Sources of information

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1 MARKETING RESEARCH FACULTY OF ENGINEERING MANAGEMENT Ph.D., Eng. Joanna Majchrzak Department of Marketng and Economc Engneerng Mal: Meetngs: Monday 9:45 11:15 Thursday 15:10 16:40 Room 316, Strzelecka Street Marketng Research 1

2 Sources of nformaton Sources of nformaton Prmary research Secondary research Drect research (questonnares, personal ntervew) Personal ntervew 8 Introducton 9 Presentaton Observaton 13 Introducton 15 Presentaton Heurstc 15 Introducton Self - observatons 1 Introducton 3 Presentaton Scentfc papers Statstcal publcatons Publcatons and reports of organzatons 2 Introducton 3 Presentaton 4 Introducton 5 Presentaton 6 Introducton 7 Presentaton Questonnares 10 Introducton 11 Consultaton 12 Presentaton Team work durng the classes Marketng Research 2

3 Presentaton of the results EXCEL 1, 2,., 7 exercse 1.1. worksheet Research method 1.2. worksheet Data 1.3. worksheet Data analyss 1.4. worksheet Man results joanna.majchrzak@put.poznan.pl Statstcal publcatons and Publcatons and reports of organzatons Personal ntervew Questonnares Observaton 1.5. worksheet Consluson Marketng Research 3

4 System thnkng The meanng of the somewhat mystcal expresson, "the whole s more than the sum of parts s smply that consttutve characterstcs are not explanable from the characterstcs of solated parts. The characterstcs of the complex, therefore, compared to those of the elements, appear as "new" or "emergent." If, however, we know the total of parts contaned n a system and the relatons between them, the behavor of the system may be derved from the behavor of the parts. Marketng Research 4

5 System thnkng Grey System Theory SYSTEM CHARACTERISTIC SYSTEM FACTOR Marketng Research 5 Cascn G., TRIZ-based Antcpatory Desgn of Future Products and Processes, Journal of Integrated Desgn and Process Scence, 16 (3), 2012, 29-63

6 System analyss Whch factors among the many are more mportant than others? Whch factors have more effects on the future development of the systems than others? Whch factors actually cause desrable changes n the systems so that these factors need to be strengthened? Whch factors hnder desrable development of the systems so that they need to be controlled? Marketng Research 6 Source: Lu, S., & Ln, Y. (2006). Grey nformaton: theory and practcal applcatons. Sprnger Scence & Busness Meda.

7 System thnkng Grey System Theory For example, we have collected the data of a regon SYSTEM CHARACTERISTIC for ts total agrcultural producton, denoted as X0, X0 = (18, 20, 22, 35, 41, 46) SYSTEM FACTOR for ts total farmng producton, denoted as X1, for ts total lvestock husbandry producton, denoted as X2, for ts total producton of rural busness enterprses, denoted as X3, for the years from 1991 to 1996 as follows. X1 = (8, 11, 12, 17, 24, 29) X2 = (3, 2, 7, 4, 11, 6) X3 = (5, 7, 7, 11, 5, 10) Marketng Research 7 Source: Lu, S., & Ln, Y. (2006). Grey nformaton: theory and practcal applcatons. Sprnger Scence & Busness Meda.

8 System thnkng example 1 SYSTEM CHARACTERISTIC agrcultural producton farmng producton SYSTEM FACTOR lvestock husbandry rural busness Marketng Research 8 Source: Lu, S., & Ln, Y. (2006). Grey nformaton: theory and practcal applcatons. Sprnger Scence & Busness Meda.

9 System thnkng example 1 SYSTEM CHARACTERISTIC agrcultural producton farmng producton SYSTEM FACTOR lvestock husbandry rural busness Intutvely speakng, the curve representng farmng producton s very smlar to that representng total agrcultural producton, whereas the curves for lvestock and busness enterprses have relatvely obvous geometrc dfferences. Therefore, t can be concluded that agrculture n ths regon s manly farmng, and that lvestock husbandry and rural busness enterprses are stll not well developed. Marketng Research 9 Source: Lu, S., & Ln, Y. (2006). Grey nformaton: theory and practcal applcatons. Sprnger Scence & Busness Meda.

10 Personal ntervew Questonnare Attrbutes > Consequences > Values (A C V) SYSTEM CHARACTERISTIC SYSTEM FACTOR THE OBJECT THE PRODUCT QUALITY the clents the potental clents the experts Marketng Research 10 Malhotra N.K., Brks D.F., (2006), Marketng Research. An Appled Approach, Pearson Educaton Lmted.

11 Personal ntervew Questonnare Attrbutes > Consequences > Values (A C V) SYSTEM CHARACTERISTIC SYSTEM FACTOR THE OBJECT THE PRODUCT QUALITY the clents the potental clents the experts Marketng Research 11 Malhotra N.K., Brks D.F., (2006), Marketng Research. An Appled Approach, Pearson Educaton Lmted.

