MARKETING PREPARED BY MS DALE 2 3 PRIMARY

MARKETING PREPARED BY MS. DALE 2. 3 PRIMARY DATA

AGENDA q Attendance q Lesson on Primary Data 2 q Classwork Questions

PRIMARY RESEARCH Before we begin Primary Research, let’s watch the following video about Domino’s Pizza and their use of primary research in order to better their product. 11 January 2022 3 Respond to the questions on Worksheet 2. 2 as best as you can.

PRIMARY DATA Primary data is information collected by a researcher or the marketer for a particular purpose q qualitative __________________________________ q quantitative _________________________________ 11 January 2022 4 q There a number of techniques of collecting primary data:

PRIMARY DATA 1. ________ is used to determine how well a product might sell 11 January 2022 5 • a limited quantity of a product is introduced into a test market that is _______________(city that represents the “typical Canada”) • sneak previews of movies are an example - Free 2 nd movie • new products may be placed in stores and records kept of sales

PRIMARY DATA 2. ________________ • ___________– popularity of products • ______________– seasonal variations • _______________ – indicate peak ordering times and downtimes 11 January 2022 6 Companies can develop consumer databases to track personal data and purchasing records for every customer – _____________ (think – Shopper’s customer loyalty card)

PRIMARY DATA 3. ________ a set of carefully planned questions that are used to gather data. 11 January 2022 7 • Most use closed-ended questions (yes/no, agree/disagree, select a-d, rate on scale 1 -10) • The more simple the survey the better • _____________ – representative sample (everyone has an equal chance of being chosen so bias is reduced) • Larger samples will not improve results a smaller accurate and representative sample is best

PRIMARY DATA 4. ___________ – researchers collect information by recording the actions of a consumer without interacting with that person • it is often more expensive but less ______ • not generally effective in large groups • Ex – security video cameras, eye-tracking devices 5. ________________ 11 January 2022 8 • carefully selected individuals are representative of the larger population

CONSTRUCTING QUESTIONNAIRES q When conducting primary research there a few factors to consider. 11/1/2022 BMI 3 C Introduction to Marketing 9 q Here are some things to consider…

CLOSED VS. OPEN-ENDED QUESTIONS • Questions can be either “closed” or “open-ended”. – A closed question offers a limited set of response options and supports quantitative analysis. – An open-ended question allows the respondent to generate a freeflowing response and is more qualitative. __________ What is your marital status? 1. single (never married) 2. married / common law 3. separated 4. divorced 5. widowed __________ What do you like best about this product?

PLANNING FOR “THE DITCH” • In developing a questionnaire, and in developing questionnaire items, it is important to _______________________________. • More formally, this means that the response options should be ___________ – that is, they should cover all possible options. • For example, what is wrong with the questions on the next slide?

EXAMPLES CUSTOMER SATISFACTION How satisfied were you with the CD you purchased most recently? Were you … (circle one choice) 1 Very satisfied 2 3 4 5 Somewhat Neither Somewhat Very satisfied nor dissatisfied TELEVISION VIEWING About how many hours of television do you watch per week? 1 to 5 6 to 10 11 to 20 21 to 30 31 to 50 more than 50 hours

REAL-LIFE EXAMPLE For each of the items below, circle one choice to show the Big Superstore compares to Shopper’s Drug Mart. Much better than Shopper’s Drug Mart Much worse than Shopper’s Drug Mart Layout of the aisles 1 2 3 4 5 Courtesy of staff 1 2 3 4 5 Availability of products you want 1 2 3 4 5 Prices of items you want 1 2 3 4 5 Your comments?

DESIGNING A RESEARCH INSTRUMENT q Complete Worksheet page 69 then read the following article about developing questionnaires. • Now, your job is to design a questionnaire. • Each student must complete his or her own questionnaire, but you should try to collaborate with other students to check your work as you progress. • Follow these steps: 11/1/2022 BMI 3 C Introduction to Marketing 14 – Choose a research topic (question), and identify the objectives. Write these down! – Select a quantitative research technique, such as individual interviews or a survey. – Develop a questionnaire with at least 10 questions. – Have another student complete your questionnaires and make suggestions for improvement.

REVIEW KEY POINTS FROM LESSONS HOMEWORK / ASSIGNMENT q Secondary Researchq Ensure your notes are Data complete Sources How to collect it Advantages Disadvantages q Primary Research Data • • 11 January 2022 Sources How to collect it Advantages Disadvantages q Complete Worksheet 2. 2 q Complete worksheet pages 66 -69 15 • •