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Primary Data: The Basics Jeremy Kees, Ph.D. Stages in the Research Process Formulate Problem Determine Research Design Design Data Collection Method and Forms Design Sample and Collect Data Analyze and Interpret the Data Prepare the Research Report Primary Data: Overview • Types of Primary Data: – – – – – – – Demographic / Socioeconomic Characteristics Psychological / Lifestyle Characteristics Attitudes / Opinions Awareness / Knowledge Intentions Motivation Behavior • What, how much, where, when, how, who • Purchase behavior vs. use behavior • E.g., --- basic hierarchy of effects models Primary Data: Overview • Qualities of Primary Data: – Versatility – Can be obtained quickly – Data quality: objectivity and accuracy Primary Data: Overview • Two Classes of Primary Data – Observation – Communication Decisions, Decisions Communication Degree of Structure Structured Unstructured Degree of Disguise Degree of Structure Disguised Undisguised Personal Interview Telephone Interview Mail Questionnaire Structured Unstructured Degree of Disguise Disguised Undisguised Method of Administration Observation Setting Method of Administration Natural Contrived Human Mechanical Structure and Disguise Decisions Structured Unstructured Undisguised Typical Questionnaire Interviews (very frequently used) Open-Ended Questions Disguised least used Motivation Research Word Association Sentence Completion Story Telling Trade-Offs Among Methods of Survey Administration HIGHLY VERSATILE LIMITED phone fax mail email web personal (e.g., mall, home) LOW COST HI COST personal phone fax mail web email SLOW mail personal fax web phone email FAST TURNAROUND Mall Intercepts vs. E-Panels Demographics are starting to look similar: Responses to marketing questions show: 1) strong consistency (reliability measured as the correlation between responses over two survey occasions) and 2) correlations between sample methodologies suggests modality is not critical and should not create bias household size average age employed white male college mall tests 2.8 40.5 71% 86% 20% 40% internet tests 2.9 39.2 72% 88% 21% 43% panel members 3.0 37.2 69% 89% 15% 46% Correlation between Responses: purchase intent frequency liking price / value mall vs. internet .86 .94 .85 .90 internet test/retest reliability .94 .97 .91 .99 E-Panels vs. Phone Time survey took to administer Internet 12.5 Phone 19.4 minutes Upon completion, would respondent participate in future studies? 35% yes 26% yes More experienced Internet Users x Used rating scale extreme “endpoints” more frequently x Jeff Miller and Alan Hogg “Internet vs. Telephone Data Collection” Burke White Paper series 2 (4) (www.burke.com). Also see Ashok Ranchhod and Fan Zhou “Comparing Respondents of E-Mail and Surveys,” Marketing Intelligence & Planning 19 (2001), 254. Basic Question Formats • Open-ended question • Unprobed format: seeks no additional information • Probed format: includes a response probe instructing the interviewer to ask for additional information Basic Question Formats • Close-ended question • Dichotomous: has only two response options, such as “yes” or “no” • Multiple response: has more than two options for the response • Scaled-response: utilizes a scale developed by the researcher to measure the attributes of some construct under study • Labeled vs. Unlabeled Other Considerations… • The nature of the property being measured • Previous research studies • The data collection mode • The ability of the respondent • The scale level desired… Types of Scales • Nominal scales: those that use only labels • Ordinal scales: those with which the researcher can rank-order the respondents or responses • Interval scales: those in which the distance between each descriptor is equal • Ratio scales: ones in which a true zero exists Examples… Nominal Ordinal Which of the soft drinks in the following list do you like? (Check ALL that apply): ___Coke ___Dr. Pepper ___Mountain Dew ___Pepsi ___Seven Up ___Sprite Rank the soft drinks according to how much you like each (most preferred drink = 1, and least preferred drink = 6): ___Coke ___Dr. Pepper ___Mountain Dew ___Pepsi ___Seven Up ___Sprite Interval Ratio Please indicate how much you like each soft drink by checking the appropriate position on the scale: dislike like a lot dislike like a lot Coke ____ ____ ____ ___ Dr. Pepper ____ ____ ____ ___ Mountain Dew ____ ____ ____ ___ Pepsi ____ ____ ____ ___ Seven Up ____ ____ ____ ___ Sprite ____ ____ ____ ___ Please divide 100 points among these soft drinks To represent how much you like each: ___Coke ___Dr. Pepper ___Mountain Dew ___Pepsi ___Seven Up ___Sprite 100 15 Thinking Ahead… What analysis technique is used when… 1. 2. 3. 4. 5. There are 2 nominally scaled variables There are 2 intervally (or ratio) scaled variables There is one DV that your trying to predict or explain with multiple interval variables (the independent variables) You are checking for differences between 2 groups (nominal) for an interval scaled variable You are checking for differences between 4 stores on total $ sales across 4 categories? Potential Answers --- t-test; multiple regression, oneway ANOVA, factorial ANOVA, correlation, crosstabs, multivariate analysis of variance