Data collection methodology. Defining Marketing Data Collection Methods

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Test questions:

Non-programmed solutions include:
According to J. Dewey, the problem is:
Choose the author of the classification, according to which each of the three identified structural elements (problem, expectations, solutions) can be both known (clear, given) to the decision maker, and not known.
What paradigm states that the process of developing solutions is rational to the extent that it exists in an expanded form, is stable and not redundant, allows for depersonalization, alienation from a particular decision maker, and replication?
What decisions are based on past bad experience, and are also made with a very high responsibility of the head or company for the task assigned?
To features modern conditions decision making include:
The systems approach is:
What method of analysis of alternatives consists in constructing a model that describes objects and processes in terms of important, but not all, indicators?
Are the concepts system analysis and "systemic approach" synonymous?
The influence of what factors is typical for innovative solutions?
The instructions for organizing the decision-making process are:
What decisions are based on the professional use of managerial technologies and development and selection methods?
worker, in functional responsibilities which includes actions to manage the activities of subordinates - these are:
Under what conditions do problems arise when possible outcomes can be described using some probability distribution:
What is the central concept in the concept of decision support systems?
The economic-mathematical method used to make a specific management decision is the method:
The process of transferring tasks and powers to a person who takes responsibility for their implementation is:
What aspects are involved in making any decision?
Which paradigm indirectly contributes to counterproductive stereotypes, such as: changing suppliers, consultants or employees, or choosing a management theory of the month.
Within the framework of which paradigm, the decision-making process is rational to the extent that it has a high degree of attractiveness for the decision maker, is emotionally colored, mobilizes and fully uses the creative potential of the decision maker and contributes to its development?
The principle of decision-making, which determines the need to take into account a combination of factors of a long-term nature, and take into account the consequences of implementing decisions, is the approach:
The key elements of problem definition are:
The main defining feature of a modern leader is:
The creative paradigm challenges...
How can you imagine the direction of the solution?
T. Schelling is the author of the theory:
The creative paradigm prioritizes...
Some discrepancy (gap) between the goals set or pursued by the decision maker and the actual (or predicted) state of affairs in the controlled system (object, or process) is:
"Conformity of the various activities of the organization to the interests of employees and other groups of stakeholders" is the definition of ... effectiveness.
How is collective decision making carried out?
The stages of the control procedure include:
What task of group activity assumes that the developed solution will be implemented by the performers, and therefore an analysis of their capabilities and interests is necessary?
“The criteria included in the set should provide an adequate assessment of the object of examination or an assessment of the degree of achievement of the goal facing the decision maker, if the set of criteria is intended for this” - this is a description of the property ...
In which country was the Delphi Method first applied?
What managerial decisions are effective?
What factors determine the effectiveness of managerial decisions?
The initial stage of the decision-making algorithm is?
At what stage of the control procedure should the manager choose one of the three lines of behavior: do nothing, eliminate the deviation, or revise the standard?
In what cases are verbal-numerical scales used?
The main scope of morphological analysis?
What indicator serves as a measure of information uncertainty?
The application of the expert forecasting method is based on the assumption that:
Specific targets for which progress can be measured are:
The concept of "effectiveness of decisions" can be considered as:
Identification of the reaction of participants (organizations, divisions, individuals) to the solution and coordination of their goals and interests is:
“Using various tools, try to imagine the possible future of the organization that comes as a result of the decision made” - this is the essence of the method When was the Delphi method developed and first applied?
Group activities include:
Fixing possible solutions on paper is:
What method (tool) is intended for solving quality management problems and is also used for identification possible causes problems?
What type of control involves comparing the actual results obtained with the required results either immediately after the completion of the controlled activity, or after a predetermined period of time?
“Using various tools, try to imagine the possible future of the organization that comes as a result of the decision made” - this is the essence of the method. Which of the methods of analyzing an object involves choosing several of its constituent parts (elements) and finding alternative solutions for each of the elements?
What type of control is carried out directly in the course of work?
The measure of uncertainty is:
Two or more persons who interact with each other in such a way that each person influences the others and is simultaneously influenced by the others is:
What method is used to represent possible solutions and checking them for formal completeness?
What type of efficiency is considered as the correspondence of various activities of the organization to the interests of employees and other stakeholder groups?
Depersonification is a hallmark of the … paradigm.
What solutions take into account the balance of interests of stakeholders?
What method is used to generate a sufficiently representative set of random initial data (imitation of real conditions for the development of the system)?
What factors influence how an organization works?
The result of a person's mental activity, leading to a conclusion and (or) to necessary actions, is:
AT technical systems solutions:
What systems can management decisions be oriented towards?
The creative paradigm highlights...
A significant disadvantage of a collective solution is:
What systems combined the capabilities of modern computers, the knowledge and experience of specialists and experts?
The processes of development and implementation of management decisions in any system include:
What decisions need to take into account the uncertainty factor?
The first attempt to formulate the basic concepts related to strategic games was made by ...
Persons entitled to initiate decisions or implement them are:
Which solution is preferred by the organization?
“In the case of a procedure in which, after considering the next pair, the rejected alternative is replaced by a new one, the final decision depends on the order in which the alternatives are presented” - this is the formulation of the voting paradox:
What type of efficiency characterizes the process of achieving the goals of the functioning and development of the organization?
Uncertainty factors include:
Who is the author of the method of morphological analysis and synthesis?
A star network configuration includes:
“Using various tools, try to imagine the possible future of the organization, which occurs as a result of the decision taken” - this is the essence of the method. specific market?
The main reason for the need for control is:
What function of management is ensuring the achievement of the goals set by the organization, the implementation of the adopted management decisions?
The Delphi method should be used under the following conditions:
