2.

06
Understand data-
collection methods to
evaluate their
appropriateness for the
research problem/issue
 Primary Data: Data obtained for the first time and
used specifically for the particular problem or issue
under study

Secondary Data: Data that has already been

collected for some purpose other than the current
study

Secondary data is less expensive to collect than

primary data

Itis most effective for companies to decide what

secondary data it will use before collecting primary
data.
 Methods of collecting
primary data
1. Survey method a research technique in which information is
gathered from people through the use of surveys or questionnaires.
Surveyors usually use a sample of the entire target population to get
results
Personal interview involves questioning people face-to-face. Often
conducted in central locations. Advantage: People are likely to
respond. Disadvantage: Costly
Focus group interview- involves eight to twelve people who are
brought together to evaluate a product, design, or strategy under the
direction of a skilled moderator
Telephone interview quick, efficient, and relatively inexpensive.
Disadvantage: some people are unwilling to participate
Mail survey relatively inexpensive way to reach a large audience.
Respondents are generally honest and find this type of survey less
intrusive. Disadvantage: return rate for mail surveys is only 10%.
Internet survey includes wide-open polls, anybody-can-answer polls,
invitation-only surveys, password protected research sites, and
Internet based panels.
 Methods of collecting
primary data
2. Observation method a research technique in which
the actions of people are watched and recorded either
by cameras or observers.
Mystery shopper a researcher who poses as a
customer
Point-of-sale research a research technique that
combines natural observation with personal
interviews to get people to explain buying behavior
3. Experimental method a research technique in
which a researcher observes the results of changing one
or more marketing variables while keeping certain other
variables constant under controlled conditions. Often
used to test new package designs, media usage, and
new promotions.
 The Marketing Survey
Businesses need valid and reliable data to make good decisions.
Marketing researchers need to know how to construct survey
instruments that provide the necessary information to assist in
the decision-making process.
Reliability exists when a research technique produces nearly
identical results in repeated trials.
Validity- exists when the questions asked measure what was
intended to be measured
Questions can be either Open-ended or Forced-choice
Open-ended questions ask respondents to construct their own
response to a question.
Example: How can we serve you better?
Forced-choice questions ask respondents to choose answers
from possibilities given. These are the simplest questions to
write and the easiest to tabulate.
Can be multiple-choice questions, rating or ranking scales, and
level of agreement scales.
 The Marketing Survey
Yes/No Questions: Only gives two options, should
only be used when asking for a response on one
issue.
Multiple-choice Questions: Gives the respondent
several choices, important that the options are made
comprehensive enough to include every possible
response. Usually includes an other option.
Rating Scale Questions: Variety of questions used
such as very satisfied to very dissatisfied, or
excellent to poor.
Level of Agreement Questions: Used to assess
attitudes or opinions. Commonly used options:
strongly agree (SA), agree (A), neutral (N), disagree
(D), and strongly disagree (SD).
 Basic Guidelines for
Writing Questions

Should be written clearly

Should be as brief as possible
Do not ask leading questions which suggest a
correct answer
Avoid bias
Avoid questions that might cause a
respondent to guess at the meaning of your
question.
Pretest allows for correction of any
misleading questions, directions, or problems
 Formatting Surveys
Need excellent visual appearance and design to appeal to
respondents.
Use dark ink on light paper (Contrast)
Use type that is easy to read
Shade sections for contrast
Use arrows to lead the reader
Use section headers or numbers on individual survey sections
Number the questions
Directions for completion must be clear
Use a variety of question types (All answers should not be
yes)
Group demographic questions about gender, age, ethnic
background, and education, etc. at the end of the
questionnaire.