The division of information collection methods into two groups is predetermined by two types of marketing information sources: primary and secondary data. According to the method of obtaining marketing information, research is divided into two types: secondary and primary.
Secondary research is usually based on existing information and is therefore called desk research. Secondary research in its content is the study of existing sources of information about the problem being studied or researched in the marketing system. Distinguish (in relation to the firm) external and internal sources for secondary research. As internal sources of information, there may be - marketing statistics (characteristics of turnover, sales volume, sales volume, import, export, complaints), data on marketing costs (by product, advertising, promotion, sales, communications), other data (on the performance of installations , equipment, on the loading of production capacities, price lists for raw materials and materials, characteristics of the storage system, consumer maps, etc.).
As external sources speakers: publications of national and international official organizations; publications government agencies, ministries, municipal committees and organizations; publications of chambers of commerce and industry and associations; yearbooks of statistical information; reports and publications of industry firms and joint ventures; books, messages in magazines and newspapers; publications of educational, research, design institutes and public scientific organizations, symposiums, congresses, conferences; price lists, catalogues, prospectuses and other company publications; materials of consulting organizations.
The significance for secondary research of internal or external information in each case is determined by the researcher.
The main advantages of secondary research are:
- § the cost of conducting desk research is less than the cost of conducting the same research using field research;
- § for the most part, only secondary information is sufficient for solving research, so primary research becomes unnecessary;
- § the possibility of using the results of desk research, if the goal of marketing research is not achieved, to determine the objectives of the field research, its planning and use of the sampling method.
Studies performed on the basis of secondary information, as a rule, are preliminary and are descriptive or staging. With the help of such studies, it is possible to determine, for example, the general economic characteristics of the market, the situation in individual industries, national and other features when entering overseas markets(in case of international marketing).
For a deeper study, it is necessary operative information. This information, collected for the first time for a specific purpose, was called primary information, and the studies performed on the basis of its analysis were called field studies.
It is advisable to collect and analyze primary information only in cases where the study of secondary information does not give the desired result. At the same time, it is necessary to formulate requirements for secondary information, which is determined by the subject and object of the study. At the same time, each of the methods can be used in combination with others; field research is almost always more expensive than desk research. Therefore, they are used in cases where:
- § as a result of the secondary study, the required result has not been achieved and it is not possible to conduct an appropriate marketing event;
- § high costs for field research can be offset by the importance and necessity of solving the corresponding problem.
A field study can be full or continuous if it covers the entire group of respondents of interest to the researcher, and partial or selective if it covers certain percentage respondents.
Crowded surveys are usually used to study a relatively small number of respondents, for example, large consumers, large firms. In general, continuous studies are distinguished by their accuracy, and on the other hand, by high costs of resources and time.
Partial or selective surveys are most commonly used to obtain information in field surveys.
Based on the tasks set, in this marketing research, desk and field research methods were used.
The basis of the information used in this work is primary data, secondary information is used only for a general analysis of the existing market, forecasting its development trends.
The main methods for obtaining primary data are:
- - Interview
- - Surveillance
- - Experiment
Recently, due to information marketing activities interactive methods of modeling marketing information began to be applied. Interrogation, observation, experiment, and modeling methods are used to solve research problems of various levels.
Observation is carried out subject to a number of conditions:
- * a short period of observation time so that changes in the environment do not affect the behavior being studied;
- * the most significant characteristics of the conditions and situations in which the observation takes place should also be recorded;
- * Observed processes must be available for observation and take place in public;
- * observed behavior that people have no desire to remember.
Observation is a fairly flexible method of collecting information, as it can be carried out by researchers in various forms.
During the experiment, the researcher actively intervenes in the process of data generation, the cause-and-effect relationships between events are checked based on isolated changes in variables, i.e. only one independent variable undergoes a change, the state of the remaining variables is fixed.
The experiment is a form of practice, so its results can be used as a criterion of truth to justify marketing decisions regarding new products. As a rule, the experiment is carried out in order to predict the volume of sales or justify the choice of marketing tools for a new product. Quite often experiments are used in research practice.
During the experiment, quantitative and qualitative measurement of indicators can be carried out. Quantitative measurements involve fixing the intensity and duration of exposure to a particular variable. Qualitative measurements fix the presence or absence of the result of the impact of a variable.
A survey is a method of collecting primary information by ascertaining the subjective opinions, preferences, attitudes of people in relation to any object. Scope of application:
- · to work with remote respondents (for example, if the respondent is in another city);
- · to ask complex questions that require rational, logically verified responses of the respondent (for example, a multi-criteria selection system can be presented in the questionnaire);
- · to survey a large number of respondents in a limited period of time (for example, a survey of a large number of students within one lesson).
The respondent is the person being examined, the subject answering the questions. In practice marketing research There are many different types of surveys.
The essence of any survey is to get an answer to a question of interest to the interviewer from a given group of people (" public opinion" or "opinion of an active group of individuals") or individuals within representative market segments ("opinion of an individual" or "representative"). The essence of conducting a survey can be expressed by the diagram shown in Fig. 2.1.
Fig.2.1 Survey scheme
Interviewer - individual, entity(a group of persons) or a technical device that asks a question to a respondent in order to receive an answer based on a certain stimulation.
"Stimulus" - an emotional or rational motive for answering a question, created by the interviewer and focused on the respondent's value system.
"Answer" - motivated on the basis of the stimulus provided by the interviewer, the reaction of the respondent to the question asked, expressed in any form that the interviewer can record.
During the survey, information is systematically collected from the interviewees through contact with them in person, by phone or by mail. It can provide data on relationships, past purchases, and needs characteristics. However, its accuracy is affected by incorrect or distorted answers. To fix the answers, a questionnaire (questionnaire) is used.
Questionnaire - a questionnaire for obtaining some information. The questionnaire usually consists of an introduction, a requisite part and a main part.
The main purpose of the introduction is to convince the respondent to take part in the survey. It should state the purpose of the survey being conducted and show how the respondent will benefit from participating in the survey. In addition, it should be clear from the introduction who conducts the survey.
