Chapter 5 Marketing Research and Information Systems 1 Marketing Research The systematic design collection interpretation and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities Research conducted to gather more information about a problem or to make a 2 Exploratory Research tentative hypothesis more specific 3 Customer advisory boards Small groups of actual customers who serve as sounding boards for new product ideas and offer insights into their feelings and attitudes toward a firm s products and other elements of its marketing strategy 4 Focus group A study in which a small group of 8 12 people are interviewed often informally without a structured questionnaire to observe interaction when members are exposed to an idea or a concept Research conducted to clarify the characteristics of certain phenomena to Research that allows marketers to make causal inferences about relationships 5 Descriptive Research solve a particular problem 6 Experimental Research 7 5 Steps of the Marketing Research Process Define Problem Designing the Research Project o Research Design An overall plan for obtaining the information needed to address a research problem or issue o Hypothesis set of circumstances o Reliability An informed guess or assumption about a certain problem or A condition that exists when a research technique produces almost identical results in repeated trials o Validity A condition that exists when a research method measures what it is supposed to measure Data observed and recorded or collected directly from Collecting Data o Primary Data respondents o Secondary Data Data compiled both inside and outside the organization for some purpose other than the current investigation All the elements units or individuals of interest to researchers for a specific study A limited number of units chosen to represent the characteristics of a total population The process of selecting representative units from a total o Population o Sample o Sampling population o Random Sampling A form of probability sampling in which all units in a population have an equal chance of appearing in the sample and the various events that occur have an equal or known chance of taking place o Stratified Sampling A type of probability sampling in which the population is divided into groups with a common attribute and a random sample is chosen within each group o Quota Sampling A nonprobability sampling technique in which researchers divide the population into groups and then arbitrarily choose participants from each group o Mail survey o Telephone survey A research method in which respondents answer a questionnaire sent through the mail A research method in which respondents answers to a questionnaire are recorded by an interviewer on the phone Telephone depth interview An interview that combines the traditional focus group s ability to probe with the confidentiality provided by telephone surveys o Personal interview survey A research method in which participants respond to survey questions face to face In home door to door interview A personal interview that takes place in the respondent s home o Shopping mall intercept interview A research method that involves interviewing a percentage of individuals passing by intercept points in a mall On site computer interview A variation in which respondents complete a self administered questionnaire displayed on a computer monitor o Online survey A research method in which respondents answer a questionnaire via e mail or on a website o The first step in drawing conclusions from most research is displaying Analysis of what is typical and what deviates from the average Interpreting Research Findings the data in table format o Statistical interpretation Reporting Research Findings 8 Marketing Information Systems MIS A framework for managing and structuring information gathered regularly from sources inside and outside the organization 9 Database 10 Single source data A collection of information arranged for easy access and retrieval Information provided by a single marketing research firm
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