MKTG1395 Marketing Research Methods and Experiences

Questions:

Your manager and a research assistant, in conjunction with the client, has started to develop the market research project but has now asked you to take control of the day-to-day implementation and leadership of the project. The first task you must complete is a report for the client that addresses the following questions:

Question 1

Critically evaluate the draft questionnaire developed for Phase 1 of the research (pages 5-12). Specifically, evaluate the:

1. survey length;
2. survey layout;
3. use of screening questions;
4. use of skip questions; and
5. how well the survey meets the needs of the research objectives of this phase of the research.

Question 2

Answers:

Critical evaluation of draft questionnaire 

The length of the survey was extensive, involving 13 main questions. These questions were divided into several relevant categories, including brand loyalty, market segmentation, and the demographics of the market. The survey’s length is sufficient for the study being done. The layout of the survey is such that it starts on from general terms, before digressing to more specific issues that have to do with the organizations quest to understand the trends in its market target. After the preliminary questions – level of education, gender and age, the research then goes on to ask about the economic position of the respondents. This is then followed by a section which discusses the frequency of use of general toothpaste, without any reference to the particular toothpaste in question. Thereafter, the research asks about the brand awareness of the products used, and the frequency of use of particular brands. The research asks for the preference of different brands, and why the customers prefer these brands (Rolstad, Andler, & Ryden, 2011).

The research is varied in its layout. It has tables, multiple choice questions, and others which require the respondent to come up with something not specifically detailed. This way, the researchers are able to variety their questions based on the nature of the questions. The questionnaire makes use of screening questions, which are employed to ensure that only the relevant respondents are interviewed. For instance, some individuals may not actively use the product or its competitors. They may be too young, or not within the economic group that the company targets. The company may also want to only target people form a certain gender only, as its research motivations may dictate. The research does not use skip questions. Instead, all respondents are expected to answer all questions in the research (Rolstad, Andler, and Ryden, 2011).

The format of the research is such that it asks the necessary questions to establish the awareness and preferences of the target market. By asking a wide range of problems which are concerned not only with the products brand awareness and the market’ purchasing power, the research also picks up more detailed information, which will be necessary to make the right recommendations for the company to follow as it attempts to start up its new line of business.

Data collection method Recommended - the advantages and disadvantages

The best way of data collection for this survey will be the questionnaire method. The questionnaires will be administered by physical delivery, mail, or via email. Using questionnaires will enable the company collect data from a large number of individuals, which will enhance variety and quality of information collected. Other advantages and disadvantages of the questionnaire method are detailed below.

Questionnaires are a cheap way of collecting data. They can therefore be used to reach a wider constituency under consideration than other types of data collection such as observation and interviews. Questionnaires are also easily conducted electronically, making their administration easier and more practical.

Unlike other means of data collection, the questionnaire method leads to speedier results than other means of data collection. Answering questionnaires may be done in less than a few hours, but observations require ample time to arrange, get approvals for, and eventually conduct. Researchers who administer questionnaires do not to be highly experienced and skilled in research methods, other than giving minimal advice on the questions. However, administering an interview requires the researcher to be on top of his game, and to be able to ask the right questions, while supplying other information as necessary. Observers also need to know for exactly what to look out for. For this reason, individuals who administer questionnaires may even be hired as assistants for the specific role only, with their roles being removed once the data is collected.

Some respondents may want to remain anonymous to the public. Using interviews and observations is not able to guarantee anonymity. However, questionnaires can easily do this, by simply being able to simply leave out the name of the respondent. The research data is also easily analyzable when it is collected using questionnaires. Today, computer programs can be used to aggregate results in terms of predetermined final results, and make the process very easy and fast. This can hardly be used in interviews and observations.

There are several disadvantages of questionnaires. For instance, a respondent can easily lie about their age being 40, when they are in actual fact, 20. This is likely to have a huge influence on the research, and may even invalidate the data received. Using interviews and observations may to an extent succeed in removing this disadvantage. At the same time, individuals who fill in questionnaires may not always really conceptualize their answers, the same way that individuals in an interview may be able to, since they will have the chance to discuss their answers, and where necessary, improve on them.

Questionnaires may not always be understood. In the setting of an interview however, this is not the case. Individuals are able to look at the question, and if unclear, seek clarification. As a result, all questions are understood for what they are, and are therefore able to get the necessary responses. Questionnaires are not able to capture emotions. The issue of emotions may be highly beneficial in some instances; and may be the whole basis of the research. At the same time, respondents who have a bias against a set o questions may be easily pointed out in interviews. This is however virtually impossible when questionnaires are used.

It is therefore clear that though questionnaires have a wider reach, are cheaper, and easier to administer, they have a series of serious drawbacks. The nature of the research and respondents required will therefore determine which the best method of collecting the required data is.  

Sampling method - advantages and disadvantages 

The research sampling method used for this study should be purposive. In this manner, there will be a select group of people who will be targeted by the test. This is unlike random sampling, which will try to survey a random sample of the population, without any qualification. The research sample selected also has its strengths and weaknesses, including the following.

