Marketing Research Test #1
Internal Suppliers
(client-side research) Formal departments or individuals conduct research internally
Internal Secondary Data
(inside the firm) Financial statements, research reports, files, customer letters, sales call reports, and customer lists ~ mainly stored in internal database that consists of informationgathered by a company, typically during the normal course of business transactions
External Data
(outside the firm) - U.S. Census reports - Trade association studies - Business periodicals - Internet-based reports
Improving Ethical Conduct
- Industry standards and ethics -> Setting standards for interactions with respondents: Voluntary participation, complete information, confidentiality, fair compensation - Certification of qualified professionals - Continuing education
Secondary Information
- information already collected Pro: More readily available Con: May be difficult to handle and analyze
Industry Initiatives
-Best practices -Maintaining public credibility of research -Monitoring industry trends -Improving ethical conduct
Cons of Focus Groups
-Representativeness of participants -Interpretation sometimes difficult -High cost per participant - dependence on moderator - not suitable for statistical testing
major types of marketing research services
-Syndicated Data Services -Packaged Services -Online Research Specialists -Customized Services -Industry or Market Segment Specialists
Limitations of Descriptive Research
-it tells us the way things are, but doesn't take the further step to project how things will be (less accurate) -it doesn't define a relationship ***might face questions related to causality***
Marketing Research Caveats
1 - Need for MR 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 sample plan and size 9 - Collect data 10 - Analze data 11 - Prepare and present the final research project
4 Uses of Exploratory Research
1 - gain background information 2 - define terms 3 - clarify problems and develop hypothesis 4 - establish research priorities
Objectives of Focus Groups
1. Generate ideas 2. Understand consumer vocabulary 3. Reveal consumer needs, motives, perceptions, and attitudes about products or services 4. Understand findings from quantitative studies
Evaluating Secondary Data
1. What was the purpose of the (original) study? 2. Who collected the information? (credibility) 3. What information was collected? (find original questionnaire) 4. How was the information obtained? (sampling/other collection methods) 5. How consistent is the information with other information?(can you corroborate with other research in the area?)
Marketing Research Process
1.Determine the Info to collect 2. Collect data 3. Analyze data 4. Generate Findings
Production Era
1870 - 1920 ~ focus on QUANTITY and QUALITY (production first) ~ Driver: mass production powered by the Industrial Revolution ~ Marketing Research is conducted to know more about distant markets
Sales Era
1920 - 1970 ~ Focus on selling/promoting/pushing products to consumers (sales first) ~ driver: The Great Depression, supply > demand ~ MR can be used in forcasting demand and evaluating adverstising campagins and salesperson performance ~ Specialized MR companies (ex: Nielsen, Gallup) and research methods were born
Marketing Concept Era
1950 - 2000 ~ Focus on discovering and satisfying customer needs (customer need first) ~ Driver: Consumers are defensive to marketing ploy/customer needs ~ MR can be used in understanding customer needs, designing 4Ps and determining customer satisfaction ~ Computerization revolutionized the way data is collected and the type of data-available. The MR industry grows very fast and becomes mature.
Customer Relationship Era
1990-present ~ Focus on building long-term customer relationship and consumer value(relationship first) ~ Driver: the shift of market power from sellers to buyers ~ MR adds digital device tracking, customer relationship management and analyzing big data ~ Internet and greater computing power transformed and pose challenges to MR.
What of the following is an abstract idea or concept composed of a set of attitudes or behaviors that are thought to be related?
A construct
A firm XYZ corp specializes in analyzing social media data and providing recommendations to companies. However, they rely on their clients to provide them the data and do not collect their own data. This is an example of which type of marketing research firm?
A limited-service supplier firm
What type of research firm specializes in one, or, at most, a few marketing research activities?
A limited-service supplier firm
Which of the following accurately describes a structure consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers?A) A customer relationship management systemB) A sales information management systemC) A marketing relationship management systemD) A marketing information system
A marketing information system
research design
A master plan that specifies the methods and procedures for collecting and analyzing the needed information. necessary step of MR that can't be skipped
What type of analysis is required when the manager and researcher are in agreement about which symptom or symptoms are in need of attention and need to determine what could possibly cause the symptoms?
