Week_3_Research Design & Exploratory and Secondary Data Flashcards
Component of research design
- Define the information needed.
- Design the Phrase of research (including exploratory, descriptive and causal)
- Specify the measurement and scaling procedures.
- Construct and pretest a questionnaire or appropriate form for data collection.
- Specify the sampling process and sample size.
- Develop a plan of data analysis.
What are two different types of research design?
- Exploratory
2. Conclusive (descriptive and causal research)
What are the features of exploratory research
Normally conduct at the beginning. Information needed only loosely. Small sample, Quality data analysis. The objective of it is to discover the idea and insight.
What are the features of descriptive research
The objective of it is to describe the market characteristics or function. Information needed clearly. Involved more quantitative research for secondary data.
What are the features of causal research
The objective of it is to test hypotheses. Manipulation of one or more independent variables to measure the effect on dependent variables.
Use of exploratory research
Define a problem
Alternative course of action (plan that someone will follow)
Develop hypotheses
Isolate key variables and relationships for further examination
Gain insights for developing an approach to the problem
Establish priorities for further research
Survey for exploratory research
- Survey of experts
- Pilot surveys
- Secondary data analyzed in a qualitative way • Qualitative research
Use of descriptive research
Describe the characteristics of group.
Estimate the percentage of unit in a specific population exhibiting a certain behavior.
Determine the perceptions of product characteristics
Determine the degree to which marketing variables are associated.
To make specific predictions.
(Above search can be conducted by using focus group)
Method of descriptive research
- Secondary data analyzed in a quantitative, as opposed to a qualitative, manner (discussed in Chapter 4)
- Surveys (Chapter 6)
- Panels (Chapters 4 and 6)
- Observational and other data (Chapter 6)
Use of causal research
Understand which variables are the cause and which variables are the effect of a phenomenon.
Determine the relationship between the variables and the effect
The difference between cross-sectional design and longitudinal designs
Doing a survey on one point of time and two points of time.
Two different potential error in research design
Random sampling error and non-sampling error.
Non-sampling error comes from response error or non-response error
Random sampling error is the variation between the true mean value for the population and the true mean value for the original sample.
Non-sampling error can be attribute to source other than sampling. Including errors in problem definition, approach, scales, questionnaire design, interviewing methods, and data preparation and analysis.
Issues in international marketing research
Marketing support infrastructure.
Equivalence and comparability of secondary and primary data obtained from different countries.
Environmental and cultural differences.
Consumer panels.
Why social network can be suitable for conducting marketing research?
Cost elimination, maintain traditional panels. social networks communities can be used to recruit marketing research panels and distinguished by some characteristics.
What is MMR?
Mobile marketing research (MMR) can be conducted to implement any of the basic research designs.
Ethic in marketing research
The choice of a research design has ethical overtones for both the client and research firm.
Researchers must ensure the information in research design will address the marketing research problem.
The client should be integrity.
Client should not pass the result to other firms.
Uses of Secondary Data
- Identify the problem
- Better define the problem
- Develop an approach to the problem
- Formulate an appropriate research design (for example, by identifying the key variables)
- Answer certain research questions and test some hypotheses
- Interpret primary data more insightfully
What are the criteria for evaluating secondary data?
- Methodology - How data be collected, response rate, quality of data….
- Accuracy - Examine errors in: approach, research design, sampling, data collection, data analysis, reporting.
- Currency - time lag. Frequency of updates
- Objective(s) - Why were the data collected?
- Content - Definition of key variables Units of measurement Categories used Relationships examined
- Dependability - Expertise, credibility, reputation, and trustworthiness of the source
What are two kinds of secondary data?
Internal and external
What is internal data？
For example, Walmart has customers’ data such as purchase records. product line, size of purchase.
InfoUSA
- InfoUSA (www.infousa.com) markets subsets of its data in a number of forms, including the professional online services (LEXIS-NEXIS and DIALOG), and general online services (CompuServe and Microsoft Network).
- The underlying database on which all these products are based contains information on over 115 million residential listings and 14 million business listings. These are verified annually.
- The products derived from these databases include sales leads, mailing lists, business directories, mapping products, and also delivery of data on the Internet.
External secondary data?
Syndicated firms data such as demographic data, psychographic lifestyle data.
Syndicated Services
companies that collect and sell common pools of data of known commercial value designed to serve a number of clients
• Syndicated sources can be classified based on the unit of measurement (households/consumers or institutions)
– Household/consumer data may be obtained from surveys, diary panels, or electronic scanner services
– Institutional data may be obtained from retailers, wholesalers, or industrial firms
Scanner volume tracking data from syndicated services
Household purchases recorded through electronic scanners in supermarkets
What is single-source data?
Provide integrated information on household variables, including media consumption and purchases, and marketing variables, such as product sales, price, advertising, promotion, and in-store marketing effort
• Survey households periodically on what they read
• Grocery purchases are tracked by UPC scanners
• Track retail data, such as sales, advertising, and promotion
What can you get from international secondary data?
Domestic organization in US (Gov)
International organization in US
Organization in foreign countries (Gov, trade association)
CIBER
What are big problems for international secondary data?
Data compatibility. Unit of measurement accuracy tax evasion (will affect business income statistics) measurement frequency
What else can get secondary data from foreign countries?
Syndicated firms.
Secondary data from MMR
- Research firms maintaining mobile panels
- MMR is particularly appropriate for conducting audits of point of sale, shelf displays, and promotional material as it can capture visual proof to support the other parameters being collected.
Ethics for secondary data
• secondary data that are relevant and appropriate to the problem.
• quality and completeness
• unethical if the data are generated without the
respondents’ knowledge or consent
• questionable or unethical practices, such as abuse of
respondents’ privacy.
• Privacy
• avoid both uninformed and misinformed participation