12 FILTER Flter queston - an ntal queston n a questonnare that screens potental respondents to ensure they meet the requrements of the sample. Example Are you 16 years of age or older and currently lvng at ths resdence? Are you the clent of the company? Do you consder to use the products of company? Have you ever used the product of. company?. Marketng Research 12

13 Product qualty SYSTEM CHARACTERISTIC Source: Personal ntervew created by Jula Tomkewcz

14 The form of questons - Closed questons Questons concernng the scale of mportance order certan attrbutes from not mportant at all to very mportant. Example For me after sale servce s: * Very mportant * Important * Farly mportant * Not very mportant * Not mportant at all SYSTEM CHARACTERISTIC EXPECTED STATE OF QUALITY Marketng Research 14

15 The form of questons - Closed questons Questons contanng the evaluaton scale determne certan attrbutes from bad to excellent. Example For me after sale servce s: * Excellent * Very good * Good * Satsfactory * Bad SYSTEM CHARACTERISTIC ACTUAL STATE OF QUALITY Marketng Research 15

16 Product qualty SYSTEM CHARACTERISTIC Source: Personal ntervew created by Jula Tomkewcz

17 The form of questons - Closed questons Questons concernng the scale of mportance order certan attrbutes from not mportant at all to very mportant. Example For me the delvered servce n terms of varous payment methods s: * Very mportant * Important * Farly mportant * Not very mportant * Not mportant at all SYSTEM CHARACTERISTIC EXPECTED STATE OF QUALITY Marketng Research 17

18 The form of questons - Closed questons Questons contanng the evaluaton scale determne certan attrbutes from bad to excellent. Example For me the delvered servce n terms of varous payment methods s: * Excellent * Very good * Good * Satsfactory * Bad SYSTEM CHARACTERISTIC ACTUAL STATE OF QUALITY Marketng Research 18

19 Personal ntervew Questonnare Attrbutes > Consequences > Values (A C V) SYSTEM CHARACTERISTIC SYSTEM FACTOR THE OBJECT THE PRODUCT QUALITY the clents the potental clents the experts Marketng Research 19 Malhotra N.K., Brks D.F., (2006), Marketng Research. An Appled Approach, Pearson Educaton Lmted.

20 The form of questons - Closed questons Questons contanng a Lkert scale, make t possble to determne the level of acceptng a gven statement. Example Do Polsh ndustral companes ensure the nnovatve products at the level of European companes? *I totally dsagree *I dsagree *Nether agree nor dsagree *I agree *I totally agree SYSTEM FACTOR CONSUMER CHARACTERISTIC Marketng Research 20

21 Man fndngs Intervewed person Is satsfed wth provded servce Thnk that changng house heatng from coal to gas was good decson Has postve assocatons wth gas heatng Consder other ways of house heatng not compettve Supports manner of advertsng chosen by the company Source: Personal ntervew created by Jula Tomkewcz

22 Man fndngs Intervewed person Is satsfed wth provded servce Thnk that changng house heatng from coal to gas was good decson Has postve assocatons wth gas heatng Consder other ways of house heatng not compettve Supports manner of advertsng chosen by the company Source: Personal ntervew created by Jula Tomkewcz

23 The form of questons - Closed questons Questons contanng a Lkert scale, make t possble to determne the level of acceptng a gven statement. Example Changng house heatng from coal to gas s a good decson? *I totally dsagree *I dsagree *Nether agree nor dsagree *I agree *I totally agree SYSTEM FACTOR CONSUMER CHARACTERISTIC Marketng Research 23

24 Worksheet: Research method System characterstcs Questons Answers Y1. varous payment methods For me the delvered servce n terms of varous payment methods s. Y2. Idvdual customer servce For me the ndvdual customer servce s.. Y10. Safety of use For me the delvered servce n terms of safety of use s. * Very mportant * Important * Farly mportant * Not very mportant * Not mportant at all the same the same Marketng Research 24

25 Worksheet: Research method System Factors Questons Answers X1. The approach to the changng house heatng from coal to gas Changng house heatng from coal to gas s a good decson? X *I totally dsagree *I dsagree *Nether agree nor dsagree *I agree *I totally agree X Marketng Research 25

26 Worksheet: Research method System Factors Questons Answers X1. The approach to the changng house heatng from coal to gas X2. The nfluence of the other people opnon on the decson makng proces. Changng house heatng from coal to gas s a good decson? I obtan nformaton from the fellows before purchase decson. *I totally dsagree *I dsagree *Nether agree nor dsagree *I agree *I totally agree The same X Man Results Group No.9: He changed to Orange because a frend of hs suggested that he should snce t has a lot of packages whch are sutable for student and are prce-frendly. Marketng Research 26

