lecture3designsecdata-121005005845-phpapp02
TRANSCRIPT
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Chapter 3
Exploratory research and qualitative
analysis
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Questions?
Is it possible to make good marketingdecisions without marketing research?
Design these research:
You want to find out who plays bingo
What Uni students have for lunch
Food company wants to know what types offood are carried in packed lunches
Heart Foundation wants to know whodonates
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What is the iceberg principle
Good or bad?:
Farm equipment manufacturer: Ourobjective is to learn the most effectiveform of advertising so we can maximise
profit. TV producer: We have a marketing
problem. The programs rating are low.We need to learn how to improve our
ratings.
3
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Defining Research Design
The detailed blueprint or plan to guidethe implementation of a research study
A research design includes: Type of research
Measurement and scaling
Construct and pre-test questionnaire Sampling process and sample size
Data analysis plan
Budget and scheduling
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Criteria Qualitative Research Quantitative Research
Objective To gain a rich understanding ofreasons and motivations
To quantify data and generalise theresults from the sample to thepopulation of interest
Sample Small number and unrepresentative Large number and representative
Data collection Unstructured Structured
Data analysis Non-statistical, based on judgementand interpretation of the researcher
Statistical
Strength Rich source of information, canprobe deeply
Can generalise results to a largerpopulation
Weakness Can not generalise results Loss of richness of data
Outcome Develop an initial understanding Recommend a final course of action
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A Classification of Marketing Research Designs
Exploratory
Research Design
Single
Cross-sectional
Design
Multiple
Cross-sectional
Design
Cross-sectional
Design
Longitudinal
Design
Descriptive
Research
Causal
Research
Conclusive
Research Design
Research DesignSource: Malhotra et al (2004), p. 63.
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Research Approaches
Exploratory
Descriptive
Causal
Combination
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Exploratory Research
Explores
Provides insights into the general
nature of a problem Little or no prior knowledge required
Highly flexible
Unstructured Qualitative
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Common Uses ofExploratory Research
Diagnosing problems Discovering new ideas
Screening alternatives
Gain background information Define a problem more precisely
Identify alternative sources of action
Develop hypotheses
Isolate key variables and relationships forfurther examination
Gain insight for developing an approach tothe problem
Establish priorities for further research
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Methods of Exploratory Research
Survey of experts
Analysis of secondary data
Pilot studies Qualitative research
Depth interviews
Focus groups
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Exploratory Research:
Strengths and Weaknesses Strengths
ability to generate insights
clarify problems
Weaknesses
results cannot be generalisedshould not be a basis for decision
making
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Descriptive Research &
Common Uses Major objective: the description of
something - usually market characteristicsor functions.
Provides answers to questions such asWho, What, Where, When, Why andHow are they related to the research
problem. Includes studies on the market, market
share, sales analysis, image, product usage,distribution, pricing, advertising
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Methods of Descriptive
Research Secondary data
Surveys
Panels Observational and other data
Internet
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Descriptive Research:
Strengths and Weaknesses Strengths
Ability to provide an accurate description
Can be a basis for decision making
Weaknesses
Causal links not establishedCan be more expensive and time
consuming than exploratory
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Forms of Descriptive
ResearchCross-sectional Design
Collection of information from any given
sample of the population elements onlyonce snapshot
Often a large representative sample
Can be single or multiple cross-sectional
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Forms of Descriptive
Research cont.Cohort Analysis A series of surveys
conducted at appropriate
time intervals. The cohort refers to thegroup or respondentswho experience the sameevent within the sametime interval.e.g., A study on leisure timeactivities of Baby Boomers.
Source: http://www.decemberfilms.com.au/Nomads/index.html
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Case Study: Tweens Research company Millward
Brown conducted over 2000surveys spread across 11countries on Tweens (8 to 14year olds) to understand
their relationship to brands. Some of the findings include:
Kids influence more than 67%of all brands their parents buy
Tweens spent $US1 trillionacross the globe last yearAustralian children watch
between 20,000 and 40, 000television commercials a year.
