Marketing Research MM

MODULE
MARKETING RESEARCH
An Applied Orientation
Sanerya Hendrawan, Ph.D.

PROFILE
Education:
Current Job:
S3: Philosophical Doctor (Ph.D).
in Public Management,
Katholieke Universiteit Leuven Speakers at various seminars and workshops
(KUL), Belgium, 1996 Trainer and Consultant
S2: First Year European Master Lecturer in post graduate program (Unpad,
of Public Administration (EMPA), Unpar, Unpas, LAN-RI)
Erasmus Program (London Chairman of Department of Business
School of Economics Administration, Parahyangan Catholic
Sanerya Hendrawan
Katolieke Universiteit Leuven University (UNPAR)
e-mail: sanerya@home.unpar.ac.id
http://home.unpar.ac.id/~sanerya Universiteit Leiden Universiteit
Rotterdam), 1993
S2: MA in Administrative
Sciences, with specialization on
Business Administration,
University of Indonesia, 1992
S1: Drs in Business
Administration, Parahyangan
Catholic University (UNPAR),
1983
Sanerya Hen Presentation Series on Marketing Re Page -

1 - WHAT IS MARKETING RESEARCH?
The function that links the consumer, customer, and public to the marketer
through information information used to identify and define marketing
opportunities and problems; generate , refine, and evaluate marketing
actions; monitor marketing performance; and improve understanding of
marketing as a process, Marketing research specifies the information
required to address these issues, design the method for collecting
information, manages and implement the data collection process, analyzes,
and communicates the findings and their implications
American Marketing Association

Official Definition of Marketing Research
The systematic and objecetives identification, collection, analysis,

dissemination, and use of information for the purpose of improving decision
making related to the identification and solution of problems
(and opportunities) in marketing
N.K. Malhotra

INFORMATION IS IMPORTANT

CONTINUED
Internal
Internal
Records Marketing
Marketing
Records Decision
System
System Decision
Support
Support
System
System
Marketing
Marketing
Intelligence Data Marketing Mix
Intelligence
System
System
base Planning and
Decisions
Forecasting
Resource
Marketing
Marketing Allocation
Research
Research etc.
System
System

THE ROLE OF MARKETING RESEARCH
What price will consumers pay?

Price Will some segments be willing to pay more?
What response should we make to a competitors price change?
New product introduction

Product positioning
Product Research Packaging
Branding strategy
Naming strategy
How well remembered is our commercial?

Which of the executions in our campaign pool pre-test best?
Promotion Research How many times a month do we need to run an ad for it to be
remembered?
What is the optimal mix of advertising, couponing and end-aisle display?
In what type of outlet would people expect to buy this product?

Place Distribution Should we use a few or many outlets?
Research Where should we locate our outlets?
To what elements of the marketing mix do our distributors respond?

ROLES OF MARKETING RESEARCH
Marketing
Marketing Research
Research
has
hasthree
threeroles:
roles:
Descriptive
Descriptive Predictive
Predictive
Gathering and presenting Attempting to estimate the

factual statements Diagnostic
Diagnostic results of a planned
marketing decision
Explaining data

MARKETING RESEARCH AND MANAGERIAL DECISION MAKING
Pemantauan kinerja
Implementasi
Penghalusan strategi dan program
Pemahaman lingkungan dan pasar

Analisis Situasi Pengenalan ancaman dan peluang
Penilaian posisi bersaing
Pengembangan Penentuan cakupan usaha dan segmen pasar

Strategy yang dilayani
Membangun keunggulan bersaing
Penetapan sasaran-sasaran kinerja
Pengembangan Keputusan produk dan jalur distribusi

Program Harga
Pemasaran Keputusan personal selling

ROLES OF MARKETING RESEARCH
Customer Groups
Consumers
Employees
Shareholders
Suppliers
Controllable Uncontrollable
Marketing MARKETING RESEARCH Environment
Variables Factors
Product Economy
Pricing Assesing Providing Marketing Technology
Promotion Informantion Information Decision Competition
Distribution Needs Making Laws and Regulations
Social and Cultural
Factors
Political Factors
Marketing Managers
Market Segmentation
Target Market Selection
Marketing Programs
Performance and Control

THE MARKETING INFORMATION SYSTEM

A CLASSIFICATION OF MARKETING RESEARCH
Marketing Research
Problem Problem
Identification Solving
Research Research
Market Potential Research Segmentation Research

Market Share Research Product Research
Image Research Pricing Research
Market Characteristics Promotion Research
Sales Analysis Research Distribution Research

DISCIPLINES REQUIRED
Marketing courses
Statistics and Internet and
quantitative computer
methods skills
Effective written and

Psychology and
Creative thinking verbal communication
consumer behavior
skills
MARKETING RESEARCH
SPECIALIST

INTEGRATED STAGES OF MARKETING RESEARCH
Information
System 1. Preliminary Planning Stage 2. Research Design
Research Approach Research Tactics