Topic 1. Methodological foundations of marketing research
1. What is the purpose of marketing research
A. finding the right market partners
B. Rationalization of strategy and tactics
B. Reducing the prices of goods and services
D. Search for commercial partners
2. The essence of marketing research
A. Product promotion
B. Gathering and analyzing information for a solution
B. Technological progress
D. Expansion of trade relations
3. The main task of marketing research
A. Visit consumers
B. Increased buyer competition
B. Marketing strategy
D. Providing accurate, unbiased information that reflects the true state of affairs
4. When did attempts to apply marketing research begin?
5. What is the way information is collected?
A. Choice of distribution channel
B. Experiment
B. Business game
D. Expertise
6. Specify the principle of marketing research
A. Versatility
B. Staged
B. Psychology
D. Tact
7. Choose Solutions Based on 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 sign corresponding to the stage of marketing research
A. Statement of the problem
B. Problem Ranking
B. Preparation of the report
D. Linking with the goals and objectives of the market entity
9. Specify the methods of marketing research
A. Identification of the necessary elements of the market infrastructure
B. Business games
B. Systems analysis
D. Linear programming
10. Which of the listed principles of marketing research belongs to the "complexity" group?
A. Focus and scope
B. Connectedness and purposefulness
B. Set of activities (or processes)
D. Versatility
11. What reflects the principles of marketing research?
A. Privacy
B. Difficulty
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 activities related to the stage of marketing research "summarizing the results and preparing a report"
A. Definition of positive and negative sides activities of a market entity
B. Sampling, ranking information
B. Determination of the required input data
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. Basic research belongs to the main areas
17. What blocks does the questionnaire consist of?
A. Passport
B. "Rooster"
B. "Fish"
G. Detector
18. The main areas include applied research
19. Which of the following principles refers to marketing research m
A. Systematic
B. Scientific
B. Consistency
D. Solution
20. What are the stages of marketing research?
Answers to tests on the topic 1.
|
B, C, D |
|
|
A, B, G |
|
|
A, B, G |
|
|
A B C |
|
Topic 2 Information Support in marketing
1. What is information support?
A. The process of learning
B. The process of meeting the needs of specific users for information
B. The process of information consumption
D. Planning process
2. Select the types of marketing information
A. Coverage
B. Method of obtaining
B. Scale of action
G. Purpose
3. Which of the following types of information is included in the "coverage" group?
A. Habitat
B. External environment
B. Environment
D. Indoor environment
4. Highlight the action characteristic of "observation"
A. Collection of inventory data
B. Measurement and recording of results day job shop
D. Adjustment of the product range
5. Do accounting reports refer to primary information?
6. Note the method of collecting secondary information
A. Observation of the behavior of customers in the store
B. Review of collections of government organizations
B. Interviews with visitors to the fair
D. Standardization of the behavior of certain categories of buyers
7. Field research is:
A. Research conducted by the marketing department of a firm in a rural area
B. Collection of primary data from information carriers
B. Processing data obtained commercially from official sources
D. conducting a special survey using observation methods, questionnaires
8. Highlight the sign included in the segmentation of consumers - legal entities.
A. Geographic
B. Psychographic
B. Behavioral
G. Demographic
9. Is marketing information written in forms?
10. According to the method of obtaining information can be:
A. Secondary
B. Necessary
B. Tertiary
G. Primary
11. According to the frequency of occurrence of information, it can be:
A. One-time
B. Constant
B. Variable
G. episodic
12. Can the reference information refer to the types “as intended”?
13. Questioning is:
A. Survey in the form of written answers to the questions given in the form of a table
B. Studying the biographical data of the respondent
B. Compiling a list of questions
D. Questionnaire procedure
14. Does the experiment relate to the types of information?
15. Panel is:
A. Wooden paneling of the manager's office
B. Part of the street
B. Permanent sample of individuals/businesses
D. Systematic collection of data from the same group of market participants
16. Panel views are:
A. trading
B. Market
B. Consumer
G. Service
17. Is it necessary to interact with the legislative and executive authorities in marketing research?
18. What corresponds to the type of marketing information?
A. Reference
B. Graphic
B. Mobile
D. 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 for selling goods
20. The marketing information system allows:
A. Classify information
B. Substantiate information
B. Filter and condense information
D. Identify sources of information
Answers to tests on the topic 2.
