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94 Cards in this Set
- Front
- Back
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first evidence of mktg research
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1824; local newspaper with survey on who will win local elections in penn.
also mail surveys |
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AC Neilson
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(1922)
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early growth of MR
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1911- first research dept (Curtis Publishing)
recall measures and scaling |
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adolescent years of MR
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1922-AC Nielson begins research ( 1st TV ratings comapny)
1940's- focus groups WWII- social scientists |
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mature years of MR
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-sellers mkt to buyers mkt
-market segmentation techniques developed -OTC software |
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the process of planning and executing the conception, pricing, promotion, and distribtion of ideas goods and services to create exchanges that satisfy individuals and organizational objectives
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marketing
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the planning collecting and analysis of data relevant to marketing decision making and the communication of the results of this analysis to mgmt
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marketing research
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marketing research functions (3)
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descriptive
diagnostic predictave |
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the function that serves as
- the gathering and presenting of statements of facts -describes what is going on -ex (what is the price) |
Descriptive Function
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Function
-The explanation of data or actions (variations) - ex. (why sales changed) |
Diagnostic Function
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Function
- the specification of how to use desciriptive and diagnostic research to predict the results of a planned marketing decision -helps predict future results -ex. (what demand will be) |
Predictive Function
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Research aimed at solving a specific pragmatic problem-
-better understanding of themarketplace -determination of why a strategy or tactic failed -reduction of uncertainty in management decision making ex. a consulting company SPECIFIC |
Applied Research
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3 types of Applied Research
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programmatic
selective evaluative |
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research aimed at expanding the frontiers of knowledge rather than solving a specific pragmatic problem
ex. uniersity or professors |
Basic or pure research
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research conducted to develop marketing options through market, market opportunity analysis or consumer attitude and product usage studies
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progammatic research
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research used to test decision alternatives
-help managers choose what to do with new products |
selective research
(applied) |
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Research done to assess program performance
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Evaluative research
(applied) |
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cost benefit analysis
(2x2) |
-small profit & small market: cost will be greater than benefit (dont do research)
-small profit & large mkt: benefit likely greater than cost & market size affects potential -large profit & small market: cost lower than benefit but mkt size is limiting - large profit& and large market: benefits outweigh costs ( most profitable) |
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mktg research today
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Marketing research is beginning to provide some of the key metrics to senior management—brand health measures, changes in brand equity, advertising and promotional effectiveness measures, for example.
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value of mktg research
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how much you loose v. how much you gain. (weighted avg)
profit of new (% of failure) x profit of new (%of sucess) the gain or loss is comparing decisions or remaining or changing expected value is: % of sucess x gain (what you are willing to pay consultant) |
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management objective based on the principles that (1) the quality being delivered is at a level desired by the traget market and (2) that level of quality must have a positive impact on profitability
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return on quality
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moral principles or values generally governing the conduct of an individual or group
-not a one way relationship as all parties are responsible (suppliers and clients) |
ethics
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quoting an unrealistic low price to secue a firm's business and then using some means to substantiate the raised price
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low ball pricing
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respondents rights
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-choose whether to participate in the research
-be in a safe env. - be informed as to what research is about -be granted privacy of the research results if promised. |
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a style of research gathering in which zealous political supporters decide one canidate to lead voters to support the other canidate.
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push polling
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process by which research can attain professional standing among research authorites as being qualified
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research certification
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internet research cons
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-results may not be representative of population
-ease of use might promote over surveying -not everyone has internet access |
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marketing research questions (5)
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WHY should we do it?
WHAT should be done? is it WORTH it? HOW should it be designed? WHAT will we do with it? |
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companies that carry out customized marketing research to address specific projects for corporate clients
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custom research firms
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companies that collect, package, and sell the same general marketing research data to many firms
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syndicated research firms
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a group of individuals who agree to participate in a series of research studies over time
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research panel
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companies that only collect survey data for corporate clients or research firms
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field service firms
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a pricing strategy in which a marketer sets a relatively high price for a product or service at first, then lowers the price over time
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price skimming
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usually the dominant competitor among several, leads the way in determining prices, the others soon following.
