Concept of marketing by Pranesh Mishra (Brandscapes Worldwide)GetEvangelized
This slide deck was shared by Pranesh Mishra at the TiE Institute Knowledge Series in Mumbai in July2010.
The deck covers some concepts in Marketing targeted towards early stage entrepreneurs.
Related Videos
http://www.youtube.com/watch?v=UsMdP4nkdC0
http://www.youtube.com/watch?v=PpJtQ50t4Vg
Presentation made for a lecture that I gave at ITM Mumbai. Marketing Research was an elective subject for the students and this is an overview of the subject
Concept of marketing by Pranesh Mishra (Brandscapes Worldwide)GetEvangelized
This slide deck was shared by Pranesh Mishra at the TiE Institute Knowledge Series in Mumbai in July2010.
The deck covers some concepts in Marketing targeted towards early stage entrepreneurs.
Related Videos
http://www.youtube.com/watch?v=UsMdP4nkdC0
http://www.youtube.com/watch?v=PpJtQ50t4Vg
Presentation made for a lecture that I gave at ITM Mumbai. Marketing Research was an elective subject for the students and this is an overview of the subject
In this part, we define and classify marketing research and set out a six-step marketing research process. We discuss the nature and scope of marketing research and explain its role in decision support system.
Introduction to and overview of marketing research from which you will learn to: 1.) Identify the reason for doing marketing research and describe the five-step marketing research approach leading to marketing actions; 2.) Describe how secondary and primary data are used in marketing, including the uses of questionnaires, observations, experiments, and panels; 3.) Explain how information technology and data mining link massive amounts of marketing information to meaningful marketing actions.
Aslapr market research for entrepreneurs mg irc presentation 09 22-14Mark Goldstein
See latest version (11/19/14) at http://www.slideshare.net/markgirc/ahwatukee-co-c-market-research-for-entrepreneurs-mg-irc-presentation-111914
Mark Goldstein of International Research Center presented an updated version of his Market Research for Entrepreneurs presentation at the Arizona State Libraries, Archives & Public Records (ASLAPR) on Monday, September 22, 2014 in Phoenix, AZ. It focused on easy, low-cost ways to evaluate your target market, identify emerging trends, and anticipate competition.
Conducting Marketing Research
What is Marketing Research?
Types of Marketing Research Firms
The Marketing Research Process
Marketing Research Process
Characteristics of Good Marketing Research
What is Marketing-Mix Modeling?
Marketing Dashboards
Misconception about Market research decision.
Cost-Conscious Market Research. Market research decision.
This PPT has two cases which eliminate the misconception by the manager while taking decision of market research
In this part, we define and classify marketing research and set out a six-step marketing research process. We discuss the nature and scope of marketing research and explain its role in decision support system.
Introduction to and overview of marketing research from which you will learn to: 1.) Identify the reason for doing marketing research and describe the five-step marketing research approach leading to marketing actions; 2.) Describe how secondary and primary data are used in marketing, including the uses of questionnaires, observations, experiments, and panels; 3.) Explain how information technology and data mining link massive amounts of marketing information to meaningful marketing actions.
Aslapr market research for entrepreneurs mg irc presentation 09 22-14Mark Goldstein
See latest version (11/19/14) at http://www.slideshare.net/markgirc/ahwatukee-co-c-market-research-for-entrepreneurs-mg-irc-presentation-111914
Mark Goldstein of International Research Center presented an updated version of his Market Research for Entrepreneurs presentation at the Arizona State Libraries, Archives & Public Records (ASLAPR) on Monday, September 22, 2014 in Phoenix, AZ. It focused on easy, low-cost ways to evaluate your target market, identify emerging trends, and anticipate competition.
Conducting Marketing Research
What is Marketing Research?
Types of Marketing Research Firms
The Marketing Research Process
Marketing Research Process
Characteristics of Good Marketing Research
What is Marketing-Mix Modeling?
Marketing Dashboards
Misconception about Market research decision.
Cost-Conscious Market Research. Market research decision.
This PPT has two cases which eliminate the misconception by the manager while taking decision of market research
Market research is a crucial tool for businesses in marketing, providing insights into consumer behavior, preferences, and industry trends. It helps businesses identify opportunities, adapt to changing needs, optimize resource allocation, and strategically direct marketing efforts, ensuring long-term success in the dynamic marketplace.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
3. BI is the ability to access data from multiple sources
within and outside an organization for the purpose of
analysis.
It links the disparate operation systems to the end
users of the data, thus creating an environment with
free flow of information.
It offers a reliable barometer of the business
performance.
5. MI focuses on the use of information as a source of
strategic advantage.
Need to have a thorough knowledge of customers,
their attitudes, tastes and preferences.
Need to analyze competition for benchmarking and
making price, product, market and segment
decisions.
6. A continuing and interacting structure of people, equipment and procedures
designed to gather, sort, analyze, evaluate, and distribute pertinent, timely
and accurate information to marketing decision making
MIS Uses 3 Types of Information
Recurring market and accounting data from market analysis and
accounting activities
Intelligence relevant to future strategy of business
Marketing research studies not of a recurring nature
7. Four Stages of Market Planning Process
Situation analysis
Strategy development
Marketing program development
Implementation
8. Analysis of
Market environment
Market characteristics
Consumer behavior
Research Approaches
Organize information obtained from prior studies
(secondary)
Focus groups
9. Market Research provides information to
assist management with three critical
decisions
What business should we be in?
How will we compete?
What are the objectives for the business?
10. Programs embrace specific tasks
Action program usually focuses on a single
objective in support of one element of overall
business strategy
11. Starts with decision to proceed to a new program or strategy
Commitment to objectives, budgets and timetables
Specific measurable objectives must be set for all elements of
marketing program
"Did the elements achieve their objectives?"
“Should the marketing program be continued, discontinued, revised or
expanded?"
12. Relevance
Type and Nature of Information Sought
Timing
Availability of Resources
Cost-benefit Analysis
14. Hispanics account for nearly 13% of the U.S. population.
Research shows that Latino households spend $600
billion of $1.3 trillion purchasing power of multicultural
population.
In 1998 only 2.5% of total advertising dollars in the
United States was focused on Latinos.
By 2050, Hispanic population would represent 25% of US
population.
Who can tell me what the problem is?