A situation analysis
Which of the following describes research involving the administration of a set of structured questions with predetermined response options to a large number of respondents? A) Quantitative research B) Primary research C) Qualitative research D) Secondary research
A) Quantitative research
A researcher identifies beforehand exactly which behaviors are to be observed and recorded; all other behaviors are ignored. The type of observational research that this represents is ________. A) structured observational research. B) overt observational research. C) invented research. D) indirect research.
A) structured observational research
When to use descriptive research
After gaining background information
Syndicated Data Services
Analyze the trends and consumer behavior within an industry and sell to many companies Ex: Nielsen, IRI, YouGov, Intage
Which of the following correctly describes applied research?A) Applied research helps marketers understand the basic desires and motives of consumers.B) Applied research helps us solve a specific problem.C) Applied research expands our knowledge, rather than solving a specific problem.D) Applied research determines the most basic desired features in new products. Applied research helps us solve a specific problem.
Applied research helps us solve a specific problem.
Cons of Social Media Data
Audience may not be representative, review websites subject to manipulation, quality of content
________ is NOT one of the four general ways of organizing observations. A) Direct versus indirect B) Mandatory versus voluntary C) Covert versus overt D) In situ versus invented
B) Mandatory versus voluntary
________is NOT an appropriate condition for the use of an observational study. A) Research conducted over a short time interval B) Research involving behavior patterns over lengthy time periods C) Public behavior D) None of the above
B) Research involving behavior patterns over lengthy time periods
Of the following which NOT an advantage of secondary data? A) Secondary data can usually be obtained quickly B) Secondary data is typically fixed format C) Secondary data is relatively inexpensive D) Secondary data is relatively complete
B) Secondary data is typically fixed format
Of the following, which is NOT a key advantage of syndicated data? A) The quality of the data collected is typically high B) The client has control over which data are to be collected C) Because there are many subscribers, the cost is usually reduced D) Information is collected and is quickly disseminated to subscribers
B) The client has control over which data are to be collected
________ is the term for any information that is created by users of online systems and intended to be shared with others. A) E-commerce-generated data and content B) User-generated content C) Product-generated content D) Media-generated data and content
B) User-generated content
Small groups of people brought together and guided through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem are known as ________. A) experimental groups B) focus groups C) observation groups D) control groups
B) focus groups
The purpose of ________ research is specific and is used when the manager and researcher have agreed on the precise information that is needed. A) qualitative B) quantitative C) strategic D) tactical
B) quantitative
Of the following, which is NOT a key advantage of packaged information? A) The experience of the firm gathering the data B) The collection of the information by the supplier is efficient and far less costly C) Customization of various portions of the project D) Reduced turnaround time from start to finish
C) Customization of various portions of the project
Social media have a number of strengths as a source of marketing research data. Which of the following is NOT considered one of those strengths? A) Fast, immediate, up-to-date feedback from consumers B) Relatively inexpensive to access data C) Little or no expertise is needed to organize and analyze data D) Unprompted, unfiltered, and authentic voice of the consumer
C) Little or no expertise is needed to organize and analyze data
Which of the following is also known as pluralistic or hybrid research? A) Qualitative research B) Quantitative research C) Mixed methods research D) Product research
C) Mixed methods research
Which of the following correctly describes collecting, analyzing, and interpreting data by observing what people do and say? A) Quantitative research B) Primary research C) Qualitative research D) Secondary research
C) Qualitative research
Of the following, which is NOT one of the uses of marketing research? A) To generate, refine, and evaluate potential market actions B) To identify market opportunities and problems C) To provide consumers with information they need to evaluate products and services at a profit D) To monitor marketing performance E) To Improve understanding of marketing as a process
C) To provide consumers with information they need to evaluate products and services at a profit
A baked goods company asked focus group participants to first privately taste and rate the flavor of the pastry on a number of characteristics and then discuss their reactions with other focus group participants. This is an example of ________. A) conducting product testing simultaneously B) conducting primary and secondary research concurrently C) conducting quantitative and qualitative research simultaneously D) conducting market tests and taste tests concurrently
C) conducting quantitative and qualitative research simultaneously
Which of the following is used to examine relationships among variables associated with the problem or research objectives?
Causal research
Government Data
Census American Community Survey
Who is acknowledged as the "Father of Marketing Research"?
