note: the more scaling properties that can simultaneously activated in a scale design, the more sophisticated raw data. As a scale design includes more scaling properties, it increases the amount of raw data that can be collected by the researcher. Primary scales of measurement (4) - The four primary scales of measurement: nominal, ordinal, interval and ratio. Nominal scale: The most basic of four scales of measurement. Numbers serve as labels or tags for identifying and classifying objects. In marketing research nominal scale is used in identifying respondents, products, attributes and so on. Nominal scale is also used for classification purposes in marketing research where scaled numbers serve as labels for classes or categories. *important note: only a limited number of statistical processes such as percentages, mode, chi-square and binominal tests can be carried out using nominal scale based data. Ordinal scale: the structure of ordinal scale activates both the assignment and order scaling properties. The ordinal scale allows respondents to order their response in a hierarchical fashion. In marketing research, ordinal scale is used to create various lists such as fortune 500 and best 100 companies to work with, etc. Interval scale: An interval scale possesses assignment, order and distance properties. Therefore an interval scale provides a researcher all the information of an ordinal scale, and at the same time, allows comparison between different objects. Interval scale is most appropriate when the researcher wants to collect state of behavior, state of intention data. Ratio scale: contains all four scaling properties (assignment, order, distance, and origin). Therefore in ratio scale, we can identify or classify objects, rank the objects, and can compare intervals or differences. Ratio scale is the most sophisticated of all scales and it enables the researcher not only to identify the absolute differences between each scale point but also make the absolute comparisons between responses. In research marketing, ratio scale is used when measuring variables such as sales, cost, customer numbers and so on. All statistical techniques can be applied to ratio scale based data. 46

51 Chapters Chapter 9 - Measurement and Scaling Comparative and non-comparative scaling The scaling techniques regularly employed in marketing research can be classified into two basic strands (1) comparative scaling (2) non-comparative scaling. Comparative scaling is used for comparison between stimuli, whereas non-comparative scaling involves each stimulus object being scaled independently of the other objects in the stimulus set. The resulting data in non-comparative scale are assumed to be interval or ratio scaled. Non-comparative scaling techniques involve continuous rating scales as well as itemized rating scales. Comparative scaling techniques An advantage of comparative scaling is the easy application by researcher and easy understanding by the respondent. Comparative scaling involves fewer theoretical assumptions however as the data gathered using this technique is mostly ordinal it lacks distance and origin properties and therefore, does not provide possibility of carrying out various advance statistical techniques. Paired comparison scaling: In paired comparison scaling, respondents are asked to choose one among two alternatives on a selected criterion. The data obtained from paired comparison scaling is ordinal in nature. Rank order: ranking a specific set of stimuli on a predefined criterion. Constant sum scaling: respondents are asked to assign a constant sum of units to a specific set of stimulus objects with respect to some pre-defined criterion. 47

52 Chapters Chapter 9 - Measurement and Scaling Q-Sort: can be called an extension to rank order scaling. It uses rank order procedure in which objects are sorted into piles based on similarity with respect to some pre-defined criteria. It provides grouping according to the respondents preferences among a relative larger number of objects quickly Non-comparative scaling Respondents answering non-comparative scale based questions do not compare the object being rated either to another object or to some specified standard. (They evaluate only one object at a time.) - Non-comparative scaling involves two techniques namely: continuous and itemized rating scales. - Itemized scales are further divided in Likert, semantic differential and stapel scale. Continuous rating scale (graphic rating scale): respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme criterion to the other - Once the respondent provides the rating on the line, the researcher divides the line into as many categories as desired and assigns scores based on the categories into which the ratings fall Itemized rating scale: involve selection of a specific category out of various categories pre- defined by the researcher. * Itemized scales are widely used in marketing research. i. Likert scale: one of the highly used scales in marketing research which focuses on degree of agreement or 48

53 Chapters Chapter 9 - Measurement and Scaling disagreement. - Scale is named after Rensis Likert who developed the scale - A typical Likert scale constitutes of five items ranging from strongly disagree to strongly agree pro: ease of development and understanding con: take much time to complete as respondents have to read each statement and provide a response relating to it ii. Semantic differential scale: a seven-point bi-polar scale in comparison to Likert s five-point scale. One of the advantages of semantic differential scale is the improved design wherein the negative and positive aspects related to a stimuli object can be interchanged on right and left side. iii. Stapel Scale : consists of a single criterion in the middle of an even-numbered range of values, from -5 to +5, without a neutral point. The scale is generally presented vertically. - The advantage of Stapel scale is that it does not require any phrases to achieve bipolarity as required in semantic differential scale. - Of all the itemized rating scales, Stapel scale is least used in the field of marketing research Selecting an appropriate scale Important decisions while constructing these scales: 1. Length of scale: Researchers over the years have suggested appropriate length be anywhere between five to nine scale points. 2. Balance of scale: favorable and unfavorable categories are equal however; sometimes-unbalanced scales are also used. 3. Forced scale: vs nonforced scale: important when researchers are asking respondents about sensitive issues. 4. Scale description: words and the presentation may discourage respondents engagement Scale Evaluation 49

54 Chapters Chapter 9 - Measurement and Scaling Researchers have identified various sources of error in measurement. These include: a. Respondent error: respondent characteristics such as intelligence, education can affect the test score. b. Short-term personal factors: such as fatigue, stress, anxiety c. Situational factors: such as noise in the surroundings, presence of other people d. Clarity errors: such as poor framing of question or scale e. Mechanical errors: such as poor printing, recording error and poor design f. Interviewer error: interviewer differences and their bias in interviewing g. Analysis error: inappropriate methods of analysis used. - Researchers have defined errors in two broad streams namely, systematic error and random error. Systematic error affects the measurement constantly while random error, as the name suggests is random in nature. - To avoid such errors and control the research process, after developing an appropriate scale, researcher must assess the scale on three dynamic constructs: validity, reliability and generalizability. Validity can be measured by examining content, criterion and construct validity. Construct validity is divided into three parts convergent, discriminant and nomological validity. Validity: a scale is defined as the extent to which differences in observed scale scores reflect the true differences among objects on the characteristics being measured. - By testing validity researcher can decide is the scale measuring what it is meant to measure. i. Content validity: refers to the content of the scale. - Involves a subjective but systematic evaluation of how well the content represents the task at hand. - Being a subjective evaluation technique it is not considered a sufficient measure of the validity of a scale ii. Criterion validity: refers to examining whether the measurement scale performs as expected in relation to other variables selected as meaningful criteria. 50

55 Chapters Chapter 9 - Measurement and Scaling iii. Construct validity: the bridge between theory and the scale. It explains the questions of what construct or characteristic the scale is measuring and what deductions can be made concerning the theory underlying the scale. Construct validity is classified into three parts: convergent, discriminant and nomological validity. i. Convergent validity: focuses on how well the scale s measurement positively correlates with different measurements of the same scale. ii. Discriminant validity: refers to the fact that the scale being investigated does not significantly correlate with other constructs that are operationalized as being different. iii. Nomological validity: allows researchers to evaluate how well one particular construct theoretically networks with other established constructs that are related yet different. Reliability: relates to consistency of results over a period of time. - A scale is called reliable if it produces consistent results when repeated measurements are made. - Systematic errors do not have an effect on reliability however random errors do. Reliability can be measured by examining test/retest reliability, alternative forms reliability and internal consistency reliability. i. Test-retest reliability measurement: same respondents are administered identical sets of scale items at two different times (usually 2 4 weeks). - The degree of similarity between the measurements (measured through correlation between both measurements) determines the reliability. - The higher the correlation between the two measurements, the higher the scale reliability. ii. Alternative forms reliability: two equivalent forms of the scale are constructed and then the same respondents are measured at two different times. iii. Internal consistency reliability: used to assess the reliability of a summated scale where several items are summated to form a total score. - Each item in the scale must measure part of what the scale is developed to measure. - Various techniques such as split-half reliability or coefficient alpha (also known as Cronbach s alpha) are used to measure internal consistency reliability. - Split-half reliability the scale is broken in two halves and the resulting half scores are correlated. - High correlation between the two halves shows higher internal consistency. - In case of coefficient alpha the average of all possible split-half coefficients is calculated. - The value beyond 0.7 suggests acceptable internal reliability. 51

56 Chapters Chapter 9 - Measurement and Scaling Generalizability: refers to the extent to which one can generalize from the observations at hand to a universe of generalizations. Measurement Scales. Monash University. N.p., n.d. Web. 06 June 2013 Li, Jessie. (2013). A Future Market Researcher. Market Research Methods 101: Level of Measurement. Retrieved June 1, 2013 Shukla, Paurav. Essentials of Marketing Research May 2013 < 52

57 Chapters Chapter 10 - Data Preparation and Preliminary Data Analysis Chapter 10 - Data Preparation and Preliminary Data Analysis Data Preparation and Preliminary Data Analysis by Jordan Beckett, Leo He, Ellie Kamkar, Leah Toth, Ranran Xie, Jiaqi Yu, Ruobing Zheng Introduction Data Preparation and Analysis Data preparation and analysis is an important part of the conducting market research process. In reality, it is the point of doing market research in the first place in order to collect the raw data obtained by the research process, format it in an understandable and meaningful way, and correctly interpret the results. Data preparation and analysis is a multistep process, in which each step commands equal amounts of attention and time in order to emphasize the significance of the entire operation. Data must be first collected, and then most appropriate collection method is determined. There are number of different options, as each chosen method will depend on the type of information needed. Data must then be organized and presented in a logical and concise manner with outliers and faulty logic. Preliminary analysis of the data can take place after, where techniques such as standard deviation and skewness add some degree of substantive and quantitative opinions to that. Researchers can then begin to formulate their overall opinion on the data and form a qualitative opinion on the research. Eventually, if the research is conducted successfully and properly, the original question or questions the researchers set out to answer will be answered. Ideally enough contexts are presented in the findings so that a proper conclusion could be determined, and the appropriate responses and reactions could then take place. 53

58 Chapters Chapter 10 - Data Preparation and Preliminary Data Analysis This chapter will examine and outline in more detail about the exact processes and methodologies that should be undertaken in the data preparation and analysis stage of the marketing research. Data Collection One of purposes of marketing research is to use the collected information for predicting and making decisions. Thus, data collection is the first step of success and usually takes place in the early stage of the project improvement. Basically, a data collection plan includes the following activities: 1. Pre-collection activity: Estimate goals, Select and fieldworker, and prepare guidelines. 2. Data Collections: Interviews 3. Present findings: Data Analysis Before collecting data, pre-collection is one the most vital steps in the whole process. It is always decent to plan everything in advance. Otherwise, the interview will be discounted as the consequence of poor arrangement. After the setup work is completed, the rest of process can be carried out in a structured, systematic, and scientific way. (Business Marketing Research and Data Collection) Once all the information has been collected, researchers need to put all the information together and make further analysis. The key of data preparation is to convert raw data into a usable data for analysis. The analysis and results rely on the quality of data. The first step is to enter all of the data into the database. Therefore, they are all formatted in the same pattern and are organized properly. Well-organized data can effectively save a lot of time and avoid any mistake and confusion. For majority of the research, information comes from different sources at different time, such as face-to-face interview, observation testing, and on-line survey. The appropriate processes of measurement include: data entry, coding, editing, checking and update correction. Once data has been collected, researchers need to enter them into the data file. Most people use computerized database program such as Microsoft Excel, and statistical programs such as SPSS. The collected data is better kept for a reasonable period of time since the data analysis always needs to trace back to the original format for some important studies. Keeping good record of database is a good start for 54

59 Chapters Chapter 10 - Data Preparation and Preliminary Data Analysis research analysis. (Data Preparation) Once all of the information has been entered, it needs to be verified, checked, processed, and tabulated. Checking the accuracy of data can be time consuming; nevertheless, it affects the overall quality of subsequent analysis. Otherwise, wrong information may lead to incorrect decisions and increased workload. The traditional way of verifying accuracy can be accomplished by spot-checking a random group of data. The better method of checking accuracy is using specialized computer program that will cross-check and eliminate data that are entered twice. Unfortunately, utilizing these computer programs requires a substantial period of time for training. Data preparation process Our researchers spend a lot of time to collect the data through face-to-face interview, telephone interview, and interview. We need to make sure that the data is useful for the plan, so the appropriate instrument is carefully crafted to generate the data that can be ultimately be transformed into the knowledge. Generally, the data preparation process can be described as the following seven steps: 55

60 Chapters Chapter 10 - Data Preparation and Preliminary Data Analysis 56

61 Chapters Chapter 10 - Data Preparation and Preliminary Data Analysis In addition, not each step will require in every marketing research, and it will base on the situation. Preliminary data analysis Descriptive statistics is the first stage of data analysis. It describes not only the characteristics of the data, but also provides the initial analysis of any kind of violation. In addition, descriptive statistics allows researchers to point out specific research questions. Most of the advanced statistical tests are sensitive to violations in the data. That is why this particular analysis is extremely useful and important. Researchers can obtain where and how the violations is occurring within the database by using the descriptive test result. There are many terms that measure the descriptive statistics, such as standard deviation, skewness, range of scores, kurtosis, and mean. Furthermore, this type of statistics can be determined by descriptive, frequencies, or SPSS command. SPSS (Statistical Product and Service Solutions, SPSS Statistics) is a widely used statistical analysis software package. Moreover, SAS, Stata, Minitab are also popular statistic analysis technique software. 57

62 Chapters Chapter 10 - Data Preparation and Preliminary Data Analysis The primary scales of measurement include nominal, ordinal, interval, and ratio. All measurements are separated into two different categories: categorical variables (non-metric data) and continuous variables (metric data). Categorical variables include nominal and ordinal, contain gender, marital status and other basic variables. On the other hand, continuous variables include interval and ratio, contain length, distance, height, and temperature. It is important to classify the data into either categorical or continuous variables, because we need to use the appropriate test for analysis. The technique for analyzing categorical data that is most frequently used is the chi-square test for independence. For statistical analysis of continuous data, there are some tests such as hypothesis test, sign test, and analysis of variance. Figure 7.1: Descriptive Analysis Process 58

63 Chapters Chapter 10 - Data Preparation and Preliminary Data Analysis The mainstream views of the stages in preliminary data analysis include exploratory analysis, deriving the main findings, and archiving. Exploratory data analysis (EDA) is the stage where anomalies become evident. It usually overlaps with data cleaning and shows up limitations in contingent questions. EDA allows the subsequent deriving stage of the main findings to be relatively quick, uncontroversial, and well organized. Furthermore, the purpose of deriving the main findings is to clean the version of the data. Analysis files can also be divided into consistencies and inconsistencies. On the other hand, deriving the main findings can generate the summary findings, relationships, models, interpretations and narratives, as well as the first recommendations for research users. The third stage is archiving. Usually surveys are complicated due to the analysis that covers only a fraction of a different content. In the achieving stage, data processors can keep all the non-ephemeral material relating to their efforts to acquire information. Data analysis techniques Plainly stated, data analysis is the process of taking raw data and turning it into useful information. There are several ways that data can be analysed; however, some techniques work better with certain studies than others. Data analysis ranges from very simple studies such as simple deviations, which includes using 59

64 Chapters Chapter 10 - Data Preparation and Preliminary Data Analysis techniques like the mean, median and mode to extremely intricate analysis methods such as mathematical modelling, which includes methods such as linear regression. The main methods of data analysis include: Simple and complex deviations Data models Social indicators Mathematical modelling Simple and complex deviations include methods such as defining the mean compared to a more complex deviation of determining the expectation of life. Data models include such graphs that would show the population estimation and other items being studied. Data analysis using social indicators that include the use of such techniques such as unemployment rate, ageing population and life expectancy. Lastly, mathematical modelling is used to display more complex findings such as factor analysis. Data can be analysed using methods that include univariate, bivariate and multivariate analysis. Univariate analysis is used when a single variable is analysed on its own. It is used for more simple testing analysis by employing techniques such as averages and variances. Multivariate analysis is the most common method for analysing data because it utilizes multiple analysis techniques to examine a set of data. This technique involves comparing two or more variables to see if there is a relationship among them. Techniques that are used to assist in multivariate analysis include degree of relationships such as collations. It is important to note that when analysing the data from the studies conducted, it is common to require secondary statistical data. Usually, data and information are taken from the National Statistics Offices (NSO). The NSO collects and compiles an assortment of statistical and information. The examples are: StatsCanada for Canada, Central Statistics Office for Ireland, and U.S. Bureau of Labor Statistics for the United States. Figure 7.2: Classification of Univariate and Multivariate Techniques (Shukla) 60

65 Chapters Chapter 10 - Data Preparation and Preliminary Data Analysis Conclusion 61

66 Chapters Chapter 10 - Data Preparation and Preliminary Data Analysis In conclusion, data preparation and analysis is the critical process when conducting the marketing research. By collecting the raw information and processing the data through the research process, we can logically comprehend the facts and correctly substantiate the results. It is now understood that every step in the marketing research, data preparation and analysis, has its own steps in each stage. This multi-step process is used to predict market trends. It also allows people, companies, and organizations to make decision with foresight. As observed in this report, data collection is the first step where we set up pre-collection activity, conduct the data collection methods, and present its findings. After the work setup is completed, the rest of process can be carried out in a structured, systematic, and scientific way. (Business Marketing Research and Data Collection). Data preparation is an indication of converting raw data into usable data for analysis. Data comes from a variation of sources at random times through the observation testing, face to face interviews, phone interviews, surveys, and online questionnaires for some examples. Finally, the data is entered, checked for errors, verified, processed, charted and then computerized using Microsoft Excel, SPSS, or other statistical programs. With successful completion of the steps above, we achieve the means to determine, and describe the characteristics of the found data providing analysis, as well as allowing researchers to point out the specific research questions. By using descriptive test results, we recognize where and how violations occur within the database, and measure the descriptive statistic through standard deviation, skewness, range of scores, kurtosis, and mean. EDA (Exploratory Data Analysis), allows the subsequent stage of deriving the main findings to be relatively quick, uncontroversial, and well organized. In the stage of EDA, anomalies overlap with data providing limitations on contingent questions. As surveys are complicated and covering only a fraction of different subjects, naturally the final stage of descriptive statistics is archived in places like the National Statistics Office for future comparison and analysis. Fundamentally, data preparation and analysis in its final stage can be analysed using methods that include univariate, bivariate and multivariate analysis. As outlined, the main methods of data analysis used for determining results are, data models, social indicators, mathematical modelling, and simple and complex deviations. In summary, in this chapter we outlined details of data preparation, discussed exact processes in analysis, and presented alternative methodologies that should be undertaken in the data preparation and analysis stage of marketing research. Work Cited Shukla, Paurav. Data Preparation and Preliminary Data Analysis. Essentials of Marketing Research, Web 20 may Panyakhom, Dusit. Business Man Writing Data Analysis. N.d. Photograph. 123RFWeb. 22 Jun < 62

