Primary and Secondary data

Primary Versus Secondary Data

Primary data: information that is developed or gathered by the researcher specifically for the research project at hand.
Questionnaire and observation

Secondary data: information that has previously been gathered by someone other than the researcher and/or for some other purpose than the research project at hand.

Uses of Secondary Data

Secondary data has many uses in marketing research and sometimes the entire research project may depend on the use of secondary data. Applications include economic-trend forecasting, corporate intelligence, international data, public opinion, and historical data. See www.secondarydata.com.

Advantages of Secondary Data

Obtained quickly Inexpensive Usually available Enhances existing primary data May achieve research objective

Disadvantages of Secondary Data

Incompatible reporting unitsneed zip code data and only have County data. Measurement units do not matchneed per capita income and only have household income. Data are outdated.

Essential characterstics for selecting secondary data

Following questions should be answered before choosing secondary data

What was the purpose of the study? Who collected the information? What information was collected? How was the information attained? How consistent is the information with other information?

Locating Secondary Data Sources

Step 1:Identify what you wish to know and what you already know about your topic. Step 2:Develop a list of key words and names. Step 3:Begin your search using several library sources.

Locating Secondary Data Sources

Step 4:Compile the literature you have found and evaluate your findings. Step 5:If you are unhappy with what you have found or are otherwise having trouble and the reference librarian has not been able to identify sources,use an authority. Step 6:Report results.

Observation

Data collection methods

Interview Questionnaire /schedule

GLA

Observation Techniques

Observation methods: techniques in which the researcher relies on his or her powers of observation rather than communicating with a person in order to obtain information

10

Observation Techniques

Types of observation: Direct versus indirect Disguised versus undisguised Structured versus unstructured Human versus mechanical

11

Observation Techniques Direct versus Indirect

Direct observation: observing behavior as it occurs Indirect observation: observing the effects or results of the behavior rather than the behavior itself Archives Physical traces Structured versus unstructured Human versus mechanical
12

Observation Techniques Disguised versus Undisguised

Disguised observation: subject is unaware that he or she is being observed Undisguised observation: respondent is aware of observation

13

Observation Techniques Structured versus Unstructured

Structured observation: researcher identifies beforehand which behaviors are to be observed and recorded Unstructured observation: no restriction is placed on what the observer would note: all behavior in the episode under study is monitored

14

Observation Techniques Human versus Mechanical

Human observation: observer is a person hired by the researcher, or, perhaps the observer is the researcher Mechanical observation: human observer is replaced with some form of static observing device

15

Observation Techniques Appropriate Conditions for Use

Short duration Public Faulty recall conditions

16

Observation Techniques Advantages of Observational Data

Insight into actual, not reported, behaviors No chance for recall error Better accuracy Less cost

17

Observation Techniques Limitations of Observational Data

Small number of subjects Subjective interpretations Inability to pry beneath the behavior observed Motivations, attitudes, and other internal conditions are unobservedwe dont know why?

18

Interview

An interview is a conversation between two people (the interviewer and the interviewee) where questions are asked by the interviewer to obtain information from the interviewee.

GLA

Types of interview
Face to face Interview Structured Interview Semi-structured Interview Unstructured Interview Non-directive Interview Panel Interview

GLA

Designing the Questionnaire

21

What is a Questionnaire?

A questionnaire is the vehicle used to pose the questions that the researcher wants respondents to answer.

22

Objectives of the questionnaire

A questionnaire must translate the information needed into a specific set of questions that respondent can and will answer. A questionnaire must uplift, motivate, and encourage the respondent to become involved in the interview, to cooperate, and to complete the interview. A questionnaire should minimize the response error. A response error is defined as the error that arises when the respondent gives inaccurate answers or their answers are misrecorded or 23 misanalyzed.

The Functions of a Questionnaire

Translates the research objectives into specific questions Standardizes those questions and the response categories Fosters cooperation and motivation Serves as permanent records of the research

24

The Functions of a Questionnaire

Can speed up the process of data analysis Can serve as the basis for reliability and validity measures

25

Steps in the Questionnaire Development Process

Marketing Research : Burns & Bush

26

Developing Questions

Question development is the practice of selecting appropriate response formats and wording questions so that they are understandable, unambiguous, and unbiased.

27

Precautions in Questionnaire Development

Words to Avoid in Questionnaire All Always Any Anybody Ever Every Never
28

Why Avoid These Words?

These words: all, any, anybody, best, ever, every, never, etc. are all EXTREME ABSOLUTES They place respondents in a situation where they must either fully agree or they must completely disagree with the extreme position in the question. Do you always observe traffic signs? Would you say all cats have four legs?
29

Types of questions:

Contingency questions - A question that is answered only if the respondent gives a particular response to a previous question. This avoids asking questions of people that do not apply to them (for example, asking men if they have ever been pregnant).
GLA

Matrix questions - Identical response categories are assigned to multiple questions. The questions are placed one under the other, forming a matrix with response categories along the top and a list of questions down the side. This is an efficient use of page space and respondents time.
GLA

Closed ended questions- Respondents answers are limited to a fixed set of responses. Most scales are closed ended. Other types of closed ended questions include: Yes/no questions - The respondent answers with a yes or a no.
Multiple choice - The respondent has several option from which to choose. Scaled questions - Responses are graded on a continuum (example : rate the appearance of the product on a scale from 1 to 10, with 10 being the most preferred appearance). Examples of types of scales include the Likert scale, semantic differential scale, and rank-order scale (See scale for a complete list of scaling techniques.)

GLA

Open ended questions - No options or predefined categories are suggested. The respondent supplies their own answer without being constrained by a fixed set of possible responses. Examples of types of open ended questions include: Completely unstructured - For example, What is your opinion of questionnaires?
Word association - Words are presented and the respondent mentions the first word that comes to mind. Sentence completion - Respondents complete an incomplete sentence. For example, The most important consideration in my decision to buy a new house is . . . Story completion - Respondents complete an incomplete story. Picture completion - Respondents fill in an empty conversation balloon. Thematic apperception test - Respondents explain a picture or make up a story about what they think is happening in the picture
GLA

Sequencing of Questions

Questions should flow logically from one to the next. The researcher must ensure that the answer to a question is not influenced by previous questions. Questions should flow from the more general to the more specific. Questions should flow from the least sensitive to the most sensitive.
GLA

Sequencing of Questions contd.

Questions should flow from factual and behavioral questions to attitudinal and opinion questions. Questions should flow from unaided to aided questions. According to the three stage theory (also called the sandwich theory), initial questions should be screening and rapport questions. Then in the second stage you ask all the product specific questions. In the last stage you ask demographic questions.

GLA

Essentials in Questionnaire

Question evaluation refers to scrutinizing the wording of a question to ensure the question is not biased and is worded such that respondents understand it and can respond to it with relative ease.

36

Essentials in Questionnaire
The question should be focused on a single issue or topic. What type of hotel do you stay in on a trip? Pleasure or business trip? En route or final destination? 2. The question should be brief. 3. The question should be grammatically simple, if possible. 4. The question should be crystal clear.
1.

37

Essentials in Questionnaire
The question should not lead the respondent to a particular answer. Dont you see any problem with using credit cards for online purchases? 2. The question should not have loaded wording or phrasing. Use universal beliefsSince our Founding Fathers gave us the right to bear arms
1.
38

Essentials in Questionnaire
The question should not be double-barreled. 4. The question should not use words that overstate the conditiondo not use dramatics. Would you buy sunglasses that protect your eyes from harmful ultraviolent rays that cause blindness?
3.

39