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144 Cards in this Set
- Front
- Back
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Course Objectives
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terminology
How research is done When research should be done. |
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Marketing Research
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AMA:Systematic gathering, recording of data
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Marketing Management
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Marketing Concept then Marketing Research then Marketing Management
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Why do marketing Research (bad)
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BAD REASONS
tradition to gain agreement to prepare a defense in case of failure to stall for legal reasons for public relations/advertising |
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Why do marketing Research (good)
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To reduce uncertainty
To gain information to help guide actions |
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When not to do marketing research
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no change will occur
you know the answer no idea what you are looking for cant be done properly benefits are less than cost |
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Jobs for students out of college
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Analysts and Junior analysts
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Skills for entry level marketing research position
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technical and managerial skills
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Marketing Research questions
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Planning
Problem Solving Control |
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Problem solving in MKT research
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Price
Promotion Place Product |
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MKT Research stats
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75% of companies have marketing research department
95% of companies do marketing research |
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In house research
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Greater familiarity
More contact and control Retention of experience Savings for routine application |
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Outside Research
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Ability to provide specialists
More objective Savings in doing not routine research |
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Organization of marketing research
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Area of application
Marketing Function performed Research technique |
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Area of application
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Product line
brand market segment Geographic area |
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Marketing function performed
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Field sales analysis
advertising research product planning |
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Research technique
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sales analysis
statistical analysis field interviewing questionnaire design sampling |
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Program Strategy
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a company's philosophy of how marketing research fits into its marketing plan
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Project strategy
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The design of individual marketing research studies that are to be conducted
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MIS
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a set of procedures and methods for regular planned collection
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Decision Support Systems (DSS)
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A coordinated collection of data by which an organization interprets relevant data, basis for marketing functions
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DSS System components
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Data system
Model System Dialog system |
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Data System (DSS)
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process and methods used to capture and store data
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Model System (DSS)
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programs which allow user to manipulate the data
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Dialog system (DSS)
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language systems that permit managers to develop models without a programmer
Central to DSS |
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DSS Model System
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Operational-short term, low level managers
Tactical- intermediate term, mid level managers Strategic- long term, upper level managers |
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MIS Compare
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Standardized reporting
Batch Processing Structure Programmer specified models |
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DSS Compare
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Flexible
can change info Interactive Dialog system |
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Stages of research process
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Formulate Problem
Evaluate value of information Determine research design determine data collection methods design data collection forms Design samples and collect data analyze and interpret data Prepare research report |
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Total Error
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Sampling error + Non-sampling error
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research request step
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Initial step that sets research process in motion. summarizes problem,
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Problem formulation steps
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Meet with client
clarify problem state manager;s decision problem develop full range of possible research problems Select research problems Prepare research request agreement |
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ALCA
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Ask
Listen Clarify Analyze |
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Problem Definition
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The problem facing the decision maker for which the research is intended to provide answers
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Research Problem
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A restatement of the decision problem in research terms
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Discovery oriented problems
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What?
Why? |
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Strategy oriented Problems
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How?
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Iceberg Principle
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Obvious symptoms are only the peak, Marketing management problems cannot be seen.
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Parts of research request
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Action
Origin Information Use Targets and subgroups Logistics |
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Research Design
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Framework or plan for a study that is used as a guide for collecting data
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Exploratory Research
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Unaware of problem
Formulating a problem for developing hypothesis Estimating priorities Gathering infor for practical problems increasing familiarity clarifying concepts discovery of ideas and tentative explanations |
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Descriptive Research
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Aware of problem
Describe characteristics Estimate proportion Make specific predictions test hypothesis |
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Methods of exploratory Research
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Literature survey
Experience survey Analysis of selected cases |
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Order of Formulation
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Areas of potential concern
Questions to be answered Research Objectives Hypothesis |
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Cross-sectional Study (Descriptive)
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Investigation involving a sample of elements from the population at a single point in time
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Longitudinal study
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Investigation of fixed sample over a period of time
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Continuous (true) panel
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Fixed sample measured over a period of time, variables are the same
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Discontinuous (omnibus) panel
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fixed sample taken over period of time, but variable vary from measurement to measurement
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Types of longitudinal studies
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Omnibus
True Panel |
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Types of Cross sectional studies
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Field Study- Smaller sample, deeper investigation
Field Survey- bigger sample, shallow investigation |
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Longitudinal Compare
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Allows turnover analysis
Allows collection of more classification info Allows longer and more exacting interviews Produces fewer errors in reporting Fewer interviewer/interviewee interaction errors |
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Cross-sectional Compare
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Tends to produce more representative sample
Fewer errors to respondents behavior Allows the investigation of great many relationships |
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Experiment
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Scientific investigation
controlling one or more variables |
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Types of experiments
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Lab experiment (Contrived)
Field experiment |
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Lab experiment (contrived)
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Investigator creates situation
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Field Experiment
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Researcher studies realistic situation
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Test Market
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Controlled experiment done in a limited sector
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Simulated Test market
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Used to determine ratings of products
Simulated store environment |
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Controlled test market
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Test done by an outside service
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Electronic Test Market
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Panel of households
demographic info |
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Standard test market
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company sells product through normal distribution channels
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progression of test markets
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simulated
controlled standard National roll out |
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secondary data
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collected for some other purpose
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Primary data
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collected for purpose at hand
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Internal Data
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found inside the company
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External data
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found outside the company
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Primary source
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originate the data
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Secondary source
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get data from originators
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Most desirable source
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Primary source
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Primary source reasons
