Discuss the factors that affect the quality of the information obtain by marketing research. Be explicit.
The information obtained by the marketing research is based on the data that may involve the specific types of errors. These errors are the factors that diminish the quality of data. The research design is classified into exploratory and conclusive that splits into descriptive and causal. Because these methods are different it is understandable, the factors that affect the quality of data may be specific for certain forms of design or methods. Some errors can be common for all types of design.
One of the design types is exploratory design. The techniques used for the exploratory purposes consist of focus groups interviews, depth interviews and projective techniques. The key to quality of data obtained by the focus group and depth interviews is the qualifications of the moderator. He needs to be well trained and experienced and possess many other skills to be able encourage the respondents to answer the questions.
Additional errors that affect the quality data obtained by panels, depth interviews and projective techniques may be; the misrepresentation (the focus group results may be different then from the population or sampling frame), response errors (the answers are misrecorded, misanalyzed or inaccurate, recording errors (errors due to hearing, interpreting and recording the answers), inability errors (respondents are unable). The exploratory techniques based on face-to-face contact with the interviewer may be more than others techniques affected by unwillingness because the respondents fear of embarrassment, desire to please the interviewer or provide socially desirable information.
The conclusive research includes descriptive and causal techniques. The descriptive techniques are surveys, panel and observation. The quality of data obtained by the descriptive techniques may affect the same errors that affect exploratory techniques. The panels and surveys may be...