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price leadership
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setting a low price and remaining low to get market share
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price penetration
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managerial problem
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specific type of action required by mgmt to solve the problem
-general and vague -ex should we increase price of product |
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research problem
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what info is needed, from whom, and who can it be obtained
very specific -what is price elasticity of demand and the impact |
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a conjectural statment abt a relationship b/n two or more variables that can be tested with emperical data.
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hypothesis
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a remark about what the researcher wants to learn_without making a claim about what might be causing the issue at hand
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research statement
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problem formulation
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the first and most important step
-links research output to managerial decisions -defines problem, info needs, and hypothesis -establishes value of info obtained -stage for rest of mktg research problem |
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surveys using a limited number of respondents often employing less rogorious sampling techniques
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pilot studies
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reviewing info from situations that are similar to the current one
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case analysis
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research design (step 2)
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framework for conducting the mktg research project
-info needed -data collection methods -measurementand scaling methods -designing sampling plan qualitative or quantitative (exploratory, descriptive, causual) |
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Exploratory Research
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(not conclusive)
used to seek insights into the general nature of the problem (preliminary) -qualitative methods(focus groups, indepth, observation) -secondary data analysis(transactions) |
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Descriptive Research
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prove and accurate snaphot of some aspect of the mktg env
-tentative hypothesis -not causual -surveys, panels, observational data, transactions ex: mkt segmentation studies, geographic studies, elascticity (cross-sectional & longitudal) |
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cross sectional designs
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consists of obtaining info form a sample of respondents belonging to the population on interest only once
benefits: representative sampling and response bias |
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longitudal designs
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consists of obtaining info from a fixed sample at periodic intervals
benefits: detecting change, richness of data, and accuracy |
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causual research
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used to show that one variable causes or determines the values of other variables, cause-effect relationships
(determing which is cause and which is effect) -methods are structured -hypothesis is well defined -uses experiements -it is least used |
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examples of causual research
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-conjoint analysis
-traditional test markets -split cable test markets -simualted test markets -temporal, concomitant, spurious |
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qualitative research
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used for exploratory studies
-depth interviews, focus groups, projectiv techniques, observation |
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indepth interviews
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adv:
-no influence from others -can track theme -can probe specific issues -respondent is focused dis adv. -cost and time -loose benefit of discussions -no group dynamics |
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focus groups
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discussion with informal structure that provokes spontaneity with group interaction
-used in exploratory to generate ideas, understand consumer vocab and reveal needs, motives key factors: moderation, planning agenda, recruitment, and interpretation of data |
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procedure of focus group
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-decide on objectives
-used secondary research or hone questions -select focus group -select moderator -develop questionaire -conduct group -review on tape -prepare report |
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pros of focus groups
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looks consumer in the eye
generates fresh ideas allows client to observe and comment can be executed quickly |
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cons of focus groups
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expense and time
expertise is needed participation issues interpretation is sujective not representatin of population |
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projective tests
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tapping respondents deepest feelings by having them project those feelings into an unstructured situation
used when a respondent cannot respond meaningfully -word association, sentencce completion, cartoon tests, customer drawings, storytelling, third person technique |
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pros of qualitative
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cheaper
better understanding of consumer motives and feelings first hand observations improves efficency of quantitative research -includes open ended questions and probing -data is rich, human, subtle and revealing |
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cons of qualitative research
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does not distinguish small differences in attitudes and opinions in a marketing mix
not representative of the population |
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online focus groups
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pros:
lacking of geographic barriers, can access hard to reach population easier for shyer participants lower costs fast turnaround time increased openness cons: no group dynamics no nonverbal inputs no client invovlement no exposure to external stimuli Less role and skill of moderator |
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Survey Research
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(quantitive b/c measuring in a scale)
RATIONAL is to enable qualtification of facts, opinions and attitudes FLEXIBILITY includes openended and scaled questions, product experience, ongoing vs. one shot 3 decisions -mode of contact (how) -what is being measured -who are subjects and how to select them survey error: sampling v. nonsampling |
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Random/Sampling error
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error resulting from chance variation (difference between a measure obtained from a sample of population and true population)
-results in error from sample design or proceedures -can be prevented by increasing sample size (population specification, sampling frame, selection error |
