Topic 1. Methodological foundations of marketing research
1. What is the purpose of marketing research
A. finding the right market partners
B. Streamlining strategy and tactics
B. Decrease in prices for goods and services
D. Search for commercial partners
2. The essence of marketing research
A. Product promotion
B. Collecting and analyzing information for decision
B. Technological progress
D. Expanding Trade Links
3. The main task of marketing research
A. Visit consumers
B. Increased competition among buyers
B. Marketing strategy
D. Providing accurate, objective information that reflects the true state of affairs
4. When did you start trying to apply marketing research?
5. What relates to the way the information is collected?
A. Choice of distribution channel
B. Experiment
B. Business game
D. Expertise
6. Indicate the principle of marketing research
A. Versatility
B. Stages
B. Psychological
D. Tactfulness
7. Select solutions that are the result of market research
A. Contacting the data bank of employment services
B. Developments used in commercial and economic activities
B. Strategic reporting
D. Defining a market "niche"
8. Highlight the characteristic corresponding to the stage of marketing research
A. Problem statement
B. Ranking of problems
B. Preparation of the report
D. Linkage with the goals and objectives of the market entity
9. Indicate the methods of marketing research
A. Identifying the right elements of the market infrastructure
B. Business games
B. System analysis
D. Linear Programming
10. Which of the following principles of marketing research belongs to the “complexity” group?
A. Focus and scale
B. Connectedness and Purpose
B. Set of actions (or processes)
D. Versatility
11. What reflects the principles of marketing research?
A. Confidentiality
B. Complexity
B. Clarification
D. Consistency
12. Which of the indicators belongs to the general scientific methods of marketing research?
B. Communication theory
B. Network planning
D. Game theory
13. Indicate the actions related to the stage of marketing research "summarizing the results and preparing the report"
A. Determination of the positive and negative aspects of the activity of the market entity
B. Sampling, ranking of information
B. Determination of the required inputs
D. Application of Appropriate Research Methods
14. What are the main areas of research?
B. Problem solving
D. Consumers
15. What types of quantitative research are marketing research?
A. Observation
B. Experiment
D. Problem
16. Fundamental research refers to the main areas
17. What blocks does the questionnaire consist of?
A. Passport
B. "Rooster"
B. "Fish"
D. Detector
18. The main areas include applied research
19. Which of the following principles apply to marketing research m
A. Consistency
B. Scientific nature
B. Consistency
D. Decision
20. What are the stages of marketing research?
Answers to tests on topic 1.
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B, C, D |
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A, B, D |
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A, B, D |
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A B C |
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Topic 2. information support in marketing
1. What is information support?
A. The process of cognition
B. The process of meeting the information needs of specific users
B. Information Consumption Process
D. Planning process
2. Highlight the types of marketing information
A. Coverage
B. Method of obtaining
B. Scope
D. Appointment
3. Which of the following types of information is included in the coverage group?
A. Habitat
B. External environment
B. Environment
D. Internal environment
4. Highlight the action characteristic of "observation"
A. Collecting inventory data
B. Measurement and recording of the results of the daily work of the store
D. Adjustment of the product range
5. Does it apply financial statements to the primary information?
6. Note the technique of collecting secondary information
A. Monitoring customer behavior in the store
B. Review of collections of government organizations
B. Interviews with fair visitors
D. Standardization of the behavior of certain categories of buyers
7. Field research is:
A. Research conducted by a marketing firm in rural areas
B. Collection of primary data from information carriers
B. Processing of data obtained on a commercial basis from official sources
D. conducting a special survey by observation methods, questionnaires
8. Select the feature included in the segmentation of consumers - legal entities.
A. Geographic
B. Psychographic
B. Behavioral
D. Demographic
9. Is marketing information text-based?
10. According to the method of obtaining the information can be:
A. Secondary
B. Necessary
B. Tertiary
G. Primary
11. According to the frequency of occurrence of information, there can be:
A. One-time
B. Constant
B. Variable
G. Episodic
12. Can the reference information refer to the species "by appointment"?
13. Questioning is:
A. Survey in the form of written answers to questions in the form of a table
B. Examination of the biographical information of the respondent
B. Drawing up a checklist
D. Questionnaire procedure
14. Does the experiment relate to types of information?
15. The panel is:
A. Wooden paneling of the office of the manager of the company
B. Part of the street
B. Constant sample of persons / undertakings
D. Systematic collection of data from the same group of market actors
16. Panel views are:
A. trading
B. Market
V. Consumer
G. Service
17. Is it obligatory for marketing research to interact with the legislative and executive authorities?
18. What is appropriate for the type of marketing information?
A. Reference
B. Graphic
B. Mobile
G. Exclusive
19. Marketing information system is:
A. Question Development Process
B. Formalized procedure for obtaining, analyzing, storing information
B. Description of the actions of any market processes and phenomena
D. System of selling goods
20. Marketing information system allows:
A. Classify information
B. Justify information
B. Filter and compact information
D. Identify sources of information
Answers to tests on topic 2.
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A, B, D |
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B, C, D |
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A, B, D |
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A, B, D |
Topic 3. Development of marketing research
1. The most important elements of marketing information system are:
A. Marketing Database
B. Method Bank
B. Model Bank
D. Process Bank
2. What stages of planning does the marketing research process include?
A. Market Research
B. Determining the problem to be solved
B. Purpose of the study
D. Carrying out the collection of information at the beginning of the secondary, and then of the primary
3. The plan for conducting marketing research helps to obtain information
4. Exploratory research refers to marketing research plans
5. What types of marketing research plans do you know?
A. Market Outlook
B. Outline of the final study
B. Re-examination plan
D. Market Research Plan
6. What types of research plans are included in a descriptive study
A. Profile
B. Repeated
B. Primary
G. Secondary
7. Is a survey of experts a method of exploratory research?
8. Note the action related to consumer research.
A. sales forecast
B. Relationship between product price and demand
B. Compliance of the quality of goods with stocks and requirements of buyers
D. Forecast of expected demand
9. Research plan is only an opportunity to study consumers
10. What is the object of descriptive research?
A. Consumers
B. Sales staff
B. Shop
D. Market area
11. Profile research - is this a type of research plan?
12. Cohort analysis consists of:
A. Observations
B. Timed series of interviews
B. Market Studies
D. Samples
13. Panel research - is it a method of obtaining primary information?
14. A profile study can be:
A. Cumulative survey
B. A single study
B. Continuous research
D. Multiple exploration
15. The cohort is the basic unit of analysis:
16. Exploratory research is considered as:
A. Primary
B. Preliminary
B. Baseline for further research
D. Continuous research
17. Cohort - is this group of respondents with whom the same events occur within the same time interval?
18. What is the object of segmentation?
A. Trade Shows
B. Competitors
B. Transport communications
G. Consulting
19. Highlight the actions related to marketing research methods
A. Target planning
B. Analysis of the product range
B. Assembly, processing of secondary information
D. Customer Ranking
20. Indicate the sequence of marketing research
A. Selection and collection of information
B. Development of the problem and order of research
B. Making a Marketing Decision
D. Processing and analysis of information
21. Indicate the methodology borrowed from the relevant field of knowledge
A. Target planning
B. System analysis
B. Linear programming
D. Analysis of motivation, various spheres of human life
22. What refers to a behavioral feature in consumer segmentation
A. Consumer ambition
B. Emotional attitude towards the product
B. the product is purchased only by the light of any person
23. Marketing analysis
A. Assessment
B. Explanation
B. Modeling and Forecasting Market Phenomena
G. Market conditions
24. Is marketing analysis just a search for information?
25. Decision support system (DSS) is an element of the marketing research plan
Answers to tests on topic 3.
