Week 3 & 4 Assess Data Needs & Research Design PDF
Week 3 & 4 Assess Data Needs & Research Design PDF
WEEK 3 & 4
ASSESS THE DATA NEEDS
RESEARCH DESIGN
Determine Preparation Phase
Define the Assess Data
Research
Problem Needs Design
Internal
Secondary
Data
External
Data Type
Qualitative
Primary
Quantitative
Pros and Cons of Secondary Data
Ø Source bias
Evaluate Secondary Data
§ Accuracy of data
§ Secondary Data
üCustomer database
üSales/reports, marketing report, etc
Assess the Data Needs
§ Secondary Data
ühttp://statista.com
üACNeilson, Kantar, Vietnam Report, YouNet Media and Buzzmetrics,
Decision lab
Assess the Data Needs
§ Primary Data:
ØQualitative: exploratory research (interviews, focus
groups, observations)
ØQuantitative: descriptive, causal (surveys, experiments)
Case study
• After more than 22 years of operation in Vietnam, Big C is honored to be one of
the retail brands loved and trusted by Vietnamese people. The market is
witnessing a big change in the shopping behavior of Vietnamese customers.
With the mission of taking customers as the center and the goal of serving
customers better with a more modern and professional shopping experience,
the Big C Hypermarket system rebrands into GO! with many improvements in
the shopping space, improving service quality and aiming for a completely new
customer experience.
Case study
Ø MD?
Ø MR?
ØData needs?
Research Design
§ What is a Research Design?
ØA description of the method or procedure for collecting and
analysing the needed information which addresses the
research problem. Exploratory
Research
Research
Design
Causal Descriptive
Research Research
Exploratory Research
Focus
Interviews Observations
Groups
• In-depth
Interviews
• Projective
Interviews
Exploratory Research
§ In-depth Interviews:
ØA process in which the
interviewer asks a subject
a set of semi-structured
questions usually in a
face-to-face setting.
Exploratory Research
§ Projective Interviews:
- Subjects were asked to project themselves into the situation as far as possible
- Then they had to characterize the woman who bought the groceries
- Then they were asked to briefly describe the personality and character of that person.
Exploratory Research
§ Projective Interviews Example:
https://www.youtube.com/watch?v=j_cUnlQl29Q
https://www.youtube.com/watch?v=scyTIRNDu_A
Exploratory Research
§ Focus Groups:
ØHow to select subjects for a focus group:
vSpecifies the characteristics of subjects needed for
the research
vSelect subjects randomly
vWhenever possible, select a group of homogenous
subjects instead of heterogeneous subjects
Exploratory Research
“You See,
But You Do Not Observe.”
- Sherlock Holmes
Observation Methods
https://www.halversongroup.com/our-industries/case-studyoptimizing-store-
merchandising-lean-cuisine/
https://www.youtube.com/watch?v=DNlrFrPeVjw
https://www.youtube.com/watch?v=SQxrsUXqKCM
Observation Methods
§ Examples of Observation Methods
§ Categories of Observation
ØDisguised vs. Undisguised Observation
vMystery-shopper vs. researcher
vhttps://www.youtube.com/watch?v=ErfUVt0fyK0
https://www.youtube.com/watch?v=WFZLsuGTJbk
Observation Methods
§ Categories of Observation
§ Descriptive Research
ØCross-sectional studies:
vMeasure a sample of population at only one point in time
vMeasure the current status of a target market or a
problem
ØLongitudinal studies:
vMeasure the same sample of population multiple times
over a period of time.
vConsumers who agree to be measured repeatedly are
called a panel
vMeasure the changes of a target market or a problem
Descriptive Research
§ Surveys
§ Disadvantages of Surveys
ØDo not know if subjects are being truthful
ØDo not know if subjects are serious
ØCan be a lengthy process
ØCan be frustrating!
Descriptive Research
§ Types of Surveys
ØPerson-Administered Surveys
§ Face to face survey (door to door, or mall intercepts)
§ Telephone surveys
ØMail/Online Survey
ØComputer-Administered Surveys
Person-Administered Survey
Tell us about
your experience
with a face to
face survey.
§ Advantages § Disadvantages
ØInstant Feedback ØHuman make errors
ØQuality control (know who ØQuestionnaire needs to be very short
answered questions, eliminate ØHigh cost
non-response questions) ØPossible biases: social desirability
ØFlexibility (adapt questions, ØSubjects may not be representative of
demonstrate products) the target market
Mail Survey
§ Advantages § Disadvantages
ØRelatively low cost ØLow quality control
ØLittle social desirability bias ØSlow data collection process
ØEasy to follow up ØLow response rate, high non-
ØCan include more questions response question rate
§ Advantages § Disadvantages
the survey
Observations
Research Face-to-face
Person-
Design Administered
Survey
Telephone
Descriptive Mail/Online
Survey
Research Survey
Causal Computer-
Experiments Administered
Research Survey