Week_3_Research Design & Exploratory and Secondary Data

Question 1

Component of research design

Answer 1

1. Define the information needed.
2. Design the Phrase of research (including exploratory, descriptive and causal)
3. Specify the measurement and scaling procedures.
4. Construct and pretest a questionnaire or appropriate form for data collection.
5. Specify the sampling process and sample size.
6. Develop a plan of data analysis.

Question 2

What are two different types of research design?

Answer 2

1. Exploratory

2. Conclusive (descriptive and causal research)

Question 3

What are the features of exploratory research

Answer 3

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.

Question 4

What are the features of descriptive research

Answer 4

The objective of it is to describe the market characteristics or function. Information needed clearly. Involved more quantitative research for secondary data.

Question 5

What are the features of causal research

Answer 5

The objective of it is to test hypotheses. Manipulation of one or more independent variables to measure the effect on dependent variables.

Question 6

Use of exploratory research

Answer 6

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

Question 7

Survey for exploratory research

Answer 7

• Survey of experts
• Pilot surveys
• Secondary data analyzed in a qualitative way • Qualitative research

Question 8

Use of descriptive research

Answer 8

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)

Question 9

Method of descriptive research

Answer 9

• 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)

Question 10

Use of causal research

Answer 10

Understand which variables are the cause and which variables are the effect of a phenomenon.
Determine the relationship between the variables and the effect

Question 11

The difference between cross-sectional design and longitudinal designs

Answer 11

Doing a survey on one point of time and two points of time.

Question 12

Two different potential error in research design

Answer 12

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.

Question 13

Issues in international marketing research

Answer 13

Marketing support infrastructure.
Equivalence and comparability of secondary and primary data obtained from different countries.
Environmental and cultural differences.
Consumer panels.

Question 14

Why social network can be suitable for conducting marketing research?

Answer 14

Cost elimination, maintain traditional panels. social networks communities can be used to recruit marketing research panels and distinguished by some characteristics.

Question 15

What is MMR?

Answer 15

Mobile marketing research (MMR) can be conducted to implement any of the basic research designs.

Question 16

Ethic in marketing research

Answer 16

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.

Question 17

Uses of Secondary Data

Answer 17

• 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

Question 18

What are the criteria for evaluating secondary data?

Answer 18

• 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

Question 19

What are two kinds of secondary data?

Answer 19

Internal and external

Question 20

What is internal data？

Answer 20

For example, Walmart has customers’ data such as purchase records. product line, size of purchase.

Question 21

InfoUSA

Answer 21

• 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.

Question 22

External secondary data?

Answer 22

Syndicated firms data such as demographic data, psychographic lifestyle data.

Question 23

Syndicated Services

Answer 23

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

Question 24

Scanner volume tracking data from syndicated services

Answer 24

Household purchases recorded through electronic scanners in supermarkets

Question 25

What is single-source data?

Answer 25

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

Question 26

What can you get from international secondary data?

Answer 26

Domestic organization in US (Gov)
International organization in US
Organization in foreign countries (Gov, trade association)
CIBER

Question 27

What are big problems for international secondary data?

Answer 27

Data compatibility.
Unit of measurement 
accuracy
tax evasion (will affect business income statistics)
measurement frequency

Question 28

What else can get secondary data from foreign countries?

Answer 28

Syndicated firms.

Question 29

Secondary data from MMR

Answer 29

• 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.

Question 30

Ethics for secondary data

Answer 30

• 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