301 8 research close

8/8/2019 301 8 Research Close

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Marketing Research

Dr. Close


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Role of Research Defined as:

the planning, collecting, and analyzing information to improvemarketing decisions.

A decision Support System (DSS)

Keep isolated marketing managers in touch with markets.

Whats hot? Whats not?

DSS: Interactive, flexible, discovery-oriented & accessible

Create customer profiles via database marketing


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Marketing Research Scientific Method:

Is the objective and orderly process for testing ideasabout relationships between variable(s).

Hypothesis is an educated guess about relationship

between variables (if a, then b). Is this the best way to understand consumers?


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Marketing Research

Ethics (politicians find weak spots) Withhold info: ads, phone-in poll, what else?

Privacy: war on debt faith gift

Fake surveys: telemarketer Any other examples?

Internet examples?


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Marketing Research Steps

1. Identify the problems (or opportunity) Is the most difficult and important (Cingular

wireless: product failures: cast about reasons:

lack of image; $300 million BBDO) Book: often outside specialists must understand

situation.

Budget constraints an issue.


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Research Brings New Ideas


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2. Plan Research Design & CollectData

Quick and cost effective (eliminates need) Secondary data (Vans: law; skatepark)

Information already collected and or published

Study information already available

End: decide if information is still needed If so, conduct a new, original (primary) researchstudy

Market research is what I do almost every day!


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How the Internet has ChangedSecondary and Primary Data

Collection Methods


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Plan to gather data: surveys

2b. If primary data, have to collect datayourself

Questioning: survey (Scales) Set of questions to collect information directly from

subjects (open or closed ended)

Self administer or in person (at events, malls)

Problem: low response rates 10% is good, 36% diss)

Problem (from low response): representative

Online surveys

(zoomerang.com.surveymonkey.com)


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Marketing Research

Marketing Research ProcessPlan to gather data: novel methods

2b. Depth interviews Observing you can observe a lot, just be looking

Advantage: natural inquiry (kids), and gather informationwithout influencing customers. What about disadvantages??

Mystery shoppers (what are examples??) Scanner data: collect buying information (unlimited use) Netnography/ethnography

Online/focus groups/


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Marketing Research

Plan to gather data: experiments

2b. Data Experimenting

Two similar groups

Differ on one item of importance

Hold all else constant

Advantage: causation (Eckerd; 20 stores; POP; Atkinsdeath)

Disadvantage: naturalism (is it so fake?) LeSportsac vsK-Mart

Look on the back of a prescription drug print ad.that isan experiment


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Impression of K-Mart?

How would you researchconsumers


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5. Analyse/Interpret data Solve with statistics

Issues: Reliability: consistency (same result in repeated trials;

scale for weight)

Validity: measure what you intend to (accuratestandardized tests

Statistical software assists you


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SPSS vs. SAS


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5. Analyze the data (not just interesting)

Run cross-tabs

Hypothesis testing

Association Measures

Regression Analysis

Structural Equation Models


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Marketing Research6. Prepare/Present Report or Manuscript

Solve objectives clearly

Search for the better question (ask about foodquality in dining hall; everyone talks about price or

location) Tailor to audience (executive or expert scholars

7. Follow up

- How could your improve?- Was a decision made based on your study?

- Build a relationship


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Summary

Read: Uses of Internet in marketinginformation

Know the steps and methods (surveys,experiments, observations, etc.)

Others: Define research

Purpose of research Qualitative v/s Quantitative

Any questions??

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