or sales broken out by company accounts. With planning, sales data can be recorded in the company’s management information system to allow for optimal use by analysts. Define and list the syndicated sources of secondary data. Start with the definition — companies which collect and pool information and sell it to a number of clients are termed syndicated sources of data. They provide information on both the consumer and industrial market via a variety of data gathering techniques. Based on the unit of measurement, syndicated services can be classified as household/consumer oriented or institutionally-oriented. Figure 5.2 can be used as a guide for the ensuing discussion of syndicated services. Discuss the various methods of obtaining household data. Household services emphasize the consumer and data are obtained via surveys, diary panels and electronic scanners. Surveys are very popular. The use of diary panels is being replaced by electronic panels. Media panels continue to be used. The use of electronic scanner services is growing in importance. Explain the three categories of qualitative research. The three types of qualitative research then can be classified as direct or indirect. As shown, two direct techniques exist: focus groups and depth interviews. Focus groups consist of 8 to 12 people interviewed by a trained moderator to gain insights on the salient aspects of a marketing problem by listening to a group of people from an appropriate target market. Depth interviews are conducted on a one-on-one basis to uncover underlying motivations, beliefs, attitudes, and feelings on a topic. Indirect techniques, also called projective techniques, are used to ask the respondent to interpret the behavior of others and thus add insight into personally held beliefs of the respondent. Define focus group.
A focus group is an interview conducted by a trained moderator among a small group of respondents in a nonstructured and natural manner. Discuss the disadvantages of focus groups. 1. It is harder to correctly interpret the responses. 2. There is extreme dependence on the performance of the moderator. 3. Coding and analysis is cumbersome. 4. The group is not representative of the general population. 5. The results are subject to researcher or client bias. Discuss the advantages and disadvantages of depth interviews and illustrate situations in which such interviews can be fruitfully employed. Note that a depth interview is conducted on a one-on-one basis and the interviewer tries to uncover the respondent's underlying motivations, beliefs, attitudes, and feelings on a topic. Advantages : 1. Great depths of insights can be uncovered. 2. It associates the responses directly with the respondent. 3. There is no social pressure to conform to group response. Disadvantages : 1. Skilled interviewers capable of conducting depth interviews are expensive and difficult to find.
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- Fall '16
- researcher, secondary data, marketing research problem