Marketing Research & Strategies: Quantitative Research
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Transcript of Marketing Research & Strategies: Quantitative Research
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MARKETING RESEARCH & STRATEGIESBUSI-348-01Professor ConradQuantitative Research
2 SURVEY RESEARCH • Review research problem and objectives• Quantitative Research and Survey Design Defined• Response Rate Calculations• Survey Data Collection Methods
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REVIEW Define the Research Problem
Failure to meet an objective (negative) or identification of an opportunity (positive)1. Recognize the problem2. Conduct a situation analysis3. Determine the decision(s) that need to be made4. Identify additional information that is needed5. Develop a concise problem statement
Develop Research Objective Further specifies the kind of information required, often including terminology specific to
a product category or technology Define the Constructs and Variables to be measured
Construct: abstract idea or concept composed of a set of attitudes or behaviors that are thought to be related (Burns, Veeck and Bush, 2017, p. 51)
Variable: something that changes or that can be changed : something that varies (Meriam-Webster Dictionary, 2017)
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ACTIVE VERBS FOR OBJECTIVESIdentify
DefineMonitor
DescribeExplore
GenerateEvaluatePrioritize
SelectTest
MeasureTrack
Problems, opportunities, choice criteriaConcept, design, potentialTrends, competition, diffusionUsage model, decision process, work contextPerceptions, reactions, remediesHypotheses, alternatives, enhancementsFeasibility, attractiveness, potentialSegments, needs, opportunitiesProduct concept, ad execution, pricePreference, direction, profitabilityGrowth, size, frequencySpending, satisfaction, awareness
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RESEARCH ACTIVITYClient: Dough Re MiBuckhannon, WV
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PROBLEM STATEMENT AND OBJECTIVESThe owner is concerned about how her business is going.• What is the status of sales for Dough Re Mi?
Secondary Research• Sales have remained stagnant for the past 12
months.
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PROBLEM STATEMENT AND OBJECTIVESQualitative Research• Why are sales remaining stagnant?• Conducts impromptu interviews off-site and
identifies that people don’t know about Dough Re Mi.Problem Statement for Quantitative
Research• How can we improve the awareness of Dough Re
Mi?
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PROBLEM STATEMENT AND OBJECTIVESDefining Constructs• Awareness and knowledge of local
businesses• Buckhannon residents• WVWC studentsDefine Variables
• Methods for gaining awareness/information
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PROBLEM STATEMENT AND OBJECTIVESResearch Objectives• Identify traditional promotional tactics
students use to learn about local businesses.
• Identify non-traditional promotional tactics students use to learn about local businesses
• Define the best possible promotional tactics to increase awareness with students
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WHAT IS QUANTITATIVE RESEARCH?Descriptive Research
“A research design in which the major emphasis is on determining the frequency with which something occurs or the extent to which two variables co-vary” (American Marketing Association, 2017).
Consumers are represented as precise sets of numerical relationships
To make measurements of the relationships“Research involving the administration of a set of structured questions with predetermined response options to a large number of respondents” (Burns, Veeck and Bush, 2017, p. 113)
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SURVEY COLLECTIONDifference from Qualitative Research
Questions and answers are predesigned Large number of respondents
Evolution
PanelsInternet-
based Surveys
Computer-assisted
Telephone Interviews
Telephone-based Data Collection
Printed Questionnaire
s
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Cost for Survey Research Sample Size
Free if you use your own list Panels can cost a few $1,000 Phone survey can cost >$100,000
Access to Sample General consumer population is less Specialized populations can be expensive
Survey Length Longer surveys affects response rate
Analysis Sophisticated analysis can be expensive Modest compared to other costs
Reasons for Survey Research
Customer Satisfaction Segmentation Studies Product Usage and Ownership Purchase Intentions Brand Image and Perceptions Tracking Studies Media Usage Readership Studies
SURVEY COLLECTION
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Tells ‘what’ but not ‘why’Inability to probe for moreSimilar to interviews, may be limited and biasedResponse rates are increasingly declining (Why?)