|
A, B, D |
|
|
B, C, D |
|
|
A, B, G |
|
|
A, B, G |
Topic 3. Development of a marketing research
1. The most important elements of the marketing information system are:
A. Marketing Database
B. Method Bank
B. Bank of models
D. Bank of processes
2. What planning stages does the marketing research process include?
A. Market research
B. Determining the problem to be solved
B. Purpose of the study
D. Implementation of the collection of information, first secondary, and then primary
3. A marketing research plan helps you get information.
4. Exploratory research refers to marketing research plans
5. What types of marketing research plans do you know?
A. Market Plan
B. Outline of the final study
B. Re-study plan
D. Market Research Plan
6. What types of research plans are included in descriptive research
A. Profile
B. Repeat
B. Primary
G. Secondary
7. Is a survey of experts a method of exploratory research?
8. Check the action related to consumer research
A. sales forecast
B. Relationship between the price of a product and demand
B. Compliance of the quality of goods with stocks and requirements of buyers
D. Forecast of expected demand
9. The research plan is only an opportunity to study consumers
10. What is the object of descriptive research?
A. Consumers
B. Sales staff
B. Store
D. Market area
11. Is profile research a type of research plan?
12. Cohort analysis consists of:
A. Observations
B. A series of surveys conducted after a certain time
B. Market research
D. Samples
13. Is a panel study a method for obtaining primary information?
14. Profile research can be:
A. Aggregate study
B. Single study
B. Constant research
D. Multiple study
15. Cohort is the basic unit of analysis:
16. Exploratory research is considered as:
A. Primary
B. Preliminary
B. Baseline for further research
D. Ongoing research
17. Cohort - this group of respondents with whom the same events occur within the same time interval?
18. What is the object of segmentation?
A. Exhibitions - sales
B. Competitors
B. Transport communications
G. Consulting
19. Highlight activities related to marketing research methods
A. Program and target planning
B. Analysis of the product range
B. Assembly, processing of secondary information
D. Consumer ranking
20. Design the sequence of market research
A. Selection and collection of information
B. Development of the task and order of the study
B. Marketing decision making
D. Information processing and analysis
21. Indicate a methodological technique borrowed from the relevant field of knowledge
A. Program and target planning
B. System Analysis
B. Linear programming
D. Analysis of motivation, various spheres of human life
22. What refers to a behavioral attribute in consumer segmentation
A. Consumer ambition
B. Emotional attitude to the product
B. The goods are purchased only in the light of any person
23. Marketing analysis
A. Evaluation
B. Explanation
B. Modeling and Forecasting Market Phenomena
D. Conjuncture
24. Is marketing analysis just a search for information?
25. A decision support system (DSS) is an element of a marketing research plan
Answers to tests on the topic 3.
|
A B C |
|
|
B, C, D |
|
|
A B C D |
|
|
B, A, D, C |
|
|
A B C |
|
Topic 4. Sampling process
1. What is the purpose of the sample
A. Determining the size of the market
B. Get 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. Choice of market niches
B. The number of objects included in the general population
C. The collection of elements of a subset of a larger group of objects
D. Choice commodity groups
3. Specify the types of sampling methods
A. Direct
B. Probabilistic
B. Applied
G. Nonrandom
4. An important marketing research tool is:
B. Business game
B. Sampling
5. On what principles is the sampling procedure based?
A. Relationships and interdependencies of various qualitative characteristics of the objects under study
B. Stages of the procedure
B. Difficulties in sampling design
D. Ranking information
6. Is improbability sampling a way of selecting sample units?
7. What are the types of non-random selection?
A. Main
B. Directed
B. Common
G. Spontaneous
8. What corresponds to the type of marketing information?
A. Reference
B. Graphic
B. Mobile
D. Exclusive
9. Specify which form refers to directed selection?
A. Quotnaya
B. One-time
B. Typical representations
G. snowball
10. Is cluster sampling a form of directional sampling?
11. Specify the method of conducting the experiment
A. Laboratory
B. Virtual
B. urgent
G. Negotiable
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 sign corresponding to the general population
A. Information support
B. By the totality of all homogeneous elements
B. By time and scope of the study
D. According to the orientation of the study
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 is stratified sampling used?
A. Provision of information data
B. Stimulating Research
B. Ensuring data homogeneity
D. Obtaining an average score
19. Representativeness is a property of the sample
20. Name the methods of directional selection of one of the sampling forms
A. Model representatives
B. Quotnaya
V. Gnezdovaya
G. snowball
21. What determines the sample size?
A. From the scope of information
B. From the elements of the general population
B. From the level of homogeneity or variety of the studied objects
D. On the scale of the sampling
22. Specify an action that reflects market segmentation
A. Breakdown of the market into sections
B. Questioning of market participants
C. Identifying the right elements of the market infrastructure
D. Rationalization of goods distribution
Answers to tests on the topic 4.
|
A, B, G |
|
|
If the Test, in your opinion, is of poor quality, or you have already seen this work, please let us know. |
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 data collection are drawn up, the time period for coverage, the level of detail, and the level of coverage are determined.
Document analysis. 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, fixed by orders and instructions, etc.), reporting materials, the structure of reporting indicators, a system of plans. Of interest may be special reports, certificates, selective statistical data that are prepared by employees of the administrative apparatus at individual requests from managers, clients, higher and inspecting bodies. When analyzing documents, for example, about downtime of equipment and workers, reasons for downtime and overtime, there may be distorted data that it is desirable to additionally check. Very often, the organizational chart (structure) of management does not reflect the real division 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 a reporting form and statistical data, sociological methods are used to collect information.
Gathering information on management issues based on sociological methods allows you to form an information base about 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 the occurrence of deviations from the planned goals, assess the interest in completing tasks.
For these purposes, widely used : interviews, questionnaires, observations and introspection. All this provides the 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 it is a method used to obtain information that is difficult to formally record. Observational research requires the researcher's own presence at the site of the study, or participation in events. For example, attending a staff meeting reveals group processes and behaviors related to a problem. Groups are usually observed rather than individuals. As a result of observations, information is collected about how the communication process is carried out, i.e. exchange of information or “who” maintains close service relations with “whom”, 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 under observation, do not feel free, and therefore, behavior changes, which changes the reliability of the information received. When starting observation, it is necessary to explain to people the goals of the research being conducted, to clearly show that the goal 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 the study, for example, during interviews or questionnaires. The method of observation is not used separately, but in the process of collecting information.
The results of observation should be classified, for example, when studying the behavior of employees according to the following scheme: experience, level of job satisfaction, strengths and weak sides in the process of work, special interests, motives, sociability, relationships with other employees, willingness 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 weak influence of the researcher on the direction of the conversation is characteristic, leading questions can only occasionally be asked. When conducting a formalized interview, the role of the researcher is active, as the respondents answer specially posed questions. The advantage of a free interview compared to a formalized one is more frank and reliable information about the interviewee himself. However, a free interview requires a lot of time and effort 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 results are facts, therefore, it is necessary to plan the conversation. It is necessary to select certain objects for the interview. The effectiveness of the conversation largely depends on how well the conversation scheme is drawn up. Experts identify the main provisions that it is advisable to adhere to when planning and conducting interviews. Among them :
1. When planning a conversation, 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 follows 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 interview location is important, as people usually feel freer in their own familiar environment. At the workplace, they have all the information they need. It is important to exclude noise, interference, visitors, calls. For a conversation, you need to take 2-3 hours of time, since a free interview involves some historical conversations in the past of the organization, identifying 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 based on a conversation on well-defined questions. A questionnaire, compared to a free interview, allows you to get a limited amount of facts from a large number of employees. Usually, questionnaires are only suitable for collecting simple facts. Questionnaires can be distributed among the respondents with an explanatory note, in which case the questionnaire is filled in by the respondents. The researcher can conduct the survey himself, if the situation allows, enter the answers into the questionnaire. It is important to follow the rule: people should know “why”, “why” these questions are being asked, “who” is asking them, “what” will be done with the answers, “who” else is being asked.
