Post on 23-Feb-2016
description
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Marketing research and information
Chapter five
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Why do marketers need to do research?
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What Good Information does for Marketers
o Helps gain a competitive edge.o Reduces the risks of marketing actions and strategy
implementation.o Provides key consumer insights.o Verifies intuitions and certain types of evidence.o Measures market performance.o Improves overall organizational effectiveness.
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Types of Data
o Secondary Data or information that has been gathered and
published by other parties. Publications, websites, directories.
o Primary Data or information that is gathered directly from the
subjects of the research. Interviews, focus groups, observation, surveys,
experiments.
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Internal Data
o Internal databases store information (or in some cases paper files) Collected from different functions within the company The challenge is to integrate and make information usable (data-
mining)o Types of information that may be useful includes:
customer’s names, addresses, phone #, past purchases, responses to previous offers Demographic characteristics
o Intranet A company’s private decision support system that uses Internet
standards and technology.
Video
Burke Inc. Methodologies
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What’s Happening?
o Mid-term exam time and locationo Term projects – proposals due on Monday.o http://www.youtube.com/watch?v=N0gb9v4LI4o
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What is marketing research?
o The systematic design, collection, analysis, and reporting of data relevant to a specific situation facing an organization
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Types of Marketing Researcho Exploratory research: marketing research to gather
preliminary information that will help define problems and suggest hypotheses Focus group discussions, personal interviews Gathering of secondary data
o Descriptive research: marketing research to better describe marketing problems, situations, or markets Surveys, observational studies
o Causal research: marketing research to test hypotheses about cause-and-effect relationships between variables of interest. Experiments in controlled conditions
Discussion Question
Question1 – page 134
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Observational Research
Fisher-Price set up an observation lab in which it could observe the reactions of little tots to new toys.
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The Research Process
1 2
3 4
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Research Process: Stage 1 defining the problem
o Problems are Often Opportunitieso Don’t Confuse Symptoms with the Real Problemo Exploratory Research
Descriptive research Causal research Focus group interview
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Research Process: Stage 2Planning the research design
o Research Using Primary Data Surveys Observation Experiments
o Research Designs Using Secondary Data (exhibit 5.4)
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Research Process: Stage 3Sampling, Collecting & Analyzing data
o Sampling Data Three questions:1. Who is to be sampled?2. How big should the
sample be?3. How should the sample
be selected? Sample Selection:
Probability Sample vs. nonprobability sample
o Collecting Data Pre-testing
o Analyzing Data Editing & Data analysis
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Research Process: Stage 4drawing conclusions and follow-up
o Drawing Conclusions
o Follow-up:get feedback!
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Typical Problems in Wording Questions
PROBLEM SAMPLE QUESTION EXPLANATION
Leading question
Ambiguous question
Unanswerable question
Two questions in one
Why do you like Wendy’s fresh meat hamburgers better than those of competitors made with frozen meat?
Do you eat at fast-food restaurants regularly? Yes No � �
What was the occasion for your eating your first hamburger?
Do you eat Wendy’s hamburgers and chili? Yes No� �
Consumer is led to make statement favoring Wendy’s hamburgers
What is meant by word regularly-once a day, once a month, or what?
Who can remember the answer? Does it matter?
How do you answer if you eat Wendy’s hamburgers but not chili?
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Typical Problems in Wording Questions
PROBLEM SAMPLE QUESTION EXPLANATION
Non-exhaustive question
Nonmutually exclusive answers
Where do you live? At home In dormitory� �
What is your age? Under 20 20-40 40 and over� � �
What do you check if you live in an apartment?
What answer does a 40-year old check?