Charles Coolidge Parlin
Pros of Internal Secondary Data
Cheap, easily accessible, highly detailed ~ data organized in a way that s consistent w/business conduct relatively fresh and current
Field Services
Collect data using a variety of methods: telephone, online, person to person, mall intercept Ex: Readex Research, I/H/R Research Group, FocusMarket Research, Irwin, Fieldwork, SchlesingerAssociates
Mobile Research
Conduct research using mobile devices such as iPads or smartphones Ex: Kinesis Survey Technologies, Cint,P2Sample
_____ask panel members the same questions on each panel measurement.
Continuous panels
Marketing Research Online Communities
Create and host marketing research online communities Ex: Decision Analyst, Psyma
________ are the types of descriptive research studies that measure a population at only one point in time.
Cross-sectional studies
Which of the following is NOT an advantage online focus groups have over traditional focus groups? A) No physical setup necessary B) Transcripts captured in real time C) Participants can be in different geographic locations D) Participants can taste or try products
D) Participants can taste or try products
________ alternatives are those marketing actions a manager considers which may resolve a problem.
Decision
Market Segmentation
Determine firms' target markets, locate these consumers, and determine other characteristics of these consumers, such as media habits Ex: ESRI, Nielsen Clarita
________ is the process researchers use to develop a goal-oriented statement or question that specifies what information is needed to solve a problem
Establishing research objectives
________ is the first step of the marketing research process.
Establishing the need for marketing research
Pros of Packaged Data
Experience of research firm, less costly, speed of research etc
Research Methods of Casual Research
Experiment
Which type of research is undertaken to gather background information and data that may be helpful in properly defining the problem decision?
Exploratory research
________ are the three widely recognized research designs.
Exploratory, descriptive, and causal
Supply-Side Research
External Suppliers hired to fulfill a company's marketing research needs (ex: e.g. Nielsen, Ipsos, comScore etc.)
A signal that does not indicate the need for marketing research is: having to make decisions but not having adequate information.
FALSE
A. C. Nielsen and George Gallup are known as the "Fathers of Marketing Research."
FALSE
Marketing researchers only need to be skilled at gathering and analyzing data, but not at communicating results effectively.
FALSE
The growth of the Internet led to several challenges for marketing researchers in the production era of marketing.
FALSE
The problem statement should specify from whom the information should be gathered and exactly what information is needed.
FALSE
T/F Information prepared for public distribution by trade associations, professional organizations, companies, and other entities and can be found in libraries and online is an example of official data.
False
T/F Packaged information is a special form of primary data and consists of two broad classes, which include syndicated data and packaged services.
False
Experience Surveys
Gathering information from knowledgeable persons including company executives, experts, consumers and mavens, and users outside the organization such as focus group, interview, etc
threats to internal validity
History: Did some unanticipated event occur while the experiment was in progress and did these events affect the dependent variable? Maturation: Where changes in the dependent variable due to normal developmental processes operating within the subject as a function of time?
The "World's Greatest Salesman"
Joe Girard
Cons of Packaged Data
Lack of specialization of research firm, limits of customization etc
________ measure units from a sample of the population of interest over multiple points in time.
Longitudinal studies
_______ are the two basic types of studies categorized as descriptive research.
Longitudinal studies and cross-sectional studies
Socail Media Monitoring
Monitor for relevant buzz over social media and attach meaning for companies and their brands Ex: Decooda, Conversition, Meltwater
The marketing research industry is undergoing great change after many years of relative stability in marketing research methods. Which of the following is a reason for this great change?
New sources of data and technology
________ largely determine(s) the appropriate choice of the type of research design.
Objectives of the research
Neuromarketing
Observe brain activity as consumers are exposed to stimuli such as packages or ads Ex: Ipsos, Nielsen Consumer Neuroscience, Sands
Which of the following are sources of information published by public organizations, including government institutions and international organizations? A) Official statistics B) Data aggregators C) Published sources D) Custom sources
Official sources
Cons of Published Data
Overwhelming, fixed-format, difficult to check reliability, may not be applicable to specific situation
________ provide each client with a marketing research process that is used to generate information for a particular user.
Prepackaged services
Which of the following describes data developed or gathered by the researcher specifically for the research project at hand? A) Proprietary data B) Secondary data C) Primary data D) Big data
Primary Data
Customized Services
Provide Services customized to individual clients Ex: All of the major firms can do this. Some examples include Burke, Inc., Kantar, IpsosSA, Maritz
Online Research Specialists
Provide client services associated with measuring online consumer behavior and measurement or online data Collection Ex: Comscore, Inc., Harris Interactive,Knowledge Networks, Toluna, FocusVisio
Pros of Social Media Data
Relatively inexpensive, unfiltered voice of the consumer, trace trends over time
Which of the following refers to the research approach used to meet the research objectives?
