Marketing 3143

online focus groups

- 4-6 people - anywhere in the world - 1-1.5 hrs -researcher has little control -difficult to verify -respondents can engage in other tasks -easier. can be recruited online by email by panel or by traditional means -limited group dynamics

traditional focus groups

- 8-12 participants - drawn form the local area - 1-3 hours - under the control of the researcher - can be easily verified - attentiveness can be monitored - recruited by traditional means ( telephone, mail, mail panel) - synergistic, snowballing effect pr

●Vice President of Marketing Research ●Research Director ●Assistant Director of Research: ●(Senior) Project Manager ●Statistician/Data Processing Specialist

- The senior position in marketing research. The vice president (VP) is responsible for the entire marketing research operation of the company and serves on the top management team. This person sets the objectives and goals of the marketing research department. -Also a senior position. The research director has the general responsibility for the development and execution of all the marketing research projects. -Serves as an administrative assistant to the director and supervises some of the other marketing research staff members. -Has overall responsibility for design, implementation, and management of research projects. -Serves as an expert on theory and application of statistical techniques. Responsibilities include experimental design, data processing, and analysis.

tasks and context

- discussion with decision makers - interviews with experts - secondary data analysis - qualitative research

Lock-in: the real reason software services become bad

- the brittle character of manufacturing programs can cause digital designs to get frozen into place by a process known as lock-in - it happens due to the fact that many programs are designed to work with an existing program or software concept -moore's law means that a tiny, inconsequential decision today will be present in software that is a million times better in a couple of decades

observation methods

-Personal Observation -Mechanical Observation -Audit -Content Analysis -Trace Analysis

Characteristics of Focus Groups

-Typically 8-12 people -1.5 to 3 hours in length -homogeneous with group; respondents -use of audio and video recording -participants carefully screened -observational, interpersonal, and communication skills of the moderator

marketing research is the systematic and objective

-identification -collection -analysis -dissemination -and use of information For the purpose of improving decision making related to the: -identification and -solution of problems and opportunities in marketing

differences between traditional marketing research and social media marketing

-the nature of the data being collected -Social media has a vast amount of data on user behavior, preferences, and interactions - speed at which data can be collected and analyzed: traditional market research can take weeks or months and social media onducted in real-time, providing organizations with more immediate insights

1.Market Research Analyst 2.Marketing Research Manager 3.Marketing Research Consultant 4.Data Scientist 5.Survey Research Specialist 6.Qualitative Research Specialist 7.Quantitative Research Specialist 8.Market Research Director 9.Marketing Research Associate

1. These professionals collect and analyze data on consumer behavior, market trends, and competitors to inform marketing strategies. 2. These professionals oversee market research projects, including designing research plans, managing budgets, and analyzing results. 3. These professionals work with clients to identify research needs and design research studies to address those needs. 4. These professionals use advanced analytical techniques to extract insights from large data sets and inform marketing strategies. 5. These professionals design and administer surveys to gather data on consumer attitudes and behavior. 6. These professionals use techniques such as focus groups, interviews, and observations to gather data on consumer attitudes and behavior. 7. These professionals use statistical analysis to analyze large data sets and inform marketing decisions. 8. These professionals lead market research teams and are responsible for developing and implementing research strategies for organizations. 9. These professionals assist with the design and execution of market research projects and may also be responsible for analyzing data and preparing reports.

The problem definition process

1. tasks and context 2. environmental context of the problem 3. step 1: problem definition 4. step 2: approach to the problem 5. step 3: research design

problem audit steps

1. the events that led to the decision that action is needed, or the history of the problem 2. the alternative courses of action available to the decision maker 3. the criteria will be used to evaluate the alternative courses of action 4. the potential actions that are likely to be suggested based on the research findings 5. the information that is needed to answer the decision makers question 6. the manner in which the decision maker will use each item of information in making the decision 7. the corporate culture as it relates to decision making

cons of focus groups

1.Misuse 2.Misjudge 3.Moderation 4.Messy 5.Misrepresentation

Marketing Research Process - 6 Steps

1.Problem Definition 2.Development of an Approach to the Problem 3.Research Design Formulation 4.Fieldwork or Data Collection 5.Data Preparation and Analysis 6.Report Preparation and Presentation

pros of focus group

1.Synergism 2.Snowballing 3.Stimulation 4.Security 5.Spontaneity 6.Serendipity 7.Specialization 8.Scientific scrutiny 9.Structure 10.Speed

