EXAM PREPARATION (MARKETING RESEARCH) Essay Example | Topics and Well Written Essays - 1500 words - 1

EXAM PREPARATION (MARKETING RESEARCH) - Essay Example Another example of categorical data is the use of geography and demographic data to predict behaviour of the consumer. In demography and geography survey, the consumers respond to their state of residence or the city, or the country of origin (Texas, California, and Chicago). However, the study should limit the states or the cities from where it operates from or have subsidiaries. To assess the specific geographic market segmentation, business composition, growth patterns, and the demand difference among the zones or areas of operation, one should also use categorical data. These data can be collected using three criteria. The common approach is the use of open-ended questionnaire that would require coding after data collection (respond allowed to write their thought). Another example involves the use of lists of items in a form to enable the respondent select the options. The categorical data allows the use of multiple response questions (respondent selects). The questions must be c oded to make the selection and subsequent analysis easy. The reason for assigning numbers to labels facilitates data analysis. Analysis is possible through the assessment of modal frequencies and percentages. The nominal data are not suitable for studies that seek to establish the comparison and to rank between products in different geographical and demographic zones. Besides, one cannot use these data in studies that require averages and comparison. Studies seeking to establish ranking or ordering of products and other business variables use ordinal data. In simple terms, the ordinal data determines natural order hence referred to as the rating scale. One can rate (excellent, good, fair, unsatisfactory, and poor) services or products. Such data is useful when one seeks to leverage on the respondent willingness to rank or make their preferred list of items through their selection strategies. Unlike categorical data, which