Research design
________ tell(s) the researcher exactly what needs to be gathered and analyzed to allow managers to make decisions related to a problem.
Research objectives
________ describes how each sample element is to be drawn from the total population.
Sample plan
________ are data gathered by another source other than the researcher or for some other purpose than the research project. A) Primary data B) Published data C) Proprietary data D) Secondary data
Secondary Data
Which of the following represents the process of searching for and interpreting existing information relevant to the research topic?
Secondary data analysis
How a Focus Group Works
Select 6 to 12 persons and meet in a dedicated room with one-way mirror for client viewing
Industry Market Segment Specialists
Specialize in a particular industry or a market segment Ex: IMS Health, Inc., Westat Inc., Latin Facts,Inc., Olson Research Group, Inc., FocusLatino
Limited-Service Supplier Firms
Specialize in one or, at most, a few marketing research activities.
A third party firm ABC Inc. is hired by a FMCG firm to conduct marketing research on it's behalf. In this case, ABC Inc. is an example of what type of marketing research firm?
Supply side research firm
What is the term for firms providing specialized routine information needed by a given industry in the form of ready-to-use packaged data to subscribing firms? A) Syndicated data firms B) Custom research data firms C) Government data recyclers D) Industry research data firms
Syndicated data firms
Market research is a part or subset of Marketing Research.
TRUE
Problems are situations calling for managers to make choices among alternatives.
TRUE
threats to external validity
Testing effects: Occurs in experiments with multiple stages. A person's future behavior maybe influenced by the previous stage (E.g. Learning effect). Novelty effect: An effect that is due simply to the fact that subjects know that they are participating in an experiment and experiencing the novelty of it. Experimenter effects: Personal biases are often exhibited in the experimenter's behavior, whichmay include being more/less helpful/friendly/informative towards the different groups involved inthe study in order to influence their behavior.
When we say that exploratory research is unstructured research, what do we mean?
That it does not have a predetermined set of procedures
Sometimes problems arise for which marketing research is not the best solution. Which of the following is NOT one of the major reasons that marketing may not be the best solution?
The company has revenue.
What is a chief characteristic of full-service supplier firms?
They have the ability to conduct the entire marketing research project.
According to the American Marketing Association (AMA), what is the function of marketing research?
To link the consumer to marketer with information used in marketing decisions
T/F Knowledge of the needed 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.
True
T/F Data captured from sales records, purchase requisitions, invoices, and complaints represent internal secondary data.
True
T/F Disadvantages and problems exist with secondary data because it has not been collected specifically to address the problem at hand but has been collected for some other purpose.
True
T/F With syndicated data, both the process of collecting and analyzing the data and the data themselves are not varied for the client.
True
Sampling
Use different sampling methods to draw samples to suit client's research objectives Ex: SSI, uSamp, Research Now, Ipsos, N PD
When should focus groups be used?
When the research objective is to describe rather than predict -> How do consumers describe a better package? -> How would they describe their satisfaction with our service? -> How could they describe their ideas for an ad campaign
Pros of Published Data
Widely available, inexpensive, complete, accurate
research objective
a goal-oriented statement or question that specifies what the researcher must do to solve the pre-defined marketing plan -> what info is needed (***MOST IMPORTANT***) -> from whom info is gathered -> the unit of measurement used to gather the info -> what questions used to gather the information
experimental design
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
Market Research
a subset of marketing research and deals with size, location etc. of a market
The gap existing between what did happen and what could have happened, is known as ________.
a symptom
experiement
a type of study in which one or more independent variables are manipulated to see how they affect a dependent variable, while also controlling the effects of additional extraneous variables.
construct
an abstract idea or concept composed of a set of attitudes or behaviors that are thought to be related
Fair Dealing
an exemption in the Copyright Act which allows you to use other people's copyright material for the purpose of research, private study, education, parody, satire, criticism, review or news reporting, provided that what you do with the work is 'fair'
outcome of descriptive research
answers to who, what, where, when, and how
social media data (user generated content)
any information that is created by users of online systems and intended to be shared with others EX: Reviews, Tips, New uses, Competitors
Marketing Research Online Communities (MROCs)
are groups of people that are brought together online to interact, provide ideas and opinions, and complete tasks.
