Cluster Analysis in Marketing Research

crowd Analysis in Marketing ResearchQ5.Describe cluster analysis with 2 examples related to marketing research?AnsCluster Analysis It is the task of grouping a localise of objects in such a way that objects in the same group argon more exchangeable to each other than to those in other groups. shell 1 Type of customers choose the eating placeFamily, Entertainers, Singles etc manikin 2 Type of customers that choose the eating house based on their nutriment cream.Vegetarian/Non vegetarianMexi loafer, Indian, South Indian, Fast aliment etcWhat atomic number 18 three characteristics of a good quality clustering analysis? AnsThe condition for asking interrogative Q Type of customers that choose the restaurant based on their food choice. (Vegetarian/Non vegetarian)Collection process of data objects.It helps me to understand the of customers food choice.Analysis of similarities between data objectsBased on the data we can analyze which type of customers on their food choice veg/ non veg.Veg is one group and non-veg is another. flock come up with good implementation of analysis (e.g. riddle solving)Answer to the Survey can help us to understand the market demand and we can provide the similar food at the restaurant based on data gathered. ExampleQ6. Describe Qualitative and quantitative research methods with one benefit and disadvantage of each.AnsQualitative researchThe culture gathered is non-numerical and might include responses to an open ended survey question, dialogue from a focus group, the firmness to an essay question, a term composition, or ideas brainstormed by a group.Qualitative data is not limited to words, however, and could include the contents of an art or picture portfolio.Qualitative research uses observation as the data collection method. Observation is the selection and recording of behaviors of people in their environment. Observation is useful for generating in-depth descriptions of organizations or events, for obtaining informati on that is otherwise inaccessible, and for conducting research when other methods argon inadequate.Example Why you like our restaurant, describe? emolument of Qualitative researchRespondents atomic number 18 free to answer both way they would like comment/answer.One advantage of the qualitative approach is that contextual information is gathered when the data is collected. In other words, why is automatically answered/provided in the data.Qualitative research is useful on early stage when we atomic number 18 not sure about what to study.Disadvantage of Qualitative researchIt is valuable and time consuming. It can take a long time to collect and analyze the data.For Interviews it would take 10+ hours to have hour long references with a staff 10 people and that does not include the time needed to schedule the interviews.Time taken for 1 interview = time taken for interview + time taken to schedule interview + time to analyze data (recordings and notes etc). numeric research All of the data collected would be counted or quantified.ExampleSomeones age, income, height or weight would be quantitative dataNumber of hits on a websiteThe number of correct responses on a driving turn upThe number of minutes per weekCar fuel efficiency in KM.Advantage of Quantitative researchIt is less expensive and an efficient method for crowd information especially for large groups of people.Online surveys are lenient way to collect data from large groups of people.In restaurant we have large database of users through data collection.It is easy and cost effective to send and collect feedback through online surveys.The USA government collects Census information every 10 course of instructions.The government doesnt refine to interview everyone in the USA instead they mail out surveys to be completed a very efficient form of data collection.Disadvantage of Quantitative researchIt generally does not include an explanation of why.For example, respondents are asked to Rate the q uality of staff services at the restaurant using the following home plate Excellent , Good ,Fine, Fair ,or Poor.That question would generate quantitative data because we could count the number of people who selected each of the four response options. scarcely knowing how many people found a quality of staff as Excellent does not provide any insights into why it is excellent.Also respondents are limited to arrange of options to respond and they may not feel that any of the options best describes their experience.Q7 Qualitative research.a) Depth Interview Interviewing is a method ofqualitative researchin which the researcher asks unrestricted questions orally and records the respondents answers.Example grimace to face / telephonic Job Interviews can be depth interviews.Interviewer starts with greeting by asking known set of general questions to create comfort level for interviewee/respondent.Q How are you?Q Where