MKT 230 1st Edition Lecture 8Outline of Last Lecture I. Marketing ResearchII. Marketing Research Processa. Types of Researchb. Reliability and ValidityIII. Types of DataOutline of Current Lecture I. Step 3: Collecting Dataa. Probability and Non-Probabilityb. Survey MethodsII. Step 4: Interpret Research FindingsIII. Step 5: Report Research FindingsIV. TechnologyV. Marketing EthicsCurrent LectureI. Step 3: Collecting Data- Collecting Primary Data- Population: all elements, units, or individuals of interest to research- Sample – Limited number of units chosen to represent the characteristics of a population- Sampling – Who are we going to talk to?o Process of selecting representative units- 2 types of Sampling: Probability and Non-ProbabilityThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.- Probability – sampling technique in which every element in the population being studied has a known chance of being selected for the study Example: Surveying college students in Illinois, every college student has potential for being includedo Random Sampling – probability sampling in which all units in a population have an equal chance of appearing in a sampleo Stratified Sampling – type of probability sampling when population is decided into groups according to a common attribute; a random sample is then chosen with in each group Example: Choosing college students by age, GPA, location, type of school, etc. This uses characteristics from a target market to chose groups- Non-Probability Sampling – Sampling technique in which there is no way to calculate the likelihood that specific elements of a population being studied will be choseno Example: choosing college aged people but with no specific way to assure that they are in collegeo Quota Sampling – technique in which researchers divide the population into groups and then arbitrarily chose participants of each group Example: by gender, zip code, etc.- Survey Methodso Mail – answer questionnaire through the mailo Telephone – answers recorded by interviewer on the phone Usually sales orientatedo Online – answers via email or website Crowdsourcing – taking tasks usually performed by a marketer and outsourcing to potential market through an open call for ideaso Personal Interview Survey – respond face-to-face- Benefits of Personal Interviewo Check body language, more personal so interviewers are able to develop a relationship, you can get additional information that wasn’t initially in the survey, more specific because respondents can elaborate, able to control environment, know more about the interviewee, longer in duration- Forms of Personal Interviewo Door-to-door/In home: at respondents homeo Focus-Groups: observation of group interaction when members are exposed to an idea or concept Example: salad dressing focus groupo Customer Advisory Boards: small group of customers provide feedback on ideas, marketing strategies, and productso Shopping Mall Intercept: Interviewing a certain percentage of people in malls- 4 Common Survey Methodso Online – least expensiveo Online and telephone – have the least bias- Technology and Surveyso On-Site Computer Interview Variation of mall intercept Self-administered questionnaireo Social Networking Sites are also very important for online surveys and marketing- Questionnaire Constructiono Open-ended – designed to get customer’s thoughts in detailo Dichotomous – 2 options, usually Yes or No questionso Multiple Choiceo All three are found in questionnaires- Observation Methods – avoid direct contact with subject to reduce awareness of observation processo Observations are usually combined with interviewso Data can be influence by observer biaso Note physical conditions, subject’s actions, and demographicsII. Step 4: Interpret Research Findings- 1st step in drawing conclusions from most research is displaying data in table format- Important to start with secondary data first because it is easier and cheaper, and it can help narrow and guide research. Sometimes the answers may have already been found. It can save time and money- Data must be analyzed nexto Statistical interpretation focuses on what is typical and what deviates from the average- Managers must understand results and relate them to a context that permits effective marketing decision making- Data requires careful interpretationIII. Step 5: Report Research Findingso Prepare formal, written documentso Clear and objective presentationso Point out deficiencies in datao Consider intended audienceo Executive summary comes firstIV. Technology- Why use technology?o More efficiento Access to more marketso Customer relationship management enhancedo Better resultso Internal research and quick for gathering information- Types of Technology Usedo MIS (Marketing Decisions Support Systemo Databaseso MDSS (Marketing Decision Support System)V. Marketing Ethics- Importance of ethical marketing researcho Professional standards by which research can be judgedo Ethical and legal issues can develop as research is carried outo Some organizations develop codes of conduct and guidelines for ethical research for organizations Marketing Research Association Code of Marketing Research Standards- International Issueso Differences in sociocultural, economic, political, legal, and technological forceso 2 pronged approach Use secondary detailed search  Then conduct field