The process of selecting, searching, collecting and analyzing the necessary marketing information. Basic Information Collection Methods
Posted On 03.05.2018
abstract
by discipline " Marketing"
on the topic of: " Information collection methods »
Introduction
Data collection methods in marketing research can be classified into two groups: quantitative and qualitative.
Quantitative Research usually identified with the conduct of various surveys based on the use of structured closed questions, which are answered by a large number of respondents. Characteristic features of such studies are: a well-defined format of the collected data and sources of their receipt, processing of the collected data using ordered procedures, mostly quantitative in nature.
Qualitative Research include collecting, analyzing and interpreting data by observing what people do and say. Observations and conclusions are of a qualitative nature and are carried out in a non-standardized form. Qualitative data can be quantified, but this is preceded by special procedures. For example, the opinion of several respondents about the advertising of alcoholic beverages can be verbally expressed in different ways. Only as a result of additional analysis, all opinions are divided into three categories: negative, positive and neutral, after which it is possible to determine how many opinions belong to each of the three categories. Such an intermediate procedure is superfluous if a closed form of questions is used immediately during the survey.
However, why is a qualitative, "soft" approach often used? Market researchers have found that using large-scale surveys does not always produce consistent results. For example, Procter and Gamble is interested in improving the quality of Tide laundry detergent. To do this, it is more effective to invite a group of housewives and, using the brainstorming method (see the section on expert methods), with the participation of the company's marketers, discuss ways to improve this washing powder (quality, design, packaging, etc.).
Qualitative Research
Qualitative research answers the “how” and “why” questions. This type of research allows you to get very detailed data about the behavior, opinions, attitudes, attitudes of a very small group of people. The data obtained cannot be quantified (with rare exceptions), but gives a good idea of the mindset of consumers. Qualitative research is indispensable in the development of new products, advertising campaigns, the study of the image of firms, brands and other similar tasks.
Main methods of qualitative research:
- A focus group is a group interview conducted by a moderator in the form of a group discussion according to a predetermined scenario with a small group of “typical” representatives of the population under study who are similar in basic social characteristics.
- An in-depth interview is a semi-structured personal conversation between the interviewer and the respondent in a form that encourages the latter to give detailed answers to the questions asked.
- The analysis of the protocol consists in placing the respondent in the situation of making a purchase decision, during which he must describe in detail all the factors that guided him in making this decision.
Focus group
Focus group is a group interview conducted by a moderator in the form of a group discussion according to a predetermined scenario with a small group of "typical" representatives of the studied population, similar in basic social characteristics. The focus group takes place in the form of a group discussion of a question of interest to the researcher; during this discussion, group members, not constrained by the standard interview, can freely communicate with each other and express their feelings and emotions.
Technology. To participate in the focus group, 6-12 people are selected - the most "typical" representatives of the group of people of interest to the researcher, homogeneous in their demographic and socio-economic characteristics, as well as in life experience and interest in the issue under study.
For one and a half to three hours, a trained leader (moderator) leads the conversation, which takes place quite freely, but according to a specific scheme (topic guide prepared before the start of the discussion).
The focus group usually takes place in a specially equipped room with a one-way mirror (because of which the client's representatives can observe the course of the focus group without revealing their presence). Everything that happens is recorded on video and audiotape.
After the discussion is over, the audio and video recordings are analyzed and a report is made. As a rule, 3-4 focus groups are conducted within one study.
Moderator. The focus group is conducted by a qualified specialist whose task is to understand the attitude of the focus group participants to the issues discussed. He must have team management skills as well as general knowledge of psychology and marketing.
Application:
- Generation of new ideas (development of new products / services, packaging, advertising, etc.);
- studying the colloquial vocabulary of consumers and the peculiarities of their perception (for compiling questionnaires, developing advertising text);
- assessment of new products, advertising, packaging, company image, etc.;
- obtaining preliminary information on a topic of interest (before determining the specific goals of marketing research);
- clarification of the data obtained in the course of a quantitative study;
familiarization with the needs of consumers and the motives of their behavior.
Advantages and disadvantages: Among the disadvantages of this method of this method, it should be noted:
- possible non-representativeness (opinions expressed by members of the focus group cannot be considered the opinion of all consumers);
- subjective interpretation of the results obtained (which, however, is always present in qualitative research methods).