What concept currently does not have an unambiguous interpretation, since it seems rather difficult to clearly distinguish in the results of the organization's activities as a whole that part that is a direct result of the effectiveness of a management decision?
The main property that a set of criteria should have is:
“The relative effect (efficiency) of a process or operation, defined as the ratio of the effect to the costs that caused its occurrence” is the definition of the concept ...
In what aspect can the information be presented?
Under what conditions are decisions made with risk or uncertainty?
What type of control gives the management of the organization the information necessary for planning if similar work is expected to be carried out in the future:
The intermediate phase between decision and action, largely communicative, including the impact on the social environment - the developers and executors of the decision - is:
The organizational aspect of group management reflects:
The network configuration can be represented as:
The set of methodological tools used to prepare and justify decisions on semi-structured and unstructured problems is:
What elements are included in the concept of "problem situation"?
Individuals who develop solutions, such as developers, designers, managers, are categorized as …
What is the nature of the adopted developed management decision?
A complex set of social and economic forecasts, including such aspects as scientific and technical, political, monetary and financial, is:
A distinctive feature of the social system is:
The postulates of optimality are:
What groups are united by the concept of "formal methods"?
Collective decision-making involves:
What paradox of voting can be described as the ability of a minority to impose its opinion on the majority while being able to vote, although the process will always be carried out according to the rule of the majority?
The authors of the Delphi method are:
In which group of methods, the dependence of the resulting utility of an alternative on its estimates by many criteria is given without any theoretical grounds?
The key point in the application of peer review methods is:
Obtaining consent to solve the problem by polling without convening the management structure (council, commission) of the organization is the essence of:
A distinctive feature of the scientific approach is:
The way to achieve organizational goals, a set of methods and operations of practical and theoretical development of reality is:
An illegal, but quite successful way of collecting data on competitors' actions, and this data has often been used to reformulate the goals of the organization, is:
A set of techniques for the selection and precise implementation of rules and instructions when making managerial decisions, which is characterized by the establishment of an analytical, formal relationship between the conditions of the problem being solved and its result - this is ... a method.
“The alternative that receives the largest number of votes is considered accepted by all” is the wording:
The content aspect of group management reflects:
What aspects stand out when managing a group?
The method used to assess the impact of any action under conditions of uncertainty caused by the conscious, malicious actions of the conflicting parties is:
The investigated object, situation, phenomenon or system in a reduced form, that is, it represents what is being investigated, with the help of an enlarged or reduced description of the object or system - this is ... a model.
What methods are aimed at revealing similarities in the patterns of development of various processes?
The main types of mathematical models are:
What is the nature of the problem if it can be eliminated by changing only the parameters of the organizational and production system?
The condition for using the analytical method is:
To perform all managerial functions in management, it is mandatory:
What management decisions are the cheapest in terms of the cost of their formation and selection?
A computer program that embodies the components of expert experience in such a way that this program Based on the information being processed, it can give the user options or recommend a solution - these are:
“Communication that occurs within the individual himself. The individual speaks to himself. He is both the sender and the receiver” - is a characteristic of ... communication.
Simplified form of the real life situation, a phenomenon or object, freed from unnecessary elements or information that makes it difficult to perceive or analyze a real object, phenomenon or situation - this is:
A distinctive feature of the modern organization is:
What type of forecast is based on the organization's customer survey results?
The absence of a single ready-made solution, an answer is an element ...
What models are used to determine the best way to allocate scarce resources in the presence of competing needs?
The conditions for using the statistical method include:
A method that uses both past experience and current assumptions about the future to determine it is:
Additional management functions are:
“The criteria included in the set should provide an adequate assessment of the object of examination or an assessment of the degree of achievement of the goal facing the decision maker, if the set of criteria is intended for this” - this is a property characteristic:
The process of creating a model and its experimental application to anticipate changes in a real situation is:
Some discrepancy (gap) between the goals set or pursued by the decision maker and the actual (or predicted) state of affairs in the controlled system (object or process) is:
Which method is based on the assumption that what happened in the past gives a good enough approximation of the future?
Key elements of the problem include:
The method of influencing the efficiency of an organized or functioning production process, the meaning and content of which boils down to the fact that organizations can simplify work operations, if approached from the point of view of effective management, is:
What method is a set of techniques for choosing and accurately implementing rules and instructions when making managerial decisions?
The characteristic features of an individual decision maker are:
For what decisions is the principle of perspective important?
Within the framework of the Delphi method, the analytical group determines:
The initial stage of the modeling process is:
A functional problem can be solved by:
In what games do the interests of the parties collide, but they cannot be considered directly opposite, since there is a more or less extensive area of compromises, concessions, and cooperation?
The process of finding a way out of the situation and the result of this process are a description of the concept ...
The process of analyzing, forecasting and assessing the situation, choosing and agreeing on the best alternative to achieve the goal is:
The main aspects of forecasting are:
An object of any nature that is able to replace the object under study so that its study provides new information about the object under study is:
What kind of modeling is an attempt to predict what will happen in similar situations by examining the statistical relationship between the factor in question and other variables?
What is the nature of the problem if its solution does not yet require a change in functions, but can no longer be achieved by changing the numerical values of individual parameters.
Specialists with deeper knowledge on certain issues who are invited to the organization on a permanent or temporary basis are:
What is the nature of the problem if it can be solved at the level of functions of the organizational and production system?
In technical solution systems:

There are many sources for finding the data needed for statistical research, and every year with the development of technological progress, their circle expands and improves. According to the method of obtaining data, they are divided into primary – if the information was collected specifically for this analysis and secondary - if information is used from other sources, collected by other people and for other purposes.

