Large Cards Flashcards
Market Research Process
- Defining the Problem [MDP & MRP]
- Developing an Approach to the Problem [How it will be addressed - Framework/Model, Research Q’s & Hypothesis, Specification of Information]
- Formulating a Research Design [Framework for conducting research- Explorator, Descriptive, Casual]
- Doing Field Work or Collecting Data
- Preparing and Analysing Data
- Preparing & Presenting the Report
Problem Definition & Approach Development Process
- Initial Research: Discussion with DM’s, Interviews with Experts, Secondary Data analysis, Qualitative Research
- Environmental Context of Problem
- Problem Definition - MDP & MRP
- Approach to Problem - Framework/Model, Research Q’s & Hypothesis, Specification of Information
Research Design Framework
- Define Information Needed
- Design the research phases - exploratory, descriptive and/or causal
- Specify the measurement and scaling procedures
- Construct & Pretest questionnaire
- Specify sampling process and size
- Develop a plan of data analysis
DESIGN Acryonym
D-Data Analysis Pln
E - Exploratory, descriptive, causal design
S - Scaling and Measurement
I - Interviewing forms: Questionnaire Design
G - Generating the needed information
N - Number: Sample size and plan
CRITERIA: Evalating 2ndry Data - SECOND
S - Specifications: Data collection methodology
E - Error: Accuracy of Data
C - Currency: When the data was collected
O - Objective: Purpose for collection
N - Nature: Content of the data
D - Dependibility: How dependable is data
Secondary Data: Overcoming Disadvantages
Use Reliable Sources
Evaluate the primary source research Design
Assess the purpose of publication
Use multiple sources to help verify the quality of Secondary Data
Use information that is as relevant as poss.
Use original Source
Use most current data.
Criteria for selecting Survey Method
If no method is clearly superior - consider overall consideration of advantages and disadvantges.
__________
complex and diverse or physical stimuli: personal methods are preferable (Capi, In-home, Mall intercept)
sample control issues: cold mail, fax and electronic may not work
high Data quantity: in-home and mail panels
low response rates: cold mail and electronic disadvantages
social disarability issues: Mail, mail panel and internet are best
interview bias problems: mail, electronic are favoured
Speed: Internet, email & telephone
Cost: Cold mail, electronic, mail panels, telephone, mal intercept, capi and in-home (IN THAT ORDER)
Scale Types
Nominal : numbers serve only as labels for indentifying or classifying objects (do not reflect amount of characteristics)
Ordinal: which numbers are assigned to objects to indicate the relative xtent to which some characteristic is possessed.
Interval scale: numbers used to rank objects which are numerically equal distances on a scale. (i.e. time/temp)
ratio : identify or classify objects, rank order the objects and compare intervals/differences
Questionnaire Design Process
- Specify the information needed
- Specify the type of intervew method (will effect nature of qustions)
- Determine question content (do you need some double-barrelled)
- Desin Questions to overcome unwillingness or inability to answer
- Decide on Question structure (Unstructured (at start) vs Structured)
- Determine quesiton wording
- Arrange the question in proper order
- Identify the form and layout
- Reproduce the questionnaire
- Eliminate Bugs by Pretesting.
Overcome unwillinness and inability to respond
Factos that limit ability: Are they Informed? Can they Remember? Can they Articulate
Combating Unwillingness - manipulate context for appropriateness of request, Explain legitimate purpose of data collection, assure security of data.
Wording Question
Define the Issue
Use Ordinary Words
Avoid ambigious words
avoid leading questions
avoid implicit aassumptions
avoid generalisations and estimates
General Question Order
Qualifying/Screening Questions
Inroductory Questions
Main Questions Easy
Main Questions More Difficult
Psychographics/Lifestyles
Demographics
Iedntification information
Sampling Design Process
- Define the Population
- Define the Sampling Frame
- Select Sampling Technique
- Determine the Sample Size
- Execute the Sampling Process
Reducing Sample Frame Error
1 - Redfining the population in terms of the sampling frame (turning te frame into the population)
2 - Screening respondents through qualifying questionnaires
3 - Applying a weighting scheme to counterbalance errors (statistically adjust the sample by weighting over or under represented segments).
