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Definition
| an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. |
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| the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem. |
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| uses of marketing research |
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Definition
1. identify marketing opportunities and problems
2. generate, refine, and evaluate potential marketing actions
3. monitor marketing performance
4. improve marketing as a process |
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| 11 steps in the marketing research process |
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Definition
1. establish te need for mktg research
2. define the problem
3. establish research objectives
4. determine research design
5. identify info types and sources
6. determine methods of accessing data
7. design data collection forms
8. determine the sample plan and size
9. collect data
10. analyze data
11. prepare and present the final research report |
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| three general categories of research design |
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Definition
exploratory
descriptive
causal |
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| info collected specifically for the problem at hand |
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| info already collected not for the specific project |
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| secondary data collected by external firm and sold to organizations |
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| when should you not conduct marketing research? |
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Definition
information already available
wrong timing
insufficient resources
make sure you have time and money
cost outweighs value (negative ROI)
when it really doesnt matter |
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Definition
| situations that call for managers to make decisions among alternatives (options), common marketing research problems, proper problem definition arguable most important step in marketing research |
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| an area of buyer need or potential interest in which a company can perform profitably |
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| alert management to problems |
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| RFP- request for proposals |
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Definition
| marketing research firms asking how they would confront the problem. managers might be wrong in their problem definition, and research firms need to decide how to proceed if they are. |
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Definition
| gather background information and data that may be helpful in properly defining the problem. should involve both primary and secondary data |
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| problem definition process |
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Definition
determine probable causes
specify decision and options
consequences of actions
back track |
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specific way to measure a construct
ex: a five item scale to measure brand lking |
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| causal and experimental research always a |
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Definition
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| to gain back ground info, to define terms, to claify problems and hypothesis, to establish research priorties |
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to describe and measure mktg phenomena
who what when where and how? |
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| to determine "if-ten" statements. requires good understanding of problem being studied. powerful and useful info when conducted properly, but timely and costly. mainly used with experiments |
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| gathering info from those thought to be knowledgeable on issues relevant to research problem |
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| review of available info about past situations that has similarities to present problem |
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| measure units/subjects at only one point in time. normally involve fairly large sample sizes |
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| cross sectional studies using samples drawn to be representative of specific population |
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| repeated of same subjects over a period of time. Discontinuous and continuous. |
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| what products yield the most brand loyalty, how much variety do consumers seek, overall changes in market share can be misleading |
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Definition
| uses both quantitate and qualitative techniques |
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| qualitative data can be quantified but only after ________ process. |
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| ________ __________ are the most popular type of qualitative research. |
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Definition
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Definition
6-12 people
one way mirror
around 2 hours |
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| when should focus groups not be used? |
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Definition
| when research objective is to predict specific outcomes, when a major expensive specific decision rides on it. |
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| who should be in a focus group? |
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Definition
| generally believed that best focus groups are homogenous with regard to research issues at hand. |
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| how long it takes for someone to answer a question, make a decision between competing products |
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| researcher decides beforehand which behaviors are to be observed and recorded |
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| no restrictions on what observer will record. |
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| observer is machine or other static observing device. |
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| observes behavior as it naturally happens |
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| creates artificial environment or situation to observe reactions |
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| recording events subjectively, inaccurately, or unthoroughly. interpreting observation data subjectively incorrectly |
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| one-on-one interview to gain insight about what the subject thinks about something or behaves in a certain way. |
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Definition
| place people in decision making siuation and ask them to verbalize everything they consider when making a decision. this is good for purchases involving long term frame with complicated and multi-faceted decisions. or when decisions are made very quickly |
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| collected within the firm |
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| obtained outside the firm |
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| collection of data and information describing items of interes |
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| each unit of info in a database |
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| subcomponents of info in a record |
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| use of powerful software to dig through large databases to discover patterns |
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| building, maintaining, and using customer and other internal databases to contact, transact, and build customer relationships. |
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| requirements of causality |
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Definition
temporal sequence
concomitant variation (covariation)
rule out other possible causal factors for covariation
logical explanation for causal effect |
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Definition
| researcher has control over and wishes to manipulate |
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| researcher has little to no control over and wishes to measure |
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| exposed to new treatment level or independent variable |
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| not exposed to new treatment level of independent variable |
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| every unit/subject has equal chance of being assigned to a group |
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| it is the observed change in the dependent variable acually due to the independent variable? the study used a proper design, carried it out correctly, and controlled the extraneous variables. |
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| do the results f the experiment apply to the real world outside the experimental setting? |
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| loss of test units/subjects suring the course of an experiment |
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| changes in measurement instruments that may explain differences in dependent variables. |
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| driving to more than one store in the same shopping trip. |
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| field experiment conducted in actual product markets, frequently used for new products, can be used to test potential marketing mixes |
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| when consumers choose a new offering as a replacement for another product offered by the same company |
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| specific country chosen for test marketing bc it is thought to be a good predictor of the entire region-like testing in east asia and it represents all of asia |
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| key issues in test marketing |
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Definition
| time, loss of secrecy (like sneaky competitors) |
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| test product or marketing mix thorugh variables through companies normal distribution channels. |
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| conducted by outside research firms that guarentee distribution of prodct through pre-specified types and number of distributors |
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Definition
| subjects are selected based on target market of test product |
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| BRIC countries- "hot" areas |
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Definition
| Brazil, russia, india, china |
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