Marketing Research 4

Marketing Research Overview Dr. Mary Wolfinbarger

Marketing Research Overview Definition, AMA “The systematic ____________, recording, and ________ of data about problems relating to the marketing of goods and services.”

Another Definition “Marketing Research is the function which links the ____________ and the ___________ to the organization through information -information is used to identify and define marketing problems; generate, refine and evaluate marketing ____________, and improve our understanding of marketing as a process.” -- Gilbert Churchill

The Role of Marketing Research Environment Organization

Cultural Trends Marketing research is environmental surveillance; ___________ of the firm is often closely tied to effective marketing research.

The Role of Marketing Research Price ■ Product ■ Promotion ■ Place ■ Personnel ■ Customers ■ Macro trends ■

Macroenvironmental trends D______________ ■ Cultural trends ■ C__________ ________ ■ et cetera ■

The Marketing Research Process

Some ideas about Marketing Research: Operating executives often _______ or ________ research findings ■ Value of research depends on skill with which project is designed and implemented ■ Organizations, particularly ________ ones, are heavy users of research ■ Research is often a _________ tool ■

Steps Problem Definition ■ Research Design ■ Sampling ■ Data Collection and Analysis ■ Report Preparation ■

Step 1: Problem Definition ■

Define specific problem/problems

■

What _________can/will be based on the research

■

____________ ____________

Step 1: Problem Definition “Probably the most important thing a research supplier can do is to ______ _______ with a client to determine what research is needed and how it will be used; if this step is skipped the results may not address the problem.” --Philip Kotler and Gary Armstrong

Step 1: Problem Definition “In my experience it usually turns out that the _________ ________ has not carefully thought through his decision process and the meetings with the researcher often result in a ________ ________ of the decision situation, which results in major changes in the definition of the research problem and the information needs.” --Imran Currim

Step 1: Problem Definition Potential Traps: ■ Collecting “__________” information ■ “Piggybacking” to satisfy everyone ■ Problem not __________ to research ■ Client agendas

Step 1: Problem Definition Example: Retailer “Primal Elements”

Step 1: Problem Definition Example: Retailer “Primal Elements” ■ Interview client/decision makers -- to what questions do they want answers ■ Who are customers ______________? ■ How do people __________ us? ■ How can we advertise more effectively? ■ Why do we have fewer young customers than anticipated? ■ What new products should we carry?

Step 1: Problem Definition Example: Retailer “Primal Elements” ■ Researchers and clients ________ _________ /possible answers to questions to guide research design ■ Example: PE may be perceived as too ________ to younger customers OR the interior is not __________ to younger customers…..

Step 2: Research Design ■

A detailed _________ specifying how the research will be carried out

Step 2: Research Design “There is never a ______ _______ correct method of carrying out a piece of research. Do not wait until you find out THE proper approach, because there are many ways to tackle a problem -- some good, some bad, but probably _________ good ways...

Step 2: Research Design “...A research _______ for a given problem is not like the solution to a problem in algebra. It is more like a recipe for beef stroganoff, there is no one best recipe.” -Julian Simon, Basic Research Methods in Social Science: The Act of Empirical Investigation

Step 2: Research Design Three general types of designs: ■ Exploratory ■ Descriptive ■ Causal If you collect the data yourself, it is _______. If you use someone else’s, it’s _________.

Step 2: Research Design/ Exploratory Especially necessary when don’t ________ the issue well, and ■ Use to __________ as many possible questions/answers/ideas as possible ■ Examples: faculty response to merit pay, employee responses to advertising ■

Step 2: Research Design/ Exploratory _______ _______--most common exploratory technique A loosely structured __________ conducted by a trained moderator among a small number of informants simultaneously. ■

Step 2: Research Design/ Exploratory/Focus Group 6-12 ___________ in a group ■ 1- 1 1/2 hour session ■ 1-way mirror/client may sit behind ■ __________, “living room” environment ■ can be adapted to the Internet ■ Informants are _______ ■

Step 2: Research Design/ Exploratory/Focus Group Advantages of Focus Groups ➤ _______

➤ May

and _________

uncover ______________ ideas

➤ Gives

“flesh” and connectedness to real consumers

Step 2: Research Design/ Exploratory/Focus Group Disadvantages of Focus Groups ➤ Results

__________ on skill of moderator ➤ Groupthink ➤ Small __________

Step 2: Research Design/ Exploratory/In-depth Interview ➤ An

_____________ personal interview which uses extensive probing to get a respondent to talk freely and to express detailed __________ ➤ Purpose: to try to probe informants’ __________, feelings, beliefs

Examples: Skydiving, earthquake risk

Step 2: Research Design/ Exploratory/Projective Techniques ➤ An

________ form of ________ in which an environment is created to encourage informants to freely project beliefs/feelings into the situation ➤ Example: Roach Killer

Step 2: Research Design/ Exploratory/Projective Techniques ➤ Example:

_____ _________ ➤ What comes to mind when you think of BIC?

Step 2: Research Design/ Exploratory/Projective Techniques ➤ Are

these _________ consistent with the notion of BIC perfume? BIC pantyhose?

