Research Design · 2016-11-17 · Secondary data: qualitative analysis. qualitative research. Describe market characteristics or functions. Marked by the prior formulation of specific
3-1Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Chapter Three
Research Design
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Research Design Definition
bull A research design is a framework or blueprint for conducting the marketing research project It details the procedures necessary for obtaining the information needed to structure or solve marketing research problems
3-3Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Components of a Research Design
bull Define the information needed (Chapter 2)bull Design the exploratory descriptive andor causal
phases of the research (Chapters 3 - 7)bull Specify the measurement and scaling procedures
(Chapters 8 and 9)bull Construct and pretest a questionnaire
(interviewing form) or an appropriate form for data collection (Chapter 10)
bull Specify the sampling process and sample size (Chapters 11 and 12)
bull Develop a plan of data analysis (Chapter 14)
3-4Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Marketing Research Designs
Single Cross-Sectional Design
Multiple Cross-Sectional Design
Fig 31
Research Design
Conclusive Research Design
Exploratory Research Design
Descriptive Research
Causal Research
Cross-Sectional Design
Longitudinal Design
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Exploratory amp Conclusive Research Differences
Objective
Character-istics
Findings Results
Outcome
To provide insights and understanding
Information needed is defined only loosely Research process is flexible and unstructured Sample is small and non-representative Analysis of primary data is qualitative
Tentative
Generally followed by further exploratory or conclusive research
To test specific hypotheses and examine relationships
Information needed is clearly defined Research process is formal and structured Sample is large and representative Data analysis is quantitative
Conclusive
Findings used as input into decision making
Exploratory ConclusiveConfirmatoryTable 31
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A Comparison of Basic Research Designswhat Different types Effect on manipuations adddeleteincentive consumersales
Objective
Characteristics
Methods
Discovery of ideas and insights
Flexible versatile
Often the front end of total research design
Expert surveysPilot surveysCase studiesSecondary dataqualitative analysisqualitative research
Describe market characteristics or functions
Marked by the prior formulation of specific hypotheses
Preplanned and structured design
Secondary dataquantitative analysisSurveysexperimentPanelsObservation and other data
Determine cause and effect relationships
Manipulation of independent variables effect on dependent variables
Control mediating variables
Lab experimentField dataField experiment
Exploratory Descriptive CausalTable 32
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Uses of Exploratory Research
bull (Are consumers aware of different manipulations Who do consumers think of online manipulations) ndash In-depth interviews
bull Formulate a problem or define a problem more precisely
bull Identify alternative courses of actionbull Develop hypothesesbull Isolate key variables and relationships for further
examinationbull Gain insights for developing an approach to the
problembull Establish priorities for further research
3-8Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Methods of Exploratory Research
bull Survey of experts (discussed in Chapter 2)
bull Pilot surveys (discussed in Chapter 2)
bull Secondary data analyzed in a qualitative way (discussed in Chapter 4)
bull Qualitative research (observations interviews focus groups discussed in Chapter 5)
3-9Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Use of Descriptive Research
bull How manipulations are different What kinds of consumers can detect manipulations Experience n knowledge)
bull To describe the characteristics of relevant groups such as consumers salespeople organizations or market areas
bull To estimate the percentage of units in a specified population exhibiting a certain behavior
bull To determine the perceptions of product characteristics
bull To determine the degree to which marketing variables are associated
bull To make specific predictions
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Methods of Descriptive Research
bull Secondary data analyzed in a quantitative as opposed to a qualitative manner (discussed in Chapter 4)
bull Surveys (Chapter 6)
bull Panels (Chapters 4 and 6)
bull Observational and other data (Chapter 6)
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Cross-Sectional (slice of time) Designs
bull Involve the collection of information from any given sample of population elements only once
bull In single cross-sectional designs there is only one sample of respondents and information is obtained from this sample only once (one time T1)
bull In multiple cross-sectional designs there are two or more samples of respondents and information from each sample is obtained only once Often information from different samples is obtained at different times (annual surveys)
bull Cohort analysis consists of a series of surveys conducted at appropriate time intervals where the cohort serves as the basic unit of analysis A cohort is a group of respondents who experience the same event within the same time interval (class of students 2015 freshmen sophomores)
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Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
8-1920-2930-3940-4950+
Age 1960 1969 19791950
529452339232181
626607466408288C1
732760677586500C2
810758714678519C3
C8C7C6C5C4
C1 cohort born prior to 1900C2 cohort born 1901-10C3 cohort born 1911-20C4 cohort born 1921-30
C5 cohort born 1931-40C6 cohort born 1940-49C7 cohort born 1950-59C8 cohort born 1960-69
Table 33
Percentage consuming on a typical day
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Longitudinal Designs
bull A fixed sample (or samples) of population elements is measured repeatedly (over time T1 T2 T3) on the same variablesbull Stock prices interest rates CPIs
bull Other time series
bull A longitudinal design differs from a cross-sectional design in that the sample or samples (people or cases) remain the same over time (where multiple cross-sectional designs use different samples every time)
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Cross-Sectional vs Longitudinal
Sample Surveyed
at T1
Sample Surveyed
at T1
Same Sample
also Surveyed
at T2
T1 T2
Cross-Sectional Design
Longitudinal Design
Time
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Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Evaluation Criteria
Cross-Sectional Design
Longitudinal Design
Detecting ChangeLarge amount of data collectionAccuracyRepresentative SamplingResponse bias
---++
+++--
Note A ldquo+rdquo indicates a relative advantage over the other design whereas a ldquo-rdquo indicates a relative disadvantage
Table 34
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Cross-Sectional Data May Not Show Change
Brand Purchased Time PeriodPeriod 1 Period 2Survey Survey
Brand A 200 200Brand B 300 300Brand C 500 500Total 1000 1000
Table 35
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Longitudinal Data May Show Substantial Change
Brand Purchased in Period 1
Brand Purchased in Period 2
Brand A Brand B Brand C Total
Brand ABrand BBrand CTotal
1002575
200
50100150300
50175275500
2003005001000
Table 36
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Uses of Causal Research
bull To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon
bull To determine the nature of the relationship between the causal variables and the effect to be predicted
bull METHOD Experiments Advertising -gt Sales If so how much (parameter estimate direction +- effect size)
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Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Exploratory ResearchbullSecondary Data Analysis
bullFocus Groups
Conclusive ResearchbullDescriptiveCausal
Conclusive ResearchbullDescriptiveCausal
Exploratory Research
bullSecondary Data Analysis
bullFocus Groups
Conclusive ResearchbullDescriptiveCausal
(a)
(b)
(c)
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Potential Sources of Error in Research Designs (remember bad research)
Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error
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Errors in Marketing Research
bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project
bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample
bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors
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Errors in Marketing Research
bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)
bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed
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Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens
The following seven-step process was taken by marketingresearch to help in the design
Citicorp Banks on Exploratory Descriptive and Causal Research
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2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈) was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products
In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse
Citicorp Banks on Exploratory Descriptive and Causal Research
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4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target
market will easily understandbull Does the idea fit into the overall strategy of Citicorp
Citicorp Banks on Exploratory Descriptive and Causal Research
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5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product
6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors
Citicorp Banks on Exploratory Descriptive and Causal Research
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7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally
Citicorp Banks on Exploratory Descriptive and Causal Research
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Manipulation of Online Product Reviews
Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness
understanding of manipulations
Step 2 Descriptive StudySurvey of consumers to generate their perceptions of
manipulations
Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and
purchase intentionField experiment of secondary data ratings reviews between
two websites to define the intensity of manipulations and their effect on sales
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Marketing Research Proposal
bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the
Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices
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Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests
Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen
The Greenfield of Online Research
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Chapter Four
Exploratory Research DesignSecondary Data
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Primary Vs Secondary Data
bull Primary data are originated by a researcher for the specific purpose of addressing the problem at hand The collection of primary data involves all six steps of the marketing research process (Chapter 1) Collect by yourself
bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)
bull
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A Comparison of Primary amp Secondary Data
Primary Data Secondary Data
Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short
Table 41
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Uses of Secondary Data
bull Identify the problem
bull Better define the problem
bull Develop an approach to the problem
bull Formulate an appropriate research design (for example by identifying the key variables)
bull Answer certain research questions and test some hypotheses
bull Interpret primary data more insightfully
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Criteria for Evaluating Secondary Data
bull Specifications Methodology Used to Collect the Data
bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data
Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are
the Data
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A Classification of Secondary Data
Secondary Data
Ready to Use
Requires Further
Processing
PublishedMaterials
Computerized Databases
Syndicated Services
Fig 41
Internal External
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Internal Secondary Data (Example proactive service)
Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens
wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications
were also examined
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Type of IndividualHousehold Level DataAvailable from Syndicated Firms
I Demographic Data- Identification (name address emailtelephone)- Sex- Marital status- Names of family members- Age (including ages of family members)- Income- Occupation- Number of children present- Home ownership- Length of residence- Number and make of cars owned
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Type of IndividualHousehold Level Data Available from Syndicated Firms
II Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses
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A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
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InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
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A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
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Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
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Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
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Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
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A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
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Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
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Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
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Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
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Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
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Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
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A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
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Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
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Layout of focus group room and viewing room
One-way mirror
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Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
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FOCUS GROUP-PHOTOS SHARING
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Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
3-2Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Research Design Definition
bull A research design is a framework or blueprint for conducting the marketing research project It details the procedures necessary for obtaining the information needed to structure or solve marketing research problems
3-3Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Components of a Research Design
bull Define the information needed (Chapter 2)bull Design the exploratory descriptive andor causal
phases of the research (Chapters 3 - 7)bull Specify the measurement and scaling procedures
(Chapters 8 and 9)bull Construct and pretest a questionnaire
(interviewing form) or an appropriate form for data collection (Chapter 10)
bull Specify the sampling process and sample size (Chapters 11 and 12)
bull Develop a plan of data analysis (Chapter 14)
3-4Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Marketing Research Designs
Single Cross-Sectional Design
Multiple Cross-Sectional Design
Fig 31
Research Design
Conclusive Research Design
Exploratory Research Design
Descriptive Research
Causal Research
Cross-Sectional Design
Longitudinal Design
3-5Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Exploratory amp Conclusive Research Differences
Objective
Character-istics
Findings Results
Outcome
To provide insights and understanding
Information needed is defined only loosely Research process is flexible and unstructured Sample is small and non-representative Analysis of primary data is qualitative
Tentative
Generally followed by further exploratory or conclusive research
To test specific hypotheses and examine relationships
Information needed is clearly defined Research process is formal and structured Sample is large and representative Data analysis is quantitative
Conclusive
Findings used as input into decision making
Exploratory ConclusiveConfirmatoryTable 31
3-6Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Comparison of Basic Research Designswhat Different types Effect on manipuations adddeleteincentive consumersales
Objective
Characteristics
Methods
Discovery of ideas and insights
Flexible versatile
Often the front end of total research design
Expert surveysPilot surveysCase studiesSecondary dataqualitative analysisqualitative research
Describe market characteristics or functions
Marked by the prior formulation of specific hypotheses
Preplanned and structured design
Secondary dataquantitative analysisSurveysexperimentPanelsObservation and other data
Determine cause and effect relationships
Manipulation of independent variables effect on dependent variables
Control mediating variables
Lab experimentField dataField experiment
Exploratory Descriptive CausalTable 32
3-7Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Exploratory Research
bull (Are consumers aware of different manipulations Who do consumers think of online manipulations) ndash In-depth interviews
bull Formulate a problem or define a problem more precisely
bull Identify alternative courses of actionbull Develop hypothesesbull Isolate key variables and relationships for further
examinationbull Gain insights for developing an approach to the
problembull Establish priorities for further research
3-8Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Methods of Exploratory Research
bull Survey of experts (discussed in Chapter 2)
bull Pilot surveys (discussed in Chapter 2)
bull Secondary data analyzed in a qualitative way (discussed in Chapter 4)
bull Qualitative research (observations interviews focus groups discussed in Chapter 5)
3-9Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Use of Descriptive Research
bull How manipulations are different What kinds of consumers can detect manipulations Experience n knowledge)
bull To describe the characteristics of relevant groups such as consumers salespeople organizations or market areas
bull To estimate the percentage of units in a specified population exhibiting a certain behavior
bull To determine the perceptions of product characteristics
bull To determine the degree to which marketing variables are associated
bull To make specific predictions
3-10Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Methods of Descriptive Research
bull Secondary data analyzed in a quantitative as opposed to a qualitative manner (discussed in Chapter 4)
bull Surveys (Chapter 6)
bull Panels (Chapters 4 and 6)
bull Observational and other data (Chapter 6)
3-11Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Cross-Sectional (slice of time) Designs
bull Involve the collection of information from any given sample of population elements only once
bull In single cross-sectional designs there is only one sample of respondents and information is obtained from this sample only once (one time T1)
bull In multiple cross-sectional designs there are two or more samples of respondents and information from each sample is obtained only once Often information from different samples is obtained at different times (annual surveys)
bull Cohort analysis consists of a series of surveys conducted at appropriate time intervals where the cohort serves as the basic unit of analysis A cohort is a group of respondents who experience the same event within the same time interval (class of students 2015 freshmen sophomores)
3-12Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
8-1920-2930-3940-4950+
Age 1960 1969 19791950
529452339232181
626607466408288C1
732760677586500C2
810758714678519C3
C8C7C6C5C4
C1 cohort born prior to 1900C2 cohort born 1901-10C3 cohort born 1911-20C4 cohort born 1921-30
C5 cohort born 1931-40C6 cohort born 1940-49C7 cohort born 1950-59C8 cohort born 1960-69
Table 33
Percentage consuming on a typical day
3-13Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Longitudinal Designs
bull A fixed sample (or samples) of population elements is measured repeatedly (over time T1 T2 T3) on the same variablesbull Stock prices interest rates CPIs
bull Other time series
bull A longitudinal design differs from a cross-sectional design in that the sample or samples (people or cases) remain the same over time (where multiple cross-sectional designs use different samples every time)
3-14Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Cross-Sectional vs Longitudinal
Sample Surveyed
at T1
Sample Surveyed
at T1
Same Sample
also Surveyed
at T2
T1 T2
Cross-Sectional Design
Longitudinal Design
Time
3-15Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Evaluation Criteria
Cross-Sectional Design
Longitudinal Design
Detecting ChangeLarge amount of data collectionAccuracyRepresentative SamplingResponse bias
---++
+++--
Note A ldquo+rdquo indicates a relative advantage over the other design whereas a ldquo-rdquo indicates a relative disadvantage
Table 34
3-16Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Cross-Sectional Data May Not Show Change
Brand Purchased Time PeriodPeriod 1 Period 2Survey Survey
Brand A 200 200Brand B 300 300Brand C 500 500Total 1000 1000
Table 35
3-17Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Longitudinal Data May Show Substantial Change
Brand Purchased in Period 1
Brand Purchased in Period 2
Brand A Brand B Brand C Total
Brand ABrand BBrand CTotal
1002575
200
50100150300
50175275500
2003005001000
Table 36
3-18Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Causal Research
bull To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon
bull To determine the nature of the relationship between the causal variables and the effect to be predicted
bull METHOD Experiments Advertising -gt Sales If so how much (parameter estimate direction +- effect size)
3-19Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Exploratory ResearchbullSecondary Data Analysis
bullFocus Groups
Conclusive ResearchbullDescriptiveCausal
Conclusive ResearchbullDescriptiveCausal
Exploratory Research
bullSecondary Data Analysis
bullFocus Groups
Conclusive ResearchbullDescriptiveCausal
(a)
(b)
(c)
3-20Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Potential Sources of Error in Research Designs (remember bad research)
Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error
3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project
bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample
bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors
3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)
bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed
3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens
The following seven-step process was taken by marketingresearch to help in the design
Citicorp Banks on Exploratory Descriptive and Causal Research
3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈) was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products
In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse
Citicorp Banks on Exploratory Descriptive and Causal Research
3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target
market will easily understandbull Does the idea fit into the overall strategy of Citicorp
Citicorp Banks on Exploratory Descriptive and Causal Research
3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product
6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors
Citicorp Banks on Exploratory Descriptive and Causal Research
3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally
Citicorp Banks on Exploratory Descriptive and Causal Research
3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Manipulation of Online Product Reviews
Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness
understanding of manipulations
Step 2 Descriptive StudySurvey of consumers to generate their perceptions of
manipulations
Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and
purchase intentionField experiment of secondary data ratings reviews between
two websites to define the intensity of manipulations and their effect on sales
3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research Proposal
bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the
Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices
3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests
Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen
The Greenfield of Online Research
4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Chapter Four
Exploratory Research DesignSecondary Data
4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Primary Vs Secondary Data
bull Primary data are originated by a researcher for the specific purpose of addressing the problem at hand The collection of primary data involves all six steps of the marketing research process (Chapter 1) Collect by yourself
bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)
bull
4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Comparison of Primary amp Secondary Data
Primary Data Secondary Data
Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short
Table 41
4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Secondary Data
bull Identify the problem
bull Better define the problem
bull Develop an approach to the problem
bull Formulate an appropriate research design (for example by identifying the key variables)
bull Answer certain research questions and test some hypotheses
bull Interpret primary data more insightfully
4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Criteria for Evaluating Secondary Data
bull Specifications Methodology Used to Collect the Data
bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data
Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are
the Data
4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Secondary Data
Secondary Data
Ready to Use
Requires Further
Processing
PublishedMaterials
Computerized Databases
Syndicated Services
Fig 41
Internal External
4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internal Secondary Data (Example proactive service)
Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens
wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications
were also examined
4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
I Demographic Data- Identification (name address emailtelephone)- Sex- Marital status- Names of family members- Age (including ages of family members)- Income- Occupation- Number of children present- Home ownership- Length of residence- Number and make of cars owned
4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level Data Available from Syndicated Firms
II Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses
4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
3-3Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Components of a Research Design
bull Define the information needed (Chapter 2)bull Design the exploratory descriptive andor causal
phases of the research (Chapters 3 - 7)bull Specify the measurement and scaling procedures
(Chapters 8 and 9)bull Construct and pretest a questionnaire
(interviewing form) or an appropriate form for data collection (Chapter 10)
bull Specify the sampling process and sample size (Chapters 11 and 12)
bull Develop a plan of data analysis (Chapter 14)
3-4Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Marketing Research Designs
Single Cross-Sectional Design
Multiple Cross-Sectional Design
Fig 31
Research Design
Conclusive Research Design
Exploratory Research Design
Descriptive Research
Causal Research
Cross-Sectional Design
Longitudinal Design
3-5Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Exploratory amp Conclusive Research Differences
Objective
Character-istics
Findings Results
Outcome
To provide insights and understanding
Information needed is defined only loosely Research process is flexible and unstructured Sample is small and non-representative Analysis of primary data is qualitative
Tentative
Generally followed by further exploratory or conclusive research
To test specific hypotheses and examine relationships
Information needed is clearly defined Research process is formal and structured Sample is large and representative Data analysis is quantitative
Conclusive
Findings used as input into decision making
Exploratory ConclusiveConfirmatoryTable 31
3-6Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Comparison of Basic Research Designswhat Different types Effect on manipuations adddeleteincentive consumersales
Objective
Characteristics
Methods
Discovery of ideas and insights
Flexible versatile
Often the front end of total research design
Expert surveysPilot surveysCase studiesSecondary dataqualitative analysisqualitative research
Describe market characteristics or functions
Marked by the prior formulation of specific hypotheses
Preplanned and structured design
Secondary dataquantitative analysisSurveysexperimentPanelsObservation and other data
Determine cause and effect relationships
Manipulation of independent variables effect on dependent variables
Control mediating variables
Lab experimentField dataField experiment
Exploratory Descriptive CausalTable 32
3-7Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Exploratory Research
bull (Are consumers aware of different manipulations Who do consumers think of online manipulations) ndash In-depth interviews
bull Formulate a problem or define a problem more precisely
bull Identify alternative courses of actionbull Develop hypothesesbull Isolate key variables and relationships for further
examinationbull Gain insights for developing an approach to the
problembull Establish priorities for further research
3-8Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Methods of Exploratory Research
bull Survey of experts (discussed in Chapter 2)
