Beruflich Dokumente
Kultur Dokumente
Secondary Data
Meaning Data that have already been collected for a purpose other than the problem at hand. Not Original in character but rather obtained form published/ unpublished sources
External
Published Materials
Computerized Database
Syndicated Services
Business Sources
Online
Internet
Consumers
Institutions
Suveys
Retailers
Audits Wholesalers
Audits Panels Industrial Firms Purchase Direct Enquiries Media Clipping Services Electronic Scanner Services Corporate Reports Volume Tracking Data Scanner Diary Panels
Secondary Data
Classification of Secondary Data Internal Data
Accounting Records:Sales records/invoices/Profits/Losses/Expenditure Sales Force Reports:Information given by the Sales People Miscellaneous Reports:Research reports on Mktg. Problems/Special Audits etc.
This includes Publicly circulated reports of Individual Projects.It is the work of the originators who clearly seek to expose their work to significant part of public. They publish a lot of information in the form of books, periodicals, journals, newspapers, magazines and trade literature.This information can be located by using guides,directories and indexes.
Guides
A guide may help to identify other important sources such as directories,trade associations and trade publications.They are the first that the researcher should consult.
Guides:
Encyclopedia of Business Information Sources Directories: Encyclopedia of Associations Indexes: Business Index Non Govt statistical: Guide to Consumer Markets
Directories
Directories are helpful for identifying individuals or organizations that collect specific data.
Indexes
It is possible to locate information on a particular topic in several different publications by using an index. Indexes greatly facilitate a directed search of the relevant literature.
Census: -U.S. Bureau of Census -Census of Population, Census of Manufacturers /Retail/ Service Industry/wholesale Trade. Others: Business America,Business Conditions digest,Business Statistics etc.
The U.S. Bureau of Census is the worlds largest source of statistical data The major uses of census data are in sales forecasting,development of market potentials etc. The quality of census data is high and the data are often extremely detailed.
Also the Government collects and publishes a great deal of statistical data.
Computerized Databases
Databases as classified as organized collections of information on a particular subject area. Databases may be in the form of either Online Databases,Internet Databases or Offline Databases. These may be further classified as : Bibliographic Databases:Online Bibliographies or Indexes and abstracts of books,journals and reports. Numeric: Databases include numerical and statistical information. Full Text: The entire text of articles, reports or other statistical data. Directory Databases:Online list of name,service or companies. Special Purpose
Bibliographic:
www.proquest.com Full Text:: www.lexisnexis.com Directory Databases: www.yellowpages.com
Syndicated Sources
Syndicated Sources also referred to as syndicated services are companies that collect and sell common pools of common data of known commercial value. Not collected for MR Problems but can be personalized to fit particular needs
Psychographic Lifestyles:
www.yankelovich.com www.roperasw.com General Surveys: www.harrisintercative.com
Advertising Evaluation The purpose of advertising evaluation survey is to asses the effectiveness of advertising using print and broadcast media General Surveys Surveys for a variety of other purposes of purchase and consumption behavior.
Panels
Panels are samples of people who provide information at regular intervals. Panels now are online and the behavior is recorded electronically Purchase Panels:Here respondents record their purchases of a variety of different products. Media Panels:A data gathering technique that is comprised of samples of respondents whose television viewing behavior is automatically recorded by electronic devices.People Meter
Purchase Panels:
NPD Group: www.npd.com Media Panels: Nielsen Television Index: www.nielsenmedia.com Net Ratings Inc: www.netratings.com
Scanner Panels:Each household member is given an ID Card that can be read by the electronic scanner at the cash register.In a way identity is linked to products purchased as well as other details. Scanner Panels with Cable TV:The combination of a scanner panel with manipulations of the advertising that is being broadcast by cable television companies
Industry Services
Industry Services provide syndicated data about industrial firms,businesses and other institutions
SURVEY
OBSERVATION
OBSERVATION
Observation
Meaning
The recording of behavioral patterns of people,objects and events in a systematic manner to obtain information about the phenomena of interest rather than asking for information.
Observation
Methods of Observation
Structured-Unstructured Observation Disguised-Undisguised Observation Natural -Contrived Observation Direct-Indirect Observation Human-Mechanical Observation
Observation
Structured-Unstructured Observation Structured: Observation techniques where the researcher clearly defines the behavior to be observed and the methods by which they will be measured.eg.Audit
For Conclusivey Research
Unstructured: Observation that involves a research monitoring all aspects of phenomena without specifying details in advance.
For Exploratory Research
Observation
Disguised-Undisguised Observation
Indirect-Direct Observation
Disguised: Respondents are unaware of the respondents. Undisguised: Respondents are aware of the respondents. Natural: Observing behavior as it takes place in the environment Contrived: The behavior is observed in an artificial environment.
Natural-Contrived Observation
Observation
Direct-Indirect Direct: The behavior of a person or the event is observed as it occurs. The observer Observation does not attempt to control or manipulate the phenomena being observed. It merely records what takes place. Indirect: Indirect Observation implies that some record of past behavior is observed. The behavior itself is not observed rather its effects are observed. An observer generally looks for physical traces of behavior or occurrence of an event.
