CH08 COLLECTING PRIMARY

DATA

Spring, 2020
Instructor: Jane(Xu Jing)
[email protected]
15850732300
Where we are:
Stage 3: Design Data-Collection Method
and Forms
2

Formulate Problem

Determine Research Design

Design Data-Collection Method

and Forms

Sampling and Data Collection

Analyze and Interpret Data

Prepare and Present Research

Report
 Objectives
3

 Difference between primary and secondary data

 Types of primary data obtained in marketing

 Basic means of obtaining data

4 Primary vs. secondary data
 Primary vs. Secondary Data
5

 Primary data are originated by a

researcher for the specific purpose of
addressing the problem at hand.

 Secondary data are data which have

already been collected for purposes other
than the problem at hand.
 A Comparison of Primary & Secondary
Data
6

Primary Data Secondary Data

Collection purpose For the problem at hand For other problems

Collection process Very involved Rapid & easy
Collection cost High Relatively low
Collection time Long Short
7 Collection of Primary Data
Awareness/knowledge
Attitudes
Intentions
Behaviors
Demographics
Psychographics
 Types of Primary Data:
Awareness/Knowledge
8

 …about a product, features, availability

(location, ease), price, manufacturer,
possible uses, competitive products
 the product awareness

 Testing
 Unaided Recall (no clue/prompting): recent ads?
 Aided Recall (with clue/peripheral prompting
(specific product category )): ads on pc?
 Recognition (actual product/ ad copy): Dell ads?
 Types of Primary Data:
Attitudes/Opinions
9

 About or towards a product

(inclination to like or dislike)(Chap.10)
 Types of Primary Data:
Purchase Intention
10

 The individual’s anticipated or planned

future behavior.
 Definitely will buy
 probably will buy
 unlikely to buy
 definitely will not buy
 undecided
 A disparity often exists
 Types of Primary Data:
Purchase/ Usage Behavior
11

 What customers have done or are doing?

 Who in the household is using it/purchasing

it
 How/Where/When/In what situation are they
using it?
 How often/How much do they use it?
 What other complementary/substitute
products do they use?
 Types of Primary Data:
Demographic and Socioeconomic
12

 Demographic and Socioeconomic characteristics

 age, education, occupation, gender, income,
social class, etc.

 Some variables can be easily verified: age,

gender, and education level. Some can’t:
income, social class.
 Cross-classify, delineate market segments.
 Examples:
 Consumer attitudes toward green marketing,
based on their educational levels
 Brand choices based on age, gender, income,
etc.
 Types of Primary Data:
Demographic and Socioeconomic
13

 Predicting consumer preference and

behavior
 18-49 year-old men tend to be
interested in sports. This segment
makes sports TV programming highly
profitable.
 Most of disposal income comes from
40+.
 Types of Primary Data:
Psychographics
14

 Focuses on activities, interests, and

opinions (AIO)
 Types of Primary Data:
Psychographics
15

 Personality
 Personality: aggressiveness, dominance,

friendliness, sociability
 Personality affects store and brand

choice
 Lifestyle: how they live, what interests
them, what they like
 VALS research(Values and Lifestyle

Survey)
 Value and Lifestyle (VALS)
16

 Examples of measurement:
 “I like a lot of variety in my life."

 “I love to make things I can use everyday."

 “I like being in charge of a group."

 “ I like trying new things."

 “I like to dress in the latest fashions."