Questioning. The most common method of formal interview. 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 correspondence, group and individual. This survey method is mainly used 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, to double-check 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 positive and negative consequences. To positive results include the following: stimulates analytical activity and contributes to the inclusion of the respondent in the problem; encourages social activity.
Negative side questioning method is the danger that critical responses can be used against the source of information. This causes psychological stress, a desire for anonymity, and reduces the reliability of an open survey.
Basic requirements for questionnaires:
Questionnaires should be simple, with clear short questions, where possible use answers like "YES" and "NO";
questions should be presented in a logical order, and 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 certain scale of values. Tests are usually used in the study of: intellectual abilities, in the assessment of professional 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.
Benefits of Testing: the use of tests avoids the subjective approach of the researcher; the time of the tests is limited, contributes to the rapid collection of information; purposefulness.
Testing Disadvantages: test results are relevant in a certain period of time, and people's behavior changes dynamically depending on the situation; standardization of tests limits the scope of research to a general approach, individuality remains outside the scope of the study; significant preparation for testing is required, as well as ethical and moral aspects of the study, which requires high competence of researchers.
Analyzing the experience of using testing in the US, experts note that testing in the US is perceived ambiguously. Testing is used to a greater extent by personnel services. In accordance with the legislation, it is necessary to ensure the "purity" of the test, i.e. where workers (or job applicants) are screened for a specific stated purpose, the findings cannot be used in any other way against or against those workers. From the firm's point of view, the criterion is simple: each test or survey must produce a return. The attitude towards tests that assess the general educational level or professional training is rather complex among the personnel of firms. However, employees are required to participate. 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 employees can speak their minds without fear; improve internal company communications; identify problem areas and direct efforts towards conflict resolution; promptly update information and analyze labor databases; evaluate effectiveness corporate policy; contribute to the improvement of the atmosphere of cooperation and cooperation; determine directions for improving the organization of labor and management; involve staff in the decision corporate tasks and maintain a sense of responsibility for economic performance; create an innovative climate in departments .
American companies conduct at least three surveys a year. Company-wide surveys of owners are carried out by mail. Responses come from 90% of participants. The results are drawn up using graphics, visibility is brought to the attention of employees and management. The attitude of employees to such studies is generally positive:
73% of managers support
70% - personnel specialists,
58% - production workers.
Expert assessments. To sociological methods research also includes expert assessments. Such assessments represent a group of methods by which information is obtained from specific people (experts) when a problem occurs. Experts are people who are directly related to the problem. Information is subjective, regardless of the expert's skill level. To reduce subjectivity, a group of experts is used. Usually, expert assessments are used when it is impossible to study the situation by other methods. To assess the level of expert competence, the following criteria are used:
connection between the profile of activity and the analyzed area;
the degree of agreement of opinion with the majority of experts;
results of the test control evaluating qualification level;
experience as an expert, degree of awareness.
Organization of expertise. Examination is carried out in several stages. At the preliminary stage, the formation working group, setting research goals, choosing a method of examination, forming a group of experts. Further research has the following sequence:
Stage 1: study of materials, individual and joint discussion.
Stage 2: shaping expert assessments;
Stage 3: studying the qualifications of experts, evaluating the reliability of experts.
Stage 4: generalization of expert opinions, analysis of the consistency of expert opinions, assessment of the reliability of the examination.
Economic cybernetics offers several methods for conducting expert surveys. One of the methods is the method of sequential comparisons. First, the expert assigns preliminary estimates according to the proposed scale, then certain questions are posed that relate to various combinations of results and provide information on the basis of which the initial estimates are adjusted.
The following methods are often used: preference, rank, partial and full pairwise matching. These methods are aimed at coordinating the positions of specialists in order to develop a collective expert assessment.
One of the stages of monitoring is the stage of data collection. At this stage, information is collected. The collected information can be both in paper and in electronic form. The amount of information collected depends on the scope and objectives of the monitoring.
When monitoring, it is necessary to use various methods of collecting and processing information. In the process of developing a monitoring system, it is necessary to know the advantages and disadvantages of one or another method of collecting information, the scope of its application in relation to the goals and objectives of monitoring.
Questionnaire method. Questionnaire is a data collection method in which a questionnaire containing a specially designed list of questions is used as a means of collecting information from respondents. Thus, a survey is a survey using a questionnaire.
A feature of the survey is the ability to most strictly follow the planned research plan, since the "Question - Answer" procedure is strictly regulated. This method allows you to achieve a high level of mass research at the lowest cost, has the property of anonymity and is used when it is necessary to find out the opinions of the majority of people on any issue for short term. The following is a classification of various survey methods.
Classification of survey methods:
By number of respondents:
- - individual - this is a survey in which only one respondent participates;
- - group - this is a survey in which more than one respondent participates;
- - mass - this is a survey in which more than a hundred respondents participate.
In terms of coverage:
- - continuous - this is a survey in which all members of the sample are interviewed.
- - selective - this is a survey in which only selective respondents are interviewed, and not all.
By type of contact with respondents:
- - full-time - this is a survey in which there is a questionnaire-researcher;
- - Correspondence - this is a survey in which there is no questionnaire-researcher.
Rules for compiling questions in questionnaires:
- - each question should be logical and separate;
- - it is undesirable to use specific terms;
- - questions should be short;
- - questions should be specific;
- - questions should not contain a hint;
- - the wording of the question should prevent template responses;
- - Questions of an inspiring nature are unacceptable.
Classification of questions (in accordance with the tasks to be solved):
- - open or closed;
- - subjective or projective.