Simplified Classification of Survey Methods

1.Telephone (traditional, CATI) 2.Personal (in-home, CAPI, intercept) 3.Mail (mail, mail panel) 4.Online (email, Web, mobile)

respondent factors

Aspects of the respondent that affect data collection. Perceived Anonymity ●Perceived anonymity refers to the respondents' perceptions that their identities will not be discerned by the interviewer or the researcher. Social Desirability/Sensitive Information ●Social desirability is the tendency of the respondents to give answers that are socially acceptable, whether or not they are true. With some exceptions, obtaining sensitive information is inversely related to social desirability. "Please the interviewer" effect. Low Incidence Rate ●Incidence rate refers to rate of occurrence of persons eligible to participate in the study. Respondent Control ●Methods that allow respondents control over the interviewing process will solicit greater cooperation and are therefore desirable. When to complete the survey and the pace are under respondent's control.

Example of a problem audit ROOMBA ROBOT VACUUMS

Background: ●Events that led to the need for action (e.g., declining sales, customer complaints) Alternative courses of action ●Update product design ●Adjust pricing strategy ●Improve marketing efforts Criteria for evaluation: ●Potential impact on sales ●Cost of implementation ●Customer satisfaction Potential Actions Based on Research Findings ●Launch new marketing campaign ●Revise product design ●Offer price promotion Information Needed to Answer Decision Maker's Questions ●Market research data ●Customer feedback ●Sales figures Corporate Culture ●How it may impact decision-making process

cons of secondary data

Because secondary data have been collected for purposes other than the problem at hand, their usefulness to the current problem may be limited in several important ways, including relevance and accuracy. ●Relevance. The objectives, nature, and methods used to collect the secondary data may not be appropriate to the present situation. ●Accuracy. Secondary data may be lacking in accuracy, or they may not be completely current or dependable.

Walmart example of the research problem broad statement and specific components

Broad Statement of the Research Problem What are the strengths and weaknesses of Wal-Mart, vis-à-vis other major competitors, with respect to factors that influence store patronage? Specific Components of the Research Problem 1.What criteria do households use when selecting department stores? 2.How do households evaluate Wal-Mart and competing stores in terms of the choice criteria identified in question 1? 3.Which stores are patronized when shopping for specific product categories? 4.What is the market share of Wal-Mart and its competitors for specific product categories? 5.What is the demographic and psychographic profile of the customers of Wal-Mart? Does it differ from the profile of customers of competing stores? 6.Can store patronage and preference be explained in terms of store evaluations and customer characteristics?

Proper definition of the research problem

Broad statement -> specific components -> Components 1,2,3

zooming in on the marketing research problem

Broad statement of the marketing research problem-> component of the marketing research problem -> research question -> hypothesis

making comparisons with google trends

Compare Multiple Search Terms ●Can compare trends for up to 5 different search terms. ●Search is smart and shows alternate meanings. (You can also refine a search by category, but smart search is usually all you need.) ●Average bars show search volume for different terms over the time period. Compare Multiple Time Periods ●Can compare trends for one search term over 5 different time periods. Compare Multiple Locations ●Can compare trends for one search term over 5 different geographic regions (countries, states, metro areas) ●Important: data points within each region are divided by the total searches in the region for that time period. So, comparisons across region are relative, not absolute.

example of Connecting Research Problem Components to Hypotheses

Components. Can store patronage be explained in terms of customer characteristics? (This is specific component #6 of the broad statement about "strengths and weaknesses"). RQ. Do the customers of Wal-Mart exhibit store loyalty? H1: Customers who are store-loyal are less knowledgeable about the shopping environment. H2: Store-loyal customers are more risk-averse than are non-loyal customers.

Conclusion drawing and verification

Consider the meaning of analyzed data and assess its implications for the research question at hand.

Observation Methods: Trace Analysis

Data collection is based on physical traces, or evidence, of past behavior. ●The selective erosion of tiles in a museum indexed by the replacement rate was used to determine the relative popularity of exhibits. ●The number of different fingerprints on a page was used to gauge the readership of various advertisements in a magazine. ●The position of the radio dials in cars brought in for service was used to estimate share of listening audience of various radio stations. ●The age and condition of cars in a parking lot were used to assess the affluence of customers. ●The magazines people donated to charity were used to determine people's favorite magazines. ●Internet visitors leave traces which can be analyzed to examine browsing and usage behavior by using cookies.

