marketing research session 04

8/6/2019 Marketing Research Session 04

1/37

Marketing Research

March 2011


2/37

Agenda today

Semester ending

Sampling

Segmentation


3/37

Types of research


4/37

The Yin-Yang of Qualitative and

Quantitative Research

Exploratory

Understanding

Flowingstructure

Hypothesis-

generation

Bridging and

putting things

together interms ofhow

and why

Qualitative Quantitative

Validation

Measuring

Rigorous

structure hypothesis-

testing

providing

descriptive

parameters

(who, what,when, where)


5/37

Qualitative techniques

Group Discussions

Depth interview

Expert opinion DI Paired Interview

Triad

Day in life

Deprivations Obituary

Ethnography


6/37

What is a projective technique ?

Their main purpose or aim is to facilitate a deeper exploration of

a persons feelings about a situation, product, brand or type of

activity.

These techniques help to enter the private and often

unconscious world of the individual. One uses these for

descriptive and diagnostic reasons.

Give the man a mask and he will tell you

all about himself


7/37

Sampling


8/37

Sample should represent the

Universe


9/37

Important concepts

Dependent and independent variables

Extraneous variables

Research Hypothesis

Experimental testing approach

Experiment and control groups


10/37

Sampling key considerations

How to select the sample?

How many to select?


11/37

Types of sample designs


12/37

Types

Non probability

Deliberate, purposive, judgmental sampling

Personal selection Bias

Quota sampling

Inferences not statistical

Probability

Random/chance sampling

Everyone has a chance to get selected


13/37

Not simple always

Complex random sampling designs


14/37

Types of complex random sampling

methods

Systematic sampling

Stratified sampling

Cluster sampling

Area sampling

Multistage sampling

Sequential sampling


15/37


methods

Systematic sampling random numbers to pick first

unit to start and then skip at fixed intervals.

Convenient, less costlier can be used for large

populations

Stratified sampling population is not

homogeneous, divide into sub-groups that are

homogeneous and then sample


16/37


methods

Cluster sampling divide a big area into small non-

overlapping areas and randomly select a number of

these

Area sampling if clusters are geographic

subdivisions it is called area sampling


17/37


methods

Multistage sampling applied for considerably large areas

easier to administer and large number of units can be sampled

Probability proportionate to size (PPS) cumulative totals for

systematic sampling probablity of larger to get selected is

higher

Sequential sampling size of sample not fixed decided as

research progresses go on taking samples as long as one

desires


18/37

Quiz

Who sells largest numbers of cameras in India?

Who is the biggest in music business in India?

What Apple did to Sony, Sony did to Kodak? Explain

In 2008, who was the biggest competition to British Airways in

India?

Who was the biggest competitor to film industry in 2008/2009?


19/37

Sampling key considerations

How to select the sample?

How many to select?


20/37

The sample size calculation

Not just mathematical

Other considerations also.


21/37

The sample size calculation - 1

When estimating means (for continuous or interval scaled

variables)

n = square (Zs/e) / (Zs/e) 2

n = Sample size required

Z = constant for a desired confidence level For 95% Z = 1.96

s = standard deviation for the variable which we are trying

to measure from the study

unknown but estimated on past studies. Generally range/6

gives good estimation of s because of all s mostly lie between+/- 3 of mean ..

e tolerable error in estimating the variable in question.

Lower the tolerance higher the sample

To be decided by sponsor/researcher


22/37

Example

Customer satisfaction survey scale : 1-10 7/8

questions

n = square (Zs/e) / (Zs/e)^2


Z = constant for a desired confidence level

For 95% Z = 1.96

s = standard deviation for the variable which we are

trying to measure from the study

range = 10-1 =9, s = 9/6 = 1.5

e 0.5

n = (1.96*1.5/0.5)^2 = 34.57 or 35


23/37

The sample size calculation - 2

When estimating proportions or percentage

n = pq x square (Z/e) / pq(Z/e)^2


Z = constant for a desired confidence level For 90% Z = 1.645

e tolerable error in estimating the variable in

question.

Lower the tolerance higher the sample

To be decided by sponsor/researcher

p frequency of occurrence of something expressed

as proportion study tries to determine p

q non occurrence of p or 1-p


24/37

Example

Estimate proportion of population wearing a jeans

n = pq x square (Z/e) / pq(Z/e)^2

Z = constant for a desired confidence level

For 95% Z = 1.96

e 3% tolerable error : 0.03 as p is proportion

p from previous studies or knowledge = 25% or 0.25

n = 0.25x 0.75 x (1.96/0.03)^2 = 800

We need a sample of 800 respondents to estimate

the true value of p with a 95% confidence level

and with an error of +/-0.03 from true value


25/37

Determining the sample size

Generally, 50/100 is considered as a good enough

size for each group in the sample


26/37

Other issues affecting sample size

decisions

Number of centres : if data needs to be read by each

centre then need minimum sample per location

Multiple questions different type of questions, scales,proportions need to reconcile sample size arrived by

each method

Cell size in analysis variable on which analysis is

required

Time and budget constraints

Role of experience given limitations of formulae


27/37

Types of error in MR

Sampling error: selection of some and non selection of

some units. Controllable if sample selection is done

random, unbiased way probability sampling used.

Reduces to zero for large samples

Non-sampling error : errors by interviewer, data entry

operator or researcher

Total error : sampling + non-sampling error usually

unknown increasing sample increases non sampling

error optimum sample


28/37

Errors in MR

Sampling error : Kelloggs example

Nonsampling error Measurement Error

Data Recording Error

Data Analysis Error

Nonresponse Error


29/37


30/37

Designing Questionnaire

Data collection instrument


31/37

Considerations

Language can be used in any language

Difficulty level of words data collector + respondent to

understand

Fatigue ideal time 20 mins

Co-operation from respondent should encourage

response

Socially acceptable responses

E.g. Do you read a newspaper Yes

Repeat at different places Ask indirectly

Follow up questions to probe truth

Ease of recording


32/37

Considerations

Coding to be done before data collection

Skipping instructions

Sequencing of questions demographics at end

Biased and leading questions

Do you think liberalisation is good?

Some people think liberalisation is good, some think it is

bad. What do you think?

Monotony always agree or disagree..

Analysis required questions to be designed accordingly

Scale of measurement.


33/37

Measurement Scales


34/37

Types of scales

Nominal : number used only as labels, no numerical

sanctity. No statistical computations possible like

mean etc. Simple tabulations and cross-tabulations

possible

Ordinal : have meaningful order. E.g., ranks not

interchangeable. Gives order but not distance not

how much? Average not used


35/37

Types of scales

Interval : behavioural and attitudinal measurements.

Can calculate mean, standard deviation etc Also

called rating scales. Interval distance is fixed

Ratio : Has a unique zero or beginning point. Ratio

of two values on scale corresponds to same ratio

amongst measured values. E.g., length, height, age,

income etc. Arithmetic operations possible


36/37

Ad testing

Appeal

Awareness

Increase recall

Call to action

Curiosity

Instruct

Correct Image


37/37

Advertising Effect

ForTV communication to be effective, it must

Cut-Through the media clutter, in order to..

Reach the target audience

Communicate the desired message, and..

Brand the desired message correctly.

Positively impact the consumer-brand relationship

marketing research session 04

Documents