ADVANTAGES
Provides large sample precisionStandardization
Easy and cost-efficientAnalysis is easy with technology
Reveal complex, multi-level distinctions among groups
Can compare segments/subgroups
DISADVANTAGES
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RESPONSE RATE GOALSThe higher the response rate, the more accurate the results
McQuarrie (2016) >50% offers worst-case scenario <50% is an issue (McQuarrie, 2016)
SurveyGizmo.com (2017) Internal surveys (to employees/staff) typically receive 30-40% on average
External surveys (to customers) will average a 10-15% response rate
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Activity:Dough Re Mi wants their survey to be 95% accurate with a +/-5% Margin of Error. What percentage of the total population needs to respond to the survey to provide the desired statistical accuracy?Consider:• Total Population• Demand for Coffee
Shops
5%
Source: (Van Bennekom, 2017)
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CALCULATE THE NUMBER OF INVITES Activity:
Dough Re Mi will be using an incentive to increase response rates: A drawing for 3 $25 gift certificates.With this in mind, the owner expects a high response rate of 60%.How many invitations need to be sent out to meet this expectation?
Source: SurveyMonkey.com
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IMPROVING RESPONSE RATESSurvey Design
Keep your survey short (10 minutes max)
Keep your language simple Let respondents skip open-ended questions
Test before full deploymentFocus on the Audience
Use a qualifying question to eliminate the wrong people
Source: SurveyMonkey.com and SurveyGizmo.com
Encourage Responses Offer survey results Offer incentive (e.g. drawing for gift card)
Survey Deployment Keep contact info up-to-date E-mail + Social Media + Print Customize the invite Send out reminders
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METHODS FOR COLLECTING DATA
Person-administered and computer-assisted• In-home survey• Mall-intercept
survey• In-office survey• Telephone survey
Computer-administered• Fully automated
survey• Online survey
Self-administered• Group self-
administered survey
• Drop-off survey• Mail survey
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RESEARCH ETHICS Treat respondents with respect and in a professional manner. Protect the rights of respondents, including the right to refuse to participate in
part or all of the research process. Influence no respondent’s opinion or attitude through direct or indirect
attempts, including the framing or order of questions. Protect the privacy of respondents. Proactively or upon request identify by name the research organization
collecting data. Obtain consent from respondents prior to utilizing their data in a manner
materially different from that to which the respondent has agreed. Ensure that respondent information collected during any study will not be used
for sales, solicitations, push polling or any other non-research purpose.Source: (Marketing Research Association, 2013)
22 QUESTIONNAIRE DESIGN
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MEASURES FOR QUESTIONNAIRE CONTENTNominal
• Categorizes respondents into subgroups• Descriptive characteristic• Demographics: Age, income, occupation,
education• Answers are standard
Ordinal• Profiles the respondents• Relative size difference: Greater than/less than• Natural order of object: 1st, 2nd or 3rd • Exact differences are unknown
Scale
• Measures the level of something: satisfaction• Ratio scale: has a true zero origin (dollars,
miles, years)• Interval scale: subjective (More likely, likely,
less likely)
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COMMONLY USED INTERVAL SCALESLikert Scale
Measures the intensity of the respondent’s feelings Lifestyle inventory uses Likert scales
Purchase behaviors such as usage of a product, visits to a store or other customer types
Statement Strongly Agree
Agree Neutral Disagree
Strongly Disagree
Vans shoes are good looking O O O O OVans shoes are reasonably priced O O O O OYou next pair of shoes will be Vans O O O O OVans make you look cool O O O O O
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LIKERT SCALE PRACTICEUsing each of the following student activities, write the statement that would appear on a college student lifestyle inventory questionnaire. Statement Strongl
y Disagree
Disagree
Neutral Agree Strongly Agree
Studying 1 2 3 4 5Going Out 1 2 3 4 5Working 1 2 3 4 5Exercising 1 2 3 4 5Shopping 1 2 3 4 5Dating 1 2 3 4 5Spending Money 1 2 3 4 5
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COMMONLY USED INTERVAL SCALES Semantic Differential Scale
Properties of an object are measured by indicating locations along its continuum
