GONZAGA MKTG 330 Marketing Research PDF

MKTG 330 Marketing Research Danny Kim Module 7: Research Instrument I Schedule  Midterm I CA6: Mid-semester feedback Research instrument Measurements...

MKTG 330 Marketing Research Danny Kim Module 7: Research Instrument I Schedule  Midterm I CA6: Mid-semester feedback Research instrument Measurements Types of scales Qualitative Research Skills grades are posted. CA6: Mid-semester Feedback In-person constructive feedback regarding this class. - No emails… emails only allow one-directional conversation. No feedback is fine. Everyone will receive full points for CA6 nonetheless. Individual assignment Deliverable: Feedback Due: October 11 (Fri), 2024, 6 PM PST Marketing Research Process 1 Map a business problem into a marketing problem 2 Translate the marketing problem into a research methodology 3 Design the research instrument 4 Devise a sampling plan 5 Collect data & clean data 6 Analyze data into information & report information Marketing Research Process 1 Map a business problem into a marketing problem 2 Translate the marketing problem into a research methodology 3 Design the research instrument 4 Devise a sampling plan 5 Collect data & clean data 6 Analyze data into information & report information Research Instrument A research instrument is a material to obtain data. Do you have experience making a research instrument? Research Instrument A research instrument is a material to obtain data. A survey questionnaire An interview question sheet A set of guidelines for observation (Focus Group Discussion) Measurement A measurement is assigning numbers to characteristics. Measurement is important in business management. You can’t manage what you can’t measure. Dr. Peter Drucker Measurement Measurement is often considered a simple task, particularly for demographic variables. Age Religion Nationality Academic performance - Observable or definable characteristics - A unit or category exists (e.g., years-old, types of religion, nationality, GPA) But, is measurement always so easy? Measurement Measurement becomes a challenging task, particularly for psychographic variables. Age Religion Nationality Academic performance Mental maturity Religiosity Patriotism Intelligence - Non-observable (latent) or non-definable characteristics - There is no commonly acknowledged metric or category. How can we measure such variables? Scale A scale is an instrument that can measure both demographic / psychographic variables. Please indicate your class standing in college.     Freshman Sophomore Junior Senior Please indicate which best represents your political identity.        Extremely Conservative Somewhat Neutral Somewhat Liberal Extremely conservative conservative liberal liberal Scale There are four types of scales. Four types of scales render four types of data Nominal scale Nominal data Ordinal scale Ordinal data Interval scale Interval data Ratio scale Ratio data Scale: (1) Nominal Scale A scale that labels objects with numbers.  Simply put, you are naming things with numbers. Any number can be used. - I simply coded Fanta as five and Sprite as six.  Duplicate numbers are not permissible. - You cannot name different objects with the same name. Coke = 0 Water = 1 Fanta = 5 Sprite = 6 Scale: (1) Nominal Scale Numbers serve only as labels/tags for identifying objects.  Numbers don’t reflect the amount of characteristics/value possessed by objects. 0 0 0 0 1 5 6 6 Coding Coke as 0 doesn’t make it a Diet Coke. Coke = 0 Water = 1 Fanta = 5 Sprite = 6 Scale: (1) Nominal Scale The only possible calculation is counting of the frequency. The only possible statistics are based on frequency: percentage and mode. 0 0 0 0 1 5 6 6 “I have four Coke bottles, which is 50% of beverages I have.” “Coke is the most common beverage.” Coke + Water ≠ Water Coke = 0 Water = 1 Fanta = 5 Sprite = 6 Scale: (2) Ordinal Scale A scale where numbers indicate rank ordering. How often do you watch Netflix? How often do you watch Netflix?  Once a year 1 = Once a year  Once every 6 months 2 = Once every 6 months  Once a month 3 = Once a month  Once a week 4 = Once a week  Once a day 5 = Once a day  Once every hour 6 = Once every hour Bigger number = Greater attribute of interest Scale: (2) Ordinal Scale A scale where numbers indicate rank ordering. Which medal did you win in the 2016 Which medal did you win in the 2016 Olympics? Olympics? No No Medal Medal     0 1 2 3 Bigger number = Greater attribute of interest Scale: (2) Ordinal Scale How often do you watch Netflix? How often do you watch Netflix?  Once a year 1 = Once a year  Once every 6 months 2 = Once every 6 months  Once a month 3 = Once a month  Once a week 4 = Once a week  Once a day 5 = Once a day  Once every hour 6 = Once every hour Once every hour Once a year Dante Chloe Dante’s answer is coded as 6. Chloe’s answer is coded as 1. Scale: (2) Ordinal Scale How often do you watch Netflix? Once every hour (6) Once a year (1)  Once a year  Once every 6 months  Once a month  Once a week Dante Chloe  Once a day  Once every hour Ordinal variable allows comparison of magnitudes (6 > 1 Dante > Chloe) Ordinal variable indicates direction of magnitude (Dante watches more Netflix than Chloe) Ordinal variable doesn’t imply distance (The difference of five units has no meaning). Scale: (2) Ordinal Scale Which medal did you win in the 2016 Which medal did you win in the 2016 Olympics? Olympics? No No Medal Medal     0 1 2 3 Gold medal No medal!! Usain Bolt Danny Kim Bolt’s answer is coded as 3. Danny’s answer is coded as 0. Scale: (2) Ordinal Scale Which medal did you win in the 2016 Gold (3) No medal (0) Olympics? No Medal     Usain Bolt Danny Kim Usain Bolt (3 = Gold medal) is more decorated than Danny Kim (0 = no medal). However, Usain Bolt is NOT three-units greater than Danny Kim.  There is no unit to talk about in the first place. Scale: (2) Ordinal Scale Ordinal Scale is used quite frequently around us. How would you rate Avatar: The Way of Water? 1  2  3  4  5  The starting value can be any number. How satisfied are you with your stay at Mariott? The unit of change has to be consistent.      -2 -1 0 1 2 Scale: (2) Ordinal Scale In addition to the frequency operation allowable for nominal data (percentage, mode), ordinal data permit the use of centiles (percentile, quartile, median, min, max). -2 1 1 1 2 “Of the five guests today, the majority (60%) indicated satisfaction ( ). “The minimum rating was complete dissatisfaction ( ). The median rating was satisfaction ( ). ” “A complete satisfaction ( ) occurred at the 100% percentile.” How satisfied are you with your stay at Mariott Hotels? -2 -1 0 1 2