Source: McCausland, V. (2003) When Kids control the spending, DailyTelegraph (5 July), p. 29.
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Forms of Descriptive
Research cont.Longitudinal design
A type of research design involving a
fixed sample of population elements(i.e.. Panel) which is measuredrepeatedly over time.
Measures changes over time.
Some potential problems includerespondent refusal to co-operate,mortality, response bias and possible
payment.
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Relative Advantages and Disadvantages ofLongitudinal and Cross-sectional Design
Evaluation criteria Cross-sectional design Longitudinal design
Detecting change - +
Large amount of datacollection
- +
Accuracy - +
Representativesampling
+ -
Response bias + -
Note: + indicates a relative advantage; whereas - indicates a relative disadvantage
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Causal Research, Common
Uses & Collection Methods Used when it is necessary to show that
one variable causes or determines the
value of other variables
Experiments
Test marketing a product
Taste tests
Advertising effectiveness
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Causal Research: Strengths
and Weaknesses Strength
Ability to establish a causal link
Weaknesses
Time required
Cost
Control
Secrecy
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A Comparison of Basic ResearchDesign
Exploratory Descriptive Causal
Objective Discovery of ideas andinsights
To describe marketcharacteristics
Determine cause andeffect relationships
Characteristics Flexible, versatile.
Often starts theresearch process
Research testinghypotheses
Preplanned andstructured design.
Manipulation of one ormore independentvariables
Hypotheses None or very vague andill defined
Tentative andspeculative
Very specific
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A Comparison of Basic ResearchDesign cont.
Exploratory Descriptive Causal
Type of data Qualitative Quantitative Quantitative
Methods Expert surveysPilot surveys
Case studies
Secondary data
Qualitative research
Secondary data
Surveys
Panels
Observational data
Experiments.
Ability tomeasure
causality
None Can predict but cannot confirm
Establishes a cause-effect relationship
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A Comparison of Basic ResearchDesign cont.
Exploratory Descriptive Causal
Sampling Often small andchosen using non-
probability methods
Larger sample size,often using probability-
based samplingmethods
Can be generaliseddepending on sample
size and method
Generalisability Can not begeneralised
Can be generaliseddepending on samplesize and method
Can be generaliseddepending on samplesize and method
Cost Low Medium High
TimeQuickest Moderate Longest
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Debate: Qual vs Quant
Tourism development on Magnetic Island
The organisation wishes to determine the viability ofestablishing a tourist operation with glass bottom boats,which would enable visitors to easily observe the reef.
They approached the local University to conduct a study todetermine the market for possible interest in such anoperation. The specific objectives of the study would be as
follows:
To determine if there is a need and a demand for such abusiness.
To determine the price customers are willing to pay for thisservice.
To determine how the islands inhabitants and otherbusinesses on the island might view such a business.
The organisation is interested in minimising the cost of theresearch.
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The importance of quantitative research.
Peter Kenny, Managing Director
Colmar Brunton
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Contents of a Research Brief
Introduction and Background
Outline of previous or existing research
Research problem Proposed research design
Reporting schedule
Proposed budget and timeline
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Research Proposals
The plan for conducting and controllinga research project.
Alsosummary of major decisions in
research process
contractused to make a choice between
suppliers
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Content of a Research
Proposal Covering letter
Executive summary
Introduction and background Problem definition
Research design
Time and cost estimates Appendices
Reporting schedule
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Exploratory research
Useful when researcher has limited amount of
experience or knowledge about a research issue.
Provides qualitative data focusing on words and
observations. Conducted for three purposes:
Diagnosing a situation
Screening alternatives
Discovering new ideas.
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Diagnosing a situation
Used to diagnose the dimensions of
problems.
Helps set priorities for research. Gathering information an unfamiliar topic.
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Screening alternatives
Used to determine the best alternatives when
there are budget constraints.