15. Programmatic Research
Develops market options through market segmentation,
market opportunity analysis, or consumer attitude and
product usage studies
Selective Research
Tests different decision alternatives such as new product
testing, advertising copy testing, pre-test marketing, and
test marketing
Evaluative Research
Evaluation of performance ofprograms
16. DSS models are developed and adapted to
support each firms own decision problems
Used to retrieve data, transform it into usable
information, and disseminate it to users
Allow managers to interact directly with
database
To retrieve information
Provides a modeling function to help interpret
information retrieved
17. Combines marketing data from diverse sources
into a single database, enabling product managers,
sales planners, market researchers, financial
analysts, and production schedulers to share
information.
18. Managers’ needs for decision relevant
information:
Routine comparisons of current performance
against past trends on each of the key measures of
effectiveness
Periodic exception reports to assess which sales
territories or accounts have not matched previous
years’ purchases
Special analyses to evaluate the sales impact of
particular marketing programs, and to predict what
would happen if changes were made.
22. Information Suppliers:
Inside Company
Information Suppliers:
Outside Company
Information Users
• General management
• Planning
• Marketing and sales managers
• Product managers
• Lawyers
• Marketing research department
• Sales analysis group
• Accounting department
• Corporate strategic planning
• Research consultants
• Marketing research suppliers
• Advertising agencies
23.
24. MR Process Evolves From Answers to Five
Key Questions
Why should we do research?
What research should be done?
Is it worth doing the research?
How should the research be designed to achieve
the research objectives?
What will we do with the research?
25. Planning system
• Strategic plans
• Tactical plans
Information system
• Databases
• DSS
1. AGREE ON RESEARCH PROCESS
• Problems or opportunities
• Decision alternatives
• Research users
26. 2. ESTABLISH RESEARCH OBJECTIVES
• Problems or opportunities
• Decision alternatives
• Research users
Estimate
the value of
information
Do not conduct
marketing research
NO
Is benefit >
cost
Yes
27. • Problems or opportunities
• Decision alternatives
• Research users
5. COLLECT THE DATA
1. REPORT THE RESEARCH RESULTS AND PROVIDE
STRATEGIC RECOMMENDATIONS
6. PREPARE AND ANALYZE THE DATA
Yes
28. Marketing research process is consistent for both
domestic and international markets
Variety of market environments affect
international marketing research process
30. Step 1
Research Purpose
Problem or opportunity analysis
Which problems or opportunities areanticipated
What is the scope of the problems and the possiblereasons?
Evaluation of decision alternatives
What are the alternatives beingstudied?
What are the criteria for choosing among thealternatives?
Research users
Who are the decisionmakers?
Are there any covertpurposes?
31. Kroger Co. is adding five new Signature stores in Houston.
More than 1,000 questionnaires were sent to targeted area
residents asking what kind of features the respondents (or
future customers) would like to see included in a new
supermarket in their neighborhood. Based on the surveys,
Kroger added several variations:
A larger selection of wines
A sit-down coffee bar
The largest all-natural food section
U-Scan Express aisles
32. Step 2
Research Objective
A statement, in as precise terminology as possible, of what information
is needed
Should be framed to ensure information obtained will satisfy research
purpose
Research Question
Hypothesis Development
Research Boundaries
33. Research Question
Asks what specific information is required to
achieve the research purpose
Sample questions to determine if a specific
advertisement should be run:
Will the advertisement be noticed?
Will it be interpreted accurately?
Will it influence attitudes?
34. Hypothesis Development
A possible answer to a research question.
Generating a hypothesis
Draw on previous research efforts
Borrow from other disciplines such as:
Psychology
Sociology
Marketing
Economics
Manager’s experience with related problems, coupled with
knowledge and the use of judgment
35. • Theory
• Management experience
• Exploratory research
Research
Question Hypothesis
Research
Purpose
Research
Design
Research
Objective
36. Marketing Research 8th Edition
Aaker, Kumar, Day
Step 3
Estimating the Value of Information
Value depends on:
Importance ofdecision
Uncertainty that surroundsit
Influence of research information on thedecision
37. Product A
$ 4 million
$ 1 million
$ 4 million
-$ 2.5 million
Success
Success
Failure
Failure
Introduce
Do not
Introduce
Do not
Introduce
Product B
38. Avoid mistakes:
Profile you target customers and clients
Interview target segments to assess how well they match
your preconceived ideas
Hire local researchers
Use a variety of methods to get a well-rounded picture
Qualitativemethods
Quantitativemethods
Look at the findings and analyze what must be done
differently, abroad or internationally, in comparison with
current domestic marketing activities
39. Possible questions:
Do opportunities exist for entry into foreign markets?
Which foreign markets warrant detailed investigation?
What are the major economic, political, legal, and other
environmental facts in each potential country?
What mode of entry does the company plan to adopt?
What is the market potential in these countries?
Who are the firm’s present and potential customers?
What is the nature of competition in the foreign market?
What kind of strategy should the firm adopt?
40.
41. Research Design
The detailed blueprint to guide the
implementation of a research study toward
the realization of its objectives
42. Exploratory Research
Used when seeking insights into the general nature of a
problem, the possible decision alternatives, and the
relevant variables that need to be considered
43. Descriptive Research
Provides an accurate snapshot of some aspect of the market
environment, such as:
The proportion of the adult population that supports the United
Fund
Consumer evaluation of the attributes of our productversus
competing products.
The socioeconomic and demographic characteristics of the
readership of a magazine
The proportion of all possible outlets that are carrying, displaying,
or merchandising our products
44. Causal Research
Used when it is necessary to show that one variable causes
or determines the values of other variables, a causal
research approach must be used
45. Uses Combination of All Three Research
Techniques
Exploratory techniques generate all
possible reasons for a problem
Descriptive and Causal approaches
narrow the possible causes
47. Relationship between Data Collection Method and
Category of Research
Category of Research
CausalData Collection Method Exploratory Descriptive
Secondary Sources
Information System a b
Databanks of other
organizations
Syndicated Services
a
a
b
b b
a
b
Primary Sources
Qualitative Research
Surveys
Experiments
b
a
b
b
a
48. Once the research approach has been chosen:
Develop:
The specifics of measurements
Plan for choosing the sample
Methods of analysis
Analysis of value versus cost and time involved
50. Global Strategic Decision
Mostly made at corporate headquarters
Information required is governed by overall company
objectives
Implies long term survival of company
Deal with macro environment
51. Tactical Decisions
Concerned with micro-level implementation issues
Information obtained from primary data
Concerned with marketing mix strategy for
country/product markets
Made at functional or subsidiary level
52. Unit of Analysis
Researcher must decide at what level the analysis is done
Global level
All countries takensimultaneously
Regional level
Groups of countries considered homogeneous formacro
environmental factors
Country level
Each country taken as separateunit
53. Construct Equivalence
Deals with how both the researcher and the subjects see,
understand, and code a particular phenomenon
"Are we studying the same phenomenon in countries X
and Y?"