Research Purposes Research Objectives Exploratory - Develop measures of
Decision Alternatives Research question Descriptive - Causal interest, Construct
Problem or opportunity hypotheses development Choice of Data Collection questionaire
Research user Research boundaries Method Design experiment,
Research Supplier sampling plan
Anticipate analysis
Planning Estimate Value of Research

System Information
3. Research Implementation
Data Collection &

analysis
Data collection Conclusions &
Field work Recommendations
Data processing
Data analysis
Compares Cost and Tiiming Estimates with Anticipated Values

THE MARKETING RESEARCH PROCESS
Problem Definition
Development of an Approach to the Problem
Research Design Formulation
Field Work or Data Collection
Data Preparation and Analysis
Report Preparation and Presentation

MARKETING RESEARCH INDUSTRY
See..\..\My Reference\Marketing Research\

Marketing Research and Ethic.ppt

RESEARCH PROCESS : 1. PROBLEM DEFINITION
purpose of study
Relevant background of information
Take into account : Information needded
The use in decision making
discusion with decision makers

Interviews with industry experts
Involve discussion with Analysis of secondary data
Focus group

RESEARCH PROCESS: 2. APPROACH TO THE PROBLEM
Objectives
Theoretical framework
analytical model
Formulate: Research questions
Hypotheses
Factors influencing research design
Discussion with industry experts

Guided by: Case studies and simulation
Analysis of secondary data
Qualitative research
Pragmatic consideration

RESEARCH PROCESS: 3. RESEARCH DESIGN FORMULATION
Secondary data analysis

Qualitative research
Methods of collecting data
Involve steps: Measurement and scaling procedures
Questionaire design
Sampling process and sample size
Plan of data analysis

RESEARCH PROCESS: 4. FIELD WORK / DATA COLLECTION
Personal Interviewing
Home
Mall intercept
Computer assisted
(mail, chatting)
Involve staffs in the field for Questionaire

Distribution
Store
Office
Observation
Line store
Display
Consumers

RESEARCH PROCESS: 5. DATA PREPARATION AND ANALYSIS
Editing
Coding
Include activities of: Transcriping
Verifying
Use techniques of Univariate

Analysis: Multivariate

RESEARCH PROCESS: 6. REPORT AND PRESENTATION
Specific research
questions approach
Research design
Address: Data collection
Data analysis procedures
Result and major findings

CHARACTERISTIC OF GOOD MARKET RESEARCH
utilises scientific principles

is creative and original
utilises multiple methods
is of a higher value than its cost
should be viewed with a degree of scepticism
must be conducted in an ethical manner
must lead to better managerial decision-making

STAKEHOLDERS IN MARKETING RESEARCH
Client
Marketing Respondent
CODE OF CONDUCT
Researcher
Public

MARKETING RESEARCH ASSOCIATON ON-LINE
www.aapor.org
www.ama.org
www.amic.com/arf
www.casro.org
Visit www.mra-net.org
www.researchindustry.org
www.esomar.nl
www.marketresearch.org.uk
www.mrsa.com.au

2 - MARKETING MANAGEMENT PROBLEM
It is a statement of the possibility of correcting a failure to

reach a current objective, or a statement of the possibility of
achieving an opportunity
The marketing management must be identified before we
progress on to the marketing research problem

STEPS IN DEFINING THE MARKETING MANAGEMENT PROBLEM
Assess the background of the company/product/market
Understand the decision makers circumstances
Clarify the symptoms of the problem
Pinpoint the possible causes of the problem
Specify the actions that might solve the problem
Identify the total consequences of these actions
Identify the managers assumptions about the consequences
Assess adequacy of available information

DEFINING THE MARKETING RESEARCH PROBLEM

EXAMPLES OF THE RELATIONSHIP BETWEEN DECISION PROBLEMS AND RESEARCH PROBLEM
Decision Problems Research Problems

Develop package for a new product Evaluate effectiveness of alternative package
designs
Increase market penetration through Evaluate prospective locations

the opening of new stores
Increase store traffic Measure current image of the store
Increase amount of repeat purchasing Assess current amount of repeat purchasing

behavior behavior
What should be done to increase market share Determine the relative strengths and weakness of
of product the product with respect to competitors
Determine current level of market penetration in the

Allocate advertising budget geographically respective areas
Introduce new product Test likely acceptance of the new product Assess
probable market size and share.

