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| Marketing Research Defined |
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-link marketer to consumer through info
-collection of data to make a marketing decision |
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| the gathering and presenting of statements of fact |
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| the explanation of data or actions |
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| the specification of how to use descriptive and diagnostic reesearch to predict the results of a planned marketing decision |
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-the quality is at a level desired
-must have positive impact on profit |
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-a plan to guide a company
-develop positioning in eyes of consuer
-mktg research will determin how to meet objectives of firm |
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| -specific pragmatic problem, better undestaning of market place, determining why a strategy or tactic failed, or reducing uncertainty in management decision making |
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| expand knowledge, not for solving a specific problem, done for researchs sake, universities do i and grant recipients, "pure" research |
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| when not to conduct market research |
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| anything that would make it difficult- the resources are lacking, unuseful research, no more opportunity, decision was made, .. |
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| negatives to look for when assessing suppliers |
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| low ball pricing, underpayign field services, allowing bias/sujectivity; abusine respondents; misleading clieents on costs; slling unnecessary research;violating client confidentiatlity |
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issue a bid when suppliear has already been slected; solicit free advice under the guise of a bid request;make false promises ot the researcher; issue unathorized requests for propsals
withhold info the research suppliear needs |
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| field service provideres should not |
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| over report hours worked; falsify data or analysis; use professional respondents; overlook properly validating the data; use others' research as original work' overstate qualifications; provide staged references |
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| choose whether to participate in the reseaarch; withdraw from the research at any time; be in a safe enironment during th research; be informed as to what the research i s about; be granted pricacy of the the reseach results if promised; get compensated for participation when offered |
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| exploratory studies defined |
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| increase understanding of a concept to larify the exact nature of the problem to be solved |
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| purpose of exploratory research |
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| define terms; clarify problems; develop theories; establish priorities; gain general information |
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| methods of exploratory research |
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| pilot studies; focus groups; case analysis; secondary data; concept testing; depth interviews; taste tests; experience surveys |
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the plan to be followed to answer the mktg research objectives
blueprint |
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| a belief that can be tested with empirical data |
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| a remark about what the researcher wants to learn - without making aclaim about what might be causing the issue at hand |
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| descriptive studies defined |
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| answer "what, where, how, and when".. used when one wants to gain a better understanding of the market.. determining marketing trends, brand loyalty, customer profiles |
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| descriptive studies defined |
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| answer "what, where, how, and when".. used when one wants to gain a better understanding of the market.. determining marketing trends, brand loyalty, customer profiles |
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| descriptive studies defined |
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| answer "what, where, how, and when".. used when one wants to gain a better understanding of the market.. determining marketing trends, brand loyalty, customer profiles |
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| descriptive studies purpose |
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| confirm theories; brand loyalty measure; describes population ; build customer profile ; gain specific information |
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| descriptive studies methods |
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| secondary data; crossss sectional sureys; longitudinal surveys; statistical data analysis |
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| are one time snapshots of population; us ehte same survey and diffferent sample |
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| identify market trends; us the same survey and same sample; use tracking panels and groups |
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| whether the value of one variable causes or determines the value of another variable |
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| confirm theories; identify cause and effect relationships among variables |
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| surveys; experiments; time sequence; secondary data; systematic elimination |
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| the degree to whicha presumed cause and a presumed effect occur or vary together |
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| an appropriate causal order of events |
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| a relationship btwn a presumed cause and a presumed effect that occurs as a result of an unexamnined variable |
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| typically descriptive research that monitors respondents' actions |
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| research in which an interviewer interacts with respondents to obtain facts, opinions, and attitudes |
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| research to measure causality in which the researcher changes one or more variables and overserves the effect of the changes on another variable |
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| other qualitative research |
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| research such as focus groups, interviews, secondary analysis, and case studies |
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| secondary data advantages |
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| can help to clarify or refine the isssue or problem; might provide solution to research problem; might provide primary data research alternatives; can alert the researcher to other problmes; provies background information enhancing research credibility |
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| secondary data disadvantages |
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| might be outdated or quetionable; qualitative nature makes analyses difficult; could be misapplied to your sitauation; might be biased; lack of available data on your topic |
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| gathered directly from customer or end user; it can be expensive; it is often time consuming; representative of the population; genererally for ue related to research issue , key methods: surveys, focus groups, interviews, observation studies, market testing, experiments |
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| comp program that mimics the processes of the human brain and thus is capable of learning from examples to find patterns |
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| use of software to discover non-obvious patterns hidden in a database (customer acquistion, customer retention, customer abandonment, market basket analysis) |
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| based on subjective obersvations and analysis |
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| uses mathematical analysis |
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| factors to consider w/ qualitative research |
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| time and budget; how the research results will be used; product and service tangibility; research goals and objectives; participant availability and willingness; desired analysis sophistication; whether quantitative research follows |
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| generates fresh ideas; allows client to observe and comment onsite; can be executed quickly; |
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| focus group disadvantages |
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| expense and time;interpretation is sujective |
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| one on one interview that probes and elicit detailed answers to questions, often using non directive techniques to uncover hidden motivaitons |
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| depth interview techniques |
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laddering approach
hissden issue questiong
symbolic analysis approach |
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| depth interview advantage/disadvantage |
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| group pressure eliminated; more costly than a foucs group; more personalized attention given; often geared towards getting underlying info; interviewwe becomes more sensitive to nonverbal clues; respondent can be less forthright as the focus is on them; an interveiew lacks the advantage of group dynamics; can result in liited ground getting covered; an interview can by conducted anywhere |
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| technique tapping respondents' deepest feelings by having them project thos feelings into and unstructured situation |
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| projective test techniques |
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| word associations; cartoon tests; photo sorts; customer drawings; storytelling; sentence and story completion; third person technique |
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| radom error or random sampling error |
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| error resulting from chance variation |
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| difference btwn the sample value and the true value of the population mean |
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| error that results from problems or flaws in the execution of the research design; sometimes called non-sampling error |
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| systematic error that results from an error in the sample design or sampling procedures |
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| population specification error |
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| error resulting from incorrectly defining the population or universe from whicha sample is chosen |
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| error the results from incomplete or improper sampling procedures or not following appropriate procedures |
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| systematic error that results from a variation between the information being sought and what is actually obtained by the measurement process |
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| surrogate information error |
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| error that results from a discrepancy btwn the information needed to solve a problem and that sought by the researcher |
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| error that results from the interviewers influencing |
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| measurment instrument error |
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| error that results from the design of the quesitonnaire or measurement instrument |
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| error that rsults fromt he incorrect transfer of information from a survey document to a computer |
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| error that results form a systematic difference between those who do and those who do not respond to the measurement instrument |
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| percentage of personas contacted who refuse to participate |
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| error that results from the tendency of people to answer a question incorrectly through either deliberate falsification or unconscious misrepresentation |
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| the list of the population elements or members from wchich untis to be sampled are selected |
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| error that results from incorrectly defining the population or universe form which a sample is chose |
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are one time snapshots of population
use the same survey and different sample |
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identify market trends
use the same survey and same sample
use tracking panels and groups |
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| percentage of ppl in the general population that fit the qualifications to be sampled |
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| the percentage of qualified persons contacted who agree to complete the survey |
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| systematic process of recording patterns of occurenes or behaviors without normally communicating witht eh people involved |
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