Marketing Research
What is the most popular way to collect primary data in marketing research?
Descriptive research
Different types of external suppliers
Full-Service and Limited-Service
Problem Identification Research
Research undertaken to help identify problems which are not necessarily apparent on the surface and yet exist or are unlikely to arise in the future. -ex. market potential, market share, image, market characteristics
Problem Solving Research
Research undertaken to help solve specific marketing problems -ex. segmentation, product, pricing, promotion, and distribution research
What is the first step in the marketing research process?
defining the problem
Problem definition begins with
discussions with the key decision makers
Quantitative Research
is a research methodology that seeks to quantify the data and typically applies some form of statistical analysis
Focus Group
is an interview conducted by a trained moderator in an unstructured and natural manner
How do a cross sectional and longitudinal design differ?
longitudinal sample(s) remain the same over time
Overview of Syndicated data
look at slide 33-36 chapter 3
All of the following are examples of topics typically addressed by problem-solving research except -segmentation -market share -promotion -product -pricing
market share
Institutional Data
may be obtained from retailers, wholesalers, or industrial firms
Which of the following classifications of marketing research involves going below the surface to identify the true underlying problem that the marketing manager is facing?
problem identification
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
Which statement is not true about research design?
research design is undertaken before developing the approach to the problem
Role playing
respondents are asked to play the role or assume the behavior of someone else
Types of Marketing Research Suppliers
Internal and External
Methods of Descriptive Research
-Surveys -Panels -Observational and other data
Distribution Research
-Types of distribution -Attitudes of channel members -Intensity of wholesale & resale coverage -Channel margins -Location of retail and wholesale outlets
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
Marketing Research Problem
-asks what information is needed and how it should be obtained -Information oriented -Focuses on the underlying causes
Adavantages of Online Focus Groups
-geographical constraints are removed and time constraints are lessened -you can re-contact group at later date -can recruit people not typically interested in focus groups -moderators can carry on side conversations with individuals -lower cost
Psychographic Lifestyle Data
-interest in golf -interest in winter skiing -interest in book reading -interest in running
Depth Interviews
-like focus groups are unstructured and direct way of obtaining information -unlike focus groups, however, depth interviews are conducted on a one-on-one basis -typically lasts 30 minutes to more than an hour
Demographic Data
-sex -name, address, phone number -marital status -age -etc.
Conclusive Research Design (Findings)
Conclusive
Qualitative Research (Sample)
small number of non-representative cases
Management Decision Problem
-Asks what the decision maker needs to do -Action oriented -Focused on symptoms
Segmentation Research
-Determine the basis of segmentation -Establish market potential and responsiveness for various segments -Select target markets
Conclusive Research Design (Characteristics)
-Information needed is clearly defined. -Research process is formal and structured -Sample is large and representative -Data analysis is quantitative
Exploratory Research Design (Characteristics)
-Information needed is defined only loosely -Research process is flexible and unstructured -Sample is small and non-representative -Data analysis is qualitative
Promotional Research
-Optimal promotional budget -Sales promotion relationship -Optimal promotional mix -Copy decisions -Media decisions -Creative advertising -Evaluation of advertising effectiveness
Pricing Research
-Pricing policies -Importance of price in brand selection -Product line pricing -Price elasticity of demand -Initiating and responding to price changes
Methods of Exploratory Research
-Survey of experts -Pilot surveys -Secondary data analysis -Qualitative research
Product Research
-Test concept -Determine optimal product design -Package tests -Product modification -Brand positioning and re-positioning -Test marketing -Control score tests
Advantages of a Focus Group
-group interaction produces a wider range of information, insights, and ideas than do individual interviews -one persons comments can trigger unexpected reactions from others -responses are generally spontaneous and candid, providing rich insights
Disadvantages of Online Focus Groups
-only people that have access to the internet can participate -verifying that a respondent is a member of a target group is difficult -there is a lack of general control over the respondent's environment -only audio and visual stimuli can be tested, cant touch products -difficult to capture body language and emotions
Disadvantages of a Focus Group
-the clarity and conviction with which group members often peak leads to a tendency for researchers and managers to regard findings as conclusive rather than as exploratory -difficult to moderate, skills of moderator are important -the unstructured nature of the responses makes coding, analysis, and interpretation difficult
The Marketing Research Process
1. Defining the problem (KNOW) 2. Developing an approach to the problem 3. Formulating a Research a Research Design 4. Doing field work/collecting data 5. Preparing & analyzing data 6. Preparing & presenting the report
Common errors in defining the market research problem
1. Problem is too broad 2. Problem is too narrow
Components of a Research Design (don't need to memorize)
1. Secondary and syndicated data analysis 2. Qualitative research 3. Survey and observation research 4. Experimental research 5. Measurement and Scaling Procedures 6. Questionnaire and form design 7. Sampling process and sample size 8. plan of data analysis
Qualitative Research (Outcome)
Develop an initial unerstanding
Conclusive Research Design (Outcome)
Findings used as input into decision making
Exploratory Research Design (Outcome)
Generally followed by further exploratory or conclusive research
Quantitative Research (Sample)
Large number of representative cases
Qualitative Research (Data Analysis)
Nonstatistical
Quantitative Research (Outcome)
Recommend a final course of action
Management Decision Problem Cont.
