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
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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
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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.
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DATA COLLECTION
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Describe forms of qualitative data collection (e.g.,
personal interviews, focus groups, observational
research).
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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
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DATA COLLECTION
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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
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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
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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
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DATA COLLECTION
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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)
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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
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DATA COLLECTION
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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
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DATA COLLECTION
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Discuss advantages/disadvantages associated
with using interviews to collect data.
A: Can clarify questions, read body language
 D: Might influence the responder, time pressure
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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
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