27 Worksheet: Research method System Factors Questons Answers X1. The approach to the changng house heatng from coal to gas X2. The nfluence of the other people opnon on the decson makng process. X8. The customer approach to the Corp. Socal Responsblty Changng house heatng from coal to gas s a good decson? I obtan nformaton from the fellows before purchase decson. I care about the company s addtonal actvtes and nvolvement n communty. *I totally dsagree *I dsagree *Nether agree nor dsagree *I agree *I totally agree The same The same Man Results Group No.2: The well-qualfed staff s also mportant, however the clent feel more connected to the brand because of ther addtonal actvtes and nvolvement n communty and helpng the envronment. Marketng Research 27

28 Kolman s evaluaton SYSTEM CHARACTERISTIC: PRODUCT QUALITY The scale of mportance * Very mportant => 5 * Important => 4 * Farly mportant => 3 * Not very mportant => 2 * Not mportant at all => 1 The evaluaton scale * Excellent => 5 * Very good => 4 * Good => 3 * Satsfactory => 2 * Bad => 1 SYSTEM FACTOR: CUSTOMER CHARACTERISTIC Lkert scale *I totally dsagree =>1 *I dsagree => 2 *Nether agree nor dsagree => 3 *I agree => 4 *I totally agree =>5 Marketng Research 28

29 Kolman s evaluaton Y SYSTEM CHARACTERISTIC: PRODUCT QUALITY The scale of mportance * Very mportant => 5 * Important => 4 * Farly mportant => 3 * Not very mportant => 2 * Not mportant at all => 1 The evaluaton scale * Excellent => 5 * Very good => 4 * Good => 3 * Satsfactory => 2 * Bad => 1 SYSTEM FACTOR: CUSTOMER CHARACTERISTIC Lkert scale *I totally dsagree =>1 *I dsagree => 2 *Nether agree nor dsagree => 3 *I agree => 4 *I totally agree =>5 Marketng Research 29

30 sequence curves SYSTEM CHARACTERISTIC Y1, Y2,, Y3 Y1 = (2, 4, 3, 3, 2, 5) Y2 = (3, 4, 5, 5, 2, 3) Y3 = (2, 2, 3, 3, 5, 2) Y4 = (4, 5, 3, 4, 2, 5) Y5 = (4, 5, 5, 3, 3, 5) Y6 = (3, 3, 4, 4, 3, 4) Y7 = (2, 2, 2, 3, 3, 4) Y8 = (3, 3, 4, 4, 5, 3) Y9 = (3, 4, 4, 5, 5, 3) Y10 = (2, 3, 4, 5, 6, 2) SYSTEM FACTOR X1 = (2, 3, 4, 5, 5, 3) X8 = (3, 4, 5, 5, 5, 3) Marketng Research 30

31 Worksheet: Data System analyss Person 1 Person 2 Person 3 Person 4 Person 5 Person 6 Y1 system characterstc 4,00 4,00 4,00 5,00 4,00 4,00 Y2 system characterstc 4,50 3,50 4,50 5,00 5,00 4,00 Y3 system characterstc 4,33 4,33 5,00 4,33 3,67 3,67 Y4 system characterstc 3,00 3,00 4,50 5,00 5,00 5,00 Y5 system characterstc 3,00 3,00 4,00 5,00 4,00 4,00 Y6 system characterstc 5,00 5,00 4,00 5,00 4,00 5,00 Y7 system characterstc 2,50 3,50 5,00 4,00 4,50 5,00 Y8 system characterstc 3,67 4,33 4,67 4,67 5,00 4,00 Y9 system characterstc 4,50 4,00 4,00 4,50 5,00 5,00 Y10 system characterstc 3,50 5,00 4,50 5,00 4,00 5,00 X1 system factor 1,00 2,00 1,00 1,00 1,00 1,00 X2 system factor 1,00 2,00 1,00 1,00 1,00 1,00 X3 system factor 1,00 2,00 1,00 1,00 1,00 3,00 X4 system factor 4,00 5,00 4,00 5,00 5,00 5,00 X5 system factor 4,00 1,00 5,00 1,00 5,00 2,00 X6 system factor 2,00 3,00 4,00 1,00 2,00 1,00 X7 system factor 4,00 3,00 2,00 4,00 4,00 2,00 X8 system factor 5,00 4,00 3,00 4,00 4,00 4,00 Marketng Research 31

32 Marketng Research 32

33 Marketng Research 33

34 The form of questons - Open questons Open questons make t possble for a respondent to provde full answers gven wth ther own words. Entrely non-profle questons are questons whch can be answered freely. Example What s your opnon about company X'ʹs products? Marketng Research 34

