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4.00 Understand promotion and intermediate uses of marketing-information

4.12 Understand data-collection methods to evaluate their appropriateness for the research problem/issue. 4.00 Understand promotion and intermediate uses of marketing-information. Data Collection. Explain reasons for having a variety of data-collection methods .

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4.00 Understand promotion and intermediate uses of marketing-information

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  1. 4.12 Understand data-collection methods to evaluate their appropriateness for the research problem/issue. 4.00 Understand promotion and intermediate uses of marketing-information

  2. Data Collection • Explain reasons for having a variety of data-collection methods. • Some people are more likely to respond to specific formats • Some formats allow more in-depth questioning • Describe forms of quantitative data collection (e.g., surveys, tracking, experiments). • Quantitative means we can count the results • Quantitative inquiries use numerical and statistical processes to answer specific questions.

  3. Data Collection • Describe forms of qualitative data collection (e.g., personal interviews, focus groups, observational research). • Looking for opinions, judgment, feelings • Explain limitations associated with qualitative research. • Qualitative is based on feelings and interpretations • While numbers can be assigned, they tend to be estimates

  4. Data Collection • Explain advantages/disadvantages with using observational techniques to collect marketing data. • Advantages (A): Limits introduction of bias, customer isn’t being interfered with by the observer • Disadvantages (D): The observer doesn’t know why the customer has made the choice, no option for clarification • Describe advantages/disadvantages associated with using mail techniques to collect marketing data. • A: Cheap, cover lots of customers, can be thorough • D: Poor return rate, customer can’t ask for clarification • Discuss advantages/disadvantages associated with using telephone data-collection methods. • A: Cheap, can ask for clarification to an answer • D: People often won’t participate, can’t read body language

  5. Data Collection • Describe ways to use the Internet to collect data. • Online surveys (send the customer a link) • Simulations (where the customer plays a game or works through a simulation) • Explain advantages/disadvantages associated with using the Internet as a data-collection method. • A: Engaging surveys (color, motion, video), online surveys eliminate interviewer bias or error • D: Impersonal, can’t ready body language

  6. Data Collection • Describe advantages/disadvantages of using discussion groups to collect data. • A: Multiple opinions can be collected at once, simultaneously test individual thoughts and group opinions • D: The group can influence the opinions and answers of individuals

  7. Data Collection • Discuss advantages/disadvantages associated with using interviews to collect data. • A: Can clarify questions, read body language • D: Might influence the responder, time pressure • Explain advantages/disadvantages associated with using scanners to collect data. • A: Quick tabulation of responses, limited chance for transcription errors • D: Answers are limited to pre-selected options, miss-marked responses

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