Marketing Research (Burns/Bush) - Final Ch 4, 5
Internal Validity
-The observed change in the dependent variable is due to the independent variable.
Uses of databases
-To identify prospects -To decide which customers should receive a particular offer -To deepen customer loyalty -To reactivate customer purchases -To avoid serious customer mistakes
Exploratory research
-is usually conducted at the outset of research projects. -It is usually conducted when the researcher does not know much about the problems.
Longitudinal studies
-repeatedly measure the same sample units of a population over time. -Since they involve multiple measurements over time, they are often described as "movies" of the population
Secondary data advantages
Are obtained quickly Are inexpensive Are readily available Enhance existing primary data May achieve research objective
Packaged services disadvantages
Aspects of a project cannot be customized. The company providing the packaged service may not know the idiosyncrasies of a particular industry.
Syndicated data disadvantages
Buyers have little control over what information is collected. Firms often must commit to long-term contracts when buying syndicated data. No strategic information advantage exists in purchasing syndicated data.
Key sources of secondary data
Census of the Population - Conducted every 10 years Economic Census - Conducted every five years
Types of research design
Exploratory Descriptive Causal
Uses of exploratory research
Gain background information Define terms Clarify problems and hypothesis Establish research priorities
Applications of packaged infomation
Measuring consumer attitudes and opinions Market segmentation Monitoring media usage and promotion effectiveness Market tracking studies
Secondary data disadvantages
Reporting units may be incompatible Measurement units do not match Class definitions are not usable May be outdated May not be credible
Criteria of test market city selection
Representativeness Degree of isolation Ability to control distribution and promotion
Syndicated data advantages
Shared costs Quality of the data collected typically very high Speed
American Community Survey
Survey 3 million Americans every year Provide updated information on key demographics Provide forecasts for future years
Two classes of packaged info
Syndicated data Packaged services
Packages services advantages
The experience of the research firm offering the service Reduced cost of the research Speed of the research service
External Validity
The results of the experiment apply to the "real world" outside the experimental setting.
Uses of test markets
To test sales potential for a new product or service To test variations in the marketing mix for a product or service
Case analysis
a review of available information about a former situation(s) that has some similarities to the current research problem
Importance of research design
allows advance planning so that the project may be conducted in less time and typically at a cost savings due to efficiencies gained in preplanning.
Syndicated data
are collected in a standard format and made available to all subscribers. For example, Marketing Evaluations, Inc., offers several Q Scores® services.
Controlled test market
are conducted by outside research firms that guarantee distribution of the product through prespecified types and numbers of distributors.
Internal secondary data
are data that have been collected within the firm, such as sales records, purchase requisitions, and invoices.
External databases
are databases supplied by organizations outside the firm: -Published -Syndicated services data -Databases
Stimulated test markets
are those in which a limited amount of data on consumer response to a new product is fed into a model containing certain assumptions regarding planned marketing programs, which generates likely product sales volume.
Electronic test market
are those in which a panel of consumers has agreed to carry identification cards that each consumer presents when buying goods and services.
Laboratory experiments
are those in which the independent variable is manipulated and measures of the dependent variable are taken in a contrived, artificial setting for the purpose of controlling the many possible extraneous variables that may affect the dependent variable.
Field experiments
are those in which the independent variables are manipulated and the measurements of the dependent variable are made on test units in their natural setting.
Extraneous variables
are those variables that may have some effect on a dependent variable yet are not independent variables
independent variables
are those variables that the researcher has control over and wishes to manipulate—the 4 P's
dependent variables
are those variables that we have little or no direct control over but a strong interest in changing
Control varibles
are thought to have an effect on DV but are not the focus of the research
Continuous panels
ask panel members the same questions on each panel measurement.
Internal database
consist of information gathered by a company, typically during the normal course of business transactions.
Control group
control of extraneous variables typically achieved by the use of a second group of subjects
Sample surveys
cross-sectional studies whose samples are drawn in such a way as to be representative of a specific population.
Before-after with control group
design may be achieved by randomly dividing subjects of the experiment in two groups:
Purpose of internal database
direct marketing and to strengthen relationships with customers, which is referred to as customer relationship management (CRM).
Secondary data applications
economic-trend forecasting, corporate intelligence, international data, public opinion, and historical data
E
experimental effect (change in the dependent variable due to the independent variable)
Key-informant technique
gathering information from those thought to be knowledgeable on the issues relevant to the problem
Secondary data
information that has previously been gathered by someone other than the researcher and/or for some other purpose than the research project at hand
Primary data
information that is developed or gathered by the researcher specifically for the research project at hand
Experimental design
is a procedure for devising an experimental setting such that a change in a dependent variable may be attributed solely to the change in an independent variable.
research design
is a set of advance decisions that make up the master plan specifying the methods and procedures for collecting and analyzing the needed information.
Packaged information
is a type of secondary data in which the data collected and/or the process of collecting the data are prepackaged for all users.
Record
is a unit of information in a database.
Experiment
is defined as manipulating an independent variable to see how it affects a dependent variable while also controlling the effects of additional extraneous variables.
Standard test market
is one in which the firm tests the product or marketing-mix variables through the company's normal distribution channels
Data mining
is the name for software that helps managers make sense out of seemingly senseless masses of information contained in databases.
Test marketing
is the phrase commonly used to indicate an experiment, study, or test that is conducted in a field setting.
Database marketing
is the process of building and maintaining customer (internal) databases and other (internal) databases for the purpose of contacting, transacting, and building relationships. Examples: CRM and data mining.
American Factfinder
is the tool used for searching data collected by the ACS.
Descriptive research
is undertaken to describe answers to questions of who, what, where, when, and how.
"true" experimental design
isolates the effects of the independent variable on the dependent variable while controlling for the effects of any extraneous variables.
X
manipulation, or change, of an independent variable
Causality
may be thought of as understanding a phenomenon in terms of conditional statements of the form "If x, then y."
Cross-sectional studies
measure units from a sample of the population at only one point in time (or "snapshot").
O
measurement, or observation, of a dependent variable
Quasi experimental design
ones that do not necessarily control for the effects of extraneous variables on our dependent variable.
Syndicated services data
provided by firms that collect data in a standard format and make them available to subscribing firms—highly specialized and not available in libraries.
R
random assignment of subjects to experimental and control groups
Experience surveys
refer to gathering information from those to be knowledgeable on the issues relevant to the research problem
Databse
refers to a collection of data and information describing items of interest.
packaged services
refers to a prepackaged marketing research process that is used to generate information for a particular user.
Posttest
refers to measuring the dependent variable after changing the independent variable.
Pretest
refers to the measurement of the dependent variable taken prior to changing the independent variable.
Micromarketing
refers to using a differentiated marketing mix for specific customer segments, sometimes fine-tuned for the individual shopper.
Focus group
small groups brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem
Published sources
sources of information prepared for public distribution and normally found in libraries or a variety of other entities, such as trade organizations.
Brand switching studies
studies examining how many consumers switched brands
Fields
subcomponents of information composing records.
Experimental group
the group that has been exposed to a change in the independent variable
Secondary data analysis
the process of searching for interpreting existing information relevant to the research topic
Market tracking studies
those that measure some variable(s) of interest—such as market share or unit sales—over time
Lead-user survey
used to acquire information from lead users of a new technology
Discontinuous panels (omnibus panels)
vary questions from one panel measurement to the next.
Descriptive research is desirable when...
when we wish to project a study's findings to a larger population, if the study's sample is representative.