MODULE 4

Data Collection

Primary Data & Secondary Data

Primary vs. Secondary Data

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 Secondary data are data which have already been collected for purposes other than the problem at hand. These data can be located quickly and inexpensively.

A Comparison of Primary & Secondary Data

Primary Data Collection purpose Collection process Collection cost Collection time For the problem at hand Very involved High Long Secondary Data For other problems Rapid & easy Relatively low Short

 Better define the problem Develop an approach to the problem Formulate an appropriate research design (for example, by identifying the key variables) Answer certain research questions and test some hypotheses Interpret primary data more insightfully

Uses the problem of Secondary Data Identify

Criteria for Evaluating Secondary Data

Criteria Issues Remarks Data should be reliable, valid, & generalizable to the problem. Assess accuracy by comparing data from different sources. Census data are updated by syndicated firms. The objective determines the relevance of data. Reconfigure the data to increase their usefulness.

Specifications & Methodology

Error & Accuracy

Data collection method, response rate, quality & analysis of data, sampling technique & size, questionnaire design, fieldwork. Examine errors in approach, research design, sampling, data collection & analysis, & reporting.
Time lag between collection & publication, frequency of updates. Why were the data collected?

Currency Objective Nature

Dependability

Definition of key variables, units of measurement, categories used, relationships Data should be obtained from an original source. examined. Expertise, credibility, reputation, & trustworthiness of the source.

A Classification of Secondary Data

Secondary Data

Internal

External

Ready to Use

Requires Further Published Processing Materials

Computerized Databases

Syndicated Services

Internal Secondary Data

Sales were analyzed to obtain: Sales by product line Sales by major department (e.g., men's wear, womens wear, children's wear etc..) Sales by specific stores Sales by geographical region Sales by cash versus credit purchases Sales in specific time periods Sales by size of purchase

A Classification of Published Secondary Sources

Published Secondary Data

General Business Sources

Government Sources

Guides
Guides are source for: directories, trade associations, trade publications Ex:Bus. nforn.Sorces (bis), encyclopeida of BIS, Data srces for Bus& Mkt analysis. Amcn Mktg Asson Bibliography series.

Directories
Doctors. Advocates, yellow pages,etc..

Indexes
Helpful in locating information on a particular topic in several different publications

Statistical Data (indiastate.com)

Census Data

Other Government Publications (bdget,

economic sury.,RBI,CMIE, Inftn,empmnt,sensex)

A Classification of Computerized Databases

Computerized Databases

Online

(Req. TC N/w to access)

Internet

Off-Line

Bibliographic Databases (composed of

citations to articles in jornls,magz, tech reprt. Proquest.com)

Numeric D Bases (Databases(bdget,

economic sury.,RBI,CMIE, Inftn,empmnt,sensex) (Num and statistical information)

Full-Text Databases Directory (absqo,proquest,sciencedirect,emerald,inders cience.etc) Databases

Assocem,CII,Nascom, (yellowpages, M-D-R

SpecialPurpose Databases
Prft impact of Mkt Strtegis- 250 cop-20,000 businesess, Strgic Plng Intt. In Camb machsetts)

Syndicated Services
Companies that collect and sell common pools of data of known commercial value designed to serve a number of clients. Syndicated sources can be classified based on the unit of measurement (households/consumers or institutions). Household/consumer data may be obtained from surveys, diary panels, or electronic scanner services. Institutional data may be obtained from retailers, wholesalers, or industrial firms.

A Classification of Syndicated Services

Unit of Measurement

Households/ Consumers

Institutions

Syndicated Services: Consumers

Households / Consumers

Panels Electronic scanner services

Purchase

Media

Surveys

Volume Tracking Data

Scanner Diary Panels

Scanner Diary Panels with Cable TV

Psychographic & Lifestyles

General

Advertising Evaluation

Type of Individual/Household Level Data Available from Syndicated Firms

I. Demographic Data - Identification (name, address, telephone) - 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

Type of Individual/Household 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 & Bradstreet and American Business Information which collect demographic data on businesses.

Psychographics: - Quantified psychological profile of individuals. - Refers to psychological profile of individuals. - Refers to psychological based measures of life style.

