Secondary Data Qualitative Research & Surveys Research

Prof. Rushen Chahal

Prof. Rushen Chahal

Secondary Data
Data that have been previously gathered

Information

Can help to clarify or refine the issue or problem; Might provide solution to research problem; Might provide primary data research alternatives; Can alert the researcher to other problems; Provides background information enhancing research credibility.
Prof. Rushen Chahal

Secondary Data
Data that have been previously gathered

Might be outdated or questionable; Qualitative nature makes analyses difficult; Could be misapplied to your situation; Might be biased - intentionally or unintentionally; Lack of available data on your topic.
Prof. Rushen Chahal

Secondary Data
Data that have been previously gathered
Relevance: Does the data measure what we think it measures? Does it apply to the audience we think it applies to?

Determining its Quality & Application Limitations

Timeliness: Have we received it in time to make decisions/conclusions? Are data out of date / when were the data collected? Quality / Accuracy: How were the data obtained - what methods were used? Who collected the data were there any biases? Why and for what purpose was the data collected? Completeness: Is the whole story captured - are we parsing the data? Is there a sufficient amount of data to tell the story? Insufficiency: Not enough good data exists to make a sound decision.
Prof. Rushen Chahal

Primary Data
New data gathered to help solve the problem under investigation

Gathered directly from customer or end user; It can be expensive; It is often time consuming; It can be representative of the population; Is generally for use related to research issue. Key Methods: Surveys Focus groups Interviews Observation Studies Market Testing Experiments

Prof. Rushen Chahal

Internal Databases
A collection of related information developed from data within the organization. Database Marketing: Marketing that relies on the creation of a large computerized file of customers and potential customers profiles and purchase patterns to create a target marketing mix. Cookie: A text file placed on a users computer in order to identify the user when the user revisits the Web site.
Prof. Rushen Chahal

Internal Databases Some Key Features:

Creation of large - up to date - computerized file; Can include current, past, or potential customers; Might be focused on demographic, purchase behaviors; A development of customer profiles results; Should enable one to generated direct marketing mailers /e-mails targeted at specific customers based on their buying behavior; Can be used to collect customer information from your Web site; Should be organized to enable you to search the database using queries; Should be compatible with database software that will enhance analysis.
Prof. Rushen Chahal

Internal Databases - Data Mining

Reading between the computer lines

Neural Network:
A computer program that mimics the processes of the human brain and thus is capable of learning from examples to find patterns in data.

Data Mining:
The use of statistical and other advanced software to discover non-obvious patterns hidden in a database.
Some Applications: Customer acquisition Customer retention Customer abandonment Market basket analysis
Prof. Rushen Chahal

Battling Over Privacy

Gramm-Leach-Bliley Act Health Insurance Portability and Accountable Act Schumer-Nelson ID Theft Bill
Prof. Rushen Chahal

Secondary Data on the Internet

30 of the top marketing research firms. Click to go to respective site
www.vnu.inc imshealth.com www.infores.com www.westat.com www.kantargroup.com arbitron.com www.ipsos-na.com www.maritzresearch.com idpa.com npd.com www.harrisinteractive.com www.opinionresearch.com marketstrategies.com www.morpace.com
www.customerresearch.com

icrsurvey.com www.burke.com knowledgenetworks.com

www.nopworld.com www.tns-global.com www.nfow.com synovate.com

www.crresearch.com abtassociates.com irwonline.com www.wirthlin.com Prof. Rushen Chahal

walkerinfo.com liebermanresearch.com www.nationalresearch.com vanderveer.com

Data on the Internet

Some Helpful Links
Some Links From Wiley

US Federal Statistics

US Small Business Administration

US Bureau of Labor Statistics

US Census Bureau

Prof. Rushen Chahal

Information Management
Some Other Tools Newsgroup: An Internet site where people can read and post messages devoted to a specific topic. Geographic Information Systems - GIS: A computer-based system that uses secondary and/or primary data to generate maps that visually display various types of data geographically. Decision Support Systems - DSS: An interactive, personalized information management system designed to be initiated and controlled by individual decision makers. Key Components: Interactive Flexible Discovery Oriented Easy to Learn and Use
MDSS Database Structure: Manager
Modeling Display Analysis Database

Environment

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Prof. Rushen Chahal

MDSS Database Structure

Manager

Modeling

Display

Analysis

Database

Environment

Prof. Rushen Chahal

Qualitative Research

Prof. Rushen Chahal

Prof. Rushen Chahal

Nature of Qualitative Research

Qualitative:
Research whose findings are not subject to quantification or quantitative analysis. Its research conclusions are not based on precisely, measurable statistics but on more subjective observations and analysis.

