intro to marketing research_chapters 1-2_s2011
TRANSCRIPT
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Ice Breakers
Name
Where you were born
Most interesting and/or fun thing you did over break
What you like best about WSU/Pullman
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Discussion Questions
What is marketing?
What is marketing research?
How does marketing research play a role in managerial
decision-making?
What are the different steps in a marketing research project?
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Role of
Marketing Researchin Managerial Decision-Making
Chapter 1
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What is Marketing?
American Marketing Association Definition:
Marketing is an organizational function and a set of processes forcreating, communicating, and delivering value to customers and formanaging customer relationships in ways that benefit the organizationand its stakeholders.
In sum, marketing is about
meeting needs
delivering value to all people affected by a transaction
getting the right product to the right folks at the right time/place for theright price using an appropriate combination of promotional techniques(the four Ps)
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What is Marketing Research?
American Marketing Association (p. 4 in your book):
the function that links an organization to its market through thegathering of information. This information allows for the identificationand definition of market-driven opportunities and problems and allowsfor the generation, refinement and evaluation of marketing actions. Itallows for the monitoring of marketing performance and improvedunderstanding of marketing as a business process.
Malhotra & Peterson (2006, p. 5): the systematic and objective identification, collection, analysis,
dissemination, and use of information that is undertaken to improvedecision making related to identifying and solving problems (also knownas opportunities) in marketing.
Feinberg et al. (2008, p. 4): the systematic process of using formal research and consistent datagathering to improve the marketing function within an organization.This information is used to identify opportunities and problems,monitor performance, and link marketing inputs with outputs ofinterest, such as awareness, satisfaction, sales, share and profitability.
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The Marketing Concept
Need for marketing research based on marketing concept
Idea introduced in 1952, GEs Annual Report:
The (marketing) concept introduces the marketer at the beginning
rather than at the end of the production cycle and integrates
marketing into each phase of the business. Thus, marketing,
through its studies and research, will establish for the engineer, thedesigner, and manufacturer, what the customer wants in a given
product, what price he (or she) is willing to pay, and where and
when it will be wanted. Marketing will have authority in product
planning, production scheduling, and inventory control, as well as
in sales, distribution, and servicing of the product.
Gave rise to the Marketing System
Conceptual model linking Independent Variables (causes) to
Dependent Variables (outcomes)
Understanding the link between IVs and DVs (and reducing
uncertainty) is a key function of marketing research
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Marketing System
Marketing Mix(controllable)
PricingPromotionProductDistribution
Behavior
AwarenessKnowledgeLikingPreference
Intent to buyPurchase
Independent Variables Dependent Variables
Situational Factors(uncontrollable)
DemandCompetitionLegal/politicalEconomic climateTechnologyGov regulation
Performance
Measures
SalesMarket shareProfitROIImage
Understanding relationship
between IVs and DVs
is a key function of MR
From Feinberg et al. (2008)
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The Decision-Making Process
1. Recognize a unique marketing problem or opportunity
2. Clarify the decision (what do we need to know?)
3. Identify alternative courses of action
4. Evaluate the alternatives
5. Select a course of action
6. Implement selected course of action and monitor results
From Feinberg et al. (2008)
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Common Questions Addressed
by Marketing Researchers
Where are new market opportunities (based on macroenvironmental trends)?
How should we segment the market (based on customer characteristics)?
How are we doing (compared to the competition)? Are consumers satisfied with ourproduct or service? If not, what should we improve?
How should we position our product (relative to the competition)?
How will people respond to a new product concept? Test marketing
If our product is priced at $100, what will be the expected demand?
How effective is our advertising? Promotions? Sales force?
Whats in store for the future, and how should we adapt?
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Marketing Research Process:
Transforming Data into Information
Chapter 2
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Overview
Types of Marketing Research Firms
When is Marketing Research Needed?
Decision-Makers vs. Researchers
Iceberg Principle: Symptoms vs. Underlying Problems
Steps in Marketing Research
Elements in a Marketing Research Proposal
Unethical Activities in Marketing Research
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Marketing Research Industry
Internal External
Research Supplier
Full Service Limited Service
CustomizedSyndicated Internet Data Coding
and Entry
Field
Services
Data
AnalysisAC Nielsen Synovate Greenfield
On-Line Field WorkChicago
Malhotra & Peterson (2006)
SDRAtlanta
DavisCodingGroup
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When is Marketing Research Needed?
Can decision problem be resolvedwith subjective information?
YES
Dontundertake theInfo research process
Is problem of strategic importance?
