Chapter 9

Descriptive research is used for following purposes

To describe the characteristics of certain groups

To estimate the proportion of people in a specified population who behave in a certain way

To make specific predictions.

WARNING ! Delay data collection until hypotheses are

developed who-what-when-where-why-how Determine exact variables and categories Delay data collection until you determine how the

data are to be analyzed Inexperienced researchers often question the

need for such hard, detailed decisions before collecting the data

WIDE VARIETY OF FACTS WILL NOT BE ENOUGH TO SOLVE ANYTHING !

DON’T BE TOO LATE TO SAY “If only we had collected information on that variable”

Classification of Descriptive Studies

Descriptive

Studies

Cross Sectional

Sample Survey

Longitudinal

(store, dealer, individual) Discontinuous

Panel (omnibus)

Continuous Panel

(NPD Online Panel)

Longitudinal vs. Cross-Sectional Data

• allows turnover analysis if panel is continuous

• allows collection of much more classification information from respondents

• allows longer and more exacting interviews

• produces fewer errors in reporting past behavior because of natural forgetting

• produces fewer interviewer—respondent interaction errors

• tends to produce more representative samples of the population of interest

• produces fewer errors due to respondent’s behavior being affected by the measurement task

• allows the investigation of many more relationships

LONGITUDINAL DATA CROSS-SECTIONAL DATA

Brand Switching Example: Number of Families in Panel Purchasing Each

Brand

Brand

Purchased

During First

Time Period t1

During Second

Time Period t2

A

B

C

D

Total

230

310

340

120

1,000

280

290

310

120

1,000

Brand Switching Example: Number of Families Purchasing Each Brand in Each

Period

During Second Time Period t2

Bought A

Bought B

Bought C

Bought D

Total

210

0

0

70

280

20

260

0

10

290

0

50

260

0

310

0

0

80

40

120

230

310

340

120

1,000

During

First

Time

Period

t1

Bought A Bought B Bought C Bought D Total

Brand Switching Example: Proportion of Families Purchasing Each Brand in Each Period

During Second Time Period t2

Bought A

Bought B

Bought C

Bought D

.913

.000

.000

.583

.087

.839

.000

.083

.000

.161

.765

.000

.000

.000

.235

.333

1.000

1.000

1.000

1.000

During

First

Time

Period

t1

Bought A Bought B Bought C Bought D Total

Secondary data has its own shortcomings.The units of measurement or classes used to

report the data may be wrongThe data may be obsolete by the time of their

applicationThe data may be incomplete When these conditions occur the researcher

turns to primary data

Types of Primary Data Often Collected by Marketing Researchers

• Demographic/socioeconomic characteristics

• Psychological/lifestyle characteristics

• Attitudes/opinions

• Awareness/knowledge

• Intentions

• Motivation

• Behavior

Demographic/socioeconomic characteristics Age Education Occupation Marital Status Sex (Gender) Income Social Class

Psychological/Lifestyle Characteristics

Personality refers to normal patterns of behavior exhibited by an individual (aggressive, dominant, extrovert)

Psychographic (Lifestyle) analysis reflect ACTIVITIES, INTERESTS and OPINIONS (AIO) and CONSUMPTION BEHAVIOR.

Attitudes/OpinionsAttitude is an individual’s preference, views, or feelings toward

some phenomenon. Opinions are verbal expressions of attitudes.

Attitude Behavior

Awareness/KnowledgeThe effectiveness of ads in TV, radio, magazine billboard and Web

banners is measured by product awareness generated by the ad using

1. unaided recall 2. aided recall 3. recognition

IntentionsRefer to individual’s anticipated or planned future (purchase)

behavior Survey Research Center at the University of Michigan phones

500 households monthly asking 50 core questions about consumer confidence and buying intentions for big-ticket items such as appliances, car, home (Consumer Confidence Index)

Please indicate which of the following best describes your plan to buy ColaTurka?

definitely would buy probably would buy undecided probably would not buy definitely would not buy

MotivationA person’s motives tend to be more

stable than his/her behaviorA desire for status, for safety, etc.

Mercedes vs. Volvo Behavior Behavior data are becoming

increasingly available through scanners and the Web

Behavior ChecklistPurchase

Behavior

• What and how much

• How

• Where

• When

• Who

Use

Behavior