Lecture 3 Flashcards
Secondary data
Secondary data already exists within the company or is collected by third parties for purposes other than solving the problem at hand - A gov publications, books, newspapers, annual reports
Uses of secondary data
Uses of secondary data:
Providing info at a sufficient level of details nd quality for solving a problem
Preliminary stage for solving a problem with primary data
Source for new ideas that can be investigated further with primary data, support for the problem definition and formulation of hypothesis
Limitations of secondary data
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
Primary data
Primary data is data does not yet exist and must’ve collected by the researcher or third parties
Origin of data
Either observation route or question route
Observation route: with or without survey
With its with lab or field experiment
Without it’s human as observer with internet or apparatus
For question route: qualitative or quantitative
Qualatitive is in depth interview or focus group discussion
Quantitative data for structured survey with primarily closed questions, passive (reactive ) role of the respondents
Qualitative data
Qualitative data is unstructured / semi structured survey, active role of the respondents
Quantitative data
Quantitative for structured survey with primarily closed questionsC passive (reactive) role of the respondents
Types of primary data collection: questioning and qualitative data
Personal interviews: greater willingness to discuss sensitive topics by excluding others. No motivation for social role playing. No pressure by other people.
Dis: establishment of a relaxed and sympathetic atmosphere. Ability of the interviewer to ask intelligent follow up questions to identity the reasons for behaviours and opinions.
Primary research: focus groups ads and dis
Focus groups: discussions in small groups
Ads; creative interaction between participants
Generation of a large quantity of info in a short time
Costs ads compared with personal interviews
Dis: aggregation of opinions is diffuse
Limited options for efficient, computer based processing
Types of primary research: observations
Without surveys: documentation of the behaviour of respondents without direct influence of the researcher - explatory, casual, understanding behavioural processes, uncoveringof interrelationships
With surveys: documentation of the subconscious behavioural reactionair the respondent to the stimuli / casual testing of advertising campaigns, markets / lab regs of new products
Scale
Scale is a discrete or continuous space onto which objects are located according to measurwmnt rules
Measurement
Measurement is rules for assigning symbolisms to objects such that these either numerically represent the amount of characteristics, define whether the object falls into a certain category
Types of scales
Nominal: categorisation of others eg classification of gender, social stratum, mental status W measure in %
Methods like chi square test (contingency analysis)
Ordinal - ranking of object in order eg preference ranking of brands - metrics like median, rank, order,
Methods like ordered regression, conjoint analysis
Ratio - assignment of numerical values to objects, whereby a natural zero point exists eg weight, scale, price
Methods are all
Formative measurement
Formative indicators measure the reason for change of a construct - number of beers, time passed since last alcoholic drink
Reflective measurements
Reflective indicators measure the effects of the change of a construct that is not directly observable eg clarity of articulation, ability to walk straight, reaction speed