Closed questions involve choosing an answer from a list. Closed-ended questions can be dichotomous ("yes/no") or multiple choice, that is, provide more than two answers. Answers to closed questions are easy to process; The disadvantage of this type of questions can be considered a high probability of thoughtless answers, their random choice, automatism of the respondent.
Open-ended questions do not contain any prepared answers, and the respondent answers in a free form. Data obtained from responses to such questions is more difficult to process than in the case of closed questions.
Subjective questions ask the respondent about his attitude to something or about his behavior in a particular situation. Projective questions ask about the third person without pointing to the respondent.
interview method. An interview is a method of collecting data, which consists in conducting a conversation between the respondent and the person conducting the interview according to a predetermined plan. A feature of the interview is the strict organization and unequal functions of the interlocutors: the interviewer asks questions to the respondent, while not conducting an active dialogue, without expressing a personal opinion, without openly revealing his assessment of the respondent's answers or questions asked to him.
The purpose of the interview is to obtain answers from the respondent to questions formulated in accordance with the objectives of collecting information.
Types of interview:
According to the degree of formalization:
- - standardized, or formalized, interview: in such an interview, the wording of questions and the sequence in which they are asked are predetermined;
- - non-standardized, or free, interview: with such an interview, the interviewer should only general plan formulated in accordance with the objectives of the study, asking questions on the situation; due to its flexibility, it leads to a better contact with the respondent in comparison with a standardized interview;
- - semi-standardized, or focused, interview: when conducting this type of interview, the interviewer is guided by a list of both strictly necessary and possible questions.
By research stage:
- - preliminary interview - this type of interview is used at the stage of collecting preliminary (not basic) information;
- - main interview - this type of interview is used at the stage of collecting basic information;
- - control interview - this type of interview is used when checking controversial data, as well as to replenish the bank of collected data.
By number of participants:
- - individual interview - an interview in which only the interviewer and the respondent participate;
- - group interview - an interview in which more than one respondent participates;
- - mass interview - an interview in which more than a hundred respondents participate.
Focus group method. A focus group is a method of collecting and analyzing information, which consists in inviting a small group of people selected according to special criteria to a meeting at a time when the facilitator is discussing a problem according to a pre-created scenario.
Features of the focus group. During the discussion, the facilitator focuses the attention of the participants on issues of interest to researchers in order to obtain from them in-depth information on given topics. The optimal number of group members is 810 people, but in any case, they should not be less than 6 or more than 12 people. Otherwise, it will be difficult to obtain reliable information: in the first case, due to the lack of participants, in the second, because not all participants will have time to speak during the focus group.
The efficiency of the focus group method lies in the effect created by the group discussion situation. When conducting an individual interview, there is a clear distinction between the interviewer and the interviewee, which can greatly affect the quality and depth of the information received. In a group discussion, the interviewee finds himself in a situation of communication with his own kind. In such a group, it is easier to remove protective psychological barriers, the expression of emotional reactions is facilitated and the language of joint discussion of issues understandable for all participants is developed faster.
The main effect of group discussion is the opportunity to collect different points of view on the issue being studied and to evaluate the attitude of people to opinions different from their own. Before the discussion, participants can view advertising clips, fragments of journalistic programs, newspaper articles, leaflet and billboard layouts outdoor advertising etc., and in the course of a group discussion - to express their attitude and opinion about what they saw.
observation method. Observation is a method of collecting information, which consists in purposeful and organized perception and registration of the behavior of the object or phenomenon being studied. Observation is considered the oldest method of collecting information. It is used where intervention in the object of observation is undesirable or impossible. This method is indispensable when it is necessary to obtain a complete picture of what is happening.
The main features of the observation method are:
- - direct connection of the observer and the observed object;
- - partiality (emotional coloring) of observation;
- - the complexity (sometimes - the impossibility) of repeated observation.
The object of observation can only be that which can be objectively registered.
Observation can be:
- - external and internal;
- - included and not included;
- - direct and indirect;
- - field and laboratory.
Let's consider each class of observations in more detail.
External observation - observation in which the researcher is completely separated from the object under study. Internal observation is a type of observation in which the observer is not separated from the object under study.
Participant observation - observation in which the researcher is a member of the group of people he observes. A non-participant observation is an observation in which the researcher is not a member of the observed group of people.
Direct observation - observation in which the researcher is present when observing events (objects). Indirect observation - observation in which the researcher is present "incognito" and follows the event (object) under study.
Field observation - observation that is carried out in conditions natural to the life of the observed object. Laboratory observation - observation that is carried out in laboratories.
According to the systematic observation are:
- - non-systematic - observation, which is carried out without noticeable periodicity;
- - systematic - observation, which is carried out at regular intervals.
The result of applying non-systematic observation is to obtain a generalized picture of the behavior of the object under study in certain conditions. The result of systematic observation is the registration of the behavior of the object under study, as well as the classification of environmental conditions. This type of observation is characterized by the presence of an observation plan.
According to the fixed objects of observation there are:
- - continuous - this is an observation in which all the features of the behavior of the object under study are recorded;
- - selective - this is an observation in which only certain types or parameters of behavior are recorded.
The form of observation is:
- - conscious;
- - unconscious internal;
- - unconscious external;
- - observation environment.
In conscious observation, the observed person is aware that he is being observed. Such observation is carried out in contact between the researcher and the subject of observation, who is usually aware of the task or purpose of the study (observation).
With unconscious internal observation, the observed subjects do not know that they are being observed, and the researcher-observer is inside the observation system, becomes part of it. The observer is in contact with the observed subjects, but they are not aware of his role as an observer.
With unconscious external observation, the observed subjects do not know that they are being observed, and the researcher conducts his observations without entering into direct contact with the object of observation.
Surveillance of the environment. In this form of observation, the researcher studies the environmental conditions of the observed that influence his behavior. He tries to draw conclusions about how external factors determine the actions of an individual or a group of individuals.