continuous panels
ask panel members the same questions on each panel measurement
causal studies
attempt to uncover what factor or factors cause some event
Executives may use ________ to review available information about one or more former situations to gain understanding of a current research problem with similar characteristics.
case analysis
Exploratory Research
collecting information in an unstructured and informal manner
Cons of Syndicated Data
commitment cost, availability to competitor
Feild Service Firm
company that specializes in data collection
Internal validity
concerned with the extent to which the change in the dependent variable is actually due to the change in the independent variable
Qualitative
conduct research using methods such as focus groups, interviews, and shopping with consumers Ex: Abt Associates, Gongos, Just the Facts
Validation
control group used in an experiment in oder to minimize mistakes
control group
control of extraneous variables is 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
published data
data prepared by organizations for public distribution and is normally found in libraries or trade associations. -> government data -> non-government data (trade associations and trade press, periodicals and professional journals, and institutions)
sample plan
describes how each sample element, or unit, is to be drawn from the total population. Gives you representativeness!
variables
elements of a construct that can be measured or quantified
case studies
examining former analogous situations that have similarities on the present problem
A medical device company developing a cardiac device surveys well-known cardiac surgeons with subject matter knowledge about the problem the device company is trying to solve. This is an example of ________.
experience research
A(n)________ is the type of study in which one or more independent variables are manipulated to see how one or more dependent variables are affected, while also controlling the effects of additional extraneous variables.
experimental research study
laboratory experiment
experiments 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 experiment
experiments in which the independent variables are manipulated, and the measurements of the dependent variable are made on test units in their natural setting.Limitations of Causal Research
Focus groups are one of the most widely used ________ methods to gain greater understanding of a current problem or to develop preliminary knowledge to guide in the design of descriptive or causal research.
exploratory research
When a researcher does NOT have much knowledge about a market or needs newer or more recent information, the more likely he or she will conduct ________.
exploratory research
Step 4: Determine Research Design
exploratory, descriptive, causal
DIY Research
facilitated by Internet, firms have access to secondary data, online survey platforms and better knowledge of data analysis software such as SPSS.
Data/Information
facts, figures, and numbers pertinent to the problem at hand
Supplier or agency
firm specializing in marketing research that offers its services to buyers needing information to make more informed decisions.
Why must questions be phrased properly?
generate answers that satisfy the research objectives
Full-Service Supplier Firms
have the capability to conduct the entire marketing research project for buyer firms
observation form
if we observe respondents when collecting data
When to use exploratory research
in the initial stage w/ substantial uncertainty
Exploratory research outcome
inconclusive and thus cannot be used for decision making so subsequent research is expected
Primary Information
information collected specifically for the problem at hand pro: custom designed to address a particular research question con: time consuming
Mixed method research
integration of both quantitative and qualitative research methods in order to gain the advantages of both -> qualitative before quantitative -> quantitative before qualitative -> qualitative and quantitative concurrently
The ________ gathers data generated from information such as orders, billing, receivables, and inventory levels, etc.
internal reports system
Data Analysis
involves entering data into computer files, inspecting data for errors, and running tabulations and various statistical tests
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. ~ syndicated data ~ packaged services
in many cases research is an ___ process
iterative
privacy concerns
loss of privacy, identity theft, do not call, do not email
________ is a process used to define the size, location, and/or makeup of the market for a product or service.
market research
The process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem
marketing research
The ________ is the contract that documents what the marketing researcher pledges to deliver as a result of the marketing research process.
marketing research proposal
________ is a short definition of marketing.
meeting needs profitably
Client-Side Research
organizations that supply their own marketing research information. (e.g.Dell, HP, Google, Facebook, Twitter etc.)
3 Types of External Secondary Data
published data, official statistics, and syndicated data
basic research
pure science that aims to increase the scientific knowledge base (expands knowledge)
media panel
records of consumers' media viewing behavior
purchase panel
records of consumers' purchase behavior over time 1st generation: diary 2nd generation: scanner machine and barcode EX: Does reducing the complexity of health information promotes healthy food choices among consumers? Survey may not provide credible information
sample size
refers to determining how many elements of the population should be included in the sample. Gives you accuracy!
