L8, Data collection 1 - quantitative

Question 1

Explain the differences between exploratory and confirmatory research in the early phases of the product development

Answer 1

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Question 2

Explain what is meant by primary research and exemplify the information sources that can be used

Answer 2

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Question 3

Relate different types of research methods/tools to different market research purposes

Answer 3

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Question 4

Plan and execute a study eliciting customer needs and requirements including purposeful choice between different methods and tools for eliciting, analyzing, communicating and documenting customer needs and requirements

Answer 4

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Question 5

Describe the principles of and apply the analysis tools for analyzing qualitative and quantitative data respectively

Answer 5

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Question 6

Why should we do a quantitative market research?

Answer 6

Because we don’t know:

1. what customer actually need
2. what’s on their mind or how their situation is changing
3. what they are unhappy about
4. what is driving happyness
5. How many customers of different types there are out there?
6. How customers select a vendor, search for information, decide where to shop
7. What drives the choice of one product over another
8. How much they are willing to pay
9. How many buy at this price

Question 7

Give examples of quantitative research!

Answer 7

1. Asking
—> surveys
2. Observing
—> big data
3. Arrange stimuli
—> experiments
—> choice modeling

Question 8

What is a survey?

Answer 8

1. Survey research entails the collection of data on a number of units
2. Usually at a single juncture in time, with a view to collect systematically a body of quantifiable data in respect of a number of variables

THEN examined to discern patterns of association

Question 9

Central features of a survey

Answer 9

1. the use if a FIXED set of questions directed to a large set of respondents
2. The collection of a small amount of data in standardized and quantified form from a relatively large number of individuals
3. The selection of representative samples of individuals from known populations

Question 10

Describe the survey research process

Answer 10

1. planning
2. Questionnaire design
3. Decide on sample size and source
4. Pretest survey
5. administer survey
6. Survey data analysis

Question 11

What should be done during the survey planning?

Answer 11

1. state purpose of the study
2. Identify kinds of information of interest
3. Identify population to be surveyed
4. Indicate sample size and source

Question 12

Give examples of purpose of survey!

Answer 12

1. Understand how satisfied our customers are
2. Determine sizes of market segments
3. Understand product usage and ownership
4. estimate purchase intention during next year
5. Evaluate and compare brand image and perception
6. Tracking changes in customer demographics and product usage over time

Question 13

What information should be interesting and should be include in the survey (examples)

Answer 13

1. user demographics
2. usage patterns
3. enchanted problems
4. ability to pay
5. knowledge of own and competitor brand

Question 14

How do you identify population to be surveyed?

Answer 14

SAMPLING

A good sample is essential for the generalizability of the results, but it is very hard to get

Question 15

What is a sampling population?

Answer 15

The total set of people that are related to a particular investgation

Question 16

What is a sample?

Answer 16

A selection from the population

Question 17

What is a sample frame?

Answer 17

The source from which the selection is made
—> the payroll of a company
—> the phone directory
—> the national census
—> the car brand club members

Question 18

what different sample types are there?

Answer 18

1. Probability samples
2. Non- probability samples
3. Census

Question 19

What is a probability sample?

Answer 19

The probability for selection of each individual is known

Statistical methods assume probability samples

— simple random sampling
— systematic sampling
— stratified random sampling
— cluster sampling
— multistage sampling

— large number of respondents (+100)

Question 20

what is a non-probability sample?

Answer 20

The researches uses the judgement to select respondents suitable for the purpose

— quota samling
— dimensional sampling
— convenience sampling
— purposive sampling
— snowball sampling

Question 21

What is a census sample?

Answer 21

The whole population is surveyed

Financially viable when the population is very small

Question 22

Describe the process of questionnaire design!

Answer 22

1. Generate list of potential topics and kind of information to be collected
2. Construct a first draft
   —> including actual questions and answer categories
   —> re-use own questions or from existing questionnaires
3. Put it aside for a few days, then revise
4. Circulate for the comments and critique
5. produce another draft
6. circulate comments
7. produce final draft
8. pre-test
9. produce final version

Question 23

Advice for questionnaire in general

Answer 23

1. maximize the reward and minimize the costs for responding
2. shorter is better
3. cluster contents and seek natural flow
4. place demographics and classification data last
5. starting with relevant & interesting questions
6. professional appearance

Question 24

Advice for question phrasing in the questionnaire

Answer 24

1. keep it simple
2. be specific
3. ask mostly closed-ended questions
4. always ask some open-ended questions
5. mnimize demands on memory
6. match questions to how the market works
7. avoid loaded questions

Question 25

Advice regarding answer categories in questionnaires?

