貝恩咨詢行業(yè)分析-marketresearch1

Developer: BarbaraBilodeauContributors:ChrisHarrop,

PhilippStephanus

bcMarketResearchMarch1998Copyright?1998Bain&Company,Inc.1AgendaFirststepsTypesofresearchmethodologytelephonesurveysfocusgroupsconsumerinterceptsmailsurveysconsumerpanelsomnibusstudiesTypesofsamplesMarketresearchvendorsTempsasphoneinterviewersQuestionnairedesignDataanalysisResearchandDataAnalysisDepartment2AgendaFirststepsTypesofresearchmethodologytelephonesurveysfocusgroupsconsumerinterceptsmailsurveysconsumerpanelsomnibusstudiesTypesofsamplesMarketresearchvendorsTempsasphoneinterviewersQuestionnairedesignDataanalysisResearchandDataAnalysisDepartment3FirstStepsCheckallsecondaryresearchsourcespriortoconductingprimaryresearchmostBainclientshaveconductedtheirownresearch-obtainandreviewtoensuretheclientisnotpayingforduplicatedatathelibraryhasresearchreportsonsomeindustriescheckthe“Findex”CDROMinthelibraryforsyndicatedresearchthatmayansweryourquestionsatamuchlowercostcallBainResearchandDataAnalysisdepartmentforotherindustryspecificsourcesDeterminethespecificobjectivesandscopeofthemarketresearchlisttheanswersyouwanttoobtainDrawblankslides.Howyouwanttopresentthedatawillaffecthowthequestionsareaskedandwhomtheyareaskedofseparatetheobjectivesinto“essential”and“nicetoknow”reviewandfinalizetheobjectiveswithrelevantparties(manager,clientcontact)priortodeterminingresearchmethodology4FirstStepsDevelopresearchplanCustomers,currentorpastCompetitorsAppropriatedecision-makerTimeframewritesurveyeditsurveypre-wireclientpre-testsurveyconductinterviewscompiledataanalyzeresultsAvailableresourcesCostDetermineobjectivesSelecttargetrespondentDeterminesamplesizePlanforotherconstraintsDetermineformatMail,phone,in-personorfocusgroup5AgendaFirststepsTypesofresearchmethodologytelephonesurveysfocusgroupsconsumerinterceptsmailsurveysconsumerpanelsomnibusstudiesTypesofsamplesMarketresearchvendorsTempsasphoneinterviewersQuestionnairedesignDataanalysisResearchandDataAnalysisDepartment6TypesofResearchMethodologyTelephonesurveysMailsurveysInterceptsConsumerpanelsOmnibusstudiesScannerdataTestmarketingFocusgroupsInformationalinterviewsIn-depthinterviewsElectronicfocusgroupsStoreobservationsQuantitativeresearchQualitative

researchCombination7Qualitative:AdvantagesFastturn-aroundtimeLessexpensivethanmostquantitativemethodsBestforgettingin-depthinformationandbrainstorming,generatingideasInteractiveforumAllowsBainandclienttohearcustomerfirst-handGoodforresearchrequiringvisualstimulus,suchasnewproductsorconceptsAllowsmorereactivequestionsDisadvantagesInformationisnotquantifiableLimitedbygeographyGroupsshouldberunbyskilledmoderatortominimizebiasessuchasdominatingmembersorimproperinterpretationofcommentsTypesofResearchMethodology-Quantitativevs.QualitativeResearch(1of2)8Quantitative:AdvantagesInformationisquantifiablecanmakeprojectionscandeterminemarketsharecantestforsignificanceBroaderrangeofrespondentsLessriskofbiasDisadvantagesUsuallymoreexpensivethanqualitativeresearchUsuallylongertimelinesMustbesuretohavefullunderstandingofissuestodraftsurveywhichisclose-endedTypesofResearchMethodology-Quantitativevs.QualitativeResearch(2of2)9AgendaFirststepsTypesofresearchmethodologytelephonesurveysfocusgroupsconsumerinterceptsmailsurveysconsumerpanelsomnibusstudiesTypesofsamplesMarketresearchvendorsTempsasphoneinterviewersQuestionnairedesignDataanalysisResearchandDataAnalysisDepartment10TelephoneSurveysTelephonesurveysareamethodofprimarymarketresearchinvolvingone-on-onequestioningandansweringbetweenaninterviewerandrespondentbymeansofthetelephone11AdvantagesSpeed-interviewingcanbeconductedinashorttimeframewhennecessaryInterviewercontrol-surveyistightlyscriptedandinterviewershouldconductexactlyaswritten95%ofhomeshavephones-lesslikelytohaveabiasedsampleAbilitytointerviewabroadrangeofpeopleAllowsrespondentgreateranonymitythanin-person/interceptinterviewsCanpre-testandrefinequestionnaireDisadvantagesLimitedinterviewlength-interviewshouldbeamaximumof20minutesPotentialsamplebias-ifusinganythingbutRandomDigitDialing(RDD)Need10timesasmanyphonenumbersasdesirednumberofcompletedinterviewsInabilitytoshowdisplaymaterialsLimitstypesofquestionsasked(i.e.,shouldn’taskrespondenttoassess100pointsovermorethan4-5categories,can’taskbrainstormingquestions)TelephoneSurveys(AdvantagesandDisadvantages)12*WithBainResearchandDataAnalysisGroupTelephoneinterviewscanbeconductedbythreegroups:1)anoutsidemarketresearchvendor2)caseteammembersor3)temps.Tempsshouldonlybeusedinanemergencyasthequalityoftheirworkwillbelowerthaneitheramarketresearchvendororthecaseteam.StrengthsMarketResearchVendorCaseTeamTempsFamiliaritywithspecificissuesAbilitytorevisesurveymidstreamContributionofspecialists(i.e.,statisticianObjectivity,credibilityCostsavingsAbilitytoquicklydoadditionalinterviewsifneededLegitimacywithclientAbilitytousedifficultskippatterns(CATIprogramming)*TelephoneSurveys(In-housevs.Out-of-house)13*SomevendorsuseothernamesTheinterviewsareconductedbypeoplenotcomputergeneratedvoicesThequestionnaireisprogrammedontoacomputersystem-theinterviewerispromptedbythecomputertoasktheappropriatequestionResponsesareentereddirectlyintothecomputerasthesurveyisconductedTelephonenumbersaredialedcontinuouslybycomputerAlmostallmarketresearchfirmsnowprefertoconductinterviewsviaComputerAssistedTelephoneInterviewing(CATI)*ratherthanonpapersurveys.TelephoneSurveys(CATIProgramming)14AdvantagesAllowsfordetailedskippatterns(i.e.,ifconsumercurrentlypurchasesBrandAaskQ2;ifformerly,askQ3;ifnever,askQ4)Dataisenteredimmediately,allowingforinstantaneousresultsofclosedendquestionsFewererrorswithdataentryasprogramdoesnotallowunacceptableanswersComputerassisteddialingallowsforbettersampletrackingandminimizesinterviewerdowntimeDisadvantagesAddedup-fronttime-vendorsusuallyneed1weekpriortointerviewingtoprogramthesurvey.However,thissavestimeontheback-endfordataentryLimitsabilitytomakechanges-changestothesurveyrequireinterviewingtobehaltedandcantake2-5daystomakedependingupontheimpactonsequencingTelephoneSurveys(CATIProgramming-AdvantagesandDisadvantages)151-3peopleshouldmakecallspriortothefullroll-outofthestudy,usingthefinalizeddraftofthequestionnairethesecallsshouldbemonitoredtodetermineclarityofquestionsaccuracyofskippatternssmoothnessofquestionflowlengthofsurveyAllmarketresearchstudies,whetherbeingconductedbyoutsidevendorsorbytemps,shouldbepre-tested.TelephoneSurveys(Pre-testing)16AgendaFirststepsTypesofresearchmethodologyTelephonesurveysFocusgroupsConsumerinterceptsMailsurveysConsumerpanelsOmnibusstudiesTypesofsamplesMarketresearchvendorsTempsasphoneinterviewersQuestionnairedesignDataanalysisResearchandDataAnalysisDepartment17FocusGroupsFocusGroupsareaformofqualitativemarketresearchthatareconductedbyhavinganumberofpeoplewhofitspecificqualificationsinoneroomforatwohourdiscussion.ThediscussioniscontrolledbyamoderatorwhoisusingascriptthatisdevelopedthroughcooperativeeffortsofthemoderatorandtheBaincaseteam.18Focusgroupsareaformofqualitativeresearchthataremostusefulfor:ExploringnewideasBrainstormingEducatingthecaseteamonanewindustryorclientVerifyingtheteam’sunderstandingofissuesforquestionnairedevelopmentTherearefourmaintypesoffocusgroups:Traditionalfullsizedfocusgroupsof8-10peopleMinifocusgroupsof4-6peopleDialtestingorelectronicfocusgroupsBrainstormingsessions(withexecutives)Focusgroups(exceptelectronicfocusgroups)shouldnotbeusedifYouwanttopresentquantitativeresultstotheclientFocusGroups(Overview)19FocusGroups-OverviewDevelopingnewideasExploringandevaluatingnewideasAdtestingEducatingcaseteamonanewindustryorclientQuestionnairedevelopmentIn-depthunderstandingofstepsindecisionprocessExploringsensitive/confidentialissuesTraditional(8-10people)MiniFocusGroupsElectronicFocusGroupsBrainstormingSessions20AdvantagesResearchcanbeconductedandresultsincludedinapresentationinarelativelyshortperiodoftimeTheinteractionamongthegroupmembersprovidesmorein-depthinsightsthanwouldbereceivedfromeachparticipantindividuallyThediscussionoutlinecanbemodifiedduringthegrouponthebasisoftheparticipants’reactionsandcommentsClientscanhearwhatconsumersaresayingfirsthandKeycommentscanbeincludedinavideotapepresentationforclientswhoarenotpresentDisadvantagesResultsshouldnotbeusedquantitatively(exceptforelectronicfocusgroups)ItisveryeasytohearwhatoneortwopeoplearesayingandtoprojectthatthoughttoeveryoneDuetothequalitativenatureofthedata,itisdifficulttosummarizeandinterprettheresultsIfaskilledmoderatorisnotused,itislikelytherewillbeproblemswithdominatinggroupmembersand/ormoderatorbiasFocusGroups(AdvantagesandDisadvantages)211.Determinewhichtypeoffocusgroupsbestmeetstheteam’sobjectives2.Understandwhatfactorsdifferentiatethedecisionmakingprocess(i.e.,dopeopleinthesouthhavedifferentcriteriaforpurchasethanthoseinthenortheast?Aretechnophiles’purchasecriteriadifferentthantechnophobes?)3.Decidewhethermixingconsumerswillnegativelyimpactsomeconsumerswillingnesstospeak(i.e.,willtechnophobesmixedwithtechnophilestodiscusselectronicbankingbeunwillingtosaywhattheyreallythink?)4.Useconclusionsfromsteps2and3todeterminehowmanygroupstoholdandwhatcitiestheyshouldbein5.Pickdatesforthegroups(typicallydoa6:00pmandan8:00pmgroupeachnight)6.Hireamoderator7.Determinewhethertomanagerecruitment/facilitiesyourselvesortohavethemoderator’scompanydoit.Itisrecommendedthatanoutsidecompanyisalwaysusedtoconducttherecruitment.8.Reservefacilitiesforappropriatedates9.Writedraftofparticipantscreener10.ReviewscreeningwithBainResearchandDataAnalysisdepartmentandmoderatorFocusGroups(Process)2211.Supplyfacilitieswithscreenerandsample12.Determineincentiveamount-consumerincentivesusuallyvarybetween$30-$50.Businesstobusinessgroupsusuallyrequirelargerincentives,suchas$75-$100.Askthefacilityineachcityfortheirrecommendationbutbeawarethattheymayrecommendhigheramountsthannecessaryasthemoremoneyoffered,theeasiertherecruit13.Writeoutlineofmoderator’sguideandhavein-depthdiscussionwithmoderatorastoobjectives14.Reviewthefullguidethemoderatorprovides15.Decidewhethergroupsshouldbevideotapedandifso,whethertouseastationarycameraorhireacameramanifthetapesaregoingtobeexcerptedorshowntotheclient,acameramanisrecommended.Thefacilitywillset-upeitherandgiveyouavideotapeattheendofthesession.16.Getacheckfromfinancetopayfacilityforincentivesatbeginningofgroup17.ConductthefocusgroupFocusGroups(Process-Continued)23Hello,mynameis___________andI’mcallingfromFocusonChicago.Weareinterestedintalkingtopeopleabouttheiruseofcreditcards.IassureyouthatIamnottryingtosellyouanythingandallanswerswillbecompletelyconfidential.1.First,haveyouparticipatedinanin-personmarketresearchstudyordiscussioninthepast6months?Yes 1(Thankandterminate)No 2(Continue)2.Areyouthedecisionmaker,oronethedecisionmakers,regardingwhichbanksorfinancialinstitutionsyourhouseholduses?Yes 1(Continue)No 2(Asktospeaktothedecisionmaker)3.Wearetryingtospeaktopeoplewhoowncreditcardsfromavarietyofissuers.Pleasetellifyoucurrentlyowneachofthefollowingcreditcards.Doyouown…(readthis)?AnAmericanExpressCard Y N (ifdonotown,thankandend)ACitibankVisaorMasterCard Y NABankOneVisaorMasterCard Y NAnAT&TUniversalCard Y NFocusGroups(ScreeningExample)24ElectronicFocusGroupsMethodofdatacollectionbywhichparticipantsarerecruited(similartotraditionalfocusgroups)toacentrallocationanddataiscollectedelectronicallyusingindividuallyhand-helddials.Dataisinstantlycollected,summarizedanddisplayedforclientandmoderator.Testingadvertising,marketing,PRcampaignsNewproductdevelopmentMeasuringaudienceresponseTraditionalfocus/groupenhancementCommonuses:25CancombinedatafromseveralgroupsHonestdataasresponsesareconfidentialInstantdatacollectionallowsforbetterinteractionwithmoderatorandclientsegmentationofrespondentsto“breakout”groupsLowercostperrespondentaselectronicgroupscanhandlelargerqualityofpeopleAtendofgroup,videotapeofsessionwithdataoverlayprovidedAdvantages:Sessionsaremoretechnicalthantraditionalfocusgroups.Systemglitches,whileinfrequent,caninterruptflowNeedtospendmoretimeupfronttofinalizequestionnaireassystemneedstobeprogrammedWhilechangesindiscussioncantakeplaceeasily,changestoclosed-endedquestionsaremoredifficulttoincorporateoncesessionisunderwayBesttohiremoderatorfamiliarwithtechnologyasdualgroupsarepaceddifferentlythantraditionalfocusgroupsCanberespondenterrorifdialisusedincorrectlyDisadvantages:ElectronicFocusGroups(AdvantagesandDisadvantages)26Incentive:SameSameRecruitment:TraditionalSameElectronicSameLengthofgroup:2hours2hoursSizeofgroup:10-12(typical)15-30(typically)(canbeashighasseveralhundred)Moderatorguide:Outline/qualitativeOutline.QualitativeelementscombinedwithquantitativeElectronicFocusGroupvs.TraditionalFocusGroup(1of2)27TraditionalElectronicGroupdiscussion:Openended/notquantifiableOpenendedwithnon-speakingaudiencereactingtomessageofspeaker.Visualdisplayofaudiencereactiontodiscussion.Pre/postquestionnaire(dataentry):Dataentryoff-siteInstantelectronicdatacollectionDataanalysis:AnecdotalDatacanbequantified/analysis(dependingonsamplesize,statisticscanbecomputed)Endofsessiondeliverables:Debriefwithmoderator;tapeand/orvideoofsessionUsual-debriefwithmoderator,videotapeofsessionwithdataoverlayElectronicFocusGroupvs.TraditionalFocusGroup(2of2)28Midland,TXPortland,MEBoulder-Longmont,COGrandForks,MIPhoenix,AZDenver,COFargo-Moorhead,SDBoise,IDTucson,AZPittsfield,MAThese20citiesbestmatchtheaverageUSdemographicprothe1990census.Duluth,MNSherman-Denison,TXMilwaukee,WILouisville,KYAtlanta,GAKansasCitySanDiego,CAOxnard-Ventura,CACincinnati,OHOwensboro,KYFocusGroups("Average"Cities)29Averagedirectout-of-pocketcostpergroup $3,000-$6,000recruiting,facility,moderator,respondentincentivesexcludestravelIdentifyunderlyingissues/objectives Identifyparticipantqualifications 1Determinenumberoffocusgroupsandlocations;selectfacilityandmoderatorDraftmoderator’sguideRecruitparticipants 2-4Reviewmoderator’sguidewithmoderator/briefingsessionwithmoderatorandcaseteamConductgroups(willdependonnumberofgroups) 4-5Analyzeresults 5-6WeeksFocusGroups(Workplan)30AgendaFirststepsTypesofresearchmethodologyTelephonesurveysFocusgroupsConsumerinterceptsMailsurveysConsumerpanelsOmnibusstudiesTypesofsamplesMarketresearchvendorsTempsasphoneinterviewersQuestionnairedesignDataanalysisResearchandDataAnalysisDepartment31ConsumerInterceptsInterceptssurveysarein-personinterviewsthatareconductedwithpeoplewhoarestoppedafterconductingaspecificact(suchasstoppingataclient’sorcompetitor’sstore),orinaspecificlocation(suchasmallsorairports).32AdvantagesConsumerhaspoint-of-purchaserecallCanbeset-upandconductedinahurryRelativelylowcostAbilitytouseexhibitsinmallinterviewsDisadvantagesSurveymustbeshort(5minutes)NotaprobabilitysampleMorelikelytointerviewthosenotinahurry(i.e.,mightloseconvenienceshoppers)Locationofinterviewisimportant(i.e.,areyouonlyinterviewingpeoplewhodriveorthosewhogointoonespecificstore)Timeofday/dayofweekwillaffecttypeofconsumerinterceptConsumerIntercepts(AdvantagesandDisadvantages)33Parkinglotsifinterceptsareatlocationswherepermissionhasnotbeengranted,Bainemployeesshouldconducttheseifinterceptingpeopleoutsideofclientlocations,amarketresearchfirmcanbehiredmustbeveryshort(5minutes)provideanincentivesuchas$5oragiftcertificatetothestoreInsidemallsaresearchfirmmustbehiredtodothisnotallmalls(particularlyupscalemallssuchasCopleyPlace)allowaresearchfirmorindividualstoconductresearchinthemallrespondentcanbetakentoacentrallocationandsurveycanbesomewhatlongerAirportsamarketresearchfirmshouldbehiredunlesstheclientisacarrentalfirmorairlineanditistheircustomersbeinginterviewedandclientprovidespermissionnotifyairportforpermissionConsumerinterceptsareprimarilyconductedinthreelocations:ConsumerIntercepts(WheretoConduct)34AgendaFirststepsTypesofresearchmethodologyTelephonesurveysFocusgroupsConsumerinterceptsMailsurveysConsumerpanelsOmnibusstudiesTypesofsamplesMarketresearchvendorsTempsasphoneinterviewersQuestionnairedesignDataanalysisResearchandDataAnalysisDepartment35MailSurveysMailsurveysaresurveysthataresenttopotentialrespondentsviamail,FedEx,orfax.Thesurveyswillbepersonallyfilledoutbytherespondent.36AdvantagesMorelikelytogetanswerstoquestionsaboutpersonalhabits,feelingsorfinancesIftopicisinteresting,thequestionnairecanbelongerCanaskmoredetailedquestions(e.g.,assessing100pointsover5ormoreattributes)MorethoughtfulresponsesCancheckthingssuchasbrandsofproductsincupboardExhibitscanbeusedLowercostperresponseNointerviewerbiasDisadvantagesRequiresalongertimelinethanphonesurveysSampleproblems(dependentuponmailinglist)Notrepresentative,littlecontroloverwhocompletesandreturnssurvey“Boring”topicswillhaveverylowresponseratesCertainquestiontypes(suchasunaidedawareness)aren’tpossibleMaybeansweredbysomeoneotherthantheaddresseeLowreturnratesmaymeanlesssurveysthandesiredPoorhandwritingcanlimitqualityofopen-endedquestionsMailSurveys(AdvantagesandDisadvantages)37Provideadvancenoticetotherecipientnosoonerthan5dayspriortotheirreceiptofthesurveyoptionsarealetter,apostcard,oraphonecallTheoutgoingenvelopeshouldconveytheunspokenmessageofimportanceandneedtoopen.Thepapershouldbeofthehighestquality,shouldhaveatypedappearanceandshouldbestampedratherthanmeteredAcoverlettershouldalwaysbeincluded,and,ifpossible,besignedbysomeonewhosenameorpositiontherecipientwillknowandrespectthelettershouldbeshortsotherecipientonlyhastospendalittletimefindingoutwhatthestudyisaboutthepurposeshouldbedescribedbrieflystresstheimportanceoftherecipient’sparticipationmentionanybenefitstorecipientexplainthesimplicityofthequestionnaire(iftrue)andanestimateoftheshorttimeitwilltaketocomplete(iftrue)MailSurveys(MethodsofIncreasingResponseRates)(1of2)38Inconsumersurveys,include$1or$2asasignofappreciationandmakeacommentsuchas“foracupofcoffee”or“givetoakid”Usuallythesmallerthesurvey’spagesize,thehigherthereturnrateAssumingthatthepagesarenotclutteredbysmallprintorsmallmarginsGenerallyspeaking,thefewerthepages,thehighertheresponserateAlwaysincludepostagepaidreturnenvelopes.Surveysshouldusuallybereturnedtoindependentresearchcompanyfordataentry,nottoBain&CompanyMailSurveys(MethodsofIncreasingResponseRates)(2of2)39AgendaFirststepsTypesofresearchmethodologyTelephonesurveysFocusgroupsConsumerinterceptsMailsurveysConsumerpanelsOmnibusstudiesTypesofsamplesMarketresearchvendorsTempsasphoneinterviewersQuestionnairedesignDataanalysisResearchandDataAnalysisDepartment40Aconsumerpanelisacontinuinggroupthatrespondsperiodicallytoquestioning.DescriptionPanelsaredividedintothoseusedforsyndicatedofferingsandthoseusedforcustomresearchCustom:manyresearchcompanieshavecustomresearchpanelsincluding:NFO(mixedmailandphoneofover1million);MarketFactsandtheNPDgrouphavepanelsofover300,000Syndicated:NielsenandArbitrontelevisionratings;Nielsen’sScanTrackisanationalpanelofsupermarketsConsumerPanels(1of2)41AdvantagesLowercostsCanspecifysmallsegmentsbydemographicsorbehaviorforfollow-upprobes(additionalcustomresearchonselectgroups)HighresponseratesDelicatesubjectsDisadvantagesMaybesomebiasinsampleSlowerresultsforsyndicatedresultsorcustomresultsfromentirepanelConsumerPanels(2of2)42AgendaFirststepsTypesofresearchmethodologyTelephonesurveysFocusgroupsConsumerinterceptsMailsurveysConsumerpanelsOmnibusstudiesTypesofsamplesMarketresearchvendorsTempsasphoneinterviewersQuestionnairedesignDataanalysisResearchandDataAnalysisDepartment43OmnibusStudiesThesurveyconsistsofquestionssuppliedbyanumberoffirms1,000-2,000consumersareinterviewedweeklyUnlikeaconsumerpanel,differentconsumerseachstudyQuestionsareaddedonan“ascome”basisOfferedbyseveralmajorfirms-MarketFacts,Gallup,Bruskin,OpinionResearchCenter,andtheRoperOrganization