Chapter 2

"New" data may be needed when questions are very specific --Also known as primary data?

Data collected on customers, prospects, employees, public "New" data has many considerations. How well, if at all, the problem is defined/question articulated?

What is Descriptive Research? -Explain statistical research

Describes data and characteristic about the population phenomena The questions of who, what, where, when and why Takes up the bulk or research, is conclusive in nature due to its quantitative nature. Preplanned and structured in nature

Data Capture: Existing Data

(1) by collecting data to address specific problems or (2) by putting systems in place that provide marketing intelligence on an ongoing basis.Companies with well-developed decision support systems (DSS) might routinely track sales of their products by region, salesperson, product line, and any other way they can break it down as a means of determining the success of various marketing plans. Data that exists internally, Sales & Shipments Financial Data .... And "BIG DATA" Data in the public domain Census Trade Associations Third party data

Stage Three: Data Analysis -Two key Considerations are

1. Processing of new, "raw" data Editing Coding Aggregating 2. Type of analysis Most are simple frequencies, counts, and descriptive statistics (univariate) Some go beyond, identifying relationships...(multivariate

Error of some kind is imminent -Six main types of error (will explore later)

Can occur at any stage, emerges in ALL projects 1. Sample 2. Noncoverage 3. Nonresponse 4. Response 5. Recording 6. Administrative

Existing data should be the first consideration --Explain Secondary Data

Data that exists internally, Sales & Shipments Financial Data .... And "BIG DATA Data in the public domain Census Trade Associations Third party data

"Why is it important to consider marketing research ethics?

Marketing researchers must recognize that their jobs depend a great deal on the goodwill of the public. "Bad" research that violates the trust of study participants will only make it more difficult and costly to approach, recruit, and survey participants. Even researchers who don't care whether their actions are right or wrong ought to be concerned about such issues from a business perspective. Good ethics is good business—one reason that marketing and public opinion research associations have developed codes of ethics to guide member behavior

Stage One: Problem/Opportunity definition The MOST important of all! WHY?

Only when a problem or opportunity is fully captured can research be designed to provide the needed information. If little is known, exploratory research is used at this point to clarify the issues

Who is Pew?

Pew Research Center is a nonpartisan fact tank that informs the public about the issues, attitudes and trends shaping the world Mission is to generate a foundation of facts that enriches the public dialogue -- -Nonprofit, nonpartisan and nonadvocacy. Study U.S. politics and policy; journalism and media; internet, science & technology; religion & public life; and population trends

Stage Two: Data Collection has two approach to gather information

Project Oriented- Collecting data to address a specific issue. EX: New product concept test System Oriented- Tracking system to monitor ongoing activity. EX: Brand imagery tracking study Organizations benefit most by doing both

Stage Four: Communication of Results

REALLY IMPORTANT -determines the extent to which research is used RULE #1: Know Your Audience Who will read the report? What is their comfort level with research & analytics? What is their involvement with the project? What is their desired format?

What is the most important error in research? Explain.

The goal is to minimize total error in the marketing research process, not any particular type.It's really dangerous to focus on just one or two kinds of error and forget about the others, although that happens all too frequently

JUSTICE APPROACH

considers whether or not the costs and benefits of a proposed action are distributed fairly among individuals and groups. Who decides what amounts to a "fair" distribution of benefits or costs? Essentially, it boils down to societal consensus— what is generally accepted by most people in a society—about what is equitable. If the benefits and costs of an action are fairly distributed, then the action would be considered morally acceptable under the justice approach.

Data Capture: Primary Data

means collecting data from customers, prospects, employees, the general public, or any other group that has the information you need. It's also possible that you can create usable information from unprocessed internal data—companies routinely collect and save tons of data even if they don't know how or when they'll use them. Importantly, once you process these data and begin to use them they can become part of your internal databases, available for use as part of the company's decision support system. Data collected on customers, prospects, employees, public "New" data has many considerations How well, if at all, the problem is defined/question articulated? Can be Clear as DESCRIPTIVE/CAUSAL RESEARCH Can be fuzzy as EXPLORATORY RESEARCH

UTILITY APPROACH

method focuses on society as the unit of analysis and stresses the consequences of an act on all those directly or indirectly affected by it.. Holds that the correct course of action is the one that promotes "the greatest good for the greatest number." As a result, you would need to take into account all benefits and costs to all persons affected by the proposed action—in effect, to society as a whole. If the benefits outweigh the costs, then the act is considered to be ethical and morally acceptable

rights approach

proposed action is right or wrong in and of itself—there is less concern about an action's consequences. Researchers following the rights method of ethical reasoning focus on the individual's welfare and rights. They believe that every individual has a right to be treated in ways that ensure the person's dignity, respect, and autonomy. Probably most people in the United States would argue, for example, that every person has a right to be safe, to be informed, to choose, and to be heard.

What is the research process?

provides an overview of the general sequence of activities undertaken to provide information needed for decision making. Initially, the information need must be carefully defined, a process that often involves exploratory research. The next stage involves capturing the data necessary for satisfying the information need. This can be accomplished by using existing data from inside or outside the firm or by collecting new data of various types for the problem at hand. Once data capture is complete, the focus shifts to data analysis and interpretation. The final stage in the process involves communicating the results to the appropriate managers so that they can make informed decisions.