Primary data can be collected independently or by other people on request, the main difference is that their collection is planned and carried out in accordance with the objectives of a particular study. Therefore, they, of course, have a number of advantages, primarily because in this case the maximum compliance of the collected data with the requirements and goals of the analysis is achieved. But, unfortunately, often such studies may not be available or too expensive.

Examples of primary data

data on the most interesting film recently released, obtained by interviewing members of your workforce and (or) browsing the relevant thematic forums on the Internet;
data on the cost of travel vouchers obtained by studying websites and telephone surveys of travel agencies and companies;
data on consumer demand for a category of products planned for release, ordered by a professional marketing agency;
data collected by the quality control department of your own company about the characteristics of the products produced.

But not all data can be obtained independently or ordered from professionals (for example, if we are interested in space research, but do not have sufficient funds to conduct super-expensive experiments or need history and accumulated experience in this area). Therefore, a more common option is to use secondary data - already collected by specialized firms or simply by other researchers. Secondary data have their advantages - they are usually much cheaper or even free of charge, can be large in volume, are often collected using special hard-to-reach equipment and professional researchers in the relevant field. This may be data collected by scientific institutions and departments of the relevant direction, government agencies and marketing agencies, scientists and researchers. Secondary data are widely used in last years thanks to their placement in the Internet, which is actively spreading in the world. Although necessary information It can be very difficult and long to search, the World Wide Web has made it possible to access colossal arrays of information collected by scientists and non-professionals around the world, and has significantly expanded the scope of statistical research. Search engines The Internet makes it much easier to find secondary information.

Examples of Secondary Data

Such data may be:

statistical data Federal Service state statistics on the socio-economic situation of the constituent entities of the Russian Federation in 1990–2014. (gks.ru);
dynamics of the US dollar and euro exchange rates against the ruble and indicators of exchange trading for the period from 06/20/2005 to 01/01/2015 according to the Central Bank Russian Federation(cbr.ru);
dynamics of Russian stock indices PTC RTSI, RTS2, futures for the PTC RTS-3.12 index, stock and bond quotes for 2006–2015. according to the RosBusinessConsulting agency (rbc.ru);
statistical data on the results of the activities of insurers - insurance premiums and payments, the number of concluded contracts, etc. for 2005–2015 according to the Financial Markets Service of the Bank of Russia (fcsm.ru);
investment ratings regions of Russia for 2005–2015 according to the rating agency "Expert RA" (raexpert.ru);
statistics on demographic indicators and health of the population of all countries of the world according to the World Health Organization ( World Health Organization)(who.int/gho/publications/world_ health_statistics/en), etc.

Illegal methods of collecting intelligence information and secret information protected by the owner, and often by law, got their name for the use of methods and techniques that are outside the legal field during the accumulation of the necessary array of information.

Numerous illegal methods of collecting information can be classified as follows:
1. Theft of a competitor's property.
2. Theft of documents containing information that the interested party needs.
3. Copying documents containing information that the interested party needs.
4. Sending penetrating agents to a competitor's site.
5. The introduction of agents in the structures of a competitor.
6. Listening to competitor's conversations.
7. Breaking into a competitor's local computer system.

Especially often, abduction techniques are used in the preparation, holding and curtailment of exhibitions, fairs, demonstrations and other promotional activities. In addition, abductions are intended to obtain an object for research, they can also be used to disrupt promotional activities. History knows many such cases (theft of silkworms, porcelain, steel-smelting technologies; disruption of demonstrations of the Maxim machine gun, etc.). The stolen products are then examined in special secret laboratories, also called "vivisection laboratories".

The theft of documents, if it did not end in the failure of the agent, is a signal to the firm, and it will take protective measures. More successful, in this respect, is copying competitor's documents. Firstly, skillfully copied documents leave no traces, and remain unknown to their owner. This is perhaps the main factor in favor of this technique. Secondly, modern computer, photo and video equipment allows us to do this work quickly, efficiently and reliably.

The task of secret collection of information, - noted A. Dulles, - consists mainly of getting closer to a certain object bypassing all obstacles. The next task is the collection and selection of information, which are also carried out by secret methods. The next task, and perhaps no less responsible, is the transfer of information to the user. Finally, the last one, information processing, is solved more simply by involving specialists in special departments and laboratories.

With illegal methods of collecting information, the first three tasks are solved by agents. The main problem of selecting agents is as follows: they must be able to solve all three tasks related to access to the object, collection and selection of information and its transmission. Different types of agents meet these requirements not equally.

These obstacles can be overcome in two ways:
1) combination of agents for carrying out one operation or solving tasks of the same type;
2) the introduction of an agent on the object of intelligence.

In case of episodic penetration of a competitor’s object, it is possible to combine several agents, specialists in various fields, to solve one problem: penetration, information selection, and its delivery. In case of episodic penetration, the scout is at the facility illegally, and the first step to such a state is to overcome the guards at the entrance and exit.