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A B C |
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B, C, D |
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A B C D |
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B, A, D, C |
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A B C |
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Topic 4. Sampling process
1. What is the purpose of sampling
A. definition of market size
B. Obtain information about the entire population for a certain number of units selected from it
B. Choice of information about the market system
D. Finding the Right Market Partners
2. Which of the following definitions is a sample
A. Choosing market niches
B. The number of objects included in the general population
B. A collection of elements of a subset of a larger group of objects
D. Selection of commodity groups
3. Specify the types of sampling methods
A. Direct
B. Probabilistic
V. Applied
G. Nonrandom
4. An important marketing research tool is:
B. Business game
B. Sample
5. On what principles is the sampling procedure based?
A. Interrelation and interdependence of various qualitative characteristics of the objects under study
B. Stages of the procedure
B. Complexities of sampling design
D. Ranking information
6. Improbability sampling - is it a way to select the units of the sample population?
7. What types of non-random selection are distinguished?
A. Main
B. Directed
B. Common
G. Spontaneous
8. What is appropriate for the type of marketing information?
A. Reference
B. Graphic
B. Mobile
G. Exclusive
9. Indicate which form relates to targeted selection?
A. Quota
B. One-time
B. Typical representations
G. Snowball
10. Is the nested sampling method a form of directed sampling?
11. Specify the method of conducting the experiment
A. Laboratory
B. Virtual
B. urgent
D. Negotiated
12. Is the general population a sample?
13. Is the table of random numbers an element of an equiprobable sample?
14. Is the population part of the sampling process?
15. Name the characteristic corresponding to the general population
A. Information support
B. By the complete set of all homogeneous elements
B. By time and volume of research
D. By research orientation
16. Is it possible in scientific practice to collect information about all elements of the general population?
17. Mechanical method refers to sampling
18. When do you use stratified sampling?
A. Provision of information data
B. Stimulating Research
B. Ensuring Data Consistency
D. Obtaining a GPA
19. Representativeness is a property of the sample
20. Name the methods of directed selection of one of the forms of sampling
A. Model Representatives
B. Quota
V. Gnezdovaya
G. Snowball
21. What determines the sample size?
A. From information coverage
B. From the elements of the general population
B. From the level of homogeneity or variety of objects under study
D. On the scale of the sample
22. Indicate action reflecting market segmentation
A. Breaking down the market into sections
B. Survey of market entities
B. Identifying the Right Market Infrastructure Elements
D. Rationalization of product distribution
Answers to tests on topic 4.
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A, B, D |
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If the Test, in your opinion, is of poor quality, or you have already met this work, let us know about it. |
The main methods of collecting data in marketing research, as indicated above, are survey, observation and experiment.
Survey – it is a method of collecting primary information obtained by clarifying the subjective opinions of people regarding their level of knowledge, attitudes towards a product / service, preferences and purchasing behavior.
Surveys are the most common method of collecting information, accounting for about 90% of all research.
Polls can be classified according to the characteristics that are presented in table. 3.9.
Table 3.9
Classification of survey types
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Classification attribute |
Survey type |
a brief description of |
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Type of respondents |
Expert survey (specialized) |
Studies that interview specialists in the field of study |
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Consumer |
Studies in the course of which potential or real consumers of a product / service are interviewed |
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|
Frequency |
One-time (one-time, point) |
Research is carried out once |
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Repeated (multiple) |
Research is carried out several times |
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Coverage of respondents |
Solid |
Covers the entire general population, i.e. the whole group of objects selected for research |
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Selective |
Covers a specific group of respondents (part of the general population) selected for the study (this can be an age group, work collective, student group, etc.) |
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Survey form |
Questionnaire |
It involves filling out questionnaires (questionnaires) by respondents, which they fill out on their own, answering questions in writing in the presence of a researcher conducting a survey or without him |
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Interviewing |
Assumes personal communication with the interviewee, in which the interviewer himself asks questions and records the answers. In terms of its form, it can be:
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Method of carrying out |
In writing |
The respondent answers the questions of the questionnaire in writing. Written surveys are divided into three types:
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The respondent verbally answers the questions asked by the interviewer |
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Number of survey participants |
Individual (personal) |
Each respondent is interviewed personally |
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Group |
Several respondents (group) are interviewed at the same time |
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Mass |
The opinion of several hundred (thousand) people is being studied |
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Communication method with respondents |
Questionnaires are sent to respondents by mail, including electronic |
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Phone fax, SMS) |
The respondents are interviewed by telephone. Variety - fax polls; on mobile phone with help SMS |
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Internet |
Respondents are interviewed via the Internet (for example, on social media or by email) |
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Questions are asked to the respondent through personal contact |
In addition to those discussed above, researchers distinguish other types of survey, for example, by the degree of standardization (structured, semi-structured, free), by the method of recording data (surveys when the respondent fills out the questionnaire himself, polls when the interviewer fills out the questionnaire and computer surveys).
Let us consider in more detail the survey methods, their advantages and disadvantages (Table 3.10).
Table 3.10
Survey Methods, Advantages and Disadvantages
|
Polling method |
a brief description of |
Dignity |
Flaws |
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Postal, including:
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Telephone, including:
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The interviewer calls selected respondents and asks them a series of questions. On the the present stage more often computerized telephone interviews are used |
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Personal, including:
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Allows you to implement flexible polling tactics, supplement the answers with the interviewer's observations |
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Electronic, including: off-line(by email); |
Allows you to conduct a survey according to a previously compiled |
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Have certain limitations (it is not possible to use logical check software, |
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on-line(on the Internet) |
weird videos.
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random selection of numbers, etc.).
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Let's consider in more detail certain types of polling.
Telephone survey is one of the most popular ways to collect information. The most common topics of a telephone survey are: watching specific television programs, the presence or absence of certain consumer goods at home, the use of certain goods and services, the memorability of advertisements, etc.
As noted in the table. 3.9 telephone polling has advantages and disadvantages. One of the drawbacks is the lack of cooperation. Table 3.11 shows the percentage of respondents' refusals to cooperate depending on the duration of the telephone survey.