67 Chapters Chapter 10 - Data Preparation and Preliminary Data Analysis Business Marketing Research and Data Collection.. N.p., n.d. Web. 7 Jun 2013.< Data preparation. web. 8. June < Data Preparation. socialresearchmethods, n.p, n.d.web. 16 Jun < Data Preparation, Interpretation and Analysis. esurveyspro. n.p Web.16 June < Krishnaswamy, K. N., Appa.I.S and Mathirajan.M. Management Research Methodology: Integration of Principles, Methods and Techniques. India: Pearson Education, 2006l.Print. Module 5: Data Preparation and Analysis. uniteforsight. n.p, n.d. Web. 17 June < Qin,L. and Mintram,R.C. Preliminary Data Analysis Methods in Software Estimation. Software Quality Journal. Vol.13 (2005): Reddy,A.T. Data Collection and Preliminary Data Analysis. Applied Data Analysis and Modeling for Energy Engineers and Scientists (2011): Richard Pink 7 Steps to Prepare Data for Analysis Web Surveys. Accessed March 2, < Straub, Detmar, David Gefen, and Marie-Claude Boudreau (2004). The ISWorld Quantitative, Positivist Research Methods Website, (Ed) Dennis Galletta,Last updated: January 7, < Trochim, W. M. K. Data Preparation Research Methods Knowledge Base 2nd Edition. Accessed 2/24/09 < 63

68 Chapters Chapter 11 - Report Preparation & Presentation Chapter 11 - Report Preparation & Presentation Coming soon 64

69 Appendix A - Primary Data Research Tactics Primary Data - Field Experiment Appendix A - Primary Data Research Tactics Primary Data - Field Experiment Field Experiment by Victoria Negus Field Research is the compilation of fresh information gathered from the public either by personal interviews or on the telephone. This type of field research is known as survey. Observation field research is just that, watching how people react in a given situation, for example in a store. Where would be the best place to locate your product? Another approach is consumer panels where people are assembled to try and evaluate a product. An example of this could be a new food line. Market testing is using a sample market to evaluate how a product sells. In my opinion field research is useful because it is company or product specific and reflects current opinion and desires. Once a Corporation identifies a problem, wishes to launch a new product, or investigate why they are losing market share, a field study is conducted. The first step is to design an appropriate questionnaire. Once this has been written and tested the field study can be conducted. However, it is very rare that primary data is collected by the person designing the research. Specific agencies or members of the research department are the collectors of the data. Sometimes issues arise from the ethics involved in, and the process followed in fieldwork. Proper recruitment of personnel eliminates these issues. There are four stages in the process of the collection of information. Selection of fieldworkers Training of fieldworkers Supervision of fieldworkers Evaluation of fieldwork an fieldworkers (2/37) Before selection starts the researcher must be clear as to the suitability of a fieldworker for a specific study. This is particularly important in research that involves personal and telephone interviews. The interviewee must be comfortable when working with the fieldworker. Fieldworkers often work without supervision, therefore it is essential they are well trained and reliable or the data collected is impacted. Fieldworkers have to be trained by the researcher in regard to what the questionnaire and the study aim to achieve. (2/37). Not all fieldworkers are familiar with the research process and if the training is not done correctly interviews may not be carried out in the appropriate manner. Notes taken from the interviews must also be crafted properly as the notes are passed to the researcher for interpretation. If for some reason a fieldworker is unethical in making notes and for example writes notes without making contact with the public, then the whole process is ruined. The first writing submitted are jot notes, these are notes made immediately in the field. Field Notes proper are later prepared using the jot notes and should be very detailed. Other impressions can be conveyed to the researchers by separately submitted notes. Guidelines have been prepared by the Researchers for the fieldworkers asking questions. They include: 65

70 Appendix A - Primary Data Research Tactics Primary Data - Field Experiment Be thoroughly familiar with the questionnaire. Ask the questions in the order in which they appear in the questionnaire. Use the exact wording given in the questionnaire. Read each question slowly. Repeat questions that are not understood. Ask every applicable question Follow instructions and skip patterns, probing carefully. (2/37) Fieldworkers should also receive instruction in probing techniques. With careful probing the respondent can be motivated to respond. Probing can also help the respondent focus on the issue at hand. However, it is possible that a side effect of probing could be bias and that would impair the process. Therefore, Fieldworkers should also be trained in probing. Measures for probing include: Repeating the question Repeating the respondents reply Boosting or reassuring the respondent Eliciting clarification Using a pause (known as a silent probe) Using objective/neutral questions or comments. (2/38) Instruction on how to record responses is also important because the responses are forwarded to the research department for follow up. It is also important for them to know how to close out an interview politely in order to keep the interviewee friendly for future research. If well trained, a fieldworker becomes a crucial asset to the research process. However, most fieldworkers are paid hourly and often paid minimum wages. The Researcher has to remember that their motivation will be different from their own. Therefore, supervision should be in place to ensure that the fieldworkers are following their training. Supervision also has advantages because it can influence the quality and control of recording answers, avoiding cheating, and facilitating ethical standards. Evaluation of fieldwork, and fieldworkers, is important. This evaluation covers the authenticity of the answers received to the questionnaire. It is not unusual for the Researcher to call up to twenty percent of the people who responded to ascertain if in fact the calls were made. In addition the researcher or supervisor is then able to ask sample questions from the questionnaire to ascertain that the recorded answers are accurate. When evaluating the field working personnel, areas that should be taken into consideration are the amount of expenses incurred; what success they had in gaining responses from the public; their ability at conducting an interview and finally the accuracy of the data they have supplied. When done well, accurately and ethically fieldwork is an important and integral part of Market Research gaining important information for the future decisions necessary to build the marketing strategy. Work Cited: 66

71 Appendix A - Primary Data Research Tactics Primary Data - Field Experiment Shukla, Paurav. Essentials of Marketing Research: Part I. Essentials of Marketing Research: Part I. Ventus Publishing ApS, Web. 29 May Inc. Performance Management. Inc.staff, 10 May Web. 31 May Field Research 123HelpMe.com. 31 May 2013 Field Research. Wikipedia. Wikimedia Foundation, 16 May Web. 03 June

72 Appendix A - Primary Data Research Tactics Primary Data - Field Trials Primary Data - Field Trials By. Trevor Lee Using intuition and instincts have always played a role in business, but in today s business world it is no longer enough as there is too much risk involved with potential losses and competitors using all types of research to gain an advantage. This is where market research comes in. Market research is, the process of collecting and analyzing information about the customers you want to reach, this information allows you to make informed decisions and help create a business plan (allbusiness, 2013). Marketing research also falls into two different categories: primary and secondary. Primary research involves, collecting original data about the preferences, buying habits, opinions, and attitudes of current or prospective customers. One of the more popular forms of primary research is the use of field trials. Field Trials can be described as a testing of a new product or service under real conditions to identify and solve any technical shortcomings before more money can be invested in the marketing and development. There are several benefits in using field trials at all levels of businesses. The first benefit of field trials is many businesses and entrepreneurs are investing more and more in market research to test whether the products and services they are developing are in demand, because if they are not this allows them to potentially avoid spending millions of dollars on unsuccessful products. The research also allows them to further develop the products and services to meet the needs of customers on areas where improvement is needed and getting suggestions on where they need to improve. The field trials also allow businesses to focus in on their target market without getting data from members outside of the target group. An example of a field trial, would be the use of a cereal company making two different packaging styles and delivering each one to limited market stores where their individual sales can be measured. A real life example was used in Barack Obama s first presidential campaign, Obama used an A/B testing, to optimize his campaign donation page. Some website visitors would see one image and others would see a different image. The webpage team would then be able to measure which image was resulting in more donations, and they would quickly decide to use the more favorable image for all users. This allowed Obama to maximize donations in the most efficient way (market research methods, 2011). As you can see by using field trials effectively you can benefit tremendously, by saving money and further advancing yourself past other competitors in the market. It is also key that corporations try to build strong relationships with store owners and websites so they can use these outlets to test out their products. Although there are many advantages in using field trials for businesses, they must also be aware of the disadvantages as well. In the course of using a field trial, market researchers must be aware of the market that they are analyzing, and whether others outside of the target market are participating in the analysis. If they are this could drastically effect the result and could lead to an inaccurate result. This is why it is extremely important for market researchers to set up specific standards to receive the most accurate results for the company they are working for. Also, the speed of the field trial may not allow for the quickest of results, so its key to be patient in letting the field trial work itself out. 68

73 Appendix A - Primary Data Research Tactics Primary Data - Field Trials When companies use field trials in an appropriate and well-thought matter, this will often lead to the successful implementation of the product or service that they are trying to introduce to the market. Also, to avoid inaccurate results its key for market researchers to outline specific guidelines to follow to generate the most accurate information to help make the best decisions. Using this form of market research is always quantitative in nature so its important that companies use analysts to understand the information gathered and use it in the most effective ways. Works Cited The Five Basic Methods of Market Research. All Business. Business Inc, 20 May Web. 3 June An overview of Market Research Methods. My Market Research Methods, 6 October Web. 3 June

74 Appendix A - Primary Data Research Tactics Primary Data - Focus Groups - In-Person Primary Data - Focus Groups - In-Person What is a focus group? A focus group is one of the most common qualitative research tactics used today. The reason for conducting a focus group is to stimulate dynamic conversations, which leads to discovery, exploration, direction and depth about topics (Focus Group Tips). A focus group is conducted with a small group, usually ranging from 8 12 respondents; however, depending on the purpose of the research, smaller or larger groups may be more appropriate. During a focus group, an informal, free-flowing discussion will take place that will offer the researchers a wider range of opinions, giving them more accurate and more specific results than the average research tactic. The discussion will be lead one or several moderators. The time of the focus group often ranges from 1 3 hours depending on the size of the group and the amount of goals and topics. The more passionate the respondents are about the subject, the more opinions and ideas the researchers will gather, and the longer the focus group will take. You may want to consider a time limit as not all people will be willing to spend hours of their day in a discussion. Focus groups can be conducted face-to-face, on the telephone, or online. Face-to-face focus groups are the most common and most preferred because they allow you to see respondent s expressions during the discussion. The major goal of any focus group is to provide as much information as possible to the decision maker regarding the issue at hand (Shukla 35). A good moderator should be prepared with questions to keep to discussion going to ensure that they get all of the information needed for their client. Advantages: There are many advantages to focus groups which makes it still very popular today. The main advantage to focus groups is that it is one of the best ways to get an accurate sense of what consumers are thinking. Focus groups are a great way to generate new creative ideas and thoughts. Using a focus group can help in decision making because it provides more content than a typical survey would; the results of a focus group are generally more in-depth than they would be by using other research tactics. Focus groups also are more interactive and may be more enjoyable for participants due to the social aspect. In specific cases of marketing research, the focus group can take place in a one-way mirrored room, allowing the client to be more involved and listen to the focus group without making the participants uncomfortable. This allows the organization to have more interaction with consumers and provides immediate feedback. Another advantage is the group setting; the people participating may actually encourage others to speak up and give their honest opinions. Disadvantages: There are also disadvantages to using a focus group. It may be difficult finding willing participants due to time, length or location or the focus group as well as ethical issues such as confidentiality. It is important to get accurate results and therefor it may take more time to find a diverse group of people. Using groups of friends or people of the same demographics may be easier and may make people feel more open however this causes a major issue with bias representation of the population. In this case, you make need to conduct many 70

75 Appendix A - Primary Data Research Tactics Primary Data - Focus Groups - In-Person more focus groups in order to get accurate results; this may be time consuming. As well as being time consuming, a focus group can be more costly than other research tactics. Another downside to focus groups is that analyzing the results may be more difficult and will take more time than a survey would, for example, due to the greater load of information. Another issue with most research tactics is data reliability and participant honesty. While a group setting may encourage participation, it could also cause people to hold back their opinions if group members are too overly opinionated. In cases like these, people may just agree with the group instead of giving their honest opinion in order to avoid being the odd man out. How to conduct a focus group: After choosing the focus group tactic, the participant selection process should begin. In order to get an accurate representation, you may choose to create several diverse groups. For convenience, you may wish to conduct a focus group among a group of friends; in this case, you will need to conduct several more focus groups representing different demographics to avoid biased results. Choosing more dynamic or diverse may require more work for the moderator keeping the group on task and under control. Moderators have a huge role in the focus group. Moderators should lead the group discussion and redirect it when necessary. The moderator will also need to keep people engaged and make them feel comfortable to share their opinions. They should be prepared with questions to keep the dialog going. Depending on the situation and the participants chosen, the moderator may be more or less involved. In cases where there are more dominant personalities, the moderator should step in to ask the opinions of those with less outgoing personalities. The moderator will often be accompanied by one or two observers that will take notes, help with other recording equipment, or ask the occasional question to the group (Focus Groups 188). The moderators and observers should work together to get the most information out of the participants as possible. Works Cited Focus Groups and Group Interviews. Research Methods and Methodologies in Education. Ed. James Arthur, Michael Waring, Robert Coe, and Larry V. Hedges. SAGE, Google Books. Web. 03 June Shukla, Paurav. Essentials of Marketing Research June What Is a Focus Group? Focus Group Tips. N.p., n.d. Web. 03 June

76 Appendix A - Primary Data Research Tactics Primary Data - Focus Groups - Online Primary Data - Focus Groups - Online By Adam Myron Online focus groups are conducted in a very similar way as the more standard style of focus groups that are conducted in person. A moderator still meets with a group of respondents and leads an open ended discussion; however, online focus groups can be conducted in a more convenient and more affordable way. The specific process of conducting a typical online focus group is as follows: 1. A moderator will prescreen several potential respondents in order to ensure that those chosen meet all the necessary requirements and can truly represent the target group. 2. Following the prescreening, 8 to 10 people are chosen to be respondents and they are asked to log on to conferencing software at a specified time in order participate in the online focus group. 3. Once the group conference call has begun, the moderator leads a discussion, most commonly by asking a set of pre-set questions. The discussion usually takes about an hour to complete and respondents often receive compensation for their participation. Online focus groups can be very effective for gathering research on consumers as well as other businesses. By conducting focus group research online rather than in person, participants can be chosen from all over the world and the business conducting the survey is able to save on what would otherwise be an impersonal phone call or a large travel expense. Another advantage of conducting this type of research online is that respondents usually participate in an environment where they are comfortable, most commonly from their home or office. This allows them to feel more at ease in comparison to the way they would feel having to meet in the facilities that most focus group take place. Although the typical online focus groups can be quite time consuming and costly in comparison to a research method like surveying, it also tends to provide data that is more accurate and more useful than the average survey. One of the reasons focus group data tends to be of such high quality is because of the time taken to prescreen all potential participants. This ensures that all subjects that participate properly represent those who the research firm has the greatest interest in, the target market. Furthermore, the ability for subjects to take part in a focus group from the comfort of their home tends to result in higher quality data than a focus group taking place in a facility. This is because subjects tend to me more honest and less reserved when responding to questions. I feel that focus groups are one of the best methods of collecting market research when it comes to gathering information on new products or testing fresh advertising ideas and promotional concepts. Due to the prescreening that is done to find the best candidates to participate, the first-hand and impulsive reactions of the participants often coincide with the way the majority of the firm s target market would react. A newer, less typical type of online focus group is beginning to emerge. It s an unmoderated online focus group in which only one participant is required. This participant is free to react naturally to an advertisement, website or some other form of media while sitting in their home or office. While the participant is interacting with, or reacting to, the media in front of them, a webcam records their face. At the same time, the activities 72

77 Appendix A - Primary Data Research Tactics Primary Data - Focus Groups - Online taking place on the participant s monitor are also being recorded. This results in a video displaying both the webcam video and the recording of the participants actions on the monitor playing simultaneously. Before the subject leaves, he or she may be asked to answer some post task survey questions. This new type of online focus group was first introduced by the website userlytics.com and was originally created to study website usability and user experience field. However, since its introduction, the uses of this research technique have expanded to include prototype testing, ad campaign feedback, website testing and software testing. I believe the newer style of unmoderated online focus group which only requires a single participant is a very effective market research tool. As this style of focus group is based solely on the subject s response to a particular form of media, it is a research method that I feel would be best used to measure the effectiveness of an advertisement or to test the functionality of a website or new type of software. The participant s webcam, which could be recording a negative reaction to an advertisement, or a display of frustration in an attempt to navigate around a website too difficult to use. This is often more useful than any kind of response a subject could give to a question being asked by a moderator during a standard focus group study. To conclude, assuming the client has a substantial budget allowing them to conduct an online focus group study, I would highly recommend for them to do so. The information a business could collect on a new prototype or advertising campaign could be used to refine the product or campaign to reach customers needs more effectively. In the event that the feedback from the focus group is negative, the firm may decide to throw out the idea of the new product or new campaign all together, which in turn could save them a substantial amount of money. Works Cited Civicom. Civicom, Inc., Web. 03 June < Group Quality. GQTool Ltd., Web. 03 June < Groups Plus Web. 01 June < Online Focus Group. Wikipedia: The Free Encyclopedia. Wikimedia Foundation, Inc., 16 Feb Web. 1 June < Userlytics. Userlytics Corporation, Web. 02 June < 73

