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What is marketing?

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A short definition is "meeting needs profit- ably.

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American Marketing Association (Marketing)

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Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

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service-dominant logic for marketing.

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Under this philosophy, firms adopt a service-centered view of marketing that (a) identifies core competencies, (b) identifies potential customers who can benefit from these core competencies, (c) cultivates relationships with these customers by creating value that meets their specific needs, and (d) gauges feedback from the market, learn from the feedback, and improve the values offered to the public.

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Marketing research provides

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Marketing research is a part of marketing; it provides the necessary information to enable managers to market ideas, goods, and services properly.

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Marketing Concept

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The marketing concept is a business philosophy that holds that the key to achieving organizational goals consists of the company being more effective than competitors in creating, delivering, and communicating customer value to its chosen target markets.14 The marketing concept is often referred to by phrases such as being "market driven" or having a "customer orientation."

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Marketing strategy

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A marketing strategy consists of selecting a segment of the market as the company's target market and designing the proper "mix" of product/ service, price, promotion, and distribution system to meet the wants and needs of the consumers within the target market.

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"Right decisions"

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Many decisions must be made to develop the "right" strategy. To make the right decisions, managers must have objective, accurate, and timely information.

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Managers need information to

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To practice marketing, to implement the marketing concept, and to make the decisions necessary to create the right marketing strategy, managers need information.

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Marketing research

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Marketing research is the function that links the consumer, customer, and public to the marketer through information—information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve the understanding of marketing as a process.16

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Market research (MRA)

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The MRA defines market research as a process used to define the size, location, and/or makeup of the market for a product or service.17

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Marketing research vs Market research

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Some differentiate between marketing research and market research. Marketing research is the broader of the two terms, whereas market research refers to applying marketing research to a speciﬁc market. However, in practice, the two names are often used interchangeably.

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Function of marketing research

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The function of marketing research is to link the consumer to the marketer by providing information that can be used in making marketing decisions.

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Basic research

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conducted to expand our knowledge rather than to solve a specific problem.

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Applied research

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Research conducted to solve specific problems, which represents the vast majority of marketing research studies.

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Consumer Behavior

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Though marketing research takes on the difﬁcult task of trying to predict consumer behavior—a daunting task, indeed—it has passed the test of the marketplace, and many attest to its value.

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Marketing Information Structure (MIS)

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is a structure consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.

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MIS subsystems (4)

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1. internal reports, 2. marketing intelligence, 3. marketing decision support, 4. and marketing research.

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Internal reports system

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The internal reports system gathers information generated by internal reports, which includes orders, billing, receivables, inventory levels, stockouts, and so on. In many cases, the internal reports system is called the accounting information system.

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marketing intelligence system

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is defined as a set of procedures and sources used by managers to obtain everyday information about pertinent developments in the environment.

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marketing decision support system

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(DSS) is defined as collected data that may be accessed and analyzed using tools and techniques that assist managers in decision making.

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Marketing research system

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gathers information not gathered by the other MIS component subsystems: Marketing research studies are conducted for a specific situation facing the company.

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Ad hoc

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"with respect to a specific purpose." : Marketing research

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Marketing research projects

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projects, unlike the previous components, are not continuous—they have a beginning and an end.

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...

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Some differentiate between marketing research and market research. Marketing research is the broader of the two names and is used to refer to the process of gathering, analyzing, and reporting information for decision making. Market research refers to applying marketing research to a specific market.

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Uses of marketing research

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(1) identify and define marketing opportunities and problems; (2) generate, refine, and evaluate marketing actions; (3) monitor marketing performance; and (4) improve our understanding of marketing.

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Chapter 8

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...

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Measurement

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which is defined as determining a description or the amount of some property of an object that is of interest to the researcher.

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Properties

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are the specific features or characteristics of an object that can be used to distinguish it from another object.

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Objective properties

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which are physically verifiable characteristics such as age, income, number of bottles purchased, store last visited, and so on. They are observable and tangible.

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Subjective properties

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which cannot be directly observed because they are mental constructs such as a person's which cannot be directly observed because they are mental constructs such as a person's attitudes or intentions.

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...

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Objective properties are observable and tangible. Subjective properties are unobservable and intangible, and they must be translated onto a rating scale through the process of scale development.

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Scale development

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which is designing questions and response for- mats to measure the subjective properties of an object.

