SEM1 2.06 A – Marketing Information Management

1. SEM1 2.06 A – Marketing Information Management • PE - Understand data-collection methods • PI – Explain sources of primary SEM information

2. Review – Primary & Secondary MIM • Primary Data: Data obtained for the first time. • Used by the researcher • Used for a specific study or issue • Secondary Data: Data that has already been collected. • Collected by someone else • Used by many different researchers • Companies should check secondary data first • Use Primary data for more specific research

3. Primary Data Collection Types • Survey Methods • Observation Methods • Experimental Methods

4. Primary Data: Surveys Info gathered through questionnaires and interviews. Info gathered from those who used or experienced a product. Provides direct feedback. Samples: survey only a portion of the entire group Difficult to survey everyone involved

5. Types of Surveys • Personal interview – questioning people face-to-face. • Adv: People are likely to respond. • Disadv: Costly • Focus groups: smallgroup of people who are brought together to evaluate a product. • directed by a skilled moderator • http://www.youtube.com/watch?v=pcj7QT0Abk8 • http://www.youtube.com/watch?v=uv-GSv9aZgo • http://www.youtube.com/watch?v=YFMCTbl1ZoQ

6. Types of Surveys • Telephone Survey: • Adv: relatively inexpensive. • Disadv: people are unwilling to participate • http://www.youtube.com/watch?v=QRh1CMC3OVw • Mail Survey: • Adv: Respondents are generally honest • Disadv: return rate for mail surveys is less than 10%. • Internet Survey: • Adv: Many Varieties, inexpensive, privacy • Disadv: Many people ignore

7. Primary Data:Observation The actions of people are watched and recorded either by cameras or observers. Adv: Monitor Consumer or Group Reactions Disadv: Are people being honest? • Mystery shopper – a researcher who poses as a customer • http://www.youtube.com/watch?v=EfdW6mgBEG0 • Focus groups are often observed from a window

8. Primary Data:Experimental • Observe the results of: • changing one or more marketing variables • keeping other variables constant • Often used to test new package designs, media usage, and new promotions. • http://www.youtube.com/watch?v=4NK_jGglELI • Adv: Honest and natural reactions • Disadv: difficult to interpret data

9. The Survey • Why? • Use data to make marketing decisions. • Survey must provide the necessary information to assist in the decision-making process. • Survey must have: • Reliability – identical results in repeated trials. • Validity- when the questions measure what was intended to be measured

10. Surveys:Types of questions • Open-ended: • Respondents give an opinion and an explanation Ex: “How can we serve you better?” • Forced-choice questions ask respondents to choose answers from possibilities given. • Simple to write. • Easy to tabulate. Ex: “Which color do you like more: Red, Blue, or Green?”

11. Forced-choice • Yes/No Questions: Only gives two options • Multiple-choice Questions: Several choices • include many possible responses • Usually includes an “other” option. • Rating Scale Questions: • very satisfied to very dissatisfied • excellent to poor • Level of Agreement Questions: Assess attitudes or opinions. Ex: strongly agree (SA), agree (A), neutral (N), disagree (D), and strongly disagree (SD).

12. Guidelines for writing questions: • Written clearly • Brief as possible • No leading questions (suggest a correct answer) • Avoid bias • Avoid questions that might cause a respondent to guess at the meaning of your question. • Pretest – allows for correction of any misleading questions, directions, or problems

13. Formatting Surveys • Visual appearance/Design appeal to respondents. • Use dark ink on light paper (Contrast) • Use type that is easy to read • Shade sections for contrast • Use arrows to lead the reader • Use section headers • Directions for completion must be clear • Use a variety of question types) • Group demographic questions at the end.