54. Measurement Equivalence
Deals with the methods and procedures used by the
researcher to collect and categorize essential data and
information
Are the phenomenon in countries X and Y measured the
same way?"
56. Two Components of Errors
Sampling error
Non-sampling error
Sampling Error
Difference between a measure obtained from a sample of
population and the true measure that can be obtained
only from the entire population
Nonsampling Error
All other errors associated with a research project
57. Design Errors
Flaws in research design
Selection Error
Population Specification Error
Sampling Frame Error
Surrogate Information Error
Measurement Error
Experimental Error
Data Analysis Error
58. Administering Errors
Occur during the administration of a survey instrument to the
respondents
Questioning Error
Recording Error
Interference Error
59. Response Error
Occur when respondent provides inaccurate
answers to survey questions
Non-response Error
Occurs if
Some members of sample not contacted
Some members provide incomplete or no
response to survey instrument
60. Describes a plan for conducting and
controlling a research project
Basis for a written contract between manager
and researcher
Basis for a vehicle for reviewing important
decisions
Used to choose among competing supplies
and influence decision to fund study
65. Can solve the problem on hand all by its own
Can lead to new ideas and other sources
Helps to define the problem more clearly
Can help in designing the primary data
collections process
Helps in defining the population / sample
Can serve as a reference base
66. Low cost
Less effort
Less time
At times, more accurate
At times, only way to obtain data
Collected for some other purpose
No control over data collection
May not be accurate
May not be in correct form
May be outdated
May not meet data requirements
Assumptions have to be made
Benefits Limitations
68. Published data sources (e.G., Census, publications
of various trade associations)
Trade directories
Computer retrievable databases ("online"
databases)
69. Based on the Method of Storage
and Retrieval of Information
Based on the Type of
Information
Reference
On-line
Databases
CD-ROM Floppy Disc
SourceDatabases Databases
Indirect through
Networks
Direct from
Producer
Direct from
Vendors
Internet
70. Scope of information available
Speed of information access and
retrieval
Commercially available search
procedures provide considerable
flexibility and efficiency
Rely solely on the accuracy of the
abstract author
Depend on the journal and article
selection policy of the database
producer
Might miss important
information, or retrieve a lot of
irrelevant data if searching by
“keyword”
LimitationsAdvantages
71. Factors to Be Considered:
Who has collected the data (did they have adequate
resources)?
Why was the data collected (how the interests of agency
match with ours)?
How the data was collected (to determine the quality of data
on-hand)?
What data was collected (geographic and demographic
limitations)?
When the data was collected (how old/obsolete is the data)?
73. Demand Estimation
Census data
Standard Industrial
Classification (SIC) or North
American Industrial
Classification (NAIC)
Trade association data
Experts and authorities
Monitoring the Environment
Press releases
Legislation and laws
Industry news
Business and practitioner
literature, such as magazines
75. Factors
Multitude of information users having common
information needs
When cost of satisfying individual user's need is
prohibitive
The increasing use of scanner systems at the check
out points
76. Biggest research company in the world
Their auditing services cover four groups
Grocery products
Drugs
Mass merchandisers
Alcoholic beverages
77. To Cover the gap between Warehouse Withdrawal
Audits and Actual Purchases, following Methods
can be used
Home Audit Approach
Panel member agrees to permit an auditor to
check the household stocks of certain product
categories at regular intervals
Mail Diary Method
Panel member records the details of each
purchase and returns in the diary by mail at
regular intervals
78. Aggregate Sales Activity
Brand Shares
Shifts in Buyer Characteristics
Shifts in Retail Outlets
Advantages of Consumer Panels
80. A new technology that may replace the bar codes.
Utilizing a tiny silicon chip to store information; a
small transmitter would then send this
information to a scanner. RFID offers more
benefits than a UPC, such as:
The ability to store more information
The ability to change the information on the tag
The ability to transmit all the information on the
chip to a scanner without clear line of sight
81. TAM for TV audiences
RAM for FM Radio Channels
INS & IRS for newspapers
ORG report for FMCG, Consumer Durables etc
82. Mechanics No wire connections Wired directly to TV
and VCR tuners
Research Methods Data retrieved by
reading UTCP codes
Telephone
connections used to
return data
Method of Data
Collection
User logs in/out before
and after watching TV
User punches
numerical code into
data-entry device
Reputation as: Media measurement
business serving the
ratio industry
Foremost in TV
ratings
SMART PEOPLE METER
83. A typical marketing manager receives some or all of following
data:
Factory shipments or order
Syndicated aggregate (industry) data services
Sales reports from sales personnel
Consumer panel data
Scanner data
Demographic data
Internal cost and budget data
Purpose of MDSS is to combine marketing data from diverse sources
into single database
84. Measuring product sales and market share
Measuring advertisement exposure and
effectiveness
Measuring promotion effectiveness
Estimation And evaluation of models
87. Qualitative Methods
Recommended to capture the basic feel of a problem
prior to conducting more analytical study
Observational Methods
These methods are limited to providing information on
current behavior
88. Exploratory
Conducted primarily to explicitly define the
problem and formulate hypotheses
Orientation
To learn more about target consumer (e.G. Culture,
language)
Clinical
To gain insights into topics that are difficult in a
structured research
89. Major constraints:
Volume of data
Complexity of analysis
Detail of clarification record
Time-consuming nature of the clerical efforts required
Relatively expensive
90. Nondirective interviews (respondent enjoys
maximum freedom)
Semi-structured or focused individual interviews
Covers a specific list of topics or sub-areas
Individual in-depth interviews (3 techniques):
Laddering
Hidden-issue
Symbolic Analysis
91. Offers participants more stimulation than an
interview; makes new ideas and meaningful
comments more likely
Issues to be addressed:
Outlining the intended direction of the group
Explaining how participants were recruited
Reeducating observers on the concepts of random selection,
statistical reliability, and projectability of research results
92. Exploratory Focus Groups
Used in the exploratory phase of the market research