 “I like my life to be pretty much the same from week to

week."
 “I would like to spend a year or more in a foreign

country."
 The extent to which they agree or disagree with
items
 Knowing your customers…
17

 Market segmentation
 In sum: types of Primary Data
18

 Awareness/knowledge
 Attitudes
 Intentions
 Behaviors
 Demographics
 Psychographics
19
Basic means of obtaining
data
Communication (technique )
Observation (technique)
 Basic Considerations for Primary Data
Collection
20

 Versatility
 Cost and Speed
 Data Quality
 Basic Considerations for Primary
Data Collection
21

 Versatility
 the ability to collect information on many
types of data of interest to marketers
 What can you do with the technique?
 Basic Considerations for Primary
Data Collection
22

 Cost and Speed

 How much and how quickly?
 How much will a study cost ,how quickly will
we see the results, and what do response
rates look like?
 Data Quality
 Are the responses objective and accurate?
 Types of data collection
23
methods
Communication Observation
 Types of data collection
24
methods
Communication: ask and
Observation: watch
interact
 Versatility  Versatility
 Demographic, social and
 What can be observed?
economic, lifestyle,
attitudes and opinions,
intentions, and
motivation. (not with  Advantages over
observation) communication?
 Speed: a greater degree of  Objective: why?
control over data-gathering  Accurate
activities.
 May enjoy a lower cost
(survey)
 Observation
25

 The systematic process of recording the

behavioral patterns of people, objects, and
occurrences, without questioning or
communication with participants

 Be natural: setting, event, and behavior

 What can be observed?
26

Content Examples
Physical actions Shopping patterns
Television viewing

Verbal behavior Sales conversations

Situational factors Parent-child interaction in-

store vs. out-of-store

Temporal patterns Time of shopping

Time of driving

Expressive behaviors Tone of voice

Smiling
Types of Observations

 People watching
 Machines watching people

27
Example
Garbology – People watching phenomena
28

 In early 20th century Philadelphia, Sat.

Eve Post wanted Campbell’s soup to
advertise

 But Campbells’ soup felt that readers

were working people who made soup

 So market researcher for the Post

collected garbage from areas of
Philadelphia to show fewer cans of
soup in richer neighborhoods

 Campbell’s decided to advertise in the

Post
 Machines watching People-
Eye Tracking
29
Problems with observation are
…
30

 Not sure why something is happening

 Example: is heart rate increasing because somebody
likes an ad or dislikes it?
 Observation followed by interview is very effective

 Observer’s bias: “what to observe” and “how to

interpret”
 Interpretation by third party may be recommended
hoices when Collecting Primary Data
31

Degree of Structured
Structure Unstructured
Degree of Disguised
Communication
Disguise Undisguised
Method of Personal Interview
Administration Telephone Interview
Mail Questionnaire
Degree of Structured
Structure Unstructured
Degree of Disguised
Observation Disguise Undisguised

Setting Natural
Contrived
Method of Human
Administration Mechanical
 Choices when Collecting
Primary Data
32

 Structure is the degree of

standardization imposed on the
questionnaire.
 Direct (Undisguised) is the amount of
knowledge about the purpose of a study
communicated to a respondent
 Why use disguise?
33

Direct approach (undisguised) is fine but ….

 Respondents maybe
 Don’t know why they buy
 Claim more than they know
 Many processes are subconscious

 Respondents may be unwilling to reveal

information
 Disguised Methods
34

 Projective Techniques
 Word Association
 Sentence Completion
 Story Telling

 Us vs. Them method

 “Please indicate how likely you are to buy green products.”
(1 = very unlikely, 2 = somewhat unlikely, 3 = neither likely
or unlikely, 4 = somewhat likely, 5 = very likely)
vs.
 “Please indicate how likely other people are to buy green
products.”
 Questionnaires classified by method of
administration
35

 Personal  E-mail
interview surveys
 In-home
 Shopping mall

 Telephone  Mail
interview
 A few
minutes
 Issues in communication methods of data
collection P228
36

 Sampling control
 Getting cooperation
 Response rates

 Information control
 Sequence bias, interviewer bias
 Amount of information
 Administrative control
 Cost
 Time
 In sum…
37

 Difference between primary and

secondary data

 Types of primary data obtained in

marketing
 Demographic, Psychographic, Geographic,
Behavioristic
 Attitudes, Awareness, Purchase Intention,
Purchase behavior

 Basic means of obtaining data