MKT 3440

Gibson wrote:

"Researchers must resist the temptation to go along with the first definition suggested

Limited Service Suppliers Other Types

* Market Segment Specialists-Specialize in collecting data from specific market segments such as hispanics or children

Full-service suppliers

*Collect information that is available to multiple firms *Data collected for each firm is different but the method to collect data is standardized *Offer a variety research services tailored to meet the client's specific needs * Specialize in providing services online

Limited Service Suppliers Other Types (Continued)

*Data analysis firms-provide assistance to analyze and interpret data using sophisticated techniques

full-service suppliers

*Have the ability to conduct entire marketing research project for the buyer *Most of the firms listed in the AMA Gold 25 would qualify as Full service research firms *Although many companies specialize, they are large enough to offer a full range of services

Data Preparation and Analysis

*Identifying and discarding unsatisfactory respondents *Using statistical techniques when the underlying assumptions are violated, *Interpreting the results and making incorrect conclusions and recommendations

International Marketing Research

*International marketing research should be sensitive to differences in customs, communication, and culture *The environment in the countries or international markets that are being researched influences the way the steps of the marketing research process should be performed *The environmental factors include laws and regulations, economic, structural, informational, technological, and sociocultural factors

Advantages of MMR

*MMR has the potential to reach a broader audience, gets results faster, lower costs, and elicit higher quality responses *Global Positioning System (GPS) and other location technologies can deliver surveys to the target audience based on their current or past locations

The Largest Marketing Research Companies:

*Nielsen *Kantar *QuintilesIMS

Overview of Ethical Marketing Research

*Problem Definition *Developing an approach *Research Design *Fieldwork *Data Preparation and Analysis *Report Preparation and Presentation

Marketing Research and social media

*Social media are marked by user-generated content *Users are unable to rate, rank, comment on, review and respond to the new world of media

Limited Service Suppliers Field Service

*Specialize in collecting data * Typically operate in a particular area conducting telephone surveys, focus group interviews, mail-intercept surveys and door to door surveys

4 Criteria's for research objectives

*Specify from whom the information is to be gathered *Specify what information is needed *Specify the unit of measurement used to gather information *Word questions used to gather the information in the respondents "frame of reference"

Disadvantages of Mobile Marketing Research

*Surveys must be kept short * No more than 15 questions * No more than 15 minutes

Mobile Marketing Research

*Surveys that are conducted or administered to potential respondents on their mobile devices *The mobile user base is huge and is only expected to keep growing

Problem Definition

*The most important step *A problem well defined is a problem half solved *If the problem is incorrectly defined, all else is wasted effort

The role of the researcher in problem definition

*When management defines the problems in term of a decision to be made *Researchers should ensure managers are defining the problem correctly

Limitations of social media

*While the standard for objectivity is high for journalists, expectations about objectivity among bloggers and other social media users are lower *Social Media as a source of samples suffers from at least two biases: from self-selection and from advocacy

Establishing the need for marketing research

- Can the information be obtained from the internal report systems, the marketing intelligence system, or the decision support system? - When the information is not available, the researcher should consider conducting marketing research

When obtaining data, there are 4 main choices

-A person asks questions -Use computer assisted questioning -Allow respondents to answer questions themselves without computer assistance -Use a combination of the above three methods

Specification of the Decision (Continued)

-Identify the manager's assumptions about the consequences of the alternatives -The managers assumptions must be analyzed for validity

The marketing research proposal

-It states the problems -It specifies the research objectives -It details the research method proposed by the researcher to accomplish the research objectives -It contains a time table -It contains a budget

When to conduct a situation analysis

-Managers may call researchers when they sense something is wrong and they need help in diagnosing the situation (((Here the researcher's task is more involved and the researcher should undertake a situation analysis))) -When management has previously defined the problem, marketing researchers should conduct a situation analysis to ensure the problem has been properly defined

Company policy

-Not conducting marketing Research -Conducting different types of studies on a continuous basis at specified intervals -Certain types of studies being used whenever a particular situation occurs -Marketing research conducted on an "as need" basis -Preference for a type of marketing research i.e. focus groups

Presenting the Final Research Report

-Preparing and presenting the marketing research report is very important because, often, this is the only record of the research project for the client -Reports follow a fairly standard report-writing format, which is illustrated later

Since research provides information to help solve problems, researchers must identify type and sources of information they will use (2 types of information

-Primary information -Secondary information

Establish Research Objectives

-Research objectives tell the researcher exactly how to obtain the information necessary to allow the manger to choose between the decision alternatives -Research objectives are totally dependent on the problem but they are different in that they state what the researcher must do -Research objectives state specifically what information must be produced by the researcher so that the managers can choose the correct decision alternative to solve the problem

Information gaps

-The researcher should ask question about the current information state and determine the desired information state -The researcher seeks to identify information gaps, which are discrepancies between the current information at which the mangers feels comfortable resolving the problem at hand

When is marketing research not needed?