The benefits of focus groups include:
- maximum opportunity for the free generation of new ideas;
- a variety of directions for using this method;
- the opportunity to study respondents who, in a more formal situation, are not amenable to study;
- the opportunity for the customer to participate at all stages of the study.
In-Depth Interview
In-Depth Interview - a semi-structured personal conversation between the interviewer and the respondent in a form that encourages the latter to give detailed answers to the questions asked.
The interview takes place in the form of a free conversation on a topic of interest to the researcher, during which the researcher receives very detailed information from the respondent about the reasons for his actions, about his attitude to various issues.
Technology. Preparing the structure of the conversation. Before starting a series of interviews, the researcher prepares a plan according to which the interview will be conducted. Unlike a regular survey, an in-depth interview plan is simply a list of questions on which the interviewer needs to get the opinion of the respondent.
Selecting respondents and conducting interviews. After preparing the interview plan, respondents are selected and the interviews themselves are conducted. The duration of an in-depth interview can be from half an hour to several (2-3) hours, depending on the complexity of the topic, as well as the number and depth of the issues being studied. As a rule, in-depth interviews are conducted in a special room with a neutral environment and good sound insulation, in order to avoid any external interference. The interview is recorded on audio and / or video equipment to facilitate subsequent interpretation and analysis of the data, and also in order not to lose important information.
Processing the results of the interview and compiling an analytical report. After the interview is completed, its audio and/or video is processed, as a result of which the researcher receives the full text of the entire interview. Based on these texts and the impressions of the interviewer, an analytical report is compiled.
Interviewers. The success of an in-depth interview largely depends on the professionalism and personal qualities of the interviewer. To conduct an interview, you need a qualified specialist, preferably with a psychological education. He must have the skills to establish contact with people, a good memory, the ability to quickly respond to non-standard answers, and patience. During the interview it is impossible to exert psychological pressure on the interviewee, to argue with him.
Application. As a rule, in-depth interviews are used to solve the same tasks as focus groups, namely:
- study of consumer behavior, their attitude to goods, companies, brands;
- development of new products, evaluation of the concept of a new product (its packaging, advertising campaign, etc.);
- obtaining preliminary consumer reactions to various marketing programs.
An in-depth interview should be used instead of a focus group in the following cases:
- the topic of the interview involves the discussion of purely personal topics (personal finances, diseases);
- interviews are conducted with representatives of competing organizations who do not agree to discuss this topic in a group;
- a topic is discussed in which there are strict social norms, and the respondent's opinion may be influenced by the response of the group (paying taxes, etc.);
it is impossible to collect all respondents in one place and at one time (the respondents are small, distant from each other and/or very busy).
Advantages and disadvantages. Main limitations methods of in-depth interviews are associated with the difficulty of finding interviewers. First, conducting in-depth interviews requires skilled professionals who are not easy to find. Further, the quality of interview results is strongly influenced by the personality and professionalism of the interviewer. And, finally, the complexity of processing and interpreting the data obtained during the interview, as a rule, requires the involvement of psychologists for their analysis.
Currently, many methods and tools for conducting Analysis are known, for example: brainstorming, Event Tree analysis, cause-and-effect diagram (Ishikawa diagram), matrix diagram, Five Whys method, various statistical and other analytical methods.
A simple, well-designed and understood method is likely to provide better results than a more complicated procedure that is not methodologically well developed or not well understood by the organization's personnel.
A detailed discussion of the methods and tools of Analysis is beyond the scope of this article.
The Analysis Method should be:
- scientifically sound and consistent with the complexity and nature of the analyzed system;
- present the results in a form that provides an understanding of the nature of the risk and ways to control it;
- typical and have properties that enable traceability, repeatability and controllability.
It is advisable to provide justification for the choice of method in terms of its relevance and suitability. If there is doubt about the appropriateness and suitability of a method, its results should be compared with those of alternative methods. At the same time, the results of the Analysis should be comparable.
The methods used to assess the level of risk may be quantitative and/or qualitative. Quantitative analysis is not always possible due to the lack of information about the system or activity being analyzed, the absence or lack of data on failure (accident), the influence of the human factor, etc.
Under such circumstances, a comparative qualitative risk ranking by experts well informed in the field may be effective. Where qualitative rankings are carried out, there should be a clear explanation of all terms used and the rationale for classifications of frequencies and risk effects should be recorded. When a full quantitative risk assessment is carried out, it should be taken into account that the calculated risk values are estimates and care should be taken that their accuracy is consistent with the accuracy of the data and analytical methods used.