Observation
Human-Mechanical Observation Human: Trained observers are required to observe and faithfully record their observations. Mechanical: An observational research strategy in which mechanical devices rather than human observers record the phenomena being observed.
Observation
Audimeter/People Meter Attached to television sets to record what channel is turned & who is watching it. Measures changes in the diameter of the pupils of respondent eyes. Measures gavanic skin response(GSR) changes in the electrical resistance linked with perspiration. Measures emotional reactions through changes in the respondents voice . The amount of time it takes to respond. Monitors eye movements.
Pupilometers Psychogalvanometer
Observation
+ Actual Behavior measurement No Interviewer Bias Certain types of data can be collected only be observation Reasons for behavior measurement is unknown Researchers perception can be bias Time consuming
SURVEY
Disadvantages Unwillingness of Respondents to provide information Inability of respondents to provide information Influence of Questioning Process
Structured, Disguised
Standardized Objective is not Clear Attitude Measurement
Survey Methods
Telephone interviewing
Personal Interviewing
Mail Interviewing
Electronic Interviewing
Email Internet
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Questionnaire Construction Procedure
Precode Questionnaires
Pretest
Does the respondent have the information requested Within the respondents experience?
7. Precode Questionnaire
Precoding refers to coding the questionnaire in a a format such that processing on to the computer becomes convenient.
9. Pretest
Revision and final Draft
Attitude Measurement
Meaning
Attitude is referred to as: State of the mind of the individual towards a value Attitude is the predisposition of the individual to evaluate some symbol or objector aspect of his world in a favorable or unfavorable manner. Researchers place heavy emphasis on measurement of primary attitudes. These primary attitudes may include: customers attitudes employees attitudes businessman attitudes
Attitude Measurement
Specific Methods of measuring Attitudes:
Non Disguised,Non structured Techniques Disguised,Non Structured
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Subjective Measurement
Objective Measurement
This is the quantification method of measuring attitudes and is undertaken using the process of Measurement & Scaling. These results are comparable as to a scale or a yardstick.
Measurement
Assignment of numbers or other symbols to characteristics of objects according to certain prespecified rules.
Scaling
An extension of measurement The generation upon a continuum upon which measured objects are located.
Scales of Measurement
Numbers serve as labels to identify person,objects or events In a nominal scale the only operation involved is counting of numbers in each group. Do not reflect any characteristic possessed by the object.
Nominal Scale
Which of the following media influences your purchasing decisions the most?
1 Television
2 Radio 3 Newspapers 4 Magazines
As the name implies are ranking scales Classifies nominal data according to some order or rank Characteristic of a nominal scale+Characteristics of an object. A ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed. Can determine More or Less of a characteristic but cannot indicate amount of differences.
Examples
If people were asked to rate the hotness of 3 chili peppers, a scale of "hot", "hotter" and "hottest" could be used. Values of "1" for "hot", "2" for "hotter" and "3" for "hottest" could be assigned. The gap between the items is unspecified
Examples
.Names ordered alphabetically Womens dress sizes Small medium large Quality Please rank the news programs offered in following four networks based on your preference.(1 for most preferred, 4 for least preferred). _____ CTV _____ Global _____ A Channel _____ CBC
4.Love-III
5. Furyk 6. Weir 7.Toms 8.Perry 9. Harrington 10. Goosen As of Oct 19, 2003
7.96
7.57 7.46 5.92 5.68 5.37 5.18
Scales of Measurement Interval Scale Nominal scale+Ordinal Scale+Determination of equality of differences. A scale in which the numbers are used to rate the objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured.
Interval Scale
Assumes that the measurements are made in equal units. Gaps between whole numbers on the scale are equal. e.g. Fahrenheit and Celsius temperature scales An interval scale does not have to have a true zero. e.g. A temperature of "zero" does not mean that there is no temperature...it is just an arbitrary zero point. Permissible statistics: count/frequencies, mode, median, mean, standard deviation
Similar to interval scales except that the ratio scale has a true zero value. Allows you to compare differences between numbers. Indicates actual amount of variable Shows magnitude of differences between points on scale Shows proportions of differences All statistical techniques useable Most powerful with most meaningful answers Allows comparisons of absolute magnitudes
6
5 4 3 2 1
Market share
1. What is your annual income before taxes? $ _______ 2. How far is your workplace from home? _______ miles
Nominal
81
Ordinal
Third Place
Second Place
First Place
Interval
8.2
9.1
9.6
Ratio
15.2
14.1
13.4
Comparison of Measurement Scales Label Order Distance Origin Nominal scale Yes No No No Ordinal scale Interval scale Ratio scale Yes Yes Yes Yes Yes Yes No Yes Yes No No Yes
Scaling Techniques
Comparitive Scales
Paired Comparison
Rank Order
Constant Sum Likert Q-Sort and other Procedures Semantic Diifferential Stapel
SCALING TECHNIQUES
COMPARATIVE SCALES
NONCOMPARATIVE SCALES
COMPARITIVE SCALES 1. Paired Comparison Scaling As the name implies in paired comparison scaling a respondent is presented with two objects and asked to select according to a criterion. If the no. of comparisons may increase, we may use [N(N-1)/2]
Examples: If we have brands A, B, C and D, we would have respondents compare 6options: A and B A and C A and D B and C B and D C and D
Examples: Please indicate which of the following airlines you prefer by circling your more preferred airline in each pair: Air India British Airways Singapore Airlines Jet Air India Singapore Airlines Jet Air India Jet British Airways Singapore Airlines British Airways
COMPARITIVE SCALES 2. Rank Order Scaling Here respondents are presented with several objects simultaneously and asked to rank them according to a criterion.
