conducting mrktng research
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The Marketing Research Process
Chapter 29Conducting Market ResearchChapter 29Conducting Market Research
Section 29.1 The Marketing Research Process
Section 29.2 The Marketing Survey
Section 29.1 The Marketing Research Process
Section 29.2 The Marketing Survey
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The Marketing Research Process
Objectives
y Explain the steps in designing and conducting
marketing research
y Compare primary and secondary data
y Collect and interpret marketing information
y Identify the elements in a marketing researchreport
Key Terms
problemdefinition
primary data
secondary
datasurvey method
sample
observationmethod
point-of-saleresearch
experimentalmethod
data analysis
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The Marketing Research Process
Study Organizer
Construct a flow chart like this one to record thesteps in conducting marketing research.
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The Marketing Research Process
The five steps that a business follows whenconducting marketing research are:
Defining the problem
Obtaining data
Analyzing the data
Recommending solutions
Applying the results
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Step 1: Defining the Problem
Problem definition ; occurs when a business clearly
identifies a problem and what is needed to solve it.
Because money and time are limited, businessesmust identify which problems and issues are themost important to address at a given time.
problemdefinition
The process bywhich a businessclearly identifies
a problem andwhat is neededto solve it.
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Step 2: Obtaining Data
The word data means facts. There are two types ofdata used in marketing research:
Primary data ; are facts obtained for the firsttime and used specifically for the particularproblem or issue under study.
Secondary data ; have already been collected forsome purpose other than the current study. They
are less expensive to collect than primary data.
There are many ways secondary data can beobtained from both internal sources (within thecompany) and external sources.
primary data
Data obtained forthe first time andused specificallyfor the particular
problem or issueunder study.
secondarydata
Data that hasalready been
collected forsome purposeother than thecurrent study.
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How Secondary Data Are Obtained
Secondary data are most often collected in thefollowing ways:
The Internet
U.S. and state government sources
Specialized research companies
Business publications and trade organizations
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How Secondary Data Are Obtained
The Internet provides company Web sites that shareproduct descriptions, services offered, locations,
revenue information, and company specifications.
Digital dossiers provide company profiles on publiccorporations, income statements, and balance sheets.These are also online.
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How Secondary Data Are Obtained
Data collected by U.S. government agencies can alsobe accessed for free or for a minimal cost on the
Internet. These data deal with:
Population demographics
Specific markets
Industries
Products Economic news
Export information
Legislative trends
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How Secondary Data Are Obtained
Specialized companies will sell:
Demographic data Five-year forecasts
Consumer purchase information
Business data
Census information
Consumer classification reports
Syndicated services make this information availablein print and electronic formats.
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How Secondary Data Are Obtained
National and statewide trade associations oftenpublish secondary data in articles, reports, and books.
The greatest advantage of secondary data is thatthey can be obtained easily because of how widelydistributed they are.
There are two major disadvantages to secondarydata:
The existing data may not be suitable for theproblem under study.
The data may sometimes be outdated and/orinaccurate.
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How Primary Data Are Obtained
Primary research data can be collected using threemethods:
The survey method
The observation method
The experimental method
The survey method ; is a research technique in
which information is gathered from people throughthe use of surveys or questionnaires. It is the mostfrequently used method of collecting primary data.
A sample ; is a part of the target population that
represents it accurately.
surveymethod
A researchtechnique inwhich
information isgathered frompeople throughthe use ofsurveys orquestionnaires.
sampleA part of thetarget populationthat is assumedto represent theentirepopulation.
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How Primary Data Are Obtained
Survey research can be conducted in person, byphone, by mail, or by using the Internet. When the
marketer has decided how to conduct the survey, heor she then writes the questions according to thespecific needs of that survey type.
Personal interviews can be done in focus groups,door-to-door, or randomly in central locations.
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How Primary Data Are Obtained
A focus group interview involves eight to twelvepeople who are brought together to evaluate
advertising, a product, design, or marketing strategyunder a skilled moderator.
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How Primary Data Are Obtained
A major advantage of personal interviews is that theyget a much better and easier response than mail,
phone, or Internet surveys.
Telephone interviews are quick, efficient, andrelatively inexpensive.
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How Primary Data Are Obtained
While mailed surveys have low response rates asuccessful survey may get a ten percent response
offering some type of incentive to complete them canhelp to convince more people to respond.
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How Primary Data Are Obtained
Internet-based surveys are quick and eliminate theneed for data entry. A drawback is that Internet
surveys are limited to individuals who have access tothe Web. Also, many people dislike receivinguninvited e-mail surveys.
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How Primary Data Are Obtained
The observation method ; is a research technique
in which the actions of people are watched and
recorded either by cameras or by observers.
A mystery shopper is a researcher who poses as acustomer. The mystery shopper observes theinteractions between customers and salespeople toevaluate the effectiveness of sales staff.
observationmethod
A researchtechnique inwhich the actions
of people arewatched andrecorded eitherby cameras or byobservers.
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How Primary Data Are Obtained
One disadvantage of the observation method is thatit cannot measure attitudes or motivation. Two
advantages of the observation method are that it isfaster than personal interviews, and people areunaware that they are being observed, so they act asthey normally would.
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How Primary Data Are Obtained
Point-of-sale research ; involves observing
shoppers to decide which ones to choose as research
subjects. After observation, researchers approach theselected shoppers and ask them questions.