Table 3.11
Refusal rate of respondents depending on the duration of the interview
Mass surveys are carried out using method CATI (Computer Assisted Telephone Interviewing ) - computerized telephone interview systems. It differs from a regular telephone survey in that the questions of the questionnaire are presented on the screen of a computer terminal, which is in front of the operator, the transition from a question to a question / block of questions is carried out automatically. Also, automatically immediately after filling out the questionnaire, the information received goes into the general database, which makes it possible to monitor the filling of quotas in real time.
Practical example
Research agency BCCroir in his work uses an analogue CATI, designed specifically for his needs with recording and listening to conversations. Before the launch of each project, the operators undergo training, test questionnaires are collected (pilotage of the project) - at this time the Customer can correct the work of the operators, give recommendations, and also make changes to the questionnaire. After making and approving all the adjustments, the project is fully launched.
All operator conversations during each project are recorded. Including records of imperfect polls are kept: in cases of refusal to interview, failure to pass quotas or interrupted interviews. Full statistics are also kept on the following parameters:
- 1) total number of calls:
- 2) productive interviews;
- 3) unfinished interviews;
- 4) failure to pass quotas;
- 5) refusals from the survey;
- 6) "Call Back" category;
- 7) there is no answer;
- 8) wrong phone number.
To conduct telephone surveys, either a pre-prepared database provided by the Customer or randomly generated phone numbers is used.
Call-center of a research agency BCGroup collects on average 35,000 questionnaires monthly.
The cost of conducting a telephone survey consists of the cost of collecting the selected number of questionnaires (the fee is taken only for fully completed questionnaires) and the cost of analytics (as a rule, no more than 10-15% of the cost of data collection). *
A variation of the survey, as noted above, is panel, which is obtaining the necessary information by repeatedly polling a group of customers of interest at regular intervals or by observing the development of sales in a certain group of stores. The main features of the panel:
- the subject and topic of research are constant;
- data collection is repeated at regular intervals;
- a constant set of research objects (households, trade enterprises, industrial consumers).
All types of panels are subdivided: according to the time of existence, the nature of the studied units, the method of obtaining information.
By the time of existence panels are divided into short-term (no more than a year) and long-term (no more than five years).
By the nature of the studied units panels are: consumer (individual consumers, families); trade (organizations and individuals engaged in wholesale or retail trade); industrial enterprises; expert specialists on the problem under study.
By way of obtaining information panels can be postage, personal, and electronic. Panel method got in last years widespread, as the market situation is changing more and more rapidly, and the dashboard allows you to monitor these changes. Using the consumer panel, you can get the following information:
- the amount of goods the family buys;
- the amount of financial expenses;
- market share of major manufacturers;
- preferred prices, types of packaging, types of goods, types of retailers;
- differences in the behavior of consumers belonging to different social strata living in different regions, cities of different sizes;
- brand loyalty, brand change, the effectiveness of various marketing activities, etc.
It should be retaliated that marketers classify the panel in different ways: some distinguish it as an independent method of collecting information, others as a type of survey (consumer panel) or a type of observation (retail panel).
The advantages and disadvantages of panel studies are shown in table. 3.12.
Table 3.12
Advantages and disadvantages of panel studies
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Dignity |
Flaws |
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Provide the ability to track events over time |
The composition of the sample may change over time (due to the dropout of respondents for various reasons) |
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Provide the ability to track changes in the behavior of individual subjects |
The risk of mismatching the sample structure with the structure of the general population (non-representativeness) |
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Allows you to assess the state of the market by a number of indicators |
Modified behavior |
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Accuracy of estimates |
Negligence in the performance of their duties by respondents |
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Provide the ability to collect a large amount of information in one contact |
Fragmented coverage of both categories of buyers (traders) and tracked goods or consumption patterns |
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Independence from the nature of the relationship between the respondent and the interviewer |
Another type of survey is tracking (wave) surveys, which are periodically repeated surveys (once a month / quarter / year), each time conducted on samples of respondents identical in their parameters. At the same time, the respondents themselves in the sample are new each time (this is how the tracking differs from panel studies, in which the sample (panel) is made up of the same respondents throughout the entire period of the study).
Historical excursion
Continuous tracking method ( continuous tracking) based on data rotation ( wiling), was first applied in 1976 by a British research company
Millward Brown. The essence of this method is as follows. Each week, a certain number of respondents are interviewed, say 75. Data for four weeks are summed up and the size of one sample wave, thus, is 300 people. In the fifth week, 75 respondents are again interviewed, their answers are entered into the database, from which the data obtained in the first week are withdrawn. Then, the sixth week replaces the second, the seventh - the third, etc. There is a rotation of the sample of 300 people. The sample wave "rolls" along the time axis. At the moment, this method is one of the most popular among tracking services for the benefit of large advertisers.
To conduct training research, exclusively quantitative methods are used: personal interviews at the respondent's place of residence and street interviews, telephone and online polls. Most popular frequency of training research: quarterly.
Most often, training research is used for the following purposes:
- evaluating the effectiveness of advertising and changes as a result of the advertising campaign of various market parameters;
- analysis of the dynamics of target groups of consumers;
- monitoring the main changes occurring under the influence of market factors;
- tracking brand awareness, efficiency advertising campaigns and etc.
The advantages and disadvantages of tracking studies are presented in table. 3.13.
Table 3.13
Advantages and disadvantages of tracking research
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Dignity |
Flaws |
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Allows you to obtain and accumulate statistical data for in-depth analysis |
The relatively high cost of this kind of research |
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Tracking research allows you to track consumer preferences in dynamics target audience, brand awareness, advertising performance, customer loyalty |
For certain product groups, it may not be advisable to use year-round tracking research (for example, for products with seasonal demand or with rare advertising campaigns) |
|
Along the way with basic information, you can get additional information about consumer awareness of promotions, advertising campaigns; associations caused by various brands; about lifestyle; measure brand awareness, logo, etc. |
To ensure comparability of the samples of different waves of the study, they should be large enough |
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As a result of these studies, it is possible to accurately determine the degree of influence of advertising campaigns on consumers. |
Research requirements related to advertising exposure and brand metrics are very strict |
Another type of survey that has become widespread is focus group method , which is based on a comprehensive discussion of a problematic topic with a selected group of people. A focus group assumes a group discussion led by a moderator in order to establish the qualitative parameters of consumer behavior.
In fig. 3.5 presents the main tasks solved using this method, its main advantages and disadvantages, and in table. 3.14 reflects the features of its implementation.
Rice. 3.5.
Conducting a focus group allows you to address the following issues:
- determining the preferences of buyers and their relationship to this product;
- obtaining opinions on the design of new products;
- presentation of new ideas regarding existing products;
- development of creative concepts for advertisements;
- opinions about the price;
- obtaining a preliminary consumer reaction to certain marketing programs.
Table 3.14
Features of the focus group
|
Focus group conditions |
|
|
Number of people in the group |
8-12 people (they also conduct mini-groups, which consist of 4-5 respondents and one presenter) |
|
Situation |
Informal, relaxed atmosphere in a specially equipped room |
|
Time spending |
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Video recording, transcript |
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Moderator (leading) |
Must have sociability and other qualities (see Fig. 3.5). Conduct a focus group with two leaders, with two leading opponents, with a respondent-leading |
Observation is a method of collecting primary marketing information about the object under study by observing selected groups of people, actions and situations.