Examples: Rank the following soft-drinks from 1 (best) to 5 (worst) according to your taste preference:
Coca-Cola
7-Up Dr. Pepper Pepsi-Cola Mountain Dew
_____
_____ _____ _____ _____
Examples: Indicate your preferred type of music with a 1, your second favorite with a 2, and so on for each type of music: ____ Heavy Metal ____ Alternative ____ Urban Contemporary ____ Classical ____ Country
COMPARITIVE SCALES 3. Constant Sum Scales This method forces the respondent to rate the attributes on the basis of their relative importance. It requires the respondent to divide a constant sum among two or more objects or attributes so as to reflect respondents relative preferences for each project
Allocate a total of 100 points among the following soft-drinks depending on how favorable you feel toward each; the more highly you think of each soft-drink, the more points you should allocate to it. (Please check that the allocated points add to 100.) Coca-Cola 7-Up Dr. Pepper Tab Pepsi-Cola _____ _____ _____ _____ _____ points points points points points
100
points
Examples:
Please divide 100 points among the following characteristics so the division reflects the relative importance of each characteristic to you in the selection of a bank Hours of service Friendliness Distance from home ________________ _______________ ________________
Investment vehicles
Parking facilities
________________
__________________
COMPARITIVE SCALES 3. Q-Sort and other Procedures This method uses a rank order procedure in which objects are sorted into piles based on similarity with respect to some criterion.
NON COMPARITIVE SCALES 1.Continuos Rating Scales Graphic Rating Scale Here respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other. Here respondents are asked to rate themselves, a product,a company or a concept by checking the point. The lines may be vertical or horizontal Scale points in the form of numbers or brief descriptions may be provided.
Examples:
How would you rate Marketing Research to other courses this term
The worst
The Best
10 20 30 40 50 60 70 80 90 100
In a survey of a restaurant,respondents were given the following task: Excellent Good Average Poor Worst
NON COMPARITIVE SCALES 2.Itemized Rating Scales Likert Scales A measurement scale with five response categories ranging from strongly disagree to strongly agree which requires the respondent to indicate a degree of agreement or disagreement with each of a series of statements related to the stimulus objects.
Likert Scales
Strongly disagree Market research is the most interesting subject known to man 1 2 Disagree Neither agree nor disagree 3 4 Agree Strongly agree 5
NON COMPARITIVE SCALES 2.Itemized Rating Scales Semantic Differential A seven point rating scale with end points associated with bipolar labels that have a semantic meaning.
Expensive
Useful
X
X
Inexpensive
Useless
Strong
Quick X
Weak
Slow
Semantic Differential
Here are a number of statements that could be used to describe Big-Bazar. For each statement tick ( X ) the box that best describes your feelings about Big-Bazar.
Low prices
Friendly staff Wide product range Sophisticated customers
X X
High prices
Unfriendly staff Narrow product range Unsophisticated customers
Key :
Big-Bazar
X
Sabka Bazar
NON COMPARITIVE SCALES 2.Itemized Rating Scales Stapel Scale A scale for measuring attitudes that consists of a single adjective in the middle of an even numbered range of values from -5 to +5 without a neutral point zero. It is usually presented vertically
Stapel Scale
+5 +4 +3 +2 +1 High quality -1 -2 -3 -4 -5
+5 +4 +3 +2 +1 Poor service -1 -2 -3 -4 -5
+3 +2 +1 Wide Selection -1 -2 -3
_____
_____ Poor _____
_____
_____ _____ _____ _____ _____ _____
Poor
Unbalanced Excellent Very Good Good ______ Fair ______ ______ ______
Poor ______
Odd Strongly Agree Agree Neutral Disagree _____ _____ _____ _____
Forced
Extremely Reliable Very Reliable Somewhat Reliable ___ ___ ___
Unforced
Extremely Reliable Very Reliable Somewhat Reliable ___ ___ ___
Somewhat Unreliable
Very Unreliable Extremely Unreliable
___
___ ___
Somewhat Unreliable
Very Unreliable Extremely Unreliable Dont know
___
___ ___ ___
Verbal Description
Scale categories may have verbal,numerical,or even pictorial descriptions and to decide to do it to a few or to all.
Physical Form
Scales can be presented vertically or horizontally.Categories can be expressed by boxes,discrete lines or units on a continuum.Several variations can be brought about.
SAMPLING
Sampling Methods