In this case, various tricks are used: turning off the alarm, forging passes, distracting guards, entering from the back door, etc. An experienced scout is often helped by intuition and chance.

When solving problems of long-term penetration, it is advisable to recruit a specialist at the facility and connect a liaison officer to him from the outside.

Data collection methods

Marketing research is the process of searching, collecting, processing data and preparing information for making operational and strategic decisions in the business system.

Respectively this definition clearly defines the main stages of any marketing research:

Research concept development

Search and collection of information;

Data processing;

Preparation of the final analytical note (report).

Research types

One of the most time-consuming and costly stages of any marketing research is the search and collection of information on the problem under study. Depending on the sources of information used, studies are divided into:

Cabinet;

Field.

However, in practice, field and desk research complement each other, solving their specific range of issues.

Desk research - search, collection and analysis of already existing secondary information ("desk research"). Secondary information is data collected previously for purposes other than those currently being addressed. The main advantages of working with secondary information are: low cost of work, since there is no need to collect new data; speed of information gathering; the presence of several sources of information; relative reliability of information from independent sources; possibility of preliminary analysis of the problem. The obvious disadvantages of working with secondary information are: frequent inconsistency of secondary data with the objectives of the study, due to the general nature of the latter; information is often outdated; the methodology and tools used to collect the data may not be appropriate for the purposes of this study. In this regard, desk research is often supplemented by several parallel expert interviews to increase the validity of information.

Field research - search, collection and processing of data specifically for a specific marketing analysis. Any field research is based on primary information, in other words, on newly obtained data to solve a specific problem under study. The main advantages of primary information: data are collected in strict accordance with the exact objectives of the research task; the data collection methodology is strictly controlled. The main disadvantage of collecting field information is the significant cost of material and labor resources.

Depending on the tools (methods) used for collecting field (primary) information, research can be divided into:

quantitative;

Quality.

Often, the practical implementation of marketing research requires an integrated approach - the joint use of quantitative and qualitative methods.

Quantitative research is the main tool for obtaining the necessary information for planning and decision-making in the case when the necessary hypotheses regarding consumer behavior have already been formed. Quantitative research methods are always based on clear mathematical and statistical models, which makes it possible, as a result, not to have opinions and assumptions, but to have exact quantitative (numerical) values of the studied indicators. Based on the results of quantitative research, you can calculate the required production volumes, profitability, set the price, product parameters, find unoccupied market niches, and much more. The main merit of quantitative research is that they reduce the risk of making wrong decisions and choosing inaccurate planning parameters. Confidence that even without research everything is known about the market, often turns into insufficiently thought out and insufficiently effective actions in the market and resembles a trial and error method. Quantitative studies are the most adequate way to quantify:

Market capacity and structure of supply and demand;

Sales volumes of market operators;

Prospects for product development;

The effectiveness of various activities of companies to support and promote the product;

Directions for the development of the product portfolio and its individual components;

The efficiency of the distribution network;

Consumer reactions to possible marketing actions of the manufacturer.

Qualitative research, unlike quantitative research, does not focus on statistical measurements, but is based on the understanding, explanation and interpretation of empirical data and is a source of hypothesis formation and productive ideas. Simply put, they answer not the question "how much?", but the questions "what?" "how?" and why?". Qualitative research makes extensive use of projective and stimulating techniques—unstructured, non-directive ways of asking questions that help the researcher uncover motivations, beliefs, attitudes, attitudes, preferences, values, satisfaction levels, concerns, etc., about products or brands. Projective techniques help to overcome such communication difficulties as the verbalization of feelings, relationships, etc., as well as to identify latent motives, implicit attitudes, repressed feelings, etc. Qualitative research finds the greatest use in studying:

Consumption patterns, purchasing behavior and factors that determine choice;

Relationships with products, brands and companies;

Degrees of satisfaction with existing products;

Buyer's intentions.

Qualitative research plays an important role in the development of new products, where these studies allow:

Understand if there is a niche for a new product in the market under study;

Identify attitudes towards new products (or product concepts).

The use of qualitative research at the stage of strategic development of the brand concept, providing the opportunity to:

Generation of a set of ideas regarding the concept of brand positioning;

Brand concept evaluations;

Generation of ideas regarding the creative implementation of strategic concepts;

Evaluation of marketing communication elements (name, logo, packaging, TV advertising, etc.)

Another area of application of qualitative methodology is the so-called diagnostic studies. Clearly, consumer perceptions of a product and advertising change over time. Qualitative research in such cases helps to determine the level, direction and nature of changes in brand perception and advertising over time.

In addition, a qualitative methodology can be used when conducting tactical research to select the most successful execution option (execution) of advertising, packaging, logo. For testing, alternative options for visual, textual, and other elements of a specific design of already created advertising, packaging, etc. can be offered.

Information collection methods

Despite the huge number of various research methods and techniques, the general scheme of activities implemented in the framework of market research is quite simple and understandable. The main sources of obtaining marketing information are:

Interviews and surveys;

Registration (observation);

Experiment;

Expert review.

Interview (survey) - finding out the position of people or getting information from them on any issue. A survey is the most common and essential form of data collection in marketing. Approximately 90% of studies use this method. The survey can be oral (personal) or written.

During a written survey, participants receive questionnaires (questionnaires), which they must fill out and return to the destination. Usually, in written surveys, closed questions are used, the answers to which are to choose one of the given ones. Usually, during written surveys, the questionnaire is sent to representatives target audience, affordable Email, postal mail or facsimile. The main disadvantage that limits the use of this method is the long period and low percentage (on average 3%) of the return of completed questionnaires.