Life Style: A distinctive pattern of living that is described by the activities people engage in, the interest they have and opinion they hold of themselves and the world around them (AIO).

Syndicated Services: Institutions

Institutions

Retailers

Wholesalers

Industrial firms

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Overview of Syndicated Services

Type
Surveys

Characteristics Advantages

Disadvantages Uses
Market segmentation, advertising theme selection and advertising effectiveness Forecasting sales, market share and trends; establishing consumer profiles, brand loyalty and switching; evaluating test markets, advertising, and distribution Establishing advertising rates; selecting media program or air time; establishing viewer profiles

Surveys conducted at Most flexible way of Interviewer errors; regular intervals obtaining data; respondent errors information on underlying motives

Purchase Panels

Households provide specific information regularly over an extended period of time; respondent asked to record specific behaviors as they occur Electronic devices automatically recording behavior, supplemented by a diary

Recorded purchase behavior can be linked to the demographic/ psychographic characteristics

Lack of representativeness; response bias; maturation

Media Panels

Same as purchase panel

Same as purchase panel

Overview of Syndicated Services

Type
Scanner Volume Tracking Data

Characteristics
Household purchases are recorded through electronic scanners in supermarkets

Advantages

Disadvantages

Scanner Diary Panels Scanner panels of with Cable TV households that subscribe to cable TV

Data reflect actual Data may not be purchases; timely data, representative; errors in less expensive recording purchases; difficult to link purchases to elements of marketing mix other than price Data reflect actual Data may not be purchases; sample representative; quality control; ability to link of data limited panel data to household characteristics

Exploratory Research Design: Qualitative Research

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Qualitative vs. Quantitative Research

Qualitative Research Objective Quantitative Research To gain a qualitative To quantify the data and generalize understanding of the underlying the results from the sample to the reasons and motivations population of interest Small number of nonrepresentative cases Unstructured Data Collection Data Analysis Outcome Non-statistical Large number of representative cases Structured Statistical

Sample

Develop an initial understanding Recommend a final course of action

A Classification of Qualitative Research Procedures

Qualitative Research Procedures

Direct (Non disguised)

(Purpose is told to the respondent)

Indirect (Disguised)

Focus Groups

Depth Interviews

Projective Techniques

Association Techniques

Completion Techniques

Construction Techniques

Expressive Techniques

Characteristics of Focus Groups

(Attitude ,Belief, Views, Opinion, Behavior, Motivation level, feelings, etc)

Group Size Group Composition Physical Setting

Time Duration
Recording

Moderator

Key Qualifications of Focus Group Moderators

1. Kindness with firmness: The detachment with understanding necessary interaction. moderator empathy must combine a disciplined so as to generate the

2. Permissiveness:
3. Involvement: 4. Incomplete understanding: The moderator must encourage respondents . 5. Encouragement: 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 ( Turing point ) as well as emotional ( Salam Zindagi) level.

Variations in Focus Groups

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. Dual-moderator group. (Netaji Kahin) 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. Dueling-moderator group. (Debates) There are two moderators, but they deliberately take opposite positions on the issues to be discussed.

Variations in Focus Groups

Respondent-moderator group. The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics (PM,CM). Mini groups. These groups consist of a moderator and only 4 or 5 respondents. Tele-session groups. Focus group sessions by phone using the conference call technique. Online Focus groups. Focus groups conducted online over the Internet.

Advantages of Focus Groups

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Synergism Snowballing Stimulation Security Spontaneity Serendipity Specialization Scientific scrutiny Structure Speed

Disadvantages of Focus Groups

1. 2. 3. 4. 5. Misuse Misjudge Moderation Messy Misrepresentation

Exploratory Research: Qualitative Research

A Classification of Qualitative Research Procedures

Qualitative Research Procedures

Direct (Non disguised)

Indirect (Disguised)

Depth interview

Depth Interview Techniques: Laddering

In laddering, the line of questioning proceeds from product characteristics to user characteristics. This technique allows the researcher to tap into the consumer's network of meanings.

Depth Interview Techniques: Hidden Issue Questioning

In hidden issue questioning, the focus is not on socially shared values but rather on personal sore spots; not on general lifestyles but on deeply felt personal concerns.