Document analysis method. Document analysis is a method of collecting information, characterized by the use of methodological techniques and procedures necessary to extract information about the object under study from documentary or electronic sources. The traditional analysis of documents is a set of certain logical constructions aimed at disclosing information about the object under study.
In most cases, the information of interest contained in the documents is present in them in an implicit form, and this does not always coincide with the interests and objectives of the analysis. Traditional analysis allows you to convert the original form of the information contained in the document into the form of information that interests the researcher.
At the same time, it is necessary to establish who is the author of the document, for what purposes and in what social context it was created. this document what is the correlation of the facts reflected in the document with the reality under study, how the views, assessments, social and political preferences of the author, his status and position are reflected in the content of the document. In search of answers to these questions, the researcher gets the opportunity to penetrate into the deep meaning of the document, find out its content and apply this result to this particular study.
To increase the efficiency of personnel planning, it is necessary to constantly monitor both changes in the need for personnel and the performance of employees. The main task of monitoring is to identify problematic groups of employees who, for some reason, do not meet existing or planned requirements, which allows solving personnel planning issues more “targeted”.
Issues addressed primarily in the framework of personnel monitoring include:
- - control over changing formal indicators (age, length of service, time elapsed after medical examination, training, etc.);
- - control of indicators for assessing the effectiveness of work (volume of production, volume of contracts concluded, deadlines for project completion, number of complaints, etc.);
- - control of indicators reflecting the actual profile of the employee and the position held;
- - forecast of age-related changes in the qualitative composition of the personnel, which is now especially taken into account in solving most personnel issues.
Thus, it is important that the list of controlled parameters, and especially those for which certification is carried out, be approved in local regulations enterprises. On the one hand, bringing them to the attention of employees is a powerful alternative mechanism for improving the efficiency of staff work, and on the other hand, the formalization of these provisions makes it possible to use modern software tools for monitoring that provide an automated solution to monitoring tasks.
personnel monitoring informational motivation
The main methods of data collection in marketing research, as mentioned above, are survey, observation and experiment.
Interview – it is a method of collecting primary information obtained by clarifying people's subjective opinions regarding their level of knowledge, attitudes towards a product / service, preferences and purchasing behavior.
Surveys are the most common way to collect information, accounting for about 90% of all surveys.
Polls can be classified according to the criteria presented in Table. 3.9.
Table 3.9
Classification of survey types
|
Classification sign |
Survey type |
a brief description of |
|
Type of respondents |
Expert survey (specialized) |
Research that interviews experts in the field of study |
|
Consumer |
Research in which potential or actual consumers of a product/service are interviewed |
|
|
Frequency |
Single (single, spot) |
Research is carried out once |
|
Repeated (multiple) |
Research is being done several times. |
|
|
Coverage of respondents |
Solid |
Covers the entire population, i.e. the entire group of objects selected for research |
|
Selective |
Covers a certain group of respondents (part of the general population) selected for the study (this can be an age group, a work team, a student group, etc.) |
|
|
Survey Form |
Questionnaire |
It involves filling in questionnaires (questionnaires) by respondents, which they fill out on their own, answering questions in writing in the presence of the researcher conducting the survey or without him |
|
Interviewing |
It involves personal communication with the interviewee, in which the interviewer himself asks questions and fixes the answers. According to the form of conduct, it can be:
|
|
|
Method of carrying out |
in writing |
The respondent answers the questions in the questionnaire in writing. Written surveys are divided into three types:
|
|
Respondent orally answers questions asked by the interviewer |
||
|
Number of survey participants |
Individual (personal) |
Each respondent is interviewed personally |
|
Group |
Multiple respondents (group) being interviewed at the same time |
|
|
Mass |
The opinion of several hundred (thousand) people is being studied |
|
|
Method of contact with respondents |
Questionnaires are sent to respondents by mail, including electronic |
|
|
Phone fax, SMS) |
Respondents are interviewed by phone. Variety - surveys by fax; on mobile phone with help SMS |
|
|
Internet |
Respondents are interviewed via the Internet (e.g. social media or email) |
|
|
Questions are asked to the respondent in person |
In addition to those discussed above, researchers distinguish other types of surveys, for example, according to the degree of standardization (structured, semi-structured, free), according to the method of recording data (surveys when the respondent fills out the questionnaire himself, surveys 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
|
Poll method |
a brief description of |
Advantages |
Flaws |
|
Postal, including:
|
|
|
|
|
Telephone, including:
|
The interviewer calls the selected respondents and asks them a series of questions. At the present stage, computerized telephone surveys are more often used. |
|
|
|
Personal, including:
|
Allows you to implement flexible survey tactics, supplement answers with the interviewer's observations |
|
|
|
Electronic, including: off-line(by email); |
Allows you to conduct a survey according to a pre-compiled |
|
Have certain limitations (it is not possible to use logical verification software, |
|
online(on the Internet) |
strange videos.
|
random selection of numbers, etc.).
|
Let's consider in more detail certain types survey.
telephone survey is one of the most popular ways to collect information. The most common topics of a telephone survey are viewing of specific television programs, the presence or absence of certain commodities at home, the use of certain goods and services, the memorability of advertisements, etc.
As noted in Table. 3.9 telephone survey has advantages and disadvantages. One of the disadvantages is non-cooperation. In table. 3.11 shows the percentage of respondents' refusal to cooperate, depending on the duration of the telephone survey.
Table 3.11
The percentage of respondents' refusals depending on the duration of the interview
Mass surveys are conducted using CATI method (Computer Assisted Telephone Interviewing ) - computerized telephone interview systems. It differs from a conventional telephone survey in that the questions of the questionnaire are presented on the screen of a computer terminal in front of the operator, the transition from a question to a question / block of questions is carried out automatically. Also, immediately after filling out the questionnaire, the information received is entered into a common 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 the ability to listen to conversations. Before the launch of each project, operators are trained, test questionnaires are collected (pilot project) - at this time, the Customer can correct the work of 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 surveys are kept: in cases of refusal of an interview, non-passing of quotas or interrupted interviews. Complete statistics are also kept for the following parameters:
- 1) total number of calls:
- 2) effective interviews;
- 3) incomplete interviews;
- 4) failure to pass quotas;
- 5) refusals to survey;
- 6) category "Call back";
- 7) no answer;
- 8) wrong phone number.