This method of collecting information is used in the following cases:
- clarification of the characteristics of the behavior of buyers;
- study of competitors and the forms of marketing and advertising they use;
- analysis of personal contacts between sellers and buyers of goods;
- study of the effectiveness of the impact of advertising on potential consumers of goods and services;
- study of the effectiveness of meetings, sessions, presentations;
- study of the firm's personnel, the specifics of relations between employees and some others.
There are the following types of observation.
Depending on the environment:
- field observation (in the store, at the window);
- laboratory (artificially created situation).
Depending on the method of implementation:
- open (with direct participation of the research);
- covert (outside observation).
Depending on the form of perception of the object:
- personal observation (directly by the observer);
- non-personal (through devices).
Depending on the registered objects:
- complete (all possible manifestations are recorded);
- selective (only pre-selected parameters, phenomena and conditions are recorded).
Depending on the degree of standardization:
- standardized (carried out according to a plan with a clearly defined structure);
- free (only a general impression of the states and manifestations of the investigated object is formed).
Depending on the regularity of the event:
- systematic (carried out regularly);
- episodic (does not have a clearly established schedule of conduct);
- single entry;
- random (not planned, but identified during the monitoring of any events).
Observation includes the following steps:
- 1) preparatory;
- 2) field;
- 3) analytical.
Preparatory stage includes:
- defining the goal, setting objectives, establishing the object and subject of observation;
- providing access to the environment, obtaining appropriate permits, establishing contacts with people;
- selection of a method of observation and development of a procedure based on previously collected materials;
- preparation of technical documents and equipment (duplication of cards, protocols, instructions for observers, preparation technical equipment, writing utensils, etc.).
Field stage includes:
- direct observation, data collection, accumulation of information;
- fixation of observation results, performed in the form of: short-term records, cards, observation diary, etc.;
- control over the work of observers.
Analytical stage includes:
- processing of observation results;
- preparing of report.
As well as a survey, observation has its advantages and disadvantages (Table 3.15).
Table 3.15
Advantages and disadvantages of the observation method
|
Dignity |
Flaws |
|
Provides high objectivity |
Low representativeness, as it is impossible to ensure a random sampling order |
|
Allows perception of unconscious customer behavior |
Subjectivity of the observer's perception |
|
Allows you to take into account the environment |
Unnatural behavior of objects of observation, if it is carried out in an open manner |
|
Provides registration of an event at the time of its occurrence |
The impossibility of observing many factors - motives, views, intentions, actions |
|
There is no direct contact between the observer and the observed, which reduces the likelihood of information distortion |
Time limited observation by the time of the event occurring |
Experiment is a study in which it is necessary to establish how a change in one or more independent variables affects one dependent variable. Therefore, the experiment assumes the presence of two comparable groups of studies: trial and control. It can be two cities, two shops, two goods, etc. or two matched test consumer groups.
The purpose of such a study is to determine the cause-and-effect relationships when one or more factors, such as marketing elements, change under controlled conditions. Experiments with one variable involve studying the effect of changing one marketing factor on the sales, advertising and other activities of the enterprise (for example, the effect of the color of the packaging on the sale of goods).
Experiments with several variables involve studying the dependence of changes in enterprise performance on the interaction and relationship of several marketing factors. Such studies are very complex, but they make it possible to measure and assess the impact on certain processes and phenomena not only of individual factors, but of their complex.
An experiment is used when it is required:
- forecast sales of a new product;
- justify the choice marketing tools;
- check the influence of a number of factors on the sale of goods or consumer behavior;
- evaluate the effect of the independent variable on the dependent variable.
There are several types of experiment, which are subdivided into groups, depending on the classification characteristics (Table 3.16).
Experiment as a method of marketing research is most widely used in the study of the effectiveness of advertising. This is due to its special importance in the marketing mix and its high cost.
Experiment types
Table 3.16
|
Classification attribute |
Experiment type |
a brief description of |
|
Depending on the environment |
Laboratory |
They take place in an artificial environment, for example, various tests of goods, prices, advertisements |
|
Conducted under real-world conditions, e.g. market testing, trial marketing |
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Depending on the type of model used |
Classical |
Allows to study the influence of only one factor with one level of influence, for example, the effect of the color of the packaging on the sale of goods |
|
Statistical |
Allows you to simultaneously study the influence of different levels of exposure to two or more factors |
|
|
Depending on the venue |
Hall test ( Holi-test) |
Testing of individual characteristics of goods / advertising. Held in a special room equipped for tasting or viewing advertisements |
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Home test ( Home-test) |
Testing of goods in the conditions in which they are used in real life(for example, at home) |
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Shop test ( Shop-test) |
Testing of goods is carried out in mall in a separate equipped room |
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Depending on the subject of research |
Product test |
The reaction of consumers to changes in product characteristics is studied. |
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Consumer reaction to price changes is investigated |
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The reaction of consumers to changes in the parameters of an advertising message or the company as a whole is investigated. |
Forms for collecting data are questionnaires (questionnaires), sheets (forms) for recording observation results, etc.
Application form Is a system of questions, united by a single research concept, aimed at identifying the quantitative and qualitative characteristics of the object and the subject of research.
The questionnaire starts with introductory part, which indicates who is conducting the survey; for what purpose; instructions for filling out the questionnaire are given. The introductory part should emphasize respect for the respondents, create in them a desire to answer questions. Be sure to indicate the anonymity of the survey.
Further in the questionnaire there are contact questions. Their task is to interest the interlocutor, to introduce them into the course of the problems being studied. For research related to the use of products, the contact question may be: "Do you think that caring for products contributes to the preservation of their quality?"
Each assigned task must correspond block of basic questions, which can be subdivided: into closed ones, which include all possible options answers, and the respondent simply chooses one of them and open, giving him the opportunity to answer in his own words. Examples of the most common open and closed questions are presented in table. 3.17 and 3.18.
Table 3.17
Types of closed questions
|
Name |
The essence of the question |
|
|
Alternative question |
It is proposed to choose from two alternative answers |
Have you bought goods from this company? "Not really" |
|
Selective Answer Question |
The choice is proposed to be made from three or more options. |
You consider the main advantage of the products of this company:
|
|
Scale question |
It is necessary to assess the importance for the consumer of one or another product characteristic on the proposed scale |
Compared to other characteristics of this product, the price for you:
|
|
Likert scale question |
The degree of agreement or disagreement with a particular statement should be indicated. |
|
|
Rating scale question |
It is proposed to evaluate the feature according to the presented scale |
Do you think that the quality of the product:
|
|
Semantic differential |
It is necessary to choose a point (point) on a scale between two bipolar concepts |
Mark the item location on each line A firms X, firms TO and the perfect product for you M: Expensive 1–2–3–4–5 Cheap Fashionable 1–2–3–4–5 Not Fashionable |
A special role in the questionnaire belongs to control questions. Their purpose is to check the validity of the data. Let's say the main question is: "Are you familiar with the basic methods of caring for clothes?" The security question can be of the following type: "Which of the ways of caring for clothes
Do you think the most important? ". Comparison of answers to these questions gives information about the sincerity of the respondent. It should be emphasized that the control question should never follow the question, the answer to which he controls. is influenced by the content and the answer to the previous question.
