lecture 3 Flashcards
Secondary data
Data already exists within the company or is collected by parties for purposes other than solving the problem at hand
E.g. government publications, books, newspaper, annual reports, social networks
Review of secondary data
Internal sources (turnover/sales stats, marketing input, cost information, in-house panels among customer and retailers)
External sources (standardized data collection(sales statistics in wholesale, panels among retailers, consumers, joint surveys by competition), published data, internet)
uses and limitations of secondary data
Despite limitations, it is often worthwile to check secondary data sources as a preliminary stage before primary data collection.
Possible uses: Providing information at a sufficient level of detail and quality for solving problem
Preliminary stage for solving a problem with primary data (source for new ideas, support for the problem definition, providing a benchmark for checking validity of primary data, source of methods and techniques for the collection analysis)
Limitations of secondary data:
Data is incomplete because it was generally collected for a different purpose
Units of measure and level of detail of the data do not correspond to the requirements
No control over the process of data collection
Data is too old
secondary (desk) research
Own financial accounts
Database
Competitors online presence and style
Rating platforms
–> secondary data isnt created specifically for us, is already out there and is easy to obtain
Primary data (field research)
Data does not yet exist and must be collected by the researcher or third parties
Is generated specifically for us and our purpose
Is not already out there in the form we require it
It is targeted specifically at our individual needs
Relatively time consuming complex and costly
Ways of gaining primary data (from videoclip)
design a questionnaire
Focus group interview with customers
specific goals on google analytics to track on website how online booking feature is used.
two kinds of questioning
qualitative and quantitative questioning:
Qualitative questioning: Unstructured/semi structured survey; active role of the responsents.
Typical study goals: exploration of topics, deeper understanding of motivations and drivers of purchasing behavior, collection of sensitive data (e.g. alcohol consumption)
Quantitiative questioning: structured survey with primary closed questions, passive (reactive) role of the respondents
Typical study goals: Monitoring of customer perceptions, identification and description of segments, determination of interrelationships (e.g. Purcahse behaviour driver analysis)
Types of primary data collection: Qualitative
In depth/expert interview:
Personal interview with an individual
Advantage: greater willingness to discuss sensitive topics by excluding others, no motivation for social role playing, no pressure by others, sufficient time for every respondent, no counterproductive influencing of ones opinion by others
success factors: establishment of a relaxed and sympathetic atmosphere, ability of the interview to ask intelligent follow up questions, ability to keep the discussion on track
Focus group discussion:
Discussion in small groups
Advantages: stimulattion of the activity through group dynamics, creative interaction between participants, generation of a large quantity of information in a short time, cost advantages compared with individual interviews
Success factors: recruiting of the participants: mix of contrasting and similar personalities,
Moderation skills: attentive listening, flexibility in the guiding discussion
Max 12 participants (less more productive)
3-4 group sessions are sufficient
Quantitative data analysis is most efficient in… + limitations
in the early, exploratory state of addressing a problem
No representative character
No objective measurement since statements must always be interpreted by the interviewer
Aggregation of opinions is difficult
Limited options for efficient computer based processing
Four main types of quantitative interviews
Personal interview, telephone interview, postal survey, online survey
postal survey nd online survey have less number of questions why?
people dont just walk away in person or hang up if theyve already committed
Flexibility of survey methods:
Personal interview:
very high
Telephone interview:
very high
Postal survey:
low
Online survey:
moderate
Duration of interviews quantitatiev data
Personal interview:
long
Telephone interview:
moderate
Postal survey:
long
Online survey:
short
Nonresponse rate for quantitative data
Personal interview:
low
Telephone interview:
moderate
Postal survey:
high
Online survey:
moderate
influence by interviewer (quantitative research)
Personal interview:
possible
Telephone interview:
possible
Postal survey:
very limited
Online survey:
very limited