Marketing Research Problem
Broad Statement
Specific Components

THE PROCESS OF DEFINING THE PROBLEM AND DEVELOPING AN APPROACH
Tasks Involved
Discussions
with Interviews Secondary Qualitative
Decision With Experts Data Research
Makers Analysis
Environmental Context of the problem
Step 1: Problem Definition
Management Decision Problem
Marketing Research Problem

CONTINUED
Step 2 : Approach to the Problem
Analytical Factor
Objective /
Model: Research Influencing
Theoretical Descriptive,
Hypotheses
Questions Research
Fondations Mathematical Design
Step 3 : Research Design

FACTORS TO BE CONSIDERED IN THE ENVIRONMENT CONTEXT OF THE PROBLEM
Past Information and Forecast
Resource and Constraints
Objectives
Buyer Behavior
Legal Environment
Economic Environment
Marketing and Technological Skills

EXAMPLE : MANAGEMENT PROBLEM RESEARCH PROBLEM RESEARCH OBJECTIVES
Management Problem
What price should we charge for our new product?
Research Problem
What are our costs of production and marketing (COGS)?
What are our pricing objectives and position in the market?
What price does similar types of products sell for?
What is the perceived value of our product in the marketplace?
Are there any norms or conventional practices in the marketplace (e.g.,
customary prices, continual discounting)
Research Objectives
To assess the costs involved in producing and selling our product
To determine corporate objectives and their implications for pricing
To examine current prices for direct and indirect competition
To determine potential customer reaction to various prices and their
perception of the benefits of owning the product

DEFINING THE PROBLEM 3 LEVELS
Business problem Marketing Issue/Problem Marketing Research Problem

(Symptom) (Cause) (Information)
Low market share Develop a new product? To determine consumer

preferences and purchase
intention for the new product
Low sales Create a new advertising To determine effectiveness of the

campaign? current adverts
Low profitability Increase the price? To determine the price elasticity

of demand and impact of specific
price changes

TRY TO PRACTICE THIS
For the following management problems, identify the underlying

research problems and a couple of research objectives.
Should our retail chain offer online shopping?
What advertising media should we use to reach our market?
How do we get more people to attend our outdoor
festival/event?
Should we build a new warehouse to store our excess
inventory?
How can we increase customer retention?
Should the amount of in-store promotion for an existing
product line be increased?
Should the compensation package be changed to better
motivate the sales force?

RESEARCH PROBLEM AND RESEARCH QUESTON
Research Problem Research Questions

What is the stores image among consumers in
A retailer is concerned
trade area?
about lack of
How many customers make repeat purchases?
store traffic
How much traffic passes by the present
retail location?
What are the current territories?

Industrial distributor
What are the historical sales in these
concerned
territories?
about equity of current
What are the proposed territories?
sales territories
What are the expected sales patterns in the
proposed territories?

Planning System Information System
Research Purposes
Decision Alternatives
Problem or opportunity
Research user
Preliminary
Research Objectives planning stage
Research question
hypotheses development
Research boundaries
Estimate Value of
Research Information Research Approach
Exploratory - Descriptive - Causal
Choice of Data Collection Method
Role of Research Supplier
Research Design
Research Tactics
Develop measures of interest
Construct questionaire
Design experiment, sampling plan
Anticipate analysis
Compare cost and timing
Estimates with anticipated values
Data Collection & Analysis
Data collection
Field work
Data processing Research
Data analysis Implementation
Conclusions & Recommendations

TRY TO PRACTICE THIS
Symptom Detection
Analysis of the Situation

Exploratory Research
(Optional)
Problem Definition
Statement of Research Objectives

3 - SCOPE: RESEARCH DESIGN
Define the information needed

Design the exploratory,
descriptive, and/or causal
phase of research
Specify the measurment and
scalling procedures
Construct and pretest a
questionaire or an appripiate
form for data collection
Spesify the sampling process
and sample size
Develop a plan of data analysis

A CLASSIFICATION OF MARKETING RESEARCH DESIGNS
Research Design
Exploratory Conclusive
Research Research
Design Design
Descriptive Causal
Research Research
Cross-Sectional Longitudinal
Design Design
Single Multiple
Cross-Sectional Cross-Sectional
Design Design

EXPLORATORY RESEARCH: WHEN IS IT USED?
Formulate a problem or define a problem more pricely

Identify alternative courses of action
Develop hypotheses
Isolate key variables and relationships for further examination
Gain insight for developing an approach to the problem
Establish priorities for further research

CAUSAL (CONSLUSIVE) RESEARCH: WHEN IS IT USED?
To understand which variables are cause (independent

variables) and which variables are the effect (dependent
variables of a phenomenon
To determine the nature of the relationship between the causal
variables and the effect to be predicted

DESCRIPTIVE RESEARCH: WHEN IS IT USED?
To describe the characteristics of relevant groups (consumers,

salespeople, market areas)
To estimate the percentage of units in a specified population
exhibiting a certain behavior (the percentage of heavy user of
prestigious departement store)
To determine the perceptions of product characteristics (how
do households perceive the various department store in terms
of salient factors of the choice criteria?)
To determine the degree to which marketing variables are
associated (to what extent is shopping at department store
related to eating out?)
To make specific prediction (what will be the retail sales for
fashion clothing in next year?)