Table 3.18
Types of open questions
|
Name |
Essence of the question |
|
|
Unstructured |
Allows any verbal response |
What is your opinion about the company? |
|
Selection of word associations |
Individual words are called to the respondent in order to clarify the associations that arise in him |
What associations do you have when you say ...? |
|
Completion of a sentence |
Proposed to complete unfinished sentence |
I buy company products because ... |
|
Completion of the story |
Proposed to complete unfinished story |
|
|
Completion of the drawing |
Depending on the information provided in the figure, express your opinion |
There are two characters in the picture, one of whom expresses a thought, it is necessary to add an answer |
|
Thematic Apperception Test |
The interviewee is shown a picture and asked to come up with a story about what, in his opinion, is happening or may happen there |
When constructing the questionnaire, one should take into account the fact that the most difficult questions requiring analysis, reflection, memory activation are placed in the middle of the questionnaire. By the end of the work with the questionnaire, the difficulty of the questions should be reduced.
Complete the questionnaire final questions. Their goal is to relieve psychological stress from the respondent (for example, "Didn't our conversation bore you?").
The last section of the questionnaire also includes questions to determine socio-demographic portrait of respondents(gender, age, place of residence, social status, education, income level, etc.). At the end of the questionnaire, be sure to express gratitude to the interviewee for participating in the study.
When developing a questionnaire, certain requirements must be taken into account.
- 1. Compliance with fundamental requirements for the formulation of questions:
- questions should be simple and straightforward;
- the questions must be clear;
- questions should be neutral (do not send an answer to a certain side);
- a logical sequence of questions must be followed.
- 2. Choosing the optimal volume of questionnaires:
- cumbersome questionnaires cause a large number of refusals;
- short questionnaires, in turn, create the impression of the insignificance of the problem under discussion or the very fact of referring to the opinion of a particular person;
- the maximum time required to fill out the questionnaire during the postal survey should not exceed 20-30 minutes.
- 3. Preliminary assessment of the quality of the questionnaires:
- the developed questionnaires are subjected to logical control, all questions and answer options are checked, as well as the composition of the questionnaire as a whole;
- conducting a detailed survey of a small group of people, on the basis of which they are finalized and clarified (10-15 people).
When observing, instead of a questionnaire, an observation card is used (Fig. 3.6), an observation protocol and an observation diary.
Practical example
The identification of the necessary data for solving problems begins first of all with the study of reports, formally existing sources of information. Research schemes, forms for collecting data are drawn up, the period of coverage, the degree of detail, and the level of coverage are determined.
Analysis of documents. It is the initial stages in the study and the most formalized. The entire volume of documentation available in the organization is analyzed, these are regulatory materials (job descriptions, qualification requirements and instructions, orders for workflow schemes, official powers enshrined in orders and instructions, etc.), reporting materials, the structure of reporting indicators, a system of plans. Of interest may be special reports, certificates, sample statistical data that are prepared by employees of the management apparatus at individual requests from managers, clients, higher and inspecting bodies. When analyzing documents, for example, about downtime of equipment and workers, the reasons for downtime and overtime, there may be distorted data that it is advisable to additionally check. Often organizational chart The (structure of) governance does not reflect the real separation of powers and responsibilities. In parallel with the analysis of documents, it is desirable to carry out other types of collection of information on the problem.
Considering that information about management problems is most often not formalized in the reporting form and statistical data, sociological methods are used to collect information.
Collection of information on management problems based on sociological methods allows you to form information base on the needs and interests of the organization's personnel, the nature of the relationship between people and groups, the type of culture, management style and behavior, identify the role of individual employees and groups in deviations from planned goals, assess the interest in performing tasks.
For these purposes, they are widely used : interviews, questionnaires, observations and self-observation. All this gives necessary information, on the basis of which it is possible to predict the reaction of the organization's personnel to certain decisions, the ability to control the behavior of groups, individual employees.
Observation. E This is the method used to obtain information that is difficult to formally record. Observation research requires the researcher's own presence at the study site, or participation in events. For example, having employees attending a meeting can help identify group processes and behaviors associated with a problem. Groups are usually observed rather than individuals. As a result of observation, information is collected on how the communication process is carried out, i.e. exchange of information or "who" with "whom" maintains close service relationship, what is the nature of these relations, formal and informal groups, leaders, their relationships are revealed.
Observation is a very delicate process. Most people, being monitored, do not feel at ease, and therefore, behavior changes, which changes the reliability of the information received. When starting to observe, you should explain to people the purpose of the research being carried out, clearly show that the purpose is not criticism, but the collection of information to solve the problem. It is necessary to establish an exchange of views between the observer and the observed, then they will be able to indicate what affects their activities. Observation is carried out in the course of any work related to research, for example, during interviews or questionnaires. The observation method is not used separately, but in the process of collecting information.
Observation results should be classified, for example, when studying employee behavior according to the following scheme: experience, level of job satisfaction, strengths and weaknesses in the work process, special interests, motives, sociability, relationships with other employees, desire to cooperate, management style, degree of creative thinking , innovative capacity or receptivity to new ideas.
Interview. This method is the most versatile for searching and collecting information. There are two types of interviews: free and formalized.
For free interview the researcher has a weak influence on the direction of the conversation, only occasionally leading questions can be asked. When conducting a formalized interview, the role of the researcher is active, since the respondents answer specially posed questions. The advantage of a free interview in comparison with a formalized one is more frank and reliable information about the interviewee himself. However, a free interview requires a lot of time and stress of the researcher,
concentration of attention, the ability to arrange the interlocutor.
Conducting a free interview requires some preparation. The conversation should be conducted in such a way that the result is obtained facts, therefore, it is necessary to plan the conversation. It is necessary to highlight certain objects for the interview. The effectiveness of the conversation largely depends on how correctly the conversation scheme is drawn up. Experts highlight the main provisions that are advisable to adhere to when planning and conducting interviews. Among them :
1. When planning the interview, you should determine what facts you need to get and from whom. The logic of the conversation must be thought out so that each subsequent information flows from the previous one.
2. The general outline of the interview should be communicated to the interviewee in advance (for example, 2-3 days in advance).
3. Place and time. The choice of location for the interview is important, as people usually feel more free in their familiar environment. At the workplace, they have all the information they need. It is important to exclude noise, interference, visitors, calls. It is necessary to set aside 2-3 hours of time for a conversation, since a free interview presupposes some historical conversations in the past of the organization, identification of views on the future.
5. After the conversation, it is necessary to systematize the information received, highlight the most important information, prepare questions on unclear, contradictory facts, draw initial conclusions, put forward the first hypotheses for solving the problem.
Formalized interview is built on the basis of a conversation on clearly questions asked... A questionnaire, compared to a free interview, allows a limited number of facts to be obtained from a large number of employees. Usually, questionnaires are only suitable for collecting simple facts. The questionnaires can be distributed among the respondents with an explanatory note, in which case the respondents fill out the questionnaire. The researcher can conduct the survey himself, if the situation permits, enter the answers into the questionnaire. It is important to follow the rule: people should know - "why", "why" these questions are asked, "who" asks them, "what" will do with the answers, "who" is being interviewed.
Questioning. The most common formal interview method. Questioning allows you to interview a large number of people in cases where workers are at a considerable distance from each other. Questioning can be full-time and part-time, group and individual. This survey method is used primarily in the following situations:
1. When the problem under study is not sufficiently provided with documentary sources of information or when the information is not subject to fixation.
2. When the subject of research or individual characteristics are not available for observation.
3. As a control additional method for rechecking data obtained in another way.
4. When the subject of research is an element of individual consciousness: motives, interests, culture, needs.
The survey method has both positive and negative consequences. TO positive results the following can be attributed: stimulates analytical activity and contributes to the inclusion of the respondent in the problem; encourages social activity.
The negative side polling method is the danger that critical responses can be used against the source of the information. This causes psychological stress, a desire for anonymity, and reduces the reliability of an open survey.
Basic requirements for the questionnaires:
questionnaires should be simple, with clear, short questions, using “YES” and “NO” answers whenever possible;
the questions should be presented in a logical order; it is desirable to group them to facilitate further processing.
Testing. This is an in-depth collection of information using questionnaires. Testing is closely related to psychodiagnostics. The test as a method is based on standardized questions and tasks that have a specific scale of values. Tests are usually used in research: intellectual abilities, in the assessment of vocational training, in the selection of candidates, in career guidance. The test allows, with a certain degree of probability, to determine the level of knowledge, personal characteristics, skills and abilities, while using both quantitative and qualitative assessments.
Testing Benefits: the use of tests avoids the subjective approach of the researcher; the time of the tests is limited, contributes to the prompt collection of information; purposefulness.
Disadvantages of testing: test results are relevant in a certain period of time, and people's behavior dynamically changes from the situation; standardization of tests limits the scope of research to a general approach, individuality remains outside the scope of research; requires significant preparation for testing, adherence to ethical, moral aspects of research, which requires high competence of researchers.
Analyzing the experience of using testing in the United States, experts note that testing in the United States is perceived ambiguously. Testing is used to a greater extent by service personnel. In accordance with the legislation, it is necessary to ensure the "purity" of the dough, i.e. a situation in which employees (or job candidates) are surveyed for specifically stated purposes, the data obtained cannot be used in other interests and against these employees. From the side of the firm, the criterion is simple: each test or survey should yield a return. Attitude towards tests assessing general educational level or vocational training, the staff of firms is quite complicated. However, employees are required to participate in them. When conducting research personnel services set the following tasks: to express the interest of management in getting acquainted with the opinions and assessments of employees; create an environment in which workers can feel free to voice their opinions; improve intra-company communications; identify problem areas and direct efforts to resolve conflicts; promptly update information and analyze labor databases; evaluate the effectiveness corporate policy; contribute to the improvement of the atmosphere of cooperation and cooperation; determine the directions for improving the organization of labor and management; involve personnel in solving corporate problems and maintain a sense of responsibility for economic results; create an innovative climate in departments.
V American companies at least three examinations are carried out per year. General corporate surveys of owners are carried out by mail. Answers come from 90% of the participants. The results are documented using the schedule, visibility is brought to the attention of employees and management. The attitude of workers towards such research is generally positive:
73% - support managers,
70% - personnel specialists,
58% are production workers.
Expert assessments... Expert assessments are also referred to sociological research methods. Such assessments represent a group of methods by which specific people (experts) obtain information when a problem arises. The experts are people directly related to the problem. The information is subjective, regardless of the expert's qualification level. A group of experts is used to reduce subjectivity. Usually, expert assessments are used when it is impossible to study the situation by other methods. To assess the level of competence of an expert, the following criteria are used:
the relationship between the activity profile and the analyzed area;
the degree of agreement of opinion with the bulk of experts;
results of test control assessing the qualification level;
work experience as an expert, degree of awareness.
Organization of expertise. The examination is carried out v several stages. At the preliminary stage, a working group is formed, research goals are set, an examination method is selected, and a group of experts is formed. Further research has the following sequence:
Stage 1: study of materials, individual and joint discussion.
Stage 2: formation of expert assessments;
Stage 3: studying the qualifications of experts, assessing the reliability of experts.
Stage 4: summarizing the opinions of experts, analyzing the consistency of expert opinions, assessing the reliability of the expertise.
Economic cybernetics offers several methods for conducting expert interviews. One of the methods is the sequential comparison method. First, the expert assigns preliminary estimates according to the proposed scale, then certain questions are posed related to various combinations of results and provide information on the basis of which the initial estimates are adjusted.
Methods are often used: preference, rank, partial and complete pairwise matching. These methods are aimed at coordinating the positions of specialists in order to develop a collective expert assessment.
Methods of collecting information
marketing information collect customer
Marketing research is the process of collecting data characterizing a market process or phenomenon and designed to meet the information and analytical needs of marketing. Searching for and collecting information on the problem under study is one of the most laborious and costly stages of any marketing research. Depending on the sources of information used, studies are divided into:
· Cabinet;
· Field.
Desk research - search, collection and analysis of already existing secondary information ("research at the desk"). Secondary information is data collected earlier for purposes other than those currently being solved.
The study of inside information should be the starting point in the search and collection of secondary data. Most companies have a significant amount of accumulated internal information, some of which is easily accessible and ready for immediate use, for example, sales and price data that are regularly recorded in accounting records. Information of another type is not systematized and requires improvement, but it can be quickly and easily collected and prepared for use.
Sources of current external information can be of a very different nature; formal and informal procedures are used to collect it. Such information is obtained by studying books, newspapers, trade publications; as a result of conversations with consumers, suppliers, distributors and other persons external to the organization, who should be effectively motivated to collect the necessary information; based on conversations with other managers and employees, for example, employees of the sales services of this organization; by conducting industrial and commercial espionage (although foreign books write a lot about the ethical issues of marketing research).
In the case of secondary marketing, methods of searching the Internet for the necessary information are also used. The main tools for finding it today are search engines and catalogs. In a number of cases, when their use does not give sufficient effect, a "manual" search is used on thematic sites, "yellow pages" and a number of other resources. One of the main aspects of conducting secondary marketing research using the Internet is the search for information sources. Hundreds of millions of sites on the Internet today make the task quite difficult. ...