are you from?Q Can you please describe yourself?AdvantageAccurate r esults.Better rapport.More successful asCompared with non-response among focus group membersFlexible and continuousDisadvantageIt is costly and time consuming.Less structured.b) Focus Groups Itis a form ofqualitative researchin which a group of people are asked about their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, or packaging.One focus group watches another focus group and discusses the observed interactions and conclusion.ExampleIt is useful in marketing as important tool to acquiringfeedback regarding product/services.In social science it helps Interviewers to study people in a more natural conversation pattern than typically occurs in a one-to-one interview.AdvantageThe face to face involvement of a moderator can ensure things on track.As everybody is under observation, so it is easy to make everybody fully engage even during free time.DisadvantageCan be Biased discussion can be dominated by a a couple of(prenominal ) people.Group discussions can be difficult to steer and control.c) Projective TechniquesOriginally developed to use in psychology.The use of vague, ambiguous, unstructured stimulus objects or authoritys in which the force field projects his or her personality, attitude, opinions and self-concept to give the situation some structure.ExampleA personality test.Photo language Test. (using pictures).AdvantagePersonality test is cost effective. (Only use paper and can be scored by hand or using a machine, can be taken home and returned later)Personality test is Objectivity (questions are mostly true/false) .Disadvantages Sheer length.Untruth (e.g With personality test objective, there is always possibility that test taker never tell the truth.)d) Random probability tryExampleAdvantageDisadvantageQ8 Quantitative research.a) Face to Face interview In person interaction between two or more persons.Face to face interviews are characterised by synchronous communication in time and place.E xampleSurveys of product and services.Job Interviews are mostly face to face.Interviewer starts with greeting and because asks familiar set of general questions to create comfort level for interviewee/respondent.Sample set of questions for surveyQ hi Mam/Sir, How are you? Greeting questionQ Where are you from? Greeting questionQ How do you like our restaurant food? Aimed QuestionAdvantageHigh responsive, there is no significant time delay between question and answerthe interviewer and interviewee can directly react on what the other says or does.The answer of the interviewee/respondent is more spontaneous.Interviewer can formulate questions depending upon response from interviewee.Recorded, can be used later if required.DisadvantageTime Consuming.Expensive. unvoiced to locate respondent.b) hollo interviewTelephonic interviews are characterised by asynchronous communication for place.ExampleSurveys Job Interviews.Telephone interviewsare often conducted by employers in the initial interview round of thehiring process.Starts with greeting then main set of questions related to product/service etc.Sample set of questions for surveyQ Am I speaking to Ajit?Q Is it right time to verbalise?Q I have few questions about Chawalas Indian restaurant?Q How do you like our restaurant staff?AdvantageIt is a cost-effective.Saves time.Extendedaccess to participantsThe telephone interview allows both interviewee/respondent and interviewer to be in a morerelaxed state as compared with face to face.Wide geographical access.It enables researchers to contact populations that might be difficult to take on with on an face to face basis for example mothers at home with small children, shift workers, computer addicts and people with disabilities.DisadvantageDifficult to locate person.Difficult to see the reaction of the interviewee/respondent.No view on the situation in which the interviewee is situated.Disconnection due to technology issues.c) Computer Assisted Personal Interviewin g It is an interviewing technique in which the respondent or interviewer uses a computer to answer the questions.ExampleJob interviews.Psychometric tests.Sample set of questions for surveyQ What is your age?Q Male or female?Q Rate of restaurant staff services? Rate from 1lower to 5higherAdvantageCost effective and time saving.Respondents are able to fill in the questionnaires themselvesAttractinga worldwide audience.DisadvantageSurveysare only for computer sympathy people. (Potential bias to the survey)Quality is missing (a question that should be interpreted in a particular way, but could also be interpreted differently)People tangle witht know or dislike typing. Leave subjective questions unansweredd) Web based Questionnaire AWeb-based surveyis the collection of data through a self administered electronic set of questions on the WebExampleMany companies use survey monkey to get feedback for their product.Survey monkey