-When the information is already available -When funds are not available for marketing research -When costs outweigh the value of marketing research

Earliest Questionnaire surveys began around (year)

1824

A.C. Nielsen started his firm in

1922

Steps in Marketing Research

1: Establish the need for Marketing Research 2: Define the Problem 3: Establish research objectives 4: Determine research design 5: Identify information types and sources 6: Determine methods of accessing data 7: Design data collection forms 8: Determine the sample plan and size 9: Collect data 10: Analyze data 11: Prepare and present the final research report

World Wide spending on marketing research: US; UK; Germany; France; China; Other;

44% 14% 6% 5% 5% 26%

Target Market

A group of people of persons whom a firm creates and maintains a marketing mix that specifically fits that groups needs preferences

Marketing

A social and managerial process by which individuals and groups obtain what they want and need through creating exchanging products and value with other

"The formulation of a problem is often more essential than its solution."

Albert Einstein

AMA

American Marketing Association

Action Standards

An action standard is a predesignation of some quantity of a measured attribute or characteristic that must be achieved for a research objective for a predetermined action to take place. -The purpose of the action standard is to define what action will be taken given the results of the research findings - Action standards require you to make important decisions before you collect your information and serve as clear guidelines for action once the research is over

Product

Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need

Time Utility

Availability of goods and services when consumers want them

Builds strong ________ and ____________ customer base

Brands; Loyal

descriptive research

Describe market characteristics or functions

Exploratory Research

Discovery of ideas and insights

Ownership Utility

Enabling ownership

Errors in collecting data may be attributed to ______________ or _______________ and they may be either ______________ or _______________

Fieldworkers;Respondents Intentional;Unintentional

What is marketed?

Goods, services, events, experiences, persons, places, properties, organizations, information, ideas

Demands

Human wants that are backed by buying power

Pricing Research

Importance of price pricing policies price elasticity of demand product line pricing

The ______________ ___________ led to manufacturers producing goods for distant markets

Industrial Revolution

Robert Merton

Introduced focus groups

Research has greater value when

It helps clarify problems or opportunities? • it identifies changes that are occurring in the marketplace among consumers and/or competitors? • it identifies the best alternative to pursue among a set of proposed alternatives? • it helps your brand gain a competitive advantage?

Problem Identification Research

Market Potential Research Market Share Research Image Research Market Characteristics Research Forecasting Research Business Trends Research

Buyer's Market

Marketplace characterized by an abundance of goods and/or services

MMR

Mobile Marketing Research

Promotional Research

Optimal promotional budget Sales promotion relationship Optimal promotional mix Copy decisions Media decisions Creative advertising testing Evaluation of advertising effectiveness Claim substantiation

Marketing Research Splits off into 2 Segments

Problem Identification Research;Problem Solving Research

Problem vs. Opportunity

Problem: Gap between what was supposed to happen and what did happen. Opportunity: Gap between what did happen and what could have.

Exchange Process

Process by which on or more parties give something of value to each other to satisfy perceived

4 P's of Marketing

Product, Price, Place, Promotion

Evolution of Marketing

Production Era Selling Era Marketing Era Relationship Era

Problem Definition

Regardless of the source, when managers recognize there is a problem, they must define the problem by identifying the Decision Alternatives

The example below fulfills the four criteria of a research objective.

Research Objective: Conduct a taste test of 400 persons who have purchased cookies within the last month. Conduct a taste test of new cookie recipes A, B,C and, following consumption of each, ask: "If given a choice, which brand (A, B, or C) would you most likely buy the next time you made a decision to buy cookies?" The latter is to be measured on a 7-point scale ranging from 1=Very Unlikely to 7=Very Likely

Most large firms have...