Quantitative:
Research that uses mathematical analysis. Typically research analysis is done using measurable, numeric standards.
Prof. Rushen Chahal

Qualitative Research Vs. Quantitative Research

Issue Qualitative Quantitative

Types of questions Sample size Information per respondent Administration requirements Types of analysis Hardware Degree of replicability Researcher training

Probing Small Substantial Interviewer with special skills Subjective & interpretive Records, projection equip., etc. Low softer sciences Psychology, sociology, marketing marketing research Exploratory

Limited probing Large Varies Not as specialized statistical & summation Questionnaires / computers High harder sciences Statistics, decision models marketing research Descriptive or causal

Type of research

Prof. Rushen Chahal

Limitations of Qualitative Research

1. Attitudinal, perception, and belief differences revealed during qualitative research might not be easily measure. Quantitative research will more precisely measure these differences. 2. Qualitative research is often not statistically representative of the general population. Although qualitative results might give you a good idea about the population, they do not allow you to precisely gauge the populations responses based on the limited sample typical of qualitative research. 3. Anyone can purport to be an expert.
Prof. Rushen Chahal

Qualitative Research Methods

Factors to Consider:
Focus Groups Interviews Observation Concept Testing Perceptual Mapping Time and budget; How the research results will be used; Product and service tangibility; Research goals and objectives; Participant availability and willingness; Desired analysis sophistication; Whether quantitative research follows.

Prof. Rushen Chahal

Growing Role of Focus Groups

Focus Group Defined:
A group of eight to 12 participants who are led by a moderator in an in-depth discussion on one particular topic or concept.

Group Dynamic

Interacting among people in a group. The moderator must manages this issue deftly.

Some Key Characteristics:

Good for idea generation, brainstorming, and understanding customer vocabulary; Can be helpful in gaining insight to motives, attitudes, perceptions; Can reveal needs / likes & dislikes / prejudices driven by emotions.
Prof. Rushen Chahal

Conducting a Focus Group

Decide on the key focus group objectives; Use secondary research to hone questions; Select focus group facility and participants; Begin recruiting after deciding on participant incentives; Select a moderator; Develop a moderator guide to chart flow of focus group; Conduct the focus group - generally about two hours; Review the videotape, your notes and analyze the results; Prepare a written report.
Prof. Rushen Chahal Moderator Analyses Results

Conducting a Focus Group

The Participants:
Selection process: Potential opinion leaders are best Participants must be screened for relevance to the topic

The Location:
A focus group facility - A research facility consisting of a conference room or living room setting and a separate observation room with a one-way mirror or live audiovisual feed.

The Moderator:

A person hired by the client to lead the focus group; this person should have a background in psychology or sociology or, at least, marketing. Create moderator's guide to include: Timetable for each topic , clear goals/questions to be answered Strategy for keeping group on task / focused Managing the group dynamics is critical
Prof. Rushen Chahal

The Moderator and the Focus Group

Building Rapport

Meet and greet the participants before the focus group; Ask personal questions during the warm-up; Reveal personal information about yourself; Ask for the participants assistance during the process; Use humor when appropriate; Dress a the same level as the respondents; Start the focus group session sitting down; Have a discussion guide to assist.
A written outline of topics to be covered during a focus group discussion.
Prof. Rushen Chahal

What Makes a Good Moderator?

Some Typical Characteristics

Is genuinely interested in peoples: behavior, emotions, lifestyles, passions, prejudices, and opinions Is accepting and appreciative of participant differences; Is objective and open minded; Has good listening skills; Has good observation skills - can pick-up on body language; Is interested in a wide array of subjects; Prepares for the topic at hand to enhance credibility;
The Moderator's Role is Key

Prof. Rushen Chahal

What Make a Good Moderator?

Some Typical Characteristics

Has good oral, written, and organizational skills; Is able to deftly manage conversation flow; Is good at follow-up questioning and probing; Has good attention to detail and is precise; Should understand the clients business and industry; Should be able to provide strategic leadership to management; Should to be personably agreeable and easy to work with.
The Moderator's Role is Key

Prof. Rushen Chahal

Benefits and Drawbacks of Focus Groups

Participants candor; Looks the customer in the eye; Generates fresh ideas / brainstorming; Allows client to observe & comment onsite; Can be executed quickly; Can enhance other data collection methods; Participants provide valuable information useable for the next research phase.