process
Used for generating the hypotheses
Clinical Focus Groups
Based on the premise that an individual's true feelings
and motivations are subconscious in nature
Experiencing Focus Groups
Allows the researcher to experience the emotional
framework in which the product is being used
94. Cannot be used to observe motives, attitudes or
intentions
More costly and time consuming
95. Used to Capture a Wide Variety of Information:
Attitude
Decisions
Focus on process and not the results
Measuring the relationship between actions & needs,
desires, preferences, motives and goals
96. The Results Will Be Meaningful If:
Population has been defined correctly
Sample is representative of the population
Respondents selected are able and willing to cooperate
Questions are understood by the respondents
Respondents have the knowledge, opinions, attitudes, or
facts required
Interviewer correctly understands and records the response
97. POPULATION RESPONDENT INTERVIEWER
Sample Question
Answer
Sampling error
Nonresponse
due to refusals
or not-at-home
Ambiguity
of question
Interviewer
error
Ambiguity
of answer
Inaccuracy in
response
•Inability to
formulate a
response
•Unwillingness
to respond
98. Refusals Could Occur Due to:
Nature of questions and place
Subject of no interest to the respondent
Fear
Invasion of privacy
Hostility towards sponsor
Personal bias
Characteristics of the data collection procedure
(e.G., Presidential polls)
99. Phenotypic Source
Characteristics of the data collection procedure
Questionasked
How question isasked
Length ofinterview
Genotypic Source
Indigenous characteristics of the respondents
Age
Sex
Occupation
101. This Could Arise Due to the Following Reasons:
Concern about invasion of privacy
Time pressure and fatigue
Prestige seeking and social desirability response
bias
Courtesy bias
Uninformed response bias
Response style
102. This Depends On:
Respondent’s Impression of the Interviewer
Questioning, Probing, and Recording
Fraud and Deceit
Improving Interviewer Quality
105. Misrepresentation of Data Collection Process
Stems From:
Representation of a marketing activity other than
research as research
Abuse of respondents rights during the data
collection process, under the rationale of providing
better quality research. E.G.,
Use of survey for selling purposes
Use of survey to obtain names and addresses of
prospects for direct marketing
106. The rights of the respondents can be violated by:
Disguising the purpose of a particular
measurement
Deceiving the prospective respondent as to the
true duration of the interview
Misrepresenting the compensation in order to
gain cooperation
107. The rights of the respondents can be violated
by:
Not mentioning to the respondent that a follow up interview
will be made
Using projective tests and unobtrusive measures to
circumvent the need for a respondents consent
Using hidden tape recorders
Not debriefing the respondent
Conducting simulated product tests in which identical
product is tried by respondent except for variations in color
108. Guidelines:
Reviewing data
Getting started
Setting the feedback objective
Customer presentation
Sharing responsibility
Handling issues you cannot fix
Working the issue resolution with your account
110. There Are Four Entities Involved:
Researcher
Interviewer
Interviewee
The Interview Environment
111. Methods:
Door to Door Interviewing
Executive Interviewing
Mall Intercept Surveys
Self Administered Interviews
Purchase Intercept Technique (PIT)
Omnibus Surveys
112. Advantages:
Can arouse and keep interest
Can build rapport
Ask complex questions with the
help of visual and other aids
Clarify misunderstandings
High degree of flexibility
Probe for more complete answers
Accurate for neutral questions
Do not need an explicit or current
list of households or individuals
Disadvantages:
Bias of Interviewer
Response Bias
Embarrassing/personal questions
Time Requirements
Cost Per Completed Interview Is
High
113. The Important Aspects of Telephone Interviewing:
Selecting telephone numbers
Pre-specified list
A directory
Random dialing procedure
Random digitdialing
Systematic random digit dialing(SRDD)
Call outcomes
The introduction
When to call
Call reports
114. Advantages:
Central location, under supervision, at
own hours
More interviews can be conducted in a
given time
Travelling time is saved
More hours of the day are productive
Repeated call backs at lower cost
Absence of administrative costs
Lower cost per completed interview
Intrusiveness of the phone and ease of
call backs
Less sample bias
Limitations:
Inability to employ visual aids or
complex tasks
Can't be longer than 5-10 min. or
they get boring
Amount of data that can be
collected is relatively less
A capable interviewer essential
Sample bias
As all people do not have
phones, or are not listed
115. Requires a broad identification of the individuals to be sampled before
data collection begins
Some Decisions That Need to Be Taken Are:
Type of Return Envelope
Postage
Method of Addressing
Cover Letter
The Questionnaire Length, Layout, Color, Format Etc
Method of Notification
Incentive to Be Given
116. Advantages:
Lower cost
Better results, including a
shorter response time
Reliable answers as no
inhibiting intermediary
Survey answered at
respondents discretion
Disadvantages:
The identity of the respondent is inadequately
controlled
No control over whom the respondent consults
before answering the questions
The speed of the response can't be monitored
No control on the order in which the questions are
exposed or answered
The respondent may not clearly understand the
question and no opportunity to clarify
No long questionnaires
Subject to availability of a mailing list
Response rate is generally poor
Number of problems such as obsolescence,
omissions, duplications, etc
117. Perceived amount of work required, and the length of the questionnaire
Intrinsic interest in the topic
Characteristics of the sample
Credibility of the sponsoring organization
Level of induced motivation
Coping with non-response:
Include monetary incentive
Send a follow-up letter
Include return envelope
Alternatives:
Mail Panels
Fax Surveys
118. Advantages
The best way to implement some
sample designs
Most effective way of enlisting
cooperation.
Advantages of interview questions-
probing for adequate answers,
accurately following complex
instructions or sequences are realized.
Multi-method data collection are
feasible
Rapport and confidence building are
possible.
Probably longer interviews can be
done in person.
Limitations
It is likely to be more costly than
alternatives.
A trained staff of interviewers that is
geographically near the sample is
needed.
The total data collection period is
likely to be longer than for most
procedures.
Some samples may be more
accessible by some other mode.
119. Advantages
Lower costs than personal interviews.
Random Digit-Dialing (RDD) sampling of
general population.