This method provides fresh and accurate informationfrom the consumer because the purchase has justbeen made.
point-of-saleresearch
A form ofresearch thatcombines natural
observation withpersonalinterviews to getpeople to explainbuying behavior.
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How Primary Data Are Obtained
The experimental method ; is a technique in which
a researcher observes the results of changing one or
more marketing variables while keeping othersconstant under controlled conditions. It is not usedfrequently because of the cost of setting up theresearch conditions and the inaccuracy of theresponses.
experimentalmethod
A researchtechnique inwhich a
researcherobserves theresults ofchanging one ormore marketingvariables whilekeeping certain
other variablesconstant undercontrolledconditions.
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Step 3: Analyzing the Data
Data analysis ; is the process of compiling,
analyzing, and interpreting the results of primary and
secondary data collection.
Data mining is a computer process that usesstatistical methods to extract new information fromlarge amounts of data.
data analysis
The process ofcompiling,analyzing, andinterpreting the
results ofprimary andsecondary datacollection.
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Step 4: Recommending Solutions tothe Problem
Solution recommendations must be clear and well-supported by the research data. A typical research
report includes the following:
Title page
Acknowledgments of people who assisted
Table of contents
List of tables, figures, charts, and graphs
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Step 4: Recommending Solutions tothe Problem
Introduction
Review of the research information
Procedures used
Findings
Recommendations
Summary and conclusions Appendixes
Bibliography
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Step 5: Applying the Results
Managers use the research report to make decisionsabout marketing strategies to address the researched
problem or issue.
After the research is completed and changes aremade, a business should carefully monitor the resultsto know if the actions are successful.
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SECTION 29.1 REVIEW
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SECTION 29.1 REVIEW
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The Marketing Survey
Objectives
y Design a marketing research survey
y Administer a marketing research survey
Key Terms
validity
reliability
open-endedquestions
forced-choicequestions
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The Marketing Survey
Study Organizer
Complete an outline of this section by listingheadlines, subheadings, and key concepts.
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A questionnaire has validity ; when the questions
asked measure what was intended to be measured.
Reliability ; exists when a research techniqueproduces nearly identical results in repeated trials.It requires that the questions ask for the sametype of information from all respondents.
To be valid and reliable, a questionnaire must be
properly:
Written
Formatted
Administered
validity
When questionsasked on aquestionnairemeasure what
was intended tobe asked.
reliability
When a researchtechniqueproduces nearlyidentical resultsin repeated trials.
Constructing the Questionnaire
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Open-ended questions ; ask respondents to
construct their own response to a question.
Forced-choice questions ; ask respondents tochoose answers from possibilities on aquestionnaire.
Yes/No questions should be used only when askingfor a response on one issue, for example, Was
our facility well maintained? Having a questionthat asks about more than one issue decreasesvalidity and reliability.
open-endedquestionsQuestions thatrequirerespondents to
construct theirown answers.
forced-choicequestionsQuestions thatask respondentsto choose
answers frompossibilities givenon aquestionnaire.
Writing Questions
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Multiple-choice questions give the respondentseveral choices. When constructing these, it is
important to make the options mutually exclusiveand comprehensive enough to include everypossible response.
Offering the choice of other increases reliability.
Writing Questions
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Other forced-choice questions may askrespondents to rate a product or service based
upon a scale.
Level of agreement questions make statementsand ask respondents for their level of agreement.Commonly used options include strongly agree,agree, neutral, disagree, and strongly disagree.
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Writing Questions
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Each question should be clearly written and asbrief as possible.
Use consistent ranking scales for all similarquestions.
Avoid leading questions and introducing biases.
Do not use questions that make yourrespondent guess.
B
asic Guidelines for WritingQuestions
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You should use dark ink on light paper and typethat is easy to read. The questionnaire should be
short enough that the respondent does not growfrustrated or tired while answering.
Be sure to put section headings or numbers on allindividual survey sections as well as numbers foreach question.
Formatting
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Page numbers are essential tomake sure your respondent does
not get lost within the survey.
Formatting
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General demographic questions about gender, age,ethnicity, and education are typically grouped
together at the end of the survey. That is becauserespondents are more likely to answer personalquestions after completing the other questions.
Formatting
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A plan must be established for selectingparticipants in an unbiased way. Be sure to explain
the surveys purpose either in person or on thequestionnaire.
Many questionnaires offer incentives to encouragepeople to participate.
Administering the Questionnaire
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SECTION 29.2 REVIEW
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SECTION 29.2 REVIEW
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Section 29.1
y The five steps that a business follows whenconducting marketing research are defining theproblem, obtaining data, analyzing the data,recommending solutions, and applying the results.The steps are performed sequentially to arrive atsolutions to a problem or research an issue.
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Section 29.2
y Questionnaires should provide data that are validand reliable. Marketing surveys may include open-ended and forced-choice questions. Forced-choicequestions include yes/no, multiple-choice, ratingscale, and level of agreement questions.
y To obtain unbiased data and increase response
rates, market researchers must follow guidelineswhen constructing, formatting, and administeringsurveys.
continued
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This chapter has helped prepare you to meet thefollowing DECA performance indicators:
Identify information monitored for marketingdecision making
Describe sources of secondary data
Search the Internet for marketing information
Monitor internal records for marketing information
Collect marketing information from others (e.g.,customers, staff, vendors)
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CHAPTER 29 REVIEW
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CHAPTER 29 REVIEW
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