Chapter 9 Marketing Research 9 1 Marketing Decision Support Systems Accurate and timely info is important to marketing decision making Marketing information everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans Decision support system DSS an interactive flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions o Interactive flexible discovery oriented accessible Database marketing the creation of a large computerized file of customers and potential customers profiles and purchase patterns 9 2 The Role of Marketing Research Marketing research the process of planning collecting and analyzing data relevant to a marketing decision o Links the consumer customer and public to the marketer through o Provides decision makers with the effectiveness of current marketing information mix policies o 3 roles descriptive diagnostic predictive 9 3 Steps in a Marketing Research Project Scientific approach to decision making that maximizes the chance of getting accurate and meaningful results 1 Identify and formulate the problem opportunity o Marketing research problem determining what information is needed and how that information can be obtained efficiently and effectively information oriented o Marketing research objective the specific information needed to solve a marketing research problem the objective should be to provide insightful decision making information o Management decision problem a broad based problem that uses marketing research in order for managers to take proper actions action oriented 2 Plan the research design and gather secondary data o Secondary data data previously collected for any purpose other than the one at hand can save time and money help formulate the problem statement help suggest research methods pinpoint the kinds of people to approach serve as a basis of comparison for other data Disadvantages mismatch between the unique problem and the purpose for why the secondary data was originally collected quality questionable o Marketing research aggregator a company that acquires catalogs reformats segments and resells reports already published by marketing research firms o Research design specifies which research questions must be answered how and when the data will be gathered and how the data will be analyzed o Survey research the most popular technique for gathering primary data a researcher interacts with people to obtain facts opinions and attitudes In home personal interviews high costs moderate time span use interviewer probes low management control over interviewer high general data quality high ability to collect a lot of data high ability to handle complex questions Mall intercept interviews involves interviewing people in the common areas of shopping malls hard to get a representative sample of population ability to probe in order to clarify responses quality is the same as phone interviews Computer assisted personal interviewing interviewer reads questions from a computer screen and enters the respondents data directly into the computer Computer assisted self interviewing a mall interviewer intercepts and directs willing respondents to nearby computers where each respondent reads questions off a computer screen and directly enters his answers into the computer Central location telephone interviews less costly Central location telephone facility a specially designed phone room used to conduct telephone interviewing Self administered and one time mail surveys low costs elimination of interviewers centralized control anonymous but product low response rates not representative and no probes Mail panel surveys alternative to the one shot mail survey consists of a sample of households recruited to participate by mail for a give period Executive interviews involves interviewing businesspeople at their offices concerning industrial products or services Focus groups 7 10 people who participate in a group discussion lead by a moderator o Questionnaire design all survey research require a questionnaire Open ended question encourages an answer phrased in the respondent s own words Closed ended question respondent must make a selection from a limited list of responses dichotomous yes no or multiple choice Scaled response question closed ended question designed to measure the intensity of a respondent s answer o Observation research a research method that relies on 4 types of observation People watching people one way mirror observation mystery shopper researchers posing as customers who gather observational data about a store People watching an activity Machines watching people Machines watching an activity Behavioral targeting a form of observation marketing research that combines a consumer s online activity with psychographic and demographic profiles complied in databases o Ethnographic research the study of human behavior in its natural context involves observation of behavior and physical setting o Virtual shopping o Experiment a method of gathering primary data in which the researcher alters one or more variables while observing the effects of those alterations on another variable o Sample a subset from a larger population o Universe the population from which a sample will be drawn o Probability sample a sample in which every element in the population has a known statistical likelihood of being selected sample will represent the population Random sample a sample arranged in such a way that every element of the population has an equal chance of being selected as part of the sample Stratified sample population is divided into mutually exclusive groups gender then random samples are drawn from each group Cluster sample population is divided into mutually exclusive groups then a random sample of clusters are selected Systematic sample population list is obtained skip interval is used o Nonprobability sample any sample in which little or no attempt is made to get a representative cross section of the population Convenience sample use respondents who are convenient or readily accessible to the researches friends relatives ect Judgment sample selection criteria based on researcher s personal judgment 3 Specify the sampling procedures Quota sample finds a certain number of people in several categories Snowball sample more respondents are selected on the basis of referrals from initial respondents o Measurement error there is a
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