Better access to certain populations
Shorter data collection periods.
The advantages of interviewer
administration (In contrast to mail
surveys).
Interviewer staffing and management
easier than personal interviews-smaller
staff needed, not necessary to be near
sample, supervision and quality control
potentially better.
Likely better response rate from a list
sample than from mail
Limitations
Sampling limitations, especially as a result
of omitting those without telephone
Nonresponse associated with RDD
sampling is higher than with interviews
Questionnaires or measurement
constraints
Possibly less appropriate for personal or
sensitive questions if no prior contact
120. Advantages
Ease of presenting questions requiring
visual aids.
Asking questions with long or complex
response categories is facilitated.
Asking batteries of similar questions is
possible.
Limitations
Questionnaire design needs special
attention
Open questions are usually not useful.
Respondents require good reading and
writing skills.
The interviewer is not present to exercise
quality control with respect to answering
all questions, meeting questions
objectives, or the quality of answers
provided.
121. Advantages
Relatively low cost
Can be accomplished with minimal staff
and facilities.
Provides access to widely dispersed
samples.
Respondents have time to give thoughtful
answers, look up records, or consult others.
Limitations
Ineffective as a way of enlisting
cooperation.
Various disadvantages of not having
interviewer involved in data collection.
Need for accurate mailing addresses of the
sample.
122. Advantages
The interviewer can explain the study,
answer questions, and designate a
respondent.
Response rates tend to be like those of
personal interview studies.
There is more opportunity to give
thoughtful answers and consult records.
Limitations
Costs about as much as personal
interviews.
A field staff is required.
123.
124. Mental states used by individuals to structure the
way they perceive their environment and guide the
way they respond to it
What Are Attitudes?
125. Majority of questions in marketing research are
designed to measure attitudes
Attitudes include
Information possessed
Feelings of like and/or dislike
Intentions to behave
Management wants to understand and influence
behavior
126. Attitudes lead to behavior
More feasible to ask questions on attitudes than to
observe and interpret behavior
Large capacity for diagnosis and explanation
Learn which features of a new product concept are
acceptable or unacceptable
Measure the perceived strengths and weaknesses of
competitive alternatives
127. Cognitive or Knowledge Component
Represents a person’s information about an object
Awareness of existence of the object
Beliefs about the characteristics or attributes of the object
Judgments about the relative importance of each of the attributes
Affective or Liking Component
Summarizes a person’s overall feelings toward an object, situation, or person
On a scale of like-dislike or favorable-unfavorable
When there are several alternatives, liking is expressed in terms of preference
Measured by asking which alternative is “most preferred” or “first choice,” which is the “second
choice,” and so on
Intention or Action Component
Refers to a person’s expectations of future behavior toward an object
Intentions are usually limited to a distinct time period that depends on buying habits and planning
horizons
Advantage
Incorporates information about a respondent’s ability or willingness to pay for the object, or other
taken action
128. Measurement
Standardized process of assigning numbers or other symbols to certain
characteristics of objects of interests according to pre-specified rules
Characteristics for Standardization
One-to-one correspondence between the symbol and the characteristic in
the object that is being measured
Rules for assignment should be invariant over time and the objects being
measured
Scaling
Process of creating a continuum on which objects are located according
to the amount of the measured characteristic that the object possesses
129. Nominal Scale
Objects are assigned to mutually exclusive,
labeled categories
No necessary relationships among
categories
No ordering or spacing are implied
Only possible arithmetic operation is a
count of each category
Ordinal Scale
Rank objects or arrange them in order by
some common variable
Does each object have more or less of a
variable than some other object?
Does not provide information on how
much difference there is between objects
Arithmetic operations are limited to
statistics such as median or mode
Interval Scale
Numbers are assigned to objects that
represent categories, rank orders, as well as
how much the object is preferred on the
attribute being measured
Differences can be compared
Entire range of statistical operations can be
employed
Ratio Scale
Special kind of interval scale with
meaningful zero point
Possible to say how many times greater or
smaller one object is than the other
Magnitude scaling of attitudes has been
calibrated through numeric estimation
131. Problems in choosing
There are many different techniques, each with its own
strengths and weaknesses
Virtually any technique can be adapted to the
measurement of any one of the attitude components
Researchers choice shaped by:
The specific information required
Adabtability of the scale to the data collection method and
budget constraints
Compatibility of the scale with the structure of the
respondent’s attitude
132. Validity
An attitude measure has validity if it measures what it
is supposed to measure
Face Validity
The extent to which the content of a measurement
scale appears to tap all relevant facets of the construct
Criterion Validity
Based on empirical evidence that the attitude measure
correlates with other “criterion” variables
Concurrent validity
Two variables are measured at the same time
Predictive validity
The attitude measure can predict some future event
Convergent validity
A form of construct validity that represents the
association between the measured construct and
measures of other constructs with which the construct
is related on theoretical grounds
Discriminant validity
A form of construct validity that represents the extent to
which the measured construct is not associated with which
the construct is related on theoretical grounds
Construct Validity
A scale evaluation criterion that relates to the underlying
question "what is the nature of the underlying variable or
construct measured by the scale?“
Reliability
The consistency with which the measure produces the
same results with the same or comparable population
Sensitivity
Extent to which ratings provided by a scale are able to
discriminate between the respondents who differ with
respect to the construct being measured
Generalizability
Refers to the ease of scale administration and
interpretation in different research settings and situations
Relevancy
Relevance = reliability * validity
135. PLANNING WHAT TO MEASURE
Revisit the research objectives
Decide on the Research issue of your questionnaire
Get additional information on the research issue from data sources and
secondary exploratory research
Decide what to be asked under the research issue
FORMATTING THE QUESTIONNAIRE
In each issue determine the content of each question
Decide on the format of each question
QUESTION WORDING
Determine how the question is worded
Evaluate each question on the basis of comprehensibility, knowledge and
ability, willingness/inclination of a typical respondent to answer the