Primary Data
refers to information that is developed or gathered specifically for the research project at hand. -> Observational data (mechanical, personal) -> Questionnaire data -> Other sources (interview, social network, panel and experiment, IT)
posttest
refers to measuring the dependent variable after changing the independent variable
External validity
refers to the extent that the relationship observed between the independent and dependent variables during the experiment is generalizable to the "real world."
Pretest
refers to the measurement of the dependent variable taken prior to changing the independent variable
Qualitative research
research involving collecting, analyzing, and interpreting data by observing what people do and say
Quantitative research
research involving the use of structured questions in which response options have been predetermined and a large number of respondents involved
Decsriptive Research
research that describes the phenomena of interest
applied research
research undertaken to solve a specific problem
moderator
responsible for creating the correct atmosphere in the group and guiding discussion
The use of trade journals and industry publications as sources of information for innovation, trends, and news about customers, potential customers, competitors, and more is a form of ________.
secondary data analysis
Problem
situations that call for managers to make choices among decision alternatives -> there must be multiple decision alternatives
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 -> information gained can be used to generate ideas, to learn the respondents'"vocabulary" when relating to a product, or to gain some insight into basic consumer needs and attitudes
Pros of Syndicated Data
standardized report format, shared costs, high quality, current info
Hypothesis
statements that are taken as true for the purpose of argument or investigation
Descriptive research studies include type of ________.
studies that need answers to who, what, when, where, and how questions
Focus group report
summarizes the information provided by the focus group participants relative to the research questions
When research is conducted by an outside firm, the research is referred to as ________.
supply-side research
Observation methods
techniques in which phenomena of interest involving people, objects, and/or activities are systematically observed and documented.
The value of MR =
the benefit from information provided by marketing research - the cost of marketing research
experimental group
the group that has been exposed to a change in the independent variable
a good research design esures ....
the info being collected is relevant and is collected in objective and economical procedures
Information gathering to be used for decision-making goes back to the earliest days of recorded history. Some of the first examples of surveys in the United States relates to their use to determine ________.
the popularity of political candidates
database marketing
the process of using customer databases to: ~ identify prospects ~ decide who should recieve a particular offer ~ deepen customer loyalty ~ reactivate customer purchase (% of selling to existing is 60-70% while to new is 5-20%)
descriptive research
the research that is undertaken to describe the characteristics of a population, market or phenomenon
online focus groups
the respondents and/or clients communicate and/or observe by use of the Internet. Clients can observe the virtual chat.
extraneous variable
those variables other than the independent variables that may have some effect on a dependent variable
dependent variable
those variables that are measured in response to changes in independent variables ex: Sales; Brand appeal etc.
independent variables
those variables which the researcher has control over and wishes to manipulate ex: level of ad expenditure; type of ad; display location etc.
Exploratory Research
unstructured, informal research that is undertaken to gain background information about the general nature of the research problem -> establishes research prioritizes
discontinuous panel
vary questions from one panel measurement to the next
When should Focus Groups NOT be used?
when the research questions require a prediction or when a major decision affecting the company's livelihood rests on the research results
example of casual research
which works better? 50% off or Buy One, Get One
Examples of Promotion Research
~ Advertising pretesting ~ In-store promotion effectiveness studies
Non-Government Data
~ Businesses publish a lot of information in the form of books, periodicals, journals, newspapers, magazines, reports, and trade literature. ~ Guides, directories, and indices ~ Computerized databases such as ABI/INFORM, Adtrack, Factiva, Global Financial Data
Pros of Secondary Data
~ Can be obtained quickly and readily available ~ Relatively inexpensive to obtain compared with primary data ~ May solve the problem and not require primary data ~ Enhances primary data with important supplementary uses
Pros of Focus Groups
~ Can generate fresh ideas ~ Allow clients to observe their participants ~ May be directed at understanding a wide variety of issues ~ Allow fairly easy access to special respondent groups
Causal Research
~ Causality may be thought of as understanding a phenomenon in terms of conditional statements of the form "If x, then y." ~ Causal relationships are often determined by the use of experiments.
Examples of MR monitoring Marketing performance
~ Customer-satisfaction studies• ~ Employee-satisfaction studies ~ Distributor-satisfaction studies ~ Web site evaluations ~ Social media evaluations
examples of descriptive research
~ Describe the number, distribution, and socioeconomic characteristics of potential customers of a product in a market potential study. ~ Find the share of the market received by both the company and its major competitors in a market-share study. ~ Describe sales by territory, type of account, size or model of product and the like in a sales analysis study. ~ Identify and compare functional features and specifications of competitive products in a product research.