bull Pilot surveys (discussed in Chapter 2)
bull Secondary data analyzed in a qualitative way (discussed in Chapter 4)
bull Qualitative research (observations interviews focus groups discussed in Chapter 5)
3-9Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Use of Descriptive Research
bull How manipulations are different What kinds of consumers can detect manipulations Experience n knowledge)
bull To describe the characteristics of relevant groups such as consumers salespeople organizations or market areas
bull To estimate the percentage of units in a specified population exhibiting a certain behavior
bull To determine the perceptions of product characteristics
bull To determine the degree to which marketing variables are associated
bull To make specific predictions
3-10Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Methods of Descriptive Research
bull Secondary data analyzed in a quantitative as opposed to a qualitative manner (discussed in Chapter 4)
bull Surveys (Chapter 6)
bull Panels (Chapters 4 and 6)
bull Observational and other data (Chapter 6)
3-11Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Cross-Sectional (slice of time) Designs
bull Involve the collection of information from any given sample of population elements only once
bull In single cross-sectional designs there is only one sample of respondents and information is obtained from this sample only once (one time T1)
bull In multiple cross-sectional designs there are two or more samples of respondents and information from each sample is obtained only once Often information from different samples is obtained at different times (annual surveys)
bull Cohort analysis consists of a series of surveys conducted at appropriate time intervals where the cohort serves as the basic unit of analysis A cohort is a group of respondents who experience the same event within the same time interval (class of students 2015 freshmen sophomores)
3-12Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
8-1920-2930-3940-4950+
Age 1960 1969 19791950
529452339232181
626607466408288C1
732760677586500C2
810758714678519C3
C8C7C6C5C4
C1 cohort born prior to 1900C2 cohort born 1901-10C3 cohort born 1911-20C4 cohort born 1921-30
C5 cohort born 1931-40C6 cohort born 1940-49C7 cohort born 1950-59C8 cohort born 1960-69
Table 33
Percentage consuming on a typical day
3-13Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Longitudinal Designs
bull A fixed sample (or samples) of population elements is measured repeatedly (over time T1 T2 T3) on the same variablesbull Stock prices interest rates CPIs
bull Other time series
bull A longitudinal design differs from a cross-sectional design in that the sample or samples (people or cases) remain the same over time (where multiple cross-sectional designs use different samples every time)
3-14Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Cross-Sectional vs Longitudinal
Sample Surveyed
at T1
Sample Surveyed
at T1
Same Sample
also Surveyed
at T2
T1 T2
Cross-Sectional Design
Longitudinal Design
Time
3-15Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Evaluation Criteria
Cross-Sectional Design
Longitudinal Design
Detecting ChangeLarge amount of data collectionAccuracyRepresentative SamplingResponse bias
---++
+++--
Note A ldquo+rdquo indicates a relative advantage over the other design whereas a ldquo-rdquo indicates a relative disadvantage
Table 34
3-16Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Cross-Sectional Data May Not Show Change
Brand Purchased Time PeriodPeriod 1 Period 2Survey Survey
Brand A 200 200Brand B 300 300Brand C 500 500Total 1000 1000
Table 35
3-17Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Longitudinal Data May Show Substantial Change
Brand Purchased in Period 1
Brand Purchased in Period 2
Brand A Brand B Brand C Total
Brand ABrand BBrand CTotal
1002575
200
50100150300
50175275500
2003005001000
Table 36
3-18Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Causal Research
bull To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon
bull To determine the nature of the relationship between the causal variables and the effect to be predicted
bull METHOD Experiments Advertising -gt Sales If so how much (parameter estimate direction +- effect size)
3-19Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Exploratory ResearchbullSecondary Data Analysis
bullFocus Groups
Conclusive ResearchbullDescriptiveCausal
Conclusive ResearchbullDescriptiveCausal
Exploratory Research
bullSecondary Data Analysis
bullFocus Groups
Conclusive ResearchbullDescriptiveCausal
(a)
(b)
(c)
3-20Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Potential Sources of Error in Research Designs (remember bad research)
Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error
3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project
bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample
bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors
3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)
bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed
3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens
The following seven-step process was taken by marketingresearch to help in the design
Citicorp Banks on Exploratory Descriptive and Causal Research
3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈) was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products
In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse
Citicorp Banks on Exploratory Descriptive and Causal Research
3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target
market will easily understandbull Does the idea fit into the overall strategy of Citicorp
Citicorp Banks on Exploratory Descriptive and Causal Research
3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product
6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors
Citicorp Banks on Exploratory Descriptive and Causal Research
3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally
Citicorp Banks on Exploratory Descriptive and Causal Research
3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Manipulation of Online Product Reviews
Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness
understanding of manipulations
Step 2 Descriptive StudySurvey of consumers to generate their perceptions of
manipulations
Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and
purchase intentionField experiment of secondary data ratings reviews between
two websites to define the intensity of manipulations and their effect on sales
3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research Proposal
bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the
Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices
3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests
Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen
The Greenfield of Online Research
4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Chapter Four
Exploratory Research DesignSecondary Data
4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Primary Vs Secondary Data
bull Primary data are originated by a researcher for the specific purpose of addressing the problem at hand The collection of primary data involves all six steps of the marketing research process (Chapter 1) Collect by yourself
bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)
bull
4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Comparison of Primary amp Secondary Data
Primary Data Secondary Data
Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short
Table 41
4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Secondary Data
bull Identify the problem
bull Better define the problem
bull Develop an approach to the problem
bull Formulate an appropriate research design (for example by identifying the key variables)
bull Answer certain research questions and test some hypotheses
bull Interpret primary data more insightfully
4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Criteria for Evaluating Secondary Data
bull Specifications Methodology Used to Collect the Data
bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data
Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are
the Data
4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Secondary Data
Secondary Data
Ready to Use
Requires Further
Processing
PublishedMaterials
Computerized Databases
Syndicated Services
Fig 41
Internal External
4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internal Secondary Data (Example proactive service)
Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens
wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications
were also examined
4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
I Demographic Data- Identification (name address emailtelephone)- Sex- Marital status- Names of family members- Age (including ages of family members)- Income- Occupation- Number of children present- Home ownership- Length of residence- Number and make of cars owned
4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level Data Available from Syndicated Firms
II Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses
4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
3-4Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Marketing Research Designs
Single Cross-Sectional Design
Multiple Cross-Sectional Design
Fig 31
Research Design
Conclusive Research Design
Exploratory Research Design
Descriptive Research
Causal Research
Cross-Sectional Design
Longitudinal Design
3-5Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Exploratory amp Conclusive Research Differences
Objective
Character-istics
Findings Results
Outcome
To provide insights and understanding
Information needed is defined only loosely Research process is flexible and unstructured Sample is small and non-representative Analysis of primary data is qualitative
Tentative
Generally followed by further exploratory or conclusive research
To test specific hypotheses and examine relationships
Information needed is clearly defined Research process is formal and structured Sample is large and representative Data analysis is quantitative
Conclusive
Findings used as input into decision making
Exploratory ConclusiveConfirmatoryTable 31
3-6Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Comparison of Basic Research Designswhat Different types Effect on manipuations adddeleteincentive consumersales
Objective
Characteristics
Methods
Discovery of ideas and insights
Flexible versatile
Often the front end of total research design
Expert surveysPilot surveysCase studiesSecondary dataqualitative analysisqualitative research
Describe market characteristics or functions
Marked by the prior formulation of specific hypotheses
Preplanned and structured design
Secondary dataquantitative analysisSurveysexperimentPanelsObservation and other data
Determine cause and effect relationships
Manipulation of independent variables effect on dependent variables
Control mediating variables
Lab experimentField dataField experiment
Exploratory Descriptive CausalTable 32
3-7Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Exploratory Research
bull (Are consumers aware of different manipulations Who do consumers think of online manipulations) ndash In-depth interviews
bull Formulate a problem or define a problem more precisely
bull Identify alternative courses of actionbull Develop hypothesesbull Isolate key variables and relationships for further
examinationbull Gain insights for developing an approach to the
problembull Establish priorities for further research
3-8Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Methods of Exploratory Research
bull Survey of experts (discussed in Chapter 2)
bull Pilot surveys (discussed in Chapter 2)
bull Secondary data analyzed in a qualitative way (discussed in Chapter 4)
bull Qualitative research (observations interviews focus groups discussed in Chapter 5)
3-9Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Use of Descriptive Research
bull How manipulations are different What kinds of consumers can detect manipulations Experience n knowledge)
bull To describe the characteristics of relevant groups such as consumers salespeople organizations or market areas
bull To estimate the percentage of units in a specified population exhibiting a certain behavior
bull To determine the perceptions of product characteristics
bull To determine the degree to which marketing variables are associated
bull To make specific predictions
3-10Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Methods of Descriptive Research
bull Secondary data analyzed in a quantitative as opposed to a qualitative manner (discussed in Chapter 4)
bull Surveys (Chapter 6)
bull Panels (Chapters 4 and 6)
bull Observational and other data (Chapter 6)
3-11Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Cross-Sectional (slice of time) Designs
bull Involve the collection of information from any given sample of population elements only once
bull In single cross-sectional designs there is only one sample of respondents and information is obtained from this sample only once (one time T1)
bull In multiple cross-sectional designs there are two or more samples of respondents and information from each sample is obtained only once Often information from different samples is obtained at different times (annual surveys)
bull Cohort analysis consists of a series of surveys conducted at appropriate time intervals where the cohort serves as the basic unit of analysis A cohort is a group of respondents who experience the same event within the same time interval (class of students 2015 freshmen sophomores)
3-12Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
8-1920-2930-3940-4950+
Age 1960 1969 19791950
529452339232181
626607466408288C1
732760677586500C2
810758714678519C3
C8C7C6C5C4
C1 cohort born prior to 1900C2 cohort born 1901-10C3 cohort born 1911-20C4 cohort born 1921-30
C5 cohort born 1931-40C6 cohort born 1940-49C7 cohort born 1950-59C8 cohort born 1960-69
Table 33
Percentage consuming on a typical day
3-13Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Longitudinal Designs
bull A fixed sample (or samples) of population elements is measured repeatedly (over time T1 T2 T3) on the same variablesbull Stock prices interest rates CPIs
bull Other time series
bull A longitudinal design differs from a cross-sectional design in that the sample or samples (people or cases) remain the same over time (where multiple cross-sectional designs use different samples every time)
3-14Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Cross-Sectional vs Longitudinal
Sample Surveyed
at T1
Sample Surveyed
at T1
Same Sample
also Surveyed
at T2
T1 T2
Cross-Sectional Design
Longitudinal Design
Time
3-15Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Evaluation Criteria
Cross-Sectional Design
Longitudinal Design
Detecting ChangeLarge amount of data collectionAccuracyRepresentative SamplingResponse bias
---++
+++--
Note A ldquo+rdquo indicates a relative advantage over the other design whereas a ldquo-rdquo indicates a relative disadvantage
Table 34
3-16Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Cross-Sectional Data May Not Show Change
Brand Purchased Time PeriodPeriod 1 Period 2Survey Survey
Brand A 200 200Brand B 300 300Brand C 500 500Total 1000 1000
Table 35
3-17Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Longitudinal Data May Show Substantial Change
Brand Purchased in Period 1
Brand Purchased in Period 2
Brand A Brand B Brand C Total
Brand ABrand BBrand CTotal
1002575
200
50100150300
50175275500
2003005001000
Table 36
3-18Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Causal Research
bull To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon
bull To determine the nature of the relationship between the causal variables and the effect to be predicted
bull METHOD Experiments Advertising -gt Sales If so how much (parameter estimate direction +- effect size)
3-19Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Exploratory ResearchbullSecondary Data Analysis
bullFocus Groups
Conclusive ResearchbullDescriptiveCausal
Conclusive ResearchbullDescriptiveCausal
Exploratory Research
bullSecondary Data Analysis
bullFocus Groups
Conclusive ResearchbullDescriptiveCausal
(a)
(b)
(c)
3-20Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Potential Sources of Error in Research Designs (remember bad research)
Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error
3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project
bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample
bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors
3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)
bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed
3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens
The following seven-step process was taken by marketingresearch to help in the design
Citicorp Banks on Exploratory Descriptive and Causal Research
3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈) was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products
In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse
Citicorp Banks on Exploratory Descriptive and Causal Research
3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target
market will easily understandbull Does the idea fit into the overall strategy of Citicorp
Citicorp Banks on Exploratory Descriptive and Causal Research
3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product
6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors
Citicorp Banks on Exploratory Descriptive and Causal Research
3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally
Citicorp Banks on Exploratory Descriptive and Causal Research
3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Manipulation of Online Product Reviews
Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness
understanding of manipulations
Step 2 Descriptive StudySurvey of consumers to generate their perceptions of
manipulations
Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and
purchase intentionField experiment of secondary data ratings reviews between
two websites to define the intensity of manipulations and their effect on sales
3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research Proposal
bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the
Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices
3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests
Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen
The Greenfield of Online Research
4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Chapter Four
Exploratory Research DesignSecondary Data
4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Primary Vs Secondary Data
bull Primary data are originated by a researcher for the specific purpose of addressing the problem at hand The collection of primary data involves all six steps of the marketing research process (Chapter 1) Collect by yourself
bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)
bull
4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Comparison of Primary amp Secondary Data
Primary Data Secondary Data
Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short
Table 41
4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Secondary Data
bull Identify the problem
bull Better define the problem
bull Develop an approach to the problem
bull Formulate an appropriate research design (for example by identifying the key variables)
bull Answer certain research questions and test some hypotheses
bull Interpret primary data more insightfully
4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Criteria for Evaluating Secondary Data
bull Specifications Methodology Used to Collect the Data
bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data
Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are
the Data
4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Secondary Data
Secondary Data
Ready to Use
Requires Further
Processing
PublishedMaterials
Computerized Databases
Syndicated Services
Fig 41
Internal External
4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internal Secondary Data (Example proactive service)
Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens
wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications
were also examined
4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
I Demographic Data- Identification (name address emailtelephone)- Sex- Marital status- Names of family members- Age (including ages of family members)- Income- Occupation- Number of children present- Home ownership- Length of residence- Number and make of cars owned
4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level Data Available from Syndicated Firms
II Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses
4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
3-5Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Exploratory amp Conclusive Research Differences
Objective
Character-istics
Findings Results
Outcome
To provide insights and understanding
Information needed is defined only loosely Research process is flexible and unstructured Sample is small and non-representative Analysis of primary data is qualitative
Tentative
Generally followed by further exploratory or conclusive research
To test specific hypotheses and examine relationships
Information needed is clearly defined Research process is formal and structured Sample is large and representative Data analysis is quantitative
Conclusive
Findings used as input into decision making
Exploratory ConclusiveConfirmatoryTable 31
3-6Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Comparison of Basic Research Designswhat Different types Effect on manipuations adddeleteincentive consumersales
Objective
Characteristics
Methods
Discovery of ideas and insights
Flexible versatile
Often the front end of total research design
Expert surveysPilot surveysCase studiesSecondary dataqualitative analysisqualitative research
Describe market characteristics or functions
Marked by the prior formulation of specific hypotheses
Preplanned and structured design
Secondary dataquantitative analysisSurveysexperimentPanelsObservation and other data
Determine cause and effect relationships
Manipulation of independent variables effect on dependent variables
Control mediating variables
Lab experimentField dataField experiment
Exploratory Descriptive CausalTable 32
3-7Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Exploratory Research
bull (Are consumers aware of different manipulations Who do consumers think of online manipulations) ndash In-depth interviews
bull Formulate a problem or define a problem more precisely
bull Identify alternative courses of actionbull Develop hypothesesbull Isolate key variables and relationships for further
examinationbull Gain insights for developing an approach to the
problembull Establish priorities for further research
3-8Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Methods of Exploratory Research
bull Survey of experts (discussed in Chapter 2)
bull Pilot surveys (discussed in Chapter 2)
bull Secondary data analyzed in a qualitative way (discussed in Chapter 4)
bull Qualitative research (observations interviews focus groups discussed in Chapter 5)
3-9Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Use of Descriptive Research
bull How manipulations are different What kinds of consumers can detect manipulations Experience n knowledge)
bull To describe the characteristics of relevant groups such as consumers salespeople organizations or market areas
bull To estimate the percentage of units in a specified population exhibiting a certain behavior
bull To determine the perceptions of product characteristics
bull To determine the degree to which marketing variables are associated
bull To make specific predictions
3-10Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Methods of Descriptive Research
bull Secondary data analyzed in a quantitative as opposed to a qualitative manner (discussed in Chapter 4)
bull Surveys (Chapter 6)
bull Panels (Chapters 4 and 6)
bull Observational and other data (Chapter 6)
3-11Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Cross-Sectional (slice of time) Designs
bull Involve the collection of information from any given sample of population elements only once
bull In single cross-sectional designs there is only one sample of respondents and information is obtained from this sample only once (one time T1)
bull In multiple cross-sectional designs there are two or more samples of respondents and information from each sample is obtained only once Often information from different samples is obtained at different times (annual surveys)
bull Cohort analysis consists of a series of surveys conducted at appropriate time intervals where the cohort serves as the basic unit of analysis A cohort is a group of respondents who experience the same event within the same time interval (class of students 2015 freshmen sophomores)
3-12Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
8-1920-2930-3940-4950+
Age 1960 1969 19791950
529452339232181
626607466408288C1
732760677586500C2
810758714678519C3
C8C7C6C5C4
C1 cohort born prior to 1900C2 cohort born 1901-10C3 cohort born 1911-20C4 cohort born 1921-30
C5 cohort born 1931-40C6 cohort born 1940-49C7 cohort born 1950-59C8 cohort born 1960-69
Table 33
Percentage consuming on a typical day
3-13Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Longitudinal Designs
bull A fixed sample (or samples) of population elements is measured repeatedly (over time T1 T2 T3) on the same variablesbull Stock prices interest rates CPIs
bull Other time series
bull A longitudinal design differs from a cross-sectional design in that the sample or samples (people or cases) remain the same over time (where multiple cross-sectional designs use different samples every time)
3-14Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Cross-Sectional vs Longitudinal
Sample Surveyed
at T1
Sample Surveyed
at T1
Same Sample
also Surveyed
at T2
T1 T2
Cross-Sectional Design
Longitudinal Design
Time
3-15Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Evaluation Criteria
Cross-Sectional Design
Longitudinal Design
Detecting ChangeLarge amount of data collectionAccuracyRepresentative SamplingResponse bias
---++
+++--
Note A ldquo+rdquo indicates a relative advantage over the other design whereas a ldquo-rdquo indicates a relative disadvantage
Table 34
3-16Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Cross-Sectional Data May Not Show Change
Brand Purchased Time PeriodPeriod 1 Period 2Survey Survey
Brand A 200 200Brand B 300 300Brand C 500 500Total 1000 1000
Table 35
3-17Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Longitudinal Data May Show Substantial Change
Brand Purchased in Period 1
Brand Purchased in Period 2
Brand A Brand B Brand C Total
Brand ABrand BBrand CTotal
1002575
200
50100150300
50175275500
2003005001000
Table 36
3-18Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Causal Research
bull To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon
bull To determine the nature of the relationship between the causal variables and the effect to be predicted
bull METHOD Experiments Advertising -gt Sales If so how much (parameter estimate direction +- effect size)
3-19Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Exploratory ResearchbullSecondary Data Analysis
bullFocus Groups
Conclusive ResearchbullDescriptiveCausal
Conclusive ResearchbullDescriptiveCausal
Exploratory Research
bullSecondary Data Analysis
bullFocus Groups
Conclusive ResearchbullDescriptiveCausal
(a)
(b)
(c)
3-20Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Potential Sources of Error in Research Designs (remember bad research)
Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error
3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project
bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample
bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors
3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)
bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed
3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens
The following seven-step process was taken by marketingresearch to help in the design
Citicorp Banks on Exploratory Descriptive and Causal Research
3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈) was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products
In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse
Citicorp Banks on Exploratory Descriptive and Causal Research
3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target
market will easily understandbull Does the idea fit into the overall strategy of Citicorp
Citicorp Banks on Exploratory Descriptive and Causal Research
3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product
6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors
Citicorp Banks on Exploratory Descriptive and Causal Research
3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally
Citicorp Banks on Exploratory Descriptive and Causal Research
3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Manipulation of Online Product Reviews
Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness
understanding of manipulations
Step 2 Descriptive StudySurvey of consumers to generate their perceptions of
manipulations
Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and
purchase intentionField experiment of secondary data ratings reviews between
two websites to define the intensity of manipulations and their effect on sales
3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research Proposal
bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the
Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices
3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests
Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen
The Greenfield of Online Research
4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Chapter Four
Exploratory Research DesignSecondary Data
4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Primary Vs Secondary Data
bull Primary data are originated by a researcher for the specific purpose of addressing the problem at hand The collection of primary data involves all six steps of the marketing research process (Chapter 1) Collect by yourself
bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)
bull
4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Comparison of Primary amp Secondary Data
Primary Data Secondary Data
Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short
Table 41
4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Secondary Data
bull Identify the problem
bull Better define the problem
bull Develop an approach to the problem
bull Formulate an appropriate research design (for example by identifying the key variables)
bull Answer certain research questions and test some hypotheses
bull Interpret primary data more insightfully