A detailed discussion of the risk analysis algorithm and methods for its implementation is given in the ISO 31000 series of standards and is beyond the scope of this article.
Methods for collecting and analyzing sociological data.
⇐ Previous12345678910
There are four main methods of empirical sociological research: document analysis, observation, survey, and social experiment.
Document analysis. In sociology, a document is a specially created object designed to transmit and store information. According to the method of recording information, handwritten and printed documents, recordings on film and photographic film, and magnetic tape are distinguished. Depending on the status of the source, official and unofficial documents are distinguished.
Official documents: government materials, resolutions, statements, communiqués, transcripts of official meetings, state and departmental statistics, archives and current documents of various institutions and organizations, business correspondence, minutes of the judiciary and prosecutors, financial statements and the like.
Informal documents - many personal materials, as well as impersonal messages left by private individuals. Personal documents are: individual records (library forms, questionnaires, forms); characteristics given to this person; letters, diaries, memoirs. Impersonal documents - statistical or event archives, press data, minutes of meetings, and so on.
The analysis of documents provides reliable social information, often acts as an additional method of collecting primary sociological information in order to clarify, enrich or compare the results of an observation or survey, and verify them.
All the variety of ways to analyze documents comes down to two main groups: traditional and formalized. Traditional analysis refers to the whole variety of mental operations aimed at interpreting the information contained in a document. This method is used everywhere and consists in the fact that the researcher, as it were, extracts from the document the information he needs to solve a specific problem.
In applied sociology, a formalized method has been developed and is actively used: content analysis. Its essence lies in the translation of textual information (features, traits, properties) into quantitative indicators that would necessarily reflect the essential aspects of their content. Such information lends itself to statistical processing, allows you to summarize the set of indicators contained in various documents, that is, "translate" the qualitative content of documents into quantitative ones.
Observation in sociology. An important method of empirical research is observation, which gives a direct registration of events either "from the outside", or by means of active inclusion in the communities and actions under study (member observation), or by direct initiation of social actions (stimulating observation). When observing from the outside, the researcher registers the phenomena or events provided for by the program without interfering with them. As an included observer, he fixes the attitude to events not only of the participants in the activity, but also his own.
Characteristic features of sociological observation are systematic, planned and purposeful. There are some features of observation.
The first feature is the connection of the observer with the object of observation. The sociologist observes society, social phenomena and processes, acting simultaneously as a particle of this society, which leaves an imprint on his perception of social reality, as well as on the understanding of the processes and phenomena that he observes.
The second feature is that the observer cannot be deprived of emotional perception, which is one of the sources of possible distortion of observational data.
The third feature is the difficulty of repeated observation, since social processes are in constant development.
2.2. Information collection methods
Therefore, only careful and repeated observation can provide reliable information.
The main advantage of observation is that this method allows you to directly study the interactions, connections and relationships between people and make reasonable empirical generalizations on the basis of this, however, in such generalizations it is more difficult to establish patterns in the phenomenon, to distinguish between chance and necessity in social processes. Therefore, sociological observation should be used in combination with other methods.
The most common method of sociological research is a survey, which is used in cases where the problem under study is not sufficiently covered in documents and literature, or observation.
It is necessary when studying the state and level of development of public opinion and consciousness, socio-psychological factors. It can also provide information about people's needs, interests, motivations, moods, values, and beliefs.
There are two main forms of survey: interview and questionnaire. An interview is a conversation conducted according to a specific plan, involving direct contact between the interviewer and the respondent. It is based on ordinary conversation, but at the same time the goals are set "from outside" by the program of sociological research. The specificity of the interview is that the completeness and quality of the information received depend on the degree of mutual understanding, the contact of the interviewer with the interviewee (respondent).
When formulating questions and possible answers during the interview, certain rules must be followed: 1) questions and answers should be formulated as briefly as possible; 2) avoid polysemantic words; 3) not to combine different circumstances in one issue; 4) give preference to simple forms of presentation.
The second method of the survey is questionnaire. This is the most common method of collecting information and involves the registration of answers by the interviewee himself. The survey is based on a questionnaire. Questionnaire - questionnaire. Questionnaire questions should be formulated as clearly, accessible and unambiguously as possible. A series of questionnaires provides information on a single research question.