Step 2: Research Design/ Descriptive Research ➤ Research

that simply __________, but does not directly link outcomes to particular causes ➤ Example: _______ _____

Step 2: Research Design/ Descriptive Research Types of methods that tend to be descriptive: ➤ Observation

➤ Surveys

Step 2: Research Design/ Descriptive Research/Observation What are the __________ of observation? ➤ Doesn’t

reveal consumer motivations ➤ Marketers see what they do, but usually not why they do it

Step 2: Research Design/ Descriptive Research/Observation ➤ Example

1: Fisher Price Toy Design

➤ Example

2: Pantry Meter

Step 2: Research Design/ Descriptive Research/Surveys Types: ➤ _______ ➤ ___________ ➤ Personal ➤ Internet

Step 2: Research Design/ Descriptive Research/Surveys ➤ Like

a ruler or weight scales, a survey is a _____________ instrument ➤ If instrument is flawed, so are ________

Step 2: Research Design/ Descriptive Research/Surveys Common problems: ➤ Demanding

_________ ➤ __________questions ➤ Choice preferred by respondent is not included ➤ Degree of agreement questions constructed as yes/no (or vice-versa) ➤ Questionnaires are _______ ______

Step 2: Research Design/ Causal Research ➤ Seeks

to _______ specific outcomes to variables that caused them

Step 2: Research Design/ Causal Research

Step 2: Research Design/ Causal Research Three ___________ are necessary ➤ Condition

1: One variable must precede the other in time

Step 2: Research Design/ Causal Research ➤ Example

1: Job ___________ of service employees = Service Quality

➤ Or,

is it the other way around?

Step 2: Research Design/ Causal Research ➤ Condition

2: Alternative __________ for findings should be ruled out

Step 2: Research Design/ Causal Research ➤ Example

: Consume oatmeal = ______________ rates

➤ Or

does it?

lower

Step 2: Research Design/ Causal Research ➤ Condition

3: Nomic _________ -- Look for the “__________ link”

➤ This

criterion can be simplified: Does the relationship make sense?

➤ Example:

Letter name begins with and credit worthiness

Step 2: Research Design/ Causal Research “Golly gee-whiz” relationships -- many are simply statistical ___________

Step 2: Research Design/ Causal Research _____________ does not prove causality!

Step 2: Research Design/ Causal Research: Methodologies ➤ Surveys

(especially longitudinal ones) ➤ Experimentation (the _____ standard)

“the systematic _____________ of selected stimuli into a controlled environment” Example: varying price levels and seeing impact on sales

Step 2: Research Design/ Causal Research: Methodologies ___________ Design must be careful to make strong causal inferences ➤ Need

________ or ___________ groups ➤ Extraneous factors must either be controlled or measured ➤ Example: Colon Cancer PSAs ➤ Example: Taking Latin Higher Verbal SATs

Step 2: Research Design/ Causal Research: Methodologies ➤ Example:

_____ vs. slow music = time /money spent in grocery store ➤ Restaurant, too

Research Design: Secondary Vs. Primary

➤ Primary

Data: data collected by researcher for his/her ________ purpose

➤ Secondary

data: already ________, collected by someone else

Step 2: Research Design/ Secondary Data ➤ Saves

______ and money ➤ May not _______ your specific problem

General types: ➤ Data

collected elsewhere in the company, e.g. sales and cost data ➤ __________ Data ➤ Non-commercial data

Step 2: Research Design/ Secondary Data Evaluating Secondary Data ➤ _______

collected it? ➤ _____ was it collected? ➤ How was the data collected? ➤ What data were collected? ➤ When was the data collected? ➤ Do ________ sources indicate the same conclusions?

Step 3: Sampling Who is our __________ of interest? ■ How will we identify them? ■ What sampling _________ will be used? Basic Types: probability vs. non-probabililty ■ How many will be sampled? ■

Step 3: Sampling Sampling is important as it affects generalizability of results. Generalizability: do findings apply to your population of interest?

Step 4:Data Analysis Extracting meaningful information from the data ■ Exploratory methods: review and “code” transcripts for recurring themes

Step 4:Data Analysis Descriptive and _______ methods ■ Statistical analyses

Step 5: Report Preparation __________ _________ ■ Body -- findings of study ■ ___________ of the Research ■ Conclusions and Recommendations ■ Appendix ■