Concept testing: purpose is to test some sort ofstimulus as a proxy for a new, revised, or
repositioned product or service.
For example, Kelvinator launched microwave
ovens to cook everyday Indian meals.
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Discovering new ideas
Used to generate ideas for new products,
advertising copy etc.,
Uncovering consumer needs Determine what problems consumers have
with a product category.
Dog food smells bad in the refrigerator.
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Categories of exploratory
research Experience surveys
Secondary data analysis
Case studies Pilot studies.
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Experience surveys
Ask knowledgeable individuals about a
particular research problem most are quite
willing.
For example, a chainsaw manufacturer and amushroom expert.
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Secondary data analysis
Data collected for a purpose other than the
project at hand.
Economical Quick source for background information.
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Case study method
Intensely investigates one or a few situations
similar to the problem.
Investigate in depth Careful study
May require cooperation
Example of market anthropology.
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Pilot study
A collective term for any small scale exploratory studythat uses sampling but does not apply rigorous
standards.
Generates primary data but usually for qualitative
analysis qualitative research.
Major categories include:
Focus group interviews
Projective techniques Depth interviews.
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Focus group interviews
It is an unstructured, freeflowing interview
with a small group of people.
The group meets at a central location with a
moderator who encourages discussion of a
brand, advertisement, or newproduct
concept.
Allow people to discuss their true feelings,anxieties, and frustrations in their own words.
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Group composition
Six to 10 people
Relatively homogeneous
Similar lifestyles and experiences andcommunication skills
Researchers who wish to collect information
from different types of people should conduct
several focus groups.
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Environmental conditions
Commercial facilities that have videotape
cameras in observation rooms behind one
way mirrors and microphone systems
connected to tape recorders and speakers toallow observation by others who arent in the
room.
Mood as relaxed and natural as possible.
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The moderator
Develops rapport helps people relax
Promotes interaction among its members
Listens to what people have to say
Everyone gets a chance to speak.
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Planning the focus group outline
Discussion guide: a document prepared by
the focus group moderator that contains
remarks about the nature of the group andoutlines the topics or questions to be
addressed.
Example and description of a discussion
guide in Exhibit 3.2 on page 71.
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Advantages of a focus group
Fast, inexpensive, and easy to execute.
Numerous topics can be discussed and many
insights can be gained.
Synergy: combined effort of the group will produce awider range of information, insights, and ideas.
Snowballing: bandwagon effect where a comment
from one individual triggers a chain of responses
from others. Includes brainstorming.
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Advantages of a focus group
Serendipity: more often that some idea drops
out of the blue. Also greater opportunity to
develop an idea to its full potential.
Security: individual can find some comfort
when others share similar feelings.
Spontaneity: individual responses can be
more spontaneous if they are not required toanswer any given question.
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Shortcomings of a focus group
Focus groups require sensitive and effectivemoderators.
Since focus group participants are screened to havesimilar backgrounds and experiences, they many notbe representative of the entire market.
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Depth interviews
A relatively unstructured, extensive interview
in which the interviewer asks many questions
and probes for in depth answers.
Probing questions:
Can you give me an example of that?
Why do you say that?
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A warning about exploratory
research Exploratory research cannot take the place of
conclusive, quantitative research.
This can lead to incorrect decisions. Interpretation of the findings typically is
judgemental.
Most exploratory techniques use small samples
which may not be representative.
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Chapter 4
Digital research using secondary data
Th S d D t S h
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The Secondary Data Searchand Evaluation Process
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Primary vs. Secondary DataPrimary data
Originated by the research for the specificpurpose of addressing the problem at hand.
e.g., Interviewing respondents to determinetheir satisfaction with their Internet ServiceProvider
Secondary data
Data which has been collected for purposesother than the problem at hand.
e.g., ABS data reporting the proportion ofAustralian households who have access to theInternet.