The main advantages of working with secondary information are: low cost of work, since the collection of new data is not needed; the speed of collecting information; availability of several sources of information; the relative reliability of information from independent sources; possibility of preliminary analysis of the problem. The obvious disadvantages of working with secondary information are: frequent inconsistency of secondary data with the objectives of the research, due to the general nature of the latter; information is often outdated; the methodology and tools with which the data are collected may not be consistent with the objectives of this study. In this regard, desk research is often complemented by the parallel conduct of several expert interviews to increase the validity of the information.
Field research - searching, collecting and processing data specifically for a specific marketing analysis. Any field study is based on primary information, in other words, on newly obtained data to solve a specific problem under study. The main advantages of primary information: data are collected in strict accordance with the exact objectives of the research problem; the data collection methodology is strictly controlled. The main disadvantage of collecting field information is the significant cost of material and labor resources.
Depending on the tools (methods) used for collecting field (primary) information, research can be divided into:
· Quantitative;
· High quality.
Quantitative research consists of conducting various surveys using closed-ended questions, which are answered by a large number of respondents. Qualitative research involves collecting, analyzing and interpreting data by observing what people do and say. Observations and conclusions are qualitative and carried out in a non-standard manner.
Qualitative research involves collecting, analyzing, and interpreting data by observing what people do and say. Qualitative data is collected in order to learn more about those things that cannot be directly measured or observed. Feelings, thoughts, intentions, past actions are just a few examples of information that can be obtained using quality information gathering methods. These methods are also used to identify possible methodological shortcomings of the research project, to clarify those points that remained unclear in the formulation of the problem. In some cases, obtaining information from respondents using fully structured or formal methods may be undesirable or impossible. In such situations, good data collection methods are used. Often, the practical implementation of marketing research requires an integrated approach - sharing quantitative and qualitative techniques.
In order to collect qualitative data, search marketing research is used, which implies the use of qualitative research methods. Qualitative research methods are divided into direct and indirect, depending on whether the respondent knows the true purpose of the research. The direct approach is not masked by the researcher. The respondents are told about the purpose of the study, or it becomes obvious from the questions asked. This method finds its application in focus groups and in-depth interviews. In contrast, the indirect approach hides the true purpose of the research from the respondents. ...
A focus group is an unstructured interview that a specially prepared presenter casually takes from a small group of respondents. The facilitator guides the discussion. The main purpose of conducting focus groups is to get an idea of what a group of people representing a specific target market thinks about the issues of interest to the researcher. The value of this method lies in the fact that the free nature of the conversation often provides unexpected information. Usually the number of its participants ranges from 8 to 12 people. A focus group should be homogeneous in terms of the demographic and socio-economic characteristics of its participants, which makes it possible to reduce conflicts between them. In addition, it is imperative that all participants meet certain criteria. People who took part in such focus groups, the so-called "professional respondents", are not involved in the discussion. Interviews are recorded throughout the discussion, often on videotape for later review, re-recording and analysis.
Focus groups are used in almost all cases when it is necessary to obtain a preliminary opinion on a situation. Focus groups allow you to solve the following issues:
· Determination of preferences of buyers and their relationship to this product.
· Obtaining opinions on the ideas of new products.
· Presentation of new ideas regarding existing products.
· Opinions about the price.
· Obtaining a preliminary reaction of the consumer to certain marketing programs.
A depth interview is an unstructured, direct, personal interview in which one respondent is interviewed by a highly qualified interviewer to determine his main motives, emotions, attitudes and beliefs on a particular topic. An in-depth interview can last from 30 minutes or more than an hour.
Three methods of in-depth interviewing are popular with researchers: the ladder method, the hidden problem method, and symbolic analysis.
The laddering method is characterized by sequential posing of questions. First, they ask about the characteristics of the product, and then move on to the characteristics of the user himself. This method allows the researcher to determine the meanings that consumers associate with a particular subject or problem.
When clarifying hidden issues (hidden issue questioning), the main thing is not social values, but rather personal "sore spots"; not a way of life in general, but deep personal feelings and anxiety of a person.
Symbolic analysis tries to analyze the symbolic meaning of objects by comparing them with opposites. To understand what is actually hidden behind this or that phenomenon, the researcher tries to determine what is not typical for this phenomenon. The logical opposites of the investigated product are not the use of this product, the signs of an imaginary "antiproduct" and types of products that are opposite in properties.
Benefits of in-depth interviews:
1) allow you to better understand the inner experiences of people. In addition, with their help, the author of the answer is clearly visible.
2) assumes free exchange of information.
Disadvantages of in-depth interviews.
1) Qualified facilitators and interviewers are expensive and difficult to find.
2) Due to the lack of a specific structure for conducting a survey, the interviewer can influence the results of the survey, and the quality and reliability of the data obtained depends entirely on the skills of the interviewer. It is difficult to analyze these data and draw appropriate conclusions on them without using the services of qualified psychologists.
3) Considering the length of the interview and the costs associated with it, we can say that the number of in-depth interviews in the project will be small. Despite these inconveniences, in-depth interviews somehow find their application.
Basically, in-depth interviews are used to conduct exploratory research, seeking to gain an understanding of the problem. However, in-depth interviews are not used as often in marketing research. Nevertheless, this method can be effectively applied in special problematic situations.
A projective technique is an unstructured, indirect form of questioning that encourages respondents to express (to the interviewer) their ulterior motives, beliefs, attitudes or feelings about the problem being discussed, i.e. how to extract them from the depths of consciousness, demonstrating (projecting) to the researcher. Projection methods are classified into:
· Associative methods. When using them, a person is shown an object, and then he is asked to say about it what first comes to mind. The most famous of them is the method of word associations, when the respondent is shown one word from the list, and he must choose the word that comes to mind first.
· Methods for completing the situation. In Situation Completion Methods, the respondent is asked to come up with an end to an invented situation. Typically, marketing research uses methods where the respondent is required to complete sentences or come up with an ending to a story.
· Methods of constructing a situation. This group of methods is closely related to situation completion methods. Situation construction techniques require the respondent to come up with a story, dialogue, or description of the situation. There are two main methods of constructing a situation: answer from pictures and animation tests. The method of answering pictures is somewhat reminiscent of the test for determining thematic conscious perception, which consists of a series of pictures depicting ordinary and not quite ordinary things. The respondent is asked to come up with stories about what is depicted in the pictures. The way the respondent perceives the material depicted in the figures determines his individuality. In animation tests, drawings depict cartoon characters who find themselves in different situations related to the problem under study. Respondents are asked to come up with a response for a character to comments from another character. In the answers of the respondents, you can find out their emotions, beliefs and attitude to the situation.
· Expressive methods. In the framework of expressive methods, orally or visually, a certain situation is presented to the respondent for consideration. He is required to express those feelings and emotions that others experience in this situation. The two main expressive methods are role play and the third person method.
