1. 2.06Understand data-collectionmethods to evaluate theirappropriateness for theresearch problem/issue

2. Primary Data: Data obtained for the first timeand used specifically for the particularproblem or issue under study Secondary Data: Data that has already beencollected for some purpose other than thecurrent study Secondary data is less expensive to collectthan primary data It is most effective for companies to decidewhat secondary data it will use beforecollecting primary data. 3. Methods of collecting primarydata1. Survey method a research technique in which information isgathered from people through the use of surveys or questionnaires.Surveyors usually use a sample of the entire target population to getresults Personal interview involves questioning people face-to-face.Often conducted in central locations. Advantage: People arelikely to respond. Disadvantage: Costly Focus group interview- involves eight to twelve people who arebrought together to evaluate a product, design, or strategyunder the direction of a skilled moderator Telephone interview quick, efficient, and relativelyinexpensive. Disadvantage: some people are unwilling toparticipate Mail survey relatively inexpensive way to reach a largeaudience. Respondents are generally honest and find this typeof survey less intrusive. Disadvantage: return rate for mail surveysis only 10%. Internet survey includes wide-open polls, anybody-can-answerpolls, invitation-only surveys, password protected research sites,and Internet based panels. 4. Methods of collecting primarydata2. Observation method a research technique inwhich the actions of people are watched andrecorded either by cameras or observers. Mystery shopper a researcher who poses as acustomer Point-of-sale research a research techniquethat combines natural observation with personalinterviews to get people to explain buyingbehavior3. Experimental method a research technique inwhich a researcher observes the results of changingone or more marketing variables while keepingcertain other variables constant under controlledconditions. Often used to test new package designs,media usage, and new promotions. 5. The Marketing Survey Businesses need valid and reliable data to make gooddecisions. Marketing researchers need to know how to constructsurvey instruments that provide the necessaryinformation to assist in the decision-making process. Reliability exists when a research technique producesnearly identical results in repeated trials. Validity- exists when the questions asked measure whatwas intended to be measured Questions can be either Open-ended or Forced-choice Open-ended questions ask respondents to constructtheir own response to a question.Example: How can we serve you better? Forced-choice questions ask respondents to chooseanswers from possibilities given. These are the simplestquestions to write and the easiest to tabulate. Can be multiple-choice questions, rating or rankingscales, and level of agreement scales. 6. The Marketing Survey Yes/No Questions: Only gives two options, shouldonly be used when asking for a response on oneissue. Multiple-choice Questions: Gives the respondentseveral choices, important that the options aremade comprehensive enough to include everypossible response. Usually includes an otheroption. Rating Scale Questions: Variety of questions usedsuch as very satisfied to very dissatisfied, orexcellent to poor. Level of Agreement Questions: Used to assessattitudes or opinions. Commonly used options:strongly agree (SA), agree (A), neutral (N), disagree(D), and strongly disagree (SD). 7. Basic Guidelines for WritingQuestions Shouldbe written clearly Should be as brief as possible Do not ask leading questions which suggest acorrect answer Avoid bias Avoid questions that might cause a respondentto guess at the meaning of your question. Pretest allows for correction of any misleadingquestions, directions, or problems 8. Formatting Surveys Need excellent visual appearance and design toappeal to respondents. Use dark ink on light paper (Contrast) Use type that is easy to read Shade sections for contrast Use arrows to lead the reader Use section headers or numbers on individual surveysections Number the questions Directions for completion must be clear Use a variety of question types (All answers should not beyes) Group demographic questions about gender, age,ethnic background, and education, etc. at the end ofthe questionnaire.