Comparison of Focus Groups, Depth Interviews, and Projective Techniques

Degree of structure: Focus groups: relatively high, Depth interviews: relatively medium, Projective techniques, relatively low Probing of individual respondents: Focus groups: low, Depth interviews: high, Projective techniques: medium moderator bias: Focus groups: relatively medium Depth interviews: relatively high Projective techniques: low to high interpretation bias: Focus groups: relatively low Depth interviews: relatively medium Projective techniques: relatively high uncovering subconscious information: Focus groups: low Depth interviews: medium to high Projective techniques: high discovering innovative information: Focus groups: high Depth interviews: medium Projective techniques: low obtaining sensitive information: Focus groups: low Depth interviews: medium Projective techniques: high involve unusual behavior/questioning: Focus groups: no Depth interviews: to a limited extent Projective techniques: yes overall usefulness: Focus groups: highly useful Depth interviews: useful Projective techniques: somewhat useful

Data display

Develop a visual interpretation of the data with the use of such tools as a diagram, chart, or matrix. The display helps to illuminate patterns and interrelationships in the data.

Mechanical Observation

Do not require respondents' direct participation. ●The AC Nielsen audimeter ●Turnstiles that record the number of people entering or leaving a building ●On-site cameras (still, motion picture, or video) ●Optical scanners in supermarkets ●Smart home sensors (like in our example) ●Web traffic analysis Do require respondent involvement. ●Eye-tracking monitors ●Pupilometers ●Psychogalvanometers ●Voice pitch analyzers ●Devices measuring response latency

Mechanical Observation: Doritos Face Tracker

For many years, Doritos ran a "Crash the Super Bowl" contest. Consumers voted online for their favorite user-created Doritos commercial. The winner won a $1 million price (and free trip to the Super Bowl). In 2015, Doritos tried something different.

Example: Using Social Media in Roomba's Problem Audit

Gathering customer feedback. Social media platforms can be used to gather feedback from customers about their experiences with Roomba robot vacuums. This can include comments and reviews on the company's own social media pages, as well as more general conversations about the product on social media platforms such as Twitter or Facebook. Identifying trends and issues. Social media can be used to identify trends and issues that may be affecting the sales or performance of Roomba robot vacuums. For example, if there is a lot of discussion about a particular issue on social media, it could be an indication that this is a problem that needs to be addressed. Google Trends can be use to identify Monitoring competitors. Social media can be used to monitor the activities and performance of competitors in the market for robot vacuums. This can provide valuable insights into what is working well for other companies and what areas may be ripe for improvement.

Depth Interview: Hidden Issue Questioning

In hidden issue questioning, the focus is not on socially shared values but rather on personal "sore spots;" not on general lifestyles but on deeply felt personal concerns. Lufthansa questioned managers about their fantasies, work lives, and social lives to identify "hidden life issues". The answers indicated that glamorous, historic, elite, competitive activities like Grand Prix car racing, fencing, and World War II airplane dogfighting, were of personal interest to the managers. These interests were tapped with an advertising campaign featuring a World War I-type "Red Baron" spokesperson. That campaign communicated the aggressiveness, high status, and competitive heritage of Lufthansa.

Depth Interview Techniques: Laddering

In laddering, the line of questioning proceeds from product characteristics to user characteristics. This technique allows the researcher to tap into the consumer's network of meanings. wide body aircrafts-i can get more work done-i accomplish more-i feel good about myself product characteristics-consumer characteristics

List of Values (LOV): There are a Small Number of Endpoints

LOV values: ●Fun and enjoyment in life ●A sense of accomplishment ●Self-fulfillment ●Self-respect ●Being well respected ●Warm relationships with others ●Excitement ●Security ●Sense of belonging

Laddering Fundamentals

Laddering implements a simple network model of consumer knowledge structure. Based upon "means-end theory" "Why, Why, Why, Why, Why?" Laddering moves from attributes to consequences to values. 1.Product Attributes (concrete, abstract) 2.Product Benefits (functional, psychosocial) 3.Consumer Values (instrumental, terminal)

laddering: nonalcoholic beverages

Level of ladder: attributes -concrete attribute -abstract attribute consequence benefit -functional consequence -psychological consequence values -instrumental value -terminal value EX: - in between color not alcoholic -light taste -soft drink substitute -belonging part of group -social acceptability -security

Decision Problem vs. Research Problem

Management decision problem: - asks what the decision maker needs to do -action oriented - focuses on symptoms Marketing Research Problem: - asks what information is needed and how it should be obtained - information oriented - focuses on underlying causes