Promising areas of using questionnaires and interviews include their use in combination with other methods: testing, with the help of which such parameters as the level of intelligence, professional orientations, professional suitability and the like are studied; linguo-sociological procedures that are intended for the analysis of political culture, awareness; sociometric procedures, on the basis of which the informal structure of any social team is determined, the problems of leadership, group cohesion, conflict situations and ways to resolve them are studied.
The purposeful use of sociometric methods makes it possible to significantly deepen theoretical conclusions about the processes of development and functioning of social groups, and on the basis of the data obtained, to achieve practical results in the acquisition of teams, in increasing the efficiency of their labor and social activities.
One of the ways to obtain information about the quantitative and qualitative changes in the performance and behavior of a social object as a result of the impact on it of some manageable and controlling factors is a social experiment, which involves the direct intervention of the researcher in the real course of the event.
There are certain types of experiments. First, according to the nature of the objects, experiments are divided into economic, pedagogical, legal, aesthetic and others. Secondly, according to the specifics of the tasks, research and practical experiments are distinguished. In the course of a research experiment, a scientific hypothesis is tested that contains information that has not yet been proven. Thirdly, according to the nature of the experimental situation, experiments are divided into field (the object is in the natural conditions of its functioning) and laboratory (the object and the situation are formed artificially). Fourth, according to the logical structure of proving hypotheses, a distinction is made between a linear and a parallel experiment.
Primary sociological information requires special knowledge and certain efforts to process and analyze it. To process sociological information means to present it in the form of tables, graphs, diagrams that allow interpreting the data obtained, analyzing them and identifying dependencies, drawing conclusions, and developing recommendations.
⇐ Previous12345678910
Related information:
Site search:
Marketing research, role and importance, stages of implementation. Methods for collecting, processing and analyzing information
Previous1234567891011121314Next
Marketing research is a systematic search, collection, analysis and presentation of data and information related to a specific market situation that an enterprise has to face. Goals of marketing research: Search purposes - collection of information for a preliminary assessment of the problem and its structuring; Descriptive goals - description of selected phenomena, objects of study and factors influencing their state; Causal goals - testing the hypothesis about the presence of some cause-and-effect relationship; Test goals - selection of promising options or assessment of the correctness of the decisions made; Forecast goals - prediction of the state of the object in the future. The principal feature of marketing research, which distinguishes it from the collection and analysis of internal and external current information, is its targeted focus on solving a specific problem or a set of marketing problems. Each firm independently determines the subject and scope of marketing research based on its capabilities and needs for marketing information, so the types of marketing research conducted by different firms can be equal.
Information collection methods (page 1 of 3)
The basic principles of marketing research are as follows: - consistency; - complexity; - regularity; - objectivity; - accuracy; data. The following methods are used to collect primary information: - survey; - observation; - focusing; - experiment; - imitation. 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: development of the research concept, search and collection of information; data processing; preparation of the final analytical note (report). Types of research: 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, research is divided into: desk; field. Data collection is the most time-consuming and expensive stage of marketing research and requires special punctuality Emphasis should be placed on the study of published materials, reports and other available and relatively cheap sources information obtained in this way is significantly higher Direct consumer surveys (personal interviews) - the most expensive method of data collection It can be replaced cheaper - mailing questionnaires and telephone surveys The last two methods provide, however, less accurate information. , on the one hand, in terms of costs, on the other - the usefulness, reliability of the data obtained. The next stage of marketing research is to analyze, evaluate and interpret the collected data in order to obtain the most effective information. Here we can highlight: firstly, obtaining the corresponding days of average data and variance (bias), and secondly, compiling combination tables to clarify complex relationships , thirdly, the calculation of the correlation coefficient and correlation relationships (the degree of closeness of the relationship between indicators and factors); fourthly, conducting a multivariate analysis of data using such statistical methods as regression, correlation and factor analysis, etc. Analytical work is very time-consuming, and for its implementation it is necessary to use computer technology. Based on the data obtained, conclusions are drawn regarding the main trends in market balance and a forecast of further sales prospects. In this case, it is advisable to use the experience of Western firms. For example, American scientists recommend three main methods for analyzing the situation on the market.
A survey is a method of collecting data by means of a researcher's oral and written appeal to respondents with questions, the content of which highlights the problem. A question is a statement of the researcher addressed to the respondent and requiring an answer from him.
