1 9 14 Notes Chapter 1 Marketers need information Data Information Action Marketing research starts from action the notion that you want to do something Marketing Research The Organization s formal communication link with the environment Marketing Research is the function that links the consumer to the marketer through information Information is used to Identify and define marketing problems Generate refine and evaluate marketing actions Monitor marketing performance Improve understanding of marketing process Producers of products and services Gather information relevant to the products and services they produce and the industry in which they operate Advertising agencies Marketing Research Companies Conduct research primarily to test advertising and measure its effectiveness Some focus on very specific topics or aspects of the research process whereas others are more general in focus Marketing Investment cost Profit Marketing Investment Revenue Profit Need to have marketing research to have something present to bosses on proposals Why Study Marketing Research All of us are consumers of marketing and public opinion research We need to be able to know how to evaluate the likely validity of the research Managers need to know the research process including what to expect marketing research to be able to deliver managers must understand what marketing research can and cannot do as well as what is involved in the process of conducting research Marketing Research Ethics Principles values and standards of conduct followed by marketing researchers The goal of any marketing research project should be to uncover the truth Advocacy research is conducted to support a position rather than to find the truth about an issue Sugging contacting people under the guise of marketing research when the real goal is to sell products or services Researchers must behave ethically because their jobs depend upon the trust and goodwill of research participants Research Process Stages Formulate Problem Determine Research Design Determine Data collection method Design Data Collection Forms OR Identify Data Sources Design Sample Collect Data Aggregate Data data we already have Analyze and Interpret Data Prepare Research Report 1 14 14 notes 1 Meet with Client 2 Clarify the Problem Opportunity 3 State the Manager s Decision Problem 4 Develop a Full Range of Possible Research Problems 5 Select Research Problems Discovery Oriented vs Strategy oriented decision problems Discovery oriented decision problems are common with unplanned changes in the market environment exploratory open ended Strategy oriented decision problems are common with planned changes in the marketing environment Researchers should conduct strategy oriented research if possible Decision Problems Managers view of the situation The manager trying to figure out what to do Managerial side of things Research Problems Restate Decision problems in research terms What we need to learn from our market in order to make a decision Market side of things Dealing with missing pieces of information Research Request agreement Should be executed between the research and the client and should include 1 Background Events that led to manager s decision problem the opportunity or problem 2 Decision Problem Underlying question confronting the manager something to do with the 4 P s or segmentation and targeting 3 Research Problem Issue used to address the decision problem 4 Use supplying logical reasons for each piece of research 5 Population subgroups groups from whom information must be gathered 6 Logistics estimates of resource requirements The research proposal should describe the marketing problem purpose of the study and a detailed outline of the planned research methodology including the following 1 Problem Definition and Background 2 Research Design and Data Sources Focus on this for homework who we need information from 3 Sampling Plan 4 Data Collection Forms used primarily for surveys 5 6 Time Schedule how long the process takes 7 Personnel Requirements and Cost Estimates how many people needed to pull this Analysis process off 8 Appendices Homework due Thursday Restaurant owner ongoing restaurant that s been in business for a year Offered to get data that foursquare collects in Tallahassee Can check into locations to give coupons or points They will sell you information write some research problems to help you find some good knowledge Prepare 3 research problems for this opportunity discovery options data comes straight to restaurant what can you learn from the data what can you ask 4 Square human checks in tells the time of day and where they are you can use facebook as well 1 16 14 Chapter 3 Types of Research Design Exploratory Research Hard work including coding and interpretation Discover Ideas and Insights Literature Search Search of popular press trade and academic literature or published statistics from research firms or governmental agencies Depth Interviews Interviews with people knowledgeable about the general subject being investigated Focus Groups Small group interviews Relying on Group discussion o It is easy for managers to see what they expect in focus group results o Focus groups are one form of exploratory research it should not be expected to deliver final results or answers to decision problems yet many managers seem to use them for that purpose o Role of Moderator is critical Case Analyses Intensive study of selected examples of Phenomenon Hard work including item wording and research design Descriptive Casual Descriptive Research Describing a population with respect to important variables Used to o Describe the characteristics of certain groups o Determine the proportion of people who behave in a certain way o Make specific predictions o Determine relationships between variables o Key questions descriptive research should attempt to answer Who What When Where Why How Longitudinal Analysis o Repeated measures over time of a fixed sample o Two Primary types 1 Continuous panel Fixed sample of respondents who are measured repeatedly over time with respect to the same variables 2 Discontinuous panel Fixed sample of respondents who are measured repeated over time with respect to different variables Casual Research Used to establish cause and effect relationships between variables A typical sequences starts with exploratory then goes to descriptive research which goes to casual research 1 21 14 Experiment Type of data you collect usually in
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