4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Criteria for Evaluating Secondary Data
bull Specifications Methodology Used to Collect the Data
bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data
Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are
the Data
4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Secondary Data
Secondary Data
Ready to Use
Requires Further
Processing
PublishedMaterials
Computerized Databases
Syndicated Services
Fig 41
Internal External
4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internal Secondary Data (Example proactive service)
Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens
wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications
were also examined
4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
I Demographic Data- Identification (name address emailtelephone)- Sex- Marital status- Names of family members- Age (including ages of family members)- Income- Occupation- Number of children present- Home ownership- Length of residence- Number and make of cars owned
4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level Data Available from Syndicated Firms
II Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses
4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
3-6Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Comparison of Basic Research Designswhat Different types Effect on manipuations adddeleteincentive consumersales
Objective
Characteristics
Methods
Discovery of ideas and insights
Flexible versatile
Often the front end of total research design
Expert surveysPilot surveysCase studiesSecondary dataqualitative analysisqualitative research
Describe market characteristics or functions
Marked by the prior formulation of specific hypotheses
Preplanned and structured design
Secondary dataquantitative analysisSurveysexperimentPanelsObservation and other data
Determine cause and effect relationships
Manipulation of independent variables effect on dependent variables
Control mediating variables
Lab experimentField dataField experiment
Exploratory Descriptive CausalTable 32
3-7Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Exploratory Research
bull (Are consumers aware of different manipulations Who do consumers think of online manipulations) ndash In-depth interviews
bull Formulate a problem or define a problem more precisely
bull Identify alternative courses of actionbull Develop hypothesesbull Isolate key variables and relationships for further
examinationbull Gain insights for developing an approach to the
problembull Establish priorities for further research
3-8Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Methods of Exploratory Research
bull Survey of experts (discussed in Chapter 2)
bull Pilot surveys (discussed in Chapter 2)
bull Secondary data analyzed in a qualitative way (discussed in Chapter 4)
bull Qualitative research (observations interviews focus groups discussed in Chapter 5)
3-9Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Use of Descriptive Research
bull How manipulations are different What kinds of consumers can detect manipulations Experience n knowledge)
bull To describe the characteristics of relevant groups such as consumers salespeople organizations or market areas
bull To estimate the percentage of units in a specified population exhibiting a certain behavior
bull To determine the perceptions of product characteristics
bull To determine the degree to which marketing variables are associated
bull To make specific predictions
3-10Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Methods of Descriptive Research
bull Secondary data analyzed in a quantitative as opposed to a qualitative manner (discussed in Chapter 4)
bull Surveys (Chapter 6)
bull Panels (Chapters 4 and 6)
bull Observational and other data (Chapter 6)
3-11Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Cross-Sectional (slice of time) Designs
bull Involve the collection of information from any given sample of population elements only once
bull In single cross-sectional designs there is only one sample of respondents and information is obtained from this sample only once (one time T1)
bull In multiple cross-sectional designs there are two or more samples of respondents and information from each sample is obtained only once Often information from different samples is obtained at different times (annual surveys)
bull Cohort analysis consists of a series of surveys conducted at appropriate time intervals where the cohort serves as the basic unit of analysis A cohort is a group of respondents who experience the same event within the same time interval (class of students 2015 freshmen sophomores)
3-12Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
8-1920-2930-3940-4950+
Age 1960 1969 19791950
529452339232181
626607466408288C1
732760677586500C2
810758714678519C3
C8C7C6C5C4
C1 cohort born prior to 1900C2 cohort born 1901-10C3 cohort born 1911-20C4 cohort born 1921-30
C5 cohort born 1931-40C6 cohort born 1940-49C7 cohort born 1950-59C8 cohort born 1960-69
Table 33
Percentage consuming on a typical day
3-13Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Longitudinal Designs
bull A fixed sample (or samples) of population elements is measured repeatedly (over time T1 T2 T3) on the same variablesbull Stock prices interest rates CPIs
bull Other time series
bull A longitudinal design differs from a cross-sectional design in that the sample or samples (people or cases) remain the same over time (where multiple cross-sectional designs use different samples every time)
3-14Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Cross-Sectional vs Longitudinal
Sample Surveyed
at T1
Sample Surveyed
at T1
Same Sample
also Surveyed
at T2
T1 T2
Cross-Sectional Design
Longitudinal Design
Time
3-15Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Evaluation Criteria
Cross-Sectional Design
Longitudinal Design
Detecting ChangeLarge amount of data collectionAccuracyRepresentative SamplingResponse bias
---++
+++--
Note A ldquo+rdquo indicates a relative advantage over the other design whereas a ldquo-rdquo indicates a relative disadvantage
Table 34
3-16Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Cross-Sectional Data May Not Show Change
Brand Purchased Time PeriodPeriod 1 Period 2Survey Survey
Brand A 200 200Brand B 300 300Brand C 500 500Total 1000 1000
Table 35
3-17Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Longitudinal Data May Show Substantial Change
Brand Purchased in Period 1
Brand Purchased in Period 2
Brand A Brand B Brand C Total
Brand ABrand BBrand CTotal
1002575
200
50100150300
50175275500
2003005001000
Table 36
3-18Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Causal Research
bull To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon
bull To determine the nature of the relationship between the causal variables and the effect to be predicted
bull METHOD Experiments Advertising -gt Sales If so how much (parameter estimate direction +- effect size)
3-19Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Exploratory ResearchbullSecondary Data Analysis
bullFocus Groups
Conclusive ResearchbullDescriptiveCausal
Conclusive ResearchbullDescriptiveCausal
Exploratory Research
bullSecondary Data Analysis
bullFocus Groups
Conclusive ResearchbullDescriptiveCausal
(a)
(b)
(c)
3-20Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Potential Sources of Error in Research Designs (remember bad research)
Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error
3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project
bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample
bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors
3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)
bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed
3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens
The following seven-step process was taken by marketingresearch to help in the design
Citicorp Banks on Exploratory Descriptive and Causal Research
3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈) was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products
In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse
Citicorp Banks on Exploratory Descriptive and Causal Research
3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target
market will easily understandbull Does the idea fit into the overall strategy of Citicorp
Citicorp Banks on Exploratory Descriptive and Causal Research
3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product
6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors
Citicorp Banks on Exploratory Descriptive and Causal Research
3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally
Citicorp Banks on Exploratory Descriptive and Causal Research
3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Manipulation of Online Product Reviews
Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness
understanding of manipulations
Step 2 Descriptive StudySurvey of consumers to generate their perceptions of
manipulations
Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and
purchase intentionField experiment of secondary data ratings reviews between
two websites to define the intensity of manipulations and their effect on sales
3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research Proposal
bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the
Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices
3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests
Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen
The Greenfield of Online Research
4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Chapter Four
Exploratory Research DesignSecondary Data
4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Primary Vs Secondary Data
bull Primary data are originated by a researcher for the specific purpose of addressing the problem at hand The collection of primary data involves all six steps of the marketing research process (Chapter 1) Collect by yourself
bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)
bull
4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Comparison of Primary amp Secondary Data
Primary Data Secondary Data
Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short
Table 41
4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Secondary Data
bull Identify the problem
bull Better define the problem
bull Develop an approach to the problem
bull Formulate an appropriate research design (for example by identifying the key variables)
bull Answer certain research questions and test some hypotheses
bull Interpret primary data more insightfully
4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Criteria for Evaluating Secondary Data
bull Specifications Methodology Used to Collect the Data
bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data
Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are
the Data
4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Secondary Data
Secondary Data
Ready to Use
Requires Further
Processing
PublishedMaterials
Computerized Databases
Syndicated Services
Fig 41
Internal External
4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internal Secondary Data (Example proactive service)
Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens
wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications
were also examined
4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
I Demographic Data- Identification (name address emailtelephone)- Sex- Marital status- Names of family members- Age (including ages of family members)- Income- Occupation- Number of children present- Home ownership- Length of residence- Number and make of cars owned
4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level Data Available from Syndicated Firms
II Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses
4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
3-7Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Exploratory Research
bull (Are consumers aware of different manipulations Who do consumers think of online manipulations) ndash In-depth interviews
bull Formulate a problem or define a problem more precisely
bull Identify alternative courses of actionbull Develop hypothesesbull Isolate key variables and relationships for further
examinationbull Gain insights for developing an approach to the
problembull Establish priorities for further research
3-8Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Methods of Exploratory Research
bull Survey of experts (discussed in Chapter 2)
bull Pilot surveys (discussed in Chapter 2)
bull Secondary data analyzed in a qualitative way (discussed in Chapter 4)
bull Qualitative research (observations interviews focus groups discussed in Chapter 5)
3-9Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Use of Descriptive Research
bull How manipulations are different What kinds of consumers can detect manipulations Experience n knowledge)
bull To describe the characteristics of relevant groups such as consumers salespeople organizations or market areas
bull To estimate the percentage of units in a specified population exhibiting a certain behavior
bull To determine the perceptions of product characteristics
bull To determine the degree to which marketing variables are associated
bull To make specific predictions
3-10Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Methods of Descriptive Research
bull Secondary data analyzed in a quantitative as opposed to a qualitative manner (discussed in Chapter 4)
bull Surveys (Chapter 6)
bull Panels (Chapters 4 and 6)
bull Observational and other data (Chapter 6)
3-11Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Cross-Sectional (slice of time) Designs
bull Involve the collection of information from any given sample of population elements only once
bull In single cross-sectional designs there is only one sample of respondents and information is obtained from this sample only once (one time T1)
bull In multiple cross-sectional designs there are two or more samples of respondents and information from each sample is obtained only once Often information from different samples is obtained at different times (annual surveys)
bull Cohort analysis consists of a series of surveys conducted at appropriate time intervals where the cohort serves as the basic unit of analysis A cohort is a group of respondents who experience the same event within the same time interval (class of students 2015 freshmen sophomores)
3-12Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
8-1920-2930-3940-4950+
Age 1960 1969 19791950
529452339232181
626607466408288C1
732760677586500C2
810758714678519C3
C8C7C6C5C4
C1 cohort born prior to 1900C2 cohort born 1901-10C3 cohort born 1911-20C4 cohort born 1921-30
C5 cohort born 1931-40C6 cohort born 1940-49C7 cohort born 1950-59C8 cohort born 1960-69
Table 33
Percentage consuming on a typical day
3-13Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Longitudinal Designs
bull A fixed sample (or samples) of population elements is measured repeatedly (over time T1 T2 T3) on the same variablesbull Stock prices interest rates CPIs
bull Other time series
bull A longitudinal design differs from a cross-sectional design in that the sample or samples (people or cases) remain the same over time (where multiple cross-sectional designs use different samples every time)
3-14Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Cross-Sectional vs Longitudinal
Sample Surveyed
at T1
Sample Surveyed
at T1
Same Sample
also Surveyed
at T2
T1 T2
Cross-Sectional Design
Longitudinal Design
Time
3-15Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Evaluation Criteria
Cross-Sectional Design
Longitudinal Design
Detecting ChangeLarge amount of data collectionAccuracyRepresentative SamplingResponse bias
---++
+++--
Note A ldquo+rdquo indicates a relative advantage over the other design whereas a ldquo-rdquo indicates a relative disadvantage
Table 34
3-16Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Cross-Sectional Data May Not Show Change
Brand Purchased Time PeriodPeriod 1 Period 2Survey Survey
Brand A 200 200Brand B 300 300Brand C 500 500Total 1000 1000
Table 35
3-17Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Longitudinal Data May Show Substantial Change
Brand Purchased in Period 1
Brand Purchased in Period 2
Brand A Brand B Brand C Total
Brand ABrand BBrand CTotal
1002575
200
50100150300
50175275500
2003005001000
Table 36
3-18Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Causal Research
bull To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon
bull To determine the nature of the relationship between the causal variables and the effect to be predicted
bull METHOD Experiments Advertising -gt Sales If so how much (parameter estimate direction +- effect size)
3-19Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Exploratory ResearchbullSecondary Data Analysis
bullFocus Groups
Conclusive ResearchbullDescriptiveCausal
Conclusive ResearchbullDescriptiveCausal
Exploratory Research
bullSecondary Data Analysis
bullFocus Groups
Conclusive ResearchbullDescriptiveCausal
(a)
(b)
(c)
3-20Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Potential Sources of Error in Research Designs (remember bad research)
Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error
3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project
bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample
bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors
3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)
bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed
3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens
The following seven-step process was taken by marketingresearch to help in the design
Citicorp Banks on Exploratory Descriptive and Causal Research
3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈) was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products
In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse
Citicorp Banks on Exploratory Descriptive and Causal Research
3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target
market will easily understandbull Does the idea fit into the overall strategy of Citicorp
Citicorp Banks on Exploratory Descriptive and Causal Research
3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product
6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors
Citicorp Banks on Exploratory Descriptive and Causal Research
3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally
Citicorp Banks on Exploratory Descriptive and Causal Research
3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Manipulation of Online Product Reviews
Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness
understanding of manipulations
Step 2 Descriptive StudySurvey of consumers to generate their perceptions of
manipulations
Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and
purchase intentionField experiment of secondary data ratings reviews between
two websites to define the intensity of manipulations and their effect on sales
3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research Proposal
bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the
Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices
3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests
Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen
The Greenfield of Online Research
4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Chapter Four
Exploratory Research DesignSecondary Data
4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Primary Vs Secondary Data
bull Primary data are originated by a researcher for the specific purpose of addressing the problem at hand The collection of primary data involves all six steps of the marketing research process (Chapter 1) Collect by yourself
bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)
bull
4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Comparison of Primary amp Secondary Data
Primary Data Secondary Data
Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short
Table 41
4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Secondary Data
bull Identify the problem
bull Better define the problem
bull Develop an approach to the problem
bull Formulate an appropriate research design (for example by identifying the key variables)
bull Answer certain research questions and test some hypotheses
bull Interpret primary data more insightfully
4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Criteria for Evaluating Secondary Data
bull Specifications Methodology Used to Collect the Data
bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data
Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are
the Data
4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Secondary Data
Secondary Data
Ready to Use
Requires Further
Processing
PublishedMaterials
Computerized Databases
Syndicated Services
Fig 41
Internal External
4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internal Secondary Data (Example proactive service)
Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens
wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications
were also examined
4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
I Demographic Data- Identification (name address emailtelephone)- Sex- Marital status- Names of family members- Age (including ages of family members)- Income- Occupation- Number of children present- Home ownership- Length of residence- Number and make of cars owned
4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level Data Available from Syndicated Firms
II Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses
4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
3-8Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Methods of Exploratory Research
bull Survey of experts (discussed in Chapter 2)
bull Pilot surveys (discussed in Chapter 2)
bull Secondary data analyzed in a qualitative way (discussed in Chapter 4)
bull Qualitative research (observations interviews focus groups discussed in Chapter 5)
3-9Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Use of Descriptive Research
bull How manipulations are different What kinds of consumers can detect manipulations Experience n knowledge)
bull To describe the characteristics of relevant groups such as consumers salespeople organizations or market areas
bull To estimate the percentage of units in a specified population exhibiting a certain behavior
bull To determine the perceptions of product characteristics
bull To determine the degree to which marketing variables are associated
bull To make specific predictions
3-10Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Methods of Descriptive Research
bull Secondary data analyzed in a quantitative as opposed to a qualitative manner (discussed in Chapter 4)
bull Surveys (Chapter 6)
bull Panels (Chapters 4 and 6)
bull Observational and other data (Chapter 6)
3-11Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Cross-Sectional (slice of time) Designs
bull Involve the collection of information from any given sample of population elements only once
bull In single cross-sectional designs there is only one sample of respondents and information is obtained from this sample only once (one time T1)
bull In multiple cross-sectional designs there are two or more samples of respondents and information from each sample is obtained only once Often information from different samples is obtained at different times (annual surveys)
bull Cohort analysis consists of a series of surveys conducted at appropriate time intervals where the cohort serves as the basic unit of analysis A cohort is a group of respondents who experience the same event within the same time interval (class of students 2015 freshmen sophomores)
3-12Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
8-1920-2930-3940-4950+
Age 1960 1969 19791950
529452339232181
626607466408288C1
732760677586500C2
810758714678519C3
C8C7C6C5C4
C1 cohort born prior to 1900C2 cohort born 1901-10C3 cohort born 1911-20C4 cohort born 1921-30
C5 cohort born 1931-40C6 cohort born 1940-49C7 cohort born 1950-59C8 cohort born 1960-69
Table 33
Percentage consuming on a typical day
3-13Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Longitudinal Designs
bull A fixed sample (or samples) of population elements is measured repeatedly (over time T1 T2 T3) on the same variablesbull Stock prices interest rates CPIs
bull Other time series
bull A longitudinal design differs from a cross-sectional design in that the sample or samples (people or cases) remain the same over time (where multiple cross-sectional designs use different samples every time)
3-14Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Cross-Sectional vs Longitudinal
Sample Surveyed
at T1
Sample Surveyed
at T1
Same Sample
also Surveyed
at T2
T1 T2
Cross-Sectional Design
Longitudinal Design
Time
3-15Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Evaluation Criteria
Cross-Sectional Design
Longitudinal Design
Detecting ChangeLarge amount of data collectionAccuracyRepresentative SamplingResponse bias
---++
+++--
Note A ldquo+rdquo indicates a relative advantage over the other design whereas a ldquo-rdquo indicates a relative disadvantage
Table 34
3-16Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Cross-Sectional Data May Not Show Change
Brand Purchased Time PeriodPeriod 1 Period 2Survey Survey
Brand A 200 200Brand B 300 300Brand C 500 500Total 1000 1000
Table 35
3-17Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Longitudinal Data May Show Substantial Change
Brand Purchased in Period 1
Brand Purchased in Period 2
Brand A Brand B Brand C Total
Brand ABrand BBrand CTotal
1002575
200
50100150300
50175275500
2003005001000
Table 36
3-18Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Causal Research
bull To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon
bull To determine the nature of the relationship between the causal variables and the effect to be predicted
bull METHOD Experiments Advertising -gt Sales If so how much (parameter estimate direction +- effect size)
3-19Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Exploratory ResearchbullSecondary Data Analysis
bullFocus Groups
Conclusive ResearchbullDescriptiveCausal
Conclusive ResearchbullDescriptiveCausal
Exploratory Research
bullSecondary Data Analysis
bullFocus Groups
Conclusive ResearchbullDescriptiveCausal
(a)
(b)
(c)
3-20Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Potential Sources of Error in Research Designs (remember bad research)
Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error
3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project
bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample
bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors
3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)
bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed
3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens
The following seven-step process was taken by marketingresearch to help in the design
Citicorp Banks on Exploratory Descriptive and Causal Research
3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈) was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products
In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse
Citicorp Banks on Exploratory Descriptive and Causal Research
3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target
market will easily understandbull Does the idea fit into the overall strategy of Citicorp
Citicorp Banks on Exploratory Descriptive and Causal Research
3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product
6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors
Citicorp Banks on Exploratory Descriptive and Causal Research
3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally
Citicorp Banks on Exploratory Descriptive and Causal Research
3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Manipulation of Online Product Reviews
Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness
understanding of manipulations
Step 2 Descriptive StudySurvey of consumers to generate their perceptions of
manipulations
Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and
purchase intentionField experiment of secondary data ratings reviews between
two websites to define the intensity of manipulations and their effect on sales
3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research Proposal
bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the
Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices
3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests
Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen
The Greenfield of Online Research
4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Chapter Four
Exploratory Research DesignSecondary Data
4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Primary Vs Secondary Data
bull Primary data are originated by a researcher for the specific purpose of addressing the problem at hand The collection of primary data involves all six steps of the marketing research process (Chapter 1) Collect by yourself
bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)
bull
4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Comparison of Primary amp Secondary Data
Primary Data Secondary Data
Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short
Table 41
4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Secondary Data
bull Identify the problem
bull Better define the problem
bull Develop an approach to the problem
bull Formulate an appropriate research design (for example by identifying the key variables)
bull Answer certain research questions and test some hypotheses
bull Interpret primary data more insightfully
4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Criteria for Evaluating Secondary Data
bull Specifications Methodology Used to Collect the Data
bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data
Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are
the Data
4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Secondary Data
Secondary Data
Ready to Use
Requires Further
Processing
PublishedMaterials
Computerized Databases
Syndicated Services
Fig 41
Internal External
4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internal Secondary Data (Example proactive service)
Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens
wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications
were also examined
4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
I Demographic Data- Identification (name address emailtelephone)- Sex- Marital status- Names of family members- Age (including ages of family members)- Income- Occupation- Number of children present- Home ownership- Length of residence- Number and make of cars owned
4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level Data Available from Syndicated Firms
II Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses
4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
3-9Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Use of Descriptive Research
bull How manipulations are different What kinds of consumers can detect manipulations Experience n knowledge)
bull To describe the characteristics of relevant groups such as consumers salespeople organizations or market areas
bull To estimate the percentage of units in a specified population exhibiting a certain behavior
bull To determine the perceptions of product characteristics
bull To determine the degree to which marketing variables are associated
bull To make specific predictions
3-10Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Methods of Descriptive Research
bull Secondary data analyzed in a quantitative as opposed to a qualitative manner (discussed in Chapter 4)
bull Surveys (Chapter 6)
bull Panels (Chapters 4 and 6)
bull Observational and other data (Chapter 6)
3-11Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Cross-Sectional (slice of time) Designs
bull Involve the collection of information from any given sample of population elements only once
bull In single cross-sectional designs there is only one sample of respondents and information is obtained from this sample only once (one time T1)
bull In multiple cross-sectional designs there are two or more samples of respondents and information from each sample is obtained only once Often information from different samples is obtained at different times (annual surveys)
bull Cohort analysis consists of a series of surveys conducted at appropriate time intervals where the cohort serves as the basic unit of analysis A cohort is a group of respondents who experience the same event within the same time interval (class of students 2015 freshmen sophomores)
3-12Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
8-1920-2930-3940-4950+
Age 1960 1969 19791950
529452339232181
626607466408288C1
732760677586500C2
810758714678519C3
C8C7C6C5C4
C1 cohort born prior to 1900C2 cohort born 1901-10C3 cohort born 1911-20C4 cohort born 1921-30
C5 cohort born 1931-40C6 cohort born 1940-49C7 cohort born 1950-59C8 cohort born 1960-69
Table 33
Percentage consuming on a typical day
3-13Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Longitudinal Designs
bull A fixed sample (or samples) of population elements is measured repeatedly (over time T1 T2 T3) on the same variablesbull Stock prices interest rates CPIs
bull Other time series
bull A longitudinal design differs from a cross-sectional design in that the sample or samples (people or cases) remain the same over time (where multiple cross-sectional designs use different samples every time)
3-14Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Cross-Sectional vs Longitudinal
Sample Surveyed
at T1
Sample Surveyed
at T1
Same Sample
also Surveyed
at T2
T1 T2
Cross-Sectional Design
Longitudinal Design
Time
3-15Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Evaluation Criteria
Cross-Sectional Design
Longitudinal Design
Detecting ChangeLarge amount of data collectionAccuracyRepresentative SamplingResponse bias
---++
+++--
Note A ldquo+rdquo indicates a relative advantage over the other design whereas a ldquo-rdquo indicates a relative disadvantage
Table 34
3-16Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Cross-Sectional Data May Not Show Change
Brand Purchased Time PeriodPeriod 1 Period 2Survey Survey
Brand A 200 200Brand B 300 300Brand C 500 500Total 1000 1000
Table 35
3-17Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Longitudinal Data May Show Substantial Change
Brand Purchased in Period 1
Brand Purchased in Period 2
Brand A Brand B Brand C Total
Brand ABrand BBrand CTotal
1002575
200
50100150300
50175275500
2003005001000
Table 36
3-18Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Causal Research
bull To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon
bull To determine the nature of the relationship between the causal variables and the effect to be predicted
bull METHOD Experiments Advertising -gt Sales If so how much (parameter estimate direction +- effect size)
3-19Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Exploratory ResearchbullSecondary Data Analysis
bullFocus Groups
Conclusive ResearchbullDescriptiveCausal
Conclusive ResearchbullDescriptiveCausal
Exploratory Research
bullSecondary Data Analysis
bullFocus Groups
Conclusive ResearchbullDescriptiveCausal
(a)
(b)
(c)
3-20Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Potential Sources of Error in Research Designs (remember bad research)
Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error
3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project
bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample
bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors
3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)
bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed
3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens
The following seven-step process was taken by marketingresearch to help in the design
Citicorp Banks on Exploratory Descriptive and Causal Research
3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈) was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products
In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse
Citicorp Banks on Exploratory Descriptive and Causal Research
3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target
market will easily understandbull Does the idea fit into the overall strategy of Citicorp
Citicorp Banks on Exploratory Descriptive and Causal Research
3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product
6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors
Citicorp Banks on Exploratory Descriptive and Causal Research
3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally
Citicorp Banks on Exploratory Descriptive and Causal Research
3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Manipulation of Online Product Reviews
Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness
understanding of manipulations
Step 2 Descriptive StudySurvey of consumers to generate their perceptions of
manipulations
Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and
purchase intentionField experiment of secondary data ratings reviews between
two websites to define the intensity of manipulations and their effect on sales
3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research Proposal
bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the
Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices
3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests
Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen
The Greenfield of Online Research
4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Chapter Four
Exploratory Research DesignSecondary Data
4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Primary Vs Secondary Data
bull Primary data are originated by a researcher for the specific purpose of addressing the problem at hand The collection of primary data involves all six steps of the marketing research process (Chapter 1) Collect by yourself
bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)
bull
4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Comparison of Primary amp Secondary Data
Primary Data Secondary Data
Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short
Table 41
4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Secondary Data
bull Identify the problem
bull Better define the problem
bull Develop an approach to the problem
bull Formulate an appropriate research design (for example by identifying the key variables)
bull Answer certain research questions and test some hypotheses
bull Interpret primary data more insightfully
4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Criteria for Evaluating Secondary Data
bull Specifications Methodology Used to Collect the Data
bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data
Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are
the Data
4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Secondary Data
Secondary Data
Ready to Use
Requires Further
Processing
PublishedMaterials
Computerized Databases
Syndicated Services
Fig 41
Internal External
4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internal Secondary Data (Example proactive service)
Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens
wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications
were also examined
4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
I Demographic Data- Identification (name address emailtelephone)- Sex- Marital status- Names of family members- Age (including ages of family members)- Income- Occupation- Number of children present- Home ownership- Length of residence- Number and make of cars owned
4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level Data Available from Syndicated Firms
II Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses
4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
3-10Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Methods of Descriptive Research
bull Secondary data analyzed in a quantitative as opposed to a qualitative manner (discussed in Chapter 4)
bull Surveys (Chapter 6)
bull Panels (Chapters 4 and 6)
bull Observational and other data (Chapter 6)
3-11Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Cross-Sectional (slice of time) Designs
bull Involve the collection of information from any given sample of population elements only once
bull In single cross-sectional designs there is only one sample of respondents and information is obtained from this sample only once (one time T1)
bull In multiple cross-sectional designs there are two or more samples of respondents and information from each sample is obtained only once Often information from different samples is obtained at different times (annual surveys)
bull Cohort analysis consists of a series of surveys conducted at appropriate time intervals where the cohort serves as the basic unit of analysis A cohort is a group of respondents who experience the same event within the same time interval (class of students 2015 freshmen sophomores)
3-12Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
8-1920-2930-3940-4950+
Age 1960 1969 19791950
529452339232181
626607466408288C1
732760677586500C2
810758714678519C3
C8C7C6C5C4
C1 cohort born prior to 1900C2 cohort born 1901-10C3 cohort born 1911-20C4 cohort born 1921-30
C5 cohort born 1931-40C6 cohort born 1940-49C7 cohort born 1950-59C8 cohort born 1960-69
Table 33
Percentage consuming on a typical day
3-13Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Longitudinal Designs
bull A fixed sample (or samples) of population elements is measured repeatedly (over time T1 T2 T3) on the same variablesbull Stock prices interest rates CPIs
bull Other time series
bull A longitudinal design differs from a cross-sectional design in that the sample or samples (people or cases) remain the same over time (where multiple cross-sectional designs use different samples every time)
3-14Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Cross-Sectional vs Longitudinal
Sample Surveyed
at T1
Sample Surveyed
at T1
Same Sample
also Surveyed
at T2
T1 T2
Cross-Sectional Design
Longitudinal Design
Time
3-15Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Evaluation Criteria
Cross-Sectional Design
Longitudinal Design
Detecting ChangeLarge amount of data collectionAccuracyRepresentative SamplingResponse bias
---++
+++--
Note A ldquo+rdquo indicates a relative advantage over the other design whereas a ldquo-rdquo indicates a relative disadvantage
Table 34
3-16Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Cross-Sectional Data May Not Show Change
Brand Purchased Time PeriodPeriod 1 Period 2Survey Survey
Brand A 200 200Brand B 300 300Brand C 500 500Total 1000 1000
Table 35
3-17Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Longitudinal Data May Show Substantial Change
Brand Purchased in Period 1
Brand Purchased in Period 2
Brand A Brand B Brand C Total
Brand ABrand BBrand CTotal
1002575
200
50100150300
50175275500
2003005001000
Table 36
3-18Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Causal Research
bull To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon
bull To determine the nature of the relationship between the causal variables and the effect to be predicted
bull METHOD Experiments Advertising -gt Sales If so how much (parameter estimate direction +- effect size)
3-19Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Exploratory ResearchbullSecondary Data Analysis
bullFocus Groups
Conclusive ResearchbullDescriptiveCausal
Conclusive ResearchbullDescriptiveCausal
Exploratory Research
bullSecondary Data Analysis
bullFocus Groups
Conclusive ResearchbullDescriptiveCausal
(a)
(b)
(c)
3-20Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Potential Sources of Error in Research Designs (remember bad research)
Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error
3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project
bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample
bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors
3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)
bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed
3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens
The following seven-step process was taken by marketingresearch to help in the design
Citicorp Banks on Exploratory Descriptive and Causal Research
3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈) was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products
In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse
Citicorp Banks on Exploratory Descriptive and Causal Research
3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target
market will easily understandbull Does the idea fit into the overall strategy of Citicorp
Citicorp Banks on Exploratory Descriptive and Causal Research
3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product
6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors
Citicorp Banks on Exploratory Descriptive and Causal Research
3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally
Citicorp Banks on Exploratory Descriptive and Causal Research
3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Manipulation of Online Product Reviews
Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness
understanding of manipulations
Step 2 Descriptive StudySurvey of consumers to generate their perceptions of
manipulations
Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and
purchase intentionField experiment of secondary data ratings reviews between
two websites to define the intensity of manipulations and their effect on sales
3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research Proposal
bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the
Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices
3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests
Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen
The Greenfield of Online Research
4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Chapter Four
Exploratory Research DesignSecondary Data
4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Primary Vs Secondary Data
bull Primary data are originated by a researcher for the specific purpose of addressing the problem at hand The collection of primary data involves all six steps of the marketing research process (Chapter 1) Collect by yourself
bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)
bull
4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Comparison of Primary amp Secondary Data
Primary Data Secondary Data
Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short
Table 41
4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Secondary Data
bull Identify the problem
bull Better define the problem
bull Develop an approach to the problem
bull Formulate an appropriate research design (for example by identifying the key variables)
bull Answer certain research questions and test some hypotheses
bull Interpret primary data more insightfully
4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Criteria for Evaluating Secondary Data
bull Specifications Methodology Used to Collect the Data
bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data
Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are
the Data
4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Secondary Data
Secondary Data
Ready to Use
Requires Further
Processing
PublishedMaterials
Computerized Databases
Syndicated Services
Fig 41
Internal External
4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internal Secondary Data (Example proactive service)
Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens
wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications
were also examined
4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
I Demographic Data- Identification (name address emailtelephone)- Sex- Marital status- Names of family members- Age (including ages of family members)- Income- Occupation- Number of children present- Home ownership- Length of residence- Number and make of cars owned
4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level Data Available from Syndicated Firms
II Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses
4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
3-11Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Cross-Sectional (slice of time) Designs
bull Involve the collection of information from any given sample of population elements only once
bull In single cross-sectional designs there is only one sample of respondents and information is obtained from this sample only once (one time T1)
bull In multiple cross-sectional designs there are two or more samples of respondents and information from each sample is obtained only once Often information from different samples is obtained at different times (annual surveys)
bull Cohort analysis consists of a series of surveys conducted at appropriate time intervals where the cohort serves as the basic unit of analysis A cohort is a group of respondents who experience the same event within the same time interval (class of students 2015 freshmen sophomores)
3-12Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
8-1920-2930-3940-4950+
Age 1960 1969 19791950
529452339232181
626607466408288C1
732760677586500C2
810758714678519C3
C8C7C6C5C4
C1 cohort born prior to 1900C2 cohort born 1901-10C3 cohort born 1911-20C4 cohort born 1921-30
C5 cohort born 1931-40C6 cohort born 1940-49C7 cohort born 1950-59C8 cohort born 1960-69
Table 33
Percentage consuming on a typical day
3-13Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Longitudinal Designs
bull A fixed sample (or samples) of population elements is measured repeatedly (over time T1 T2 T3) on the same variablesbull Stock prices interest rates CPIs
bull Other time series
bull A longitudinal design differs from a cross-sectional design in that the sample or samples (people or cases) remain the same over time (where multiple cross-sectional designs use different samples every time)
3-14Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Cross-Sectional vs Longitudinal
Sample Surveyed
at T1
Sample Surveyed
at T1
Same Sample
also Surveyed
at T2
T1 T2
Cross-Sectional Design
Longitudinal Design
Time
3-15Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Evaluation Criteria
Cross-Sectional Design
Longitudinal Design
Detecting ChangeLarge amount of data collectionAccuracyRepresentative SamplingResponse bias
---++
+++--
Note A ldquo+rdquo indicates a relative advantage over the other design whereas a ldquo-rdquo indicates a relative disadvantage
Table 34
3-16Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Cross-Sectional Data May Not Show Change
Brand Purchased Time PeriodPeriod 1 Period 2Survey Survey
Brand A 200 200Brand B 300 300Brand C 500 500Total 1000 1000
Table 35
3-17Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Longitudinal Data May Show Substantial Change
Brand Purchased in Period 1
Brand Purchased in Period 2
Brand A Brand B Brand C Total
Brand ABrand BBrand CTotal
1002575
200
50100150300
50175275500
2003005001000
Table 36
3-18Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Causal Research
bull To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon
bull To determine the nature of the relationship between the causal variables and the effect to be predicted
bull METHOD Experiments Advertising -gt Sales If so how much (parameter estimate direction +- effect size)
3-19Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Exploratory ResearchbullSecondary Data Analysis
bullFocus Groups
Conclusive ResearchbullDescriptiveCausal
Conclusive ResearchbullDescriptiveCausal
Exploratory Research
bullSecondary Data Analysis
bullFocus Groups
Conclusive ResearchbullDescriptiveCausal
(a)
(b)
(c)
3-20Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Potential Sources of Error in Research Designs (remember bad research)
Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error
3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project
bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample
bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors
3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)
bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed
3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens
The following seven-step process was taken by marketingresearch to help in the design
Citicorp Banks on Exploratory Descriptive and Causal Research
3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈) was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products
In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse
Citicorp Banks on Exploratory Descriptive and Causal Research
3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target
market will easily understandbull Does the idea fit into the overall strategy of Citicorp
Citicorp Banks on Exploratory Descriptive and Causal Research
3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product
6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors
Citicorp Banks on Exploratory Descriptive and Causal Research
3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally
Citicorp Banks on Exploratory Descriptive and Causal Research
3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Manipulation of Online Product Reviews
Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness
understanding of manipulations
Step 2 Descriptive StudySurvey of consumers to generate their perceptions of
manipulations
Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and
purchase intentionField experiment of secondary data ratings reviews between
two websites to define the intensity of manipulations and their effect on sales
3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research Proposal
bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the
Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices
3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests
Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen
The Greenfield of Online Research
4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Chapter Four
Exploratory Research DesignSecondary Data
4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Primary Vs Secondary Data
bull Primary data are originated by a researcher for the specific purpose of addressing the problem at hand The collection of primary data involves all six steps of the marketing research process (Chapter 1) Collect by yourself
bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)
bull
4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Comparison of Primary amp Secondary Data
Primary Data Secondary Data
Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short
Table 41
4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Secondary Data
bull Identify the problem
bull Better define the problem
bull Develop an approach to the problem
bull Formulate an appropriate research design (for example by identifying the key variables)
bull Answer certain research questions and test some hypotheses
bull Interpret primary data more insightfully
4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Criteria for Evaluating Secondary Data
bull Specifications Methodology Used to Collect the Data
bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data
Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are
the Data
4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Secondary Data
Secondary Data
Ready to Use
Requires Further
Processing
PublishedMaterials
Computerized Databases
Syndicated Services
Fig 41
Internal External
4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internal Secondary Data (Example proactive service)
Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens
wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications
were also examined
4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
I Demographic Data- Identification (name address emailtelephone)- Sex- Marital status- Names of family members- Age (including ages of family members)- Income- Occupation- Number of children present- Home ownership- Length of residence- Number and make of cars owned
4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level Data Available from Syndicated Firms
II Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses
4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
3-12Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
8-1920-2930-3940-4950+
Age 1960 1969 19791950
529452339232181
626607466408288C1
732760677586500C2
810758714678519C3
C8C7C6C5C4
C1 cohort born prior to 1900C2 cohort born 1901-10C3 cohort born 1911-20C4 cohort born 1921-30
C5 cohort born 1931-40C6 cohort born 1940-49C7 cohort born 1950-59C8 cohort born 1960-69
Table 33
Percentage consuming on a typical day
3-13Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Longitudinal Designs
bull A fixed sample (or samples) of population elements is measured repeatedly (over time T1 T2 T3) on the same variablesbull Stock prices interest rates CPIs
bull Other time series
bull A longitudinal design differs from a cross-sectional design in that the sample or samples (people or cases) remain the same over time (where multiple cross-sectional designs use different samples every time)
3-14Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Cross-Sectional vs Longitudinal
Sample Surveyed
at T1
Sample Surveyed
at T1
Same Sample
also Surveyed
at T2
T1 T2
Cross-Sectional Design
Longitudinal Design
Time
3-15Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Evaluation Criteria
Cross-Sectional Design
Longitudinal Design
Detecting ChangeLarge amount of data collectionAccuracyRepresentative SamplingResponse bias
---++
+++--
Note A ldquo+rdquo indicates a relative advantage over the other design whereas a ldquo-rdquo indicates a relative disadvantage
Table 34
3-16Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Cross-Sectional Data May Not Show Change
Brand Purchased Time PeriodPeriod 1 Period 2Survey Survey
Brand A 200 200Brand B 300 300Brand C 500 500Total 1000 1000
Table 35
3-17Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Longitudinal Data May Show Substantial Change
Brand Purchased in Period 1
Brand Purchased in Period 2
Brand A Brand B Brand C Total
Brand ABrand BBrand CTotal
1002575
200
50100150300
50175275500
2003005001000
Table 36
3-18Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Causal Research
bull To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon
bull To determine the nature of the relationship between the causal variables and the effect to be predicted
bull METHOD Experiments Advertising -gt Sales If so how much (parameter estimate direction +- effect size)
3-19Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Exploratory ResearchbullSecondary Data Analysis
bullFocus Groups
Conclusive ResearchbullDescriptiveCausal
Conclusive ResearchbullDescriptiveCausal
Exploratory Research
bullSecondary Data Analysis
bullFocus Groups
Conclusive ResearchbullDescriptiveCausal
(a)
(b)
(c)
3-20Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Potential Sources of Error in Research Designs (remember bad research)
Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error
3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project
bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample
bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors
3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)
bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed
3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens
The following seven-step process was taken by marketingresearch to help in the design
Citicorp Banks on Exploratory Descriptive and Causal Research
3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈) was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products
In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse
Citicorp Banks on Exploratory Descriptive and Causal Research
3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target
market will easily understandbull Does the idea fit into the overall strategy of Citicorp
Citicorp Banks on Exploratory Descriptive and Causal Research
3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product
6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors
Citicorp Banks on Exploratory Descriptive and Causal Research
3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally
Citicorp Banks on Exploratory Descriptive and Causal Research
3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Manipulation of Online Product Reviews
Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness
understanding of manipulations
Step 2 Descriptive StudySurvey of consumers to generate their perceptions of
manipulations
Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and
purchase intentionField experiment of secondary data ratings reviews between
two websites to define the intensity of manipulations and their effect on sales
3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research Proposal
bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the
Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices
3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests
Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen
The Greenfield of Online Research
4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Chapter Four
Exploratory Research DesignSecondary Data
4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Primary Vs Secondary Data
bull Primary data are originated by a researcher for the specific purpose of addressing the problem at hand The collection of primary data involves all six steps of the marketing research process (Chapter 1) Collect by yourself
bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)
bull
