Transcript Slide 1

Research Design Types:
Exploratory and Secondary Data
Figure 1: Relationship among Research Designs
Descriptive Research
Exploratory Research
Causal Research
Figure 2: Types of Research Designs
Uses
Exploratory
Research
•Formulate problems more precisely
•Develop Hypotheses
•Establish priorities for research
•Eliminate impractical ideas
•Clarify concepts
Descriptive
Research
•Describe segment characteristics
•Estimate proportion of people
who behave in a certain way
•Make specific predictions
Causal
Research
•Provide evidence regarding causal
relationships by means of:
•Concomitant variation
•Time order in which variables occur
•Elimination other explanations
Types
•Literature search
•Experience survey
•Analysis of select cases
•Focus groups
•Interviews
•Projective tests
•Ethnographies
•Longitudinal study
•True panel
•Omnibus panel
•Sample Survey
•Laboratory experiment
•Field experiment
Literature Survey
• Conceptual Literature
• Trade Literature
• Published Statistics
Experience Surveys
• Interviews with knowledgeable people with
varying points of view
• Respondent freedom to choose factors to
be discussed
• Unstructured and informal
Focus Groups
• 8 to 12 people at one time
• Relatively homogenous groups
• Multiple groups to get heterogeneity in
perspective
• Moderator is key
• Allows group interaction
Analysis of Selected Cases
• Cases reflecting abrupt changes,
extremes of behavior and order in which
events occured over time
• Search for sharp contrast or striking
features
• Integration of information collected
Focus Groups and Depth Interviews
Focus Groups
•Group dynamics,
expect more creative
•Some probing
•Relatively inexpensive
•Ready industry
Interviews
•Qualitative
•Flexible
•Probing
•Richness of data
•Gets at the “Why”
of customers’
behaviors
•Generates ideas
•Clarifies other
project results
•Not influenced by others
•Max probing, great depth
•Expensive
•Time consuming
•Candid, sensitive topics
Unstructured Disguised Questionnaires
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Word Associations
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McDonald’s
Sears
Enron
AT&T
Coca-Cola
Microsoft
Nordstrom’s
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Hugh Grant
Madonna
Michael Jackson
George Clooney
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San Francisco
Mexico
Japan
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lawyers
accountants
marketers
consultants
Unstructured Disguised Questionnaires
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Sentence Completions
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“I think the Nike ads that say, ‘Just do it’ are...”
“I think Nike...”
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“When I feel a real need to treat myself, I...”
“If it’s lunchtime, and I have a choice between
McDonald’s, Burger King, and Wendy’s, I’ll choose
____ because...”
“My favorite restaurant is ____ because...”
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“I hate it when my HMO...”
Unstructured Disguised Questionnaires
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Story Telling
4) Cartoons work well
for Children
3) Write-in Dialogues
Data Collection:
Secondary Data
© 2005 Thomson/South-Western
Sources of Secondary Data
The Balancing Act with Secondary Data
*Inexpensive
*Can be Secured Quickly
*Unknown Accuracy
*Ill Fitting for the
Problem
Comparing Strengths and Weaknesses of Secondary and Primary Data
Secondary
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Dfn: data already exist
Exs: census, government,
Dun&B CDRoms, corporate
library, scanner data
(Nielsen, IRI)
+’s: quick, cheap, easy,
focuses research, can
answer Q, benchmark
-’s: doesn’t fit problem,
outdated
Primary
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Dfn: data you collect for
purpose at hand
Exs: focus group, survey,
interviews, telemarketing
+’s: tailored to needs,
current
-’s: takes time to collect,
expensive
***Their strengths and weaknesses are complementary!
So...any good research project should have both!
FIGURE 6: UNIVERSAL PRODUCT CODES (UPCs)
Number
System
Character
(0 Denotes
Grocery
Item)
0
37000
42125
5 Digits
Identify
Manufacturer
(e.g., Procter
& Gamble)
Number
System
Character
(3 Denotes
Drug Item)
Last Digits Identify
Specific Product (e.g.,
Duncan Hines Peanut
Butter Chocolate
Brownie Mix, 21.4 oz.)
3
N
0085 – 0147 - 03
5 Digits Identify
Manufacturer
(e.g., Schering
Corp.)
Last Digits Identify
Specific Product (e.g.,
Drixoral
Antihistamine/Nasal
Decongestant, 10
tablets)
Sample Scanner Data
X1
X1 = observation #,
X2 = household id #,
X3 = brand bought this purchase,
X4 = brand bought last purchase,
X5 = price per ounce of brand A,
X6 = ppoz of brand B,
X7 = ppoz of brand C,
X8 = ppoz of brand D,
X9 = 1 if brand bought was advertised
on tv last week,
X10 = 1 if brand bought was on display
in the grocer,
X11 = 1 if a coupon was used to
buy the brand,
X12 = total # purchases, this
household, duration of
this data set
109
110
111
112
113
114
115
116
117
118
119
120
121
122
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129
130
131
X2 X3X4 X5 X6 X7 X8
2212251
2212251
2212251
2212251
2212251
4412319
4412319
4412319
4412319
4412319
4412319
4412319
4412319
4412319
4142957
4142957
4142957
4142957
5281115
5281115
5281115
5281115
5281115
A - .53 .59 .62 .51
C A .63 .51 .66 .50
B C .57 .60 .56 .45
A B .55 .54 .42 .41
A A .56 .54 .56 .49
D - .55 .53 .51 .48
B D .53 .55 .52 .50
C B .44 .50 .46 .51
B C .61 .40 .65 .50
C B .54 .59 .60 .51
C C .56 .56 .46 .50
B C .56 .54 .41 .49
A B .55 .55 .52 .48
C A .55 .54 .71 .50
C - .55 .53 .45 .50
B C .53 .53 .52 .50
C B .54 .50 .55 .51
B C .51 .51 .53 .49
B - .55 .50 .64 .48
A B .49 .54 .46 .45
B A .60 .48 .61 .52
B B .56 .52 .42 .50
B B .55 .52 .56 .50
X9 X10 X11 X12
1
0
0
1
0
0
0
0
0
0
0
0
1
0
0
0
0
0
0
1
0
0
0
0 0 5
0 0 5
1 0 5
0 0 5
0 0 5
0 0 9
1 0 9
0 0 9
1 0 9
1 0 9
0 0 9
1 0 9
0 0 9
0 0 9
1 1 4
1 0 4
0 1 4
1 1 4
1 0 5
0 0 5
1 0 5
1 1 5
0 0 5
Media Related Standardized
Sources
Nielsen Television Index (NTI)
– National T.V. audiences
Arbitron Diary Panel
– Both regional and national radio and TV panels
Starch Scores
– Print media
Multi Media Services
– Magazine,
Service)
TV,
newspaper,
radio
(Simmons
Nielsen Television Index (NTI)
• Rating – Percent of all households that have at least one TV set
turned to a program for at least 6 of every 15 minutes that the
program is telecast
• Share – Percent of households that have a TV set that is tuned
to a specific program at a specific time
CPM =
Cost of a commercial
Number of target audience delivered
A Nielsen viewing diary
Applications of Secondary Data
• Demand Estimation
• Monitoring the Environment
• Segmentation and Targeting
• Developing a Business Intelligence
System
What information sources and
data collection methods will you
use?
Exercises
Research Purposes
• A company considering to introduse a new
product: i.e. “erasable transparency”
• A manufacturer of “specialty lamps” getting
orders from foreign firms and considering to
enter one of the countries
• A supermarket chain has to decide whether
to add a new product line: i.e.”gourmet
frozen food”