4.06 Understand data-collection methods to evaluate their
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Transcript 4.06 Understand data-collection methods to evaluate their
4.12 UNDERSTAND DATA-COLLECTION
METHODS TO EVALUATE THEIR
APPROPRIATENESS FOR THE RESEARCH
PROBLEM/ISSUE.
4.00 Understand promotion and intermediate
uses of marketing-information
DATA COLLECTION
Explain reasons for having a variety of datacollection methods.
Some people are more likely to respond to specific
formats
Some formats allow more in-depth questioning
Describe forms of quantitative data collection
(e.g., surveys, tracking, experiments).
Quantitative means we can count the results
Quantitative inquiries use numerical and statistical
processes to answer specific questions.
DATA COLLECTION
Describe forms of qualitative data collection (e.g.,
personal interviews, focus groups, observational
research).
Looking for opinions, judgment, feelings
Explain limitations associated with qualitative
research.
Qualitative is based on feelings and interpretations
While numbers can be assigned, they tend to be
estimates
DATA COLLECTION
Explain advantages/disadvantages with using
observational techniques to collect marketing data.
Advantages (A): Limits introduction of bias, customer isn’t
being interfered with by the observer
Disadvantages (D): The observer doesn’t know why the
customer has made the choice, no option for clarification
Describe advantages/disadvantages associated with
using mail techniques to collect marketing data.
A: Cheap, cover lots of customers, can be thorough
D: Poor return rate, customer can’t ask for clarification
Discuss advantages/disadvantages associated with
using telephone data-collection methods.
A: Cheap, can ask for clarification to an answer
D: People often won’t participate, can’t read body language
DATA COLLECTION
Describe ways to use the Internet to collect data.
Online surveys (send the customer a link)
Simulations (where the customer plays a game or
works through a simulation)
Explain advantages/disadvantages associated
with using the Internet as a data-collection
method.
A: Engaging surveys (color, motion, video), online
surveys eliminate interviewer bias or error
D: Impersonal, can’t ready body language
DATA COLLECTION
Describe advantages/disadvantages of using
discussion groups to collect data.
A: Multiple opinions can be collected at once,
simultaneously test individual thoughts and group
opinions
D: The group can influence the opinions and answers
of individuals
DATA COLLECTION
Discuss advantages/disadvantages associated
with using interviews to collect data.
A: Can clarify questions, read body language
D: Might influence the responder, time pressure
Explain advantages/disadvantages associated
with using scanners to collect data.
A: Quick tabulation of responses, limited chance for
transcription errors
D: Answers are limited to pre-selected options, missmarked responses