A COMPARISON OF BASIC MARKETING RESEARCH DESIGNS
Exploratory Descriptive Causal
Objective: Discovery of ideas Describes market Determine cause and effect

characteristics
Characteristics: Flexible, versatile. Prior formulation of Manipulate independent

hypothesis. Planned, variables. Control of other
Front end research.
structured design variables.
Methods: Secondary data Surveys Experiments

DIFFERENCES BETWEEN EXPLORATORY AND CONCLUSIVE RESEARCH
Exploratory Conclusive
Objective: To provide insights, understandings. Test hypothesis/examine relationships.

Characteristics: Information needed defined loosely. Information needed is clearly defined.
Research process Research process is formal and structured.
flexible/unstructured.
Sample is large and representative.
Sample is small and nonrepresentative.
Data Analysis is quantitative.
Analysis of primary data is qualitative.
Findings: Conclusive.
Tentative.
Outcome: Findings input into decision making.
Followed by conclusive research.

WHICH IS COMBINATION OF RESEARCH DESIGN?
Descriptive
Research
Possible Probable
Exploratory Causes Causes
Problem
Research of the
Problem
When little is known
about problem situations
Initial step that should be Causal
Followed by desriptive or
Causal research
Research

TIGA PENDEKATAN PENELITIAN
Tujuan Penelitian Pertanyaan Penelitian Hipotesa

Penelitian Eksploratoris Apa cara-cara alternatif untuk Box lebih baik daripada yang lain
Apa produk baru yang mesti memberi makan siang kepada anak- Tidak diketahui
dikembangkan? anak sekolah? Tidak diketahui
Apa daya tarik produk yang akan Apa manfaat yang dicari orang dari Curiga bahwa citra impersonalisasi
efektif dalam iklan? produk? merupakan masalah
Bagiaman pelayanan bisa Apa sifat ketidakpuasan konsumen?
ditingkatkan?
Penelitian Deskriptif Dimana sekarang orang membeli Pembeli kelas atas menggunakan
Bagiamana sebaiknya produk baru produk yang sama? toko khusus, dan pembeli kelas
didistribusikan? Apa macam orang yang sekarang menengah menggunakan toserba.
Apa sebaiknya pasar sasaran? membeli produk?
Bagiamana produk dirubah? Apa citra perusahaan sekarang?
Penelitian Kausal Apa hubungan antara banyaknya Untuk organsisasi kecil

Apakah penambahan staf pelayanan staf dengan pendapatan? peningakatan 50% atau kurang akan
bisa menguntungkan? menghasilkan pendapatan marginal
lebih daripada biaya marginalnya
Program periklanan mana yang
harus dijalankan?

4 - EXPLORATORY RESEARCH DESIGN: SECONDARY DATA
Sales Results
Marketing Activities (inputs)
Internal
Primary
Cost Information
Records
Data
Distributor Reports
Sources
Customer feedback
Data
Sources
Government
Secondary
Electronic Trade Association
Data
Periodicals
Sources Published Newspapers
Data Books
Printed Annual Reports
Private Studies
External
Sources Standardized Store Audits
Sources of Consumer Purchase Panel
Marketing Multimedia Service
Data Etc.
Internet

COMPUTERIZED DATA BASE
Computerized Databases
On-Line Internet Off-Line
Special
Bibliographic Numeric Full-Text Directory Purpose
Databases Databases Databases Databases Databases

SINDICATED SOURCES OF SECONDARY DATA
Unit of Measurment
Household /
Institutions
Consumers
Mail Dairy Panel Retailers Wholesalers Industrial Firms
Purchase Media Direct Inquiries Clipping Services Corporate Reports

BENEFITS OF SECONDARY DATA
Identify Better
Formulate an the define Develop
appropiate problem the problem an approach
research design to the problem
Answer certain
Secondary Test some
research Secondary hyphoteses
questions Data
Datahelp
helpYou:
You:
Interprete
Identifying
primary data
the key variables
more insightfully

CRITERIA FOR EVALUATING SECONDARY DATA
Specification: Methodology used to collect the data

Error: Accuracy of the data
Currency: When the data were collected
Objectives: The pupose of which the data were collected
Nature: the content data
Dependability: how dependable are the data?

PUBLISHED SECONDARY DATA
Published
Secondary Data
General Business Governmental

Sources Sources
Other
Statistical Census Government
Guides Directories Indexes
Data Data Publication

5 - EXPLORATORY RESEARCH DESIGN: QUALITATIVE RESEARCH

6 - DESCRIPTIVE RESEARCH DESIGN: SURVEY AND OBSERVATION
Survey method. A structured

questionnaire given to a sample
of a population and designed to
elicit specific information from
respondent
Structured data collection. Use
of a formal questionnaire that
presents questions in
prearranged order
Fixed-alternative questions.
Question that require
respondents to choose from a
set of predetermined answers

SURVEY METHODS: MODES OF ADMINISTRATION
Survey
Survey Methods
Methods
Telephone
Telephone Personal
Personal Mail
Mail Electronic
Electronic
Interviewing
Interviewing Interviewing
Interviewing
Computer
Computer Computer
Computer
Traditional
Traditional Assisted
Assisted Mall-
Mall- Assissted
Assissted Mail
Mail
In-Home
In-Home Mail
Mail E-Mail
E-Mail Internet
Internet
Telephone
Telephone Telephone
Telephone Intercept
Intercept Personal
Personal Panel
Panel
Interviewing
Interviewing