78 Appendix A - Primary Data Research Tactics Primary Data - Interviews - In Depth Primary Data - Interviews - In Depth In-depth Interview Article By: Sandy Truong and Stephanie Aditadwinanti In-depth interview is one of ways to gather qualitative data method analysis. It is a private and confidential conversation between an interviewer and a respondent. This method is very useful to collect detailed information about a person s thoughts and behaviors. It will be very practical to be used in a specific conversation such as a sensitive, controversial and tabooed topic. In-depth interview is preferred to be use when the interviewer has enough budget and time to do the interview. Stages of doing in-depth interview 1. Thematizing: Clarifying the purpose of the interviews and the concepts to be explored. 2. Designing: Laying out the process through which you ll accomplish your purpose. This should also include ethical considerations. 3. Interviewing: Doing the actual interviews. 4. Transcribing: Creating a written text of the interviews. 5. Analyzing: Determining the meaning of the information gathered in the interviews in relation to the purpose of the study. 6. Verifying: Examining the reliability and validity of the information gathered. 7. Reporting: Telling others what you have learned or discovered. Advantages: 74

79 Appendix A - Primary Data Research Tactics Primary Data - Interviews - In Depth In-depth interview is usually have a high response rate from the respondents. The questions in this type of interview can be asked in an informal ways. The interviewers can also use the same method to ask every questions so it will be easier for the respondents to answer. Also, with a private interview, the respondents will not be influenced by other people in terms of answering the questions. Disadvantages: It will require more time for data collection if compared to an online survey or telemarketing survey. In-depth interview is also highly cost, the interviewers have to make a lot of preparation, including the plan of the in home visit for interview (if the respondents are not in the same area), the questions to be asked, the equipments needed (tape or video recorder), and the process of collecting and implementing the data. The in-depth interviewers have to prepare the questions they want to ask in advance. The questions should be topical themes; means the questions should be base on the specific topic the interviewer want to know from the respondent s point of view. They have to use a transition to ask every question. Finally, the interviewers have to make a conclusion at the very end of the interview to clarify with the respondents. While doing the interview, interviewers have to be careful and understand possible response they may get, such as the extensiveness of the respondent s response, the deepness of the response from the respondent and the degree of how the respondents enjoy answering the questions. In-depth interview mostly taken place in a private home, where the respondents are in their comfort zone and can be comfortable to respond to the comprehensive questions. It is usually takes about 1 to 2 hours of recorded tape or video interview with permission from the respondents and will be deleted 6 months after the interview. 75

80 Appendix A - Primary Data Research Tactics Primary Data - Interviews - In Depth In the field of research there are two approaches: Primary Research and Secondary Research. Primary research means gathering information straight from the original source as opposed to collecting information from already existing sources. Primary Research is then further divided into Qualitative Methods or Quantitative Methods. Whichever method the researcher decides to carry out depends on what they re searching for. If one were interested in artistic and expressive matters they would use the qualitative method. On the other hand, quantitative methods encourage intention or logic responses. The in-depth interview research technique is considered a qualitative method that provides the researcher with primary data. Different benefits in different situations I believe the in-depth interview method is generally a very useful marketing research tactic IF it is used in the right situation. 1. Right off the bat, the name speaks for itself. In-depth interview provides detailed and thorough information Situation: If one has the time to sit down and ask an abundance of questions that requires precise answers then this method is your go-to; as opposed to a telephone interview 2. Demonstration that require visuals Situation: This method works best if the researcher plans on presenting graphics. 76

81 Appendix A - Primary Data Research Tactics Primary Data - Interviews - In Depth 3. In-depth interview makes it easier to gather sensitive information Situation: Part of qualitative method focusing on emotional and delicate questions. In settings where the researcher is required to address subtle issues, this method works best. The person being probed cannot simply hang-up the phone or not responds to the if he/she refuses to answer. Since the interview is face-to-face, it is much easier to ask these kinds of questions. 4. Assurance that the right person is being questioned Situation: What better way to confirm this than seeing the person face to face? Once again, this research works best if the questions are intended for a specific person. The online, mail or telephone research method is probably the least preferable method when it comes to this factor. As stated before, the in-depth research is valuable and beneficial if it s used in the appropriate scenario. Not so suitable scenarios 1. Low budget Situation: Small companies often have little money to spend on marketing research. If this were the case then in-depth interviews would not be ideal. In-depth interviews could be relatively expensive because of the amount of time it requires. 2. Time of essence Situation: Although the researcher accumulates the information as the interview is taking place, it is still time consuming. Most interviews could take 15 minutes up to an hour. After all interviews are done, the researcher then has to compare the results. Therefore, if time is an issue then this approach is not suitable. 3. Interviewer s professionalism Situation: Asking certain questions face-to-face may intimidate the examined and make them feel uncomfortable. It requires the interviewer to slowly and indirectly make the examined feel at ease so then a bond could be built. How the interviewer reacts to the answers is vital and they should always be professional and patient. Work Cited: An Evaluation Toolkitfor E-library Developments. Evalued. N.p., n.d. Web. 02 June Arnold, J. (2013). J Arnold & Associates. In Marketing Research FAQs. Retrieved May 24,

82 Appendix A - Primary Data Research Tactics Primary Data - Interviews - In Depth Shukla, Paurav. Essentials of Marketing Research. Ventus Publishing Aps, Print. Crossman, Ashley. In-Depth Interviews. About.com Sociology. About.com, Web. 17 June

83 Appendix A - Primary Data Research Tactics Primary Data - Interviews - Mall intercept Primary Data - Interviews - Mall intercept Sep Saidi, Christa Wong Primary Data- Mall Intercept interviews Overview Ever notice the surveyors at shopping malls stopping you to answer a few questions? It s not a surprise that many companies are allowing more budgets towards marketing. Mall intercept is one of the primary data collection methods based on convenience sampling using personal interviews and surveys. Marketers tend to use this method in order to randomly sample a number of people passing by at a certain time and location, based on convenience and ask them whether they want to participate in a research study. Mall intercept is not always the right approach; however, this method can be very effective when used for a suitable research study. Mall intercept can be useful, as it tends to be a quick and convenient way of sampling, using both quantitative and qualitative data collection. The respondents can qualitatively answer the questions in comparison to yes/no and automated responses. For a mall intercept to be effective, it must be conducted in areas with high traffic. Places such as shopping malls and school cafeterias tend to be great locations. Pros and Cons Since mall intercept surveys mainly use convenience sampling where respondents are not always chosen at random, results may not be representative of the target population. Furthermore, people are sometimes 79

84 Appendix A - Primary Data Research Tactics Primary Data - Interviews - Mall intercept reluctant to take time out of their schedules to fill out the surveys. On the contrary it can be beneficial in terms of marketing segmentation to improve marketing strategy. As a result marketers have more options to target certain demographics and target Another benefit of mall intercept surveys is cost-efficiency compared to other sampling methods. In person surveys are less likely to be refused compared to online or mail surveys which, also researchers can get instant feedbacks from the surveyors, therefore mall intercept surveys save more time resulting in lower costs. Examples The links below demonstrate mall intercept interviews: Case study example Another example of this method would be a survey designed for Capialno u heath and dental plan. The target group could be part-time Capilano U students majoring in Business adminstration at a certain time and location to obtain primary data about wether dental and health care plan should be mandetroy for all students. Cafeteria, library, CSU lounge can be ideal locations since there is high foot traffic and students tend to have more time to answer survey questions in return for a small prize such as entering the draw for a gift card or receiving pencil. The willing participants will be selected randomly as they pass by and will be asked wether they are interested in taking the survey. The question should be short and briefly answered to increase convinience and save time. Here s some of the questions that were asked in an online survey by CSU at capilano U in What kinds of insurance, if any, did students at Capilano have? 2. What kinds of health care are students unable to afford? 3. How much money, and on what kinds of health care, have students paid out-of-pocket? 4. Do students support a health and dental plan? 5. Would students opt-out of the plan, if it were implemented? 6. How much were students willing to pay for a health and dental plan? 7. What kinds of plan benefits are important to students? 8. What kinds of plan services are important to students? ( 80

85 Appendix A - Primary Data Research Tactics Primary Data - Interviews - Mall intercept Conclusion Conclusion mall intercept surveys are convenient and cost efficient research method collecting qualitative and quantitative data. These personal surveys are most successful in high traffic locations and using convenient sampling method. Mall intercept surveys are more beneficial for short surveys compared to long surveys. The benefits include fast and cost effective access to a great amount of personal and diverse data. However to increase effectiveness, survey questions need to short and related to the survey. Work cited Rich Rice, MA and Linda Hancock, FNP, PhD. A Social Norms Marketing Research Tool. N.p., 7 Mar Web. < Macro International Inc. Mall Intercept Study of Consumer Understanding of Financial Privacy Notices. N.p., 18 Sept Web. < Spencer, Jennifer. Pros And Cons Of Intercept Surveys. DonorSpeak, Oct Web. < 81

86 Appendix A - Primary Data Research Tactics Primary Data - Laboratory Experiments Primary Data - Laboratory Experiments Laboratory Experiment Research Article by Wesley Wong and Gabriel Crescenzo In order to completely understand what laboratory experiments are; we must develop an understanding between the casual relationships of independent and dependent variables. Independent variables are variables that marketing researchers are able to control and manipulate in order to determine the changes in the dependent variables. Some examples of independent variables include advertising appeal, product, price, and location. Conversely, dependent variables are those which researchers have limited or no direct control over. Therefore, researchers are limited in their ability to influence these dependent variables because they can only manipulate independent variables to a certain extent. Typical dependent variables include sales, market share, customer satisfaction, sales force turnover, net profits, and ROI. These dependent variables are the real elements that marketing researchers are interested in because they often contain the answers to the research experiment (McDaniel, 1998). Laboratory experiments are artificial settings to conduct and manipulate independent variables to help predict the behaviors or results of dependent variables; in other words, control is intended to allow us to conclude that it is the independent variable, and nothing else that is influencing the dependent variable (As Psychology). However, we must understand that it is not always possible to control all variables in an experiment and consumer-buying behavior is exceptionally difficult to predict with marketing research. Often in laboratory experiments the independent variable is thought of as the cause and the dependent variable as the effect. In other words, the item of research will produce a certain response to an action in the form of another event (As Psychology). (As Psychology) Internal and External Validity Many researchers have formulated their own opinion on the legitimacy of controlled research in the laboratory, but we believe it is important to acknowledge both sides to this argument. Laboratory research cannot simply be generalized as legitimate or illegitimate unless the purpose of the research, the research design and the results generated are analyzed. In order to express the reliability of any experiment, the researchers or peer reviewers must critique the experiment s internal and external validity. Internal validity is the degree to which a certain independent variable can be directly correlated to a specific result. If the result(s) cannot be traced to the independent variable at question, and rather it is likely to have been caused by an uncontrolled element, the experiment has low internal validity (Parker, Worthington, Sendak, 1979). Laboratory research must be constructed in such a way that the results produced can be directly related to the independent variable while still ensuring the minimization of any bias (for example demand bias) or 82

87 Appendix A - Primary Data Research Tactics Primary Data - Laboratory Experiments interference. The Random assignment of subjects to experimental conditions, and the inclusion of proper control groups are essential to high internal validity (Cook and Campbell 1979). External validity refers to the degree to which researchers can generalize the results that have been produced into other settings, subjects or scenarios. If there is evidence that leads researchers to believe that the results produced in the laboratory will be replicated in other similar settings or to other subjects, there is high external validity. Parker, Worthington and Sendak (1979) argue that researchers can easily identify (then add or eliminate) the variables that are not consistent in both the lab and the real world and therefore increase the external validity. They also argue that any variables that are not consistent in both the laboratory and the real world, (and cannot be identified, added or eliminated in the controlled experiment to replicate the real world) will not drastically affect the ability to generalize the results (Parker et al., 1979). Advantages and Impediments of Laboratory Research The advantages of laboratory experiments are the ability to maximize your control of the environment and setting, which allows you to observe change in the dependent variable and therefore providing greater internal validity. It is often less costly to conduct laboratory experiments than field experiments because the research is done within a controlled environment and setting. For example, a research developed by YuMe and IPG Media Lab Advertising, conducted a study on peoples behavior when it comes to online and televised video advertising; how easily are we distracted, attention patterns, and our habits. The video is conducted in a laboratory that mimics a scenario of an office and home where researchers are able to monitor the behaviors of individuals. Watch the video below to see what brand advertisers need to know to reach consumers. (Susskind, 2012) The primary impediment with laboratory research is that the research can be vulnerable to error and therefore the results produced will ultimately be untrue. Having illustrated the reasons for the validity of controlled experiments, we must note that there are researchers who do believe that laboratory experiments are not always accurately reflective of real life situations. The participants may be distorted and not [demonstrate] the behavior that would be carried out in the real world (As Psychology). They suggest that it is difficult to generalize the findings in a laboratory setting and relate it to consumer buying behavior in the marketplace. Moreover, it does not always translate to the real world scenarios because controlled experiments lower external validity due to artificial conditions used (Stevens, 2008). This argument towards the legitimacy of an experiment is also valid as there are researchers conducting laboratory tests that have been subject to bias or in a controlled setting that does not reflect real world scenarios. Conclusion As stated above, a laboratory experiment is a term that can be used to describe many types of controlled studies or simulations needed in marketing research. These types of controlled experiments and studies 83

88 Appendix A - Primary Data Research Tactics Primary Data - Laboratory Experiments require the identification of independent variables in order to accurately measure or predict the change in dependent variables. The primary reason for laboratory experiments is to control all external factors from a scenario to measure cause and effect, how independent variable (e.g. price) can cause changes to dependent variable and its reaction (e.g. consumer behaviour). These controlled laboratory experiments can be less costly for researchers as feedback from the experiment is generated much faster than in field studies. However, laboratory experiments may not always be able to mimic real life scenarios and therefore are vulnerable to error. New entrants into marketing research must understand that the argument should not be whether laboratory research itself is legitimate, but rather how valid is the particular experiment that is being conducted? Acknowledge the internal and external validity of each controlled experiment and then decide if the results will be similar when implemented in the real world. Works Cited As Psychology. Experiment for Psychological Investigations. Retrieved from Cook, Thomas and Donald T. Campbell (1976). The Design and Conduct of Quasi-Experiments and True Experiments in Field Settings, in Handbook of Industrial and Organizational Psychology, Marvin Dunnette, ed., Chicago: Rand-McNally, McDaniel JR, C. (1998). The Experimental Setting Laboratory or Field. Research Essentials. Retrieved from rketing+research+laboratory+experiments&source=bl&ots=zifops4usq&sig=m84u Isx38hRHhGyke1hS5DFn1Q&hl=en&sa=X&ei=r2eqUZGKE6iMiALd3oCYDg&ved=0CDQQ6AEwAQ #v=onepage&q&f=false Sawyer, A. G., Worthing, P. M., & Sendak, P. E. (1979). THE ROLE OF LABORATORY EXPERIMENTS TO TEST MARKETING STRATEGIES. Journal Of Marketing, 43(3), Susskind, S. (September 12, 2012). Research YuMe and IPG Media Lab Advertising Attention Study. YouTube. Retrieved from Stevens, R., Wrenn, B., Sherwood, P., Euddick, M. (2008). Field Versus Laboratory Experiments. Marketing Research Guide. Retrieved from theatre+laboratory+marketing+experiments&source=bl&ots=zxtc1fwtw&sig=r3u0djb2zlpym69twq2blx3_jeq&hl=en&sa=x&ei=nbaruzeuasfuiql6 sidgbg&ved=0cdyq6aewag#v=onepage&q=movie%20theatre%20laboratory%20 marketing%20experiments&f=false 84

89 Appendix A - Primary Data Research Tactics Primary Data Neuromarketing - Biometric Market Research Techniques Primary Data Neuromarketing - Biometric Market Research Techniques David Ismay & Alireza Soleimani Introduction Neuromarketing combines the studies of consumer behaviour and neuroscience into an emerging form marketing research used to collect primary data. Contrary to traditional survey methods which rely on survey respondent s ability or willingness to express how they feel about a product, neuromarketing techniques are used to directly probe minds without requiring demanding cognitive or conscious participation. [i] This is done through the use of biometric market research techniques that measure the emotional and cognitive response of participants when they are shown specific stimuli such as product features or advertisements. The use of biometrics also gives market researchers the ability to study subconscious reactions related to marketing material. Some of the most common biometric research methods include: scanning brain activity though the use of fmri and EEG; monitoring heart rate and respiration; detecting skin and muscle activity; and tracking eye movements. These physical responses are then recorded in electronic databases for further analysis. Biometric Techniques Used In Marketing Research Brain Activity The two most common techniques used for scanning brain activity during marketing research are functional magnetic response imaging (fmri) and electroencephalograph (EEG). fmri shows a clear picture of the brain areas being activated while a participant is exposed to the marketing stimuli. As blood flow increases to specific parts of the brain over other areas, the fmri captures an image of this through magnetic properties in the blood. Depending on the brain areas activated, market researchers can now examine the participant s specific emotions and interest levels towards the specific marketing stimuli such as a product or commercial. EEG s are similarly used by marketing researchers to examine brain activity, but in real time. They scan electrical activity at the surface of the brain with the ability to monitor different brain waves relating to engagement, excitement, or interest towards the marketing stimuli. Heart Rate and Respiration Through the use of an electrocardiography (ECG), researchers may examine the hearts response to various emotional stimuli such as fear, stress, excitement and relief when study participants are shown various commercials and products. Just like the heart, emotional situations lead to specific respiratory responses that may easily be examined by researchers since marketing stimuli leading to stress or arousal will increase ones breathing rate. 85