Personal (Face-to-face) and telephone surveys are called interviews.

Telephone interviews are a relatively cheap method of conducting surveys of any level of accuracy in terms of sample design (the geographic location of the respondents is not critical in terms of the cost of conducting an interview). This method is applicable only in quantitative studies. However, there are objective disadvantages of using this method:

Not quite complete control of the understanding and sincerity of the respondent;

There is no possibility to present visual materials (samples, cards with answer options);

Unfeasibility of lengthy interviews (on the phone it is difficult to keep the attention of the interlocutor for more than 15 minutes);

In cities with an insufficient level of telephony, it is impossible to obtain a representative sample.

Face-to-face interviews can be formalized and non-formalized.

With a formalized interview, there is a specific survey scheme (usually a questionnaire containing pre-prepared clear wording of questions and well-thought-out models of answers to them). A formalized interview loses much of its meaning if the respondents' answers are not analyzed in terms of their social and demographic (industry and geographical) characteristics. Therefore, it assumes that the "passport" must be filled in, where the data about each respondent is entered, the need for which is again dictated by the research program. Such interviews are conducted on the street, in shops, at public events, at the place of residence of the respondents (door-to-door surveys), etc. Formalized surveys have received the greatest use in the implementation of quantitative research. The main disadvantages of this method are: relatively high cost and insignificant geographical coverage.

Non-formalized interviews are a specific method of collecting information in which there is only a topic and purpose. There is no specific method for conducting the survey. This makes it possible to identify the deep motives of the consumer's actions, to study both rational and irrational reasons for his purchasing behavior. In practice, informal interviews are used in qualitative research. Non-formalized interviews are individual and group.

Individual non-formalized interviews are conducted with the respondent one on one in the form of a dialogue, while the respondent has the opportunity to express detailed judgments on the problem under study. It is possible to single out such forms of conducting individual non-formalized interviews as in-depth interviews and hall tests.

In-depth interviews are a series of individual interviews on a given topic, conducted according to a discussion guide. The interview is conducted by a specially trained highly qualified interviewer who is well versed in the topic, owns the technique and psychological methods of conducting a conversation. Each interview lasts 15-30 minutes and is accompanied by the active participation of the respondent - he lays out cards, draws, writes, etc. In-depth interviews, unlike structured ones used in quantitative surveys, allow you to penetrate deeper into the psychology of the respondent and better understand his point of view, behavior, attitudes, stereotypes, etc. In-depth interviews, although time consuming (compared to focus groups), are very useful in situations where the atmosphere of a group discussion is undesirable. This may be necessary when studying individual problems and situations that are not usually discussed in a wide circle, or when individual points of view may differ sharply from socially approved behavior - for example, when discussing issues of gender relations, sex, certain diseases, hidden political beliefs, etc. .P. In-depth interviews are used when testing and developing initial advertising developments (creative ideas) when it is required to get direct, individual associations, reactions and perceptions - without looking at the group. At the same time, the combination of the method of in-depth interviews and focus groups with the same respondents is optimal. And, finally, in-depth interviews are indispensable when conducting qualitative research, when the characteristics of the target group make it impossible to collect respondents in a focus group - i.e. at one time in one place for 2-3 hours. For example, when it comes to busy businessmen, wealthy citizens, narrow professional groups, etc.

Hall tests are personal semi-formalized interviews in a special room. As a rule, premises are used in libraries, shops, halls of administrative buildings, etc. The respondent and the interviewer sit down at a table, and the interview takes place in a structured conversation mode. The need for a hall test is usually due to one of several reasons:

Testing bulky samples that are inconvenient to carry around the apartment or there is no certainty that the apartment will be able to conduct an interview under normal conditions;

Testing is limited to the number of samples;

The use of special equipment (for example, TV-video) for demonstration of the tested material;

The interview is conducted in crowded places of potential respondents, but it is difficult and not suitable for talking "on your feet".

Hall tests formally refer to quantitative methods for obtaining information. With qualitative methods, the hall test is related by the fact that information is obtained on a relatively small directed sample (from 100 to 400 people), as well as the fact that the respondent is asked to comment (explain) his behavior. To conduct a hall test, representatives of the target group ( potential consumers) are invited to a room ("hall") equipped for tasting products and/or viewing advertisements, where they are given the opportunity to demonstrate their reaction to the test material and explain the reason for their choice. In the course of answering the questions of the questionnaire, the selection criteria, frequency and volume of consumption of brands of the studied product group are determined. The method is used to assess the consumer properties of a new product: taste, smell, appearance etc. The method is also used when testing brand elements, packaging, audio and video clips, advertising messages (recognizability of an advertising message, memorability, reliability, persuasiveness, understanding of the primary and secondary ideas of advertising, slogan, etc.), etc.).

Group non-formalized interview (focused interview, focus - group) - is a group discussion of issues of interest to representatives of the target audience. The "focus" in such a group is on the subjective experience of people who give their understanding and explanation of a given topic, including all its nuances. The course of the conversation is controlled by the moderator according to a pre-developed plan and is recorded on videotape. As a rule, during the discussion, various projective methods are used to find out the "real" attitude of consumers to the subject under study, obtaining much deeper and more detailed information than at the level of "ordinary" communication. Usually people do not think specifically about the issues that are discussed in the group, or do not have the opportunity to compare their opinions with the opinions of other people. During the focus group, respondents are asked not only to rate something according to the “like or dislike” principle, but also to explain their point of view. And the subsequent qualified analysis of the results obtained allows us to understand the psychological mechanisms of the formation of one or another opinion of the group members. The main disadvantage of this method is the biased nature of the results. In other words, the results of focused interviews cannot be expressed in numerical terms, for further extrapolation to the general population of research objects. Therefore, in practice, the focus group technique is used in combination with quantitative research methods.