Answer 25

1. use the right number of answer of answer categories —> yes-no is sometimes enough 2.distinguish between bipolar and unipolar responses —> BIPOLAR: qualitative answer categories —> UNIPOLAR: quantitative from 0-100% e.g. 3. attend to the interaction of the answer categories 4. Beware of including don't know and not applicable 5. prefer ratings over rankings

Question 26

What different types of question are there?

Answer 26

1. categorization B2C: age, gender, income, education, current brand B2B: employees, turnover, role in company 2. Descriptive questions —> How often do you use our product —>what is the frequency of product X 3. Rating scales —> how satisfied are you with our product's performance

Question 27

Create a small questioner to understand customer needs of a industrial forklift!

Answer 27

DEMOGRAPHICS: 1. what is the turnover of your company < 10 MEUR, 10-100 MEUR, >100 MEUR> 2. How many employees do you have? < 100, 100-500, 500-500, >5000> DESCRIPTIVE: 3. What is the average daily driving distance? 4. Maximum shelf height 5 current brand RATING: The ergonomics of forklifts is not affecting pain in the body < strongly disagree, disagree, agree, strongly agree> It doesn't matter if we have different types of brands of the fork lifter ----

Question 28

How do you decide on sample size and source?

Answer 28

1. what levels of confidence and precision do you want from your study 2. how many respondents are needed to reach desired levels of confidence and precision? 3. Given number of responses, what can be claimed about confidence level and precision?

Question 29

Formula for computing sample size N?

Answer 29

N=Z^2*variance/ precision^2 Z= confidence level= how likely would be to get the same difference by chance alone if there really is no difference in the population between categories represented by your group Variance = the variance in the population of the quantity to be estimated = the average of the squared deviations of individual scores from the mean Precision= the decision maker's tolerable margin of error (compare with confidence interval)

Question 30

Name some tools for surveys!

Answer 30

1. SurveyMonkey 2. SurveyGizmo 3. SAS 4. SPSS 5. Mentimeter

Question 31

Name some different Administer surveys

Answer 31

1. postal surveys 2. telephone interviews 3. video conference interviews 4. Face-to-face interviews 5. Web-based survey

Question 32

Give example of survey data analysis

Answer 32

1. Create a data set e.g. in an excel worksheet or in a dedicated statistical analysis software 2. clean up the data set 3. Analyze basic metrics and basic diagrams 4. Analyze relationships between two variables 5. Analyze relationships between three or more variables

Question 33

Name some few basic diagrams

Answer 33

1. pie chart 2. histogram 3. tables 4. box plot 5. cumulative plot 6. regression, distribution

Question 34

Strengths and weaknesses of questionnaire-based surveys

Answer 34

STRENGTH 1. Precise numerical estimates of the frequency and magnitude of consumer responses —> useful when precision matters a lot 2. Objective 3. reaches many people 4. avoids personal prejudice and limitations 5. allows to statistical methods 6. identifies and illuminates differences between groups 7. can be repeated over time WEAKNESSES 1. Tells you what but not why 2. cannot tell you what you didn't know that you didn't know 3. rely on self-report 4. participation is unrewarding 5. surveys are only as good as the questions and the sample 6. sometimes decision-making is done by groups

Question 35

Conclusions with regards to surveys?

Answer 35

1. easy and cheap to create and distribute 2. analysis of survey data: —> identifies important numbers —> enables analysis of related aspects —> enables evolution of quantities over time 3. Surveys are an important tool for: —> product planners —> guiding improvement of existing products —> less applicable on completely new products 4. Statistical significance of findings requires —> good questionnaire design —> large number of properly sampled responses 5. Surveys are mainly used for confirmatory research —> could to some extent be used e.g. through inclusion of open-ended questions