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24 Cards in this Set
- Front
- Back
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Marketing Research
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The systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities
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The Benefits of Marketing Research
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Helps firms stay in touch with customers’ changing attitudes and purchase patterns
Aids in the development of marketing mixes that match the needs of customers Assists in better understanding of market opportunities Determine the feasibility of a particular marketing strategy Improves marketer’s ability to make decisions |
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The Marketing Research Process
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*Define the problem
*Develop research plan *Collect information *Analyze information *Present findings *Make decision |
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Locating and Defining Problems or Research Issues
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Focusing on uncovering the nature and boundaries of a situation or question related to marketing strategy or implementation
*Departures from normal or expected marketing results *Biases in marketing information that distort its meaning *Evidence of possible or potential market opportunities |
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Research Design
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An overall plan for obtaining the information needed to address a research problem or issue
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Hypothesis
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An informed guess or assumption about a certain problem or set of circumstances
Accepted or rejected hypotheses act as conclusions for the research effort |
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Exploratory Research
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Research conducted to gather more information about a problem or to make a tentative hypothesis more specific
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Conclusive Research
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Research designed to verify insights through objective procedures and to help marketers in making decisions
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Descriptive Research
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Research conducted to clarify the characteristics of certain phenomena to solve a particular problem
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Experimental Research
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Research that allows marketers to make causal inferences about relationships
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Reliability
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A condition existing when a research technique produces almost identical results in repeated trials
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Validity
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A condition existing when a research method measures what it is supposed to measure
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Primary data
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data observed and recorded or collected directly from respondents
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Secondary data
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data complied both inside and outside the organization for some purpose other than the current investigation
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Sampling
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*Population: all the elements- units or individuals of interest to researchers for specific study
*Sample: a limited number of units chosen to represent the characteristics of a total population |
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Probability
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each element has an known chance for study
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Random
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each element has an equal chance for study
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Stratified
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study population divided into like groups
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Nonprobability
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element’s likelihood of study is unknown
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Quota
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population is grouped and elements are arbitrarily chosen
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Survey Methods
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Mail Survey
Telephone Survey Online Survey Personal Interview Survey -In-home (door-to-door) interview -Focus-group interview -Customer advisory boards -Telephone depth interview -Shopping mall intercept interviews |
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Observation Methods for Data Collection
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Direct contact with subject is avoided to reduce possible awareness of observation process.
Physical conditions- subject actions and demographics are noted. Observations may be combined with same subject interviews. Data gathered may be influenced by observer bias. |
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Statistical Interpretation
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Analysis of survey data to determine what is typical or what deviates from the average that indicates:
How widely the responses vary How the responses are distributed Which hypotheses are supported Which hypotheses are rejected Whether construction errors have invalidated the survey’s results |
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Reporting Research Findings
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Take an objective look at survey findings
Report deficiencies and reasons for deficiencies Prepare a formal- written document Summary and recommendations Short- clear and simply expressed for executives Technical report Contains more detailed information about research methods and procedures and important data gathered |