To conduct telephone surveys, either a pre-prepared database provided by the Customer or randomly generated phone numbers are used.
call- research agency center BCGroup on average collects from 35,000 questionnaires monthly.
The cost of conducting a telephone survey consists of the cost of collecting a selected number of questionnaires (the fee is charged 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 getting necessary information by repeatedly surveying the interested group of buyers 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 units studied, the method of obtaining information.
By time of existence panels are divided into short-term (there are no more than a year) and long-term (no more than five years).
By the nature of the units studied panels are: consumer (individual consumers, families); trading (organizations and individuals engaged in wholesale or retail trade); industrial enterprises; experts on the problem under study.
By way of obtaining information panels are mail, personal and electronic. The panel method has become widespread in recent years, as the situation in the markets is changing faster and faster, and the panel allows you to monitor these changes. Using the consumer panel, you can get the following information:
- the amount of goods bought by the family;
- the amount of financial expenses;
- market share of major manufacturers;
- preferred prices, types of packages, 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 switching, effectiveness various events marketing, etc.
Admittedly, marketers categorize 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
|
Advantages |
Flaws |
|
Provides the ability to track events over time |
It is possible to change the composition of the sample over time (due to the departure of respondents for various reasons) |
|
Provides the ability to track changes in the behavior of individual subjects |
Risk of inconsistency of the sample structure with the structure of the general population (non-representativeness) |
|
Allows you to assess the state of the market by a number of indicators |
Modified Behavior Pattern |
|
Estimation Accuracy |
Negligence in the performance of their duties by the respondents |
|
Allows you to collect a large amount of information in one contact |
Fragmentation of coverage of both categories of buyers (traders) and traced goods or consumption patterns |
|
Independence of the nature of the relationship between the respondent and the interviewer |
Another type of survey is tracking (wave) studies, which are periodically repeated studies (once a month / quarter / year), each time conducted on samples of respondents that are identical in their parameters. At the same time, the respondents themselves in the sample are new every time (this is how tracking differs from panel studies, in which the sample (panel) consists of the same respondents throughout the entire period of research).
Historical digression
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. The data for four weeks are summed up and the size of one wave of the sample is thus 300 people. In the fifth week, 75 respondents are interviewed again, their answers are entered into the database, from which the data obtained in the first week are removed. Then, the sixth week replaces the second, the seventh - the third, and so on. There is a rotation of a sample of 300 people. The sample wave, as it were, "rolls" along the time axis. At the moment, this method is one of the most popular among tracking carried out in the interests of large advertisers.
To conduct training research, exclusively quantitative methods are used: personal interviews at the place of residence of the respondent and street interviews, telephone and online surveys. The most popular frequency of training studies: quarterly.
Most often, training studies are used for the following purposes:
- evaluating the effectiveness of advertising and changes as a result of an advertising campaign of various market parameters;
- analysis of the dynamics of target consumer groups;
- monitoring the main changes occurring under the influence of market factors;
- awareness tracking trademark, 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 studies
|
Advantages |
Flaws |
|
Allow to receive and accumulate statistical data for in-depth analysis |
The relatively high cost of this type of research |
|
Tracking studies allow you to track consumer preferences in dynamics target audience, brand awareness, advertising effectiveness, customer loyalty |
For certain product groups, it may not be appropriate to use year-round tracking studies (for example, for seasonal goods or with rare advertising campaigns) |
|
Along with the basic information, you can get additional information about the awareness of consumers about the promotions carried out, advertising companies; about associations caused by different brands; about lifestyle; measure the recognition of a brand, logo, etc. |
To ensure comparability of samples of different waves, studies should be large enough |
|
As a result of these studies, it is possible to accurately determine the degree of influence of advertising campaigns on consumers. |
The requirements for conducting research related to advertising exposure and brand parameters are very strict |
Another type of survey that is widely used is focus group method , which is based on a comprehensive discussion of a problematic topic with a selected group of people. A focus group involves a group discussion conducted by a moderator in order to establish qualitative parameters of consumer behavior.
On 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 questions:
- determination of customer preferences and their attitudes towards this product;
- obtaining opinions on the design of new products;
- presenting new ideas for 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
|
Terms of the focus group |
|
|
Number of people in the group |
8–12 people (they also conduct mini-groups, which consist of 4–5 respondents and one facilitator) |
|
Situation |
Informal, relaxed atmosphere in a specially equipped room |
|
Time spending |
|
|
Videotape, transcript |
|
|
Moderator (leading) |
Must have good communication skills and other qualities (see Fig. 3.5). Conduct a focus group with two facilitators, with two lead opponents, with a respondent-facilitator |
Observation is a way 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:
- specification of features of behavior of buyers;
- study of competitors and the forms of organization of marketing and advertising used by them;
- 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;
- studying the effectiveness of meetings, meetings, presentations;
- study of the company'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 shop window);
- laboratory (artificially created situation).
Depending on the method of implementation:
- open (with the direct participation of the study);
- hidden (surveillance).
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 states are recorded).
Depending on the degree of standardization:
- standardized (carried out according to a plan with a clearly defined structure);
- free (formed only general impression about the states and manifestations of the object under study).
Depending on the frequency of the event:
- systematic (carried out regularly);
- episodic (does not have a clearly established procedure for conducting);
- single;
- accidental (not planned, but revealed during the monitoring of any events).
Observation includes the following steps:
- 1) preparatory;
- 2) field;
- 3) analytical.
Preparatory stage includes:
- determination of the goal, setting tasks, establishing the object and subject of observation;
- providing access to the environment, obtaining appropriate permits, establishing contacts with people;
- choice of observation method and development of a procedure based on pre-collected materials;
- preparation of technical documents and equipment (replication of cards, protocols, instructions for observers, preparation of technical equipment, stationery, etc.).
field stage includes:
- direct observation, data collection, accumulation of information;
- fixing the results of observation, performed in the form of: short-term recording, cards, diary of observations, etc.;
- monitoring the work of observers.
