MARKET RESEARCH - HEC Montréal

MARKET RESEARCH - HEC Montréal

MARKET RESEARCH Marketing Management Session 5 October 3, 1997 SESSION OUTLINE

Different types of data Secondary data Types of research plans Collection methods Sampling Questionnaire design McDonalds Corporation TYPES OF DATA Internal

Secondary Sales figures Salespeople's reports Previous research data Primary Survey of salespeople External Statistics Canada A.C. Nielsen

PMB Survey of consumers RESEARCH PLANS Exploratory research identify issues first stage of descriptive or causal research Descriptive research describe phenomenon representative sample

Causal research experimentation EXPLORATORY RESEARCH Small, homogeneous samples Qualitative data Focus groups

In-depth interviews DESCRIPTIVE RESEARCH Representative sample Surveys: personal interviews telephone interviews mail questionnaires Statistical analysis CAUSAL RESEARCH

Apply different treatments to more than one sample Measure difference of effects Field experiments Laboratory experiments SAMPLING Define sample universe Choose sampling method: random sampling quotas convenience

Choose sampling procedure: random numbers every 5th person QUESTIONNAIRE Content: topics order of questions types of questions (open/closed) Labeling:

ambiguity double-barreled questions choice of answers 1. Do you buy and use shampoo? Yes No 2. How often do you wash your hair? 3. Do you have dandruff? Yes No 4. How many bottles of shampoo did you buy last year? 5. Do you think there are too many commercials for shampoo on television?

6. Socio-demographics: Age: Gender: Male Female Income: Marital status Number of people in your household

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