question
136. SEQUENCING AND LAYOUT DESIGNS
Layout the questions in proper sequence
Group all the questions in each subtopic to get a single questionnaire
PRETESTING AND CORRECTING PROBLEMS
Read through the whole questionnaire to check whether it makes sense and it
measures what it is supposed to measure
Check the questionnaire for error
Pretest the questionnaire
Correct the problems
137. Logical Steps to Develop a Good Questionnaire
Plan what to measure
Formulate questions to obtain the needed information
Decide on the order and wording of questions and the layout of the
questionnaire
Using a sample, test the questionnaire for omissions and ambiguity
Correct the problems (pretest again, if necessary)
Planning What to Measure
Specify research objectives and information to be collected
Relevance of the study
Translating Research Objectives Into Information
Requirements
138. Formatting the Question
Decision to be made regarding the degree of freedom to be
given to the respondents in answering the questions
Alternatives
Open ended with no classification
Open ended where the interviewer uses precoded
classifications to record the response
Close ended or structured format in which a question or
a supplementary card presents the responses to be
considered
139. Open Ended Questions Are Good for the Following
Circumstances
Introduction to a survey or to a topic
When it is important to measure the saliency of an issue to a
respondent
When there are too many responses to be listed, or they
can't be foreseen
When verbatim responses are desired to give the flavor of
people's answers or to cite examples
When the behavior to be measured is sensitive or
disapproved
140. Disadvantages
Variability in the clarity and
depth of the responses
Articulateness of the
respondent in personal
interview
Willingness to compose a
written answer for a mail
survey
Interviewer's ability to
record the verbatim answers
quickly
Advantages
Wide range of responses
Responses obtained
without any influence
Free choices
141. ClosedThere Are Two Basic Formats for
Ended or Structured Questions
Choice from a list of responses
Appropriate single-choice rating on a scale
142. Easier to answer
Require less effort
by the interviewer
Tabulation and
analysis is easier
Less potential error
in the way the
question is asked and
the way it is
recorded
The responses are
directly
comparable from
respondent to
respondent
Advantages Limitations
Disagreement among researchers on the type of
responses that should be listed
The answer to a closed response question will
be received no matter how relevant or irrelevant
the question is in that context
May not produce meaningful results
Dichotomous questions are prone to a large
amount of measurement error because the
alternatives are polarized
Good questions are hard to develop
Provides fewer opportunities of self expression
The list of alternative responses provides
answers that might have not been considered by
the respondent who are reluctant to admit
ignorance, and thereby selecting a "reasonable"
response
143. Generally five to seven categories
Ideally the multiple choices should be mutually
exclusive
144. Responses are likely to be affected by the order in which they are
presented.
What factor influences your fast-food restaurant choice
most ?
Convenient location
Quality of food
Menu selection
Fast service
Reasonable prices
Brand name
Cleanliness
To prevent order bias, place the average or expected response at
various positions in the sequence of categories
145. Respondents who do not know the answer might
take categories as cues.
How many long-distance calls do make in a
week? less than 5 less than 10
5-10 or 10-20
More than 10. More than
20.
146. Concerns the handling of “don’t know” and neutral
responses
May be advisable to provide the interviewer with an
additional “no answer” category to identify these
people correctly
147. Probe:
Using an open-response question to follow up a
closed-response question
Two general purposes for the use of probes:
Pinpoint questions that were particularly difficult
for respondents
Aid researcher interpretation of respondent
answers
148. The following details need special attention:
Is the vocabulary simple, direct, and familiar to all
respondents?
Do any words have vague or ambiguous meanings?
Are any questions " double-barreled”?
Are any questions leading or loaded?
Are the instructions potentially confusing?
Is the question applicable to all respondents?
Are the questions of appropriate length?
149. Avoid ambiguous words
How many times per month do you visit a fast-food
restaurant?
Never
Occasionally
Sometimes
Often
150. Are any questions loaded?
1)Don’t you think, because its so greasy, fast-food is
one of the worst types of food?
2)Do you prefer a burger that is grilled on a hot
stainless-steel grill or cooked by passing the raw
meat through an open gas flame?
151. Are any questions "double-barreled”?
Are you satisfied with the price and the service of
Café Coffee Day?
152. Is the question applicable to all respondents?
Why do you like fast-food?
Assumes that respondent likes fast-food.
153. Consumption of Kellogg’s Frosted Flakes
The casual approach
“Have you eaten ‘Frosted Flakes’ within the last
week?
The numbered card
“Would you please read off the number on this card
that corresponds to what you had eaten for breakfast
in the last week?”
(Hand card to respondent)
3. Pancakes
4. Frosted Flakes
5. Other (what)?
154. The everybody approach
“As you know, many people have been eating Frosted Flakes for
breakfast. Do you eat Frosted Flakes?”
The “other people” approach
“Do you know of any adult who eats Frosted Flakes?”
“How about yourself?”
155. The sealed ballot technique
In this version you explain that the survey respects
people’s right to anonymity with respect to their eating
habits, and that they themselves are to fill out the answer
to the question, seal it in an envelope, and drop it in a box
conspicuously labeled “sealed ballet box” that is carried by
the interviewer
The Kinsey approach
Stare firmly into respondent’s eyes and ask in simple
clear-cut language as that to which the respondent is
accustomed, and with an air of assuming that everyone
had done everything, “Do you eat Frosted Flakes for
breakfast?”
156. Randomized Response Technique
The respondent is asked to answer one or two randomly
selected questions without revealing which question has
been answered
Questions:
Sensitive
Innocuous
Since the interviewer records a “yes” or “no” answer
without knowing which question has been answered, the
respondent feels free to answer honestly
157. Open with an easy and non threatening question
The questionnaire should flow smoothly and
logically from one topic to the next
Proceed from broad general questions to the more
specific
158. Location Type Function Example Location Type Function Example
Starting questions Broad, general To break the ice and Do you own a Starting questions Broad, general To break the ice and Do you own a
questions establish a report with personal computer? questions establish a report with personal computer?
the respondent the respondent
Next few questions Simple and direct To reassure the What brands of Next few questions Simple and direct To reassure the What brands of
questions respondent that the personal computers questions respondent that the personal computers
survey is simple and did you consider survey is simple and did you consider
easy to answer when you bought it? easy to answer when you boughtit?
