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Yvonne McGivern, The Practice of Market Research, 3rd Edition, © Yvonne McGivern 2009

Lecture 7

Collecting quantitative data

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Topics covered

– Recording data– The interviewer– Training and briefing– Types of interview– Issues in data collection– Panels– Omnibus surveys– Observation

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Recording data

On standardised, structured ‘forms’– Interview schedules– Questionnaires– Diaries

Administration– Self completion or interviewer-administered– Pen and paper (PAPI) or computer aided

(CAPI, CATI, CASI, CAWI)

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The interviewer

Tasks– Contact sample – Get participation – NB Code of Conduct– Administer interview

Skills– Good interpersonal skills– Sound knowledge/understanding of

• Data collection and research process• Responsibilities under Data Protection Act • MRS Code of Conduct/ESOMAR Code

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Interviewer training and briefing Key to reliability (and validity) Need to achieve uniformity of approach

– Familiar and comfortable – Read out questions in standard way– Probe in consistent and standard way– Record answers accurately– Record answers exactly

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Types of interview 1

Face to face – In home/at work (1 hour)– In street (10 minutes)– In central location (25 minutes)

Advantages– Quality, response rate, flexibility, complexity

Drawbacks– Cost, coverage, representativeness, social

desirability bias

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Telephone (15–20 minutes)– Specialist telephone centres, CATI technology

Advantages– Anonymity(Secrecy), coverage, sampling, speed,

cost

Drawbacks– Coverage (tel ownership, mobiles, internet),

interaction, lack of complexity or use of stimuli

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Self completion– Postal, email, web

Advantages– Coverage, anonymity, lack of interviewer

bias, easy to set up. Drawbacks

– Need sampling frame, response rate, control, interaction

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Issues in Internet data collection Suitability of method for topic Representativeness of sample

– Sample frame, response rate, non-response bias

Data quality Technical concerns

– PC/phone access, firewall, speed/bandwidth, OS, server capacity

Design/layout

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Improving response rate

All methods– Topic of interest and relevant to sample– Well-designed questionnaire– Good introduction– Well-briefed/trained interviewers– Incentives

Postal/email– Pre-notification, covering letter, sponsorship,

reminders

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Panels

Collect ‘longitudinal data’ from representative population– Same pool over time– On continuous or regular basis

Use– What, how many, how much, how long, where– Changes – short and long term

• Reaction to price changes, brand share

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Use of panels

Consumer panels– Households, motorists, older people, etc.– Use: market characteristics, brand share,

media usage Retail panels

– Retail outlets – shops– Use: stock held/out of stocks, brand

coverage, rate of sale, promotions, price, distribution and sales patterns

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Omnibus surveys

Buy space for own questions– Entry fee plus fee per question

Used to gather– Cross-sectional and longitudinal data

Advantages– Cost effective for up to 8 questions– Short notice and speed– Good quality data

Disadvantages– Position effects (beginning or end of the interview)– Not good for Open-ended data.

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Observation

Structured techniques– In person– Electronically

Examples– Mystery shopping – Retail audit

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Application: mystery shopping

Trained observer poses as everyday shopper

Goes through shopping experience At end – completes questionnaire, e.g.

– Length of time in queue– Service points open– Greeting/exchange with staff member– Handling of questions, etc.

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