Observation (registration) is a form of marketing research, with the help of which a systematic, systematic study of the behavior of an object or subject is carried out. Observation, unlike polling, does not depend on the readiness of the observed object to report information. Observation is the process of collecting and recording events or special moments associated with the behavior of the object being studied, open or hidden from the observed. The subject of observations can be the properties and behavior of individuals; movement of things, goods, etc. The disadvantage of observations is the impossibility of revealing the opinions, ideas, knowledge of people. Therefore, in practice, observations are usually used in conjunction with other research methods.

An experiment is a study of the influence of one factor on another while controlling for extraneous factors. Experiments are divided into laboratory, taking place in an artificial environment (product test), and field, taking place in real conditions (market test). The main disadvantages of this method are the significant cost and duration, which significantly limits the use of this method in practical research.

A panel is a repeated collection of data from one group of respondents at regular intervals. Thus, the panel is a kind of continuous sampling. It allows you to fix changes in the observed values, characteristics. A panel survey is used to study the opinions of consumers of a certain group over a certain period of time, when their needs, habits, tastes, complaints are determined. The disadvantages of using panels are: the "mortality" of the panel, which manifests itself in the gradual refusal of participants to cooperate or the transition to another consumer category, and the "panel effect", which consists in a conscious or unconscious change in the behavior of participants under long-term control.

An expert assessment is an assessment of the processes under study by qualified specialists - experts. Such an assessment is especially necessary when it is impossible to obtain unmediated information about any process or phenomenon. In practice, to conduct expert assessments, the delphi method, the brainstorming method and the synectics method are most often used.

The Delphi method is a form of polling experts, in which their anonymous answers are collected over several rounds and, through acquaintance with intermediate results, they receive group assessment the process under study.

The brainstorming method consists in the uncontrolled generation and spontaneous interweaving of ideas by participants in a group discussion of a problem. On this basis, chains of associations arise that can lead to an unexpected solution to the problem.

Synectics is considered a highly creative method. The idea of the method lies in the gradual alienation of the original problem by building analogies with other areas of knowledge. After multistage analogies, a quick return to the original problem is made.

Marketing research is the process of searching, collecting, processing data and preparing information for making operational and strategic decisions in the business system.

Accordingly, this definition clearly defines the main stages of any marketing research:

research concept development
search and collection of information;
data processing;
preparation of the final analytical note (report).

Research types

office;
field.

However, in practice, field and desk research complement each other, solving their specific range of issues.

desk research- search, collection and analysis of already existing secondary information ("desk research"). Secondary information is data collected previously for purposes other than those currently being addressed. The main advantages of working with secondary information are: low cost of work, since there is no need to collect new data; speed of information gathering; the presence of several sources of information; relative reliability of information from independent sources; possibility of preliminary analysis of the problem. The obvious disadvantages of working with secondary information are: frequent inconsistency of secondary data with the objectives of the study, due to the general nature of the latter; information is often outdated; the methodology and tools used to collect the data may not be appropriate for the purposes of this study. In this regard, desk research is often supplemented by several parallel expert interviews to increase the validity of information.

Field study- search, collection and processing of data specifically for a specific marketing analysis. Any field research is based on primary information, in other words, on newly obtained data to solve a specific problem under study. The main advantages of primary information: data are collected in strict accordance with the exact objectives of the research task; the data collection methodology is strictly controlled. The main disadvantage of collecting field information is the significant cost of material and labor resources.

Depending on the tools (methods) used for collecting field (primary) information, research can be divided into:

quantitative;
quality.

Often, the practical implementation of marketing research requires an integrated approach - the joint use of quantitative and qualitative methods.

market capacity and structure of supply and demand;
sales volumes of market operators;
product development prospects;
the effectiveness of various activities of companies to support and promote the product;
directions for the development of the product portfolio and its individual components;
effectiveness of advertising activities;
efficiency of the distribution network;
consumer reactions to possible marketing actions of the manufacturer.

consumption patterns, purchasing behavior and factors that determine choice;
attitudes towards products, brands and companies;
degree of satisfaction with existing products;
buying intentions.

Qualitative research plays an important role in the development of new products, where these studies allow:

understand whether there is a niche for a new product in the market under study;
identify attitudes towards new products (or product concepts).

The use of qualitative research at the stage of strategic development of the brand concept, providing the opportunity to:

generating a set of ideas regarding the concept of brand positioning;
brand concept evaluations;
generating ideas for the creative implementation of strategic concepts;
assessment of marketing communication elements (name, logo, packaging, TV advertising, etc.)

Information collection methods

Interviews and surveys;
Registration (observation);
Experiment;
Panel;
Expert review.

Interview (poll)- finding out the position of people or obtaining information from them on any issue. A survey is the most common and essential form of data collection in marketing. Approximately 90% of studies use this method. The survey can be oral (personal) or written.

