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20 Cards in this Set
- Front
- Back
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Role of marketing research in marketing decisions |
- generates info and knowledge to enable marketing decisions and develop strategies - informs following decisions - market segmentation - sales performance - product - distribution - promotion - pricing - attitudes |
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marketing information systems |
- structure put in place to manage info gathered during the usual operations of the organisation - MIS link the customer to the marketer - MIS vary in size and complexity - not every decision is based off research |
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overview of market research process |
Five main components 1. defining the research problem 2. design the research methodology 3. collecting data in accordance with the research design 4. analysis data and drawing conclusions 5. presenting the result and making recommendations - ongoing process, constantly evolving - does not always occur in a strict sequence |
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when market research is appropriate |
Relevance: market research must be able to address the problem at hand Timing: research is only of use if the info it generates can be analysed ahead to the time at which the marketing decisions need to be made Availability of resources: market research process can consume considerable time and money Need for new info: research should not be conducted if info needed is already available Cost-benefit analysis: costs of market research should be assessed agains the resultant benefits |
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Ethics in market research |
- market research attempts to self-regulate activities in Australia - Australian Market and Social Research Society (AMSRS) - research must be objective, based on scientific methods and conducted in compliance with the law |
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Responsibilities to respondents |
- identities must not, without their consent, be revealed to anyone not in the MR process - nobody should be adversely affected - respondents must be able to check without difficulty the identity and good faith of the researchers - cooperation is entirely voluntary at all stages - no child under 14 interview without parent/guardian consent |
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Researchers professional responsibilities |
- researchers must not act in any way that could bring discredit on the market research profession or lose public confidence - must always strive to design research that is cost-efficient and of adequate quality - must not undertake non-research activities and research activities simultaneously |
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Research problem |
the thing the market research is intended to address |
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Types of research |
1. Exploratory research = research intended to gather more info about a loosely defined problem 2. descriptive research = solves a particular, well-defined problem by clarifying the characteristics of certain phenomena 3. Causal research = assumes particular variable causes specific outcome and the tests whether variable actually does affect outcome |
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Secondary data |
- info originally gathered for some purpose other than to address the current market research problem
- held by organisation or external organisation - cheaper, quicker, available - government agencies - international agencies - media - market research providers - marketing info systems - data bases - industry bodies |
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Primary data |
collected directly from respondents as part of current market research problem |
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Quantitative data |
- data that can be represented numerically and analysed statistically - useful for: - assessing market size - identifying market segments - predicting success of marketing campaigns - find out about a customer perceptions of existing products - used in descriptive or causal research - methods - computer-assisted personal interview - mail surveys - online surveys - mobile surveys - experiments - observation - biometrics |
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Qualitative data |
- rich, deep and detailed information - reasons behind behaviour - attitudes and emotions - useful for: - understanding customer needs - evaluating potential new products - testing promotional campaigns - understanding customers - used in exploratory research - methods - depth interview - focus group - observation |
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Sampling |
process of choosing members of the total population |
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Probability sampling |
- ensures every member of population has a known chance of being selected - represents entire population |
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Non-probability sampling |
- no way of knowing the chance of a particular member of population being chosen - quicker and lower costs |
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Random Sampling |
each member has equal opportunity of being selected |
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Stratified sampling |
- population divided into different groups based on some characteristics - random samples chosen from groups |
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Quota |
divides population into groups based on number of characteristics |
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Convenience |
participants selected on basis of convenience |