Questions up to a Focused questions Relate more to the What attributes did Questions up to a Focused questions Relate more to the What attributes did
third of the research objectives you consider when third of the research objectives you consider when
questionnaire and convey to the you purchased you questionnaire and convey to the you purchased you
respondent the area of personal computer? respondent the area of personal computer?
research research
Major portion of the Focused questions; To obtain most of the Rank the following Major portion of the Focused questions; To obtain most of the Rank the following
questionnaire some may be difficult information required attributes of a questionnaire some may be difficult information required attributes of a
and complicated for the research personal computer and complicated for the research personal computer
based on their based on their
importance to you importance to you
Last few questions Personal questions To get classification What is the highest Last few questions Personal questions To get classification What is the highest
that may be perceived and demographic level of education that may be perceived and demographic level of education
by the respondent as information about the you have attained? by the respondent as information about the you haveattained?
sensitive respondent sensitive respondent
Location Type Function Example
Starting Questions Broad, General Questions To break the ice and establish
rapport with the respondents
Do you own a personal
computer?
Next few Questions Simple and Direct
Questions
To reassure the respondent
that the survey is simple and
easy to answer.
What brands of personal
computers did you
consider while you were
buying the PC?
Questions up to a third
of the questionnaire
Focused Questions Relate more to the research
objectives and convey to the
respondent the area of
research
What attributes did you
consider when you
purchased your personal
computer?
Major portion of the
questionnaire
Focused Questions: Some
may be difficult and
complicated
To obtain most of the
information required for the
research
Rank the following
attributes of a personal
computer based on their
importance to you.
Last few questions Personal questions that
may be perceived by the
respondent as sensitive
To get classification and
demographic information
about the respondent.
What is the highest level
of education you have
attained?
159. Sensitive questions should not be placed in the
beginning of the questionnaire
Use good quality of paper
Physical layout should be appealing and interesting
Order bias
160. 1. No question asked 2.8
2. Asked only about advantages 16.7
3. Asked only about disadvantages 0.0
4. Asked about both advantages
and disadvantages
5.7
Percentage of Respondents
“Very Much Interested” in
Buying New ProductQuestions Preceding Buying Interest Question
161. Pretest Design
Pretesting Specific Questions For
Variation
Meaning
Taskdifficulty
Respondent interest andattention
Pretesting the Questionnaire
Flow of thequestionnaire
Skippatterns
Length
Respondent Interest andAttention
162. Strategy that
emphasizes words
rather than
quantificatino in
collection & analysis
of data
Predominantly
emphasizes an
inductive approach
to relationship
between theory and
research in which
A research strategy that
emphasizes quantification in
collection and analysis of data
Entails a deductive approach to the
relationship between theory and
research in which the accent is
placed on the testing of the
theories
It has incorporated the practices
and norms of the natural scientific
model and positivism in particular
It embodies a view of social reality
as an external objective reality
In summary – The collection of
numerical data and as exhibiting
view of relationship between
theory and research as deductive
163.
164. A set of methods and techniques used to obtain
information and insights from data
Helps avoid erroneous judgements and conclusions
Can constructively influence the research objectives
and the research design
166. Data Editing
Identifies omissions, ambiguities, and errors in
responses
Conducted in the field by interviewer and field
supervisor and by the analyst prior to data analysis
167. Problems identified with data editing
Interviewer Error
Omissions
Ambiguity
Inconsistencies
Lack of Cooperation
Ineligible Respondent
168. Coding
Coding closed-ended questions involves specifying
how the responses are to be entered
Open-ended questions are difficult to code
Lengthy list of possible responses is generated
169. Statistically Adjusting the Data + Weighting
Each response is assigned a number according to a pre-
specified rule
Makes sample data more representative of target
population on specific characteristics
Modifies number of cases in the sample that possess certain
characteristics
Adjusts the sample so that greater importance is attached to
respondents with certain characteristics
170. Statistically Adjusting the Data + Variable
Re-specification
Existing data is modified to create new variables
Large number of variables collapsed into fewer variables
Creates variables that are consistent with study objectives
Dummy variables are used (binary, dichotomous,
instrumental, quantitative variables)
Use (d-1) dummy variables to specify (d) levels of
qualitative variable
171. Statistically Adjusting the Data + Scale
Transformation
Scale values are manipulated to ensure comparability with
other scales
Standardization allows the researcher to compare variables
that have been measured using different types of scales
Variables are forced to have a mean of zero and a standard
deviation of one
Can be done only on interval or ratio scaled data
172. Consists of counting the number of cases that fall
into various categories
Use of Simple Tabulation
Determine empirical distribution (frequency
distribution) of the variable in question
Calculate summary statistics, particularly the
mean or percentages
Aid in "data cleaning" aspects
173. Reports the number of responses that each question
received
Organizes data into classes or groups of values
Shows number of observations that fall into each class
Can be illustrated simply as a number or as a percentage or
histogram
Response categories may be combined for many questions
Should result in categories with worthwhile number of
respondents
174. Statistics normally associated with a frequency
distribution to help summarize information in
the frequency table
Measures of central tendency mean, median
and mode
Measures of dispersion (range, standard
deviation, and coefficient of variation)
Measures of shape (skewness and kurtosis)
175. Differences between means or percentages of two
subgroup responses can provide insights
Difference between means is concerned with the
association between two questions
Question upon which means are based are
intervally scaled
176. Statistical analysis technique to study the
relationships among and between variables
Sample is divided to learn how the dependent
variable varies from subgroup to subgroup
Frequency distribution for each subgroup is
compared to the frequency distribution for the
total sample
The two variables that are analyzed must be
nominally scaled
177. Type of Data
Classification of data involves nominal, ordinal, interval
and ratio scales of measurement
Nominal scaling is restricted to the mode as the only
measure of central tendency
Both median and mode can be used for ordinal scale
Non-parametric tests can only be run on ordinal data
Mean, median and mode can all be used to measure
central tendency for interval and ratio scaled data
178. Research Design
Dependency of observations
Number of observations per object
Number of groups being analyzed
Control exercised over variable of interest
Assumptions Underlying the Test Statistic
If assumptions on which a statistical test is based are
violated, the test will provide meaningless results
179. Univariate Techniques
Appropriate when there is a single measurement of each of the 'n'
sample objects or there are several measurements of each of the `n'
observations but each variable is analyzed in isolation
Nonmetric - measured on nominal or ordinal scale
Metric-measured on interval or ratio scale
Determine whether single or multiple samples are involved
For multiple samples, choice of statistical test depends on whether
the samples are independent or dependent
Multivariate Techniques
A collection of procedures for analyzing association between two or
more sets of measurements that have been made on each object in
one or more samples of objects
Dependence or interdependence techniques
180. Multivariate Techniques (Contd.)
Dependence Techniques
One or more variables can be identified as dependent
variables and the remaining as independent variables
Choice of dependence technique depends on the number
of dependent variables involved in analysis
Interdependence Techniques
Whole set of interdependent relationships is examined
Further classified as having focus on variable or objects
181. Why use Multivariate Analysis?
To group variables or people or objects
To improve the ability to predict variables (such as
usage)
To understand relationships between variables (such
as advertising and sales)
182. Assumption (hypothesis) made about a population
parameter (not sample parameter)
Purpose of Hypothesis Testing
To make a judgement about the difference betweentwo
sample statistics or between sample statistic and a
hypothesized population parameter
Evidence has to be evaluated statistically before arriving
at a conclusion regarding the hypothesis.
