- identify market opportunities / problems

- generate potential marketing actions

- monitor marketing performance

- improve marketing as a process

1. consent

2. public confidence

3. public's right to privacy

4. accuracy

5. ethical practice

6. client rights

7. lawfulness

8. competency

9. familiarity

10. professionalism

-rights of the respondent-> privacy issues, random calling

- research integrity-> bias, unethical shortcuts, etc

-gap between what was supposed to happen & what did happen (failure to meet objectives)

-gap between what did happen & what could have happened (failure to meet opportunities)

1. gain background info

2. measure the state of a variable of interest

3. test a hypothesis

1. exploratory (focus groups, qualitative research, depth interview)

2. descriptive (cross sectional, longitudinal)

3. causal (experiments)

if x, then y... "if-then" statements

ex, if my ad is printed in color, then ____

uses experiments

an experiment is valid only if 1) the change in the dependent variable is in fact due to the change in the independent variable and

2) the results apply to the "real world"

1. representativeness of the whole marketing territory

2. degree of isolation from external influences such as the media

3. distributio and promo -> must be manageable

provides the best info possible before roll out

can pretest the 4 p's

not guaranteed to be right

competitors can sabotage

costly

study the results or effects of the behavior rather than the behavior itself

can use archives (secondary sources like historical records)

or physical traces (tangible evidence of an event ex, throwing something recyclable in the garbage)

actual, natural beahviours

sometimes is the only way to get accurate data

only a few people are observed ->not representative

you cannot observe motivations, attitudes and intentions

1. person administered

2. computer-assisted surveys

3. self-administered surveys

4. mixed-mode surveys

interviewer reads questions face to face or over the phone.

pros=feedback, rapport, quality control, adaptability

cons= human error, slower than a computer, costly

computers assist human interviewer, may interact directly w/ respondent

pros= speed, error-free, use of visuals, real-time data capture

cons= respondents must be tech savvy, high setup costs

respondent completes the survey o their own, choosing their own location and time, and pace. no human or computer assisting.

pros= low cost, respondent control and comfortability, more insightful

cons= no monitoring, the respondent may ignore the survey, everything is in the respondent's hands

use of multiple data collection methods

pros= best of each technique

cons= added complexity, chosen modes may affect responses

in-home interviews

mall-intercept interviews

in-office interviews (good for b2b)

telephone (cheap, high quality, but no visual & high refusal)

traditional -> all mechanical

central location -> all cals from one place

computer-assisted-> interview reads questions from a computer screen, often automatic dialling

fully-computerized ->computer dials, respondent pushes buttons

open ended

categorical

scaled

measures what it should, is truthful. 

1. method of sample selection

2. size of sample *larger samples have less errors*

• convenience sampling
• judgement sampling
• referral sampling (snowbal sample)
• quota sampling (most common nonprobability)