Marketing Research
Marketing
Marketing Research EXTRA SLIDES
Databases
Internal Databases
• Collected and related information developed
from data already in the firm
External Databases
• Outside sources of secondary information
Haskayne Library has over 50 business research databases
• Ex: ABI Inform, Lexis Nexis
Secondary Data - A Review
Existing statistics, information Gathered for another purpose Has positive and negative aspects develop an approach, less costly
• Strengths: defines the problem, helps to • Weaknesses: lack of relevance, inaccurate,
availability, questionable sources, outdated
The Right Research Design
Depends on the following factors:
• Nature of the problem
๏
Discovery and definition Inquiring, counting or testing Finite timelines and budgets In-house versus research provider Company culture and view of research
• Preciseness of research questions
๏
• Time and Money
๏
• Internal and External Resources
๏
• Management co-operation
๏
Question Types
Open-Ended Question An interview question that encourages an answer phrased in respondent’s own words. An interview question that asks the respondent to make a selection from a limited list of responses. A closed-ended question designed to measure the intensity of a respondent’s answer.
Closed-Ended Question
ScaledResponse Question
Questionnaire Design
Closed-ended and scaled-response questions are easier to tabulate than open-ended questions because response choices are fixed For example, suppose a food study asked this question:
• “Besides meat, which of the following items do you normally add to a
taco that you prepare at home?”
A varied selection is provided. But suppose a respondent answers by saying, “I usually add a green, avocado-tasting hot sauce” or “I cut up a mixture of lettuce and spinach.” How would you code the replies below ? As you can see, the questionnaire needs an “other” category.
Avocado Cheese (Monterey Jack/cheddar)
Marketing Research EXTRA SLIDES
Databases
Internal Databases
• Collected and related information developed
from data already in the firm
External Databases
• Outside sources of secondary information
Haskayne Library has over 50 business research databases
• Ex: ABI Inform, Lexis Nexis
Secondary Data - A Review
Existing statistics, information Gathered for another purpose Has positive and negative aspects develop an approach, less costly
• Strengths: defines the problem, helps to • Weaknesses: lack of relevance, inaccurate,
availability, questionable sources, outdated
The Right Research Design
Depends on the following factors:
• Nature of the problem
๏
Discovery and definition Inquiring, counting or testing Finite timelines and budgets In-house versus research provider Company culture and view of research
• Preciseness of research questions
๏
• Time and Money
๏
• Internal and External Resources
๏
• Management co-operation
๏
Question Types
Open-Ended Question An interview question that encourages an answer phrased in respondent’s own words. An interview question that asks the respondent to make a selection from a limited list of responses. A closed-ended question designed to measure the intensity of a respondent’s answer.
Closed-Ended Question
ScaledResponse Question
Questionnaire Design
Closed-ended and scaled-response questions are easier to tabulate than open-ended questions because response choices are fixed For example, suppose a food study asked this question:
• “Besides meat, which of the following items do you normally add to a
taco that you prepare at home?”
A varied selection is provided. But suppose a respondent answers by saying, “I usually add a green, avocado-tasting hot sauce” or “I cut up a mixture of lettuce and spinach.” How would you code the replies below ? As you can see, the questionnaire needs an “other” category.
Avocado Cheese (Monterey Jack/cheddar)