marketing research pp

7/27/2019 Marketing Research PP

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MarketingResearch


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Marketing Research

The process of planning,

collecting, and analyzing datarelevant to a marketing

decision.


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Diagnostic

Predictive

DescriptiveGathering and presenting

factual statements

Explaining data

Attempting to estimate theresults of a plannedmarketing decision

Roles of Marketing Research


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Management Uses of

Marketing Research

Improve the quality of decision making

Trace problemsFocus on keeping existingcustomers

Understand the ever-changingmarketplace


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Marketing Research Problem

Determining what

information is

needed and how thatinformation can be

obtained efficiently

and effectively


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Secondary Data

Data previously collected for

any purpose other

than the one at hand.


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Sources of Secondary Data

Government Agencies

Trade and Industry Associations

Marketing Research Firms

Commercial Publications

News Media

Internal Corporate Information


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Advantages of Secondary Data

Saves time and money if on target

Aids in determining direction forprimary data collection

Serves as a basis of comparison

for other data


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Disadvantages of Secondary

Data

May not be on target with the researchproblem

Quality and accuracy of data may pose aproblem


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The New Age of Secondary

Information: The Internet

wwwSearch Enginesand Directories

Sites of Interest toMarketing Researchers(AMA, FTC, AmericanDemographics, etc.)

Discussion Groups

Periodical, Newspaper, and Book Databases


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Research Design

Specifies which research

questions must be answered,

how and when the data will

be gathered, and how the

data will be analyzed.


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Primary Data

Information collected for the

first time. Can be

used for solving the particular

problem under

investigation.


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Advantages of Primary Data

Answers a specific research question

Data are current

Source of data is known

Secrecy can be maintained


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Disadvantages of Primary Data

Expensive

Quality declines if interviews /

questionnaires are lengthy

Reluctance to participate in lengthyinterviews

Disadvantages areusually offset by the

advantagesof primary data!


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Survey Research

The most popular technique

for gathering primary data in

which a researcher interacts

with people to obtain facts,

opinions,

and attitudes.


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Forms of Survey Research

Focus Groups

Executive Interviews

Mail Surveys

Telephone Interviews

Mall Intercept Interviews

In-Home Interviews


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Focus Group

Seven to ten people who

participate in a groupdiscussion led by a

moderator.


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Advantages of

On-Line Focus GroupsSpeed

Cost-effectiveness

Broad geographicscope

Accessibility

Honesty


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Questionnaire Design

Open-EndedQuestion

Closed-EndedQuestion

Scaled-ResponseQuestion

An interview question thatencourages an answer phrased in

respondents own words.

An interview question that asksthe respondent to make a selection

from a limited list of responses.

A closed-ended questiondesigned to measure the intensity

of a respondents answer.


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Types of Questions in



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Qualities

ofGood

Questionnaires

Clear and Concise

No Ambiguous Language

Unbiased

Reasonable Terminology


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Observation Research

A research method that relies

on three types of observation:

people watching people

people watching an activity

machines watching people


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Observation Research

Mystery Shoppers

One-Way Mirrors

Types ofObservationResearch

Audits

MachinesWatching

People

PeopleWatching

People

PeopleWatchingan Activity

Traffic Counters

Passive People Meter


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Mystery Shoppers

Researchers posing as

customers who gather

observational data about

a store and collect data about

customer-employee

interactions.


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Experiment

A method a researcher uses

to gather primary data inwhich one or more variables

are altered to determine their

affect on another variable.


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Sampling Procedure

Sample

Universe

A subset from a large population.

The population from whicha sample will be drawn.


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Sampling Procedure

Universe Sample

ProbabilitySamples

Non-ProbabilitySamples


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Probability Samples

ProbabilitySample

A sample in which every element inthe population has a known

statistical likelihood of being

selected.

RandomSample

A sample arranged so that everyelement of the population has anequal chance of being selected.


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Nonprobability Samples

NonprobabilitySample

ConvenienceSample

Any sample in which little orno attempt is made to get a

representative cross-section

of the population.

A form of nonprobability sampleusing respondents who are

convenient or readily

accessible to the researcher.


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Types of Errors

MeasurementError

SamplingError

Frame

Error

Random

Error

Error when there is a differencebetween the information desired and the

information provided by research

Error when a sample somehow does notrepresent the target population.

Error when a sample drawn from apopulation differs from the

target population.Error because the selected sample is

an imperfect representation ofthe overall population.


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Field Service Firm

A firm that specializes in

interviewing respondents on asubcontracted basis.


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Field Service Firms

Focus group facilities

Mall intercept locationsTest product storage

Kitchen facilities

Retail audits

Provide:


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Data Analysis

One-Way Frequency Counts

Record responses to a question

Cross-Tabulation


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Cross-Tabulation

A method of analyzing data

that lets the analyst look at

the responses to one

question in relation to the

responses to one or more

other questions.


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Preparing and Presenting

the Report

Concise statement of the research

objectives

Explanation of research design

Summary of major findings

Conclusion with recommendations


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Following Up

Were the recommendations followed?

Was sufficient decision-making information

included in the report?

What could have been done to make

the report more useful to management?


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Impact of the Internet

Allows better and faster decision making

Improves ability to respond quickly to

customer needs and market shifts

Makes follow-up studies and research

easier

Slashes labor- and time-intensive research

activities


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Advantages of Internet Surveys

Contact with thehard-to-reach

Improved respondentparticipation

Personalized questionsand data

Reduced costs

Rapid development,Real-time reporting


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Internet Samples

UnrestrictedInternetSample

ScreenedInternetSample

RecruitedInternetSample

A survey in which anyone witha computer and modem can fill out

the questionnaire.

An Internet sample with quotasbased on desired sample

characteristics.

A sample in which respondentsare prerecruited and must

qualify to participate.


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Sales Forecasting

Companies also use market research in

order to predict future sales.

Look at historical data, sales analysis and

predict what sales will be in the future.

**Important always but, even more so if

your company is launching a new product

or installing a new marketing plan basedon research factors.

marketing research pp

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