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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
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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.
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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
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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 managersperspective, needs and decision making
Working together with the manager
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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
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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
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Primary 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 vs. Secondary Data
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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
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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?
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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
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Criteria Issue Remarks
Specification
methodology
Data collection method, Response rate,
Quality of data sampling, technique,
Sample size, Questionnaire design, Fieldwork data analysis
Data should be reliable, valid,
and that can be generalized to
the problem at hand
Error/
Accuracy
Examine errors in approach, Research
design, Sampling, data collection, Reporting
Assess accuracy by comparing
data from different resources
Currency Time lag between collection andpublication, frequency of updates
Census data is periodically
updated by syndicated firms
Objective
nature
Why were the data collected? Definition of
key variables, units of measurement,
Categories used- relationships examined
The objectives will determine
the relevance of data to the
problem at hand
dependability Expertise, Credibility, reputation and
trustworthiness of the source
Data should be obtained from
the original source rather thanacquired source
Criteria for Evaluation of Secondary Data
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Classification of Secondary Data
Secondary
Internal
External
Ready to use
Need further
processing
Published
Computerized
Syndicated