At role-playing game(role playing) respondents are asked to be in the role of another person and imagine how he will behave in a given situation. Third person method. For the third-person technique, it is characteristic that the respondent is offered a situation for consideration orally or visually. He, in turn, must determine what the third person thinks about in this situation.
Projection methods have one major advantage over unstructured direct qualitative research methods (focus groups and in-depth interviews): they provide answers that respondents would not have given if they knew about the purpose of the research. Unstructured projection direct research methods have a number of weaknesses. So, well trained interviewers are needed to use them. The answers are analyzed by qualified analysts, whose services cost a lot. Moreover, they should not be prejudiced. With the exception of the verbal association method, all other methods involve an incomplete ending, which complicates the analysis and processing of the data obtained.
Projection methods are used less frequently than unstructured direct methods. The exception, perhaps, is the method of word associations, which is used to check the names of trade marks, and sometimes to find out the attitude of the consumer towards certain products, trade marks, service packages and advertisements. .
Descriptive research. Quantitative research is usually equated with conducting various surveys based on the use of structured closed-type questions, which are answered by a large number of respondents. The characteristic features of such studies are: well-defined format of the collected data and the sources of their receipt, the processing of the collected data is carried out using orderly procedures, mainly quantitative in nature.
The survey methods are based on obtaining information from respondents who answer the questions asked to them. As a rule, the questions are structured, i.e. some standardization of the information collection process is expected. In a structured data collection, a formalized questionnaire is developed and questions are asked in a predetermined order. This method of polling is also called direct.
The survey method has a number of advantages. First, it is easy to conduct. Secondly, the answers received are reliable, since the number of given answer options is limited.
Disadvantages include the fact that sometimes respondents are unwilling or unable to provide the required information. Respondents will be reluctant to respond if the requested information is personal or concerns their feelings. In addition, responses to standardized and multiple choice questions may not be valid for certain data, such as emotions and beliefs.
The survey can be conducted: by phone, in person, by mail, using the Internet. Telephone interviews can be divided into traditional telephone interviews and Computer-Assisted Telephone Interviews (CATI). In-person surveys can be conducted at home, in a department store, or computer-assisted surveys.
Observation methods are the second group of methods used in descriptive research. Observation is the process of registering patterns of behavior of people and objects, options for the development of events on a systematic basis to obtain information of interest. The observer does not question or come into contact with people whose behavior he is observing. Information can be recorded directly in the course of events, or it can be obtained from records of past events. Observation can be structured or unstructured, direct or indirect. In addition, it can be carried out in a natural or artificial environment.
In structured observation, the observer pre-specifies the object of observation and the methods for evaluating the results of the observation, for example, an auditor conducting a store inventory.
In unstructured observation, the observer registers all aspects of the object that, from his point of view, may be relevant to the subject of research, for example, observing children playing with new toys. In unstructured observation, the possibility of distortion of observation results is high. For this reason, the observation results are interpreted as a hypothesis and are subject to subsequent verification, in contrast to the results of the final study.
In covert surveillance, respondents are unaware that they have become an object of surveillance. Covert surveillance allows respondents to behave naturally; people tend to change their behavior if they know they are being watched. In open observation, respondents know that they are being observed.
Natural observation is carried out in a familiar environment for the object of observation. In contrieved observation, the respondent may be observed in an artificial environment, such as the kitchen at a testing center. The advantage of in vivo observation is that the behavior of the observed object is closer to the behavior of real consumers. The disadvantage is the expectation of the situation necessary for observation and the difficulty of measuring and assessing the behavior of the observed object in natural conditions.
Causal marketing research. An experiment refers to a researcher performing a controlled process of changing one or more independent variables to measure their effect on one or more dependent variables while eliminating the influence of extraneous factors. The purpose of a study carried out using an experiment is, as a rule, to establish causal relationships between marketing factors and the behavior of the objects under study.
When conducting an experiment, the researcher sets himself two goals: to obtain correct conclusions about the influence of the independent variable on the analyzed set of observation units and, on this basis, to draw reliable conclusions regarding the entire general population. The first goal is associated with the concept of internal reliability, the second with the concept of external reliability.
1) Internal validity is determined by whether a change in the independent variable actually caused the observed change in the dependent variable. Thus, intrinsic certainty is determined by whether the observed change in the dependent factors could be caused by any factors other than the independent ones. If the observed changes are caused or distorted by extraneous factors, then it is difficult to make a reliable conclusion about the existence of a causal relationship between independent and dependent.
2) External validity is associated with the possibility of generalization of the causal relationship revealed during the experiment. In other words, can the conclusions drawn from the experiment be extended to a wider range of elements, and, if so, to which specific population groups, populations, periods, independent and dependent variables. The danger of violating the external reliability of the experiment arises when the conditions of the experiment do not cover any significant factors that take place in reality.
It is highly desirable to have an experimental design that meets the requirements of both internal and external credibility, but in practical marketing research, as a rule, you have to deviate from the requirements of one of them in order to achieve the other. To ensure control over extraneous factors, the researcher is forced to conduct an experiment in artificial (laboratory) conditions. This allows for intrinsic validity, but limits the generalizability of results, thereby compromising extrinsic validity. Factors that violate intrinsic credibility can also breach extrinsic credibility; the most significant of them are extraneous factors.
The advantages of this method include, first of all, its objective nature and the possibility of establishing causal relationships between marketing factors and the behavior of the objects under study. The disadvantages of this method are the difficulty in controlling all marketing factors in vivo, on the one hand, and the difficulty of reproducing the normal behavior of a socio-economic object in laboratory conditions, on the other hand. In addition, conducting an experiment is associated, as a rule, with much higher costs than observation, and especially when it is necessary to investigate several marketing factors. Therefore, in practice, this method is used relatively rarely and, above all, in cases where it is required with high degree reliability to establish the nature of the causal relationships between marketing factors and the behavior of the investigated object.
It can be secondary or primary. In the second case, the information was obtained in the course of a survey (observation) at first hand. In the first case, the source is already published material.
Methods for collecting sociological information include: polling, observation, document analysis.
The last technique means the use of any information recorded in the text (handwritten or printed), sound recordings, photo, film, video materials. This method includes and is used when exploring information created in different areas public communication. All documents are divided into four types. The first includes written materials - archival information, press materials, personal documentation. The second type is iconographic documents. These include paintings, videos, photographs. The next type is statistical documents. They are presented in digital form. The last, fourth, type of documents includes phonetic data. They are sound recordings.
Observation and polling are fairly common data collection methods.
It should be noted that with a fairly wide application, these techniques (separately) are not the main ones in the study. The methods are often used in combination.
One of the advantages of observation as a research technique is the presence of direct personal contact of the researcher with an object or phenomenon. Sociological observation is carried out in natural conditions for the studied subject. Thus, the researcher has the opportunity to obtain primary information. In the process of studying, the registration of the occurring phenomena is carried out.
Depending on the degree to which the researcher takes part in the process, included and simple observation are distinguished. In the second case, the researcher fixes everything "from the outside", without participating in the occurring phenomenon or the activity of the studied group.