TYPES OF SURVEY RESEARCH
Personal
Personal Interviews
Interviews
Mall
Mall Intercept
Intercept
Telephone
Telephone Interviews
Interviews
Electronic
Electronic mail
mail
Mail
Mail Survey
Survey
Common
Common
Forms
Forms
of
of Survey
Survey Focus
Focus Group
Group
Research
Research

ADVANTAGES AND DISADVANTAGES OF SURVEY METHOD
Advantages Disadvantages
The data obtained are reliable Respondent may be unable or

because the responses are unwilling to provide the desired
limited to the alternative stated information
The use of fixed-response Structured questions and fixed-
questions reduces the variablity response alternatives may
in the result that may be caused result in loss of validity for
by differences in interviewers certain types of data such as
beliefs and feelings
Coding, analysis, and
interpretation of data are Wording questions proporly is
relatively simple not easy

A COMPARATIVE EVALUATION OF SURVEY METHODS
Use of
Sample Control of
phisical
Diversity of control data
stimuli
question collection
environment
Flexibility Comparative
Comparative Control of
of data
Evaluation of field force
collection Evaluation of
Survey Methods
Survey Methods
Social Quantity of
desirability data
Perceived Response rate
anonymity

OBSERVATION METHODS
Observation
The recording of behavioral patterns of people,
objects, and events in a systemtic manner
to obtain information about the
phenomenon of interest
Structured Observation Unstructured Observation

Researcher clearly defines the behaviors Researcher monitors all relevant phenomenon
To be oserved and the methods by which Without specifying the details in
they will be measured advance

OBSERVATION METHODS: MODE OF ADMINISTRATION
Observation
Method
Personal Mechanical Content Trace

Audit
Observation Observation Analysis Analysis

A COMPARATIVE EVALUATION OF OBSERVATION METHODS
Ability to
observe in Observation
Degree of natural bias
setting Analysis bias
disguise
Comparative
Comparative
Degree of General
Evaluation
Evaluationofof
structure Observation remarks
Observation
Methods
Methods

7 - CAUSAL RESEARCH DESIGN: EXPERIMENTATION
Concept of Causality
Causality has two meanings:

Lay person : X causes Y. X must always lead to Y and furthermore it is
possible to prove that X is a cause of Y.
Scientist: X is only one of a number of possible causes of Y.
As scientists we can never prove that X is a cause of Y, at best we can infer
that X is a cause Y.
In marketing research, the most appropriate meaning of causality is found
in the scientific meaning.

CONDITION FOR CAUSALITY
1. Concomitant Variation
the extent to which a cause, X, and an effect, Y, occur
together or vary together in the way predicted by the
hypothesis under consideration
Qualitative or quantitative methods could be used to obtain
evidence pertaining to concomitant variation
Purchase of Fashion Clothing, Y

High Low
High 363 (73%) 137 (27%)

Education, X
Low 322 (64%) 178 (36%)

continued
2. Time order of occurance of variables

causing event must occur either simultaneously or before
the effect
It can not occur afterwards.
You can however have a variable that can be both a cause
and an effect in the same causal relationship
Low Income Purchase, Y High Income Purchase, Y

High Low High Low
122 (61%) 78 (39%) High 241 (80%) 59 (20%)

High
Education, X Education, X
171 (57%) 129 (43%) Low 151 (76%) 49 (24%)
Low

continued
3. Elimination of other possible causal factors,

Evidence from several investigations when accumulated
increases the confidence of the existence of a causal relationship
Researchers conceptual knowledge of the problem situation.
Controlled Experiments can provide strong evidence on all three
conditions

CLASSIFICATION OF EXPERIMENTAL DESIGN
Experimental
Design
True Quasi
Preexperimental Statistical
Experimental Experimental

PREEXPERIMENTAL DESIGN
One-Shot Case Study

X O1
One-Group Pretest-Postest Design

O1 X O2
Static Group Design

EG: X O1
CG: O2
Symbols:
X = The Exposure of a group to an independent variable or event, the effects of which are to be
determined
O = The process of observation or measurement of the dependent variable on the test units or
group of units
R = The Random assignment of test units or groups to separate treatment
EG = Experimental group
CG = Controlled group

TRUE EXPERIMENTAL DESIGN
Pretest-Postest Control Group Design

EG: R O1 X O2
CG: R O3 O4
Posttest-Only Control Group Design

EG: R X O1
CG: R O2
It is used when:
the researcher has full control when measurements are taken and can randomly assign
test units to experimental groups and treatments to experimental groups