90 Appendix A - Primary Data Research Tactics Primary Data Neuromarketing - Biometric Market Research Techniques Skin and Muscle Activity Market researchers, through the use of galvanic skin response (GSR), can measure the electrical conductivity and sweat gland activity through the hands of participants. This allows them to monitor and measure their stress, fear, anger and anxiety levels while exposing them to marketing material and market research questions. In addition to this, GSR can be used as a method of lie detection to assist in ignoring inaccurate responses. Facial electromyography (EMG) can be used my marketing researchers to measure mirco muscle movements in the face of a participants. It measures the muscle activity in two select groups of facial muscles, and these measurements are used to determine emotional response. Electrodes attached to the face are able to measure even the micro muscle movements, perhaps lending an insightful look into the unconscious emotional responses. [ii] Eye Movement One of the newest biometric methods used by marketing researchers today is the study of oculometric data. Eye tracking can be used by analyzing a participant s gaze pattern in order to determine their cognitive state. In marketing research, however, it is more commonly used for the purpose of simply researching where participants look when exposed to marketing material such as ads and commercials. The eye movements observed may reveal if the participant is distracted, confused or involved and measuring oculometric data about pupil dilation is [also an] excellent means to determine arousal and involvement. [iii] Advantages & Disadvantages of Biometric Market Research Techniques Advantages The primary advantage of biometric market research techniques is that they provide far more accurate data and new kinds of data for analysis than with any other form of traditional primary research. By using biometrics, the market researches are able to detect truthfulness in survey responses to assist in ignoring inaccurate information. In neuromarketing, the researches benefit as well by the ability to observe physical, emotional, semiconscious and unconscious responses that participants may otherwise not have been able (or willing) to reveal. Disadvantages One of the disadvantages of biometric market research techniques is that it may be considered unethical in certain applications. For example, neuromarketing may lead to product designs that attract customers based on semi or unconscious cues of attraction discovered through biometric techniques. It may also become a serious invasion of privacy even if study participants have voluntarily consented to the study. Since 86

91 Appendix A - Primary Data Research Tactics Primary Data Neuromarketing - Biometric Market Research Techniques respondents cannot lie in biometric studies, market researchers should only ask questions or topics that have been pre-approved by their participants to avoid privacy issues. Other disadvantages of biometric market research are that it can only be used to study small samples and is far more costly than traditional primary research tactics. This is because it requires highly trained professionals and advanced technology. Conclusion The use of biometric market research techniques has lead to the advanced field of neuromarketing. By combining the studies of neuroscience and consumer behaviour, market researchers have been able to better understand their study participant responses toward marketing materials and product designs. By observing the brain activity, heart rate, breathing pattern, skin activity and eye movement, researchers are now able to get an in depth analysis of the subconscious or unconscious responses toward product design and advertising. Although biometric research is costly and can only be feasibly used on small sample sizes, it increases the accuracy of studies resulting in better product designs and marketing strategies. [i][i] Morin, Christophe. Neuromarketing: The New Science of Consumer Behavior. Society 44.2 (2011): Springer. Web. 14 Jan [ii] Eye Com Research. Top Biometrics in Market Research [iii] Eye Com Research 87

92 Appendix A - Primary Data Research Tactics Primary Data - Observation method Primary Data - Observation method Introduction: Definition & Purpose Observation means to watch other persons behaviour as it actually happens without controlling it. By witnessing people s reaction in actual situations, we are able to uncover raw data that can sometimes not be collected in any other way. Ex: Watching a person reacting to the taste of various foods without knowing they are being observed. This will provide more of a graphic description of social life which may be hard to find in other methods. In normal situations, a person can sometimes modify their views, sometimes contradict themselves, and sometimes are so swayed away by the situation that they react differently altogether. Ex: Facial expressions and body motions. Observation is also useful in exploring important events and situations. By being present on the scene, one is able to witness scenarios that would otherwise be overlooked. Ex: Observing the actions and hearing the language a University student uses around their friends, in comparison to how the act around their family/co-workers. Finally, observation can be used as a tool of collecting information in situations where methods other than observation cannot prove to be useful. Ex. How will the student body react to courses being cut from the Capilano University budget. What types of observations are used in this method? There are six kinds of contents/dimensions can be observed. These are: Physical actions: Pattern of working, watching TV etc. Verbal behaviour: Conversations between students, workers etc. Expressive behaviour: Tone of voice, facial expressions etc. Spatial relations: Physical distance between workers in a factory, two students in conversation etc. Temporal patterns: Amount of time spent in performing rituals, shopping, conversation etc. Verbal records: Content of slogan shouted, scolding etc. Process of observation: Since observation can sometimes involve very little interactions, it cannot be reduced to a simple set of techniques. The most widely accepted process would shape up to look a bit like this: 1. Choosing a research site 2. Gaining access in setting and taking role 3. Jotting down notes 4. Formulating analysis 88

93 Appendix A - Primary Data Research Tactics Primary Data - Observation method 1. Choosing a research site: After deciding the problem or the data that is of interest, the researcher can pinpoint a desired/potential area for observation and data collection. 2. Gaining access in setting and taking role: Once the site for the study is chosen, the observer has to obtain entry into the setting. Although this would come across as an easy task, there sometimes needs to be permission to enter a specific setting. There may need to be one or two other people that will need to be told about the experiment and your intentions as an observer. There are 4 basic roles which a fieldworker (observer) can assume: Complete observer: Here, the observer remains disguised and detached from the situation studied. Observer as participant: The observer is completely open about his research objectives and he approaches people on that basis. Participant as observer: Here, the observer gets involved effectively or conceals his role as researcher. Complete participant: The observer becomes fully involved both behaviourally and emotionally. After gaining access and taking up role, the success or failure of getting information by the observer normally comes down to the trust that the subject have with you being part of their scenario 3. Jotting down notes: Taking accurate and detailed notes objectivity is very crucial. Since the researchers initially may not know which data would be ultimately useful and important, one must take down all details to be sorted out later on. The notes should record the description of the setting under investigation, description of subjects, and description of conversations with persons and among persons, and any fact or relevance or of unusual importance. This should be followed by details and explanations of things observed. 4. Formulating analysis: It is possible that two researchers studying/observing same situation may give two different types of analyses, particularly if the analysis has to do with emotional reactions. It is important to have concepts for the observation pre-determined before the data collection. Once the core concepts are taken into account, then it is easier to understand multiple observations. 89

94 Appendix A - Primary Data Research Tactics Primary Data - Observation method By: GlacierNPS Conclusion: Advantages of observation: Superior in data collection on non-verbal behaviour: When a person s opinion on a particular issue is to be assessed, survey method is definitely more useful, but when the non-verbal behaviour is to be discovered or when memory failure of the respondent is possible, observation will be more functional. Intimate and informal relationship: Since an observer can sometimes live with a subject for an extended period of time, the relationship between them is often more intimate and more informal than in a survey in which the interviewer meets the respondents for minutes on a very formal basis. Natural environment: The behaviour being observed in a natural environment will not cause any bias. Observation has no chance of being artificial or restricted. Longitudinal analysis: In observation, the researcher is able to conduct his study over a much longer period than in the survey. In shorter words 1. It is less complicated and less time-consuming. 2. It offers data when respondents are unable or unwilling to cooperate for giving information. 3. It allows collection of wide range of information. 90

95 Appendix A - Primary Data Research Tactics Primary Data - Observation method Limitations of observation: Lack of control: In natural setting, control over variables is not possible that affect the data. Difficulties of quantification: It is difficult to categorise in-depth emotional and humanistic data. Small sample size: Observational studies use a smaller sample than survey studies. Gaining entry: Many times the observer has difficulties in receiving approval for the study. It is not always easy to observe the functioning of an organization or institution without obtaining permission from the administrator. In cases like this, restricted observation might be the only way, with short periods of actual observation and note taking having to happen later on in the observer s own time. Limited study: All aspects of the problems cannot be studied simultaneously. The observation technique studies only limited issues. Similarly, internal attitudes and opinions cannot be studied. Media: Attached is a prime example of the Observation Method. In this short video, we can see that a parent has given permission to be analyzed by a specialist, so that they can hopefully understand where he is going wrong/right in his techniques with his son. This type of observation is called Structured Observation. References: Mass Communications Tutorials & Lessons (November 22, 2009). Observation method of primary data collection Retrieved from: l-of-primary-data.html Shukla, Paurav. Essentials of Marketing Research. Ventus Publishing Aps, Print. 91

96 Appendix A - Primary Data Research Tactics Primary Data - Personal Interview - Executive Interview Primary Data - Personal Interview - Executive Interview Key to Successful Executive Interview Introduction: Marketing research survey offer insight of the business. In depth interview is a marketing interview technique used for gathering expert opinions, which are detailed and valuable information. It can be applied when geography, logistical issues, and other sensitive or complex nature of topics those are unable to be solved in an accurate approach. The In-depth interview is a marketing methodology is used as a technique for learning more about an industry s specific areas from those who specialized in, more often they from higher level of industry. (Market Street Research)It is more persuasive that views from 5 senior managers than 5,000 different individuals. Instead of simply report facts, researchers can uncover more insights that are underlying the facts and outcomes with executives. In order to understand and investigate consumer behavior, companies mostly use online survey that quick and easy to answer. The shortcoming is that it can only scratch the surface. (Neuwirth)Even though it is useful for some particular topics, it hardly get deep enough insight like senior executives from this approach due to the length and nature of questions. The most valuable portion of executive interview is to explore the story behind and answers. Therefore, researchers are able to capture enough quantitative evidence, distinctive examples, and usual stories, which help them to understand the data, and transfer those into reports. This paper is going to identify 6 criteria of face-to-face executive interviewing: By: Missy Schmidt 92

97 Appendix A - Primary Data Research Tactics Primary Data - Personal Interview - Executive Interview Six Criteria: l Establish positive relationship with interviewee The precondition of a success interview begins with a good relationship with interviewee before the interview. In order to make a positive relation, contacting with executives to make appointment before the interview conducted is appropriate. It is impolite to directly go into the office and ask interviewee questions. The first step is establishing a sincere and trusting relationship with the interviewee so that they are willing to provide more information. l Identify goal of interview clearly. A clearly defined and achievable goal keeps the direction of survey on the right track. It results in more effective and productive. Knowing what is the purpose of you talk with interviewee makes the interview easier than a generalize goal. It only save time but also can get the more specific answers. Moreover, keeping time-efficient is always the first promise we made to executives so that specific goal is necessary. l Able to filter the useful information It is possible that interviewee may off the track during the interview. When they beyond its intend goals, the interviewer should have ability to filter the useful information and select out the useful part into the report. Therefore, the interview should be personalize and flexible. Not all the information from executives is suitable to explain the problem. l Appropriate numbers of executive interviews. People always believe that the more information we gather from the executives the more accurate and objective the results going to be. This is actually a completely wrong point of view. For different business nature and situation, the functions of executives are quit different. The success of the interview is that talking with the right person. l Concentrate on listening than speaking Listening is the foundation of the survey. However, how to listen to others is another question. It is beyond the original definition, which is one-way communication. In this particular case, it can t focus on the just keep quiet and listen to what corporate executives speak. Interviewer listen while watching as well. Researcher should be able to observe, keep the conversation on the topic, fully participate and walk away on the right time. At same time, they need to clearly understand executives point of view and take out related questions. 93

98 Appendix A - Primary Data Research Tactics Primary Data - Personal Interview - Executive Interview l Control the number of researchers during the interview Besides those criteria, limited number of researchers involve during the interview. Not like other kind of personal interview, it is not necessary to include all the interviewers at one time. One senior researcher interviews one executive. Otherwise, different people going to have various way of asking that lead to confusion of the result. In addition, the person who finishes the interview should responsible for the goal setting and result analysis as well. Conclusion: Information from executive is the most important part of entire part of obtaining primary information. Besides other kinds of personal interview, executives are able to use their stories interpret facts more understandable. Therefore, competent researchers need to be flexible and responsive, keep open-minded and responsive, and well pre- plan and well suited to the purpose. (Lisa A. Guion)Meanwhile, time-consuming and labor intensive can enrich the information and facilitate the further analysis work. Work Cited Lisa A. GuionC. Diehl, and Debra McDonaldDavid. edis < Market Street Research May < NeuwirthRoanne. Content Marketing Institute. Augest 1, < 94

99 Appendix A - Primary Data Research Tactics Primary Data - Projective Technique - Pictorial Construction Primary Data - Projective Technique - Pictorial Construction By: Maria Kristina Moyo and Chenglu Introduction In today s high-tech world, marketing researchers use qualitative and quantitative research methods to generate information. They interact with respondents, products and services in order to reduce uncertainty. Sometimes, researchers may explore new ways such as projective techniques to allow them to observe customers in a natural way. Projective techniques are aimed to uncover people s thoughts, subconscious feelings, beliefs and desires associated with products and services. When we think about projective techniques, we know that they are qualitative marketing research methods. They have become accepted as well as expected marketing research tactics and they are well known practices in the industry. They can work well in focus group discussions or in individual interviews (whether face-to-face or online) because they are particularly suitable for activities that go beyond the question-response format. In this article, we will talk about a type of projective technique known as pictorial construction, which asks respondents indirectly and informally to respond to topics as shown by pictures. We will then talk about our opinions of why we think it is a good marketing research tactic. We will also discuss the different types of marketing research studies or situations that would best apply the pictorial construction tactic. And finally, we will provide some examples of how this particular marketing research tactic is being used. All About Pictorial Construction So what is the pictorial construction tactic and what is the process? The interesting thing to note about the pictorial construction projective technique is that the research purpose is hidden from the respondent. It is kept a secret from the respondent because if the research purpose is conveyed to the respondent, he or she may be hesitant or may think that he or she does not have the skill to answer the research questions. Pictorial construction tries to uncover the respondent s motivations, beliefs, and feelings involuntarily (CSTUDIES). In the process of this type of projective technique, a picture is shown to the respondent so that he or she can write a story about the picture. The story is read and analyzed by a team of psychologists to try to understand the respondent s interpretation of the topic. Good Tactic Pictorial construction tactic is a good marketing research tactic. It is one way of getting into people s minds to find out what they really think and feel about certain topics because sometimes it is hard for them to express their true emotions. This marketing research tactic tries to get answers from people without making them feel uncomfortable. Pictorial construction recognizes that not everything can be answered by asking direct questions. Indirect marketing research tactics can also be as effective in discovering people s wants 95

100 Appendix A - Primary Data Research Tactics Primary Data - Projective Technique - Pictorial Construction and needs for more successful marketing that extends way beyond into the future. Usage So when is pictorial construction tactic best used? It is best applied to situations when market researchers want to gather opinions of what people think of certain products or companies. When used on individual interviews, respondents opinions during the application of the market research tactic are separate from each other, which works well for studies that focus on individuals. But when used in focus groups, respondents interact with each other and are able to give their opinions of how they see certain products or companies in group settings. Traditionally, pictorial construction has proven quite useful in communications industry where experts have used it in testing the impact of product packaging, labels, brochures, and advertisements (Shukla 36). Examples The following are two examples of how pictorial construction tactic is being used. Both pictures are showing two famous characters from the DreamWorks Animation movie Shrek. In Figure 1, a respondent is asked to write about what he or she thinks Shrek will say. The red cloud above him, which is drawn connected to his mouth represents a communication from him. In the next example in Figure 2, a respondent is asked to write about what he or she thinks Puss in Boots will say. The pink cloud drawn from his mouth also represents some communication from him. 96

101 Appendix A - Primary Data Research Tactics Primary Data - Projective Technique - Pictorial Construction (Projective Techniques 43) Figure 1- Shrek 97

102 Appendix A - Primary Data Research Tactics Primary Data - Projective Technique - Pictorial Construction (Projective Techniques 44) Conclusion Marketing researchers use both direct and indirect questions when obtaining answers from respondents and pictorial construction tactic focuses on the importance of this indirect approach to marketing research method. Marketing researchers use pictorial construction to study respondents inner thoughts and feelings and to tie them to certain products or companies. It provides research results that are reliable because they embody true emotions. It is a good and effective tactic especially in situations when respondents cannot freely express their intentions. A major part of pictorial construction is understanding and interpreting stories that are written by respondents after showing them pictures of certain topics. Works Cited Shukla, Paurav. Essentials of Marketing Research June 2013 < CSTUDIES. Projective Technique. Marketing. 2 April June 2013 < Figure 2- Puss in Boots Projective Techniques June 2013 < 98

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104 Appendix A - Primary Data Research Tactics Primary Data - Projective Technique - Role Plays Primary Data - Projective Technique - Role Plays Overview Role plays is one of the three types of projective techniques. Along with pictorial construction and word associations, role play has distinct origins in the psychological field. This particular method of research involves an indirect approach in which respondents assume the role of a different individual. This technique is used to conceal the main purpose of the research because direct questioning can result in inaccurate or ideal responses. The respondent is meant to feel more comfortable in this environment in contrast to a direct questionnaire, thus providing more genuine responses. Essentially the respondent plays the role and acts out of instinct; this allows researchers to reveal behavioural, verbal, and cognitive attitudes of the respondent. As such, the information yielded to researchers is full of information. However, this information is sensitive because it can be inaccurately interpreted. Tips for effective market research with role-plays - For a tactic such as this, it is beneficial to recruit more passionate and knowledgeable candidates in order to get the most from the research. For example if you are doing research on a product, you want the candidate to be familiar with the product and have some sort of interest towards it. Recruiting respondents that are introvert or candidates that are not familiar with the product may cause problems during the research and extend the process and cost even more. - It is hard to predict exact real life scenarios but attempt to create role plays that are engaging and significant to the respondents. This will keep them interested and allow for better results at the end of the research. - Along with engaging scenarios, ensure that the role plays are realistic. Receiving and collecting data about a product in a situation that is unlikely or irrelevant is not information that can be effectively used or inferred towards practical scenarios. Advantages of using role plays 100