Should a new product be introduced? Should the advertising campaign be changed? Should the price of the brand be increased?
What is single-sourced data used for?
Single-source data are used by consumer packaged goods companies, like P&G, to design integrated marketing programs for households.
Quantitative Research (Data Analysis)
Statistical
Quantitative Research (Data collection)
Structured
Exploratory Research Design (Findings)
Tentative
Marketing Research Problem
To determine consumer preferences and purchase intentions for the proposed new product. To determine the effectiveness of the current advertising campaign. To determine the price elasticity of demand and the impact on sales and profits of various levels of price changes
Uses of Causal Research
To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon *an experiment is the main method of causal research
Qualitative Research (Data Collection)
Unstructured
The Problem Audit
a comprehensive examination of a marketing problem with the purpose of understanding its origin and nature
Longitudinal Design
a fixed sample (or samples) of population elements is measured repeatedly on the same variables
Hypothesis
an unproven statement or proposition about a factor or phenomenon that is of interest to the researcher. Often, a hypothesis is a possible answer to the research question.
Syndicated Services
are companies that collect and sell common pools of data of know commercial value designed to serve a number of clients *can be classified based on the unit of measurement (households/consumers or institutions)
Secondary Data
are data which have already been collected for purposes other than the problem at hand. This data can be located quickly and inexpensively. *secondary data are of primary importance in marketing research
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.
Research questions
are redefined statements of the specific components of he problem
__________ research is typically more formal and structured than __________ research.
conclusive; exploratory
A type of research design involving the one-time collection of information from any given sample of population elements is called ___________.
cross-sectional design
____________ is very versatile and can be used at any point in the study
exploratory research
An overall indication of the dependability of the data may be obtained by examining the cost of the source (T/F)
false
What are respondents asked to do in a projective technique?
interpret the behaviors of others -in interpreting the behavior of others, respondents indirectly project their own motivations, beliefs, attitudes, or feelings into the situation
Cross Sectional Design
involves the collection of information from any given sample of population elements only once
Research Design
is a framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the information needed to structure or solve marketing research problems.
Qualitative Research
is an unstructured, exploratory research methodology based on small samples that provides insights and understanding of the problem setting
Primary data vs Secondary data (cost)
primary data is very expensive compared to secondary data
Word Association
respondents are presented with a list of words, one at a time and asked to respond to each with the first word that comes to mind.
Third person technique
the respondent is presented with a verbal or visual situation and the respondent is asked to relate the beliefs and attitudes of a third person rather than directly expressing personal beliefs and attitudes.
Marketing Research
the systematic and objective -identification -collection -dissemination -use of information
Advantages of projective techniques
they may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study
Exploratory Research Design (Objective)
to prove insights and understanding
Conclusive Research Design (Objective)
to test specific hypothesis and examine relationships
A projective technique in which respondents are presented with a list of words one at a time is called ___________
word association