BSBMKG301A Research the market BSBMKG403A Analyse market data Week 8

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BSBMKG301A Research the market/ BSBMKG403A
Analyse market dataWeek 8

• Tonights topics
• Gathering primary data
• Types of primary data
• Questionnaire.
• Gathering data for our client
• Statistics
• - Refs Zikmund ch 11

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Structured and unstructured questioning
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More detail or many responses?
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Media determines number of questions

• High involvement
• Personal interview
• Phone
• Mail
• Internet
• Low involvement

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Open ended questions

• Allows free response
• Encourage probes
• Need for post coding
• editing
• time
• expensive qualitative analysis software
• Good for exploratory
• Ensure we have right alternatives

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Closed questions

• Pre coded
• Easy to tabulate
• forces a choice
• standardized fieldwork
• possible bias

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Are they answering the question we are asking?

• Ask about one thing at a time
• double barreled questions
• Question wording
• vague - How often is often? How many is many? How
  regular is regularly?
• Does it make sense?
• Is the question too simple?

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Are we feeding the chooks?

• What do these people want to hear?
• bias, loaded words, bandwagon effect
• Forcing the choice - Restaurant menu effect
• donkey vote (Order bias)
• Will this person like what I really think? Is my
  answer socially acceptable?
• Shaping thought through the effect of previous
  questions

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Do they have the information?

• Will they say they dont know or mirror it back?
• Does it call for complicated recall
• How many times did you fanarcle in the last 5
  years? Did you farnacle last week?
• Where do you usually shop? Where did you buy last
  time?
• time compression effect

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Funneling - Going from the general to the specific

• Filters
• Skips

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Some secondary data for confirmation

• Mondays newspaper for housing prices and
  settlements
• Maps for distance

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Should a questionnaire be piloted?

• Reasons
• Validity
• Reliability
• Methods
• Walkthrough
• The people down the hall
• Small pilot survey