【正文】 ngs and those used for custom research –Custom: many research panies have custom research panels including: NFO (mixed mail and phone of over 1 million)。 Market Facts and the NPD group have panels of over 300,000 –Syndicated: Nielsen and Arbitron television ratings。 Nielsen?s ScanTrack is a national panel of supermarkets Consumer Panels (1 of 2) 41 marketresearch Advantages ? Lower costs ? Can specify small segments by demographics or behavior for followup probes (additional custom research on select groups) ? High response rates ? Delicate subjects Disadvantages ? May be some bias in sample ? Slower results for syndicated results or custom results from entire panel Consumer Panels (2 of 2) 42 marketresearch Agenda ?First steps ?Types of research methodology – Telephone surveys – Focus groups – Consumer intercepts – Mail surveys – Consumer panels – Omnibus studies ?Types of samples ?Market research vendors ?Temps as phone interviewers ?Questionnaire design ?Data analysis ?Research and Data Analysis Department 43 marketresearch Omnibus Studies ?The survey consists of questions supplied by a number of firms ?1,000 2,000 consumers are interviewed weekly ?Unlike a consumer panel, different consumers each study ?Questions are added on an “as e” basis ?Offered by several major firms Market Facts, Gallup, Bruskin, Opinion Research Center, and the Roper Organization An omnibus study is a nonspecific ongoing study in which proprietary questions can be asked. For example, if you want to know consumers’ image of a particular car but don’t want to do an entire survey, omnibus studies allow you to add your question to their survey. 44 marketresearch Advantages ?Low cost (typically ~$1,000 per question) ?Overnight (or close to) results Limits ?Number of questions ?Order bias ?Cannot review entire survey Omnibus Studies (Advantages and Disadvantages) 45 marketresearch Agenda ?First steps ?Types of research methodology – Telephone surveys – Focus groups – Consumer intercepts – Mail surveys – Consumer panels – Omnibus studies ?Types of samples ?Market research vendors ?Temps as phone interviewers ?Questionnaire design ?Data analysis ?Research and Data Analysis Department 46 marketresearch Types of Samples ?Client provides lists of customer names, addresses, and phone numbers. Often acpanied by behavioral data (., post spending) ?Randomly selected phone numbers from desired locations selected by city, state, or zip code ?Companies such as Survey Sampling, Inc. sell lists of names and phone numbers selected by specific behaviors (., own a puter) ?Mail or phone surveys with a large number of US households who are recruited to be a panel member Client Lists Random Digit Dialing Purchased Lists Consumer Panels Bain uses four sources for creating survey samples 47 marketresearch * Incidence is the percentage of people contacted who meet the survey qualifications Client Lists ?Pros: –can sometimes identify previous behavior (., heavy vs. light purchasers) –increase incidence ?Cons: –not always as accurate as assumed –not projectable to full population Random Digit Dialing (RDD) (randomly selected phone numbers from desired locations) ?Pros: –can project results out to entire population –purchasing the sample is relatively inexpensive –no bias ?Cons: –low incidence* population (., Lambhini owners) studies will be very expensive Types of Samples Pros and Cons (1 of 2) 48 marketresearch Purchased Lists: (., product owner or magazine reader or panies with 50 employees) ?Pros: –increases incidence, saving both time and money ?Cons: –cannot be projected to entire population –risk of bias if list came from selfidentified users Consumer Panels: (Mail surveys with a large number of US households who are recruited to be a panel member) ?Pros: –high response rates –can customize sample (., meeting certain demographic criteria) –already have much of desired background information saving time and money ?Cons: –cannot be projected to entire population Types of Samples Pros and Cons (2 of 2) 49 marketresearch Agenda ?First steps ?Types of research methodology – Telephone surveys – Focus groups – Consumer intercepts – Mail surveys – Consumer panels – Omnibus studies ?Types of samples ?Market research vendors ?Temps as phone interviewers ?Questionnaire design ?Data analysis ?Research and Data Analysis Department 50 marketresearch Choosing a Market Research Vendor * Most statistical analysis can be conducted through Bain Research and Data Analysis group Needs ?Execution only (interviews and data entry) ?Assistance with survey design ?Experience in client industry ?Statistical analysis such as market sizing, segmentation or significance testing* ?Specialty research such as product trials or conjoint analysis ?Help managing plex quotas Full Service No Yes Yes Yes Yes Yes Midsized No Yes Some Some Some Yes Field and Tab Yes No No No No No Market research vendors can be divided into three types: Full service, midsized, and Field and Tab. Which type of firm to use depends upon the plexity of the survey and sample,the need for specialists, timing, and cost. Call Bain Research and Data Analysis for a preferred vendor list 51 marketresearch Scope, Objectives and Background ?Primary and secondary objectives of the study ?Any other useful background information ?Do not tell who client is unless you have permission from the VP ?Desired timelines Sampling ?Desired number of interviews ?Any quotas (., 50 heavy purchasers and 50 light purchasers。 East vs. West Coa