Marketing Research VS Data Science

Marketing research : - specifically focused on understanding and improving marketing strategies -collect and analyze data about markets, products, and customers in order to understand consumer behavior and preferences Data Science: -Data science is a broader field that involves the use of statistical and computational techniques to extract insights and knowledge from large and complex datasets -. Data scientists may work on a wide range of problems, including those related to marketing, but they are not necessarily focused on marketing research specifically

word association

Method of assessing somebody's mental state or personality by asking the person to respond with the first word that comes to mind when a given word is heard

what PROBLEM means in a problem audit

P ast information and forecast R esources and constraints O bjectives B uyer behavior L egal environment E conomic environment M arketing and technological skills

comparative evaluation of observation methods

PAGE 202 of notes

Deep Motivations Translate Across Product Categories

PORTL is the first device that lets people beam themselves to a location thousands of miles away and interact with people there. You can call it telepresence, or even holoportation, but it's real right now. PORTL was founded by David Nussbaum in Los Angeles in 2019 and is already shipping its human-sized machines worldwide.

pros of mobile marketing research

PROS: ●Mobile marketing research has the potential to reach a broader audience, get 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. ●Mobile is appealing in many developing economies, where the mobile phone is often the most frequently used information gathering, computing, and communication device for consumers and businesses.

classification of observation methods

Personal Observation Mechanical Observation Audit Content Analysis Trace Analysis

fitting the pieces together

Problem identification research -> problem solving research -> management decision problem -> marketing research problem -> research question then research question then hypothesis

Netnography: Observational Method for Online Content Analysis

Re-imagines ethnography in the physical world as netnography in the digital world. Netnography = Internet + Ethnography

Sample Control

Sample control is the ability of the survey mode to reach the units specified in the sample effectively and efficiently

Data reduction

Select which aspects of the data are to be emphasized, minimized, or set aside for the project at hand.

Use Case: Low Incidence Respondents

Sometimes, it is critical that you survey consumers who have a low incidence rate. ●Households with six or more Amazon Alexa devices. ●Male professors who are Invisalign users.

criteria for evaluating secondary data

Specifications: Methodology Used to Collect the Data - issues: data collection method, response rate, quality of data, sapling technique, sample size, questionnaire design, fieldwork, data analysis -remarks: data should be reliable, valid and generalizable to the problem at hand Error: Accuracy of the Data -issues: examine errors in: approach, research design, sampling, data collection, data analysis, reporting - remarks: assess accuracy by comparing data from different sources Currency: When the Data Were Collected -issues: time lag between collection and publication, frequency of updates -Remarks: census data are periodically updated by syndicated firms Objective(s): The Purpose for Which the Data Were Collected -issues: why were the data collected? are the data relevant to your study, given they were collected for a different purpose? -remarks: the objective will determine the relevance of the data Nature: The Content of the Data -issues: definition of key variables, units of measurement, categories used, relationships explained, is the content relevant -remarks: reconfigure the data to increase their usefulness, if possible Dependability: Overall, How Dependable Are the Data -issues: expertise, credibility, reputation, and trustworthiness of the source -remarks: data should be obtained from an original source rather than an acquired source

evaluating Simmon's insight for secondary data

Specifications: data collection method, response rate, quality of data, sapling technique, sample size, questionnaire design, fieldwork, data analysis - very good Error: examine errors in: approach, research design, sampling, data collection, data analysis, reporting - very good Currency: time lag between collection and publication, frequency of updates - poor to good Objective(s): why were the data collected? are the data relevant to your study, given they were collected for a different purpose? - ok to good Nature: definition of key variables, units of measurement, categories used, relationships explained, is the content relevant -poor to very good Dependability: expertise, credibility, reputation, and trustworthiness of the source - very good

evaluating google trends for streaming services popularity

Specifications: data collection method, response rate, quality of data, sapling technique, sample size, questionnaire design, fieldwork, data analysis Error: examine errors in: approach, research design, sampling, data collection, data analysis, reporting - remarks: do search engines vary depending on country Currency: time lag between collection and publication, frequency of updates -Remarks: easily find a time frame Objective(s): why were the data collected? are the data relevant to your study, given they were collected for a different purpose? Nature: definition of key variables, units of measurement, categories used, relationships explained, is the content relevant -remarks: can't tell if data is positive or negative Dependability: expertise, credibility, reputation, and trustworthiness of the source -remarks: cannot tell number of searches

Observation Methods

Structured and Unstructured disguised vs undisguised natural vs contrived

Use Case: Need Extensive Data - Now!