105 Appendix A - Primary Data Research Tactics Primary Data - Projective Technique - Role Plays The role play technique is effective because it allows the respondent to feel more comfortable and distracted from the primary goal of the researchers. This technique is used because respondents who cannot naturally generate a response may provide an ideal response rather than an accurate one. It also gives researchers the opportunity to discover how specific scenarios or situations would play out. Therefore, by using role plays, results are more accurate and reflect the respondent more clearly; the results reveal the hidden associations in a consumer s mind (Shukla, 2008, p.37). Disadvantages of using role plays Like many other market research tactics, there are disadvantages that come with this approach. Firstly, since the information yielded from role plays is saturated in information, a skilled analyst is required to interpret the data. The role play technique is relatively costly and presents many potential instances of misinterpreted data. Moreover, it is important to note that all of the data collected from the role play projective technique does not produce reliable inferential data and testers must realize that there is an extent to which the results could be inaccurate. Summary Although there are some downsides to this tactical method of market research, we believe that if performed accurately it can provide the testers with some exceptional insight for their research. The more comfortable method and setting could allow for more authentic responses as opposed to a survey or questionnaire, which could be answered untruthfully or with bias. This tactic should be used because it has the potential to provide much more depth into consumers thoughts and preferences and could benefit the testers immensely with their research. References: Institute of Consumer Studies. (2012, April 02). Projective Technique. Retrieved from: Management Study Guide. (n.d.). Projective Technique. Retrieved from: Shukla, P Essentials of Marketing Research. Ventus Publishing ApS. By Kimia Tajbakhsh and Alex Yee 101

106 Appendix A - Primary Data Research Tactics Primary Data - Projective Techniques - Sentence Completion Tests Primary Data - Projective Techniques - Sentence Completion Tests Sentence Completion Tests In certain circumstances it is impossible to obtain accurate information about what people think and feel by asking them to communicate their thoughts and feelings with direct questioning. In the typical interview, the subjects do not always share their innermost feelings with the researcher who is after all a stranger. Moreover, the subjects are frequently unaware of their underlying motives, aspirations, values and attitudes in buying a product or choosing one brand instead of another. They may fear being considered irrational or stupid and may therefore be reluctant to admit to certain types of purchasing behaviour. They consequently shade their responses to the interviewer. This is where projective techniques come into play. Projective techniques involves the use of vague, ambiguous, unstructured stimulus objects or situations in which the subject projects his or her personality, attitude, opinions and self-concept to give the situation some structure (Shukla 36). In marketing research, Sentence Completion Tests (STCs) falls under the category of projective techniques. It is a technique that originated in psychoanalysis, which argues that individuals are motivated by conscious and unconscious desires (Soley). The test consists of incomplete sentences regarding a situation or product at hand, which is then given to respondents/consumers to fill in the missing words (Shukla 36). The sentence completion test will tap into the respondents cognitive resources and will reveal predetermined attitudes, feelings, and emotions (Soley). Not only are the responses to these sentences used to infer the underlying consumer perceptions and motivations but also to help researchers obtain the personality of the respondent (Shukla 36). It is often used when respondents are uncomfortable and where direct questioning is not likely to provide an honest response (Shukla 36). It used to help in translating and identifying meaningful themes, which aids in determining a product or company s competitive market position (Shukla 36). Data collected through STCs is analyzed qualitatively, which allows for self-observation as data and looks for subjective meanings, thus acknowledging the need for interpretation. There are no systems of scoring or tabulation. Instead the description and explanation of the projections by the respondents form the database, which then requires ordering and interpretation by skilled researchers. Below is a video summarizing the nature of projective techniques by Nigel Bradley, a senior lecturer in Marketing at the University of Westminster in London and a freelance marketing research consultant. Nature of Projective Techniques Here is another video explaining how projective techniques work, furthermore how STCs work in regards to 102

107 Appendix A - Primary Data Research Tactics Primary Data - Projective Techniques - Sentence Completion Tests how users and viewers feel and think about YouTube, by a clinical psychologist. YouTube is? Examples As it was difficult to find images of marketing research STCs online I ve decided to create the following example. This is an example of some STC questions that may help a bank improve and address consumers concerns with ATMs. 1. Automatic teller machines are. 2. Automatic teller machines may be convenient but they. 3. My major concern about automatic teller machines are. Here is an example of summarized data collected from STCs from the article Investigating Consumer Insight by Using Completion Techniques: 103

108 Appendix A - Primary Data Research Tactics Primary Data - Projective Techniques - Sentence Completion Tests Advantages Some advantages of STCs are the following (Burns & Lennon ): Short administration time Richness and accuracy of information collected Nature of appraisal is usually well-disguised Ease of construction Make little or no demand in terms of literacy or academic skills Unstructured thus respondents do not perceive right or wrong answers to tests Disadvantages Some disadvantages of STCs are the following (Burns & Lennon ): Lack of reliability measures are difficult to establish 104

109 Appendix A - Primary Data Research Tactics Primary Data - Projective Techniques - Sentence Completion Tests Validity of studies Complexity of data and corresponding skills required of researchers Ease of fabrication and deception Subjectivity of interpretation of responses Expensive to administer (highly skilled researchers have to be employed) Criticisms of STCs and Projective Techniques This technique has refuted by many, as stated by Soley (2009) in his article Reassessing Projective Techniques, advocates of these techniques never established institutional bases in advertising, marketing or communication departments. This failure to establish an institutional base by advocates of this projective technique has meant that there are few advocates or spokespersons to challenge misstatements and misconceptions about the paradigm or methods. An example of a misstatement among advertising researchers is provided by Yoell, who wrote, The value of projective techniques has yet to be substantiated, their accuracy has yet to be proved. Specific scientific supports of projective techniques are not available (34). Yoell goes on to describe the techniques as being as valueless as dream interpretation in market research and as being untestable and scientifically illegal. However, he arguably does so mainly on a reading of an evaluation of their use in clinical psychology rather than in market research. This, along with Haire s evidence written in his article Projective Techniques in Marketing Research, have provided many marketing researchers reasons to ignore Yoell s criticisms. My Thoughts Inspite of all the criticism regarding its validity and reliability, I believe that STCs are useful in providing another layer of depth into a consumer s mind. Its usefulness is proven typically in its ability to get around or under the conscious defenses of research participants and to allow researchers to gain access to important psychological information of which respondents are not consciously aware. Personally, I believe the level of usefulness and accuracy of the data collected through STCs can be strengthened when used in concert with other techniques or supported with quantitative data. Conclusion It is possible to use projective techniques such as STCs to find out from a consumer what the value character of a product in the consumer s life and not the physical characteristics of the product. STCs and other projective techniques are fundamental to consumer research in that they provide a greater depth of understanding of what people truly think and feel about a product. 105

110 Appendix A - Primary Data Research Tactics Primary Data - Projective Techniques - Sentence Completion Tests Works Cited 106

111 Appendix A - Primary Data Research Tactics Primary Data - Projective Techniques - Sentence Completion Tests Burns, LD & Lennon, SJ. Social Perception: Methods for Measuring Our Perception of Others. International Textile and Apparel Association Special Publication (1993): Business Source Complete. Web. 2 June Bradley, Nigel. Explain the Nature of Projective Techniques YouTube video. Guarriello, Tom. YouTube is? YouTube video. Putthiwanit, Chutinon. Investigating Consumer Insight by Using Completion Techniques: A Pilot Study of a Motorcycle Accessory Shop in Thailand. International Review of Management and Marketing (2012): 95. Econ Journals. Web. 20 June Shukla, Paurav. Essentials of Marketing Research. Ventus Publishing Aps, Print. Soley, Lawrence. Reassessing Projective Techniques. American Academy Of Advertising Conference Proceedings (2009): Business Source Complete. Web. 2 June

112 Appendix A - Primary Data Research Tactics Primary Data Projective Techniques Word Association Tests Primary Data Projective Techniques Word Association Tests Word association tests are a projective technique of marketing research, in which an individual is given a list of words or pictures, one at a time, and asked to respond immediately with the first thing that comes to their mind. The answers provide the researcher with a variety of consumer vocabulary associated with the brands or products (Green 19-20). Market researchers use the results to discover what consumers think about a brand or product. It assists them in gauging the perception that both potential and current customers have of the product or brand being tested. In psychology, word association tests are used to explore the complexes in the personal unconscious, where the test administrator has a list of up to 100 words and one-by-one the respondent is asked to promptly provide a word of their own, a delay in response can indicate a complex (Daniels). In marketing, the test is used in a similar way with the main differences being the number of words tested, the respondents perceived mental state and the test administrators end goal. Word association in marketing has been borrowed from the world of psychology for companies to better understand how their brand and/or products are perceived by the public through tapping into the personal unconscious views. Furthermore, the use of these tests allow market researches to find out how people actually feel about the brand/product(s). Word association tests requires researchers to get directly involved in the data collection process. Therefore, projective techniques such as word association tests are best applied in conjunction with in-depth (one on one) interviews as well as in focus groups, both qualitative research methods. Word association tests assist in understanding the hidden associations in a consumer s mind and enhance the reliability and validity of the qualitative research techniques (Shukla 37). The results of word association tests are used by market researchers to identify trends within the collected responses. These results assist in making decisions around the various marketing techniques a company may use to enhance the public s view of its brand and/or product(s). If a product or brand is viewed as being unreliable, the company may look towards the manufacturing of a product to first, see if this response is valid and then to take aim on its marketing efforts towards changing the public perception. Word association tests are a great way for a company to find out how the public feels about their brand/product(s) as well as their competitors. It should be noted however, that word association tests only offer one-word responses, they should be used to compliment qualitative research methods in order to provide a more accurate and reliable set of results. Works Cited Daniels, D, ed. Carl Jung summary.. N.p.. Web. 1 Jun < Green, J. Approaching The Core of Consumer Marketing Research Print. 108

113 Appendix A - Primary Data Research Tactics Primary Data Projective Techniques Word Association Tests Shukla, Paurav. Essentials of Marketing Research June 2013 < 109

114 Appendix A - Primary Data Research Tactics Primary Data--Surveys--Mail Interviews Primary Data--Surveys--Mail Interviews By Na Chen & Di Wang What is an interview? In Alison s opinion, interview is a meeting between an applicant for employment and a company representative to determine if the candidate is qualified for a job, an internship or a volunteer opportunity. Even if a position is an unpaid internship or a volunteer position, the organization will still conduct interviews to select the best candidate(s) for the opportunity. At most time, job interview is using relatively short time to show that as one of the candidates, you are the best choice of this position. Interviews can be held on face-to-face, mail, Skype, or phone. This process depends on the top HR management about one position they will hire for. Actually, the interview process needs more time than it scheduled. Sometimes, different level of management will involve candidates as well (Alison). There is no doubt that mail interviews are using mail as medium to exchange information during interviews. In the following, I will explain the benefits of using mail interview and look at some tips about how to do a successful mail interviews. Mail interviews cost comparatively less to administer than face-to-face interviews. Interviewers can invite more people by sending them mail messages individual rather than making long-distance telephone calls of one by one. Also, using mail interview in research also decreases the cost of recruitment fair. Even thought face-to-face interviews are characterized by synchronous communication in specific time and place, mail interviews give more time and freedom for candidates to try their best to answer every question through stick and cautious thinking. In addition, mail interviews are good ways to compare and screen all of candidates at same time. Candidates don t feel nervous to do a mail interview so that they can totally display their aptitude in a relaxed and confortable way. With the development of technology, as a new online tool has already widely accepted. So interview is becoming more and more popular. However, during the mail interview, the interviewers will not be able to see the facial expressions and body language of the candidate. Without making eye contact, it is possible to miss some important visual judgments. Nowadays, mail interview has been developed into a website called Mail Interview, which is a simple software to create surveys and improve business. Actually, face-to-face interviews are still the primary interview technique, especially in the qualitative research. However, it doesn t mean that mail interviews don t have any advantages; it is a successful mail interview if we can follow these steps: 1. Introduce the background of this company and a brief description of the position requirements on the first page of mail. 2. Explain the total salary, corporate welfare, and company personnel rules and regulations in details on the second page of mail. 3. Show all questions that are short answer on the next paper of mail. 110

115 Appendix A - Primary Data Research Tactics Primary Data--Surveys--Mail Interviews 4. Answer sheet page is the fourth page of mail. 5. The follow page should be the part of self-introduction. 6. The last page is contact information of the company and candidate s question about the company. In addition, here some tips to help candidates easily pass the mail interview: First, choosing an interesting topic for interviewees. Candidates are not only want to find a boring and inflexible job, but also want to develop capabilities, learn new skills, and expand their knowledge and careers. If the interviewees can find some interested topics, it will create high productivity and motivation to candidates (Aoki). Second, looking for an appropriate expert to identify the questions. Although there is no scheduled time on the mail interview, the interviewee probably doesn t have much patience to read if the mail includes thousands of words without key points (Opdenakker).). As a candidate should know the purpose of mails interviews is to identify your professional skill. Interviewees just want to make sure whether the candidate is suitable for the position requirements. Third, be carefully to address the interviewees with proper honorific, such as MR/MS/MRS in the first connection. Proper honorific shows respect and give a good impression to interviewees. In the next part, HR department put a brief description at the beginning of the mail about how many and what kind of questions in the following mail interviews (Alexandria). Candidates are better to read them carefully and answer them in clear details. When candidates finished, the best way is to double-check every question and answer in spelling, grammar, and writing. Candidates have to notice that there is no scribble on the answer sheet. After finishing these steps, candidates should send thank you card in the mail to interviewees. In the end, add the contact information and state the formal interview s date and place. Do not forget to express your pleasure and expect next meeting. In conclusion, mail interview can be processed quickly, conveniently, and inexpensively. Even though mail interviews have some challenges, we still think most of them would be easy to overcome. Furthermore, interview with high-level technology would be another efficient and effective interview method in the future. Work Cited Aoki, Kumiko (1995). Synchronous multi-user textual communication in international telecollaboration. Electronic Journal of Communication, 5(4). Aoki, Kumiko (1995). Synchronous multi-user textual communication in international tele-collaboration. Electronic Journal of Communication, 5(4). Available at: Alexandria K. Brown. The E-zine Queen, is author of the award-winning manual, Boost Business With 111

116 Appendix A - Primary Data Research Tactics Primary Data--Surveys--Mail Interviews Your Own E-zine. To learn more about her book and sign up for more FREE tips like these, visit her site at Doyle, Alison. What is an Interview? About.com Job Searching. 02 June Opdenakker, Raymond (2006, August). Advantages and Disadvantages of Four Interview Techniques in Qualitative Research [44 paragraphs]. Forum Qualitative Sozialforschung / Forum: Qualitative Social Research,7(4), Art. 11, 112

117 Appendix A - Primary Data Research Tactics Primary Data - Survey - Omnibus Panels Primary Data - Survey - Omnibus Panels Omnibus Panel What is an omnibus panel? An omnibus panel is a quantitative research technique carried out by multiple clients in order to collect specific information on a similar subject. The sought after data for a wide variety of subjects is collected from a single interview panel all-pertaining to one specific research area. In order for an omnibus panel to be formed, a large number of clients will come together and pay to have their questions put on an interview or survey and presented to a panel of participants. These research clients on each panel are looking for similar information from a group of people coming from the same demographic or sharing some similar characteristic. Some panels will measure the same respondents over time to gain insight on different variables or ideas that have changed throughout the research process. In most cases, a company that specializes in omnibus panels will run the survey or interview. That company will then cross reference the information gathered from their interviewees and put together reports for the clients based on the information they are looking for. Omnibus panels maintain the same sample statistics but the variables they are testing for change from study to study. These sample statistics may include similar demographics such as age or gender of the participants or to a specific characteristic such as similar household income. How is a panel of participants selected? A panel sample is selected by two different techniques. The first method to selecting a panel would be to pick a certain sample size of participants out of a larger subset group that has been predetermined to fit into the studies classified area. Another way for a omnibus panel sample to be formed would be to find participants completely at random and comprise the panel based on those people. Advantages to an omnibus panel: There are many advantages to gained by research companies participating in omnibus panels. For one, the client saves in research costs as multiple companies are pooling their resources to collect information. The more clients they have interested in conducting research, the less its going to cost each individual client. In addition to the large amount of funds being contributed to the project, the research is continuously ongoing so clients can carry on collecting significant information for longer periods of time than a more traditional survey or interview. 113

118 Appendix A - Primary Data Research Tactics Primary Data - Survey - Omnibus Panels Another advantage to omnibus panels is that they are a good way to reach specific interest groups. Due to the fact that each group is has been pre selected for the study, the researchers will be able to use the same people in ongoing studies for the same or similar studies. Lastly, Omnibus panels are an efficient way of gathering information in a timely manner. Since the process is ongoing and clients have prepared the questions they wish to be answered in advanced, the clients will receive results much sooner than another form of research. The client also has saved time due to the fact that the hired researching firm has compiled and analyzed the data and information the company has requested. Disadvantages to an omnibus panel: No matter what research method is being used, there will always be some sort of disadvantage to that method. One disadvantage of the omnibus panel is that clients only receive the information that they asked for. This occurs as a consequence of another company being hired to do the research. The researching company doesn t know the fine details of what a company is exactly looking for, thus the researchers conducting the panel may miss vital information that could ve been extremely useful to the study. Therefore, it is important for clients to understand that those research companies who conduct interviews independently may discover more beneficial information to the study than if they had hired someone else to conduct the panel. Another issue that may arise with the use of an omnibus panel is that the participants of the panel may not be representative of what the client wants. This may occur due to quick selection of the sample size in order to keep it convenient for the researching firm. If this occurs, the information gathered from the interview or survey can be deemed useless. My Opinion In my opinion I think the omnibus panel can greatly benefit many companies especially those who are looking to gain information quickly without spending a fortune on research. If a company is looking to gain more comprehensive information and is relying on this research to yield results, then those clients should look into investing their money into more traditional research methods. Citations Iacobucci, Dawn, and Gilbert A. Churchill. Marketing Research: Methodological Foundations. [Mason, Ohio]: South-Western Cengage Learning, Print. Murthy, S. N., and U. Bhojanna. Business Research Methods. New Delhi: Excel, Print. Omnibus Survey Definition. - Online Surveys. Survey Analytics 2012, n.d. Web. 02 June