Selective sampling includes a wide range of sampling technique, which can be applied as the circumstances determine. When this is the case, the research data generated is likely to be better, and the research conduction more flexible. Due to these qualities, selective or purposive sampling is cost effective and time effective, making the research easier. Secondly, the research may be the only appropriate method available. In this case for instance, there are no other sampling techniques that can be used to conduct the research, due to the limited scope of the research and the number of respondents expected. Purposive sampling is also effective in discovering instances where the questionnaire can be revised. These include where the research questions will be better addressed through the use of other methods such as interviews and observations.

This research uses multiple levels, and is highly detailed. This means that a structured approach will be necessary, something that can most easily be achieved through the use of purposive sampling. Using this type of sampling usually means that researchers are given an allowance to make generalizations on the data they collect, further easing the data collection exercise. This is especially the case in terms of qualitative research designs, which this questionnaire in many cases presents. Some aspects of selective sampling are actually used to determine whether a relationship between variables warrants further research, using the critical case sampling model.

Purposive sampling has a few disadvantages as well. For instance, the ability of researchers to make generalizations means that the research is highly vulnerable to bias. This is potentially disastrous when the researchers do not have the judgment capacity necessary to reach the correct conclusions, due to defective criteria or theoretical framework. The sample selection method may sometimes also harm the research. Due to this, sampling selectively may in fact make it harder to make far reaching generalizations.

Analysis and reporting of data – Use of inferential statistical tests  

The data will make use of both descriptive and inferential statistics. For the initial analysis of the data, the data will be averaged, median point and mode describes. The data will then be presented in this form as the inferential statistics is conducted. The inference will be the main part of data analysis since the information will be only a sample of the total population. The main inferential techniques employed are detailed below, especially in terms of the first two research objectives.

Inferential tools applied

The first question revolves around a better understanding of the consumer segments in toothpastes, and oral hygiene. The questions that are dedicated to this question are mostly qualitative, without any quantification, and thereby making it a challenging proposition statistically.

Chi – Square

 This can be a useful tool in determining this. The measure tests the data for the strength of the association between two distinct (categorical variables). At the same time, the need to test the relationship between specific ordinal variables in the distribution will have to make use of the

Spearman correlation

This tool is effective when the researchers attempt to discover the level of the relationship or association between variables, without referring to the assumptions reached using normal data distributions, gained from the research.

The second question revolves around the brand preferences and brand associations for the toothpastes and the oral hygiene product, by customer segments. The same range of questions in the questionnaire is also applied here.

ANOVA

The test is usually used in these instances to test the differences between specific groups that may have come up with different topics in the research. At the same time, the measure will test the means between different data sets, further describing the relationship and correlation between the tests.

Multiple regression analysis

This is most important when more than two variables are being related with each other. In the case for instance, there are people who use other methods besides tooth paste, and the remaining ones use a myriad of brands to brush their teeth .With multiple regression models, it is possible to correctly present the relationship between all of them (Heineman, 2010)

Research approach 

The data collection method will still involve the questionnaire method. This will be the best way of collecting such a wide range of detailed information from the respondents. At the same time, the selective sampling method will be used for this.

 Meeting the objectives 3 and 4, which aim to find out whether the consumers will be able to accept a range of premium private-label Toothpastes and Oral Hygiene products, as well as the best type of brand positioning that the premium private-label range needs in order to succeed in the Toothpastes and Oral Hygiene product sub-category, will be done through the use of selective targeting of respondents, across well defined groups. By using inferential statistics that have been discussed above, the data will be interpreted to fit in the four objectives of research, while making allowances for errors of judgment and sampling may occasion. The use of skip questions will also be utilized to get exact data on the market (Pawar, 2004).

Data collection technique

The data collection technique is designed to be as brief and easy to understand as possible, while asking all the relevant information from the respondents. The structure and layout is detailed in the appendix

The questioning techniques are also desired to elicit straight answers, which will make data analysis simpler. The research questions in phase 2 of the questions will be achieved by focusing on the ability of the consumers to accept a range of premium private label toothpastes, and oral hygiene products, as well as market positioning required in achieving this. A clear definition of the research questions and the methods to answer tem is therefore the case for this research. To effectively position itself in the market, the organization may look for different ways of doing this. This will be based on whether the customers like the product branding, r packaging, and whether this affects their purchasing decisions. The product can also be positioned as being highly effective and recommended by dentists, thereby being positioned using quality.

References

Heineman, G. ,2010. Research into Practice - Reality and Gaps, Berlin, Springer.

Pawar, M., 2004. Data Collecting Methods and Experiences, Berkshire, New Dawn Press.

Rolstad, S., Andler, J., & Ryden, A., 2011. Response Burden and Questionnaire Length: Is Shorter Better? A Review and Meta-analysis, The Journal of the International Society for Pharmacoeconomics and Outcomes Research , 14 (8), 1101-1108.