QUASI-EXPERIMENTAL DESIGN
Time Series Design

O1 O 2 O3 O 4 O5 X O 6 O7 O8 O9
Multiple Time Series Design

EG: O1 O2 O3 O4 O5 X O6 O7 O8 O9
CG: O1 O2 O3 O4 O5 O6 O7 O8 O9
It is used when:
the researcher can control when measurements are taken and on whom
there is a lack of control over the scheduling of the treatments and also unable
to uncover test units to the treatments randomly

STATISTICAL DESIGN
1. Randomized Block Design
Treatment Groups
Block Store Commercial A Commercial B Commercial C

Number Patronage (no humor) (some humor) (high humor)
1 Heavy
2 Medium
3 Low
4 None

2. Latin Square Design
Interest in the Store
Store High Medium Low

Patronage
High B A C
Medium C B A
Low and None A C B

3. Factorial Design
Amount of Humor
Amount of Store No Humor Medium Humor High Humor

Information
Low
Medium
High

LIMITATIONS OF EXPERIMENTATION
Time consuming, especially if interested in measuring the long-

term effects of the treatment
Experiments are often expensive, expecially for managing
experimental group, controlled group, and multiple
measurment
Difficult to administer, because imposibility of controlling for
effects of extranous variables

8 MEASUREMENT AND SCALING
Measurement:
Assigning numbers or other symbols to characteristics of

objects according to certain prespecified rules
What we measure is not the object, but some characteristic of
it (e.g. not consumers, but their perception, attitudes, or
prefference)
Scaling:
Extension of measurement
Creating a continuum on which measured objects are located

DIFFERENT MEASUREMENTS
SCALE BASIC COMMON MARKETING PERMISSIBLE PERMISSIBLE
CHARACTERIS EXAMPLES EXAMPLES DESCRIPTIVE INFERENTIAL
TICS STATISTICS STATISTICS
Nominal Numbers Social security Brand numbers, Percentage. Chi-square

identify and numbers, store types, sex mode Binomial test
classify objects numbering of classification
football players
Ordinal Numbers Quality Preference Percentile, Rank order

indicate the rankings, ranking, market median correlation,
relative ranking of position, social Friedman
positions of the teams in a class ANOVA
objects but not tournament
the magnitude
of differences
between them
Interval Differences Temperature Attitude, Range, mean, Product-

between opinions, index standard moment
objects can be number deviation correlations. T
compared; zero Tests, ANOVA,
point is regression,
arbitrary factor analysis
Rasio Zero point is Length, weight Age, income, Geometric Cooficient of

fixed; ratios of costs, sales, mean, harmonic variation
scale values market shares mean
can be
computed

SCALING TECHNIQUES
Scaling Techniques
Noncomparative
Comparative Scales
Scales
Paired Q-Sort and Continuous Itemized

Rank Order Constant Sum
Compariison Other Procedures Rating Scale Rating Scale
Likert
Semantic
Differential
Stapel

PAIRED COMPARISON SCALING
We are going to present you with 6 pairs of shampoo brands. For each pair,
please indicate which one of the two brands of shampoo in the pair you would
prefer for personal use?
Sunsilk Clear Lifebouy
Sunsilk 0 1
Clear 1 1
Lifebouy 0 0
Number of times 1 0 2
prefered

RANK-ORDER SCALING
Rank the various branch of tootpaste in order of preference. Begin by picking out
The one brand that you like most and assign it a number of 1. Then find the second
most preferred brand and assign it a number 2
Brand Rank Order
Close Up ----------------
Pepsodent ----------------
Ciptadent ----------------
Darlie ----------------
Holdent ----------------
Colgate ----------------

CONSTANT SUM SCALING
Below are eight attributes of bathing soaps. Please allocate 100 points among the
attributes so that your allocation reflects the relative importance you attach to each
attributes
Attribute Segment 1 Segment 2 Segment 3
1. Mildness 8 2 4
2. Lather 2 4 17
3. Shrinkage 3 9 7
4. Price 53 17 9
5. Fragrance 9 0 19
6. Packaging 7 5 9
7. Moisturizing 5 3 20
8. Cleaning power 13 60 15
Sum 100 100 100

CONTINUOUS RATING SCALES
How would you rate Hero as a Department Store?
Probably the worst - - - - - - - - - - - - Probably the best

0 10 20 30 40 50 60 70 80 90 100
Very bad Netiher good Very god

nor bad
0 10 20 30 40 50 60 70 80 90 100

LIKERT SCALE
Responden menentukan tingkat setuju atau tidak setuju dengan berbagai

pernyataan yang berhubungan dengan sikap ataupun obyek. Skore individual
dijumlahkan untuk menghasilkan skore total. Ada dua bagian: bagian item, dan
bagian evaluatif. Asumsinya adalah setiap item mengukur beberapa aspek dari
faktor bersama yang sifatnya tunggal, unidimensional
Tidak
Setuju/ Agak
Sangat Agak Sangat
tidak
setuju setuju Tidak juga Tidak setuju
Tidak setuju setuju
Perlu banyak perbaikan 5 4 3 2 1

dalam asuransi kesehatan
Saya punya banyak pilihan

rencana kesehatan
Saya tidak pernah dengar

rencana asuransi yang
memberi perlindungan
terhadap penyakit berbahaya

SEMANTIC DIFFERENTIAL SCALE
Digunakan secara luas untuk menggambarkan kepercayaan yang

