Appendix' Data collection I: Fundamental consideration

1
Appendix. Data collection I Fundamental
consideration

• Outline
• Deceptive manipulations of marketing research
  data
• Characteristics of various types of data and
  their implications in designing a data collection
  instrument
• Nominal
• Ordinal
• Internal
• Ratio
• Objectives
• To highlight the consequences of improper
  manipulations of research data
• To provide a framework for classifying various
  types of data commonly encountered in marketing
  research and to increase awareness of the rules
  of the game

2

• Deceptive data manipulations
• Example 1 how much improvement in customer
  satisfaction?

The data are from two waves of a customer
satisfaction study conducted by a telephone
company. 200 commercial Customers were asked to
rate the overall quality of service Offered by
the telephone company using a 5 point scale. The
resulting data (shown for 10 customers on the
next page) is analyzed using different sets of
weights assigned to the points on the rating
scale
Top Box
3

• Analysis of improvement in customer satisfaction

Hence, improvement 50 11.5
22.2 10 Which conclusion is correct?
4

• Example 2 which computer system is best?

Table A
Table B
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• The level of Measurement
• Marketing research data may be classified into
  one of the following categories based on their
  scale of measurement

Nonmetric
Qualitative
Metric
Quantitative
Other levels sometimes identified
include Ordered metric and Absolute
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• An Example Automobile Survey/Clinic data
• 1. most recently purchased automobile

2. Rank ordering of preferences for specific
makes
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• An Example Automobile Survey/Clinic data
  (continued)

• 3. size of automobile purchased

4. overall evaluation of the test automobile

Column(17)
5. Number of automobiles owned
Actual ________ (18) 6. Number of years
driving an Import Years ________ (19)
7. Sex of respondent Sex Code

(20)
M 1 F
2 8. Identification number
_________ (21,22,23)

(3 digit)
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• Session V. Mini-Workshop
• For each of the conclusions listed below,
  indicate the type of info./data and the analysis
  that would make the claim valid.
• Conclusion/Claim
• New improved Fiz gets your clothes 26 brighter
  than old Fiz.
• Torrid antiperspirant leaves you 50 drier than
  its best selling rival Left-Guard.
• Our refractory nozzles are 33 more heat
  resistant than our competitors.
• This winter promises to be 20 cooler than last
  winter.
• Caverlers gives you 43 more gum than Brident.
• A pennys worth of new concentrated Glitter can
  wash 50 more dishes than the leading brand.
• Overall, Pittsburgh is the most livable city in
  America.

Con
C
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• A comparison of the four types of data/scales -
  Nominal

Con
C
10

• A comparison of the four types of data/scales-
  Ordinal

Con
C
11

• A comparison of the four types of data/scales-
  Interval

Con
C
12

• A comparison of the four types of
  data/scales-Ratio

Con
C