4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Comparison of Primary amp Secondary Data
Primary Data Secondary Data
Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short
Table 41
4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Secondary Data
bull Identify the problem
bull Better define the problem
bull Develop an approach to the problem
bull Formulate an appropriate research design (for example by identifying the key variables)
bull Answer certain research questions and test some hypotheses
bull Interpret primary data more insightfully
4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Criteria for Evaluating Secondary Data
bull Specifications Methodology Used to Collect the Data
bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data
Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are
the Data
4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Secondary Data
Secondary Data
Ready to Use
Requires Further
Processing
PublishedMaterials
Computerized Databases
Syndicated Services
Fig 41
Internal External
4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internal Secondary Data (Example proactive service)
Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens
wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications
were also examined
4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
I Demographic Data- Identification (name address emailtelephone)- Sex- Marital status- Names of family members- Age (including ages of family members)- Income- Occupation- Number of children present- Home ownership- Length of residence- Number and make of cars owned
4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level Data Available from Syndicated Firms
II Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses
4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
3-13Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Longitudinal Designs
bull A fixed sample (or samples) of population elements is measured repeatedly (over time T1 T2 T3) on the same variablesbull Stock prices interest rates CPIs
bull Other time series
bull A longitudinal design differs from a cross-sectional design in that the sample or samples (people or cases) remain the same over time (where multiple cross-sectional designs use different samples every time)
3-14Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Cross-Sectional vs Longitudinal
Sample Surveyed
at T1
Sample Surveyed
at T1
Same Sample
also Surveyed
at T2
T1 T2
Cross-Sectional Design
Longitudinal Design
Time
3-15Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Evaluation Criteria
Cross-Sectional Design
Longitudinal Design
Detecting ChangeLarge amount of data collectionAccuracyRepresentative SamplingResponse bias
---++
+++--
Note A ldquo+rdquo indicates a relative advantage over the other design whereas a ldquo-rdquo indicates a relative disadvantage
Table 34
3-16Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Cross-Sectional Data May Not Show Change
Brand Purchased Time PeriodPeriod 1 Period 2Survey Survey
Brand A 200 200Brand B 300 300Brand C 500 500Total 1000 1000
Table 35
3-17Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Longitudinal Data May Show Substantial Change
Brand Purchased in Period 1
Brand Purchased in Period 2
Brand A Brand B Brand C Total
Brand ABrand BBrand CTotal
1002575
200
50100150300
50175275500
2003005001000
Table 36
3-18Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Causal Research
bull To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon
bull To determine the nature of the relationship between the causal variables and the effect to be predicted
bull METHOD Experiments Advertising -gt Sales If so how much (parameter estimate direction +- effect size)
3-19Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Exploratory ResearchbullSecondary Data Analysis
bullFocus Groups
Conclusive ResearchbullDescriptiveCausal
Conclusive ResearchbullDescriptiveCausal
Exploratory Research
bullSecondary Data Analysis
bullFocus Groups
Conclusive ResearchbullDescriptiveCausal
(a)
(b)
(c)
3-20Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Potential Sources of Error in Research Designs (remember bad research)
Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error
3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project
bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample
bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors
3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)
bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed
3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens
The following seven-step process was taken by marketingresearch to help in the design
Citicorp Banks on Exploratory Descriptive and Causal Research
3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈) was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products
In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse
Citicorp Banks on Exploratory Descriptive and Causal Research
3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target
market will easily understandbull Does the idea fit into the overall strategy of Citicorp
Citicorp Banks on Exploratory Descriptive and Causal Research
3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product
6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors
Citicorp Banks on Exploratory Descriptive and Causal Research
3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally
Citicorp Banks on Exploratory Descriptive and Causal Research
3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Manipulation of Online Product Reviews
Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness
understanding of manipulations
Step 2 Descriptive StudySurvey of consumers to generate their perceptions of
manipulations
Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and
purchase intentionField experiment of secondary data ratings reviews between
two websites to define the intensity of manipulations and their effect on sales
3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research Proposal
bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the
Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices
3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests
Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen
The Greenfield of Online Research
4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Chapter Four
Exploratory Research DesignSecondary Data
4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Primary Vs Secondary Data
bull Primary data are originated by a researcher for the specific purpose of addressing the problem at hand The collection of primary data involves all six steps of the marketing research process (Chapter 1) Collect by yourself
bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)
bull
4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Comparison of Primary amp Secondary Data
Primary Data Secondary Data
Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short
Table 41
4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Secondary Data
bull Identify the problem
bull Better define the problem
bull Develop an approach to the problem
bull Formulate an appropriate research design (for example by identifying the key variables)
bull Answer certain research questions and test some hypotheses
bull Interpret primary data more insightfully
4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Criteria for Evaluating Secondary Data
bull Specifications Methodology Used to Collect the Data
bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data
Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are
the Data
4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Secondary Data
Secondary Data
Ready to Use
Requires Further
Processing
PublishedMaterials
Computerized Databases
Syndicated Services
Fig 41
Internal External
4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internal Secondary Data (Example proactive service)
Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens
wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications
were also examined
4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
I Demographic Data- Identification (name address emailtelephone)- Sex- Marital status- Names of family members- Age (including ages of family members)- Income- Occupation- Number of children present- Home ownership- Length of residence- Number and make of cars owned
4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level Data Available from Syndicated Firms
II Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses
4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
3-14Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Cross-Sectional vs Longitudinal
Sample Surveyed
at T1
Sample Surveyed
at T1
Same Sample
also Surveyed
at T2
T1 T2
Cross-Sectional Design
Longitudinal Design
Time
3-15Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Evaluation Criteria
Cross-Sectional Design
Longitudinal Design
Detecting ChangeLarge amount of data collectionAccuracyRepresentative SamplingResponse bias
---++
+++--
Note A ldquo+rdquo indicates a relative advantage over the other design whereas a ldquo-rdquo indicates a relative disadvantage
Table 34
3-16Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Cross-Sectional Data May Not Show Change
Brand Purchased Time PeriodPeriod 1 Period 2Survey Survey
Brand A 200 200Brand B 300 300Brand C 500 500Total 1000 1000
Table 35
3-17Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Longitudinal Data May Show Substantial Change
Brand Purchased in Period 1
Brand Purchased in Period 2
Brand A Brand B Brand C Total
Brand ABrand BBrand CTotal
1002575
200
50100150300
50175275500
2003005001000
Table 36
3-18Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Causal Research
bull To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon
bull To determine the nature of the relationship between the causal variables and the effect to be predicted
bull METHOD Experiments Advertising -gt Sales If so how much (parameter estimate direction +- effect size)
3-19Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Exploratory ResearchbullSecondary Data Analysis
bullFocus Groups
Conclusive ResearchbullDescriptiveCausal
Conclusive ResearchbullDescriptiveCausal
Exploratory Research
bullSecondary Data Analysis
bullFocus Groups
Conclusive ResearchbullDescriptiveCausal
(a)
(b)
(c)
3-20Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Potential Sources of Error in Research Designs (remember bad research)
Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error
3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project
bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample
bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors
3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)
bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed
3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens
The following seven-step process was taken by marketingresearch to help in the design
Citicorp Banks on Exploratory Descriptive and Causal Research
3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈) was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products
In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse
Citicorp Banks on Exploratory Descriptive and Causal Research
3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target
market will easily understandbull Does the idea fit into the overall strategy of Citicorp
Citicorp Banks on Exploratory Descriptive and Causal Research
3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product
6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors
Citicorp Banks on Exploratory Descriptive and Causal Research
3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally
Citicorp Banks on Exploratory Descriptive and Causal Research
3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Manipulation of Online Product Reviews
Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness
understanding of manipulations
Step 2 Descriptive StudySurvey of consumers to generate their perceptions of
manipulations
Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and
purchase intentionField experiment of secondary data ratings reviews between
two websites to define the intensity of manipulations and their effect on sales
3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research Proposal
bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the
Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices
3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests
Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen
The Greenfield of Online Research
4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Chapter Four
Exploratory Research DesignSecondary Data
4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Primary Vs Secondary Data
bull Primary data are originated by a researcher for the specific purpose of addressing the problem at hand The collection of primary data involves all six steps of the marketing research process (Chapter 1) Collect by yourself
bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)
bull
4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Comparison of Primary amp Secondary Data
Primary Data Secondary Data
Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short
Table 41
4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Secondary Data
bull Identify the problem
bull Better define the problem
bull Develop an approach to the problem
bull Formulate an appropriate research design (for example by identifying the key variables)
bull Answer certain research questions and test some hypotheses
bull Interpret primary data more insightfully
4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Criteria for Evaluating Secondary Data
bull Specifications Methodology Used to Collect the Data
bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data
Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are
the Data
4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Secondary Data
Secondary Data
Ready to Use
Requires Further
Processing
PublishedMaterials
Computerized Databases
Syndicated Services
Fig 41
Internal External
4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internal Secondary Data (Example proactive service)
Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens
wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications
were also examined
4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
I Demographic Data- Identification (name address emailtelephone)- Sex- Marital status- Names of family members- Age (including ages of family members)- Income- Occupation- Number of children present- Home ownership- Length of residence- Number and make of cars owned
4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level Data Available from Syndicated Firms
II Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses
4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
3-15Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Evaluation Criteria
Cross-Sectional Design
Longitudinal Design
Detecting ChangeLarge amount of data collectionAccuracyRepresentative SamplingResponse bias
---++
+++--
Note A ldquo+rdquo indicates a relative advantage over the other design whereas a ldquo-rdquo indicates a relative disadvantage
Table 34
3-16Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Cross-Sectional Data May Not Show Change
Brand Purchased Time PeriodPeriod 1 Period 2Survey Survey
Brand A 200 200Brand B 300 300Brand C 500 500Total 1000 1000
Table 35
3-17Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Longitudinal Data May Show Substantial Change
Brand Purchased in Period 1
Brand Purchased in Period 2
Brand A Brand B Brand C Total
Brand ABrand BBrand CTotal
1002575
200
50100150300
50175275500
2003005001000
Table 36
3-18Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Causal Research
bull To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon
bull To determine the nature of the relationship between the causal variables and the effect to be predicted
bull METHOD Experiments Advertising -gt Sales If so how much (parameter estimate direction +- effect size)
3-19Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Exploratory ResearchbullSecondary Data Analysis
bullFocus Groups
Conclusive ResearchbullDescriptiveCausal
Conclusive ResearchbullDescriptiveCausal
Exploratory Research
bullSecondary Data Analysis
bullFocus Groups
Conclusive ResearchbullDescriptiveCausal
(a)
(b)
(c)
3-20Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Potential Sources of Error in Research Designs (remember bad research)
Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error
3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project
bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample
bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors
3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)
bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed
3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens
The following seven-step process was taken by marketingresearch to help in the design
Citicorp Banks on Exploratory Descriptive and Causal Research
3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈) was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products
In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse
Citicorp Banks on Exploratory Descriptive and Causal Research
3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target
market will easily understandbull Does the idea fit into the overall strategy of Citicorp
Citicorp Banks on Exploratory Descriptive and Causal Research
3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product
6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors
Citicorp Banks on Exploratory Descriptive and Causal Research
3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally
Citicorp Banks on Exploratory Descriptive and Causal Research
3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Manipulation of Online Product Reviews
Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness
understanding of manipulations
Step 2 Descriptive StudySurvey of consumers to generate their perceptions of
manipulations
Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and
purchase intentionField experiment of secondary data ratings reviews between
two websites to define the intensity of manipulations and their effect on sales
3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research Proposal
bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the
Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices
3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests
Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen
The Greenfield of Online Research
4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Chapter Four
Exploratory Research DesignSecondary Data
4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Primary Vs Secondary Data
bull Primary data are originated by a researcher for the specific purpose of addressing the problem at hand The collection of primary data involves all six steps of the marketing research process (Chapter 1) Collect by yourself
bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)
bull
4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Comparison of Primary amp Secondary Data
Primary Data Secondary Data
Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short
Table 41
4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Secondary Data
bull Identify the problem
bull Better define the problem
bull Develop an approach to the problem
bull Formulate an appropriate research design (for example by identifying the key variables)
bull Answer certain research questions and test some hypotheses
bull Interpret primary data more insightfully
4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Criteria for Evaluating Secondary Data
bull Specifications Methodology Used to Collect the Data
bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data
Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are
the Data
4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Secondary Data
Secondary Data
Ready to Use
Requires Further
Processing
PublishedMaterials
Computerized Databases
Syndicated Services
Fig 41
Internal External
4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internal Secondary Data (Example proactive service)
Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens
wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications
were also examined
4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
I Demographic Data- Identification (name address emailtelephone)- Sex- Marital status- Names of family members- Age (including ages of family members)- Income- Occupation- Number of children present- Home ownership- Length of residence- Number and make of cars owned
4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level Data Available from Syndicated Firms
II Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses
4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
3-16Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Cross-Sectional Data May Not Show Change
Brand Purchased Time PeriodPeriod 1 Period 2Survey Survey
Brand A 200 200Brand B 300 300Brand C 500 500Total 1000 1000
Table 35
3-17Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Longitudinal Data May Show Substantial Change
Brand Purchased in Period 1
Brand Purchased in Period 2
Brand A Brand B Brand C Total
Brand ABrand BBrand CTotal
1002575
200
50100150300
50175275500
2003005001000
Table 36
3-18Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Causal Research
bull To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon
bull To determine the nature of the relationship between the causal variables and the effect to be predicted
bull METHOD Experiments Advertising -gt Sales If so how much (parameter estimate direction +- effect size)
3-19Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Exploratory ResearchbullSecondary Data Analysis
bullFocus Groups
Conclusive ResearchbullDescriptiveCausal
Conclusive ResearchbullDescriptiveCausal
Exploratory Research
bullSecondary Data Analysis
bullFocus Groups
Conclusive ResearchbullDescriptiveCausal
(a)
(b)
(c)
3-20Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Potential Sources of Error in Research Designs (remember bad research)
Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error
3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project
bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample
bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors
3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)
bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed
3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens
The following seven-step process was taken by marketingresearch to help in the design
Citicorp Banks on Exploratory Descriptive and Causal Research
3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈) was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products
In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse
Citicorp Banks on Exploratory Descriptive and Causal Research
3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target
market will easily understandbull Does the idea fit into the overall strategy of Citicorp
Citicorp Banks on Exploratory Descriptive and Causal Research
3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product
6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors
Citicorp Banks on Exploratory Descriptive and Causal Research
3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally
Citicorp Banks on Exploratory Descriptive and Causal Research
3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Manipulation of Online Product Reviews
Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness
understanding of manipulations
Step 2 Descriptive StudySurvey of consumers to generate their perceptions of
manipulations
Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and
purchase intentionField experiment of secondary data ratings reviews between
two websites to define the intensity of manipulations and their effect on sales
3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research Proposal
bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the
Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices
3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests
Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen
The Greenfield of Online Research
4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Chapter Four
Exploratory Research DesignSecondary Data
4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Primary Vs Secondary Data
bull Primary data are originated by a researcher for the specific purpose of addressing the problem at hand The collection of primary data involves all six steps of the marketing research process (Chapter 1) Collect by yourself
bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)
bull
4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Comparison of Primary amp Secondary Data
Primary Data Secondary Data
Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short
Table 41
4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Secondary Data
bull Identify the problem
bull Better define the problem
bull Develop an approach to the problem
bull Formulate an appropriate research design (for example by identifying the key variables)
bull Answer certain research questions and test some hypotheses
bull Interpret primary data more insightfully
4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Criteria for Evaluating Secondary Data
bull Specifications Methodology Used to Collect the Data
bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data
Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are
the Data
4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Secondary Data
Secondary Data
Ready to Use
Requires Further
Processing
PublishedMaterials
Computerized Databases
Syndicated Services
Fig 41
Internal External
4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internal Secondary Data (Example proactive service)
Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens
wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications
were also examined
4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
I Demographic Data- Identification (name address emailtelephone)- Sex- Marital status- Names of family members- Age (including ages of family members)- Income- Occupation- Number of children present- Home ownership- Length of residence- Number and make of cars owned
4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level Data Available from Syndicated Firms
II Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses
4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
3-17Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Longitudinal Data May Show Substantial Change
Brand Purchased in Period 1
Brand Purchased in Period 2
Brand A Brand B Brand C Total
Brand ABrand BBrand CTotal
1002575
200
50100150300
50175275500
2003005001000
Table 36
3-18Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Causal Research
bull To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon
bull To determine the nature of the relationship between the causal variables and the effect to be predicted
bull METHOD Experiments Advertising -gt Sales If so how much (parameter estimate direction +- effect size)
3-19Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Exploratory ResearchbullSecondary Data Analysis
bullFocus Groups
Conclusive ResearchbullDescriptiveCausal
Conclusive ResearchbullDescriptiveCausal
Exploratory Research
bullSecondary Data Analysis
bullFocus Groups
Conclusive ResearchbullDescriptiveCausal
(a)
(b)
(c)
3-20Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Potential Sources of Error in Research Designs (remember bad research)
Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error
3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project
bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample
bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors
3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)
bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed
3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens
The following seven-step process was taken by marketingresearch to help in the design
Citicorp Banks on Exploratory Descriptive and Causal Research
3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈) was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products
In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse
Citicorp Banks on Exploratory Descriptive and Causal Research
3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target
market will easily understandbull Does the idea fit into the overall strategy of Citicorp
Citicorp Banks on Exploratory Descriptive and Causal Research
3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product
6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors
Citicorp Banks on Exploratory Descriptive and Causal Research
3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally
Citicorp Banks on Exploratory Descriptive and Causal Research
3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Manipulation of Online Product Reviews
Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness
understanding of manipulations
Step 2 Descriptive StudySurvey of consumers to generate their perceptions of
manipulations
Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and
purchase intentionField experiment of secondary data ratings reviews between
two websites to define the intensity of manipulations and their effect on sales
3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research Proposal
bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the
Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices
3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests
Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen
The Greenfield of Online Research
4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Chapter Four
Exploratory Research DesignSecondary Data
4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Primary Vs Secondary Data
bull Primary data are originated by a researcher for the specific purpose of addressing the problem at hand The collection of primary data involves all six steps of the marketing research process (Chapter 1) Collect by yourself
bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)
bull
4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Comparison of Primary amp Secondary Data
Primary Data Secondary Data
Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short
Table 41
4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Secondary Data
bull Identify the problem
bull Better define the problem
bull Develop an approach to the problem
bull Formulate an appropriate research design (for example by identifying the key variables)