183. The null hypothesis (Ho) is tested against the alternative
hypothesis (Ha).
At least the null hypothesis is stated.
Decide upon the criteria to be used in making the decision
whether to “reject” or "not reject" the null hypothesis.
The null hypothesis (Ho) is tested against the alternative
hypothesis (Ha).
At least the null hypothesis is stated.
Decide upon the criteria to be used in making the decision
whether to “reject” or "not reject" the null hypothesis.
184. Evidence has to be evaluated statistically before
arriving at a conclusion regarding the hypothesis
Depends on whether information generated from the
sample is with fewer or larger observations
185. Problem Definition
Clearly state the null and alternative
hypotheses.
Choose the relevant test
and the appropriate
probability distribution
Choose the critical value
Compare test statistic
and critical value
Reject null
Does the test statistic
fall in the critical
region?
Determine the
significance
level
Compute
relevant test
statistic
Determine the
degrees of
freedom
Decide if one-or
two-tailed test
Do not reject
null
187. Cross Tabulation & Chi-square Test
ANOVA – Analysis of Variance
Correlation Analysis
Regression Analysis
Factor Analysis
Cluster Analysis
L Scaling
Conjoint Analysis
Perceptual Maps
188.
189. Complex analysis and big words impress people.
Most people appreciate practical and understandable analyses.
Analysis comes at the end after all the data are
collected.
We think about analysis upfront so that we HAVE the data we WANT to
analyze.
Quantitative analysis is the most accurate type of data
analysis.
Some think numbers are more accurate than words but it is the
quality of the analysis process that matters.
190. Data have their own meaning.
Data must be interpreted. Numbers do not speak for
themselves.
Stating limitations to the analysis weakens the
evaluation.
All analyses have weaknesses; it is more honest and
responsible to acknowledge them.
Computer analysis is always easier and better.
It depends upon the size of the data set and personal
competencies. For small sets of information, hand
tabulation may be more efficient
192. Organize all forms/questionnaires in one place
Check for completeness and accuracy
Remove those that are incomplete or do not make
sense; keep a record of your decisions
Assign a unique identifier to each
form/questionnaire
193. By hand
By computer
Excel (spreadsheet)
Microsoft Access (database mngt)
Quantitative analysis: SPSS (statistical software)
194. Count (frequencies)
Percentage
Mean
Mode
Median
Range
Standard deviation
Variance
Ranking
Cross tabulation
http://learningstore.uwex.edu/pdf/G3658-6.pdf
195. Do you want to know how many individuals
checked each answer?
Frequency
Do you want the proportion of people who
answered in a certain way?
Percentage
Do you want the average number or average
score?
Mean
Do you want the middle value in a range of values
or scores?
Median
Do you want to show the range in answers or
scores?
Range
Do you want to compare one group to another? Cross tab
Do you want to report changes from pre to post? Change score
Do you want to show the degree to which a
response varies from the mean?
Standard deviation
196. Numbers do not speak for themselves.
For example, what does it mean that 55 youth reported a
change in behavior. Or, 25% of participants rated the program
a 5 and 75% rated it a 4. What do these numbers mean?
Interpretation is the process of attaching meaning to the data.
Interpretation demands fair and careful judgments. Often the
same data can be interpreted in different ways. So, it is helpful
to involve others or take time to hear how different people
interpret the same information.
Think of ways you might do this…for example, hold a meeting with
key stakeholders to discuss the data; ask individual participants
what they think
197. What did you learn? – about the program, about the
participants, about the evaluation.
Are there any ‘ah-has’? What is new? What was
expected?
Were there findings that surprised you?
Are there things you don’t understand very well – where
further study is needed?
We often include recommendations or an action plan. This
helps ensure that the results are used.
198. Written reports:
Be explicit about your limitations
Oral reports:
Be prepared to discuss limitations
Be honest about limitations
Know the claims you cannot make
Do not claim causation without a true experimental
design
Do not generalize to the population without random
sample and quality administration (e.g., <60%
response rate on a survey)
199. Incorrect denominator when calculating the
percentage
Do not average percentages
Using a single average that distorts or misrepresents
the range of information
200.
201. New Product Research Process
Generation of new product concepts
Evaluation and development of those concepts
Evaluation and development of the actual products
Testing in the context of the marketing program
Need Identification
Perceptual maps
Social and environmental trends
Benefit structure analysis
Product users
Focus-group interviews
Lead user analysis
Concept Identification
202. Test Marketing
Designing the sell-in market test
Selecting the test cities
Implementing and controlling the test
Timing
Measurement
Costs of a test market
Controlled Distribution Scanner Markets (CDSM)
Projecting Trial, Repeat and Usage Rate
Using
203. Gabor and Grainger method
Multi-brand choice method
Research for Profit-oriented Pricing
Research for Share-oriented Pricing
204. Warehouse and Retail Location Research
Center-of-gravity Simulation
Computerized Simulation Models
Catchment Area Analysis
Outlet Location Research
205. Number and Location of Sales
Representatives
Sales effort approach
Statistical analysis of sales data
Field experiments
Computerized models of sales force size and
allocation by market and by product line
206. Criteria
Recognition
Recall
Persuasion
Forced exposure, brand preference
change
On-air tests -- brand preference change
Customized Measures of
Communication / Attitude
Purchase Behavior
Coupon stimulated purchasing
Split-cable tests
Tracking Studies
Diagnostic Testing
Copy Test Validity
Qualitative Research
Audience Impressions of the Ad
Adjective Checklist
Eye Movement
Physiological Measurement
Budget Decision
Media Research
Measuring print vehicle audiences
Measuring broadcast vehicles
audiences