35 The form of questons - Open questons Open questons make t possble for a respondent to provde full answers gven wth ther own words. Questons n whch the method of verbal assocatons s used. Example What word comes to your mnd when you hear? Metalworkng Polsh product Polsh producer Marketng Research 35

36 The form of questons - Open questons Open questons make t possble for a respondent to provde full answers gven wth ther own words. Questons whch use the method of sentence completon. Example What word comes to your mnd when you hear? Metalworkng Polsh product Polsh producer Marketng Research 36

37 The form of questons - Open questons Open questons make t possble for a respondent to provde full answers gven wth ther own words. Questons whch use the method of sentence completon. Example Example The most mportant element n decdng about the choce of ntermedary products suppler s: Marketng Research 37

38 Grey Incdence/Relaton Analyss the degree of grey ncdence the absolute degree of grey ncdence the relatve degree of grey ncdence the synthetc degree of grey ncdence the nearness degree of grey ncdence; the close degree of grey ncdence γ ε r ρ δ Marketng Research 38 Source: Lu, S., & Ln, Y. (2006). Grey nformaton: theory and practcal applcatons. Sprnger Scence & Busness Meda.

39 Part Ⅱ : Grey models based on small sample ) ( ) ( max max ) ( ) ( ) ( ) ( max max ) ( ) ( mn mn )) ( ), ( ( k x k x k x k x k x k x k x k x k x k x k k k + + = s s s s s s = (, ) (, ) M N k k j j j X X a a M N = = On dstance Measure of area Panel matrx nformaton Book, 5.5, p. 111 Source: Lu, S., & Ln, Y. (2006). Grey nformaton: theory and practcal applcatons. Sprnger Scence & Busness Meda.

40 Computng zero startng pont mages of Y and Xj XD2 = ( x(1) d2, x(2) d2,..., YjD2 = ( yj(1) d2, yj(2) d2,..., x( k) d2 = x( k) x(1) yj( k) d2 = yj( k) yj(1) x( n) d2) yj( n) d2) Y1, Y2,, Y3 Y1 = (2, 4, 3, 3, 2, 5) Y2 = (3, 4, 5, 5, 2, 3) Y3 = (2, 2, 3, 3, 5, 2) Y4 = (4, 5, 3, 4, 2, 5) Y5 = (4, 5, 5, 3, 3, 5) Y6 = (3, 3, 4, 4, 3, 4) Y7 = (2, 2, 2, 3, 3, 4) Y8 = (3, 3, 4, 4, 5, 3) Y9 = (3, 4, 4, 5, 5, 3) Y10 = (2, 3, 4, 5, 6, 2) X1 = (2, 3, 4, 5, 5, 3) X8 = (3, 4, 5, 5, 5, 3) Source: Lu, S., & Ln, Y. (2006). Grey nformaton: theory and practcal applcatons. Sprnger Scence & Busness Meda.

41 Computng s, sj and s-sj 2]. ) ( 2 ) ( [ 2 1 2] ) ( 2 ) ( [ 2; ) ( ) ( 2; ) ( ) ( = = = + = + = + = n k j j j n k j j j n k d n x d n y d k x d k y s s d n y d k y s d n x d k x s Y1, Y2,, Y3 Y1 = (2, 4, 3, 3, 2, 5) Y2 = (3, 4, 5, 5, 2, 3) Y3 = (2, 2, 3, 3, 5, 2) Y4 = (4, 5, 3, 4, 2, 5) Y5 = (4, 5, 5, 3, 3, 5) Y6 = (3, 3, 4, 4, 3, 4) Y7 = (2, 2, 2, 3, 3, 4) Y8 = (3, 3, 4, 4, 5, 3) Y9 = (3, 4, 4, 5, 5, 3) Y10 = (2, 3, 4, 5, 6, 2) X1 = (2, 3, 4, 5, 5, 3) X8 = (3, 4, 5, 5, 5, 3) Source: Lu, S., & Ln, Y. (2006). Grey nformaton: theory and practcal applcatons. Sprnger Scence & Busness Meda.

42 Computng the absolute degree of grey ncdence of Yj and X j = s + s s j + + s s j j s MATERIALS FORM THE BOOK EXEL FILE Source: Lu, S., & Ln, Y. (2006). Grey nformaton: theory and practcal applcatons. Sprnger Scence & Busness Meda.

43 Presentaton of the results EXCEL 1, 2,., 7 exercse 1.1. worksheet Research method 1.2. worksheet Data 1.3. worksheet Data analyss 1.4. worksheet Man results joanna.majchrzak@put.poznan.pl Statstcal publcatons and Publcatons and reports of organzatons Personal ntervew Questonnares Observaton 1.5. worksheet Consluson Marketng Research 43