Cons of Internal Secondary Data
~ Difficult to handle and analyze due to massive amount of data ~ internal policy
Types of Observation
~ Direct versus indirect ~ Overt versus covert ~ Structured versus unstructured ~ In situ versus invented
Examples of Place Research
~ Distribution effectiveness studies ~ Shelf space allocation studies
Operational Aspects of Focus Groups
~ How many people should be in a focus group? ~ Who should be in the focus group ~ How many focus groups should be conducted? ~ How should focus group participants be recruited and selected? ~Where should a focus group meet? ~ When should the moderator become involved in the research project? ~ How are focus group results reported and used? ~ What other benefits do focus groups offer?
Pros of Observational Data
~ Insight into actual, not reported, behaviors ~ No chance for recall error ~ Better accuracy ~ Less costly
Example of MR being used to identify marketing problems and opportunities
~ Market demand determination ~ Market segments identification ~ SWOT analysis ~ Competitive analysis
Major Challenges in MR iIndustry
~ New and evolving sources of data and methodologies ~ Need for the effective communication of results ~ Need for talented and skilled marketing researchers ~ ethical conduct (ex: Google obtaining facial data)
Pros of Online Focus Groups
~ No physical setup is necessary ~ Transcripts are captured on file in real time ~ Participants can be in widely separated geographical areas ~ Participants are comfortable in their home or office environments ~ The moderator can exchange private messages with individual participants
Cons of Online Focus Groups
~ Observation of participants' body language is not possible ~ Participants cannot physically inspect products or taste food items ~ Participants can lose interest or become distracted
Example of Price Research
~ Pricing tests ~ Pricing strategy tests
Examples of MR helping to generate, refine, and evaluate potential marketing actions
~ Product Research ~ Price Research ~ Promotion Research ~ Place Research
Major types of Marketing Research Techniques
~ Qualitative ~ Sampling ~ Neuromarketing ~ Market Segmentatom ~ Social Media Monitoring ~ Field Services ~ Marketing Research Online Communities
2. Define the problem
~ Recognize an issue ~ Gather background info ~ determine all potential decision alternatives ~ Formulate the issue
Cons of Secondary Data
~ Reporting units may be incompatible with the research objective. ~ The unit of measurement does not match ~ Class definitions are not usable ~ Data may be outdated ~ Lack of information to assess credibility
Limits of Observational Data
~ Small number of subjects ~ Subjective interpretations ~ Inability to pry beneath the behavior observed ~ Motivations, attitudes, and other internal conditions are unobserved
Limitations of Causal Research
~ The observed change in the dependent variable is due to the independent variable. ~ The results of the experiment apply to the "real world" outside the experimental setting. ~ validity
4 types of Internal secondary data
~ accounting data ~ sales reports ~ inventory data ~ customer data (database)
Examples of Product research
~ concept tests of proposed new products or services ~ New-product prototype testing
descriptive research classifications
~ cross-sectional studies ~ longitudinal studies
Current trends of MR Industry
~ economic recovery ~ social media and internet ~ marketing analytics ~ big data ~ machine learning
Secondary Data
~ information that has been collected for purposes other than the marketing research problem at hand ~ must be examined first ~ internal and external
cross-sectional study
~ measures units from a sample of the population at onle one point in time ("snapshot") ~ sample surveys
Research methods of descriptive research
~ primary data ~ secondary data -> longitudinal Study (panel data) -> cross-sectional study (survey data)
longitudinal studies
~ repeatedly measure the same sample units of a population over time ~ continuous panels and discontinuous panels
Research Methods of Exploratory Research
~ secondary data ~ Qualitative Research -> Experience Surveys -> case studies -> focus groups
syndicated data
~ sold by those companies who collect data using standardized measures and sell data to a number of clients ~ the value is that is is cost prohibitive to collect for any one single company -> purchase panel -> media panel
When is MR not needed?
~ the information is already available ~ timing wrong (decisions must be made now) ~ cost of information may outweigh value of information
Research design depends on:
~ the problem of interest ~ the level of info needed ~ resources ~ researchers' expereince
Packaged Services
~ use a proprietary process to conduct a service such as test marketing or measuring customer or employee satisfaction ~ Prepackaged marketing research process used to generate information for a particular client Ex: GfK, Video Research L TD, Burke, Inc.