Comparison of Primary and Secondary
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Comparison of Primary and Secondarydata
Primary Data Secondary Data
Collection purpose
Collection process
Collection cost
Collection time
For the problem at hand
Very involved[5 Steps]
High
Long
For other problems
Rapid and easy
Relatively low
Short
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Uses of Secondary Data
Could resolve the problem
Source of new ideas
Help define and/or provide betterunderstanding of problem
Guidance for collection of primary data
Reference point for primary dataExhaust all appropriate secondary data sources beforeproceeding to undertake primary data.
Why?
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What role does secondary data play in the research youconduct at Colmar Brunton?
Peter Kenny, Managing DirectorColmar Brunton
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Other Uses of Secondary Data
Identify the problem
Better define the problem Develop an approach to the problem
Formulate an appropriate researchdesign
Answer certain research questions andtest some hypotheses
Interpret primary data more insightfully
Demand estimation Monitoring the environment
Segmentation and targeting
Developing a business intelligence
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Benefits of Secondary Data Easily accessible
Relatively inexpensive
Obtained quickly
Sometimes more accurate than primary
data Some information is only available fromsecondary sources (e.g., population of thecountry)
Enhances existing primary data Familarise the researcher with theindustry
Identify concepts, data and terminology
Limitations of
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Limitations ofSecondary Data
Collected for some other purpose
No control over data collection
May not be very accurate
Mismatching the units of measurement Differing definitions used to clarify the
data
Recency of the secondary data
Lack of information needed to assess thecredibility of the data
A number of assumptions have to bemade
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A Classification of
Secondary Data
Ready to use Requires further
processing
Internal
Published
sources
Computerised
databases
Syndicated
services
External
Secondary Data
I t l S d D t
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Internal Secondary Data
Data generated within the organisation
for which the research is beingconducted.
e.g., sales invoices, accounting data,
sales reports, inventory reports,customer feedback and database,Annual reports, CRM
Easily available and inexpensive.
Example of a customer feedback form
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External Secondary Data Data generated by sources outside the
organisation.Examples
Government publications
Government sponsored sources Periodicals and books
Marketing and trade journals
Business magazines and newspapers
Academic publications Syndicated data from households
Syndicated data on industry andbusiness
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Government Sources
Information published by Government
Examples
census data
other government publications
Example of ABS Data
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Example of ABS Data
Source: ABS (2003) Australian Demographic Statistics, Cat. 3101.0, June, ABS, Canberra, p.18
Example of ABS Data cont
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Example of ABS Data cont.
Source: ABS (2000) Use of the Internet by Household, Cat. 8147.0, November, ABS, Canberra, p.11
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Computerised Databases
Information made available in computer-readable form for electronic distribution.
Advantages
Current information
Faster data search
Low costConvenience
Examples of Computerised
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Examples of ComputerisedDatabases
http://library.vu.edu.au Academic Search Elite
ATI
Annual Reports AusStats
Business Source Premier
Emerald Fulltext Factiva
Market Comparative Analysis
Sport Discus
Web of knowledge
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Syndicated Sources
of Marketing Data Many information users with commoninformation needs
Cost of satisfying individual users isprohibitive
Increasing use of scanner systemsfacilitates standardised sources
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Syndicated Sources
of Marketing Data cont. Applications:
Measure product sales and market
shareMeasure advertisement exposureand effectiveness
Measure promotion effectivenessEstimation and evaluation of models
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Syndicated Sources of Secondary Datacont.Source: Malhotra et al (2004), p. 95.
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Example of Syndicated
Services Nielsen NetRatings
Quantum Market Research YouthSCAN
Roy Morgan Single Source Data Grey worldwide Eye on Australia
Roy Morgan MindSets
OzTamPeoplemetersRefer to Table 4.3 p. 99.
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External Sources of
Secondary Data Access methodsonline
electronic
hard copy
experts
Refer to Table 4.2 p. 94.
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Evaluating Secondary Data
Who collected data?
