Ch 5 marketing research and information systems marketing research the systematic design collection interpretation reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities Research process of gathering information that is not currently available to decision makers Purpose is to inform an organization about customers needs and wants marketing opportunities for particular goods and services and changing attitudes and purchase patterns of customers 5 steps of the market research process 1 Locating and defining issues or problems 2 Designing the research project 3 Collecting data 4 Interpreting research designs 5 Reporting research findings locating and defining issues or problems The first sign of a problem is a departure from some normal function Ex company wanted 12 sales increase but only got 6 this is our problem Designing the research project Research design an overall plan for obtaining the information needed to address a research problem or issue Includes formulating a hypothesis and choosing what type of research to use Hypothesis an informed guess or assumption about a certain problem or set of circumstances Exploratory research research conducted to gather more information about a problem or to make a tentative hypothesis more specific Conclusive research research designed to verify insights through objective procedures and to help marketers in making decisions a Descriptive research conducted to clarify the characteristics of certain phenomena to solve a particular problem b Experimental research research that allows marketers to make casual inferences about relationships requires independent and dependent variable Look in day 4 of lecture powerpoint for more details between the two reliability a condition that exists when a research technique produces almost identical results in repeated trials validity a condition that exists when a research method measures what it is supposed to measure Exp a study to measure the effect of advertising on sales would be valid if advertising could be isolated from other factors that affect sales and would be reliable if the study produced the same results each time collecting data helps prove or disprove a hypothesis Primary data data observed and recorded or collected directly from responders Secondary data data compiled both inside and outside the organization for some purpose other than the current investigation this data is already available ways of collecting data a specific study total population Population all of the elements units or individuals of interest to researchers for Sample a limited number of units chosen to represent the characteristics of the Sampling the process of selecting representatives units from a total population Probability sampling a type of sampling in which all units of a population have 2 types of sampling probability and non probability equal chance of participating and the various events that can occur have equal chance of taking place a Random sampling all units of a population have an equal chance of appearing in the sample and events that can take place all have equal chance of occurring b Stratified sampling type of sampling in which the population is divided into groups with a common attribute and a random sample is chosen within each group non probability sampling a sampling technique in which there is no way to calculate the likelihood that a specific element of the population being studied will be chosen Quota sampling sampling method where researchers divide the population into groups and then choose participants from each group Types of surveys Mail survey respondents answer a questionnaire through the mail cheapest Telephone surveys respondents answers to a questionnaire are recorded by an interviewer on the phone Online surveys respondents answer questionnaire via email or website Crowd sourcing calls for taking tasks usually performed by the marketer or researcher and outsourcing them to a crowd or potential market through an open call asking the people what they want Personal interview survey respondents respond face to face to survey questions In home door to door interview interview that takes place in respondents home Focus group interview interview conducted informally without a structural questionnaire in small groups of 8 12 people to observe interaction when members are exposed to an idea or concept 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 towards a firms products and other elements of its marketing strategy Telephone depth interview interview that combines the traditional group s ability to probe with the confidentiality of a telephone survey Shopping mall intercept interviews involves interviewing a percentage of individuals passing by intercept points in a mall On site computer interview a variation of the mall intercept interview in which respondents complete a self administered questionnaire displayed on a computer survey questions 3 types open ended dichotomous or multiple choice statistical interpretation analyzes what is typical and what deviates from the average A formal written document is used when reporting research findings Marketing information system MIS a framework for managing and structuring information gathered regularly from sources inside and outside the organization Provides a continuous flow of information about prices advertising expenditures sales competition and distribution expenses database a collection of information arranged for easy access and retrieval Active customers those who are likely to continue buying from the firm Inactive customers those who likely to defect or have already been defected Single source data information provided by a single form on demographics purchases television viewing behavior and responses to promotions marketing support decision systems MDSS a customized computer software that aids marketing managers in decision making by helping them anticipate the effects of certain decisions steps of market research process 1 locating and defining issues or problems 2 designing the research project 3 collecting data 4 interpret research findings 5 report research findings CH 6 segmenting consumers and positioning products Generation Y 1980 1996 marketing mix includes product pricing promotion and distribution place Market a group of people who as
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