SURVEY METHODS - Questioning and interviews.
Questioning - a written survey of respondents through a questionnaire.
The structure of the questionnaire includes an introductory part with instructions and a statement of the purpose of the study, a main part with a questionnaire, and a passport containing the socio-demographic data of the respondents. A survey during a survey can be handout, mail, telephone, press, sociometric (analysis of interpersonal relations in a small group), expert - a survey of specialists on the problem.
An interview is a conversation between a researcher and a respondent. Types - free, non-standardized interview; standardized, formalized interview (interview on a fixed questionnaire and plan); focused - the study of public opinion about a specific fact; deep - clarification of public opinion on a wide range of issues.
Observation - visual and auditory registration by the researcher of events and conditions in which they occurred . Types - formalized (object, subject, composition of elements are defined) and non-formalized (only the object of observation is defined, but not events); included (the sociologist participates in events, hidden and open) and not included (the researcher does not interfere in events); field (in the natural environment) and laboratory (in the artificial environment and controlled conditions); systematic (consecutive observation according to the schedule).
Experiment - obtaining information in controlled and non-standard conditions for an object, about the dynamics of its control properties. Types - field (the impact of an experimental factor on an object in a real social situation), laboratory (an experimental factor in an artificial situation), mental (an experiment based on information about a phenomenon, its modeling).
Document analysis is the extraction of information from documentary sources in the study of phenomena in order to solve certain research problems. Content analysis is a document analysis method based on the standardization of procedures for studying the content of a text.
test questions
1. What is sociological research?
2. What types of sociological research are distinguished?
3. How is the program of sociological research compiled?
4. What is a sample?
5. What is sample representativeness?
6. What is the difference between the concepts of "general population", "sample population"?
Topic 15. Methods of processing and analyzing information.
1. Processing and analysis of sociological information.
2. Scientific description of the data, reporting.
1 . Processing and analysis of sociological information. The final stage of sociological research involves the processing and analysis of data obtained during the study.
What is data in sociology? Data- this is empirical sociological information collected, formalized and structured in the process of research. Formalization- this is a set of procedures for sampling, access to sociological information, its fixation and measurement. Structuring includes the definition of a list of measurement indicators (they are called variables), as well as a list of objects that need to be examined (sample).
Data processing includes the following activities:
1. Editing and coding information. The goal is to check and formalize information: methodological tools for accuracy, completeness and quality of filling, rejection of poorly completed questionnaires. If the respondent does not answer more than 20% of the questions, then the questionnaire is excluded as of poor quality.
Information encoding - translation into the language of formalized data processing.
2. Statistical analysis- revealing some hidden statistical patterns, highlighting the most significant relationships between variables, allowing you to draw conclusions and generalizations. The main methods of statistical data processing include:
1) factor analysis is the identification of factors that allow you to present part of the information in a convenient form. For example, generalized characteristics of personality behavior, defined as its features.
2) cluster analysis - the selection of the leading feature and the hierarchy of the relationship of features.
3) analysis of variance - the study of one or more simultaneously acting and independent variables for the variability of the observed trait. An observed feature can only be quantitative, while explanatory features can be quantitative and qualitative.
4) regression analysis - identification of the numerical dependence of the average value of changes in the effective attribute (explained) on changes in explanatory variables (attributes). The goal is to understand how the average value of one attribute changes when another attribute changes by one.
5) latent structural analysis - the study of the manifestations of complex relationships of directly unobservable characteristics of social phenomena (the internal structure of the relationship between features).
6) multidimensional scaling - identification in the form of a visual assessment of differences or similarities between objects described by a large number of different variables. Differences are represented as the distance between the estimated objects in a multidimensional space.
A simple form of data generalization is their grouping - combining, according to essential features, units of the object under study into homogeneous aggregates. The procedure requires the division of heterogeneous phenomena into homogeneous ones; finding common and similar phenomena; determination of signs of differentiation of types, the interval of transition from one type to another.
There are such types of groupings:
1. summation of homogeneous features to determine the absolute number of their manifestations in the studied population.
2. ranking - grouping of population units depending on the increase or decrease of the studied trait.
3. scaling- on the basis of logically distinguished features using a pre-developed ordinal or interval scale (three-dimensional; multidimensional; two-sided (interested / not interested)). Each point of the scale is given a specific numerical designation.
4. tabulation - construction of statistical tables (summary of data by years regarding the situation, etc.).