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population specification error
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incorrectly designing population
ex. adults v. teens |
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sampling frame error
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incomplete or inaccurate sampling frame
ex. some people are not listed in tele directory, those people are different |
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selection error
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not following appropriate sampling proceedures
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measurement errors
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nonsampling/systematic
results from variation b/n info being sought and what is actually being obtained by process types: surrogate interview error measurement intrument error processing error |
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surrogate error
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correct info not sought
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interview error
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inconsistent questioning by giving cues
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measurement instrument error
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flaws in questionaire design
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processing error
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incorrect recording of information
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response error
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when respondent provides inaccurate answers
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non response error
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some sample members not contacted
some members provide incomplete responses |
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door to door
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face to face in customer home
pros:direct contact,demonstrate products, good response rate cons: expensive,bad image,liability, safety issues |
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executive interview
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industrial door to door
pros: talking with decision maker,complicated questioning cons:hard to get manager, not reflective of pop. |
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mall intercept interview
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face to face , in traffic locations
pros: direct contact, test products, human interaction cons: expensive, not representative of pop.,bad image |
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central location telephone
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calling respondents from central location
pros:good segmentation,verify correct respondent cons:cost, response rates slipping, need to be shorter |
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computer assisted telephone interviews
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central location, info is entered into comp.
pros:complicated skip patterns, already on comp.,data entry errors rate cons:comp glitches,need training,expensive equip. |
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cell phone surveys
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pros:cheap,high rate of reaching people
cons:dropped calls, should be breif,low response rate |
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self administered questionaires
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filled out without interviewer
pros:take time, good response rate cons:take long time,overcomplicate survey |
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mail surveys
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ad hoc/cross sectional and mail panels/ longitudal
pros:low costs, can get targeted mailing list,longer questionaires cons:low response,list out of date,not sure of participant,manual data needed |
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email-internet
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pros:cheap,direct access,get hard to reach, good response rates
cons:response rates are low,cant verify responder,security issues, not population |
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observatinal research
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process of recording patterns of occurances or behaviors without normally communicating with people invovled
-info needed must be observable -behavior should be repetitive -behavior must be short |
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situations for observational research
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natural v. contrived (setting)
open v. disugised (subjects knowledge structured v. unstructured (detail or general) |
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garbologist
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going through ones garbage or stuff to analyse consumption patters
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mechanical observation
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eye movement recorders
voice pitch analysis people montiors in tv traffic counters people reader physiological measurement (lie detector) galvanic skin responses electroenecyphalograph Rams scanners |
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ethnographic reasearch
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study of human behavior in its ntural context, observation of behavior in physical setting
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pros of observational research
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see actual behavior
less prone to biases executed quickly and accurately more effiecent elecctronic measurements clients can observe as well |
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cons of ob. research
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only physical or behavior is measured, not attitudes belifs, values
not good representation of pop interpretation is subjective more qualitative expensive and time consuming |
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mystery shopper
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level 1-calls business with a script and notes experience
level 2- visits business and makes purchase with no employee interaction level 3-visits store with scripted scenario, no purchase level 4-visits business to test employees with knowledge |
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secondary data
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historical, multi purpose,
helps clarify issues or problem may provide solution, alternatives, other problems,background enhancing credibility cons:outdated, hard to analyse, missapplied,biased, not available |
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internal sources
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acct data, salesperson reports, inventory management,customer database
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external sources
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could be free, gov, or commercial, syndicated
pulished, trade directories or computer databases online |
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public domain data
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bureau of consensus-largest publisher
population census-eveyr 10 years, demographics economic census- 5 years,industries |
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standard industrial classification SIC
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uniform numbering system for classfying firms
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syndicated sources of data
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store scanner
retail store audits comsumer panels single source systems |
