4.13 �Effective Data-Collection Instruments�Types of Rating Scales

5-152 5-153 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.

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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

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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

Data Collection

• Describe ways to use the Internet to collect data.
• Online surveys (send the customer a link)
• Simulations (where the customer play s 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

http://www.surveybounty.com/articles/surveyadvantages.html

• D: Impersonal, can’t ready body language

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

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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

5-154 5-155 Observations

• Explain why data-collection instruments must be carefully designed and administered.
• Must be designed to find the required information
• Must engage the responder so s/he takes the time to read and thoughtfully answer
• Must be clear as to what is being asked, easy to understand
• Easy to answer so there aren’t any transcription errors

Observations

• Discuss challenges in developing effective data-collection instruments (e.g., cultural differences between researcher and source, resources required for the study, intangible nature of some types of information, difficulty accessing some sources of information).

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Observations

• Explain elements of surveys (i.e., a statement to respondents about how information will be used and why it is valuable; clear instructions, including for any skip patterns; appealing format; logical sequence of questions; consideration of how answers to previous items might affect later items).

Observations

• Describe qualities of a good survey item (e.g., clear questions, single focus for each question, neutral questions, balanced questions, appropriate language for the intended respondent, appropriately broad or narrow in scope).

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Observations

• Explain how to ensure the quality of observations.
• Set the parameters for what is included and excluded
• Clear view without interfering
• Training and practice
• Discuss considerations for collecting data online.
• Security, supplemental information, collating and analyzing the data
• Describe considerations in using a pre-existing data collection instrument.
• Does it address the information needed for your specific problem/issue?
• Does it work with your customers?

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5-156 5-157 Rating Scales

• Explain the use of scaling in marketing research.
• How items are rated, ranked or scored
• Distinguish between rating and ranking scales.
• Rating sets a scale for an individual item
• Ranking compares different items
• Distinguish between nominal data and ordinal scales.
• Nominal – mutually exclusive answers with no implied ranking
• Ordinal – involve ranking of answers, relative position (not magnitude)

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Rating Scales

• Discuss when ordinal scales are used.
• Used to measure relative attitudes, opinions, perceptions and preferences
• “Which is more important to you?” Implied ordered sequence (e.g. the first item is greater than the second)
• Describe characteristics of interval rating scales.
• Shows order and distance (how far apart are the two or more objects?)
• Do not allow comparisons of absolute magnitude
• Cannot say that an assigned 6 is twice an assigned 3 when using an interval scale

Rating Scales

• Distinguish between interval and ratio scales.
• Ratio scales possess order, distance and a unique origin (can be absolute - zero point or natural starting point)
• Can say that an assigned 6 is twice an assigned 3 when working on a ratio scale

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Rating Scales

• Distinguish between continuous and itemized rating scales.
• Continuous: Respondent makes a mark at the appropriate position on a line, no comparison standard it given
• Itemized: scale has a number or brief description associated with each category. Categories are ordered and respondent is required to select the category that best describes the object being ranked

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Rating Scales

Discuss types of itemized rating scales (e.g., Likert, semantic differential, Stapel’s Scale, and multi dimensional scaling).

• Likert – numerical values associated with each possible answer
• Semantic Differential Scale – uses bipolar adjectival phrases to describe a person’s beliefs. The respondent marks a category along the rating continuum (usually 1 to 7)

Rating Scales

• Staple Scale – differs from semantic by using just one term and then sets a scale for rating the appropriateness of that term (usually -5 to +5 with no zero)
• Multi-Dimensional – used when difficult to measure attitude based on only one attribute. Used when it is impossible to capture the complete picture with one overall question.
• The major attributes of a given class of products perceived by the consumers in considering the product and by which they compare the different ranks.
• To study which brand competes most directly with each other.
• To find out whether the consumers would like a new brand with a combination of characteristics not found in the market.
• What would be the consumers ideal combination of product attributes.
• What sales and advertising messages are compatible with consumers brand perceptions.

http://www.slideshare.net/looksvivek/scaling

Rating Scales

• Explain advantages/disadvantages of the types of itemized rating scales.
• A: Itemized rating scales give the responders a choice of ranking. Allows the responder room to explain who much s/he feels positively or negatively.
• D: Responders aren’t likely to be consistent in their ratings. A lot of room for interpretation on the part of the responder and the surveyor.

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Rating Scales

Explain types of ranking scales (i.e., paired comparison, forced choice, and comparative scale).

• Paired Comparison – respondents are asked to choose between two objects at a time (small number of objects) Too many will result in respondent fatigue.
• Forced Choice – respondents rank objects relative to one another. Don’t offer too many choices.
• Comparative Scale – provides a benchmark or point of reference to assess attitudes toward the object under study

http://www.slideshare.net/mehtabmr/lecture-07-2498485