Mencakup citra, image, seseorang pada sebuah perusahaan atau merek.
Bagus untuk dipakai memperbandingkan merek, toko, ataupun layanan
yang bersaing
Low price High price

Consistent quality Spotty quality
Tangy Smooth
Bitter Not bitter

RATING SCALE DECISIONS
Number of catagories? No single optimal number, but

between five and nine catagories is
good
The Scale should be balanced to
Balanced versus unbalanced?
obtain objective data
If a neutral or indifferent scale

Odd or even number catagories? response is possible from at least
some of the respondent, an odd
number of catagories should be
used
Forced versus unforced? If respondent are expected to have
no opinion, accuracy of data may be
improved by nonforced scale
An argument can be made for
Verbal description? labeling all or many catagories. The
category description should be
located as close to the response
catagories as possible

ASSIGNMENT
Design likert scale to measure the usefulness of Ford Motor

Companys Web site. Visit the site at www.ford.com and rate it on the
scales that you have developed
Design semantic differential scales to measure the perception of
FedEx overnight delivery services and compate it to that offered by
UPS. Relevant information may be obtained by visiting the Web site of
these two companies (www.fedex.com , www.ups.com)

9. QUESTIONAIRE DESIGN
Questionaire?
Formalized set of questions for

obtaining information from
respondents
Data Collection Package:
Instructions for selecting, approaching,

and questioning respondents
Some reward, gift, or payment
Communication aids (maps, pictures,
Advertisements, products

OBJECTIVES OF QUESTIONAIRE
Translate the information needed into a set of specific questions that

the respondents can and will answer
Uplift, motivate, and encourage the respondents to become involved in
the interview, to cooperate, and to complete the interview
Minimize response error

Specify the information needed
Specify the type of interviewing method
Sanerya Hen
Determine the content of individual questions
Design the questions to overcome the respondents

Inability and unwilingness to answer
Decide on the question structure
Determine the question wording

QUESTIONAIRE DESIGN PROCESS
Arrange the questions in proper order
Presentation Series on Marketing Re

Identify the form and layout
Reproduce the questionaire
Eliminate budgs by pretesting

Page -
INDIVIDUAL QUESTION CONTENT
Is the question necessary? Look at information needed
Are several questions needed Avoide double-barreled

instead of one? question
Do you think Coca-Cola is a tasty and

Refreshing soft drink?
-Yes
- No

OVERCOMING INABILITY TO ANSWER
Is the respondent informed? Use filter questions that measure

familiarity, product use, and
past experience before questioing
about the topics?
Can the respondent remember? Use aided recall approach

(e.g. brand list)
Can the respondent articulate? Use aids; picture, map,

description

OVERCOMING UNWILINGNESS TO ANSWER
Context? Avoide inappropiate context, or

manipulate the context
Legitimate purpose? Explain why the data are needed
Sensitive information? Place sensitive topics at the end of

the questionaire
Prepace the question with a statement
that the behavior of interest is common

CHOOSING THE QUESTION WORDING
Issue?
Define the issue in terms of who,
Which brand of shampoo what, when, where, why, and way
do you use?
Word?
Use ordinary and unabiguous
Do you think the distribution words
of soft drink is adequate?
Leading or biasing
questions?
Avoid such questions
Do you think that
Indonesians should buy
imported cloth?

DETERMINING THE ORDER OF QUESTIONS
Use opening questions
Sequence type of information; basic, clasification, identification
Put difficult, sensitive question at the end
Consider effect on subsequent questions
Order question logically

FORMS AND LAYOUT OF QUESTIONAIRE
Positioning
Spacing
Format
RESULTS

PRETESTING QUESTIONAIRE
What should be tested? Question content, wording, sequence, form,

And layout, question difficulty, instruction
Who is the respondent? Samilar to the actual survey in terms of

Background, attitudes, and behaviors of
interest
How it should be done? Best used with personal interviews
What should we do with Code and analyze

the response?

WHAT IS NEXT?
See table 10.1, questionaire design checklist, p. 316, Malhotra,

Marketing Research, 3ed, 1999
Visit the web site of one of the on-line marketing research firms
(e.g., www.greenfieldonline.com). Locate a current survey and
critically analyze the questionaire using the principle discussed
here

MAIN ISSUES IN SAMPLING
Who is our population of interest?

How will we reach them?
What sampling method will be used?
How many will be sampled?

