Exam 1 Study Guide Retail research o Focuses on database development through optical scanning at the point of purchase o Retailers match data collected at the point of purchase with information on the media customers consume type of neighborhoods they live in and the stories they prefer to patronize Perceptual mapping o Technique that is often used to picture the relative position of products on two or more dimensions important to consumers in making their choice to purchase o To create the map consumers are asked to indicate how similar or dissimilar a group of relevant brands or products are to each other The responses are used to construct perceptual maps that transform the positioning data into a picture or graph that shows how brands are viewed relative to one another Sugging and Frugging o Privacy Invasion research Selling under the guise of conduction Research conducted to collect names Sugging In reality they are trying to build databases generate sales leads or directly sell product services Frugging Fundraising under the guise of market research Curbstoning standards o Conducting research below professional o Occurs when the researcher s trained interviewers or observers rather than conducting interviews or observing respondents actions as directed will complete the interviews themselves or make up respondents behaviors data falsification Ex Sale of used vehicles by unlicensed dealers who pretend to be private parties in order to evade regulation Customers usually saddled with damaged dangerous or uninsurable vehicles Ethnography o Broadens businesses understanding of how consumers view and use products in their day to day lives embedded in cultural context o Can be time consuming and expensive Marketing Research and the 4Ps o Product Include new product development and introduction branding and positioning products Often involves a great deal of research identifying possible new product opportunities Distribution decisions choosing locations channels and distribution partners o Place o Price o Promotion Pricing new products establishing price levels in test marketing modifying prices for existing products Important influences on any company s sales Accurately gauging the return on advertising dollars spent is difficult Market researched must develop meaningful metrics and then collect the data based on those metrics Behavioral targeting o Online Retailers e tailers work with content sites to display ads based on data collected about user behaviors o For example Weather com may display ads for a specific pair of shoes that a customer has recently viewed while shopping online at Zappos com Shopper marketing o Is understanding how one s target consumers behave as shoppers in different channels and formats and leveraging this intelligence to the benefit of all stakeholders defined as brands consumers retailers and shoppers Test marketing o Tool used by companies when they are launching a new product or marketing campaign to provide the company insight on the probable market success of the new product or effectiveness of the marketing campaign Also tips hand to competitors b c other companies can see what they re testing Some try to skew research results by offering deals during same time as test market External and Internal marketing research customized o Internal Typically organizational units that reside Ex IBM Proctor Gamble Kraft and Kodak within a company all have internal marketing research departments Benefits Research method consistency Shared information across the company Lower research costs Ability to produce actionable research results o External Benefit Usually referred to as marketing research suppliers perform all aspects of the research including study design questionnaire production interviewing data analysis and report preparation Suppliers are more objective and less External suppliers provide specialized Companies can choose external subject to company politics and regulations talent suppliers on a study by study basis and thus gain greater flexibility in scheduling studies as well as match specific project requirements to the talents of specialized research firms Provide specialized highly tailored service Ex Namestormers assists companies in Ex Survey Sampling Inc concentrates solely brand name selection and recognition on sample development Syndicated business services Services Provide more general services Follow an established common approach provided by standardized research firms that include data made or developed from a common data pool or database o Customized o Standardized Recent trends management o Increased emphasis on secondary data collection o Movement toward technology based data o Expanded use of digital technology o Broader international client base o Movement beyond data analysis toward a data interpretation information environment Debriefing o Typically after experiment survey o Tells participant the deception in the experiment Knowledge o When someone either the researched or the decision maker interprets the data and attaches meaning Unethical activities o Pricing Ex After quoting a fixed overall price for a propsed research project the research may tell the decision maker that variable cost items such as travel expenses monetary response incentives or fees charged for computer time are extra over and above the quoted price o Selling of unnecessary or unwarranted research services It is perfectly acceptable to sell follow up research but selling nonessential services is unethical o Not keeping client confidentiality Occasionally a new client may ask for a study very similar to one recently conducted for another client but those results belong to another client o Providing dishonest answers faking behavior o Requesting proposal without intent to purchase o Etc Professional standards Abuse of respondents o Firms may not provide the promised incentive to o State that interviews are very short when in o Creating a fake sponsor for a study respondents for completing the interviews reality they are very long Focus groups o Involves bringing a small group of people together for an interactive and spontaneous discussion of a particular topic or concept o Typically consist of 8 12 participants who are guided by a professional moderator 2 hrs Positioning research o Process in which company seeks to understand how present or possible products are perceived by consumers on relevant product attributes Attitudinal research o Information
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