Consumer Research Process

Define the Research Objectives List the Information Needed Design Data Collection Project Select the Sample Type Determine the Sample Size Carry Out the Field Work Analyze Data and Prepare Report

1. Specifying Research Objectives

What is the purpose of this study?
What are the objectives of this research? Managers biases Put research objectives in written form- can be discussed & agreed upon(for appropriate research design) later by the manager and researcher.

An objective statement helps in deciding:

Type of information needed Level of information needed

The type of study to be conducted

The research design for study

Errors in Research Objectives

Can take a research to a wrong direction

Can be avoided by:

Careful selection of sample type & size Careful design of questions Clear understanding of managers perspective, needs and decision making Working together with the manager

2. Listing the Information needed

Content of list is determined by the research objectives and the situation leading to research request

Managers often leave listing the information needed to the researcher

Variance between the researchers list and managers list major source of error in service marketing research Error can be avoided by working together and foreseeing future events(if-then)

Clarity on use of findings of research helps in deciding list

3. Data Collection
After first two steps, researcher should determine whether:

The data is already available(in company record or from outside)

Secondary Data Collection

Not available
Primary data collection from the field *Primary data collection should be pursued only after sufficient secondary data review

Primary Data
Primary Data

vs. Secondary Data

Secondary Data

1. More detail and specific information for the problem at hand

1. Data already collected for a problem other than the one at hand

2. Data collection is costly and time consuming

2. Lesser cost and time required

3. Yields a more accurate picture than studies based on secondary data alone

3. Sufficient in most cases for problem solving and provides clues and direction for primary research

Primary Data Collection

If the information needed is not available through secondary sources, researcher will have to collect it from the field. Sources of error in designing a primary data collection project:
Poor or inappropriate research design Improper selection of respondents Asking unclear or ambiguous questions Wrong scale of study (large or small scale study) Poor experimental design

Avoiding errors in primary data collection: Suggestions

a) Should the research be exploratory or conclusive? b) Who should be interviewed and how? c) Should only a few cases be studied or a large sample? d) How should the data collection form be designed?
Type of questionnaire (PI, telephone interview, mail survey)? Content and wording of each question? Type of questions? Sequence of questions?

Secondary Data Collection

The data that have already been collected for purposes other than the problem at hand.
Secondary data help to:
Identify the problem Define the problem better Develop an approach to the problem Formulate an appropriate research design Answer certain research questions & test some hypotheses Interpret primary data more insightfully

Criteria for Evaluation of Secondary Data

Criteria Specification methodology Issue
Data collection method, Response rate, Quality of data sampling, technique, Sample size, Questionnaire design, Field work data analysis

Remarks
Data should be reliable, valid, and that can be generalized to the problem at hand

Error/ Accuracy

Examine errors in approach, Research Assess accuracy by comparing design, Sampling, data collection, Reporting data from different resources

Currency

Time lag between collection and publication, frequency of updates Why were the data collected? Definition of key variables, units of measurement, Categories used- relationships examined

Census data is periodically updated by syndicated firms The objectives will determine the relevance of data to the problem at hand Data should be obtained from the original source rather than acquired source

Objective nature

dependability Expertise, Credibility, reputation and

trustworthiness of the source

Classification of Secondary Data

Ready to use

Internal
Need further processing

Secondary
Published

External

Computerized

Syndicated