Research departments of their own

Problem Solving Research

Segmentation Research Product Research Pricing Research Promotion Research Distribution Research

marketing strategy

Selecting and analyzing a target market and creating and maintaining a marketing mix that will satisfy that market

inadequate information

Signals the need for marketing research

Hypotheses

Since hypotheses are essentially statements of the decision alternative's assumed consequences, they can be very helpful in determining the research objective

Product Research

Test concept Determine optimal product design Package tests Product modification Brand positioning and repositioning Test marketing Control score tests

Casual Research

Test specific hypotheses and examine relationships

Marketing Management (Second one)

The Analysis, planning, implementations , and control of programs designed to create, build, and maintain, beneficial exchanges with target buyers for the purpose of achieving organizational objectives

The purpose of Parlin's research was to increase advertising for...

The Saturday Evening Post Magazine

Charles Coolidge Parlin conducted...

The first continuous marketing research in 1911 for the Curtis Publishing Company

Validate the symptoms of the problem

The researcher should clarify or validate the symptoms -Are we certain we can place faith in the symptoms? -Are symptoms true?

Marketing Myopia

The shortsightedness by business firms causing management to define their business too narrowly

Process for Defining a Problem

There is no one universally agreed upon process for defining the problem and the research objective

Analyze data

This includes basic descriptive analysis to summarize your data

Distribution Research

Types of distribution Attitudes of channel members Intensity of wholesale & resale coverage Channel margins Location of retail and wholesale outlets

Problem Definition

Using Surveys as a guise for selling and advertising

Developing an approach

Using findings and models developed for specific clients for other projects

Criteria for research objectives

When formulating research objectives, the information requested of respondents must be WORDED in the respondents frame of reference -Every industry has its own jargon and this jargon is to be avoided

The survey must be...

Worded objectively, clearly, and without bias in order to communicate with respondents

Sample

a subset of the population

Smaller firms may

assign a single individual or a committee in charge of marketing research

Place utility

availability of a product in a location convenient for customers (Coke Machine)

Marketing Concept

companywide consumer orientation that creates, delivers and communicates superior values to target markets

Population

consists of the entire group that the researcher wishes to make inferences about

Successful marketing builds demands for products and services, which, in return, ...

creates job

Sample Plans

describes how each sample element, or unit, is to be drawn from the total population

The Size of the sample

determines how accurately your sample results reflect values in the population

Internal Suppliers

entity within the firm that supplies marketing research

3 types of research designs

exploratory, descriptive, causal

It is the researchers role...

explore and question the problem

4 types of utility

form, time, place, ownership

Secondary Information

information already collected

Primary Information

information collected specifically for the problem at hand

Research suppliers

internal and external

Marketing Research

is the systematic and objective *Identification *Collection *Analysis *Dissemination *And use of information

Seller's Market

marketplace characterized by a shortage of goods and services

Financial success often depends

on marketing ability

External Suppliers

outside firms hired to fulfill a company's marketing research needs

Needs

states of felt deprivation

Marketing Management

the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value

Wants

the form human needs take as they are shaped by culture and individual personality

Relationship marketing

the process of creating, maintaining, and enhancing strong, value-laden relationships with customers and other stakeholders.

Utility

the want-satisfying power of a good or service

Form Utility

transforming raw materials into finished products (Donuts)

Research Design

• Formulating a research design more suited to the researcher's rather than the client's needs • Using secondary data that are not applicable or have been gathered through questionable means • Disguising the purpose of the research • Soliciting unfair concessions from the researcher • Not maintaining anonymity of respondents • Disrespecting privacy of respondents • Misleading respondents • Disguising observation of respondents • Embarrassing or putting stress on respondents

Defining the problem

• In defining the problem, managers must first determine what decisions they must make. • Secondly, they must ask if they have adequate information already available to them to make the decision. • Managers should not conduct marketing research "just to know something" because marketing research takes times and money to conduct

Report preparation and presentation

• Incomplete reporting • Biased reporting • Inaccurate reporting

Fieldwork

• Pressurizing respondents • Using questionable fieldwork procedures

Specification of the Decision

• Specify decision alternatives to alleviate the symptom - Decision alternatives include any marketing action that the marketing manager thinks may resolve the problem • Consequences of the alternatives - Consequences are the results of marketing actions. What are the most likely consequences we can anticipate with each decision alternative? - If we do not know these consequences, marketing research can help us by providing information that allows us to predict the consequences