During a written survey, participants receive questionnaires (questionnaires), which they must fill out and return to the destination. Usually, in written surveys, closed questions are used, the answers to which are to choose one of the given ones. Usually, in written surveys, the questionnaire is sent to the target audience by e-mail, mailing list or facsimile. The main disadvantage that limits the use of this method is the long period and low percentage (on average 3%) of the return of completed questionnaires.

Personal (Face-to-face) and telephone surveys are called interviews.

not quite complete control of the understanding and sincerity of the respondent;
there is no possibility to present visual materials (samples, cards with answer options);
unfeasibility of lengthy interviews (on the phone it is difficult to keep the attention of the interlocutor for more than 15 minutes);
in cities with an insufficient level of telephony, it is impossible to obtain a representative sample.

Face-to-face interviews can be formalized and non-formalized.

Hall - tests- These are personal semi-formalized interviews in a special room. As a rule, premises are used in libraries, shops, halls of administrative buildings, etc. The respondent and the interviewer sit down at a table, and the interview takes place in a structured conversation mode. The need for a hall test is usually due to one of several reasons:

testing bulky samples that are inconvenient to carry around the apartment or there is no certainty that the apartment will be able to conduct an interview under normal conditions;
testing is limited to the number of samples;
use of special equipment (for example, TV-video) for demonstration of the tested material;
the interview is conducted in crowded places of potential respondents, but it is difficult and not suitable for talking "on your feet".

Hall tests formally refer to quantitative methods for obtaining information. With qualitative methods, the hall test is related by the fact that information is obtained on a relatively small directed sample (from 100 to 400 people), as well as the fact that the respondent is asked to comment (explain) his behavior. To conduct a hall test, representatives of the target group (potential consumers) are invited to a room ("hall") equipped for tasting goods and / or viewing advertising, where they are given the opportunity to demonstrate their reaction to the tested material and explain the reason for their choice. In the course of answering the questions of the questionnaire, the selection criteria, frequency and volume of consumption of brands of the studied product group are determined. The method is used to evaluate the consumer properties of a new product: taste, smell, appearance, etc. The method is also used when testing brand elements, packaging, audio and video clips, advertising messages (recognizability of an advertising message, memorability, reliability, persuasiveness, understanding of the primary and secondary ideas of advertising, slogan, etc.), etc.).

Experiment- this is a study of the influence of one factor on another while controlling extraneous factors. Experiments are divided into laboratory, taking place in an artificial environment (product test), and field, taking place in real conditions (market test). The main disadvantages of this method are the significant cost and duration, which significantly limits the use of this method in practical research.

Panel- this is a repeated collection of data from one group of respondents at regular intervals. Thus, the panel is a kind of continuous sampling. It allows you to fix changes in the observed values, characteristics. A panel survey is used to study the opinions of consumers of a certain group over a certain period of time, when their needs, habits, tastes, complaints are determined. The disadvantages of using panels are: the "mortality" of the panel, which manifests itself in the gradual refusal of participants to cooperate or the transition to another consumer category, and the "panel effect", which consists in a conscious or unconscious change in the behavior of participants under long-term control.

Expert review- this is an assessment of the processes under study by qualified specialists - experts. Such an assessment is especially necessary when it is impossible to obtain unmediated information about any process or phenomenon. In practice, to conduct expert assessments, the delphi method, the brainstorming method and the synectics method are most often used.

Delphi Method- a form of survey of experts, in which their anonymous answers are collected over several rounds and, through familiarization with the intermediate results, they receive a group assessment of the process under study.

Analysis tools

In the course of processing and analyzing marketing research data, the first step is frequency analysis. The following is a description of the statistical indicators of the studied traits. Among these, the following indicators can be noted:

The mean (arithmetic mean) is the quotient of dividing the sum of all attribute values by their number. It is defined as the sum of the values divided by their number. Describes a collection as a whole. Used only to characterize interval and ordinal scales.

Dispersion- a value equal to the average value of the square of deviations of individual values of features from the average. Used only to characterize interval and ordinal scales.

Average linear deviation- a value equal to the average value of the module of deviations of individual values of features from the average. Used only to characterize interval and ordinal scales.

Standard deviation- a value equal to the square root of the variance. This is a measure of the spread of the measured values. Used only to characterize interval and ordinal scales.

The coefficient of variation is the ratio of the standard deviation to the arithmetic mean. Used only to characterize metric scales.

The minimum value is the smallest value of the variable encountered in the data array.

The maximum value is the largest value of the variable encountered in the data array.

The median is the value of the variable in the population unit that is located in the middle of the ranked series of the frequency distribution. Cuts off half of the distribution row. Used only to characterize metric scales.

The upper quartile is the value of the feature that cuts off 3/4 of the distribution series. Used only to characterize metric scales.

The lower quartile is the value of the feature that cuts off 1/4 of the distribution series. Used only to characterize metric scales.

Mode is the most frequently occurring value of a variable, i.e. the value most likely to be encountered in the array.

Frequency - the numerical value of the attribute (number of respondents' answers). Used for all kinds of scales.

Valid percentage - the proportion of the numerical value of the attribute from total strength aggregates. Used for all kinds of scales.

The second stage of processing and analyzing marketing research data is the description of correlations between the studied variables. Correlation is a measure of the dependence of variables. There are several correlation coefficients that indicate the closeness of the relationship between the variables under study. Correlation coefficients vary from +1 to -1. If the correlation coefficient is -1, then the variables have a strict negative dependence (the higher, the lower), if the correlation coefficient is +1, then the variables have a strict positive dependence (the higher, the higher). It should be noted that if the coefficient is zero, then there is no relationship between the variables. Among the most famous and commonly used correlation coefficients are:

Pearson correlation coefficient
Spearman's correlation coefficient
Cramer's correlation coefficient
Correlation coefficient Phi.