The first of these principles is the coordination of interpretation with the original theoretical model of the studied social phenomena and processes, constructed in the program of sociological research.
The second important principle is the principle of complementarity, which consists in the fact that in the process of interpreting the data obtained, substantive considerations that are not reflected in the interpretation of the initial data are embodied, because without this there can be no new sociological knowledge about the social object under study, and the study itself loses its meaning.
The third principle is a deep understanding of the social essence of each element (attribute) of the object under study identified in the process of statistical analysis from the point of view of the “substantive consequences” of its interaction with other obvious and latent signs and factors.
The fourth principle is verification based on a qualitative analysis of the initial hypotheses by correlating them with the conclusions obtained, for their confirmation or not confirmation (refutation). Most often, to test hypotheses in sociological research, statistical methods are used (calculation of average values, coefficients of interdependence, etc.), which makes it possible to obtain probabilistic estimates of the validity of hypotheses put forward, their confirmation/unconfirmation.
2. The results of the study are reflected in the report - the final document. The data obtained in the process of applied sociological research in the process of analysis, generalization and comprehension are included in a certain social context, determined by the essential features and trends of the studied social phenomenon or process. Such “inclusion” constitutes the social background against which, from the interpretation, typology and comparison of the obtained empirical data, theoretical generalizations and conclusions are built, recommendations are formulated for improving the managerial impact on the studied social objects. This is the final stage of sociological research - the preparation totalfirst report and subsequent providing it to the customer.
The report should contain: title page, list of performers, abstract, content, list of symbols and symbols, introduction, main part, conclusion, list of references, appendix.
Analysis and generalization of the results of sociological research create the possibility of implementing a sociological foresight, those. probabilistic prediction of possible options for the development of social processes and phenomena. The main form of concretization of foresight is social forecasting. Forecasting- this is a scientific study of the prospects for the development or possible state of the object under study and, on this basis, a forecast of its most probable change in the future.
Practical implementation of the results of sociological research is carried out by joint, preferably well-coordinated and coordinated actions, carried out both by specialists who developed the program and tools, as well as those who carried out the study itself, and by customers - the administrative apparatus of state bodies, institutions, heads of private firms, banks, public organizations, etc. Only in this case they will bring the expected and serious practical effect. This is the main channel for the practical implementation of the results of sociological research.
What do guests think of your service? As a middle manager, general director, or, even more so, a hotel owner, how often do you hear guests' opinions about the quality of the services you provide? What ways can allow you to have a dialogue with your guests and understand what needs to be improved or a complete review of processes? Frontdesk.ru formed the basic principles for collecting information in a hotel and methods for processing it.
Any collection of information about guest satisfaction is a small market research. The specifics of the hotel business does not allow the use of traditional qualitative methods - focus group surveys, in-depth interviews or other measurements that are acceptable in classical marketing. As a result, quantitative research becomes the main source of information - namely: observation, experiment, survey. And if observation gives the least effect, because in the presence of a manager, the hotel staff behaves differently, then experiments and surveys are more accurate and closer to reality.
observation.
The natural reaction of any subordinate to explicit control by the manager is mobilization. And it is quite expected that without the presence of the "watcher" the quality of work may decrease. Obviously, constant control over line personnel is impossible. If the supervisor will control the process of cleaning the room all the time, the number of supervisors should be equal to the number of maids. As well as the head of the Front Desk cannot always be next to the receptionist when communicating with the guest. Thus, observation can only be a superficial method of collecting information, and only on condition of its anonymity.
Interview
When collecting primary data, questionnaires or mechanical devices can be used. The questionnaire is the most common research tool for collecting primary data. The most modern solution is electronic questionnaire for hotel guests. In a broad sense, a questionnaire is a series of questions to which the respondent must provide answers. The questionnaire requires careful design, testing and debugging before it can be used. When developing a questionnaire, special attention should be paid to the form of questions, their sequence and wording. It is not desirable to include questions that do not want to be answered or that do not require an answer. Researchers
marketing there are two types of questions: closed and open. A closed question includes all possible answers, and the respondent simply chooses one of them. An open-ended question must be answered in your own words. Open-ended questions provide more information because the respondent is not bound by a specific answer and are especially useful in the exploratory phase of the research. Answers to closed questions are easier to interpret and tabulate.
