Chapter 1 Introduction to Marketing Research Marketing Research o Systematic and objective identification collection analysis and dissemination and use of information for the purpose of improving decision making o Information may be Internal or External Internal Supplier Is a marketing research department within the firm company o Many firms particularly the big ones maintain in house marketing research departments May be centralized located at HQ Or decentralized across divisions or product lines o Typically report to a division manager o Internal suppliers often rely on external suppliers for specific tasks External Supplier Outside firms hired to supply marketing research data o Offer limited data entry analytical and field services o Also include larger firms that offer syndicated and customized services Syndicated Services Collects information of known commercial value that they provide to multiple clients on a subscription basis Usually surveys panels scanners and audits Problem Identification Research o Often predictive in nature o Undertaken to help identify problems that are perhaps not apparent on the surface and yet exist or are likely to arise in the future Ex Market share forecasts business trends evaluating brand image Problem Solving Research o Designed to solve a specific problem o Undertaken to arrive at a solution Ex segments to target optimal product design pricing policies optimal promotional mix distribution location planning SPSS Software o Integrative package that can be used in the various stages of the marketing research process o Flexible yet powerful o Menu drive no programming skills required o Easy to transfer data from other sources Chapter 2 Research Design Research Design o Framework or blueprint for conducting a marketing research project Exploratory Research o To provide insights into and an understanding of the problem confronting the researcher o Used when you must define the problem more precisely or gain addition insights before an approach can be developed Conclusive Research o Descriptive Cross Sectional or Longitudinal Research Goal is to describe something Usually market characteristics or functions Most used research design in marketing research Clear statement of a problem well defined hypotheses and specific information needs Ex Who What When Where Why How Single Cross Sectional Design o One sample of respondents from target population and information from sample collected only once Multiple Cross Sectional Design o Two or more samples of respondents but information from each sample collected only once o Cohort Analysis Common type of multiple cross sectional design Series of surveys are conducted at appropriate time intervals Unlikely that same person surveyed twice Ex Research study that administers to MAR4613 students each fall to collect information regarding bottled water consumption Longitudinal Design o Fixed on the same variables sample of population elements in measured repeatedly o Measures the same people at different times Ex Research study that administers a survey to the same group of marketing majors in each of their four semesters collecting information regarding bottled water consumption o Causal Research Used to understand what variables cause other variables to change cause and effect relationships Requires a carefully controlled experimental design Total Error o The variation between the true mean of the population of the variable of interest and the estimated means from the marketing research project Random Sampling Error the sample o Variation between the true mean for the population and the true mean for o The error that arises because only a random sample is taken and the entire population is not measured Non sampling Error o Attributed to sources other than sampling and may stem for a variety of reasons o Ex Researcher designs a poor questionnaire Nonresponse Error Error stemming from respondents not responding to survey study o Due to refusal or unavailability o Factors can influence survey timing survey length etc Response Error Information obtained from respondents is inaccurate in some manner Can stem from researcher interviewer or respondent o Researcher Errors Surrogate Information Error The market research problem focuses on potential for brand switching but satisfaction is used as a surrogate Measurement Error We want to measure brand preferences but instead measure brand similarity Population Definition Error Variation between the actual population relevant to problem and the population defined by researcher Sampling Frame Error Variation between the population defined and the population implied by the sampling frame used Data Analysis Error Incorrect inaccurate statistical analysis etc o Interviewer Errors Respondent Selection Error Graduate students in sample when population should be undergrads Questioning Error Inappropriate rephrasing of questions Recording Error Cheating Error Misinterpretation of a respondent s answers Interviewer fabricates answers to a part or all of the interview o Respondent Errors Inability Error Lack of knowledge or faulty memory boredom fatigue Unwillingness Error Misreporting answers may stem from a need to impress the interviewer avoid embarrassment or maintain privacy Tradeoffs Among Errors the project o Goal is to obtain the best research design possible within constraints of o Generally non sampling errors exceed random sampling errors Reducing sampling size Increase sampling error Chapter 3 Exploratory Research Design Secondary Data Primary Data Secondary Data o Collected for the specific problem at hand o Readily available data collected from previous problems o Generally collected in less time lower cost than primary Internal Secondary Data o Generated within the organization for which the research is being conducted relatively inexpensive o Ready to Use Information routinely supplied by the management decision support system o Requires Further Processing Ex variety of information can be found on sales invoices but further processing may be required to extract it External Secondary Data o Those generated by sources outside the organization Ex Published material computerized databases or info made available by syndicated services o Published Materials o Computerized Databases o Syndicated Services Database Marketing o Integrates sales and purchase behavior with customer demographic and psychographic information in a computerized form o Integral part of CRM
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