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63 Cards in this Set
- Front
- Back
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marketing research
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planning, collecting, analyzing data for an objective purchase and preparing for managerial use
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4 ways marketing research is used
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to achieve the quality desired by customers
assesses the customer service and customer satisfaction helps companies keep customers understand trends in market place |
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marketing concept
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focuses on 3 things: consumer orientation, goal orientation, and system orientation
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consumer orientation
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focuses on delivering the product/service to consumers to satisfy needs
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goal orientation
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achieve the corps goals, but must not sacrifice consumer orientation. delicate balance sometimes
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systems orientation
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systems in place to:
be focused on the consumer find their needs find opportunities relay this info to company |
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2 roles of marketing research
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determine effectiveness of current marketing mix
explore new opportunities (segmenting, new products etc) |
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3 functions of served by marketing research
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descriptive-gets the facts only
diagnostic- explains data and how it relates to use predictive-uses these 2 to predict results of a marketing action |
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marketing strategy
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making long term goals taking into account the firms internal capabilities and external environment, both now and in the future
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four research methods
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survey, observation, experiments, other quantitative methods
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Attitude
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enduring motivational, emotional, perceptual, cognitive responses..
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graphic scale
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graphic continuum where you just mark in bt where you feel is right
two extremes advantages -easy to use/create - allows for fine distinctions disadvantages -tends to force respondents to the middle |
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itemized rating scales
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similar to graphic but they must select from a limited number of ordered categories.
starting items are rotated to eliminate order bias disadvantage - does not allow for fine distinctions |
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rank order scales
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compare two or more items
gives only ordinal data, no feelings on intensity of feelings |
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q-sorting
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60-120 cards
usually have them placed in categories that then will give them a normal distribution goal is to uncover groups of individuals with similar attitudes |
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paired comparison
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pick one of two objects based on a criteria
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constant sum scales
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divide usually 100 points into at least 2 attributes
most researchers say 10 attributes is the limit |
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semantic differential scales
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rank an attribute between two opposite adjectives. the mean of each question is then plotted on a profile or an image. looks like a seismograph
advantages -quick means of examining strenghts of weaknesses - realiable to make decisions/predictions disadvantages -must create custom scales -number of divisions on the scale varies (usually go with 7) |
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halo effect
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when the image is dominated by the overall impression of a concept.
to reduce this effect, switch order of each question to make respondant think about each adjective. |
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stapel scales
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rate from -5 to +5 a descriptor adjective fits a concept
ie how easy is ebay navigaion (+3) if relatively easy advantages -keeps from developing bipolar pairs disadvantages -descriptor adjectives can worded in a negative, neutral, positve light |
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likert scale
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level of agreement or disagreement
advantages -respondent must consider one statement at a time |
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when borrowing a scale...
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understand the nature of the construct that was measured
scope of the measurement content and phrasing of the scale items to a specific population |
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balanced scale
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same number of positive and negative categories
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non-balanced
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weighted towards either positive or negative end
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number of scale categories
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odd or even
odd can allow respondent to choose neutral even means they have to choose a position |
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programmatic research
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goal is to develop marketing options thru market segmentation, product usage etc
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selective research
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tests different alternatives
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evaluative research
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assesses program performance
tracks ad recall, customer attitude, etc |
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research request
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internal request
describes potential research project, benefits, estimated costs |
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request for proposal (RFP)
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external request
invitation to research firm to submit a proposal |
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marketing research proposal
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developed by the resesarch firm that has research objectives, resarch design, timeline, cost
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problem definition process
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1. recognize problem/opportunity
2. discover why you need the info 3. understand the environment -industry, firm, firms product/service, target market 4. use symptoms to clarify problem 5. turn the management prob into a marketing research prob 6. determine whether the information already exists 7. determine whether the research question can be answered 8. state the research objectives |
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research design
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the plan to follow to answer research question
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creating the research design
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no single best research design bc there are trade-offs with every method.
usually quality-cost trade off |
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descriptive studies
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cross sectional and longitudinal
cross sectional- snapshot. same survey, different sample longitudinal- same sample and same survey |
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causal studies
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research to see if one varialbe effects another variable
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temporal sequence
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criterion for causality
follows closely the hypothesized cause |
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concomitant variation
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the degree to which a cause and an effect occur together
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spurious association
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unexamined or unscreened varialbes are causing change on the dependant variable
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probability sample
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every element in the population has a non-zero change of being selected
-allows you to estimate the sampling error |
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nonprobability sample
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chance of getting selected are unknown
-researches cannot calculate sampling error |
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sample error
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even when everything is done corectly, the results are still subjected to chance variation
-chance variation is reduced by increasing pop size |
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systematic error
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errors made from the research design and how it was collected
- includes all errors except sample error |
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three types of sample error
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frame, population specification, sample population
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frame error
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incomplete/innacurate sampling frame
-so it is a bad list of what attributes segment a population |
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population specification error
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doesnt identify the population
-so frame error doesnt identify the right sample, this doesnt identify the right population |
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selection error
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incomplete sampling procedures (problematic in nonproblematic samples)
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measurement error
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exists when you get the wrong information that you were trying to find
-trying to find out why louisville the city sucks and then finding out why their new stadium sucks |
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surrogate information error
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discrepancy bt what info is needed to solve the problem and the info sought by the researcher.
-miscommunication from manager to researcher |
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measurement instrument bias
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known as questionnaire biased
results from the design of the measurement instrument (surveys usually_ |
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nonresponse bias
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systematic difference bt those that rspond and those that do not
-mail surveys have a response rate of 5% |
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refusal rate
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risen from 52 to 60 in 1992
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response bias
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when people answer a question incorrectly
-could be deliberate of unconscious |
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advantages to survey research on internet
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low cost
no geographic barriers executed quickly personalization can reach hard-to-reach higher response rates |
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disadvantages of survey research on internet
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not everyone has internet
information security anyone can take it if not password protected |
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what is SSL
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computer encryption system that secures peoples responses to online surveys
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factors that determine survey method
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how accurate you want it
the budget you have to work with how involved you need the respondents to be quality of the date needed length of the questionnaire search cost structure of the survey |
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role of a questionnaire
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provides standardization and uniformity in the data gathering process
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three criteria for a good survey
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provides the decision making info
considers the population/segment meets editing and coding requirements |
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some things the questionnaire must have
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must:
accomodate all research objectives speaks to respondant in an understandable language convenient for interviewER easy to edit and check must be able to translate into findings |
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things to avoid on a questionnaire
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either/or questions
future intent/usage questions hypothetical questions negatively phrased or double negative questions |
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determinant attitudes
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attitudes that are most closely related to purchase behavior
-research design must identify these attitudes and figure out how strong they are |
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three approaches to finding determinant attitudes
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direct questioning
indirect questioning observation -need to use at least 2 to overcome trade-offs that each approach has |