Suppose you need to collect a large amount of data, and your presentation needs to be ready next week. For these criteria, nothing is ideal (high on both). Compromises have to be made (i.e., collect less data, or take more time)

Depth Interview Techniques: Symbolic Analysis

Symbolic analysis attempts to analyze the symbolic meaning of objects by comparing them with their opposites. The logical opposites of a product that are investigated are: non-usage of the product, attributes of an imaginary "non-product," and opposite types of products. Hawaiian Airlines used symbolic analysis in depth interviews: Q: "What would it be like if you could no longer use airplanes?" A: "Without planes, I would have to rely on emails, letters, and long-distance calls." This suggests what airlines sell to the managers is the ability to engage in face-to-face communication.

Task Factors

Tasks that have to be performed to collect the data. -Diversity of Questions and Flexibility of Data Collection -use of physical stimuli - sample control - quantity of data -response rate

Use of Physical Stimuli

The ability to use physical stimuli such as the product, a product prototype, commercials, or promotional displays during the interview.

situational factors

The context in which the data is collected. Control of the Data Collection Environment ●The degree of control a researcher has over the environment in which the respondent answers the questionnaire. Control of Field Force ●The ability to control the interviewers and supervisors involved in data collection. Potential for Interviewer Bias ●The extent of the interviewer's role determines the potential for bias. Speed ●The total time taken for administering the survey to the entire sample. Cost ●The total cost of administering the survey and collecting the data.

Diversity of Questions and Flexibility of Data Collection

The flexibility of data collection is determined primarily by the extent to which the respondent can interact with the interviewer and the survey questionnaire. The diversity of questions that can be asked in a survey depends upon the degree of interaction the respondent has with the interviewer and the questionnaire, as well as the ability to actually see the questions.

Marketing Research

The function that links the consumer, the customer, and public to the marketer through INFORMATION: - used to identify and define market opportunities -generate refine and evaluate marketing performance -monitor marketing performance -improve understanding of marketing as a process

paradox of external secondary data

There is a huge quantity of secondary data available from business, government and syndicated sources. <-> There are so many sources of secondary data that researchers often feel overwhelmed.

the problem audit

a comprehensive examination of a marketing problem to understand its origin and nature

construction techniques

a projective technique in which the respondent is required to construct a response in the form of a story, dialogue, or description

Completion Techniques

a projective technique that requires the respondent to complete an incomplete stimulus situation

Flow Theory (Csikszentmihalyi)

a theory of motivation that suggests that individuals will experience an intense level of enjoyment, concentration, and lack of self-awareness when actively engaged in activities that have clear goals, unambiguous feedback, and a match between one's skills and the challenge of the task To experience flow while engaged in an online pursuit, consumers must perceive a balance between their skills and the challenges of the interaction, and both their skills and challenges must be above a critical threshold

Secondary data

are data that have already been collected for purposes other than the problem at hand. These data can be located quickly and inexpensively.

primary data

are originated by a researcher for the specific purpose of addressing the problem at hand. The collection of primary data involves all six steps of the marketing research process (Chapter 1).

evaluation of survey methods

better example on page 186 of notes

connecting research problem components to hypothesis

components of the marketing research problem -> Objective theoretical framework -> Research Questions -> analytical model -> Hypotheses

specific components of a research problem

focus on the key aspects of the problem and provide clear guidelines on how to proceed further.

syndicated services as NPD provide single source data

follows a persons TV, reading, and shopping habits It is desirable to combine secondary information obtained from different sources. Combining data allows the researcher to compensate for the weakness of one method with the strength of another. One outcome of the effort to combine data from different sources is single-source data. Single-source research follows a person's TV, reading, and shopping habits. After recruiting a test panel of households, the research firm meters each home's TV sets and surveys family members periodically on what they read. Their grocery purchases are tracked by UPC scanners. For background, most systems also track retail data, such as sales, advertising, and promotion. Thus, single source data provide integrated information on household variables, including media consumption and purchases, and marketing variables, such as product sales, price, advertising, promotion, and in-store marketing effort.

Published External Secondary Sources

guides, directories, indices

classification of secondary data

internal secondary data; - social media -then customer data bases and -CRM database marketing - and data warehouse and mining external secondary data - social media - business/ non-gov -gov - syndicated services

Natural observation

involves observing behavior as it takes places in the environment. For example, one could observe the behavior of respondents eating fast food at Burger King.

analytical model

is a verbal, graphical, or mathematical representation based on theory. ●Describes the relationship among variables. ●Shows how to test relationships. ●Guide building predictive models.

theory

is based on principles, which have either been proven or accepted as true. ●Guides selection of variables. ●Guides selection of samples. ●Guides research design. ●Can be used to interpret the data. ●Help relate findings to previous research.

