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MKT390 - MARKETING RESEARCH - Coggle Diagram

- - - - when collecting data, prepare instruction forms for supervisors/interviewers, tracking systems to ensure quotas are met, recording interviewers' performance efficiency
- - - - Person Administered Survey Methods - have trained interviewers that ask questions and record respondents' answers
        
        In-home interview: face-to-face question-and-answer exchange conducted in the respondent's home
        
        Executive interview: personal exchange with a business executive that typically takes place in the executive's office
        
        Mall-intercept interview: face-to-face personal interview that takes place in a shopping mall
        
        Purchase-intercepts: similar to mall-intercept, difference is it take place after interviews have observed a behaviour usually after selection or purchase of a particular product
        
        Advantages: adaptability, rapport, feedback, and quality of response
        Disadvantages: speed of data acquisition, possible recording error, interviewer-respondent interaction error, high expense
      - Telephone Administered Surveys - question-and-answer exchanges conducted via telephone
        Advantages:
        
        less expensive than face-to-face interview
        
        able to facilitate interviews with respondents across a wide geographic area, data can be collected relatively quickly
        
        enable interviewers to call back respondents who did not answer the telephone or who found it inconvenient to grant interviews when first called
        
        random digit dialing can be used to select a random sample
        
        Disadvantages:
        
        pictures or other nonaudio stimuli cannot be presented over telephone
        
        some questions become more complex when asked over the telephone
        
        tend to be shorter than personal interviews as some respondents hang up when telephone interviews becomes too lengthy
        
        limited by national borders, seldom used in international research
        
        high refusal rates as most people are unwilling to participate
        
        many people are annoyed by telephone research because it interrupts their privacy, dinner or relaxation time
        
        Increased use of telemarketing and illegal/unethical act of "sugging" (selling under the guise of research) has resulted in poor perception of telephone interview
        Computer-assisted telephone interviews (CATI) - integrated telephone and computer system in which the interviewer reads the questions from a computer screen and enters respondents' answers directly into the computer program. Advantage of CATI:
        
        lower cost per interview
        
        can send inbound calls to a particular interviewer who "owns" the interview and who can complete the interview at a later time
        
        eliminates the need for separate editing and data entry tasks associated with manual systems
        
        results can be tabulated in real time
        
        Increase response rates in direct mail and telephone-administered surveys:
        
        a follow-up contact which assigns the respondent a coded number to be entered into a draw for prizes
        
        cash incentives
        
        discounts on selected products and services associated with the buying behaviour of the target market upon completion of the survey
      - Self Administered Surveys - respondents read survey questions and record their own responses without the presence of trained interviewers
        Mail surveys
        
        sent to respondents through postal service
        
        inexpensive as there are no interviewer costs, training, travel or search costs
        
        can reach even hard-to-interview people
        
        drawback: low response rates, misunderstood or skipped questions, slow as there can be significant time lag between when the survey is mailed and when it is returned
        
        Mail panel surveys
        
        questionnaires sent to a group of individuals who have agreed to participate in advance
        
        panel can be test prior to the survey so that researcher knows the panel is representative
        
        prior agreement results in high response rates
        
        can be used for longitudinal research (same people can be questioned several times over a period of time which allows researcher to observe changes over time)
        
        Drop-off survey
        
        researcher hand-delivers questionnaire to selected respondents
        
        completed surveys are returned by mail or picked up by representative
        
        advantages: availability of a person who can answer general questions, screen potential respondents and create interest in completing the questionnaire
        
        disadvantages: more expensive
        
        Online surveys
        
        most frequently used survey method
        
        advantage: less expensive than other survey methods
        
        surveys are self-administered, no coding
        
        can reach hard-to-reach samples
        
        improved functional capabilities of website technologies over pen and paper surveys
        
        able to randomise the order of questions so that the effects of question order on responses are removed
  - - - 2 types of experiments:
        
        laboratory experiments: conducted in artificial settings, enable researcher to control the setting and therefore achieve high internal validity but it lack external validity
        
        field experiments: manipulates the independent variables to measure dependent variable in a natural setting, independent and extraneous variables are difficult to control due to the realism (great for test marketing)
        
        Test marketing - use of experiments to obtain information on market performance indicators. E.g. marketing mix variables (4Ps) are manipulated and changes in dependent variables such as sales volume or website traffic are measured. Often referred to as controlled field experiments, 3 broad applications in marketing research:
        
        used to pilot test new product introductions or product modifications
        
        used to explore different options of marketing mix elements
        
        product weaknesses or strengths or inconsistencies in the marketing strategies are frequently examined in test marketing
        
        Main objectives of test marketing:
        
        predict sales
        
        identify possible customer reactions
        
        anticipate adverse consequences of marketing programmes
      - researchers must understand validity and take steps to ensure they achieve it. Validity = extent to which the conclusions drawn from a particular research design, such as an experiment, are true
        
        internal validity: extent to which the research design accurately identifies casual relationships
        
        external validity: results of the experiment can be generalised to the target population. random selection of subjects and random assignment to treatment conditions are necessary for external validity but they are not necessarily sufficient to confirm that the findings can be generalised
  - - - sampling frame = list of eligible sampling units
      - Types of sampling methods: probability and non-probability sampling methods
        Probability sampling methods: everyone have an equal chance to be selected
        
        simple random sampling: use of table, align everyone accordingly from 1 to 45, randomly select 4 numbers to distribute
        - systematic random sampling: random start, skipped interval e.g. start with 4 with an interval of 2 person in between
        
        stratified random sampling: e.g. stratify by gender, female 60% choose 3, male 20% choose, everyone is homogeneous but everyone have an equal chance to be selected
        
        cluster sampling: 2 step process, area sampling, e.g. 80 district pick 3 randomly then pic 1 blk each from the 3 district
        
        Non-probability sampling methods: not everyone have an equal chance to be selected
        
        convenience sampling: friends, relative etc
        
        judgement sampling: judging the person on whether he/she should be selected, because you are judging, not everyone have the equal chance to be selected
        
        quota sampling: fulfilling a quota e.g. 3 female, 2 male, something like convenience sampling but there is a quota to fulfill
        
        snowball sampling: population is too niche, survey for parents with kids that are disabled, refer other parents, something like referring sampling, you have to know person in order to be referred
      - 7 factors in selecting sample design:
        
        research objectives
        
        degree of accuracy
        
        resources
        
        time frame
        
        knowledge of target population
        
        scope of research
        
        statistical analysis
      - 3 factors in determining sample sizes:
        
        variability of the population
        
        level of confidence desired in the estimate
        
        degree of precision desired
- - - - Key types of scales to measure attitudes and behaviours:
        
        likert scale: extent to which respondent agrees or disagrees
        
        semantic differential scale: unique bipolar ordinal scale
        
        behavioural intention scale: likelihood that people will demonstrate certain behaviour in future time frame
        
        noncomparative scales: graphic rating scale, performance rating scale
        
        comparative scales: rank-order scale, paired comparison scale, constant sum-scale