119 Appendix A - Primary Data Research Tactics Primary Data - Survey - Online Interview Primary Data - Survey - Online Interview Primary Data Survey Online Interview Online interviews are a form of online research techniques. Online interviews mainly focus on the demeanor of dialogue or discussion interactions as one-to-many interactions are usually called online focus groups. The online interview approach is a fairly new and innovative research technique. Nevertheless, there are many reasons to why online interviews can be a suitable and important methodological implement. Internet has provided a lot of new possibilities and help for marketing research tactics to surveying people in distance. There are ways such as an interview, where the interviewer sends and asks questions and the interviewee responds back. They can also use chat and instant messaging to interview the person and the benefits of that is that there can be follow-up questions during the time of the interview. In interviews, the interviewers usually have a good number of well-thought-out questions, which they go over with the respondent. Responses are either uttered by the interviewer, or available in the coding arrangement, which the interviewer seal as the contributor speaks. The advantage to this is that the interviewer will now understand the respondent much better, which will escalate the tendency for an honest and accurate response from the respondent, and meanwhile any misunderstood questions can be clarified. It is essential for survey questions to be clear and straightforward, easy to answer, and comparatively short. Below are some common recommendations for creating decent survey questions for an Online-Interview: 1. Avoid confusing words 2. Ignore easily misunderstood words 3. Ask only one question at a time 4. Make sure questions do not lead contributors 5. Limiting all of the questions to the research topic 6. Model and experiment the questions before carrying them out Advantages of using an online interview as oppose to on-site interviews provide researchers with chances and opportunities to: 1. It Reduce time to hire and save a lot of money 115

120 Appendix A - Primary Data Research Tactics Primary Data - Survey - Online Interview 2. To be able to interview those who are difficult to reach; for instance those who are socially isolated or those living in dangerous areas 3. It can be used to contact an unidentified targeted audience whom are unidentified. 4. Less costly for the researcher and interviewer 5. Deliver and provide prepared transcribed interview information and data, 6. It Decrease the interviewers concerns since they are not able to see contributors. 7. Another advantage is that it improves Employer Branding However there are also possible disadvantages to online interviews. These might include: 1. Complexity in reviewing how the given questions and replies are being understood on either side due to the lack of visual evidence and clues. 2. Instituting an efficient rapport and level of trust amongst the researcher and contributor within a computer arbitrated research relationship 3. Accomplishing and gaining a long-term obligation to the research subject by the participants if needed Online interviews could be done in a lot of ways in a variety of ways such as: over the webcam, programs like Skype, MSN Messenger, Google Chat or other applications such as . Conclusion & Recommendations: Online interviews are as important as face-to-face interviews and if successful, it would lead onto a job offer if all the interviewing were done online. There are also some recommendations for the interviewees who are doing an online interview, which is not to forget that they are still in a formal interview and the place they are 116

121 Appendix A - Primary Data Research Tactics Primary Data - Survey - Online Interview is very important. Make sure they are dressed professionally even if they are sitting on a chair, clear the workspace so there is nothing distracting behind the scene, make sure the room is quiet and communication is clear and practice before the actual interview. Works Cited: Andrews, D., Nonnecke, B. and Preece, J. (2003) Electronic survey methodology: A case study in reaching hard-to-involve internet users. International Journal of Human-Computer Interaction, 16, Arnau, R. C., Thompson, R. L. and Cook, C. (2001) Do different response formats change the latent structure of responses? An empirical example using taxometric analysis. Educational and Psychological Measurement, 61, Coomber, R. (1997) Using the Internet for survey research. Sociological Research Online, 2,

122 Appendix A - Primary Data Research Tactics Primary Data Survey Personal interviews In Home Primary Data Survey Personal interviews In Home Primary Data Survey Personal interviews in home By Jie Kou & Jiaqi Yu Introduction: Marketing research is the technique of face-to-face interviewing to collecting useful information. One example, the personal interview, can be set up at home, shopping mall, and office. Since in-home interviewing surveys needs specific workers to complete them, the cost of this interview is much more expensive than other types of interview, including mail interviews, telephone interviews and so on. However, the in-home interview provides the best opportunities for interviewers to get detailed information and sensitive responses about job hunting. The personal style and biases of each interviewer can affect how the participants respond and how the responses are recorded. To be honest, because they are inconvenient, in-home survey is not that popular nowadays. Normally, in-home surveys will be a lot of personal questions or questions related to the family. During the sessions, interviewers strive to blend in with the setting to observe, listen, probe and use the environment as a stimulus for conversation to uncover those elusive insights that can help optimize a brand and engage consumers. By doing the in-home interview, the interviewer will receive the detailed information that no one has never see before because a controlled research environment still exists. Compared with other ways of researching, in-home interviewing is complicated. It will require attending someone s home; the purpose of doing the research cannot be simply classified as answering the questions or getting extra information about how these people are living, what kind of people they are meeting, and getting a peek inside someone s home. The theory behind the visit is that interviewers want to see you that you are in a clean home and are not living with a criminal and so on. A question sample that tries to find out what kind of home people are living in could be How can you deal with the noisy neighbor? Through the 118

123 Appendix A - Primary Data Research Tactics Primary Data Survey Personal interviews In Home answer, the interviewer will find some required quality or personality they are looking for. In this case, a job hunter should try to act be natural and professional when answering the interviewers questions. It should also be mentioned that the time length of an in-home interview will be about 1-3 hours. Therefore, in-home interviews are more difficult than mail interviews and telephone interviews. However, although in home interviews are complicated, most respondents prefer to interview face-to-face in their homes. In fact, interviewing in home has a lot of benefits for both interviewees and interviewers. Here are some of both: Advantages: 1. Flexibility: Schedule, location, questions are posed in random order 2. Prepare: Interviewees have the opportunity to prepare in advance to in-home interview. Interviewees can note career changes they have had, and their strengths and weaknesses, all which would put the interviewees in a good light. 3. Interviewee Body Language: Interviewees have enough time to prepare; they may rehearse in front of a mirror several times if they want to practice. The most important things are to maintain composure and be confident. 4. Achievements: In-home interviews leave enough time to allow interviewees to share about their background success stories and past achievements. For example, if someone talks about one of their strongest achievements from a previous job, the interviewer would think this person would be successful again in a similar work or social role. 5. Comfortable environment: Interviewing in private places like a home provides a client with a comfortable environment. Also, the client can answer private questions which s/he cannot answer comfortably at a coffee bar and shopping mall. 6. A face-to face-interview is a dialogue: In a dialogue, it is easy for the interviewer and interviewee to easy to understand each other and make the conversation more fun because the interviewer can use a series of open-ended questions than the interviewee can answer. While the in-home interview has a lot of good points, we still can see two major shortcomings. Disadvantages: 1. The time of the interview: This is particularly true of in-home interviews where travel time is a major factor. The growing number of working women often means that no one is home during the day. This leads to the limits in time for face-to-face interviews. 2. Most expensive: Personal interviews usually cost more per interview than other research methods. Our Thoughts In our opinion, although in-home interviews are more complicated compared to mail interviews and 119

124 Appendix A - Primary Data Research Tactics Primary Data Survey Personal interviews In Home telephone interviews, interviewees and interviewers can get an in-depth understanding of each other with in-home interviews. This is because an in-home interview can take place in a private place. For example, if the interview is done in a public place such as Starbucks, people walk in and out of the café and it s hard for the interviewer and interviewee to get down talking. This is a problem because interviewees and interviewers want to be comfortable in their own space without the public noises. Last semester, we were grateful to have an opportunity to interview someone at home. This was the first time for us to do an in home interview, but we believe we did quite well. All of us were very relaxed during the interview; it was like chatting with friends. Conclusion In home face-to-face interviews let interviewees relax in an easy environment, release the mood indefinitely, and follow one s inclinations. Interviewees have plenty of time to prepare in order to make the interview fantastic. However, the cost of and allowing for the time to do a face-to-face interview are two major deficiencies. Compared to shopping malls, mail and telephone interview, and even though an in-home interview is a big inconvenience to interviewers, it still has many added bonuses. Work cited Anya Shasheve, In-Home Ethnographic Market Research Interviews. Memon, A., Meissner, C. A., & Fraser, J. (2010). The cognitive interview: A meta-analytic review and study space analysis of the past 25 years. Psychology, Public Policy, and Law, 16[4],

125 Appendix A - Primary Data Research Tactics Primary Data - Survey - Purchase Intercept Interviews Primary Data - Survey - Purchase Intercept Interviews Leo H. & Ruby Z. Introduction Purchase Intercept Surveys are widely used in market research, and they are able to reach a large segment of the population. When customers taking the products to the front cashier, that is possibly the most important marketing opportunity retailers have available. At that point, purchase intercept surveys can help enterprise evaluate the performance of existing promotions, assist in its strategic planning, and increase the total return on investment. For instance, retailers can obtain a true understanding of the customer: why they choose this particular brand; how they feel about the package, design, or price. Purchase intercept interviews provide a unique opportunity to understand customer s thoughts, feelings and motivations when they are actually occurring and are fresh in mind. My Thoughts Purchase intercept interview is a type of qualitative research. It allows researchers to perform relatively inexpensive studies on a large number of populations. The importance of Purchase intercept interview has been demonstrated by its popularity and significant growth over the past few years. This is primarily due to the fact that it is increasingly difficult to reach a truly representative sample of consumers via other methods, be it phone, internet, or mail. However, shopping mall intercept interviews are able to grasp every opportunity to gather the shopping experience that customers have. Meanwhile, more important experience come form those consumers who left a store without making a purchase, this is the key to company s unlocked potential and untapped profits and it can be undoubtedly captured by purchase intercept interview. Further, data insights gained from point-of-purchase surveys are actual, true, top-of-mind thinking, which simply isn t obtainable via other methods. Therefore, purchase intercept surveys are growing in popularity as a result of their low cost, and ugh volume survey responses. Moreover, base on the communication theory, purchase intercept interview also an important application of synchronous communication, because the main methods for carrying out purchase intercept interview is talking to consumers face-to-face. In purchase intercept interview, there is no significant time delay between question and answer; the interviewer and interviewee can directly react on what the other says or does. The interviewee can give the interviewer a lot of extra information that can be added to the verbal answer of the interviewee on a question, which means interviewer can gain more psychological and emotional information of consumers. These information can greatly assist enterprise gather provide personalized services to customers, bring them satisfaction, trust and commitment, subsequently achieve psychological change from ordinary customers to loyal customers. Thus, purchase intercept interview is an important basis of psychological contracts in enterprise-customer marketing context. 121

126 Appendix A - Primary Data Research Tactics Primary Data - Survey - Purchase Intercept Interviews Advantages The first advantage of purchase intercept surveys is Low costs. Compared to other interview methods, Purchase intercept is the most cost-efficiency method. Secondly, Purchase intercept survey happens right after each transaction, researchers could receive instant accurate results from customers first reaction. Third, Purchase intercept method allows researchers access to large number of individual samples which create more accurate results. Furthermore, due to this synchronous communication, purchase intercept interview can save considerable time. Disadvantages One of the downsides on purchase intercept method is that customers sometimes may feel uncomfortable to be interviewed right after their purchases. Furthermore, collected data may affect by demographic sampled. On the other hand, purchase intercept interview holds the synchronous character of the medium, which requires the interviewer concentrate much more on the questions to be asked as well as the answers given. Especially when an unstructured or semi-structured interview list is used, and the interviewer has to formulate questions as a result of the interactive nature of communication. Therefore, adequate preparation is required before the interview. Case Study During the five-year work in Futureshop (West Vancouver), I was always intending to link the knowledge that I learnt from school with my realistic work. So I decided to perform interviews by purchase intercept method. For the past weekend, as an entertainment department associate, I asked random customers questions about video games, include video game reviews, video game ratings, movie ratings, game hobbies, etc. During the investigation, 80% of those customers felt comfortable to answer our questions. The rest of them were felt annoyed or uncomfortable. Here are the survey questions: 1. If you play video games, at what age did you first begin playing? 2. If you own video games, please list as many videos? 3. Which type of video games interest you the most? 4. Which attribute is of most importance when looking for a video game console? 5. During an average week, how many hours will you spend playing video games? 6. Do you consider yourself to be an active video game player? 122

127 Appendix A - Primary Data Research Tactics Primary Data - Survey - Purchase Intercept Interviews 7. Have you ever purchased any M-rating games for your under age children? 8. In your opinion, do you feel that playing violent video games develops permanent violent behaviour over time or just brings out violence that is being suppressed temporarily? After interviewed 35 consumers, we got the results of the survey and visualized the data we collected as follows: 123

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130 Appendix A - Primary Data Research Tactics Primary Data - Survey - Purchase Intercept Interviews Conclusion To sum up, Purchase Intercept Surveys is a hands-on way for companies to understand their customer better. With a good understanding of purchase intercept surveys principle and operation method, qualified field 126

131 Appendix A - Primary Data Research Tactics Primary Data - Survey - Purchase Intercept Interviews representatives can effectively station both inside and outside locations in stores in order to attract customers for face-to-face interview. As mentioned in our case study, we appropriately targeted consumers based on demographics, such as, ages,genders, whether or not they made a purchase, whether they were shopping alone, as a couple or with children, or virtually any other specification request. After collecting useful information, we translated the gathered data into actions that can take to improve customers experiences in Futureshop. According to analysis above, we find out that every customer has his/her own personal favours in video game purchasing. To implement the video games sales is to find out valuable end-users, deeply motivate their potential demands and grab more sales orders through designedly purchase intercept interview. This further confirms that Purchase Intercept Surveys is definitely a valuable tool for business. Works Cited Burke, Raymond R. Retailing in the 21st Century/The Third Wave of Marketing Intelligence. Bloomington: Springer Berlin Heidelberg, 2010.Print. Hill, Mark E. Marketing Strategy: The Thinking Involved. California: SAGE Publications, 2012.Print. Rice Rich,and Hancock,Linda. The Mall Intercept:A Social Norms Marketing Research Tool. National Social Norms Resource Center 6.2 (2009): Web. 03 June

132 Appendix A - Primary Data Research Tactics Primary Data - Web - Heat Maps Primary Data - Web - Heat Maps Farham K and Ritesh Ahire Introduction In today s technologically advanced world, organizations are heavily dependent upon their ecommerce division to remain competitive in a globalized marketplace. In order to successfully track progress within their ecommerce division, one must undertake qualitative and quantitative methods of tracking consumer behavior. Qualitative data collection methods such as heat maps provide market researchers with an efficient mean of representing data in a visual format, which makes it highly distinguishable and easily comprehendible. This essay will explain the technique of using heat maps, the benefits attained through the usage of heat maps, circumstances that make its implementation most beneficial, and outline some examples of its use for market researchers. Benefits Heat maps provide many benefits for marketing researchers such as visual representations of data about visitor interactions about a given website. These visual maps allow users to easily understand and make inferences about a specific set of information that can be then used to make improvements to a websites structure. Heat maps allow us to track many different user web-movements such as time spent on links, clicks on links, mouse movements on a page, time taken to click a certain link upon entering the webpage, and show us information needed for the true optimization for the website. Heat maps are color coordinated representations which indicate higher and lower volumes of usage through different colours such as red representing high volume and green representing low volume. This tactic is also very effective in determining high traffic, low traffic, and dead-end areas of a website which can help in the fluidity of web navigation. [Dev, Rocky] Application Heat maps are best applied when market researchers try to find which sections of a page are used the most or the least, the patterns of usage, how to better meet customer expectations and maximize customer retention, and to understand how a viewer exactly utilizes the page. Since they show which parts of the page are looked at the most, marketers can strategically place promotional ads in high traffic areas to obtain the highest return on their investment [Heatmaps]. In addition, they help make organizational decision about e-marketing programs during the earlier stages through information derived from the heat maps. This can be done by analyzing a users behavior to improve the informational architecture of the website [Prestipino] One of the most popular tools used for data collection today is called Google Analytics. Google analytics provides real time user information such as click rates and time spent on the website but it does not show what the user was doing during their visit. Moreover, the most critical function of heat maps is that it can tell us why 128

133 Appendix A - Primary Data Research Tactics Primary Data - Web - Heat Maps visitors chose to leave the website. Decisive action can then be taken to amend those shortfalls [Tondwalker]. Examples Below are a few examples of heat maps used to monitor different websites. Figure #1 [Prestipino] Figure 1 shows a distinct heat map of a website. You can tell that users are highly interested in the left side of the page, do not touch the advertising portion of the page and are also interested in the links for this week provided by the magazine. The color scheme showcased shows bright colors with higher traffic and light colors with lower traffic. Figure #2 129

134 Appendix A - Primary Data Research Tactics Primary Data - Web - Heat Maps [Zhekov] Figure #2 showcases areas at which users are more likely to click. Thus making this a click heat map. This allows marketing researches to identify the areas which are most visited on the page; thus helping them in making decisions on promotional events, advertising and placement of key elements of their merchandise. Figure #3 [Tondwalker] Figure #3 showcases a mouse movement heat map. This heat map highlights with x marks where the clicks occurred on a website and also has a colored coded scheme to show the mouse movement on a website. The brighter colored areas are where the highest traffic occurred and the lighter colored areas are where the lowest traffic occurred. This is helpful in determining where to place key elements of your website such as links to promotional items, sale items and your hot items. There are usually always F shaped patterns when 130