Overview of syndicated services

look at notes page 132

Online vs Traditional Focus Groups

look at notes page 149

Focus groups vs in depth interviews

look at page 152 of notes

situation factors pros and cons

look at page 193 of notes

respondent factors pros and cons

look at page 195 of notes

why do you need open discussion between researcher and decision maker

need to help identify: ●The events that led to the need for making a decision. ●The alternative courses of action available to the decision maker. ●The criteria to be used in evaluating various courses of action. ●The information that is needed by the decision maker in making the decision.

Qualitative Research

objective: to gain a qualitative understanding of the underlying reasons and motivations sample: small number of nonrepresentative cases data collection: unstructured data analysis: nonstatistical outcome: develop an initial understanding

Quantitative Research

objective: to quantify the data and generalize the results from the sample to the population of interest sample: large number of representative cases data cllection: structured data analysis: statistical outcome: recommended a final course of action

What is one and the same?

problem solving research and management decision problem are the same thing!

Pros and cons of survey methods

pros of interview: probe further, observe for body language pros of survey: inexpensive, less time, anonymous, large number cons of interview: time consuming, expensive, limited in number of subjects cons of questionnaires: response sets, no clarification, leaves out part of pop. BETTER EXAMPLE PAGE 190 of notes

broad statement of the research problem

provides perspective on the problem and acts as a safeguard against overlooking important aspects of the marketing research and management decision problems.

Problem-Identification Research

research undertaken to help identify problems that are not necessarily apparent or that are likely to arise in the future - the problems are not apparent at first Examples: market potential, market share, image, market characteristics, sales analysis, forecasting, and trends research

Problem-Solving Research

research undertaken to help solve specific marketing problems - they are a specific problem you are solving. good examples include: which segment should we target? Examples: segmentation, product, pricing, promotion, and distribution research.

Expressive Techniques

respondents are presented with a verbal or visual situation and asked to relate the feelings and attitudes of other people to the situation.

contrived observation

respondents' behavior is observed in an artificial environment, such as a test kitchen.

Most surveys are

structured and direct

classification of survey methods by mode of administration

survey methods telephone interviewing (traditional or computer assisted), personal interviewing (in-home, computer-assisted, mail-intercept), mail interviewing (mail, mail panel), electronic interviewing (email, internet), mobile interviewing ( in-app, sms/other)

why is syndicated data not great

syndicated data user interfaces are objectively terrible and painful to use. it does not matter which one, i have never heard of a single one that is an easy to use as simply querying a database with SQL server or teradata. From the antiquated MS excel interface of nielsen planners to the web based IRI liquid data or nielsen AOD, all the interfaces add complexity and time to the process

summarizing pros and cons of survey methods

telephone: respondent factor personal: task factor mail: situational and respondent factor online: situational and respondent factor

social media marketing

the collection and analysis of data from social media platforms to inform marketing decisions.

unstructured observation

the observer monitors all aspects of the phenomenon that seem relevant to the problem at hand, e.g., observing children playing with new toys

structured observation

the researcher specifies in detail what is to be observed and how the measurements are to be recorded, e.g., an auditor performing inventory analysis in a store.

undisguised observation

the respondents are aware that they are under observation

disguised observation

the respondents are unaware that they are being observed. Disguise may be accomplished by using one-way mirrors, hidden cameras, or inconspicuous mechanical devices. Observers may be disguised as shoppers or sales clerks.

Directness

● indicates that the true purpose of the project is known by the respondents.

Objectives of Netnography

●A culturally-grounded deep understanding of consumers' language, meaning, rituals and practices regarding a brand or product. ●Identify an appropriate online community that is 1) relevant, 2) has sufficient traffic, 3) has rich data, and 4) involves interactions among members. ●Immerse yourself in the community by 1) observing and learning and 2) introducing yourself and participating ("participant-observer"). ●Three levels of data: 1) archived (exists already), 2) elicited (co-created by researcher and community members) and 3) field notes (your observational and reflective notes) ●Analysis is qualitative involving: 1) constructing classification systems, 2) coding, and 3) synthesis and contextualization

Personal Observation

●A researcher observes actual behavior as it occurs. ●The observer does not attempt to manipulate the phenomenon being observed but merely records what takes place. ●For example, a researcher might record traffic counts and observe traffic flows in a department store.

guides

●An excellent source of standard or recurring information ●Helpful in identifying other important sources of directories, trade associations, and trade publications ●One of the first sources a researcher should consult

