Unit 8

Sitting next to people, observing them navigating a website and asking questions about what is easy and difficult for them:

qualitative

Internet-based survey with 25 Likert-type questions (e.g., strongly agree to strongly disagree):

quantitative

Scanner-based research (e.g., analyzing data from cash register sales):

quantitative

the 'what' vs the 'why'

quantitative data is the 'what' qualitative is the 'why'

In a study whose purpose is to determine the market for a vitamin that is to be chewed like bubble gum, what is the first question to be answered before a sampling plan is selected? What is the population or universe of interest? How often should the sample be redesigned? Must the sample be representative of the population? Who can perform the actual sampling? How large should the sample be in terms of its measurement costs?

What is the population or universe of interest?

computer-assisted self-interviewing

an interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where each respondent reads questions off a computer screen and directly keys his or her answers into the computer

computer-assisted personal interviewing

an interviewing method in which the interviewer reads questions from a computer screen and enters the respondent's data directly into the computer

nonprobability sample

any sample in which little or no attempt is made to get a representative cross section of the population

big data

the exponential growth in the volume, variety, and velocity of information and the development of complex, new tools to analyze and create meaning from such data

survey research

the most popular technique for gathering primary data, in which a researcher interacts with people to obtain facts, opinions, and attitudes

marketing research objective

the specific information needed to solve a marketing research problem; the objective should be to provide insightful decision-making information

_____ research is the study of human behavior in its natural context, involving observation of behavior and physical setting. Survey Ethnographic Experiment Visualization Action-based

Ethnographic

Three Roles of Marketing Research

descriptive, diagnostic, predictive

types of error

measurement, sampling, frame, and random

Through marketing research, the Boston Symphony Orchestra (BSO) learned it has an older market and is not attracting younger concertgoers. It next conducted marketing research to determine if a social media advertising and engagement campaign they were considering that would be targeted to the younger market would be successful. In its second use of research, BSO employed _____ marketing research. historical normative predictive descriptive objective

predictive The three roles of marketing research are descriptive, diagnostic, and predictive. The predictive function is to address "what if" questions. For example, the predictive role might be focused on what will happen to the sales of a product (or sales of tickets to an event, in this case) if we do something new in our marketing program.

Focus group with 8 people for 1 hour:

qualitative

marketing research

the process of planning, collecting, and analyzing data relevant to a marketing decision

infoscan

a scanner-based sales-tracking service for the consumer packaged-goods industry

scanner based research

a system for gathering information from a single group of respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and the things they buy

Steps in the Marketing Research Process

1. Identify and formulate the problem/opportunity 2. Plan the research design and gather secondary data 3. Specify the sampling procedures 4. Collect primary data 5. Analyze the data 6. Prepare and present the report 7. Follow up

the role of research

1. it enables decision makers to gather data on the current marketing mix and 2. provides insight into potential changes.

descriptive research

Its descriptive role includes gathering and presenting factual statements. EX: what is the historic sales trend in the industry? What are consumers' attitudes toward a product and its advertising?

_____ specifies the research questions to be answered, how and when the data will be gathered, and how the data will be analyzed. The sampling plan An autonomous director A secondary data use plan The research collaborative plan The research design

The research design

secondary data

data previously collected for any purpose other than the one at hand

To help understand why attendance at the team's games was so poor, the Atlanta Falcons used marketing research to gather factual information. The organization used in-game surveys and end-of-season surveys of ticket holders. The gathering of factual statements is an example of marketing research in its _____ role. historical predictive normative objective descriptive

descriptive The three roles of marketing research are descriptive, diagnostic, and predictive. The descriptive function is focused on the gathering of facts to explain the current situation of a market and/or marketing program.

marketing research problem

determining what information is needed and how that information can be obtained efficiently and effectively

how is qualitative data gathered?

o In depth interviews, focus groups, and various forms of ethnographic studies

The most popular method for gathering primary data is _____, in which a researcher interacts with people to obtain facts, opinions, and attitudes. experiments observation research survey research heuristic oriented single-source research

survey research

A carefully selected group of consumers who agree to participate in an ongoing online dialogue with a particular corporation is known as a(n): web-based ethnographic group. web community. online focus group. webinar. focus blog.

web community

methods of conducting online surveys

web survey systems, survey design and web hosting sites, and online panel providers.

how does marketing research help managers

· Improves quality of decision making · Helps managers trace problems · Help them understand very detailed and complicated relationships · Help serve both current and future customers accurately and efficiently

As the leader of a marketing team for a music streaming service, your manager has asked you to figure out why the company has been losing subscribers to competitors during the past six months. Girl listening to music in front of a computerCustomer listening to your music streaming service. Given your understanding of the marketing discipline (analyzing the situation through the 3Cs, developing marketing strategy through STP, and executing a marketing program through the 4Ps), she has asked you to identify at least five potential areas to conduct marketing research.

It is important to recognize that marketers can conduct research in any part of the process, from situational analysis to STP.Diagram of marketing discipline conceptsInstructor's Answer:Analysis of adoption of technology across the target market (e.g., smartphone use or, more specifically, music streaming use)Analysis of competitor's technology and approaches to selling musicAnalysis of non-traditional music streaming market opportunities (e.g., in shopping centers or hospitals)Analysis of the customer decision-making process and if that process has changed and/or whether there are new or different influences on the decision-making process, including potential barriers to service adoption (e.g., the inability to easily evaluate the service due to its intangibility)Analysis of customer responses to different feature sets of the current servicePredictive analysis of customer responses to various feature sets of a potentially new service offeringAnalysis of pricing sensitivity among the intended target markets and potential marketsAnalysis of responses to current communication efforts (e.g., use of social media or digital advertising) and responses to potential communications efforts under considerationAnalysis of brand perception among the key target markets

predictive research

address "what if" questions. EX: how can the researcher use the descriptive and diagnostic research to predict the results of a planned marketing decision?

neuromarketing

a field of marketing that studies the body's responses to marketing stimuli

field service firm

a firm that specializes in interviewing respondents on a subcontracted basis

probability sample

a sample in which every element in the population has a known statistical likelihood of being selected

An intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors is called: differential competitive advantage. competitive research. industrial espionage. competitive intelligence. an audit.

competitive intelligence

The first step in the marketing research process is to: collect the data. analyze the marketplace. identify and formulate the problem/opportunity to be studied. specify the sampling plan. plan the research design.

identify and formulate the problem/opportunity to be studied.

diagnostic research

includes explaining data, such as determining the impact on sales of a change in the design of the package

primary data

information that is collected for the first time; used for solving the particular problem under investigation

Post Properties is a company that manages apartments in various communities. It is concerned with a glut of apartments in Atlanta, Orlando, and Dallas. Its market researcher begins by examining the rental markets in the Southeast, the history of apartment buildings, local economies, competitive rents, and ownership—all information that was on hand and did not require any new research to locate. The market researcher looked at: priority databases. secondary data. a closed study. primary data. a statistical analysis.

secondary data.