Why was data collected?
How was the data collected? What data was collected?
When was data collected?
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Identifying Gaps in
Information Required Compare information gathered with
information required in research
objectives
Research objectives may sometimes be
met with no need for further research
Think about this in relation to your
literature review
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Secondary data research
Data gathered and recorded by someone
else prior to and for purposes other than the
current project.
Historical
Already assembled
Needs no access to subjects.
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Advantages
Faster and less expensive than primary data
Particularly for electronic retrieval of
digitally stored data.
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Disadvantages
Not designed specifically to meet theresearchers needs.
Researchers must ask how pertinent the dataare to their particular project.
Is the subject matter consistent with ourproblem definition?
Do the data apply to the population of
interest? Do the data apply to the time period ofinterest?
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Evaluating secondary data
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Evaluating secondary data
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Typical objectives
for secondary data research designs
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Factfinding
For example, a marketer of frozen foodshould be interested in knowing the size of
the frozen pizza market.
Identifying consumer behaviour for a product
category
Trend analysis
Example: finding a trend in online
advertising in Australia.
Environmental scanning.
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Model building
Use of secondary data to specifyrelationships between two or more variables.
Extends to development of descriptive or
predictive equations. Used to estimate market potential for
geographic areas.
Example: savoury biscuits marketer using
population data.
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Model building
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Model building
Also used to forecast sales.
For example, Australian Recording
Industry Association uses past sales to
forecast future sales. Used to analyse trade areas and sites.
Example:retail saturation data.
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Data mining
Use of powerful computers to dig through
volumes of data to discover patterns about an
organisations customers and products.
Neural networks: artificial intelligence inwhich a computer is programmed to mimic
the way that the human brain processes
information.
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Market basket analysis
Analyses anonymous pointofsaletransaction databases to identify coinciding
purchases or relationships between products
purchased and other retail shopping
information.
Example: Osco Drugs discovered men buy
nappies with beer.
Customer discovery and sequence discovery.
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Marriot vacation club international
Sells vacation timeshare condos using direct
mail.
Starting with data on hotel guests, they
looked at motor vehicle and property records,ages, estimated income to enrich the
prospect list.
The result was less wastage and a higher
response rate.
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Sources of secondary data
Internal and proprietary data sources
originate inside the organisation.
Sales orders, customer complaints, service
records. External data is created, recorded or
generated by an entity other that the
researchers organisation.
Government, newspapers and journals,
trade associations.
I f ti d t d it
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Information as a product and its
distribution channels
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I f ti d t d it
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Information as a product and its
distribution channels Libraries
The Internet
Vendors
Producers
Books and periodicals
Government sources
Media sources Trade association sources
Commercial sources.
A li f th di d t
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A sampling of the diverse data
available
Market share and consumption and purchase
behaviour data
ACNielsen with scannerbased data
Demographic and census updates
ABS
Consumer attitude and public opinion research
Roy Morgan Australia opinion polls
Advertising research
OzTAM television audience ratings.
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What changes have you noticed in the use of trackingmonitors?
William Burlace, Director, Media ServicesRoy Morgan Research
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Question:
You have been hired by the AutismAssociation to learn how they canincrease the number of fathers whovolunteer to help with therapy forautism children?
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Why conduct exploratory research?
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Why conduct exploratory research?
Uncertainty about the precise statement
of the problem that we faceHelps better understand a situation
Helps screen alternatives
Helps in coming up with new ideas
Purpose is to crystalise the problemrather than to measure & quantify
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Qualitative ways to explore
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Qualitative ways to explore
Stories
Visual portrayals Intrepretations
Can look at trends
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Discovering ideas.Screening alternatives?
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Screening alternatives? Exploratory research is used to find new
product ideas. Eg design your own car
When there are a number of options
open to you & you need to select Eg new product ideas what will work;
market size, etc
Concept testing need to get a feel for
the merits of an idea before makingR&D commitments and using resources