SAMPLING
Random
Sample
Error
Frame Error Universe
Sampling Key
KeyTerms
Termsand
and Probability
Error Sample
Concepts
Concepts
Measurement Random
Error Sample
Convenience Non-probability
Sample Sample

10. DATA PREPARATION
Data Preparation Process
Prepare Select
Preliminary Check Clean A Data
Edit Code Transcribe Statistically
Plan of Data Questionaire Data Analysis
Adjust the
Analysis Strategy
Data

QUESTIONAIRE CHECKING
Ensuring completeness and quality

If unacceptable, then it may be:
Incomplete part
Violated instruction
Too late
Unqualified respondent

EDITING
Increasing accuracy and precision

Screen questionaire to identify:
Illegibality
Incompletness
Inconsistency
Ambiguity

CODING
Assigning a code
Use a codebook

TRANSCRIBING
Transfering the coded data from the questionaire or coding

sheet onto disk or magnetic type or directly into computer

DATA CLEANING
Including consistency checks and treatment of missing

responses
Identify out-of-range data values

Use appropriate treatment of missing response

SELECTING DATA ANALYSIS STRATEGY
Earlier steps (1-2-3) of the marketing research process
Known characteristics of the data
Properties of statistical techniques
Background and philosophy of the researcher
Data analysis strategy

CLASSIFICATION OF STATISTICAL TECHNIQUE
Univariate
Techniques
Nonparametric Parametric
Statistic Statistics
Two or Two or
One Sample One Sample
more samples more samples
t-test
Chi-square Independent Dependent Independent Dependent
Z-test
Kolmogorov Chi-sqaure Sign t-test Paired t-test
Rank Sum Tests Wilcoxon Z-test

Runs
K-S McNemar Anova
Anova Cochran Q

Multivariate
Techniques
Dependent Interdependent
Techniques Techniques
One Dependent Multiple Dependent

Focus on Variables Focus on Objects
Variable Variable
Anova Manova Factor Analysis Cluster Analysis
Multiple Canonical Multidemensional

Regression Correlation Scaling
Discriminant
Analysis
Conjoint
Analysis

11. PRINCIPLES OF DATA ANALYSIS
Understanding principles of data analysis is very importance

for reasons that it:
Avoids wrong conclusions
Helps interpretations of others research results
Is usefull in the construction of research design

But be aware:
It cannot rescue a badly conceived marketing research study
It has the potential to ruin well-designed study if missused or

inappropiate data analysis

STRATEGY FOR DATA ANALYSIS
1. Frequency Distribution

Some Guides for Tabel Interpretation:
Look at data of total column as a base measure for comparison
Major relationship that want to be tested with the table is

described shortly by mentioning some numbers
Look for some figures that diviate from general patterns or from
previous hypotheses and strive for explanations why
Seek for a broader inference, especially for the total population

List and name the independent elements on the left vertical
axis
List dependent variables in columns, left to the right, labeled

at the top
Remember to interpret the table for your reader in your text,

dont just repeat in words what the table present in numbers

Some Guides for Data Visualization:
How precise will your readers want the data to be?
Tables are more precise than charts and graphs
What kind of visual impact and rhetorical impacts do you want

readers to feed?
Tables present data objectively
Charts and graphs are visually more striking
Charts invite readers to make comparisons
Graphs invites readers to see a story
Do you want your readers to see a point in the data?
Tables encourage readers to interpret the data

Charts and graphs make your point more directly

2. Descriptive Statistics

3. Cross-Tabulation

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MODULE

Sanerya Hendrawan, Ph.D.

Sanerya Hen Presentation Series on Marketing Re Page -

American Marketing Association

The systematic and objecetives identification, collection, analysis,

Sanerya Hen Presentation Series on Marketing Re Page -

Sanerya Hen Presentation Series on Marketing Re Page -

Sanerya Hen Presentation Series on Marketing Re Page -

What price will consumers pay?

New product introduction

How well remembered is our commercial?

In what type of outlet would people expect to buy this product?

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Gathering and presenting Attempting to estimate the

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Pemahaman lingkungan dan pasar

Pengembangan Penentuan cakupan usaha dan segmen pasar

Pengembangan Keputusan produk dan jalur distribusi

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Sanerya Hen Presentation Series on Marketing Re Page -

Sanerya Hen Presentation Series on Marketing Re Page -

Market Potential Research Segmentation Research

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Effective written and

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Research Approach Research Tactics

Planning Estimate Value of Research

Data Collection &

Compares Cost and Tiiming Estimates with Anticipated Values

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Development of an Approach to the Problem

Research Design Formulation

Field Work or Data Collection

Data Preparation and Analysis

Report Preparation and Presentation

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discusion with decision makers

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Discussion with industry experts

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Secondary data analysis

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Involve staffs in the field for Questionaire

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Use techniques of Univariate

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utilises scientific principles

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It is a statement of the possibility of correcting a failure to

Sanerya Hen Presentation Series on Marketing Re Page -

Assess the background of the company/product/market

Understand the decision makers circumstances

Clarify the symptoms of the problem

Pinpoint the possible causes of the problem

Specify the actions that might solve the problem

Identify the total consequences of these actions

Identify the managers assumptions about the consequences

Assess adequacy of available information