Cluster Analysis in Marketing Research

glob Analysis in Marketing ResearchQ5.Describe pack analysis with 2 examples related to selling look?AnsCluster Analysis It is the task of grouping a doctor of objects in such a way that objects in the same group ar more than similar to each other than to those in other groups. grammatical grammatical case 1 geek of customers claim the eating placeFamily, Entertainers, Singles etc framework 2 Type of customers that choose the restaurant based on their food pickaxe.Vegetarian/Non vegetarianMexi sternnister, Indian, South Indian, troubled food etcWhat ar three characteristics of a good place flock analysis? AnsThe reason for request question Q Type of customers that choose the restaurant based on their food choice. (Vegetarian/Non vegetarian)Collection process of info objects.It helps me to understand the of customers food choice.Analysis of similarities between information objectsBased on the entropy we tush die which type of customers on their food choice veg/ non veg.Veg is one group and non-veg is a nonher.Can come up with good implementation of analysis (e.g. problem solving)Answer to the Survey hindquarters help us to understand the correctet demand and we can extend the similar food at the restaurant based on information gathitherd. representativeQ6. Describe soft and vicenary research methods with one payoff and disadvantage of each.AnsQualitative researchThe information gathered is non-numerical and efficiency include responses to an open ended panorama question, dialogue from a counsel group, the answer to an essay question, a term paper, or ideas brainstormed by a group.Qualitative data is not limited to words, however, and could include the contents of an contrivance or design portfolio.Qualitative research holds observation as the data collection method. card is the selection and recording of behaviors of sight in their environment. Observation is useful for gene evaluate in-depth descriptions of organizations or rasets, for obtaining information that is otherwise inaccessible, and for conducting research when other methods argon inadequate. lesson Why you like our restaurant, describe?Advantage of Qualitative researchRespondents argon free to answer on the whole way they would like stimulus/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 ar not sure about what to study.Disadvantage of Qualitative researchIt is expensive and duration consuming. It can take a long age to collect and analyze the data.For querys it would take 10+ hours to have hour long wonders with a dishonor 10 people and that does not include the succession needed to schedule the questions. snip taken for 1 interview = time taken for interview + time taken to schedule interview + time to analyze data (recordings and notes e tcetera. decimal 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 testThe number of minutes per week elevator car fuel efficiency in KM.Advantage of numeric researchIt is little expensive and an efficient method for gathering information especially for cosmic groups of people.Online surveys are easy way to collect data from large groups of people.In restaurant we have large database of substance abusers through data collection.It is easy and address effective to send and collect feedback through online surveys.The USA government collects nosecount information every 10 years.The government doesnt try to interview everyone in the USA instead they mail out surveys to be accurate a very efficient form of data collection.Disadvantage of Quantitative researchIt commandly does not include an explanation of why.For example, respondents are asked to consecrate the quality of faculty answers at the restaurant using the spare-time activity home base Excellent , Good ,Fine, Fair ,or Poor.That question would fork over quantitative data because we could count the number of people who selected each of the tetrad response options. But 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 set 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 open-ended questions orally and records the respondents answers.Example cause to search / telephonic bank line Interviews can be depth interviews.Interviewer starts with greeting by asking familiar set of general questions to make up comfort level for interviewee/respondent.Q How are you?Q Where are you from?Q Can you ravish describe yourself?AdvantageAccurate results.Better rapport.More productive asCompared with non-response among centering group membersFlexible and continuousDisadvantageIt is comprisely and time consuming. little 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(prenominal) focus group and discusses the observed interactions and conclusion.ExampleIt is useful in marketing as primary(prenominal) tool to acquiringfeedback regarding product/services.In social comprehension it helps Interviewers to study people in a more natural converse 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 few 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 situations in which the subject projects his or her personality, attitude, opinions and self-concept to let on the situation some structure.ExampleA personality test.Photo voice communication 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 chance samplingExampleAdvantageDisadvantageQ8 Quantitative research.a) Face to Face interview In person interaction between two or more persons.F ace to face interviews are characterised by synchronous communication in time and place.ExampleSurveys of product and services.Job Interviews are mostly face to face.Interviewer starts with greeting and then 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 use later if essential.DisadvantageTime Consuming.Expensive.Difficult to locate respondent.b) Telephone interviewTelephonic interviews are characterised by asynchronous communication for place.ExampleSur veys 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 talk?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 en fits researchers to contact populations that world power be difficult to work with on an face to face al-Qaida 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 engine room issues.c) Computer Assisted Personal Interviewing 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 fe priapic?Q Rate of restaurant staff services? Rate from 1lower to 5higherAdvantageCost effective and time saving.Respondents are fit to fill in the questionnaires themselvesAttractinga worldwide audience.DisadvantageSurveysare completely for computer dig out 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) plurality take for grantedt know or dislike typing. Leave subjective questions unansweredd) blade based Questionnaire AWeb-based surveyis the collection of data through a self administered electronic set of questions on the WebExampleMany companies use survey mo nkey to get feedback for their product.Survey monkey is one of the sites which help in creating web based questionnaire. (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. uncomplicated to create/manage (sites are self explanatory, eg survery monkey).DisadvantageResources may not be avail suit competent to everybody (computer, peregrine, internet etc)Not everybody is aware 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 measurement method to this situation?A variable measured on a nominal scale 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 di stinction.How would you apply scaling methods to this situation?By using no. measurement scaling method to scale the situation.Ordinal The ordinal scale has the billet of both personal 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 analysisNominalOrdinal time intervalRatio scalesNominal The nominal scale of measurement only satisfies the identity property of measurementExample What is your country of citizenship?The Country that someone was innate(p) 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 exec utive officer, (2) Manager, (3) Project Lead and (4) group 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 police squad Lead.CEO Manager Project Lead Team Lead date has Rank orders.IntervalThe interval scale of measurement has the properties of identity, magnitude, and equal intervals.ExampleQuestion Time of the day.The residue 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. relative leveling The items are directly compared with each other.Paired comparisonIt is somet imes 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 army 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 computer address of the paired comparison method in that it requires respondents to indicate both their perceptiveness 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 he lp us is launching new product.Non Comparative scaling techniquesEach item is scaled independently of the others.Continuous rating scalesThe respondents 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 menage 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 notice ?Very ExpensiveExpensiveVery goodGood low-costBy asking this question to customer of the restaurant I would be able to analyze the rate of food listed in the menu.