135 Appendix A - Primary Data Research Tactics Primary Data - Web - Heat Maps using this type of heat maps. Conclusion In today s fast paced environment, the ability to track and analyze data effectively and efficiently is key to a business s success. There are an abundant number of tools market researchers can use, one of which are Heat Maps, which show detailed information about a consumers behavior during their time spent on a website. Heat Maps collect data such as the time spent on links, mouse movements on a page, and actions taken while browsing different areas of the page. The detailed information collected can then be used make strategic improvements or restructuring to a webpage in order to boost visibility of a certain page or product. Works Cited Dev, Rocky. What Is Website Heat Map? Why To & How To Use Heat Map for Website? Extreme Web Designs. N.p., 21 Mar Web. 01 June Heatmaps. Webtrends. N.p., n.d. Web. 1 June Prestipino, Pete. Heatmaps It s Getting Hot in Here. Website Magazine. N.p., n.d. Web. 16 Mar Tondwalkar, Amol. Heatmaps. SlideShare. N.p., n.d. Web. 01 June Zhekov, Nyagoslav. Heat Map of the Local Search Results on Google. Local Search Marketing and Google Local SEO. N.p., 24 May Web. 01 June

136 Appendix A - Primary Data Research Tactics Primary Data - Web - Web Analytics Primary Data - Web - Web Analytics Primary Data Web Analytics by Miguel B. Web Analytics is a primary data collection tool that allows website owners to monitor, analyze, measure and report the activity of any given website with a great level of detail. This software allows to see specific information about a website s visitors, including how many people visited their site, how many of those visitors were unique visitors, how they came to the site (i.e., if they followed a link to get to the site or came there directly), what keywords they searched with on the site s search engine, how long they stayed on a given page or on the entire site and what links they clicked on and when they left the site. Webopedia. There are many web analytics software providers some of which include Google Analytics, Piwik, Crazy Egg, FireStats, Woopra and AWStats. Looking specifically at Google Analytics, one of the most popular solutions in the market, the main categories that can be reviewed using their software include audience information, traffic sources, website content and conversions. Google Analytics Interface Audience information data includes demographics, behavior, frequency and recency and finally engagement. Demographics refer to visitor language and their location. With this information, a website can be customized to serve the needs of a particular segment. For example, you can add a version of your site in Japanese if you have a large number of visitors from this area. Another component of audience is visitor s behavior, which entails new vs returning visitors. This refers to the ratio of new to returning visitors by number of visits and percentage of visits Audience Next is Frequency and recency which lets you see the level of user interest in your site. If these numbers are low, you then create content that can be more appealing to your audience. 132

137 Appendix A - Primary Data Research Tactics Primary Data - Web - Web Analytics The last subtopic within the audience category is engagement, which lets you see how much time people spend on your site, in increments of seconds, and how many pages they view Engagement. The next main category that we will look at is traffic sources, which let you see in great detail how are visitors finding your site. You can see if visitors arrived on your site using organic or paid search engine queries, weather they clicked a paid advertisement, what key words they used and what pages they landed on. This information is key for search engine optimization, and if you have an advertising budget, you can fine tune it and spend more on what works and less on what does not. Website content refers to speed, number of page views, average time spent on a page, top landing and exit pages and bounce rate. Knowing this information allows you to improve the content on your site to meet the needs and expectations of visitors. Content Here you can find what pages are visited the most so you can get rid of the ones that don t receive visits, or change them so they become more appealing to the site s visitors. Lastly, the conversions tab can be customized according to what the site intends on delivering. For example, you can set a checkout page as a goal, so every time this page receives a hit, is because someone has purchased something, therefore allowing you to measure conversion rates. To sum up, using web analytics can offer many benefits so companies and organizations can deliver a more efficient site to their visitors as it offers accurate primary data that reports automatically. According to a study done by Clark University, the advantages of using web analytics include offering very accurate session data as well as deeper level page analysis while the disadvantages are that it does not provide marketing-based data and geographical analysis can be more thorough. In any case, once you understand the basics it can help improve dramatically the functionality of a website while allowing for a more in depth analysis, measurement and report creation. 133

138 Appendix A - Primary Data Research Tactics Primary Data - Web - Web Analytics Works Cited The Astonishing Power of Eye Tracking Technology Without the High Costs. Crazy Egg. N.p., n.d. Web. 04 June Audience. New vs Returning Visitors. N.p., n.d. Web. 04 June AWStats Free Log File Analyzer for Advanced Statistics (GNU GPL). AWStats Free Log File Analyzer for Advanced Statistics (GNU GPL). N.p., n.d. Web. 04 June Content. Content Overview. N.p., n.d. Web. 04 June Engagement. Engagement. N.p., n.d. Web. 04 June Google Analytics. Google Official Website. N.p., n.d. Web. 04 June Real-time Customer Analytics. Woopra RSS. N.p., n.d. Web. 04 June Web Analytics. Clark University. N.p., n.d. Web. Webopedia. Web Analytics. Webopedia. Webopedia, n.d. Web. 04 June Welcome to FireStats. FireStats. N.p., n.d. Web. 04 June

139 Appendix B - Secondary Data Research Tactics Secondary Data - Case Study Appendix B - Secondary Data Research Tactics Secondary Data - Case Study Case Study Introduction Generally, case study is used in social sciences and life sciences, to describe and analysis a person, a group or an event. When we narrow it down and define it as a research strategy, case study would be a method to investigate a phenomenon in real life context. Case study can be single or multiple case studies; and case study is a great method to consider a single or complex research question. Case study was situated as a research approach, staying between concrete data taking techniques and methodological paradigms. Researcher Robert K. Yin defines the case study research method as an empirical inquiry that investigates a contemporary phenomenon within its real-life context; when the boundaries between phenomenon and context are not clearly evident; and in which multiple sources of evidence are used (Yin, 1984, p. 23). Case study is considered as the most flexible research design, all researchers will keep their nature characteristics in real life while they investigating events. Application Case study is an empirical inquiry, apply to: l Investigating contemporary phenomenon with real life context; l In the case/cases, the evident to find out the boundaries between phenomenon and real life situation are not clear; l Multiple sources of evidence are used. Case study VS. Other research strategies Case study is one of many other methods to do research and gather primary data, such like experimentation, survey, observation, history, and archival analysis. Table 1. Helps us to figure out the differences amount different strategies and when we should use which strategy. Yin(1984) claimed three standards to determine the main characteristics of research strategies: research question category, if need to control over behavioral event, and if it need to focus on contemporary events desired. Table 1. Differences of five research strategies 135

140 Appendix B - Secondary Data Research Tactics Secondary Data - Case Study Strategy Research question category Experiment Survey How, why Who, what, where, how many, how much How, why no Who, what, where, no how many, how much How, why no History Archival analysis Case study Need to control over If it focus on behavioral event? contemporary events desired? yes yes no yes no Yes/no yes It is not difficult to understand that, who, what, where, how much and how many are more focusing on describing the phenomenon, as some surface question. For example, what is you occupation? Where do you study for math? How much do you spend on dining outside? Researchers can gather as much as they want about the phenomenon; then how and why questions are touching the connection between phenomenon in real life and the reasons to the phenomenon. For example, how you get text book this term? In book store or craigslist. Why you dining in this restaurant every weekend with your friend? Case study is helpful to find out further information. However, case study is focusing on contemporary event, it cannot be using for researching phenomenon happened long time ago, different life style and different thinking result bias. Moreover, although many further information are collected from respondents directly, deviation will happen if researchers are from different cultures or different age level. Step by step to do case study (The Case Study as a Research Method) 1. Determine and define the research questions - Using why and how questions. - Questions are focusing on several events or phenomenon and their inter-relationship. 2. Select the cases and determine data gathering and analysis techniques When researcher uses sources like administrative reports, agendas, minutes, and news clippings, researchers will interview members of this organization, observation cannot be used as a tool because some organizations involved have no office and meet infrequently to conduct business directly relate to the electronic community network. 136

141 Appendix B - Secondary Data Research Tactics Secondary Data - Case Study 3. Prepare to collect the data -Interview and survey can be used to members of this organization for data collection. -Researcher will select several cases as pilot cases. 4. Collect data in the field Researcher follow open-ended question as structure to ask interview questions. For example: Research Question: Why do non-profit organization participants use the network? Interview Questions: How did the organization make the decision to place data on the World Wide Web community network? What need was the organization hoping to fulfill? Research Question: How do non-profit organization participants determine what to place on the electronic community network? Interview Questions: What process was used to select the information that would be used on the network? How the information is kept up to date? 5. Evaluate and analyze the data -Within-case analysis. Investigators will exam single case with corresponding data. -Cross-case analysis. Investigators exam pairs of cases, find out the similarities and differences. 6. Prepare the report Conclusion Based on complex sources and large amount of data, case study is not a simple strategy. However, its features like apply to real life, contemporary, and its public accessibility through report bring this strategy to many different research. Work Cited: Yin, Robert K., Case Study Research: Design and Methods, 1984: Newbury Park, 137

142 Appendix B - Secondary Data Research Tactics Secondary Data - Case Study Sage Publications, page 23. Soy, Susan K. (1997). The case study as a research method. Unpublished paper, University of Texas at Austin. 138

143 Appendix B - Secondary Data Research Tactics Secondary Data - Commercial Information Sources Secondary Data - Commercial Information Sources Commercial Information Sources by Allen Wang and Ivy Dong For the market research tactics, I have more interest in the Commercial Information Sources for the secondary research methods. In my eyes, I think that commercial information sources are the best way to get the secondary research sources. Among the best commercial sources of information are research and trade associations. Information gathered by trade associations is usually limited to that particular industry and available only to association members, who have typically paid a membership fee. Dun & Bradstreet is another commercial source of market research that offers an abundance of information for making marketing decisions. It operates the world s largest business database and tracks more than 62 million companies around the world, including 11 million in the United States. Finally, there are educational institutions that conduct research in various ways, ranging from faculty-based projects often published under professors bylines, to student projects, theses, and assignments. You may be able to enlist the aid of students involved in business classes, especially if they re enrolled in an entrepreneurship program. This can be an excellent way of generating research at little or no cost, by engaging students who welcome the professional experience either as interns or for special credit. Contact the university administration and marketing or management studies departments for further information. Advantages: The research gathered by the larger associations is usually thorough, accurate, and worth the cost of membership. Two excellent resources to help you locate a trade association that reports on the business you are researching include the Encyclopedia of Associations, and the Encyclopedia of Business Information Sources. What s more, local newspapers, journals, magazines, and radio and TV stations are some of the most useful commercial information outlets. Not only do they maintain demographic profiles of their audiences (their income, age, gender, amount of disposable income, and types of products and services purchased, what they read, and so on), but many also have information about economic trends in their local areas that could be significant to your business. Contact the sales departments of these businesses and ask them to send you their media kit, since you re working on a marketing plan for a new product and need information about advertising rates and audience demographics. Not only will you learn more about your prospective customers, you ll also learn more about possible advertising outlets for your product or service. Disadvantages: There are some disadvantages to using commercial information sources in secondary research. The originators of the primary research are largely self-governed and controlled by the marketer. Therefore, the secondary research used must be scrutinized closely since the origins of the information may be questionable. As a result, sometimes the commercial information we find online can be a low quality research, which 139

144 Appendix B - Secondary Data Research Tactics Secondary Data - Commercial Information Sources cannot meet our research goals. What s more, the researcher needs to take sufficient steps to critically evaluate the validity and reliability of the commercial information sources provided. Moreover, the commercial information data online is not specific to researchers needs. In many cases, commercial information data is not presented in a form that exactly meets the researcher s needs. Therefore, the researcher needs to rely on secondary data that is presented and classified in a way that is similar to their needs. In addition, incomplete information sometimes can cause the wrong result of the secondary research. In many cases, researchers find information that appears valuable and promising. The researcher may not get the full version of the research to gain the full value of the study. This is because many research suppliers offer free portions of their research and then charge expensive fees for their full reports. At last, the commercial information sources may not be new enough. When using commercial information sources for secondary research, one must exercise caution when using dated information from the past. With companies competing in fast changing industries, an out-of-date research reports many have little or no relevance to the current market situation. Works Cited ondary-research-disadvantages/ 140

145 Appendix B - Secondary Data Research Tactics Secondary Data - Expert Advice Secondary Data - Expert Advice Secondary Data Expert Advice Almost everybody knows what advice is, how to give it, and how to take it; but very few people know what expert advice is and what the benefits of it are. Expert advice can also be known as methodological advice and is usually asked by the one needing advice to verify the credibility and quality of the research conducted. The goal of the advisor (see statistical consultant) is to guarantee the quality of research undertaken by his client, a researcher, by providing sound methodological advice (Advising on research methods: A consultant s companion 2008). There is a lot of collaboration when receiving and giving expert advice on research being conducted. This process is usually a long-term process between the advisor and the receiver and is a more of a collaborative deal between the two where the advisor is actively involved in the design and execution of the research. Research being done would require a secondary opinion of advice, which is generally the main reason why it is called expert advice. There are typically two situations that we currently would encounter expert advice being used: a student who is researching and needs assistance that is given by a professor; and a professional who is researching and hires assistance from a third party or secondary source. The costs would be different as students usually get free expert advice, while the professional would have to pay for using another s time. The subject can either be a single entity or it could be multiple entities, varying on what is necessary in order to complete the research. The most important aspect of expert advice is what benefits does it elicit to students who are researching and 141

146 Appendix B - Secondary Data Research Tactics Secondary Data - Expert Advice why it is recommended to have expert advice rather than advice from peers? Some benefits are the following: Allows students to be coached and mentored when conducting research. Research results in most cases tend to be of better quality as a result of the collaboration with the advisor. The students are less afraid of expressing their ideas as a result of a more experienced researcher overlooking the work being done. Allows students to leave their comfort zone in order to achieve higher goals. Many students see the use of expert advice as a useful research tool as a result of the above points. They have more courage and enthusiasm towards the research because they have the resource of a coach and mentor that will overlook their actions in order to maintain a quality standard. The cost is typically free as well as long as students do not begin to waste time, but rather spending it to deliver new ideas to helping the research. All in all, students are at a benefit when using secondary data such as expert advice as a result of the cost being low, if not free, and the amount of value received by the student when receiving help from the advisor. Sources: Adèr, H. J., Mellenbergh G. J., & Hand, D. J. (2008). Advising on research methods: A consultants companion. Huizen, The Netherlands: Johannes van Kessel Publishing. 142

147 Appendix B - Secondary Data Research Tactics Secondary Data - Industry Data Secondary Data - Industry Data Parham Shahmoradi & Ali Tayefi Secondary Data is most useful when the company involved in doing the research doesn t want to spend a major amount of hours on research. This tactic is also very useful when the company involved in doing research wants to find data and information within an industry, which is already established. And, is more than halfway past the growth stage in the product/industry life cycle. There are more than enough sources for industry data, but these sources may not include extensive data in particular industries. This is why gathering industry data is best when the industry is more than halfway through the growth stage, and large research companies have already gathered data and are either posting them for free use or are selling the information. A major and very useful source for Canadian industry data is one provided by the government itself, called Industry Canada. This website includes data on various industries within Canada. Most of the data is on industries well past the growth stage. Examples include Agriculture, forestry, construction, manufacturing (food, textiles, clothing, etc ), retail trade, finance, real estate, and many more (Canada, 2013). Certain industries such as Fitness are not included, because these industries are newer, not a lot of research has been conducted, and/or the agency conducting the research hasn t had any incentive to conduct research within the industry. Another major website to gather industry data is Statistics Canada. This is another website with free data for the public to use offered by the Canadian Government. Even though this website is not directly industry related research it can be used to gather industry data very effectively. For example this is just one research we have access to from StatsCan: Presence of Income (9), Age Groups (5A) and Sex (3) for the Population 15 Years and Over of Canada, Provinces, Territories, Census Divisions, Census Subdivisions and Dissemination Areas, % Sample Data Understanding demographics is an obvious example of industry data. Even though we are not directing getting data on the industry we can gather valuable information about demographics to compare with the industry. Just knowing average income levels within a certain geographical region can be such valuable information, which could be enough to convince a business owner to open a new store in the area. There are also two other types of agencies, which provide industry data. One of them is previous conducted research sold by research companies and the other are research companies, which you pay to conduct research. If you are part of company that is need of very specific data, then the better option would be to hire a research company to conduct research for you. If you are part of a company that is looking for an overview of a certain industry, then if available you can suggest buying previously conducted research. An example of a company that will conduct research for you is Nielson. They offer services to look into 143

148 Appendix B - Secondary Data Research Tactics Secondary Data - Industry Data industries for you. Here is some writing by the website itself. Whether it s insight into private label growth, consumer confidence, volume, pricing, promotion, demand, or emerging markets, Nielsen s industry expertise can be trusted again and again to improve bottom-line profits and maximize return on investment. This company offers free consulting before making any commitment to buy (Nielson, 2013). An example of a research company that sells previously conducted is Market Research.com. They have reports that are over 30 pages with full statistics that include quantitative and qualitative data (Research, 2013). Personally we recommend Secondary Data Industry Data to be conducted whenever necessary. We especially believe if you are an emerging company in a new industry or are entering into an unfamiliar industry, which your company has limited knowledge about it then gathering industry data will prove to be very useful and beneficial. We also want to gather the best data from a wider sample set. Generally speaking, we believe it is a good marketing research strategy as long as the benefits exceed the cost by 10 times or more. For example, if our theoretical company was looking to export SEO services to a country which is recently emerging and expanding their capability with the Internet. This country could easily be a Southeast Asian country or a South American country. Then it will prove to become very handy gathering industry and market data from the country we want to emerge into. We should do this before we travel there and spend lots of capital setting up shop and establishing CRM and business relationships. Bibliography Canada, I. (2013, May 27). Industry Canada. Retrieved May 27, 2013, from Industry Canada: Canada, S. (2013, May 27). StatsCan. Retrieved May 27, 2013, from StatsCan: Nielson. (2013, May 27). Nielson. Retrieved May 27, 2013, from Nielson: Research, M. (2013, May 27). Market Research. Retrieved May 27, 2013, from Market Research: 144