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describes data collection and analysis
most accurate and complete includes footnotes |
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External data types
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Published
Commercial |
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Most desirable data
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Internal
secondary |
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Most relevant data and source
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Internal Data
Secondary Data Primary source |
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Info sources for marketers
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Annual reports
Business Media Employment advertising sales force intermediaries trade shows reverse engineering |
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Three ways of using secondary data
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Literature survey
Answer (address) Check Primary data for reasonableness |
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Literature survey
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Help define problem and identify opportunity
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Answer (address)
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Research objectives
Research questions Hypothesis |
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How to determine Bias
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Look at source (Prim or sec)
look at purpose of research (motive to bias) Look at general evidence regarding quality |
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Statistical units of US census
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Regions-4
SMSA-50,000 Census tracts-4,000 Blocks-4 streets |
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Gov data for segmentation
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CMSA-millions
PMSA-one mill MSA-100,000 Metropolitan counties-50,000 Census tracts-4,000 Block groups-1,000 blocks-100 |
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Statistical Units in gov data
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all MSA's
census tracts blocks/block groups |
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Geo demography
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Availability of demographic info segmented by geographic boundaries
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scanner
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electronic device that reads UPCs
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Single source data
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data that allows researchers to link together purchase behavior
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People meter
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devise used to measure television stats
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Three uses of standardized marketing information services
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Profiling Customers
Measuring product sales and market share Measuring advertising exposure and effectiveness |
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Diary Panel
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A representative group of people keep track of purchases made over a period of time
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Store audits
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Used to determine sales (Old way)
for small businesses auditor does complete inventory of products and records |
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UPC
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numbers of the products that attach it to itself
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Purpose of people meter
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breaks down viewers into demographics
allows advertisers to select target markets to advertise for |
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Define marketing research
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function that links consumers to marketers through information
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Different kinds of firms that conduct marketing research
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Producers
Ad agencies Marketing research companies |
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Skills important to marketing research career
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Analytical
communication human relations comfortable with numbers, statistical techniques and marketing research methods |
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three reasons to study marketing research
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career
know how to evaluate MKT research understand what MKT research can and cannot do |
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Difference b/t project and systems emphasis
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Systems rely on the continuous monitoring of company information.
Project focuses on in-depth, nonrecurring studies |
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Networking of modern info systems
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data can be accessed from anywhere on network- computers and internet
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Trends in gathering of marketing intelligence
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Chief information Officers
Chief Knowledge Officer enterprise resource planning Customer relationship management |
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program strategy
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specifies the types of studies that are to be conducted
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Project strategy
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design of specific studies
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most critical error in marketing research
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total error
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Teleological framework
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focuses on society as the unit
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Deontelogical Framework
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Focuses on the individual as the unit
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Two objectives of initial meeting with client
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build rapport
obtain as much info about the problem/opportunity |
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Two general sources of marketing problems
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unplanned change
planned change |
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Unplanned change
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Reative
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Planned change
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Proactive
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Researchers
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bring new perspective to problem/opportunity
managers fall into routines |
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ALCA
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help identify problems
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Decision problem
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problem as seen by the managers
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Research problems
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restate the decision problem in research terms
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Research request agreement
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summarized problem formulation process
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Elements of research proposal
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tentative project title
statement of marketing problem purpose and limits of project outline data sources research methodology |
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Crucial principle of research
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design of the investigations should stem from the problem
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Key to exploratory
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flexibility
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Literature searches
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Conceptual lit
trade lit published lit |
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experience surveys
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tap the knowledge of those familiar with the subject
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focus group
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like big interviews with group discussions
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Analysis of selected cases
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study of cases like yours
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Moderator
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Key person in focus group
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Six specifications of descriptive study
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who, what, why, when, how, where
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Dummy table
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used to catalog data that is to be collected
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Panel
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fixed sample of elements
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sample surveys
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study of a number of cases at one time
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Greater internal validity
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Lab experiments
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Greater External Validity
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Field Experiments
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Three problems with test marketing
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Cost
Time Control |
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Advantages of simulated test marketing
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Protect marketer from competitors
faster and cheaper good for spotting weaknesses |
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Disadvantages of Simulated test marketing
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Cant provide info on company's ability to secure trade support
do not indicate competitive reaction |
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Two advantages of secondary data
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time and money savings
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Two problems with secondary data
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they do not completely fit the problem
they are not completely accurate |
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three criteria used to determine accuracy of secondary data
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the source
purpose of publication general evidence regarding quality |
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Fundamental rule of secondary data
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Always use primary source of secondary data
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Key sources for researchers to search
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reference libraries
associations online computer searches general guides |
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Search for secondary data
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Use key terms
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U.S. Census collection
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sample of population answers small set of questions
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SIC
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Old way to classify products
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NAICS
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New way to classify products/services
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Fallacies regarding market research
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Limited to special projects
Lengthy Only correct research is good |
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How much risk is reduced
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cannot be 100%
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Determine objectives?
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Researcher and client
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Hypothesis generation
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Theory
Managerial experience Exploratory research |
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Experience Survey
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Good when people communicate what they know
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Dummy Table
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Table with no numbers
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Causal research
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Experiments
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