Depth Interview Techniques: Symbolic Analysis

Symbolic analysis attempts to analyze the symbolic meaning of objects by comparing them with their opposites. The logical opposites of a product that are investigated are: non-usage of the product, attributes of an imaginary non-product, and opposite types of products. What would it be like if you could no longer use airplanes? Without planes, I would have to rely on email, letters and long distance calls.

Airlines sell to the managers face-to-face communication.

Exploratory Research: Qualitative Research

A Classification of Qualitative Research Procedures

Qualitative Research Procedures

Direct (Non disguised)

Indirect (Disguised) Projective Technique

Definition of Projective Techniques

An unstructured, indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes or feelings regarding the issues of concern. In projective techniques, respondents are asked to interpret the behavior of others. In interpreting the behavior of others, respondents indirectly project their own motivations, beliefs, attitudes, or feelings into the situation.

Projective Technique
Association Techniques Completion Techniques Construction Techniques Expressive Techniques

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.

Association Technique: Word Association

STIMULUS
Diwali (Light, Sweets)

Career Wash day Family

(MBA, Career advancement) (Everyday ,Sunday) (Happiness , Children)

Anjali Sharma (KKHH)

bubbles (Bath , Soap and water )

Completion Techniques

Sentence completion

Story completion

Paragraph completion

Completion Techniques
1.Sentence completion: A person who shops at Reliance Fresh is_________________ I use Colgate because _________________________

2.Paragraph Completion:

3.Story completion:

Construction Techniques
With a picture response, the respondents are asked to describe a series of pictures of ordinary as well as unusual events. The respondent's interpretation of the pictures gives indications of that individual's personality.

In cartoon tests, cartoon characters are shown in a specific situation related to the problem. The respondents are asked to indicate what one cartoon character might say in response to the comments of another character. Cartoon tests are simpler to administer and analyze than picture response techniques.

A Cartoon Test Reliance Fresh

Lets see if we can pick up some Children's wear at Pantaloons

Expressive Techniques
In expressive techniques, respondents are presented with a verbal or visual situation and asked to relate the feelings and attitudes of other people to the situation. Role playing : Director, CM,PM.

Third-person technique : Are you afraid to fly. Do you think your neighbor afraid to fly.

Advantages of Projective Techniques

They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study. Helpful when the issues to be addressed are personal, sensitive, or subject to strong social norms.

Helpful when underlying motivations, beliefs, and attitudes are operating at a subconscious level.

Disadvantages of Projective Techniques

Suffer from many of the disadvantages of unstructured direct techniques, but to a greater extent. Require highly trained interviewers. Skilled interpreters are also required to analyze the responses. There is a serious risk of interpretation bias. They tend to be expensive.

Guidelines for Using Projective Techniques

Projective techniques should be used because the required information cannot be accurately obtained by direct methods. Projective techniques should be used for exploratory research to gain initial insights and understanding. Given their complexity, projective techniques should not be used naively.

Comparison of Focus Groups, Depth Interviews, and Projective Techniques

Criteria
1. Degree of Structure 2. Probing of individual respondents 3. Moderator bias 4. Interpretation bias 5. Uncovering subconscious information 6. Discovering innovative information 7. Obtaining sensitive information 8. Involve unusual behavior or questioning 9. Overall usefulness

Focus Groups
Relatively high Low Relatively medium Relatively low Low

Depth Interviews
Relatively medium High Relatively high Relatively medium Medium to high

Projective Techniques
Relatively low Medium Low to high Relatively high High

High Low No Highly useful

Medium Medium To a limited extent Useful

Low High Yes Somewhat useful

Advantages of Online Focus Groups

Geographical constraints are removed and time constraints are lessened. Unique opportunity to re-contact group participants at a later date.

Can recruit people not interested in traditional focus groups: doctors, lawyers, etc.
Moderators can carry on side conversations with individual respondents. There is no travel, video taping, or facilities to arrange; so the cost is much lower.

Disadvantages of Online Focus Groups

Only people that have access to the Internet can participate. Verifying that a respondent is a member of a target group is difficult. There is lack of general control over the respondent's environment.

Only audio and visual stimuli can be tested. Products can not be touched (e.g., clothing) or smelled (e.g., perfumes).