Analytical stage includes:
- processing of observation results;
- preparing of report.
Like a survey, observation has its advantages and disadvantages (Table 3.15).
Table 3.15
Advantages and disadvantages of the observation method
|
Advantages |
Flaws |
|
Provides high objectivity |
Low representativeness, since it is impossible to ensure a random sampling order |
|
Enables the perception of unconscious behavior of buyers |
Subjectivity of perception of the observer |
|
Allows you to take into account the environment |
Unnatural behavior of objects of observation, if it is carried out in an open form |
|
Provides registration of an event at the moment 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 |
Limitation of observation time by the time of the event |
experiment is called 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 selected test groups of consumers.
The purpose of such a study is to determine causal relationships when one or more factors, such as marketing elements, change under controlled conditions. Experiments with one variable involve studying the impact of changing one marketing factor on the marketing, advertising and other activities of the enterprise (for example, the effect of packaging color on product sales).
Experiments with several variables involve the study of the dependence of changes in the results of the enterprise on the interaction and relationship of several marketing factors. Such studies are very complex, but they make it possible to measure and evaluate the impact on certain processes and phenomena, not only individual factors, but their complex.
An experiment is used when:
- forecast sales of a new product;
- justify the choice of 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.
There are several types of experiment, which are divided into groups, depending on the classification features (Table 3.16).
The 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 high cost.
Types of experiment
Table 3.16
|
Classification sign |
Type of experiment |
a brief description of |
|
Depending on the environment |
Laboratory |
Take place in an artificial environment, for example, various tests of goods, prices, advertising |
|
Conducted in real conditions, for example, market testing, trial marketing |
||
|
Depending on the type of model used |
Classical |
Allows you to study the influence of only one factor with one level of influence, for example, the effect of packaging color on product sales |
|
Statistical |
Allow 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. It is held in a special room equipped for tasting or viewing ads. |
|
Home test ( home-test) |
Testing products in conditions in which they are used in real life (for example, in a home environment) |
|
|
Shop test ( shop-test) |
Product testing is carried out in mall in a separate equipped room |
|
|
Depending on the subject of research |
Product Test |
We study the reaction of consumers to changes in the characteristics of the product |
|
We study the reaction of consumers to price changes |
||
|
The reaction of consumers to a change in the parameters of an advertising message or the company as a whole is being investigated. |
Forms for data collection are questionnaires (questionnaires), sheets (forms) for recording the results of observation, etc.
Questionnaire - this is a system of questions united by a single research plan aimed at identifying the quantitative and qualitative characteristics of the object and subject of research.
The questionnaire starts with introductory part, indicating who is conducting the survey; for what purpose; instructions for filling out the questionnaire. The introductory part should emphasize a respectful attitude towards the respondents, create in them a desire to answer questions. Be sure to indicate the anonymity of the survey.
Next in the questionnaire are contact questions. Their task is to interest the interlocutor, to introduce the problems being studied. For studies related to the operation of goods, the contact question may be the following question: "Do you think that care for products contributes to the preservation of their quality?"
Each task must have a corresponding block of key 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 |
There are two alternative answers to choose from. |
Have you purchased products from this company? "Not really" |
|
Choice Question |
The choice is made from three or more options |
The main advantage of the products of this company you consider:
|
|
Significance scale question |
It is necessary to assess the importance for the consumer of one or another characteristic of the product on the proposed scale |
Compared to other characteristics of this product, the price for you:
|
|
Likert question |
Please indicate the degree of agreement or disagreement with a particular statement. |
|
|
Question with rating scale |
It is proposed to evaluate the trait according to the presented scale |
Do you think the quality of the product:
|
|
Semantic differential |
It is necessary to choose a point (score) on the scale between two bipolar concepts |
Mark the place of the item in each line BUT firms x, firms To and the perfect product for you M: Expensive 1–2–3–4–5 Cheap Fashionable 1–2–3–4–5 Unfashionable |
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 ways of caring for clothes?". The security question can be of the following type: "Which of the ways of caring for clothes
What do you think are the most important?” Comparing the answers to these questions provides information about the sincerity of the respondent. is influenced by the content and answer to the previous question.
Table 3.18
Types of open questions
|
Name |
Essence of the question |
|
|
Unstructured |
Allows any verbal form of response |
What is your opinion about the firm? |
|
Selection of word associations |
The respondent is called individual words in order to clarify the associations that arise in him |
What associations do you have with the word...? |
|
Sentence Completion |
Proposed to complete an unfinished sentence |
I buy company products because... |
|
Completion of the story |
It is proposed to complete the unfinished story |
|
|
Completing the drawing |
Express your opinion based on the information provided. |
There are two characters in the picture, one of which expresses an idea, it is necessary to complete the answer |
|
Thematic Apperception Test |
The respondent is shown a picture and asked to come up with a story about what, in his opinion, is happening or could happen there. |
When constructing a questionnaire, one should also take into account the fact that the most difficult questions that require analysis, reflection, and 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 decrease.
Completing the questionnaire final questions. Their goal is to relieve the psychological stress of the respondent (for example, "Are you tired of our conversation?").
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 the fundamental requirements for the formulation of questions:
- questions should be simple and clear;
- questions should be unambiguous;
- questions should be neutral (do not direct the answer in a certain direction);
- there must be a logical sequence of questions.
- 2. Choosing the optimal volume of questionnaires:
- cumbersome questionnaires cause a large number of refusals to answer;
- short questionnaires, in turn, create the impression of the insignificance of the problem under discussion or the very fact of appealing to the opinion of a particular person;
- the maximum time required to complete the questionnaire during the mail survey should not exceed 20–30 minutes.
- 3. Preliminary assessment of the quality of questionnaires:
- the developed questionnaires are subjected to logical control, all questions and answers 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 refined and refined (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