Measures the implied meanings of an object, person or experience to understand the attitude toward the object
After selecting a concept or object, choose bipolar pairs of words/phrases used to describer the object’s noticeable properties. Hot – Cold High quality – Low quality Convenient – Inconvenient
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QUESTIONNAIRE DESIGN PROCESS
Determine what and
how to measure
• Identify construct’s properties and type of measure for each
Decide on wording
• Word each question using dos and avoiding don’ts
Organize questionnair
e
• Write introduction, put questions in order, use skip logic as needed
Finalize and launch
• Get client approval, pretest, code and launch
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BEST PRACTICE1. Questions should be clear, simple, specific and relevant to the study2. Focus on current attitudes and very recent behavior3. Start with general questions and move into more specific questions4. Avoid vague words (pretest)5. Use 5 – 8 response options for Likert-type response scales6. Include neutral/no opinion option on scale questions if possible7. Numeric labels should be shown to respondents8. Numeric/verbal scale endpoints should be explicit9. Use lower numbers to represent “Disagree,” higher for “Agree”10. Off a “Don’t Know” response11. Place demographic questions at the end of the questionnaire
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DEVELOPING QUESTIONS
Develop research questions
that measure…
Attitudes
Beliefs
Behaviors
Demographics
Your research questions should measure• Attitudes• Beliefs• Behaviors • DemographicsThat are relevant to the research being conducted
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DEVELOPING QUESTIONSDO
Stay focused on a single topic Keep it brief Keep it grammatically simple Keep it crystal clear
DON’T
“Lead” the respondent Use “loaded” questions
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Stay focused on a single topic
Keep it brief Keep it grammatically simple
Keep it crystal clear
X “Lead” the respondent
X Use “loaded” questions
X Use ‘double-barreled” questions
X Use words that overstate the case
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PUTTING THE SURVEY TOGETHER Introduction
Who is doing the survey? What is the survey about? How did you select the participants? Motivate them to respond.
Use incentives (Intrinsic and extrinsic) Ensure anonymity Ensure confidentiality
Qualify the participant with screening questions
Take great care writing the introduction – first impression of the research project for the participant. The intro could be what persuades them to respond to or ignore your questionnaire.
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FLOW OF QUESTIONSScreening
??Have you shopped at
JCPenneys before?
Is this your first visit to the store?
Used to select the right respondent for the
survey.
Warm-up ??
How often do you shop at JCPenneys?
On what days of the week do you usually
shop for dress clothes?
Easy to answer, generates interest
Transition Statement
sFor the next few
questions, we will provide several
statements for which you will rate your level
of satisfaction.
Notifies respondent that format or subject
of questions is going to change.
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FLOW OF QUESTIONSComplicated
??Rate each department on a friendliness of salespersons
on a scale of 1 to 10.
Respondent is committed by now. They need to be told or see that they’re
nearing the end.
Classification ??
What is your gender?
What is your annual income?
Personal (and possibly offensive) are placed at the
end.
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WRITE QUESTIONS FOR DOUGH RE MI Problem Statement
How can we improve the awareness of Dough Re Mi?Constructs/Variables
WVWC Students’ awareness and knowledge of local businesses
Methods for gaining awareness/informationResearch Objectives
Identify traditional promotional tactics students use to learn about local businesses.
Identify non-traditional promotional tactics students use to learn about local businesses
Define the best possible promotional tactics to increase awareness with students
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Marketing Research Association. (2013). MRA Code of Marketing Research Standards. Retrieved from Insights Associations: http://www.insightsassociation.org
Van Bennekom, F. (2017). Survey Statistical Confidence: How Many is Enough? Retrieved March 4, 2017, from Great Brook Consulting: http://greatbrook.com/survey-statistical-confidence-how-many-is-enough/
Variable. (n.d.). Retrieved March 10, 2017, from https://www.merriam-webster.com/dictionary/construct