bull Answer certain research questions and test some hypotheses
bull Interpret primary data more insightfully
4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Criteria for Evaluating Secondary Data
bull Specifications Methodology Used to Collect the Data
bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data
Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are
the Data
4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Secondary Data
Secondary Data
Ready to Use
Requires Further
Processing
PublishedMaterials
Computerized Databases
Syndicated Services
Fig 41
Internal External
4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internal Secondary Data (Example proactive service)
Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens
wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications
were also examined
4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
I Demographic Data- Identification (name address emailtelephone)- Sex- Marital status- Names of family members- Age (including ages of family members)- Income- Occupation- Number of children present- Home ownership- Length of residence- Number and make of cars owned
4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level Data Available from Syndicated Firms
II Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses
4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
3-18Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Causal Research
bull To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon
bull To determine the nature of the relationship between the causal variables and the effect to be predicted
bull METHOD Experiments Advertising -gt Sales If so how much (parameter estimate direction +- effect size)
3-19Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Exploratory ResearchbullSecondary Data Analysis
bullFocus Groups
Conclusive ResearchbullDescriptiveCausal
Conclusive ResearchbullDescriptiveCausal
Exploratory Research
bullSecondary Data Analysis
bullFocus Groups
Conclusive ResearchbullDescriptiveCausal
(a)
(b)
(c)
3-20Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Potential Sources of Error in Research Designs (remember bad research)
Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error
3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project
bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample
bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors
3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)
bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed
3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens
The following seven-step process was taken by marketingresearch to help in the design
Citicorp Banks on Exploratory Descriptive and Causal Research
3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈) was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products
In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse
Citicorp Banks on Exploratory Descriptive and Causal Research
3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target
market will easily understandbull Does the idea fit into the overall strategy of Citicorp
Citicorp Banks on Exploratory Descriptive and Causal Research
3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product
6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors
Citicorp Banks on Exploratory Descriptive and Causal Research
3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally
Citicorp Banks on Exploratory Descriptive and Causal Research
3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Manipulation of Online Product Reviews
Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness
understanding of manipulations
Step 2 Descriptive StudySurvey of consumers to generate their perceptions of
manipulations
Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and
purchase intentionField experiment of secondary data ratings reviews between
two websites to define the intensity of manipulations and their effect on sales
3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research Proposal
bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the
Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices
3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests
Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen
The Greenfield of Online Research
4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Chapter Four
Exploratory Research DesignSecondary Data
4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Primary Vs Secondary Data
bull Primary data are originated by a researcher for the specific purpose of addressing the problem at hand The collection of primary data involves all six steps of the marketing research process (Chapter 1) Collect by yourself
bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)
bull
4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Comparison of Primary amp Secondary Data
Primary Data Secondary Data
Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short
Table 41
4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Secondary Data
bull Identify the problem
bull Better define the problem
bull Develop an approach to the problem
bull Formulate an appropriate research design (for example by identifying the key variables)
bull Answer certain research questions and test some hypotheses
bull Interpret primary data more insightfully
4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Criteria for Evaluating Secondary Data
bull Specifications Methodology Used to Collect the Data
bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data
Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are
the Data
4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Secondary Data
Secondary Data
Ready to Use
Requires Further
Processing
PublishedMaterials
Computerized Databases
Syndicated Services
Fig 41
Internal External
4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internal Secondary Data (Example proactive service)
Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens
wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications
were also examined
4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
I Demographic Data- Identification (name address emailtelephone)- Sex- Marital status- Names of family members- Age (including ages of family members)- Income- Occupation- Number of children present- Home ownership- Length of residence- Number and make of cars owned
4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level Data Available from Syndicated Firms
II Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses
4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
3-19Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Exploratory ResearchbullSecondary Data Analysis
bullFocus Groups
Conclusive ResearchbullDescriptiveCausal
Conclusive ResearchbullDescriptiveCausal
Exploratory Research
bullSecondary Data Analysis
bullFocus Groups
Conclusive ResearchbullDescriptiveCausal
(a)
(b)
(c)
3-20Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Potential Sources of Error in Research Designs (remember bad research)
Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error
3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project
bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample
bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors
3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)
bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed
3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens
The following seven-step process was taken by marketingresearch to help in the design
Citicorp Banks on Exploratory Descriptive and Causal Research
3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈) was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products
In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse
Citicorp Banks on Exploratory Descriptive and Causal Research
3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target
market will easily understandbull Does the idea fit into the overall strategy of Citicorp
Citicorp Banks on Exploratory Descriptive and Causal Research
3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product
6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors
Citicorp Banks on Exploratory Descriptive and Causal Research
3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally
Citicorp Banks on Exploratory Descriptive and Causal Research
3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Manipulation of Online Product Reviews
Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness
understanding of manipulations
Step 2 Descriptive StudySurvey of consumers to generate their perceptions of
manipulations
Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and
purchase intentionField experiment of secondary data ratings reviews between
two websites to define the intensity of manipulations and their effect on sales
3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research Proposal
bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the
Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices
3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests
Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen
The Greenfield of Online Research
4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Chapter Four
Exploratory Research DesignSecondary Data
4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Primary Vs Secondary Data
bull Primary data are originated by a researcher for the specific purpose of addressing the problem at hand The collection of primary data involves all six steps of the marketing research process (Chapter 1) Collect by yourself
bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)
bull
4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Comparison of Primary amp Secondary Data
Primary Data Secondary Data
Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short
Table 41
4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Secondary Data
bull Identify the problem
bull Better define the problem
bull Develop an approach to the problem
bull Formulate an appropriate research design (for example by identifying the key variables)
bull Answer certain research questions and test some hypotheses
bull Interpret primary data more insightfully
4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Criteria for Evaluating Secondary Data
bull Specifications Methodology Used to Collect the Data
bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data
Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are
the Data
4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Secondary Data
Secondary Data
Ready to Use
Requires Further
Processing
PublishedMaterials
Computerized Databases
Syndicated Services
Fig 41
Internal External
4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internal Secondary Data (Example proactive service)
Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens
wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications
were also examined
4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
I Demographic Data- Identification (name address emailtelephone)- Sex- Marital status- Names of family members- Age (including ages of family members)- Income- Occupation- Number of children present- Home ownership- Length of residence- Number and make of cars owned
4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level Data Available from Syndicated Firms
II Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses
4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
3-20Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Potential Sources of Error in Research Designs (remember bad research)
Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error
3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project
bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample
bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors
3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)
bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed
3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens
The following seven-step process was taken by marketingresearch to help in the design
Citicorp Banks on Exploratory Descriptive and Causal Research
3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈) was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products
In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse
Citicorp Banks on Exploratory Descriptive and Causal Research
3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target
market will easily understandbull Does the idea fit into the overall strategy of Citicorp
Citicorp Banks on Exploratory Descriptive and Causal Research
3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product
6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors
Citicorp Banks on Exploratory Descriptive and Causal Research
3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally
Citicorp Banks on Exploratory Descriptive and Causal Research
3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Manipulation of Online Product Reviews
Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness
understanding of manipulations
Step 2 Descriptive StudySurvey of consumers to generate their perceptions of
manipulations
Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and
purchase intentionField experiment of secondary data ratings reviews between
two websites to define the intensity of manipulations and their effect on sales
3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research Proposal
bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the
Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices
3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests
Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen
The Greenfield of Online Research
4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Chapter Four
Exploratory Research DesignSecondary Data
4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Primary Vs Secondary Data
bull Primary data are originated by a researcher for the specific purpose of addressing the problem at hand The collection of primary data involves all six steps of the marketing research process (Chapter 1) Collect by yourself
bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)
bull
4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Comparison of Primary amp Secondary Data
Primary Data Secondary Data
Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short
Table 41
4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Secondary Data
bull Identify the problem
bull Better define the problem
bull Develop an approach to the problem
bull Formulate an appropriate research design (for example by identifying the key variables)
bull Answer certain research questions and test some hypotheses
bull Interpret primary data more insightfully
4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Criteria for Evaluating Secondary Data
bull Specifications Methodology Used to Collect the Data
bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data
Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are
the Data
4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Secondary Data
Secondary Data
Ready to Use
Requires Further
Processing
PublishedMaterials
Computerized Databases
Syndicated Services
Fig 41
Internal External
4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internal Secondary Data (Example proactive service)
Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens
wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications
were also examined
4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
I Demographic Data- Identification (name address emailtelephone)- Sex- Marital status- Names of family members- Age (including ages of family members)- Income- Occupation- Number of children present- Home ownership- Length of residence- Number and make of cars owned
4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level Data Available from Syndicated Firms
II Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses
4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
3-21Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project
bull Random sampling error is the variation between the true mean value (answer) for the population and the true mean value for the original sample
bull Non-sampling errors can be attributed to sources other than sampling and they may be random or nonrandom including errors in problem definition approach scales questionnaire design interviewing methods and data preparation and analysis Non-sampling errors consist of non-response errors and response errors
3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)
bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed
3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens
The following seven-step process was taken by marketingresearch to help in the design
Citicorp Banks on Exploratory Descriptive and Causal Research
3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈) was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products
In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse
Citicorp Banks on Exploratory Descriptive and Causal Research
3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target
market will easily understandbull Does the idea fit into the overall strategy of Citicorp
Citicorp Banks on Exploratory Descriptive and Causal Research
3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product
6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors
Citicorp Banks on Exploratory Descriptive and Causal Research
3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally
Citicorp Banks on Exploratory Descriptive and Causal Research
3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Manipulation of Online Product Reviews
Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness
understanding of manipulations
Step 2 Descriptive StudySurvey of consumers to generate their perceptions of
manipulations
Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and
purchase intentionField experiment of secondary data ratings reviews between
two websites to define the intensity of manipulations and their effect on sales
3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research Proposal
bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the
Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices
3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests
Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen
The Greenfield of Online Research
4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Chapter Four
Exploratory Research DesignSecondary Data
4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Primary Vs Secondary Data
bull Primary data are originated by a researcher for the specific purpose of addressing the problem at hand The collection of primary data involves all six steps of the marketing research process (Chapter 1) Collect by yourself
bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)
bull
4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Comparison of Primary amp Secondary Data
Primary Data Secondary Data
Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short
Table 41
4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Secondary Data
bull Identify the problem
bull Better define the problem
bull Develop an approach to the problem
bull Formulate an appropriate research design (for example by identifying the key variables)
bull Answer certain research questions and test some hypotheses
bull Interpret primary data more insightfully
4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Criteria for Evaluating Secondary Data
bull Specifications Methodology Used to Collect the Data
bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data
Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are
the Data
4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Secondary Data
Secondary Data
Ready to Use
Requires Further
Processing
PublishedMaterials
Computerized Databases
Syndicated Services
Fig 41
Internal External
4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internal Secondary Data (Example proactive service)
Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens
wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications
were also examined
4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
I Demographic Data- Identification (name address emailtelephone)- Sex- Marital status- Names of family members- Age (including ages of family members)- Income- Occupation- Number of children present- Home ownership- Length of residence- Number and make of cars owned
4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level Data Available from Syndicated Firms
II Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses
4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
3-22Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Errors in Marketing Research
bull Non-response error arises when some of the respondents included in the sample do not respond (income drug absue)
bull Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed
3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens
The following seven-step process was taken by marketingresearch to help in the design
Citicorp Banks on Exploratory Descriptive and Causal Research
3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈) was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products
In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse
Citicorp Banks on Exploratory Descriptive and Causal Research
3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target
market will easily understandbull Does the idea fit into the overall strategy of Citicorp
Citicorp Banks on Exploratory Descriptive and Causal Research
3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product
6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors
Citicorp Banks on Exploratory Descriptive and Causal Research
3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally
Citicorp Banks on Exploratory Descriptive and Causal Research
3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Manipulation of Online Product Reviews
Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness
understanding of manipulations
Step 2 Descriptive StudySurvey of consumers to generate their perceptions of
manipulations
Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and
purchase intentionField experiment of secondary data ratings reviews between
two websites to define the intensity of manipulations and their effect on sales
3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research Proposal
bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the
Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices
3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests
Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen
The Greenfield of Online Research
4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Chapter Four
Exploratory Research DesignSecondary Data
4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Primary Vs Secondary Data
bull Primary data are originated by a researcher for the specific purpose of addressing the problem at hand The collection of primary data involves all six steps of the marketing research process (Chapter 1) Collect by yourself
bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)
bull
4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Comparison of Primary amp Secondary Data
Primary Data Secondary Data
Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short
Table 41
4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Secondary Data
bull Identify the problem
bull Better define the problem
bull Develop an approach to the problem
bull Formulate an appropriate research design (for example by identifying the key variables)
bull Answer certain research questions and test some hypotheses
bull Interpret primary data more insightfully
4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Criteria for Evaluating Secondary Data
bull Specifications Methodology Used to Collect the Data
bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data
Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are
the Data
4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Secondary Data
Secondary Data
Ready to Use
Requires Further
Processing
PublishedMaterials
Computerized Databases
Syndicated Services
Fig 41
Internal External
4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internal Secondary Data (Example proactive service)
Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens
wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications
were also examined
4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
I Demographic Data- Identification (name address emailtelephone)- Sex- Marital status- Names of family members- Age (including ages of family members)- Income- Occupation- Number of children present- Home ownership- Length of residence- Number and make of cars owned
4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level Data Available from Syndicated Firms
II Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses
4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
3-23Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research at Citicorp is typical in that it is used tomeasure consumer awareness of products monitor theirsatisfaction and attitudes associated with the product trackproduct usage and diagnose problems as they occur Toaccomplish these tasks Citicorp makes extensive use ofexploratory descriptive and causal research Often it isadvantageous to offer special financial packages to specificgroups of customers In this case a financial package isbeing designed for senior citizens
The following seven-step process was taken by marketingresearch to help in the design
Citicorp Banks on Exploratory Descriptive and Causal Research
3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈) was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products
In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse
Citicorp Banks on Exploratory Descriptive and Causal Research
3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target
market will easily understandbull Does the idea fit into the overall strategy of Citicorp
Citicorp Banks on Exploratory Descriptive and Causal Research
3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product
6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors
Citicorp Banks on Exploratory Descriptive and Causal Research
3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally
Citicorp Banks on Exploratory Descriptive and Causal Research
3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Manipulation of Online Product Reviews
Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness
understanding of manipulations
Step 2 Descriptive StudySurvey of consumers to generate their perceptions of
manipulations
Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and
purchase intentionField experiment of secondary data ratings reviews between
two websites to define the intensity of manipulations and their effect on sales
3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research Proposal
bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the
Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices
3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests
Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen
The Greenfield of Online Research
4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Chapter Four
Exploratory Research DesignSecondary Data
4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Primary Vs Secondary Data
bull Primary data are originated by a researcher for the specific purpose of addressing the problem at hand The collection of primary data involves all six steps of the marketing research process (Chapter 1) Collect by yourself
bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)
bull
4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Comparison of Primary amp Secondary Data
Primary Data Secondary Data
Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short
Table 41
4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Secondary Data
bull Identify the problem
bull Better define the problem
bull Develop an approach to the problem
bull Formulate an appropriate research design (for example by identifying the key variables)
bull Answer certain research questions and test some hypotheses
bull Interpret primary data more insightfully
4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Criteria for Evaluating Secondary Data
bull Specifications Methodology Used to Collect the Data
bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data
Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are
the Data
4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Secondary Data
Secondary Data
Ready to Use
Requires Further
Processing
PublishedMaterials
Computerized Databases
Syndicated Services
Fig 41
Internal External
4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internal Secondary Data (Example proactive service)
Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens
wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications
were also examined
4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
I Demographic Data- Identification (name address emailtelephone)- Sex- Marital status- Names of family members- Age (including ages of family members)- Income- Occupation- Number of children present- Home ownership- Length of residence- Number and make of cars owned
4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level Data Available from Syndicated Firms
II Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses
4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
3-24Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted Exploratory qualitative research involving focus groups (小组访谈) was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products
In the case of senior citizens a great deal of diversity was found in the market This was determined to be due to such factors as affluence relative age and the absence or presence of a spouse
Citicorp Banks on Exploratory Descriptive and Causal Research
3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target
market will easily understandbull Does the idea fit into the overall strategy of Citicorp
Citicorp Banks on Exploratory Descriptive and Causal Research
3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product
6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors
Citicorp Banks on Exploratory Descriptive and Causal Research
3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally
Citicorp Banks on Exploratory Descriptive and Causal Research
3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Manipulation of Online Product Reviews
Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness
understanding of manipulations
Step 2 Descriptive StudySurvey of consumers to generate their perceptions of
manipulations
Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and
purchase intentionField experiment of secondary data ratings reviews between
two websites to define the intensity of manipulations and their effect on sales
3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research Proposal
bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the
Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices
3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests
Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen
The Greenfield of Online Research
4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Chapter Four
Exploratory Research DesignSecondary Data
4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Primary Vs Secondary Data
bull Primary data are originated by a researcher for the specific purpose of addressing the problem at hand The collection of primary data involves all six steps of the marketing research process (Chapter 1) Collect by yourself
bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)
bull
4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Comparison of Primary amp Secondary Data
Primary Data Secondary Data
Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short
Table 41
4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Secondary Data
bull Identify the problem
bull Better define the problem
bull Develop an approach to the problem
bull Formulate an appropriate research design (for example by identifying the key variables)
bull Answer certain research questions and test some hypotheses
bull Interpret primary data more insightfully
4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Criteria for Evaluating Secondary Data
bull Specifications Methodology Used to Collect the Data
bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data
Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are
the Data
4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Secondary Data
Secondary Data
Ready to Use
Requires Further
Processing
PublishedMaterials
Computerized Databases
Syndicated Services
Fig 41
Internal External
4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internal Secondary Data (Example proactive service)
Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens
wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications
were also examined
4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
I Demographic Data- Identification (name address emailtelephone)- Sex- Marital status- Names of family members- Age (including ages of family members)- Income- Occupation- Number of children present- Home ownership- Length of residence- Number and make of cars owned
4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level Data Available from Syndicated Firms
II Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses
4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
3-25Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
4) The feasibility of the 10 ideas generated in step 3 was then tested The ideas were tested on the basis of whether they were possible in relation to the business The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step(idea generation new product concepts Reversed mortgage以房养老 ) bull Can the idea be explained in a manner that the target
market will easily understandbull Does the idea fit into the overall strategy of Citicorp
Citicorp Banks on Exploratory Descriptive and Causal Research
3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product
6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors
Citicorp Banks on Exploratory Descriptive and Causal Research
3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally
Citicorp Banks on Exploratory Descriptive and Causal Research
3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Manipulation of Online Product Reviews
Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness
understanding of manipulations
Step 2 Descriptive StudySurvey of consumers to generate their perceptions of
manipulations
Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and
purchase intentionField experiment of secondary data ratings reviews between
two websites to define the intensity of manipulations and their effect on sales
3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research Proposal
bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the
Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices
3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests
Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen
The Greenfield of Online Research
4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Chapter Four
Exploratory Research DesignSecondary Data
4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Primary Vs Secondary Data
bull Primary data are originated by a researcher for the specific purpose of addressing the problem at hand The collection of primary data involves all six steps of the marketing research process (Chapter 1) Collect by yourself
bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)
bull
4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Comparison of Primary amp Secondary Data
Primary Data Secondary Data
Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short
Table 41
4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Secondary Data
bull Identify the problem
bull Better define the problem
bull Develop an approach to the problem
bull Formulate an appropriate research design (for example by identifying the key variables)
bull Answer certain research questions and test some hypotheses
bull Interpret primary data more insightfully
4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Criteria for Evaluating Secondary Data
bull Specifications Methodology Used to Collect the Data
bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data
Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are
the Data
4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Secondary Data
Secondary Data
Ready to Use
Requires Further
Processing
PublishedMaterials
Computerized Databases
Syndicated Services
Fig 41
Internal External
4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internal Secondary Data (Example proactive service)
Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens
wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications
were also examined
4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
I Demographic Data- Identification (name address emailtelephone)- Sex- Marital status- Names of family members- Age (including ages of family members)- Income- Occupation- Number of children present- Home ownership- Length of residence- Number and make of cars owned
4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level Data Available from Syndicated Firms
II Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses
4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
3-26Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
5) A creative work-plan was then generated This plan was to emphasizethe competitive advantage of the proposed product as well as betterdelineate the specific features of the product
6) The previous exploratory research was now followed up withdescriptive research in the form of mall intercept surveys of people inthe target market range The survey showed that the list of specialfeatures was too long and it was decided to drop the features morecommonly offered by competitors
Citicorp Banks on Exploratory Descriptive and Causal Research
3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally
Citicorp Banks on Exploratory Descriptive and Causal Research
3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Manipulation of Online Product Reviews
Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness
understanding of manipulations
Step 2 Descriptive StudySurvey of consumers to generate their perceptions of
manipulations
Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and
purchase intentionField experiment of secondary data ratings reviews between
two websites to define the intensity of manipulations and their effect on sales
3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research Proposal
bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the
Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices
3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests
Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen
The Greenfield of Online Research
4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Chapter Four
Exploratory Research DesignSecondary Data
4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Primary Vs Secondary Data
bull Primary data are originated by a researcher for the specific purpose of addressing the problem at hand The collection of primary data involves all six steps of the marketing research process (Chapter 1) Collect by yourself
bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)
bull
4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Comparison of Primary amp Secondary Data
Primary Data Secondary Data
Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short
Table 41
4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Secondary Data
bull Identify the problem
bull Better define the problem
bull Develop an approach to the problem
bull Formulate an appropriate research design (for example by identifying the key variables)
bull Answer certain research questions and test some hypotheses
bull Interpret primary data more insightfully
4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Criteria for Evaluating Secondary Data
bull Specifications Methodology Used to Collect the Data
bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data
Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are
the Data
4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Secondary Data
Secondary Data
Ready to Use
Requires Further
Processing
PublishedMaterials
Computerized Databases
Syndicated Services
Fig 41
Internal External
4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internal Secondary Data (Example proactive service)
Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens
wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications
were also examined
4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
I Demographic Data- Identification (name address emailtelephone)- Sex- Marital status- Names of family members- Age (including ages of family members)- Income- Occupation- Number of children present- Home ownership- Length of residence- Number and make of cars owned
4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level Data Available from Syndicated Firms
II Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses
4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
3-27Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
7) Finally the product was test marketed in six ofthe Citicorp branches within the target marketTest marketing is a form of causal researchGiven successful test marketing results theproduct is introduced nationally
Citicorp Banks on Exploratory Descriptive and Causal Research
3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Manipulation of Online Product Reviews
Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness
understanding of manipulations
Step 2 Descriptive StudySurvey of consumers to generate their perceptions of
manipulations
Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and
purchase intentionField experiment of secondary data ratings reviews between
two websites to define the intensity of manipulations and their effect on sales
3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research Proposal
bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the
Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices
3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests
Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen
The Greenfield of Online Research
4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Chapter Four
Exploratory Research DesignSecondary Data
4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Primary Vs Secondary Data
bull Primary data are originated by a researcher for the specific purpose of addressing the problem at hand The collection of primary data involves all six steps of the marketing research process (Chapter 1) Collect by yourself
bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)
bull
4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Comparison of Primary amp Secondary Data
Primary Data Secondary Data
Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short
Table 41
4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Secondary Data
bull Identify the problem
bull Better define the problem
bull Develop an approach to the problem
bull Formulate an appropriate research design (for example by identifying the key variables)
bull Answer certain research questions and test some hypotheses
bull Interpret primary data more insightfully
4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Criteria for Evaluating Secondary Data
bull Specifications Methodology Used to Collect the Data
bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data
Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are
the Data
4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Secondary Data
Secondary Data
Ready to Use
Requires Further
Processing
PublishedMaterials
Computerized Databases
Syndicated Services
Fig 41
Internal External
4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internal Secondary Data (Example proactive service)
Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens
wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications
were also examined
4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
I Demographic Data- Identification (name address emailtelephone)- Sex- Marital status- Names of family members- Age (including ages of family members)- Income- Occupation- Number of children present- Home ownership- Length of residence- Number and make of cars owned
4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level Data Available from Syndicated Firms
II Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses
4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
3-28Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Manipulation of Online Product Reviews
Step 1 Exploratory ResearchInterviews of online buyers to explore their awareness
understanding of manipulations
Step 2 Descriptive StudySurvey of consumers to generate their perceptions of
manipulations
Step 3 Causal StudiesLab experiment effect of manipulations on perceptions and
purchase intentionField experiment of secondary data ratings reviews between
two websites to define the intensity of manipulations and their effect on sales
3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research Proposal
bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the
Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices
3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests
Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen
The Greenfield of Online Research
4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Chapter Four
Exploratory Research DesignSecondary Data
4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Primary Vs Secondary Data
bull Primary data are originated by a researcher for the specific purpose of addressing the problem at hand The collection of primary data involves all six steps of the marketing research process (Chapter 1) Collect by yourself
bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)
bull
4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Comparison of Primary amp Secondary Data
Primary Data Secondary Data
Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short
Table 41
4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Secondary Data
bull Identify the problem
bull Better define the problem
bull Develop an approach to the problem
bull Formulate an appropriate research design (for example by identifying the key variables)
bull Answer certain research questions and test some hypotheses
bull Interpret primary data more insightfully
4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Criteria for Evaluating Secondary Data
bull Specifications Methodology Used to Collect the Data
bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data
Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are
the Data
4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Secondary Data
Secondary Data
Ready to Use
Requires Further
Processing
PublishedMaterials
Computerized Databases
Syndicated Services
Fig 41
Internal External
4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internal Secondary Data (Example proactive service)
Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens
wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications
were also examined
4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
I Demographic Data- Identification (name address emailtelephone)- Sex- Marital status- Names of family members- Age (including ages of family members)- Income- Occupation- Number of children present- Home ownership- Length of residence- Number and make of cars owned
4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level Data Available from Syndicated Firms
II Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses
4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
3-29Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Marketing Research Proposal
bull Executive Summarybull Backgroundbull Problem DefinitionObjectives of the
Researchbull Approach to the Problembull Research Designbull FieldworkData Collectionbull Data Analysisbull Reportingbull Cost and Timebull Appendices
3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests
Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen
The Greenfield of Online Research
4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Chapter Four
Exploratory Research DesignSecondary Data
4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Primary Vs Secondary Data
bull Primary data are originated by a researcher for the specific purpose of addressing the problem at hand The collection of primary data involves all six steps of the marketing research process (Chapter 1) Collect by yourself
bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)
bull
4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Comparison of Primary amp Secondary Data
Primary Data Secondary Data
Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short
Table 41
4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Secondary Data
bull Identify the problem
bull Better define the problem
bull Develop an approach to the problem
bull Formulate an appropriate research design (for example by identifying the key variables)
bull Answer certain research questions and test some hypotheses
bull Interpret primary data more insightfully
4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Criteria for Evaluating Secondary Data
bull Specifications Methodology Used to Collect the Data
bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data
Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are
the Data
4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Secondary Data
Secondary Data
Ready to Use
Requires Further
Processing
PublishedMaterials
Computerized Databases
Syndicated Services
Fig 41
Internal External
4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internal Secondary Data (Example proactive service)
Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens
wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications
were also examined
4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
I Demographic Data- Identification (name address emailtelephone)- Sex- Marital status- Names of family members- Age (including ages of family members)- Income- Occupation- Number of children present- Home ownership- Length of residence- Number and make of cars owned
4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level Data Available from Syndicated Firms
II Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses
4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
3-30Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internet users wishing to take part in surveys and otherprojects begin by registering online at the companyrsquos Website The registration consists of a ldquosign-up surveyrdquo that asksfor e-mail address type of computer used personalinterests and information about the respondentrsquos householdOnce an Internet user is registered Greenfield Onlinematches the user with research studies that are well-suitedto his or her interests
Incentives to take part in focus groups or special surveys areoffered by the companies whose products or services arebeing researched This incentive is cash or valuable prizesIncentives are also offered to Internet users to encouragethem to register with Greenfieldrsquos Internet panel Newregistrants automatically qualify for prizes that are awardedin monthly drawings M-Turk ACNielsen
The Greenfield of Online Research
4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Chapter Four
Exploratory Research DesignSecondary Data
4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Primary Vs Secondary Data
bull Primary data are originated by a researcher for the specific purpose of addressing the problem at hand The collection of primary data involves all six steps of the marketing research process (Chapter 1) Collect by yourself
bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)
bull
4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Comparison of Primary amp Secondary Data
Primary Data Secondary Data
Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short
Table 41
4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Secondary Data
bull Identify the problem
bull Better define the problem
bull Develop an approach to the problem
bull Formulate an appropriate research design (for example by identifying the key variables)
bull Answer certain research questions and test some hypotheses
bull Interpret primary data more insightfully
4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Criteria for Evaluating Secondary Data
bull Specifications Methodology Used to Collect the Data
bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data
Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are
the Data
4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Secondary Data
Secondary Data
Ready to Use
Requires Further
Processing
PublishedMaterials
Computerized Databases
Syndicated Services
Fig 41
Internal External
4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internal Secondary Data (Example proactive service)
Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens
wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications
were also examined
4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
I Demographic Data- Identification (name address emailtelephone)- Sex- Marital status- Names of family members- Age (including ages of family members)- Income- Occupation- Number of children present- Home ownership- Length of residence- Number and make of cars owned
4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level Data Available from Syndicated Firms
II Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses
4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
4-31Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Chapter Four
Exploratory Research DesignSecondary Data
4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Primary Vs Secondary Data
bull Primary data are originated by a researcher for the specific purpose of addressing the problem at hand The collection of primary data involves all six steps of the marketing research process (Chapter 1) Collect by yourself
bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)
bull
4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Comparison of Primary amp Secondary Data
Primary Data Secondary Data
Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short
Table 41
4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Secondary Data
bull Identify the problem
bull Better define the problem
bull Develop an approach to the problem
bull Formulate an appropriate research design (for example by identifying the key variables)
bull Answer certain research questions and test some hypotheses
bull Interpret primary data more insightfully
4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Criteria for Evaluating Secondary Data
bull Specifications Methodology Used to Collect the Data
bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data
Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are
the Data
4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Secondary Data
Secondary Data
Ready to Use
Requires Further
Processing
PublishedMaterials
Computerized Databases
Syndicated Services
Fig 41
Internal External
4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internal Secondary Data (Example proactive service)
Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens
wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications
were also examined
4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
I Demographic Data- Identification (name address emailtelephone)- Sex- Marital status- Names of family members- Age (including ages of family members)- Income- Occupation- Number of children present- Home ownership- Length of residence- Number and make of cars owned
4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level Data Available from Syndicated Firms
II Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses
4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
4-32Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Primary Vs Secondary Data
bull Primary data are originated by a researcher for the specific purpose of addressing the problem at hand The collection of primary data involves all six steps of the marketing research process (Chapter 1) Collect by yourself
bull Secondary data are data that have already been collected for purposes other than the problem at hand These data can be located quickly and inexpensivelyPublic data commercial data (paid)
bull
4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Comparison of Primary amp Secondary Data
Primary Data Secondary Data
Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short
Table 41
4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Secondary Data
bull Identify the problem
bull Better define the problem
bull Develop an approach to the problem
bull Formulate an appropriate research design (for example by identifying the key variables)
bull Answer certain research questions and test some hypotheses
bull Interpret primary data more insightfully
4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Criteria for Evaluating Secondary Data
bull Specifications Methodology Used to Collect the Data
bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data
Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are
the Data
4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Secondary Data
Secondary Data
Ready to Use
Requires Further
Processing
PublishedMaterials
Computerized Databases
Syndicated Services
Fig 41
Internal External
4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internal Secondary Data (Example proactive service)
Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens
wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications
were also examined
4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
I Demographic Data- Identification (name address emailtelephone)- Sex- Marital status- Names of family members- Age (including ages of family members)- Income- Occupation- Number of children present- Home ownership- Length of residence- Number and make of cars owned
4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level Data Available from Syndicated Firms
II Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses
4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
4-33Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Comparison of Primary amp Secondary Data
Primary Data Secondary Data
Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid amp easyCollection cost High Relatively lowCollection time Long Short
Table 41
4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Secondary Data
bull Identify the problem
bull Better define the problem
bull Develop an approach to the problem
bull Formulate an appropriate research design (for example by identifying the key variables)
bull Answer certain research questions and test some hypotheses
bull Interpret primary data more insightfully
4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Criteria for Evaluating Secondary Data
bull Specifications Methodology Used to Collect the Data
bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data
Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are
the Data
4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Secondary Data
Secondary Data
Ready to Use
Requires Further
Processing
PublishedMaterials
Computerized Databases
Syndicated Services
Fig 41
Internal External
4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internal Secondary Data (Example proactive service)
Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens
wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications
were also examined
4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
I Demographic Data- Identification (name address emailtelephone)- Sex- Marital status- Names of family members- Age (including ages of family members)- Income- Occupation- Number of children present- Home ownership- Length of residence- Number and make of cars owned
4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level Data Available from Syndicated Firms
II Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses
4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
4-34Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Uses of Secondary Data
bull Identify the problem
bull Better define the problem
bull Develop an approach to the problem
bull Formulate an appropriate research design (for example by identifying the key variables)
bull Answer certain research questions and test some hypotheses
bull Interpret primary data more insightfully
4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Criteria for Evaluating Secondary Data
bull Specifications Methodology Used to Collect the Data
bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data
Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are
the Data
4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Secondary Data
Secondary Data
Ready to Use
Requires Further
Processing
PublishedMaterials
Computerized Databases
Syndicated Services
Fig 41
Internal External
4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internal Secondary Data (Example proactive service)
Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens
wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications
were also examined
4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
I Demographic Data- Identification (name address emailtelephone)- Sex- Marital status- Names of family members- Age (including ages of family members)- Income- Occupation- Number of children present- Home ownership- Length of residence- Number and make of cars owned
4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level Data Available from Syndicated Firms
II Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses
4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
4-35Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Criteria for Evaluating Secondary Data
bull Specifications Methodology Used to Collect the Data
bull Error Accuracy of the Databull Currency When the Data Were Collectedbull Objective(s) The Purpose for Which the Data
Were Collectedbull Nature The Content of the Databull Dependability Overall How Dependable Are
the Data
4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Secondary Data
Secondary Data
Ready to Use
Requires Further
Processing
PublishedMaterials
Computerized Databases
Syndicated Services
Fig 41
Internal External
4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internal Secondary Data (Example proactive service)
Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens
wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications
were also examined
4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
I Demographic Data- Identification (name address emailtelephone)- Sex- Marital status- Names of family members- Age (including ages of family members)- Income- Occupation- Number of children present- Home ownership- Length of residence- Number and make of cars owned
4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level Data Available from Syndicated Firms
II Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses
4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
4-36Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Secondary Data
Secondary Data
Ready to Use
Requires Further
Processing
PublishedMaterials
Computerized Databases
Syndicated Services
Fig 41
Internal External
4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internal Secondary Data (Example proactive service)
Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens
wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications
were also examined
4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
I Demographic Data- Identification (name address emailtelephone)- Sex- Marital status- Names of family members- Age (including ages of family members)- Income- Occupation- Number of children present- Home ownership- Length of residence- Number and make of cars owned
4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level Data Available from Syndicated Firms
II Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses
4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
4-37Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Internal Secondary Data (Example proactive service)
Department Store ProjectSales were analyzed to obtainbull Sales by product linebull Sales by major department (eg mens
wear house wares)bull Sales by specific storesbull Sales by geographical regionbull Sales by cash versus credit purchasesbull Sales in specific time periodsbull Sales by size of purchasebull Sales trends in many of these classifications
were also examined
4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
I Demographic Data- Identification (name address emailtelephone)- Sex- Marital status- Names of family members- Age (including ages of family members)- Income- Occupation- Number of children present- Home ownership- Length of residence- Number and make of cars owned
4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level Data Available from Syndicated Firms
II Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses
4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
4-38Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
I Demographic Data- Identification (name address emailtelephone)- Sex- Marital status- Names of family members- Age (including ages of family members)- Income- Occupation- Number of children present- Home ownership- Length of residence- Number and make of cars owned
4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level Data Available from Syndicated Firms
II Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses
4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
4-39Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Type of IndividualHousehold Level Data Available from Syndicated Firms
II Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun amp Bradstreet and AmericanBusiness Information which collect demographic data on businesses
4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
4-40Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Published Secondary Sources (library government)
StatisticalData
Guides Directories Indexes Census Data
Other Government Publications
Fig 42
Published Secondary Data
General Business Sources
Government Sources
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
4-41Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
InfoUSA Here There Everywhere
InfoUSA (wwwinfousacom) markets subsets of its data ina number of forms including the professional onlineservices (LEXIS-NEXIS and DIALOG) the general onlineservices (CompuServe and Microsoft Network) the Internet(look-ups) and on CD-ROM The underlying database onwhich all these products are based contains information on115 million residential listings and 14 million businesslistings as of 2005 These are verified with over 17 millionphone calls annually The products derived from thesedatabases include sales leads mailing lists businessdirectories mapping products and also delivery of data onthe Internet
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
4-42Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of ComputerizedDatabases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose
Databases
Fig 43
Computerized Databases
Online Off-LineInternet
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
4-43Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Published External Secondary SourcesGuidesbull An excellent source of standard or recurring informationbull Helpful in identifying other important sources of
directories trade associations and trade publicationsbull One of the first sources a researcher should consult
Directoriesbull Helpful for identifying individuals or organizations that
collect specific databull Examples Consultants and Consulting Organizations
Directory Encyclopedia of Associations FINDEX The Directory of Market Research Reports Studies and Surveys and Research Services Directory
Indicesbull Helpful in locating information on a particular topic in
several different publications
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
4-44Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Classification of Computerized Databases
bull Bibliographic databases are composed of citations to articles
bull Numeric databases contain numerical and statistical information
bull Full-text databases contain the complete text of the source documents comprising the database
bull Directory databases provide information on individuals organizations and services
bull Special-purpose databases provide specialized information
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
4-45Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services
bull Syndicated services are (research and database) companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ($$$)
bull Syndicated sources can be classified based on the unit of measurement (householdsconsumers or institutions)
bull Householdconsumer data may be obtained from surveys diary panels or electronic scanner services
bull Institutional data may be obtained from retailers wholesalers or industrial firms
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
4-46Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
A Classification of Syndicated Services
Unit ofMeasurement
Fig 44
HouseholdsConsumers Institutions
wwwstrcom
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
4-47Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services ConsumersFig 44 cont
Psychographicamp Lifestyles
General AdvertisingEvaluation
Households Consumers
Scanner Panels with Cable TV
Surveys Volume Tracking Data
Scanner Panels
Electronic scanner servicesPurchase Media
Panels
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
4-48Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Syndicated Services Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig 44 contInstitutions
Retailers Wholesalers Industrial firms
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
4-49Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated ServicesTa
ble
43 Type Characteristics Advantages Disadvantages Uses
Surveys Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Sheet1
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Sheet2
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflects actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Sheet3
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Type
Characteristics
Advantages
Disadvantages
Uses
Surveys
Surveys conducted at regular intervals
Most flexible way of obtaining data information on underlying motives
Interviewer errors respondent errors
Market segmentation advertising theme selection and advertising effectiveness
Purchase Panels
Households provide specific information regularly over an extended period of time respondent asked to record specific behaviors as they occur
Recorded purchase behavior can be linked to the demographic psychographic characteristics
Lack of representativeness response bias maturation
Forecasting sales market share and trends establishing consumer profiles brand loyalty and switching evaluating test markets advertising and distribution
Media Panels
Electronic devices automatically recording behavior supplemented by a diary Starch Radio
Same as purchase panel
Same as purchase panel
Establishing advertising rates selecting media program or air time establishing viewer profiles
4-50Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Overview of Syndicated Services
Table 43 contScanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Cars mobile phones etc
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Sheet1
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
1 2
VNU Inc
New York
vnucom
$240000
$110000
4580
2 3
IMS Health Inc
Fairfield Conn
imshealthcom
117100
702
60
3 4
Information Resources Inc
Chicago
inforescom
5559
1356
244
4 6
The Kantar Group
Fairfield Conn
kantargroupcom
9623
6632
689
5 5
Westat Inc
Rockville Md
westatcom
2858
6 7
Arbitron Inc
New York
arbitroncom
2275
79
35
7
NOP World US
New York
nopworldcom
2241
175
78
8 8
NFO WorldGroup
Greenwich Conn
nfowcom
4529
2899
64
9 9
Market Facts Inc
Arlington Heights Ill
marketfactscom
1897
335
177
10 11
Taylor Nelson Sofres USA
London
tnsofrescom
1669
164
98
11 11
Maritz Research
Fenton MO
maritzresearchcom
1817
546
30
12 23
Ipsos
New York
ipsoscom
2043
914
447
13 15
JD Power and Associates
Westlake Village Calif
jdpacom
128
187
146
14 14
Opinion Research Corp
Princeton NJ
opinionresearchcom
1336
422
316
15 10
The NPD Group Inc
Port Washington NY
npdcom
1017
13
128
16 17
Jupiter Media Metrix Inc
New York
jmmcom
858
172
20
17 18
Harris Interactive Inc
Rochester NY
harrisinteractivecom
754
105
139
18 20
Abt Associates Inc
Cambridge Mass
abtassociatescom
628
94
15
19 19
CampR Research Services Inc
Chicago
crresearchcom
436
20 22
Wirthlin Worldwide
McLean Va
wirthlincom
468
72
154
21 24
Lieberman Research Worldwide
Los Angeles
lrwonlinecom
431
43
10
22 25
Burke Inc
Cincinnati
burkecom
455
112
246
23 21
MORPACE International Inc
Farmington Hills Mich
morpacecom
483
159
329
24 26
Market Strategies Inc
Livonia Mich
marketstrategiescom
317
15
47
25 30
GfK Custom Research Inc
Minneapolis
customresearchcom
298
09
39
US rank
Organization
Headquarters
Web site
Worldwide research
Non-US research
Percent
2001 2000
revenues
revenues
non-US
($ in millions)
($ in millions)
revenues
26 32
ICRIntrsquol Communications Research
Media Pa
icsurveycom
288
03
1
27 29
MARC Research
Irving Texas
marcresearchcom
245
05
2
28 31
Elrick amp Lavidge Marketing Research
Tucker Ga
elrickandlavidgecom
229
29 36
RDA Group Inc
Bloomfield Hills Mich
rdagroupcom
26
36
138
30 33
Lieberman Research Group
Great Neck NY
liebermanresearchcom
223
05
22
31
Knowledge Networks Inc
Menlo Park Calif
knowledgenetworkscom
214
32 34
Walker Information
Indianapolis
walkerinfocom
268
55
205
33 37
National Research Corp
Lincoln Neb
nationalresearchcom
177
34 38
Directions Research Inc
Cincinnati
directionsrschcom
167
35 48
Marketing and Planning Systems Inc
Waltham Mass
mapsnetcom
197
32
162
36
Alliance Research Inc
Crestview Hills Ky
allianceresearchcom
154
37 40
Data Development Corp
New York
datadccom
156
03
19
38 46
Marketing Analysts Inc
Charleston SC
marketinganalystscom
151
04
26
39
Marketing Research Services Inc
Cincinnati
mrsicom
143
40 43
Greenfield Online Inc
Wilton Conn
greenfieldcom
142
41 42
Greenfield Consulting Group Inc
Westport Conn
greenfieldgroupcom
14
01
1
42 45
Savitz Research Companies
Dallas
savitzresearchcom
132
43 44
The PreTesting Co Inc
Tenafly NJ
pretestingcom
131
07
53
44 39
Schulman Ronca amp Bucuvalas Inc
New York
srbicom
121
07
58
45 49
Cheskin
Redwood Shores Calif
cheskincom
143
31
22
46
The Marketing Workshop Inc
Norcross Ga
mwshopcom
106
47
Symmetrical Holdings Inc
Deerfield Beach Fla
symmetricalcom
104
48
comScore Networks Inc
Reston Va
comscorecom
10
48
MarketVision Research Inc
Cincinnati
marketvisionresearchcom
10
50 47
The BRS Group Inc
San Rafael Calif
brsgroupcom
109
22
20
Sheet2
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Type
Characteristics
Advantages
Disadvantages
Uses
Scanner Volume Tracking Data
Household purchases are recorded through electronic scanners in supermarkets
Data reflect actual purchases timely data less expensive
Data may not be representative errors in recording purchases difficult to link purchases to elements of marketing mix other than price
Price tracking modeling effectiveness of in-store promotions
Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases sample control ability to link panel data to household characteristics
Data may not be representative quality of data limited
Promotional mix analyses copy testing new product testing positioning
Audit services
Verification of product movement by examining physical records or performing inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete matching of data on competitive activity may be difficult
Measurement of consumer sales and market share competitive activity analyzing distribution patterns tracking of new products
Industrial Product Syndicated Services
Data banks on industrial establishments created through direct inquiries of companies clipping services and corporate reports
Important source of information on industrial firms particularly useful in initial phases of the projects
Data are lacking in terms of content quantity and quality
Determining market potential by geographic area defining sales territories allocating advertising budget
Sheet3
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
4-51Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Single-Source Data
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 (ACNielseon CCTV-Sofres)
bull Recruit a test panel of households and meter each homes TV sets
bull Survey households periodically on what they readbull Grocery purchases are tracked by UPC scanners bull Track retail data such as sales advertising and
promotion
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
4-52Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-53
Chapter Five
Exploratory Research DesignQualitative Research
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-54
A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Fig 51
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-55
Qualitative Vs Quantitative Research
Qualitative Research
To gain a qualitative understanding of the underlying reasons and motivations
Small number of non-representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize the results from the sample to the population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Table 51
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-56
A Classification of Qualitative Research Procedures
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Fig 52
Direct (Non-disguised)
Indirect (Disguised)
Focus Groups Depth Interviews
Projective Techniques
Qualitative Research Procedures
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-57
Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous respondentsprescreened
Physical Setting Relaxed informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational interpersonal and communication skills of the moderator
Table 52
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-58
Baltimore Research Facility Overview Source httpwwwbaltimoreresearchcommarketing_research_facilityphpsPage=Facility
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-59
Layout of focus group room and viewing room
One-way mirror
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-60Source wwwcamposcomfocusgshtm
Viewing room looking into the focus group roomthrough one-way mirror httpswwwyoutubecomresultssearch_query=consumer+focus+group
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-61
FOCUS GROUP-PHOTOS SHARING
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-62
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-63
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-64
Key Qualifications of Focus Group Moderators
1 Kindness with firmness The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction
2 Permissiveness The moderator must be permissive yet alert to signs that the grouprsquos cordiality or purpose is disintegrating
3 Involvement The moderator must encourage and stimulate intense personal involvement
4 Incomplete understanding The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-65
Key Qualifications of Focus Group Moderators
5 Encouragement The moderator must encourage unresponsive members to participate
6 Flexibility The moderator must be able to improvise and alter the planned outline amid the distractions of the group process
7 Sensitivity The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-66
Procedure for Planning and Conducting Focus GroupsFig 53
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderatorrsquos Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the ObjectivesQuestions to be Answered by Focus Groups
Write a Screening Questionnaire
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-67
Variations in Focus Groups
bull Two-way focus group This allows one target group to listen to and learn from a related group For example a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired
bull Dual-moderator group A focus group conducted by two moderators One moderator is responsible for the smooth flow of the session and the other ensures that specific issues are discussed
bull Dueling-moderator group There are two moderators but they deliberately take opposite positions on the issues to be discussed
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-68
Variations in Focus Groups
bull Respondent-moderator group The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics
bull Client-participant groups Client personnel are identified and made part of the discussion group
bull Mini groups These groups consist of a moderator and only 4 or 5 respondents
bull Telesession groups Focus group sessions by phone using the conference call technique
bull Online focus groups Focus groups conducted online over the Internet
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-69
Depth Interview Techniques Laddering (深度访谈)In laddering the line of questioning proceeds from product characteristics to user characteristics This technique allows the researcher to tap into the consumers network of meanings
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself (user characteristic)
Advertising theme You will feel good about yourself when flying our airline ldquoYoure The Bossrdquo
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-70
Depth Interview Hidden Issue Questioning
In hidden issue questioning (indirectly asking) the focus is not on socially shared values but rather on personal ldquosore spotsrdquo not on general lifestyles but on deeply felt personal concerns
Advertising theme communicate aggressiveness high status and competitive heritage of the airline
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-71
Definition of Projective Techniques
bull An unstructured indirect form of questioning that encourages respondents to project their underlying motivations beliefs attitudes or feelings regarding the issues of concern
bull In projective techniques respondents are asked to interpret the behavior of others
bull In interpreting the behavior of others respondents indirectly project their own motivations beliefs attitudes or feelings into the situation
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-72
Word Association
In word association respondents are presented with a list of words one at a time and asked to respond to each with the first word that comes to mind The words of interest called test words are interspersed throughout the list which also contains some neutral or filler words to disguise the purpose of the study Responses are analyzed by calculating
(1) the frequency with which any word is given as a response
(2) the amount of time that elapses before a response is given and
(3) the number of respondents who do not respond at all to a test word within a reasonable period of time
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-73
Word Association
EXAMPLE
STIMULUS MRS M MRS C washday everyday ironing fresh and sweet clean pure air soiled scrub dont husband does clean filth this neighborhood dirt bubbles bath soap and
water family squabbles children towels dirty wash
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-74
Completion Techniques
In sentence completion respondents are given incomplete sentences and asked to complete them Generally they are asked to use the first word or phrase that comes to mind
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Saks Fifth Avenue would be __________________________________
J C Penney is most liked by _________________________
When I think of shopping in a department store I ________
A variation of sentence completion is paragraph completion in which the respondent completes a paragraph beginning with the stimulus phrase
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-75
Completion Techniques
In story completion respondents aregiven part of a story ndash enough to directattention to a particular topic but not to hintat the ending They are required to givethe conclusion in their own words
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-76
Construction Techniques
With a picture response the respondents areasked to describe a series of pictures ofordinary as well as unusual events Therespondents interpretation of the picturesgives indications of that individualspersonality
In cartoon tests cartoon characters areshown in a specific situation related to theproblem The respondents are asked toindicate what one cartoon character might sayin response to the comments of anothercharacter Cartoon tests are simpler toadminister and analyze than picture responsetechniques
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-77
A Cartoon Test
Letrsquos see if we can pick up some house wares at
Sears
Figure 54
Sears
Your customer profile
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-78
Expressive Techniques
In expressive techniques respondents are presented witha verbal or visual situation and asked to relate the feelingsand attitudes of other people to the situation
Role playing Respondents are asked to play the role orassume the behavior of someone else
Third-person technique The respondent is presented witha verbal or visual situation and the respondent is asked torelate the beliefs and attitudes of a third person rather thandirectly expressing personal beliefs and attitudes This thirdperson may be a friend neighbor colleague or a ldquotypicalrdquoperson
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-79
Advantages of Projective Techniques
bull They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study (social desirability)
bull Helpful when the issues to be addressed are personal sensitive or subject to strong social norms
bull Helpful when underlying motivations beliefs and attitudes are operating at a subconscious level
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-80
Disadvantages of Projective Techniques
bull Suffer from many of the disadvantages of unstructured direct techniques but to a greater extent
bull Require highly-trained interviewers bull Skilled interpreters are also required to analyze
the responses bull There is a serious risk of interpretation bias bull They tend to be expensive bull May require respondents to engage in unusual
behavior
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-81
Analysis of Qualitative Data
1)Data reduction ndash Select which aspects of the data are to be emphasized minimized or set aside for the project at hand
2)Data display ndash (pattern matching) Develop a visual interpretation of the data with the use of such tools as a diagram chart or matrix The display helps to illuminate patterns and interrelationships in the data
3)Conclusion drawing and verification ndashConsider the meaning of analyzed data and assess its implications for the research question at hand
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-82
Respondent (a) Past Communications (b) Most
Effective
(c) Why
A bull E-mail
bull Informal
interchanges
bull Telephone
bull E-mail bull News is
communicated in
almost ldquoreal
timerdquo
B bull E-mail
bull Student newspaper
bull Campus web page
bull E-mail
bull Campus
web page
bull Easy to keep a
record of the
news for future
reference
C bull Informal
interchanges
bull Telephone
bull Campus mail
bull Campus
mail
bull Work on campus
bull Do not have
Internet access at
home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Respondent
(a) Past Communications
(b) Most Effective
(c) Why
A
middot E-mail
middot Informal interchanges
middot Telephone
middot E-mail
middot News is communicated in almost ldquoreal timerdquo
B
middot E-mail
middot Student newspaper
middot Campus web page
middot E-mail
middot Campus web page
middot Easy to keep a record of the news for future reference
C
middot Informal interchanges
middot Telephone
middot Campus mail
middot Campus mail
middot Work on campus
middot Do not have Internet access at home
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-83
Other Methods for Business and Strategic StudiesUsing Secondary or Primary Data
1Case study2Decision tree analysis3Balanced score card4Delphi method (iterations of expert opinions)
1 Eg for sales forecast NPD5Simulation with DSS6Data mining7Etc
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups
Variations in Focus Groups
Variations in Focus Groups
Depth Interview Techniques Laddering (深度访谈)
Depth Interview Hidden Issue Questioning
Definition of Projective Techniques
Word Association
Word Association
Completion Techniques
Completion Techniques
Construction Techniques
A Cartoon Test
Expressive Techniques
Advantages of Projective Techniques
Disadvantages of Projective Techniques
Analysis of Qualitative Data
Slide Number 82
Slide Number 83
Slide Number 84
Copyright copy 2010 Pearson Education Inc publishing as Prentice Hall 5-84
Group Project 2(given your research topic and objectives)
1 What kind of research is your consulting project Exploratory descriptive or causal Or a combination of them
2 What kind of secondary data are available Can you name a few databases or research companies that provide the kind of data Are they useful Can you access them
3 If primary data are needed how you going to collect them and why
Slide Number 1
Research Design Definition
Components of a Research Design
A Classification of Marketing Research Designs
Exploratory amp Conclusive Research Differences
A Comparison of Basic Research Designs what Different types Effect on manipuations adddeleteincentive consumersales
Uses of Exploratory Research
Methods of Exploratory Research
Use of Descriptive Research
Methods of Descriptive Research
Cross-Sectional (slice of time) Designs
Consumption of Various Soft Drinks by Various Age Cohorts (xers yers milleniums)
Longitudinal Designs
Cross-Sectional vs Longitudinal
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Cross-Sectional Data May Not Show Change
Longitudinal Data May Show Substantial Change
Uses of Causal Research
Alternative Research Designs (depending on your topic state of knowledge amp objectives)
Potential Sources of Error in Research Designs (remember bad research)
Errors in Marketing Research
Errors in Marketing Research
Citicorp Banks on Exploratory Descriptive and Causal Research
Slide Number 24
Slide Number 25
Slide Number 26
Slide Number 27
Manipulation of Online Product Reviews
Marketing Research Proposal
The Greenfield of Online Research
Slide Number 31
Primary Vs Secondary Data
A Comparison of Primary amp Secondary Data
Uses of Secondary Data
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
Internal Secondary Data (Example proactive service)
Type of IndividualHousehold Level DataAvailable from Syndicated Firms
Type of IndividualHousehold Level Data Available from Syndicated Firms
A Classification of Published Secondary Sources (library government)
InfoUSA Here There Everywhere
A Classification of ComputerizedDatabases
Published External Secondary Sources
Classification of Computerized Databases
Syndicated Services
A Classification of Syndicated Services
Syndicated Services Consumers
Syndicated Services Institutions
Overview of Syndicated Services
Overview of Syndicated Services
Single-Source Data
A Classification of International Sources
Slide Number 53
A Classification of Marketing Research Data
Qualitative Vs Quantitative Research
A Classification of Qualitative Research Procedures
Characteristics of Focus Groups
Slide Number 58
Slide Number 59
Slide Number 60
FOCUS GROUP-PHOTOS SHARING
Slide Number 62
Slide Number 63
Key Qualifications of Focus Group Moderators
Key Qualifications of Focus Group Moderators
Procedure for Planning and Conducting Focus Groups