Is secondary data inadequate foraddressing the problem?
Is there enough time to collectdata for managerial decision?
Are there enough resources($, people) to carry out the study?
Does value of researchoutweigh costs of research?
NO
YES
YES
YES
YES
NO
NO
NO
NO
NO
YES Do undertake theInfo research process
Type of
information
Nature of
decision
Availability
of data
Time
constraints
Resourcesrequired
Cost/Benefit
Ratio
Decision
Mak
er
B
ringin
MarketingResearcher
Exhibit 2.3
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When NOT to conduct research
1. Sufficient information for a decision already exists
2. Insufficient time for researchmust make an immediate decision
3. Insufficient resources for research
4. When costs of research are greater than its benefits
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Components of the Research Proposal
1. Purpose of proposed research plan (problem, objectives)
2. Type of study (e.g., exploratory, causal, primary, secondary etc.)
3. Define target population and sample size
4. Describe sampling technique and actual data collection methods to be used
5. Research instruments to be used
6. Possible managerial benefits
7. Proposed cost of whole project
8. Describe primary researchers and research firm
9. Proposed tables (how data might be presented)
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Researchers vs. Decision-Makers
Researchers
Want info to confirm decision
Want quick information
Less willing to pay for more info
Dislike & reject surprises
Decision- and results-oriented
Interested in future performance
Decision-Makers
Like to explore new questions
Can tolerate long investigations
Not concerned about cost
Enjoy surprises
Tentative; speak in probabilities
Interested in past behavior
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Iceberg Principle: Symptoms vs. Problems
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Four Broad Phases in Information Research
Ten steps
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Ten Steps in Information Research
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Step 1:
Identify and Clarify Information Needs
The researcher must work with the decision-maker (requestor) to
Understand the reason for the research request
Help decision maker separate out symptoms (e.g., low sales) from
causes (e.g., poor quality products)
Figure out unit of analysis: Individuals ? Couples? Families?
Narrow down independent variables (causes) and dependent variables(consequences)
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Step 2:
Specify Research Questions
and Define Research Problem
Most important step, because it influences all remaining steps
Initial research question
Will Boise support new stadium and a move from Single-A to Triple-A?
Revised research questions
Your questions?
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Step 3:
Confirm Research Objectives and
Evaluate the Value of the Information
Building on the research questions, develop specific objectives of the
research project and figure out the value of the information. For example,
our objective is to find out:
Will Boise residents (and surrounding area) support a new stadium?
How many games would they be willing to attend with new stadium?
Would they attend more games if the Hawks were Triple-A?
How much more are they willing to spend if new stadium and Triple-A?
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Step 4:
Determine Research Design and Data Sources
Exploratory
Unstructured or semi-structured data collection on a limited group of
respondents
Focus groups, interviews, pilot studies
Can be used to develop future studies
Descriptive
Describes existing characteristics of a target population
Causal
Manipulate an independent variable (e.g., in-store music) and observe effect on
dependent variable (e.g., sales)
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Step 5:
Determine Sample Plan and Size
Census (a survey of all those in the target population) vs. a Sample (a smaller
group of respondents who are representative of the target population)
Step 6:
Assess Measurement Issues and Scales Goal here is to determine what level of information is needed and to choose
reliable and valid measures to assess the constructs of interest.
Step 7:Pretest the Questionnaire
A small group of respondents completes the questionnaire and provides feedback
on it so any adjustments can be made before final sample completes it.
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Step 8:
Collect and Prepare the Data
Interviewer-administered/self-completed questionnaires or observation
Data must be coded (female = 1; male = 2) and cleaned up (look for errors)
Step 9:
Analyze the Data (the Fun Part) Assess frequencies, relationships, cause and effect
Steps 10 & 11:
Transform Data (Results) into InformationPrepare the Final Report
Interpret what the results mean. Answer the so what? question.
Prepare the final report.
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Unethical Activities
by Client (End User)
Solicit proposals, but choose none. Use proposals as a guideline for how toconduct ones own study.
Promise a long-term relationship to get a low introductory rate, but thennever follow through with more projects
by Researcher
Unethical pricing: promise low price, then jack it up Fail to provide (promised) incentives to research subjects
Abuse respondents; promise short survey that turns into an hour; pass alonginformation without permission; collect information without permission
Selling useless research services
Interviewers make up data (curbstoning or rocking chair interviewing)
Interviewers create phantom data (duplicate actual data to boost sample)
Change or fail to report results in an effort to reach a certain conclusion
by Respondent
Give misleading responses (can include socially desirable responding)