Subject: Marketing 1. Steven has recently become the head of Marketing Informati
ID: 426919 • Letter: S
Question
Subject: Marketing
1. Steven has recently become the head of Marketing Information Systems for Best Buy here in Minneapolis. His first task is to create a more effective management information system to keep track of the major environmental forces and their impact on Best Buy. What considerations should he consider in establishing an effective way to collect information about each of the environmental forces.
2. Sherrie needs to create a series of survey questions to find out what her customer’s want from her local coffee shop here in Uptown, Minneapolis. Create a series of 5 survey questions that are written correctly, are written using at least three different types of questions that are available to marketing researches, and helps Sherrie determine what she should do to increase overall business from her most loyal customers.
Explanation / Answer
Data collection for marketing research is a detailed process where a planned search for all relevant data is made by a researcher. The success of marketing research is contingent on the integrity and relevance of the data. And to a high degree, the quality of the data depends on the methods of data collection used. The selection and use of methods for conducting marketing research requires a great deal of experience and expertise in order to correctly gage suitability.
These methods fall into two types of research categories, which are Qualitative Research and Quantitative Research. Qualitative Research is generally used to develop an initial understanding of the problem. It is non statistical in nature and the answers are derived from the data itself. It is used in exploratory and descriptive research designs. Qualitative data can be procured through a variety of forms like interview transcripts; documents, diaries and notes made while observing. Quantitative Research on the other hand, quantifies the data and generalizes the results from the sample to the population.
There are two types of data:
The challenge lies in the case of method selection for collecting primary data. The method has to be relevant and appropriate. This will be the most important decision prior to beginning market research.
The market research process consists of 6 distinct steps:
To further explore Step 3, here a few effective methods of data collection:
1. Telephone Interviews
The biggest advantage of telephone interviews is that is saves cost and time. Today, accessing people via telephone is so much easier because almost everyone has one. Another advantage is fewer interviewers are required in order to conduct telephone interviews than face-to-face interviews.
2. Online Surveys
Given the current myriad of technological developments, the use of online surveys has rapidly increased. It may well be the least expensive way to reach the greatest amount of people – all over the world. Once an online survey has been designed, it can be stored easily, revised and reused as needed from time to time. The key is in the design and layout of the survey so that respondents don’t overlook a survey in their crowded inboxes. The response time is quick so online surveys have become the preferred method of data collection for many consumer satisfaction surveys and product and service feedback. It is easy to track respondents, non-respondents and results through the data collection process. Electronic reminders can be sent easily at a very low cost. Respondents have the option to begin the survey, stop, save the responses at a later more convenient time. Research shows that respondents tend to answer questions more truthfully than when engaged through other methods.
3. Face to Face Interviews
This method is one of the most flexible ways to gather data and gain trust and cooperation from the respondents. Besides that, interviewing respondents in person means their non-verbal language can be observed as well. It is especially useful to detect discomfort when respondents are discussing sensitive issues. Respondents have more time to consider their answers and the interviewer can gain a deeper understanding of the validity of a response. It is also easier to maintain their interest and focus for a longer period. Focus Group Interviews entail more respondents at one time.
Face to face interviews can also take place via Intercept Interviews as well. These interviews can take place on the spot at shopping malls, street corners or even at the threshold of people’s homes. It is understandable why these types of interviews must be brief, to the point and free of from distasteful questions as there is a strong risk of the potential respondent leaving. These face to face interactions can be time consuming so enlist a trusted company like Dattel Asia to provide the data needed with unprecedented levels of transparency. Dattel Asia is ASEAN’s leading data collection company that utilizes tablets, digital tools and artificial machine learning systems for data collection. A reliable face-to-face data collection service provider that has over 250 skilled Field Data Associates and more than 310,000 unique and verified respondents in their data repository.