The verification of the put forward research hypotheses is carried out using correlation, dispersion or factor analyses. As a result of the analysis of the data, the proposed hypothesis is confirmed or rejected, which in any case indicates the result obtained.

Conjoint analysis An analysis method that evaluates and compares the attributes of products in order to identify those that have the greatest impact on purchasing decisions. The "Conjoint analysis" method is the best technique for measuring the importance of a factor because it forces the respondent to think not about what is important, but only about his preference. The advantage of the method is the ability to identify latent factors that affect consumer behavior. Using this method, you can select the optimal combination of product properties, leaving the product in an acceptable price category.

Cluster analysis is a set of methods that allow one to classify multivariate observations, each of which is described by a certain set of variables. The purpose of cluster analysis is the formation of groups of objects similar to each other, which are commonly called clusters. With the help of cluster analysis, it is possible to segment the market (for example, identifying priority consumer groups). The application of clustering methods to sharding is based on the following assumptions. First, it is believed that by the values of the variables that describe the properties of consumers, it is possible to distinguish groups of similar consumers. Secondly, it is believed that the best marketing results for product promotion can be achieved in the selected segment. It is believed that more significant for the marketing result, the grouping of consumers into a group, taking into account measures of proximity to each other. To substantiate these assumptions, the method of dispersion analysis is used.

Dispersion analysis. Analysis of variance investigates the influence of one or more independent variables on one dependent variable or on several dependent variables. A method of statistical analysis that allows you to determine the reliability of the hypothesis about differences in the average values based on a comparison of the variances (deviations) of distributions (for example, you can test the hypothesis about the differences between two groups of consumers identified using clustering). Unlike correlation analysis, analysis of variance does not make it possible to assess the closeness of the relationship between variables.

Regression analysis. Statistical method for establishing the relationship between independent and dependent variables. Regression analysis based on the constructed regression equation determines the contribution of each independent variable to the change in the studied (predicted) dependent variable. Often used in marketing to forecast demand.

Factor analysis. A set of methods that, on the basis of real-life relationships of features (or objects), make it possible to identify latent (or hidden) generalizing characteristics of the phenomena and processes under study. The main goals of factor analysis are to reduce the number of variables and determine the structure of relationships between variables, that is, the classification of variables. When reducing the number of variables, the final variable includes the most significant features of the combined variables. Classification implies the selection of several new factors from variables related to each other. In marketing, this method is used in connection with the deepening of the analysis of consumer behavior, the development of psychographics, etc. tasks in which it is necessary to identify clearly unobservable factors.

The results of field studies are large arrays of variables that are quite difficult to process "manually". Today, in the arsenal of researchers there are many software packages that allow you to optimize and simplify the analysis procedure. The most widely used packages are Vortex, SPSS, Statistica.

The "VORTEX" program is intended for:

input of primary information collected in the course of applied marketing or sociological research;
processing and analysis of this information;
presentation of the results of the analysis in the form of tables, texts, graphs and diagrams with the possibility of transferring them to Microsoft Word and other Windows/NT applications.

Information analysis capabilities:

The Vortex program allows you to produce descriptive statistics of the variables under study (calculation of statistical indicators: mean, mode, median, quartiles, variance, standard deviation, coefficient of variation, skew, kurtosis, etc.);
Allows segmentation of consumers according to several characteristics, as well as a description of selected target groups (selection of contexts - sub-arrays of documents for in-depth analysis, for example, only men or only respondents aged 20-25 years).
Using the Vortex program, you can carry out a correlation analysis that allows you to identify the dependencies of the studied factors that affect the marketing result (calculation for two-dimensional distribution tables of Pearson, Gamma, Lambda, Cramer, Yule, Fisher correlation coefficients, X-square criteria, Student, determination of statistical significance) .

SPSS for Windows is a modular, fully integrated, all-in-one software product designed for all phases of the analytical process: planning, data collection, data access and management, analysis, reporting, and dissemination of results. SPSS for Windows is the best software, which allows solving business problems and research problems using statistical methods.

SPSS software allows for frequency analysis, descriptive statistics, correlation analysis, analysis of variance, cluster analysis, factor analysis, and regression analysis.

Using the analytical capabilities of SPSS, you can get the following data:

The most profitable market segments;
Strategies for positioning goods / services relative to similar goods / services of competitors;
Evaluation of the quality of goods / services by customers;
Prospects for development, new opportunities for growth;
Confirmation or refutation of research hypotheses.

Statistica is a universal integrated system designed for statistical analysis and data visualization, database management and custom application development, containing a wide range of analysis procedures for use in scientific research, technology, and business.

Statistica is a modern statistical analysis package that implements all the latest computer and mathematical methods of data analysis. The experience of many people who successfully work with the package indicates that the ability to access new, unconventional methods of data analysis (and Statistica provides such opportunities to the fullest) helps to find new ways to test working hypotheses and explore data.

The Statistica software allows you to carry out the following statistical data processing procedures:

Descriptive statistics;
Analysis of multidimensional tables;
Multivariate regression;
Discriminant analysis;
Correspondence analysis;
cluster analysis;
Factor analysis;
dispersion analysis and much more.