is one of the sites which help in creating web based questionn aire. (https//www.surveymonkey.com/)Sample set of questions for surveyQ How old are you?Q Are you male or female?Q Do you like our restaurant?AdvantageIt is cost effective and time saving.Large set of responses can be handled easily.Easy to create/manage (sites are self explanatory, eg survery monkey).DisadvantageResources may not be available to everybody (computer, mobile, internet etc)Not everybody is awake(predicate) of technology.People dont know or dislike typing. Leave subjective questions unansweredFormulation of questions required lot of time, expertise and knowledge.Q1How would you apply measuring method to this situation?A variable measured on a nominal carapace is a variable that does not really have any evaluative distinction.ExampleWould you like to recommend the restaurant to your friends? Yes/NoThe answer to the question has no evaluative distinction.How would you apply scaling methods to this situation?By using ordinal criterion scaling method to scale the situa tion.Ordinal The ordinal scale has the property of both identity and magnitudeExample How would you rate the quality/taste of our food and drinks? (Rate from 1 5)1 (Really Bad)2 (Poor)3 (Average)4 (Good)5 (Excellent)By asking this question I would be able to know the quality of the food provided at the restaurant.Q3Primary Scales of measurement that that are used in Statistical analysisNominalOrdinalIntervalRatio scalesNominal The nominal scale of measurement only satisfies the identity property of measurementExample What is your country of citizenship?The Country that someone was born in has no inherent order so it can only be a nominal scale.Ordinal The ordinal scale has the property of both identity and magnitude.Example Identify the scale of measurement for the following Information TechnologyCompany Organisation Titles (1) chief executive officer, (2) Manager, (3) Project Lead and (4) Team Lead.The scale is ordinal. There is an inherent ordering in that a CEO is higher than a Manager, which is higher than a Project Lead, which is higher than Team Lead.CEO Manager Project Lead Team LeadDesignation has flagrant orders.IntervalThe interval scale of measurement has the properties of identity, magnitude, and equal intervals.ExampleQuestion Time of the day.The difference between 4 and 5is equal to the difference between 18 and 19.Ratio ScalesThe ratio scale of measurement satisfies all four of the properties of measurement identity, magnitude, equal intervals, and a minimum value of zero.ExampleWhat is Income earned last year?It has equal intervals weekly, biweekly and monthly etc.Salary can be zero. (For unemployed)Q4Difference between comparative scaling and not comparative scaling techniques in the marketing research.Comparative Scaling The items are directly compared with each other.Paired comparisonIt is sometimes the case that marketing researchers wish to find out which are the most important factors in determining the demand for a productExample Which restaurant/Food do you prefer?Dominos or pizza pie hutItalian pizza or Cheese PizzaBy asking this question first I would be able to analyze the choice of user. First the type of restaurant than the type of pizza.By asking this able to analyze the demand of product.Dollar Metric ComparisonsThis type of scale is an extension of the diametrical comparison method in that it requires respondents to indicate both their preference and how much they are willing to pay for their preferenceThe Unity-sum-gain techniqueA common problem with launching new products is one of reaching a decision as to what options, and how many options one offersExampleRate the mobile products (from 1 to 5)(1 is lower and 5 is higher)AppleSamsungNokiaLGMotorolaBy this I would be able to know which company is most preferred by the user and at what lever and help us is launching new product.Non Comparative scaling techniquesEach item is scaled independently of the others.Continuous rating scalesThe responde nts are asked to give a rating by placing a mark at the appropriate position on a continuous line.How would be rate our staff services?1 (Really Bad)2 (Poor)3 (Average)4 (Good)5 (Excellent)By asking this question I would be able to understand get the rating on quality from 1 to 5. 1 is lower and 5 is higher.Line marking scaleItemised rating scales With an itemised scale, respondents are provided with a scale having numbers and/or brief descriptions associated with each category and are asked to select one of the limited number of categories, ordered in terms of scale position, that best describes the product, brand, company or product attribute being studied.Example How would you rate the price of food items in the menu ?Very ExpensiveExpensiveVery goodGoodCheapBy asking this question to customer of the restaurant I would be able to analyze the rate of food listed in the menu.