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49 Cards in this Set
- Front
- Back
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What is marketing research?
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Systematic gathering, recording, and analyzing of data about problems relating to the marketing of goods and services
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What types of activities are included in marketing research? 6
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1. Business Economic and Corporate Research
2. Pricing 3. Product 4. Distribution 5. Promotion 6. Buyer Behavior |
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How many companies use marketing research?
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95%
75% of companies have a formal research department |
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What are some fallacies regarding marketing research? 3
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1. That marketing research is limited (done on a regular basis) to special projects designed to cope with rapidly changing circumstances.
2. That marketing research is too lengthy to effectively cope with rapidly changing circumstances. 3. that only grandiose and theoretically correct research is good research |
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What are some good reasons for doing marketing research
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Reduce uncertainty and to gain information to help in guiding marketing actions.
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What are some wrong reasons to do marketing research? 5
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1. You will not change operations no matter what you find.
2. You already know the answer to your questions 3. You have no idea of what you are looking for (and/or how the information collected will be used) 4. It cannot be performed properly (but it doesn’t have to be perfect) 5. The benefits of doing research are less than the costs of doing research. |
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How much risk is reduced by using marketing research in helping make marketing decisions?
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As much as we can, never certain
Minimize total error |
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Who does marketing research? 5
Who does the most? |
1. Publishing companies and government agencies
- dept. of commerce - bureau of the census 2. large companies with market research departments 3. advertising agencies 4. marketing research consulting agencies 5. academic researchers US government does the most research |
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What are the major positions offered in marketing research careers? 11
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- research director/vice president of marketing research
- assistant director of research - statistician - senior analysts - analyst - junior analyst - librarian - clerical supervisor - field work director - full-time interviewer - tabulation and clerical help |
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How is marketing research organized? 3 What forms of organization are used most often?
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1. Area of application
2. Marketing function 3. Research technique or approach All used equally |
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1. Area of application
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- product line
- brand market segment - geographic area |
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2. Marketing function performed
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- field sales analysis
- advertising research - product planning |
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3. Research technique or approach
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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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What is a Marketing Information System (MIS)?
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MIS – a set of procedures and methods for the regular planned collection, analysis and presentation of information for use in making marketing decisions.
- MIS systems are based upon an objective analysis of each affected manager’s decision-making style and responsibilities. An assessment is made of the types of decisions each decision maker makes, their information’s needs, the timing of those needs and the optimal format of the information. |
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What is a Decision Support System (DSS)?
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DSS- A coordinated collection of data, systems, tools and techniques with supporting hardware by which an organization fathers and interprets relevant information from business and the environment and turns it into a basis for marketing action.
- DSS systems are comprised of data, models and dialog system that can be used interactively by managers. |
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Main difference between MIS and DSS
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Dialog system
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What are the stages in the marketing research process? 8
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1. formulate problem
2. evaluate value of information 3. determine research design 4. determine data collection methods - determine data sources 5. design data collection forms 6. design samples and collect data 7. analyze and interpret the data 8. prepare the research report |
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What is ALCA?
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Ask
Listen Clarify Analyze |
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How are hypotheses generated?
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Managerial
Experience Exploratory research |
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What is the purpose of doing exploratory research? 6
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-Formulating a problem for more precise investigation or for developing hypothesis
- estimating priorities for future research - gathering information about the practical problems of carrying out research on particular conjectural statements - increasing the analyst’s familiarity with the problem - clarifying concepts - discovery of ideas and tentative explanations |
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What are ways of doing exploratory research?
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- literature search
- experience survey - focus groups - analysis of selected cases |
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What is an experience survey?
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Knowledgeable people with varying points of view
Unstructured and informal interviews Respondent freedom to choose factors to be discussed |
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What is the purpose of doing descriptive research? 4
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-to describe characteristics of certain groups
- to estimate the proportion of people in a specified population who behave in a certain way - to make specific predictions - to test initial and/or tentative _______ |
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What are ways of doing descriptive research? 4
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-clear specification of who, what, when, where, why, how
Exploratory – flexible Descriptive – rigid Longitudinal analysis – turnover tables Cross- sectional analysis – cross –tabulations |
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What is a dummy table [used in doing descriptive research]?
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A dummy Table is developed before beginning collection of the data. A dummy table is a table without numbers in it.
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What are panels? 4
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Cross-sectional study
Longitudinal study Continuous panel (true) Discontinuous panel |
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Discontinuous panel
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a fixed sample of respondents who are measured repeatedly over time but on variables that change from measurement to measurement.
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Continuous panel (true
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A fixed sample of respondents who are measure repeatedly over time with respect to the same variables
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Longitudinal study
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investigation involving a fixed sample of elements that is measure repeatedly through time.
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Cross-sectional study
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investigation involving a sample of elements selected from the population of interest that are measured at a single point in time.
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Why might panels not be representative over time? 5
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- losses from mortality
-losses from mobility temporary absence refusals to cooperate mail panels requiring literacy skills |
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mail panels requiring literacy skills
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-lowest income and educational brackets effected the most
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- refusals to cooperate
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- reward more effective in lower income bracket
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- temporary absence
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- men more than women
- upper income more than lower income |
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- losses from mortality
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older more than younger
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-losses from mobility
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younger more than older
- larger communities more than smaller |
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What is causal research? What is its purpose?
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Experimental
- what independent variables affect dependent variables |
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What is a test market?
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a controlled experiment done in a limited but carefully selected sector of the marketplace; its aim is to predict sales or profit consequences, either in absolute or relative terms, of one or more proposed marketing actions.
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What types of test markets are there? 2
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1. simulated test market
. Controlled test market |
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1. simulated test market
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- a study in which interviews are conducted to determine consumer ratings of products; then consumers are given the opportunity to purchase the product in a simulated store.
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2. Controlled test market
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- an entire test program conducted by an outside service in a market in which it can guarantee distribution
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What data and sources should be used first?
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Internal data !
External data relevant secondary data Primary data Secondary data ! last resort Primary data ! Secondary data |
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What are the three uses of secondary data?
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Literature survey – help define the problem and identify the opportunity
Answer – research objectives, research questions, hypothesis Check – primary data for reasonableness |
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How do we judge the usefulness of secondary data? 9
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1. does the data help to answer questions set out in the problem definitions
2. does the data apply to the population of interest 3. does the data apply to the time period of interest 4. can the units and classifications presented apply? 5. is it possible to go to the original source of data? 6. is the cost of data worth it 7. is there bias 8. can accuracy of the data be verified 9. is using the data worth the risk |
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How can we tell if there is bias in secondary data? 3
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Look a the source
Look at the purpose of publication Look at the general evidence regarding quality |
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How is the U.S. Census conducted?
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Everyone responds
- sample for large number of questions |
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What is a research proposal? What should be included in it?
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1 problem definition
2. statement of research objectives 3. research methodology 4. appendix |