Definition of Projective Techniques

●An unstructured, indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern. ●In projective techniques, respondents are asked to interpret the behavior of others. Because of the focus on others, projective techniques are more likely to come up with experiential and intuitive aspects of consumption, while in-depth interviews are more likely to come up with rational and analytic aspects due to focus on self. ●In interpreting the behavior of others, respondents indirectly project their own motivations, beliefs, attitudes, or feelings into the situation. ●Four techniques: 1) word association, 2) completion, 3) construction and 4) expressive.

differences between social media vs mobile marketing

●Data sources. Mobile marketing research focuses on data collected from mobile devices, while social media marketing research focuses on data collected from social media platforms. ●Types of data. Mobile marketing research can include data on app usage, location and movement patterns, and interactions with mobile ads, while social media marketing research can include data on user engagement with content, demographics of users who engage with a brand's content, and the reach and impact of social media campaigns. ●Real-time data. Mobile marketing research has the potential for real-time data collection and analysis, as mobile devices are always connected and can provide a constant stream of data on consumer behavior. Social media marketing research can also be conducted in real-time but may not provide as much detail as mobile marketing research (for example mobile tracks changes in location).

Some difficulties that may be encountered dealing with decision makers

●Decision maker may not have enough time for a useful discussion with the researcher. ●There might be multiple decision makers (conflict of interest). ●The decision might have decided the action in advance and only wants data to support their decision.

Advanced Use of Google Trends

●Download Google Trends data as a CSV file (you need to be logged into your Google account). ●Use advanced search operators: ○Apple Samsung (search for Apple AND Samsung) ○Apple + Samsung (search for Apple OR Samsung) ○tennis - shoes (searches containing the word tennis, but not the word shoes). ○"Hey Siri" (search for exact phrase "Hey Siri") ○Use non-Latin characters to see searches from countries that use those characters. Example: ねこ will return searches for cat from Japan.

Using Google Trends for Marketing Research

●Find hot trends based on growth in search volume ●Find relevant product categories by using related topics ●Keyword research ●Identify seasonal trends for promotion ●Identify seasonal trends for content freshness ●Create content about current trends ●Find niche topics by region ●Monitor competitors' positions ●Search within YouTube to predict when people will search for certain phrases ("2023 grammys") ●Search within Google Shopping to identify shopping trends.

google trends

●Google Trends shows how many searches were done over a certain period of time, for a given search term. ○Search volume for a given chart is normalized so that the maximum value is equal to 100. ○Google Trends analyzes a sample of all Google searches. ○Google Trends excludes: low volume search terms, duplicate searches from the same person in a short period of time, special characters

directories

●Helpful for identifying individuals or organizations that collect specific data Examples: Consultants and Consulting Organizations Directory, Encyclopedia of Associations, FINDEX: The Directory of Market Research Reports, Studies and Surveys, and Research Services Directory

indices

●Helpful in locating information on a particular topic in several different publications

demographic data

●Identification (name, address, email, telephone) ●Sex ●Marital status ●Names of family members ●Age (including ages of family members) ●Income ●Occupation ●Number of children present ●Home ownership ●Length of residence ●Number and make of cars owned

pros of secondary data

●Identify the problem ●Better define the problem ●Develop an approach to the problem ●Formulate an appropriate research design (for example, by identifying the key variables) ●Answer certain research questions and test some hypotheses ●Interpret primary data more insightfully Operational advantages: ●Cheaper ●Easier and quicker to find and collect ●Already cleaned and sometimes even analyzed

psychographic lifestyle data

●Interest in golf ●Interest in snow skiing ●Interest in book reading ●Interest in running ●Interest in bicycling ●Interest in pets ●Interest in fishing ●Interest in electronics ●Interest in cable television

the problem audit not only helps guide the conversation with the decision maker but also:

●Interviews with Industry Experts ●Secondary Data Analysis ●Qualitative Research ●The problem audit needs to be considered in the environmental context

Role of social media in problem definition

●Social media can be used to aid in all the tasks that need to be performed in order to define the problem. ●If the decision maker maintains a blog or has a Facebook page, these sources provide additional information in understanding the DM and her/his objectives. ●It is also possible to identify industry experts and an analysis of their social media sites can provide insights into their thinking as it relates to the problem at hand. ●Social media are a natural source of qualitative secondary data and qualitative research. ●Social media can also help in gaining an understanding of the environmental context of the problem. ●In defining the marketing research problem, analysis of social media content can provide a good idea of the broad scope of the problem and aid in identifying the specific components.