The wording of questions should be simple, unambiguous, not affecting the answer. The first questions should be as interesting as possible to the interviewee. Difficult or personal questions are best left at the end.
Experiment
In addition to questionnaires, various kinds of mechanical devices are used, for example, a special apparatus with which you can determine which color is perceived best by the eye or an apparatus that records all the TV on and off and channel numbers.
There are also various ways to communicate with the audience, namely: telephone interviews, questionnaires sent by mail, personal interviews, group interviews. To collect data on the level of service at the enterprise, a number of methods are used, including, for example, test purchases for subsequent comparison, hidden purchases, analysis of complaints and suggestions, service audit teams, etc. The method of expert assessments, which involves contacting the team
experts - people who are most competent on the issues under study. During such a study, selected and trusted experts complete a questionnaire. It should be noted that the appeal to experts to determine the level of quality of hotel services is
absolute norm for foreign hotel business. For example, in international hotel corporations there are so-called "controllers
quality”, which, armed with checklists, evaluate this hotel from the point of view of a professional. However, the presence of controllers to ensure the high efficiency of the hotel is usually not enough for the following reasons:
1. Such a concept as “quality of hotel services” cannot be defined only from the point of view of a hotel industry specialist. It needs to be looked at through the eyes of the client;
2. only constant, progressive observance of quality standards can actually localize the tendency to increase or decrease its level;
3. The path from the occurrence of a possible problem to its elimination according to the system of “quality controllers” is long and unproductive. Of the totality of possible methods of analysis, one of the most promising is the scoring method. It can be used not only for
analysis, but also for planning and forecasting. There is a general methodology for the scoring method, which in a formalized version can be represented as follows:
Formulating the purpose of the expert analysis;
Determination of a group of specialists providing for the examination;
Development and provision of expert analysis;
Formation of a group of experts participating in the examination;
Development of a questionnaire with the formulation of questions;
Conducting a survey.
The choice of method of communication with the audience depends on the goals and objectives of the study. All of these methods are good in their own way. The next stage of marketing research is the extraction of the most important data and results from the information received. These obtained data are summarized in tables and processed using statistical data.
techniques. The researcher should strive to ensure that the results of marketing research provided by him are clear and with the least number of uncertainties. These results will enable marketing managers to make more informed decisions. For example, the results of several independent studies help hotel managers develop services for regular business travelers. Master Card conducted a study where the question was posed "Given equal conditions of location, price and cleanliness of the hotel, what other factors are most important in making a decision?". The following results were obtained:
Availability of a restaurant - 32%
Service quality level - 22%
Room furnishing - 10%
Contingent of guests - 11%
Availability of simulators and equipment for recreation - 12%
Previous experience - 10%
Security - 3%
Thus, a company, in this particular case a hotel, interested in increasing the number of business travelers and retaining the number of regular business travelers, having the data of this study, can work to improve the quality and expand the range of services that business travelers pay more attention to. Obviously, it is important not only to conduct marketing research, but also its results are important. Therefore, it is necessary to compare the objectives of the ongoing marketing research and its results.
When conducting a quality analysis, it is necessary to be guided by the principle that the client's opinion about the quality of the hotel services provided is fundamental. Based on this, the questionnaire method should become the main method of collecting data necessary for conducting quality analysis.
A careful approach to the development of the questionnaire is required. First of all, the questions of the questionnaire should focus on the list of essential properties of hotel service, on the interested perception of which the hotel company expects the guest and focuses its activities. The questionnaire survey will make it possible to focus on the consumer, since it is the consumer who acts as the main auditor of the level of quality of the services provided. Its quality function should be the main source of information for making managerial decisions. A well-developed and correct system of questionnaire survey of consumers will make it possible to establish effective feedback from participants and service consumers based on the results of ongoing innovations. Innovation in this case refers to all innovations in service - both new services and improvements introduced into established service processes. In order to improve the quality of hotel services, it is also necessary to systematically conduct self-assessment of service - questioning of personnel. In order to take the first step - to determine the scale of quality - it is necessary to apply all forms of standardization related to quality. Well-defined quality standards, which are related to the scope of work, working conditions, the level of training of personnel, must be realistic and achievable in order to form the basis of all subsequent improvements.