149 Appendix B - Secondary Data Research Tactics Secondary Data - Internal Data Secondary Data - Internal Data Secondary Data Internal Data Secondary, internal data is data that has been collected internally (from within a company or organization) for reasons unrelated to some type of research project or proposal. It is usually useful in providing background, contextual information that isn t directly related to answering a specific question or solving a specific problem. Secondary, internal data is usually collected from sources that already exist; technically the research has already been done for you by someone else, you must merely extract and interpret it. There are three main sources of secondary, internal data: accounting and financial records, sales and marketing reports, and miscellaneous reports. Accounting and Financial Records This can include documents such as a company s income statement, balance sheet, and statement of cash flows. If a company is public this can also include audited company financial statements. Ratio analysis that is performed can also be included in this section. We can use these records to compare financial data and information with other companies and the industry to create comparison data and improve our research techniques and tactics. Sales and Marketing Reports Included in this category are numerous different reports: type of product/service purchased, type of end-user/industry segment, method of payment, product or product line, sales territory, salesperson, date of purchase, amount of purchase, price, application by product and location of end-user. Miscellaneous Reports Includes things like inventory reports, service calls, qualification and compensation of staff, production, and research and development reports. Even documents such as the company s business plan and customer complaints log can be useful sources of secondary internal data. Pros and Cons Each of the three above internal secondary data sources has their positives and negatives: 145

150 Appendix B - Secondary Data Research Tactics Secondary Data - Internal Data Accounting and financial records have a time issue. Data here is collected from a certain time period and this data is only released, as the company wants the information to be given out. If can also be difficult to attain this information is the company we are getting the data from isn t publicly traded. Annual reports are release quarterly or annually attributing to the timeliness issue that using this source of secondary internal data brings along. Even though we are dealing with the issue of financial statements being released quarterly or annually we must also take into consideration the time delay of the information being given out. Since statements will be from the year that just occurred. Accounting principles and theories, which companies use, are also subject to scrutiny and interpretation. They may not provide us with the exact type of data we are looking for and this could hinder our research observations and interpretations. We can use financial data to establish and measure performance factors of a company while also comparing this data in the future to other companies or the same company. Sales and marketing reports can provide us with an abundance of information. They are relevant and reliable as internal secondary data. They provide the user with information that can be key in relation to data needed to attain. Since these reports are already created they are cost effective and easily attainable for anyone who wants to use them as data sources. Miscellaneous reports provide us with added information, which is reviewed at minimal cost. These reports can be handy in gathering data that we have otherwise not thought of getting. Reviewing company business plans can help us determine the direction and the path a company wanted to take and is currently taking. This provides the users with comparative information. Customer complaint logs are easily attainable while providing data, which can be easily interpreted and used. Summary Internal secondary data is cost efficient, easily attainable and provides its users with relevant and reliable information. Using this data collection method proves to be promising. The data that is found and collected is useful to its users in many ways, while still maintaining it s status as an inexpensive data collection technique. Financial information, even while having a timeliness issue, is very important. It provides us with a general overview of the company and what direction they are going in; as well as, what their spending has been like and how much cash flow they have for future endeavors. Sales and marketing reports will provide us with the most viable information we could collect from these three secondary internal data sources. It covers a broad range of spectrums while maintaining its status as a cost efficient source of data. Miscellaneous reports are the smallest category but could unintentionally give us data that we wouldn t ever expect to stumble across or even think of collecting. Works Cited Management Paradise. N.p., May Web. 3 June < 146

151 Appendix B - Secondary Data Research Tactics Secondary Data - Internal Data marketing-research-mr/ internal-sources-secondary-data.html>. Steppingstones Partnership, Inc.. N.p., 1 Dec Web. 3 June < Riley, Jim. Tutor2U. N.p., 23 Sept Web. 2 June < 147

152 Appendix B - Secondary Data Research Tactics Secondary Data - Internet Secondary Data - Internet By: Elham Kamkar Introduction For products and services already available, marketing research can tell companies whether they are meeting their customer s needs and expectations. Communication helps businesses grow and prosper, creates relationships, strengthens the effectiveness of organizations, and allows people to learn about one another. New technology, such as the Internet significantly affects the way companies communicate with prospective customers. The field of Internet research is relatively new and growing. Online research methods enable researchers to use increasingly sophisticated digital tools to collect data via the Internet. As a result, the practice is also referred to as Internet research for accessing secondary data. Secondary data is used when data is required in less time, less cost, and when it is not possible to collect data from direct (primary sources). Secondary data analysis occurs when a researcher wants to analyze data that differs from the purpose for which the participants originally gave consent. There are thousands of sites that facilitate data collection on markets, prospective customers, and competitors. Advantages One of the most effective uses of the Internet is as a source for collecting detailed competitive intelligence. Managers can access data on the industry and review competitor s Web sites, which reveal information about the products or projects, advertising strategies, potential alliances, financial performance, and news accounts of current or potential rivals. Companies that transact online have a wealth of data that can be mined that exist due to the nature of the Internet. Every action that is performed on the company Web site is recorded in the server logs for the Web site. Social networks, blogs, and other forms of social media have emerged as forums where consumers discuss their likes and dislikes. These data can be tracked and monitored to establish the reactions of consumers. The Internet is an ideal starting point for performing secondary research based on published data and findings. However, with so much information out there, it can be an overwhelming task to find reliable resources. The first point of call for research online is usually a search engine, such as or By simply type in the topic, or several key words about what you are looking for, the search engine will provide Web sites that have information related to that topic. Search engines usually have a selection of advanced features that can help online research. For example, Google offers Advanced Search ( search?hl=en), Google Scholar ( and Google Book Search). Disadvantages Although using Internet for collecting secondary data is easy to access and cost-effective, using an Internet search engine can expand a search. There is no organization in charge of the Internet and no single complete 148

153 Appendix B - Secondary Data Research Tactics Secondary Data - Internet source or directory tells you what information is on the Internet. Therefore, there are significant limitations: 1. Desired information may be unavailable or outdated. 2. Data may be too broad or not specific enough to effectively address the firm s research questions. 3. The units in which the data are presented may not be meaningful. 4. The source of the data may not provide sufficient supporting material to allow the researcher to judge the quality of the research. 5. The data sources may lack reliability and credibility. Some secondary data may simply be inaccurate. Solutions and Techniques Search Engines As Internet is extremely disorganized, market researchers can formulate a search strategy by using appropriate keywords in order to collect data effectively. Some Internet search engines support logical expressions, which allow searching for combinations of keywords. Because no individual search engine covers the entire Internet, the best approach is to use a metasearch engine. Metasearch engines send a search request to collection of search engines, combine the results into one list, and sort this list on the basis of estimated relevance. If relevant secondary data files are available on the internet, such a process has a practical chance of finding them. Some metasearch tools are Ixquick Metasearch, Dogpile, Surfwax, Yippy, Mamma, Info.com, AllPlus, etc. Search by keyword There are some techniques and skills that save a lot of time, especially with regards to narrowing or refining a search. Searching could be done in a creative way by using different keywords. For having an ideal search, the number of entries needs to be minimized by adding codes to the keywords. These codes vary per search engine. If for example, looking for information on the Canadian market for furniture, a market researcher can search by using the codes such as: + (plus sign): canada+market+furniture (quotes): the canadian furniture market AND: canada AND market AND furniture Search in databases There are databases on the Internet which cannot be found by search engines easily, because they only can be found when searching on particular websites of Governments or universities. Online databases are operated by business information providers such as LexisNexis, arketresearch.com and market research companies such as Nielsen, Mintel, Frost&Sullivan, Snapdata, etc. Also, some magazines put reports and articles 149

154 Appendix B - Secondary Data Research Tactics Secondary Data - Internet available online at a charge. Often a summary or table of contents of the reports can be downloaded to see check how well they actually cover a company s specific product well. Conclusion In market research, using Internet for collecting secondary data, allows companies to find out the largest markets for their products, the fastest growing markets, market trends and prospects, market conditions, and their opportunities. It also enables them to narrow down their view from a broad scope, set their priorities toward a specific target market and plan future markets over a longer term. In addition, businesses can obtain an insight into their competitors, including their strengths and weaknesses, their mistakes and reasons for success. References Spencer Pyle, Lesley. How to Do Market Research The Basics. Entrepreneur.com.Entrepreneur Media, Inc., 23 Sept Web.. Wikipedia contributors. Metasearch engine. Wikipedia, The Free Encyclopedia.Wikipedia, The Free Encyclopedia, 29 Apr Web. 3 Jun Web.. Hayden, Beth. How to Find the Keywords That Work for Your Content Marketing Goals. Weblog post. Copyblogger.com. Copyblogger Media, LLC, Web

155 Appendix B - Secondary Data Research Tactics Secondary Data - Macro Data Secondary Data - Macro Data Liang Xue and Xiaojing Yan Introduction: Macro data has recently emerged as a useful analytical technique refers to social science research. Macro data can generally described as data on collective and cooperative actors that included commercial companies and organizations. Although Macro data usually have been used for term, these data are able to analyze a broad range of situation within units at a higher level such as persons nested within studies as in meta-analysis, and measures over time nested within individuals as in the analysis of repeat measures. Additionally, these data usually have been used from survey or interview, and also it has developed in the fields of society and education over the past few years. Examples of Macro data: 1. Unemployment statistic Ex:Canada Unemployment Rate between 2011 and The data of Gross Domestic Product (GDP) Ex: 3. The data of demographics 151

156 Appendix B - Secondary Data Research Tactics Secondary Data - Macro Data Ex: 4. Summaries of the properties of individuals. In the article A glossary for multilevel analysis, Ana Diez-Roux defines macro data is generally a term divided by two types of data, which are aggregated data and system-level data. Aggregated date refers to variables for a high level unit constructed by combining information on the lower level units. The main role of aggregated data in society is the summaries of the national macro-economy. The examples of aggregated data are composed of unemployment statistic, the data of Gross Domestic Product (GDP), demographics, and summaries of the properties of individuals. Aggregated data is usually used for the properties of lower level units and not measures of high-level units. System level data is described about the properties of the state or the political system, and it is unable to be disaggregated to lower level units. This type of Macro data measures the high-level units, but not the summaries of the properties of the lower level (Diez). In the article Understanding Brand Competition Using Micro and Macro Scanner Data, the authors demonstrate that the differences between using micro data and Macro data by using example of a checkout scanner at retail stores. Micro-level analysis is defined that a particular analysis of the purchase records of every household. Micro data tends to the research in consumers, which is detailed and focused on particular aspects. In addition, Macro-level analysis is defined that the total of analysis of store-level tracking data. For instance, macro data tends to in market, which is broader aspect than micro data. Due to the fact that sampling unit is often a store or regional market, macro data is able to bring an accuracy of prediction. As the result, the integration of macro and micro data is able to provide a company with an accurate forecast (Russell 289). Advantages and Disadvantages of Macro data Advantages 1) It saves a company s time so that companies don t need to spend too much time on collecting data. 152

157 Appendix B - Secondary Data Research Tactics Secondary Data - Macro Data 2) It provides a larger database (usually) than what would be possible to collect on one s own. 3) It allows people to rigorously filter data that is not useful based on specific data. 4) It can be less expensive and it can be done with books or internet. Disadvantages 1) Due to the fact that the researchers are not able to personally check the data so its reliability may be questioned. For example: Some data from Wikipedia is not reliable. 2) As the rapid development of economy, the secondary data can be out-of-date. 3) Sometimes, secondary data does not exactly meets the researcher s needs 4) Due to the fact that many research suppliers offer free portions of their research and then charge expensive fees for the full research, the researchers may not get the full version of the research to gain the full value of the study. When data-macro data should be used? In order to find how accurate the data is, the following points must be considered so that macro data can be used 1. Specification and methodology used; 2. Margin of error should be examined; 3. The dependability of the source must be seen. 4. Is the data current? 5. Does it apply to the time frame you re interested in? Conclusion: To sum up, there can be no doubt that Macro data is able to be an efficient marketing research tactic, practically in economic research that produced by government agencies and a variety of formats. It also has been as a standard, high efficient, easy to use mode to measure research, and it can refer to labor statistics, price indices, national income, and industrial production. However, it is still a double-edged sword. References: 153

158 Appendix B - Secondary Data Research Tactics Secondary Data - Macro Data Diez-Roux, Ana V A glossary for multilevel analysis. Journal of Epidemiology and Community Health 56 (August): June Russell GJ, Kamakura WA Understanding Brand Competition Using Micro and Macro Scanner Data. Journal of Marketing Research : June

159 Appendix B - Secondary Data Research Tactics Secondary Data - Social Media Secondary Data - Social Media Introduction Over the past few years, social media has become a great tool for conducting research, and it is only growing. Researchers do not need to spend large amounts of money to gather information from focus groups or smaller samples as everything is right in front of them on a screen, and it is in the public domain. With over 1.5 billion people combined using two of the world s largest social networks, Facebook and Twitter, it is becoming easier to monitor, gather and analyze information. Advantages There are several key advantages to using social media for conducting marketing research. Social media allows you to find the things that you might not have thought about when considering traditional methods. Due to the instant, real-time results, researchers can find the soon-to-be trends before and as they come to light. Ever wanted to gain insights into what customers were saying about the competition? Thanks to social media, it has become simple to monitor what these consumers are saying both positive and negative. Companies have the ability to learn from comments on what is working well and what is not. They are also able to learn whether or not messaging is coming across in the right way. For example, after launching an ad campaign, with social media monitoring one can find out whether or not the target market, or general public even, is reacting to the message in the way it was indented to be. In today s digital world, individuals tent to take to social media to voice their opinions on just about anything, making it easy to hear what they are saying about a brand or product. One of the best advantages of social media is its low cost, essentially zero, to monitor and gather information. With almost everything available in the public domain, the only thing that is needed is time to monitor it all. This means that monitoring and the gathering of data should be done on a consistent basis. Social media really just takes this investment of time. Weeding through posts and comments takes a lot of it, depending on the market size. Tools are available today, some free but more in-depth ones coming at a cost, to help with this, mainly for organizational purposes but will ultimately need human analysis at the end. Disadvantages As not everyone is online, and online all the time, it is not possible to only rely on data from social media as a sole way of conducting marketing research; it must be done in addition to other tactics to reach a proper sample. Social media is great to monitor niche markets, as it is relatively easy to spend time reading through posts one by one. The trouble lies in scalability. The larger the scope and target market, the more difficult it 155

160 Appendix B - Secondary Data Research Tactics Secondary Data - Social Media becomes to really focus in and record data on an individual basis. Looking at an example of a federal election, when a brand or personality has millions of followers and millions of posts coming in, it is very hard to track each one. This is, however, a great way to see the number of mentions being received but the individual analysis becomes near impossible and essentially turns into monitoring a huge population rather than a sample, which is exactly what HootSuite did for the 2012 US Presidential Election. HootSuite 2012 US Election Tracker Large-scale tactics Twitter chatter during the 2009 Super Bowl is an example where both sides of the argument can be seen. As one of the largest viewed televised events, the NFL s Super Bowl is also one of the most tweeted events and an application run by The New York Times shows just how powerful this can be. While the individual tweets cannot be seen, the general sentiments, the positive to negative mentions (or in this case team A vs. team B), can be tracked and analyzed throughout the country over the course of four hours. 156

161 Appendix B - Secondary Data Research Tactics Secondary Data - Social Media The New York Times Twitter chatter during 2009 Super Bowl Conclusion With social media posts sitting in the public domain, it would be unwise to not spend the time and analyze the data that individuals are sending out. Applications are available today to help monitor, track, gather and analyze this data so that most of it is done automatically. While there are some drawbacks, most notably in the size of the market and amount of data, the benefits far outweigh them to make social media an excellent source for secondary data. Works Cited Behan, Jordan. Watch the Social Media Race with HootSuite s 2012 Election Tracker. 2 November Bloch, Matthew & Carter, Shan. Twitter Chatter During the Super Bowl. 2 February

162 Appendix B - Secondary Data Research Tactics Secondary Data - Social Media Facebook. Newsroom Lunden, Ingrid. Analyst: Twitter Passed 500M Users In June July

163 Appendix B - Secondary Data Research Tactics Secondary Data - Syndicated Data Secondary Data - Syndicated Data Syndicated Data This article will focus on syndicated data, what it is, and how it works. Syndicated data can be structured or unstructured data that is primarily provided by external sources as a result of their analysis and studies conducted. For example: Marketing results, Survey results, Common Usage patterns and forecasting information. Syndicated data is defined as a link of common data formed to involve or promote a common interest. In the context of improving a marketing research, syndicated data is data formed by a market research firm, started to create a body of similar data collected from a large number of sources, organized into a common format for a fee to its subscribers. Such information is typically detailed data that is valuable to firms in a given industry because it is not available from internal sources. Syndicated data is usually organized into one or more of the following three categories. Geographic Data This will assist marketers to segment customers based on location. This method is beneficial for visual mapping tools. Demographic Data This is about the analysis of the size, structure and development of human populations. This will help marketers to characterize the market segment based on age, sex, family size, income, occupation, race, religion, education. Psychographic Data This is referred to qualitative data about consumer attitude such as the activities, interest, opinion and values of individuals such as their music taste. Psychographic data will help marketers to segment their market based on social class, life style and personality character. Syndicated data providers collect large quantities of industry data, cleanse it, organize it and resell it to interested buyers. Syndicated data can either be businesses or customers, and it can be geographic, demographic or psycho-graphic in nature. There are two usage modes out of syndicated data 1. One is when it is based on geographic, demographic and psycho-graphic data. For example, a marketer might ask for specific information about families income over $50000 annually living in Vancouver with kids in Kindergarten. 2. Another one is when the marketer asks for an existing data. This method is very cost efficient for 159

164 Appendix B - Secondary Data Research Tactics Secondary Data - Syndicated Data marketing industry. Today, a new generation of syndicated data providers is focusing on the need for syndicated data about the Web-based environment of e-business, providing valuable insight into how consumers behave on the Internet. 160

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