Expense & time; Expertise needed; Participation issues - no shows; Interpretation is subjective; Often misused as representative the general population.
Prof. Rushen Chahal

Online Focus Groups

Low costs & no geographic barriers; Can be executed quickly; Good for generating fresh ideas / brainstorming; Can enhance other data collection methods; Participants provide valuable information for the next research phase.

Loss of group, hands-on, dynamic; Interpretation is subjective; Projective techniques are less effective; Security - you dont know who else might be at the computer; Non-verbal inputs will be generally / often missed; Attention to the topic - participants often drift; Loss of direct client observational involvement; Often misused as representative the general population; Exposure to external stimuli stymied; Role and skill of moderator not fully realized.
Prof. Rushen Chahal

Other Trends in Focus Group Research

Combining online and telephone focus groups; Videoconferencing; Viewing focus groups online.

Prof. Rushen Chahal

Other Qualitative Methodologies

Depth Interviews

Depth Interviews:

One-on-one interviews that probe and elicit detailed answers to questions, often using nondirective techniques to uncover hidden motivations.

Key Techniques: Advantages & Disadvantages: Hidden issue questioning Group pressure is eliminated; Symbolic analysis approach More costly than a focus group; More personalized attention given; Often geared towards getting underlying information; Interviewee becomes more sensitive to nonverbal clues; Respondent can be less forthright as the focus is on them; An interview lacks the advantage of group dynamics; Can result in limited ground getting covered; An interview can be conducted anywhere you dont need a facility.
Prof. Rushen Chahal

Laddering approach

Other Qualitative Methodologies

Projective Tests

Projective Tests:

Technique tapping respondents deepest feelings by having them project those feelings into and unstructured situation.

Underlying

Word Association; Cartoon Tests; Photo Sorts; Customer Drawings; Storytelling; Sentence and Story Completion; Third Person Technique. Chahal Prof. Rushen

Information

Use a Variety to Maximize Effect.

Survey Research: The Profound Impact of the Internet

Prof. Rushen Chahal

Prof. Rushen Chahal

The Popularity of Survey Research

Why

How

Who

Prof. Rushen Chahal

Survey Research Error

Total Survey Error Unintentional vs. Intentional Respondent vs. Researcher
Sample Design
Selection Population Specification Frame

Random

Systematic Bias

Measurement
Processing Response Bias Non-response Bias Measurement Instrument Bias Interviewer Surrogate Information
Prof. Rushen Chahal

Survey Research Error

Key Definitions Random Error or Random Sampling Error: Error resulting from chance variation. Chance Variation: The difference between the sample value and the true value of the population mean. Systematic Error or Bias: Error that results from problems or flaws in the execution of the research design; Sometimes called non-sampling error. Sample Design Error: Systematic error that results from an error in the sample design or sampling procedures.

Prof. Rushen Chahal

Survey Research Error

Key Definitions Population Specification Error: Error resulting from incorrectly defining the population or universe from which a sample is chosen. Selection Error: Error that results from incomplete or improper sampling procedures or not following appropriate procedures. Measurement Error: Systematic error that results from a variation between the information and what is actually obtained by the measurement process.

being sought

Surrogate Information Error: Error that results from a discrepancy between the information needed to solve problem and that sought by the researcher.
Prof. Rushen Chahal

Survey Research Error

Key Definitions

Interviewer Error or Interviewer Bias: Error that results from the interviewers influencing consciously or unconsciously - the answers of the respondent. Measurement Instrument Error: Error that results from the design of the questionnaire or measurement instrument; also known as questionnaire bias. Processing Error: Error that results from the incorrect transfer of information survey document to a computer.

from a

Prof. Rushen Chahal

Survey Research Error

Key Definitions
Non-response Bias: Error that results from a systematic difference between those who do and those who do not respond to the measurement instrument. Refusal Rate: Percentage of persons contacted who refuse to participate in a survey. Response Bias: Error that results from the tendency of people to answer a question incorrectly through wither deliberate falsification or unconscious misrepresentation. Sampling Frame: The list of the population elements or members from which units to be sampled are selected. Frame Error: Error that results from incorrectly defining the population or universe from which a sample is chosen.
Prof. Rushen Chahal

Types of Surveys
Mail & Mail Panels E-Mail & Internet Mall Intercept Interviews Telephone Surveys Door to Door Computer Assisted Self Administered Executive Interviews Longitudinal Study Methods to Increase Response Rates:

Pre-Test (to make it the best survey it can be) Appeals (greater good, etc.) Deadlines (not too long or short) Incentives (money, giveaways, etc) Confidentiality / Anonymity Sponsorship (careful - the name could hurt) Cover Letter (explaining survey purpose) Personalization (tailor to respondents) Preliminary Notification / Follow-up Interesting Topic/Questions Return Postage/Outgoing Types Questionnaire (size, length, color)
Prof. Rushen Chahal

Types of Surveys
Door to Door: Interviews conducted face to face with customers in their homes. pros - direct customer contact, can demonstrate products, responses rates still good. cons - expensive, bad image, liability, safety issues. Executive Interviews: Industry equivalent of door-to-door interviewing. pros - talking with decision maker is valuable, can have complicate questioning. cons - hard to get decision maker, limited sample size, not reflective of the population. Mall Intercept Interviews: Face-to-face interviews conducted by intercepting people at high traffic locations. pros - direct customer contact, can test products, human interaction. cons - expensive, not always representative of the population, bad image.

Prof. Rushen Chahal

Types of Surveys
Central Location Telephone Interviews: Interviews conducted by calling respondents from a central location. pros - good segmentation, can verify respondent as the right person. cons - cost, response rates slipping, need to have short surveys.

Computer Assisted Telephone Interviews (CATI): Central-location telephone interviews in which interviewers enter respondents answers directly into a computer. pros - data can be directly entered into computer, can have complicated skip patterns, data entry errors rare. cons - computer glitches, need interviewer training, the equipment can be expensive. Cell Phone Surveys: cons Generally not permitted by law
Prof. Rushen Chahal

Types of Surveys
Self Administered Questionnaires: Questionnaires filled out by respondents with no interviewer present. pros - respondents can take their time, good response rates. cons - respondents often take a long time, researcher can overcomplicate the survey since respondents have more time. Mail Surveys: Ad hoc / cross sectional and mail panels / longitudinal. pros - not too expensive, can get targeted mailing lists, longer questionnaires. cons - low response rates, mailing list often out of date, not sure who completed the survey, manual data entry common. E-mail - Internet: pros - cheap, direct access, can get quick information, can download results can contact hard-to-reach people, good responses rates for web. cons - response rates low for e-mail , cant verify responder, security issues, not always representative of the population.
Prof. Rushen Chahal

Types of Surveys
Cross Sectional and Longitudinal

Cross Sectional Surveys: Are one time snapshots of population Use the same survey & different sample

Longitudinal Surveys: Identify market trends Use the same survey & same sample Use tracking panels & groups
Prof. Rushen Chahal

Survey Research on the Internet

Low costs & no geographic barriers; Can be executed quickly / real time results; Ready personalization; Good for generating fresh ideas / brainstorming; Can enhance other data collection methods; Generally higher response rates; Simplified panel management; High profitability for research firms.

Information security real and perceived; Not everyone has easy access to the Internet; Often not representative of the general population; Connecting speeds can slow down certain survey applications; Anyone can take the survey if not password protected; Can be hard to track Rushen Chahal and who did not respond. who responded Prof.

Survey Research on the Internet

SSL (Secure Socket Layer): Computer encryption system that secures sensitive information.

Unrestricted Internet Sample: Self-selected sample group consisting of anyone who wishes to complete an Internet survey.
Prof. Rushen Chahal

Methods of Conducting Online Surveys

Converted CATI Systems; Web Survey Systems; Survey Design and Web Hosting Sites;

Screened Internet Samples; Recruited Internet Samples; Recruited Panels; Renting Internet Panels; SurveySpot Panel; Global eSamples; Data Capture of Visitors; Household Panels.

Prof. Rushen Chahal

Chapter Five

Decision Analysts Online Household Panels

American Consumer Opinion; Technology Advisory Board; Executive Advisory Board; Contract Advisory Board; Physicians Advisory Council; Medical Advisory Board.

CopyTrack CopyTest ConceptTest

Prof. Rushen Chahal

Accessing the Population

The percentage of people or households in the general population that fit the qualifications to be sampled.

Getting to Yes.

The percentage of qualified persons contacted who agree to complete the survey.

Prof. Rushen Chahal

Creating Online Questionnaires

The Interactive Marketing Research Organization: An organization dedicated to the development, dissemination, and implementation of interactive marketing research concepts, practice, and information.
For More Information Click Below:

Prof. Rushen Chahal

Determination of the Survey Method

Sampling Precision; Budget - Cost / Benefit Analysis; Requirements for Respondent Reactions; Quality of Data Desired/Required; Desired Questionnaire Length; Incidence and Cooperation Rates; Questionnaire Structure; Time Available to Complete the Survey; Desired Response Rate; How the Data Will be Used.
Prof. Rushen Chahal