2nd stage: Asking quality questions. Here, the sphere in contact with customers and the services of the Back Office, or the sphere of management and service of the hotel enterprise, should be distinguished. The opinion of customers about the quality of service should be studied on the basis of in-house questionnaires. The service sector of the hotel enterprise, including warehouses and storage facilities, technical services, etc., is controlled for quality using special quality sheets (internal production standards).
3rd stage: Control. Actions. Grade. Questionnaires and quality check sheets should form the basis for the development of training programs for service personnel. The work of the hotel staff should be focused on improving quality, quality should be seen from the guest's point of view. On the other hand, the quality control program contributes to better interaction between hotel departments. In any case, the top management of the enterprise should be advised to consider the quality problem that has arisen from the position of “why it happened”, and not from the position of “who is to blame”.
4th stage: Setting quality goals in the marketing plan. In the annual marketing plan, in addition to the analysis of market conditions, one should also reflect the analysis of one's own production, first of all, the state of the quality of service at this enterprise. As part of the planning of the company's activities, the quality standards of the hotel's work should be determined, which are set in the marketing plan as the ultimate goal and controlled by the most severe critic - the client.
These recommendations will allow the hotel to provide a timely analysis of the quality and level of consumer satisfaction, earn money and implement quality standards for the services offered, and therefore provide better customer service compared to competitors. These measures, if properly implemented, will give the hotel a competitive advantage, which in turn will affect the results of financial activities and increase the return on invested capital.
24.03.12Marketing 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
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:
- office;
- field.
However, in practice, field and desk research complement each other, solving their specific range of issues.
Desk research is the 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 is the 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. The belief 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;
- 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.
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, satisfactions, 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;
- 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.)
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 marketing information are:
- Interviews and surveys;
- Registration (observation);
- Experiment;
- Panel;
- 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, in written surveys, the questionnaire is sent to representatives of the target audience, by means of 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.
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 scheme for conducting a survey (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 underlying 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 interviews 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 issues 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;
- 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 complex and not suitable for a conversation "on the legs".
Hall - tests formally refers to quantitative methods for obtaining information. With the qualitative methods of the hall - the test has in common that the 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.).
A group non-formalized interview (focused interview, focus group) is a group discussion of issues of interest by 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, overtly or hidden from the observable, events or special moments associated with the behavior of the object under study. 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 selection. 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 is manifested in the gradual refusal of participants to cooperate or the transition to another consumer category, and the “panel effect”, which consists in the conscious or unconscious change in the behavior of participants who are under long-term control.
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 familiarization with the intermediate results, they receive a group assessment of 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.
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 is a value equal to the mean value of the squared deviations of individual feature values from the mean. Used only to characterize interval and ordinal scales.
The average linear deviation is 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.
The standard deviation is 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 (the number of respondents' answers). Used for all kinds of scales.
Valid percentage - the proportion of the numerical value of the trait in the total population. 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 product attributes 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 you 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 significant arrays of variables that are quite difficult to process by the "manual method". 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 you to segment consumers according to several criteria, 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, feature-rich software product designed for all phases of the analytics process: planning, data collection, data access and management, analysis, reporting, and dissemination of results. SPSS for Windows is the best software for 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, engineering, and business.
Statistica is a modern statistical analysis package that implements all the latest computer and mathematical methods for 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.
May be secondary or primary. In the second case, the information was obtained in the course of a survey (observation) first-hand. In the first case, the source is already published material.
Methods for collecting sociological information include: survey, observation, analysis of documents.
The latter technique means the use of any information recorded in the text (handwritten or printed), sound recordings, photo, film, video materials. This method includes and is used in the study of information created in various areas of public communication. All documents are divided into four types. The first includes written materials - archival information, press materials, personal documentation. The second type are iconographic documents. These include paintings, videos, photographs. The next type are statistical documents. They are presented in digital form. The last, fourth, type of documents includes phonetic data. They are sound recordings.
Observation and polling are fairly common methods of data collection.
It should be noted that with a fairly wide application, these techniques (individually) are not the main ones in the study. Often the methods are used in combination.
One of the advantages of observation as a research technique is the presence of a direct personal contact of the researcher with an object or phenomenon. Sociological observation is carried out in natural conditions for the subject being studied. Thus, the researcher has the opportunity to obtain primary information. In the process of studying, registration of occurring phenomena is carried out.
Depending on the degree to which the researcher takes part in the process, included and simple observation are distinguished. In the second case, the researcher captures everything "from the outside", not participating in the ongoing phenomenon or the activities of the group being studied.