Anomnibusstudyisanon-specificongoingstudyinwhichproprietaryquestionscanbeasked.Forexample,ifyouwanttoknowconsumers’imageofaparticularcarbutdon’twanttodoanentiresurvey,omnibusstudiesallowyoutoaddyourquestiontotheirsurvey.44AdvantagesLowcost(typically~$1,000perquestion)Overnight(orcloseto)resultsLimitsNumberofquestionsOrderbiasCannotreviewentiresurveyOmnibusStudies(AdvantagesandDisadvantages)45AgendaFirststepsTypesofresearchmethodologyTelephonesurveysFocusgroupsConsumerinterceptsMailsurveysConsumerpanelsOmnibusstudiesTypesofsamplesMarketresearchvendorsTempsasphoneinterviewersQuestionnairedesignDataanalysisResearchandDataAnalysisDepartment46TypesofSamplesClientprovideslistsofcustomernames,addresses,andphonenumbers.Oftenaccompaniedbybehavioraldata(e.g.,postspending)Randomlyselectedphonenumbersfromdesiredlocationsselectedbycity,state,orzipcodeCompaniessuchasSurveySampling,Inc.selllistsofnamesandphonenumbersselectedbyspecificbehaviors(e.g.,ownacomputer)MailorphonesurveyswithalargenumberofUShouseholdswhoarerecruitedtobeapanelmemberClientListsRandomDigitDialingPurchasedListsConsumerPanelsBainusesfoursourcesforcreatingsurveysamples47*IncidenceisthepercentageofpeoplecontactedwhomeetthesurveyqualificationsClientListsPros:cansometimesidentifypreviousbehavior(e.g.,heavyvs.lightpurchasers)increaseincidenceCons:notalwaysasaccurateasassumednotprojectabletofullpopulationRandomDigitDialing(RDD)(randomlyselectedphonenumbersfromdesiredlocations)Pros:canprojectresultsouttoentirepopulationpurchasingthesampleisrelativelyinexpensivenobiasCons:lowincidence*population(e.g.,Lamborghiniowners)studieswillbeveryexpensiveTypesofSamples-ProsandCons(1of2)48PurchasedLists:(e.g.,productownerormagazinereaderorcompanieswith<50employees)Pros:increasesincidence,savingbothtimeandmoneyCons:cannotbeprojectedtoentirepopulationriskofbiasiflistcamefromself-identifiedusersConsumerPanels:(MailsurveyswithalargenumberofUShouseholdswhoarerecruitedtobeapanelmember)Pros:highresponseratescancustomizesample(e.g.,meetingcertaindemographiccriteria)alreadyhavemuchofdesiredbackgroundinformationsavingtimeandmoneyCons:cannotbeprojectedtoentirepopulationTypesofSamples-ProsandCons(2of2)49AgendaFirststepsTypesofresearchmethodologyTelephonesurveysFocusgroupsConsumerinterceptsMailsurveysConsumerpanelsOmnibusstudiesTypesofsamplesMarketresearchvendorsTempsasphoneinterviewersQuestionnairedesignDataanalysisResearchandDataAnalysisDepartment50ChoosingaMarketResearchVendor*MoststatisticalanalysiscanbeconductedthroughBainResearchandDataAnalysisgroupNeedsExecutiononly(interviewsanddataentry)AssistancewithsurveydesignExperienceinclientindustryStatisticalanalysissuchasmarketsizing,segmentationorsignificancetesting*SpecialtyresearchsuchasproducttrialsorconjointanalysisHelpmanagingcomplexquotasFullServiceNoYesYesYesYesYesMid-sizedNoYesSomeSomeSomeYesFieldandTabYesNoNoNoNoNoMarketresearchvendorscanbedividedintothreetypes:Fullservice,mid-sized,andFieldandTab.Whichtypeoffirmtousedependsuponthecomplexityofthesurveyandsample,theneedforspecialists,timing,andcost.CallBainResearchandDataAnalysisforapreferredvendorlist51Scope,ObjectivesandBackgroundPrimaryandsecondaryobjectivesofthestudyAnyotherusefulbackgroundinformationDonottellwhoclientisunlessyouhavepermissionfromtheVPDesiredtimelinesSamplingDesirednumberofinterviewsAnyquotas(e.g.,50heavypurchasersand50lightpurchasers;Eastvs.WestCoast)Whowill