Simplified Approach to Netnography

●Step 1. Define Your Research Questions. Identify 3-4 good questions. Iterate over time. ●Step 2. Community Identification. Where are consumers talking about things related to your Research Questions? Amazon Reviews, Discussion Forums, Blogs, Reddit, Pinterest, Facebook, Twitter, etc. ●Step 3. Entrée and Data Collection. You will become immersed in and engaged with the community as a participant-observer. Let the culture seep into you so you become like a member of the community. Eventually introduce yourself to the community. Collect an adequate, but not overwhelming, amount of high quality data from relevant sources. ●Step 4. Analysis and reporting. Interpretative qualitative analysis is performed. While this type of analysis typically requires considerable training, a thoughtful researcher can often extract useful insights from a careful and deliberate reading of the text. Read repeatedly, see how the different parts of the data relate to the whole posed by the research question.

Response Rate

●Survey response rate is broadly defined as the percentage of the total attempted interviews that are completed.

Cons of mobile marketing research

●Surveys must be kept short, succinct, and simple. The norm is to ask no more than 15 questions and the entire process to take less than 15 minutes. ●The questions that can be asked are definitely more limited than those suitable on web sites accessed by PC or other modes of survey administration. ●Sample representativeness may be another serious issue.

Ethical Issues

●Surveys often are used as a cover for a targeted sales effort. This practice, called "sugging" in the trade language, is unethical. ●A similar unethical practice is "frugging" and involves fundraising under the guise of research. ●Respondents' anonymity, discussed in the context of qualitative research in Chapter 6, is an important issue also in survey as well as observational search. ●Researchers often observe people's behavior without their consent, arguing that informing the respondents might alter their behavior. This can be considered an invasion of the respondents' privacy. Such observation should only be conducted in places where people would expect to be observed by the public.

Three broad categories of task factors

●Task Factors. ●Situational Factors. ●Respondent Factors

Quantity of Data

●The ability to collect large amounts of data.

Observation Methods: Content Analysis

●The objective, systematic, and quantitative description of the manifest content of a communication. ●The unit of analysis may be words, characters (individuals or objects), themes (propositions), space and time measures (length or duration of the message), or topics (subject of the message). ●Analytical categories for classifying the units are developed and the communication is broken down according to prescribed rules.

Relative Disadvantages of Observation

●The reasons for the observed behavior may not be determined since little is known about the underlying motives, beliefs, attitudes, and preferences. ●Selective perception (bias in the researcher's perception) can bias the data. ●Observational data are often time-consuming and expensive, and it is difficult to observe certain forms of behavior. ●In some cases, the use of observational methods may be unethical, as in observing people without their knowledge or consent. It is best to view observation as a complement to survey methods, rather than as being in competition with them.

Observation Methods: Audit

●The researcher collects data by examining physical records or performing inventory analysis. ●Data are collected personally by the researcher. ●The data are based upon counts, usually of physical objects. ●Retail and wholesale audits conducted by marketing research suppliers were discussed in the context of syndicated data.

Relative Advantages of Observation

●They permit measurement of actual behavior rather than reports of intended or preferred behavior. ●There is no reporting bias, and potential bias caused by the interviewer and the interviewing process is eliminated or reduced. ●Certain types of data can be collected only by observation. ●If the observed phenomenon occurs frequently or is of short duration, observational methods may be cheaper and faster than survey methods.

time period for google trends

●Time Period for Google Trends ○As far back as January 1, 2004 ○Can set a custom weekly or monthly time frame ○Can request a given year, past 12 months, 3 months, month or week ○Recently added - can request past day, 4 hours, or hour (reports minute-by-minute trends for current events)

Netnography

●What is it? A set of tools that adapt anthropological research to online settings. ●Ethnograpy à Netnography ●The online world is viewed as a "natural environment." Netnographers study consumer interactions in this natural environment. Beyond the surface, they look for deeper connections. ●Campbell's example ○Studied consumer interactions centering around meal planning and recipe sharing. ○Blogs, forums, newsgroups, YouTube ○Results gave Campbell's recommendations to redesign their online community so it had a new "family-like" feel and become a helpful, responsive place to visit.

Syndicated services

●are companies that collect and sell common pools of data of known commercial value designed to serve a number of clients ●Syndicated sources can be classified based on the unit of measurement (households/consumers or institutions) ●Household/consumer data may be obtained from surveys, diary panels, or electronic scanner services ●Institutional data may be obtained from retailers, wholesalers, or industrial firms

structure

●refers to the degree of standardization imposed on the data collection process.