9 Marketing Research
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Transcript of 9 Marketing Research
Role of Research• Defined as:
– “the planning, collecting, and analyzing information to improve marketing decisions.”
• A decision Support System (DSS)• Keep isolated marketing managers in touch with markets.• What’s hot? What’s not?• DSS: Interactive, flexible, discovery-oriented & accessible• Create customer profiles via database marketing
Marketing Research • Scientific Method:
– Is the objective and orderly process for testing ideas about 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?
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?
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.
Marketing Research Steps
2. Plan Research Design & Collect Data
• 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) research
study • Market research is what I do almost every day!
Marketing Research Steps
Plan to gather data: surveys2b. If primary data, have to collect data
yourself• 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)
Marketing ResearchMarketing Research Process
Plan to gather data: novel methods2b. Depth interviews
• Observing “you can observe a lot, just be looking”• Advantage: natural inquiry (kids), and gather information
without influencing customers.• What about disadvantages??
• “Mystery shoppers” (what are examples??)• Scanner data: collect buying information (unlimited use)• Netnography/ethnography• Online/focus groups/
Marketing Research
Plan to gather data: experiments2b. Data
• Experimenting – Two similar groups
» Differ on one item of importance» Hold all else constant
– Advantage: causation (Eckerd; 20 stores; POP; Atkins death)
– Disadvantage: naturalism (is it so fake?) LeSportsac vs K-Mart
– Look on the back of a prescription drug print ad….that is an experiment
Marketing Research Steps
5. Analyse/Interpret data• Solve with statistics• Issues:
– Reliability: consistency (same result in repeated trials; scale for weight)
– Validity: measure what you intend to (accurate standardized tests
– Statistical software assists you
Marketing Research Steps
5. Analyze the data (not just interesting)
• Run cross-tabs• Hypothesis testing• Association Measures• Regression Analysis• Structural Equation Models
Marketing Research6. Prepare/Present Report or Manuscript
– Solve objectives clearly– Search for the “better question” (ask about food
quality 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