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Nominal measures

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are defined as those that use only labels; that is, they possess only the characteristic of description. Examples include designations as to race, religion, type of dwelling, gender, brand last purchased, and buyer/nonbuyer. Answers involve yes-no, agree-disagree, or any other instance in which the descriptors cannot be differentiated except qualitatively.

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Ordinal measures

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permit the researcher to rank order the respondents or their responses. For instance, if the respondent is asked to indicate his or her first, second, third, and fourth choices of brands, the results are ordinally scaled.

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Scale measures

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are those in which the distance between each level is known. Types: Ratio scales and Interval scales

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Ratio scales

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measures are ones in which a true zero origin exists— such as an actual number of purchases in a certain time period, dollars spent, miles traveled, number of children in the household, or years of college education. (True 0).

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Interval scale

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measures are rating scales for subjective properties where, for adjacent levels, the distance is normally defined as one scale unit. For example, a coffee brand rated 3 in taste is one unit away from one rated 4. Implicitly, equal intervals exist between the level descriptors.

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workhorse scales

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scale formats that are most common in marketing research practice. You will find these scale formats time and again on questionnaires; hence, we refer to them as _________ because they do the bulk of the measurement work in marketing research.

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Linkert scales

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in which respondents are asked to indicate their degree of agreement or disagreement on a symmetric agree- disagree scale for each of a series of statements. That is, the scale captures the intensity of their feelings toward the statement's claim or assertion

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Lifestyle Inventory

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measures a person's activities, interests, and opinions with a Likert scale.

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Semantic differential scale

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A specialized interval scale format that has sprung directly from the problem of translating a person's qualitative judgments into metric estimates. Like the Likert scale, this one has been borrowed from another area of research, namely, semantics. The semantic differential scale contains a series of bipolar adjectives for the various properties of the object under study, and respondents indicate their impressions of each property by indicating locations along its continuum. _____________ is a good way to measure a brand, company, or store image.

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Halo effect

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which is a general feeling about a store or brand that can bias a respondent's impressions on its specific properties (can be controlled with the semantic differential scale)

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Stapel scale

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is easily recognized as it has numbers that range from a minus end to a corresponding plus end, with or without a zero as the midpoint.

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Symmetric interval scale

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is "balanced," as it has equal amounts of positive and negative positions, and typically it has "no opinion" or "neutral" separating the negative and positive sides.

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Nonsymmetric interval scale

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which has mainly degrees of positive positions, would be more appropriate because most people do not think in degrees of negative importance.

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reliable measure

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a respondent responds in the same or very similar manner to an identical or near-identical question.

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Valid measure

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refers to the accuracy of the measurement: It is an assessment of the exactness of the measurement relative to what actually exists. "Truthful"

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Questionnaire

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is the vehicle used to present the questions the researcher desires respondents to answer. (Used for quality control)

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Questionnaire functions

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1) It translates the research objectives into specific questions asked of respondents. (2) It standardizes those questions and the response categories so that every participant responds to identical stimuli. (3) By its wording, question flow, and appearance, it fosters cooperation and keeps respondents motivated throughout the interview. (4) It serves as an enduring record of the research. (5) Depending on the data collection mode used, such as online, a questionnaire can speed up the process of data analysis. (6) Finally, it contains the information on which reliability and validity assessments may be made.

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Questionnaire design

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is a systematic process in which the researcher contemplates various question formats, considers a number of factors characterizing the survey at hand, ultimately words the various questions carefully, and organizes the questionnaire's layout.

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Question bias

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occurs when the question's wording or format inﬂuences the respondent's answer.

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Question development

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is the practice of selecting appropriate response formats and word- ing questions that are understandable, unambiguous, and unbiased.

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Question evaluation

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amounts to scrutinizing the wording of a question to ensure that question bias is minimized and that the question is worded so that respondents understand it. and can respond to it with relative ease.

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Question should be

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(1) focused, (2) simple, (3) brief, and (4) crystal clear.

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Question should not be

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(1) leading, (2) loaded, (3) double-barreled, or (4) overstated.

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Leading question

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gives a strong cue or expectation as what answer to provide.

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Loaded question

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has buried in its wording elements a sneaky presupposition, or it might make reference to universal beliefs or rules of behavior.

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Double-barreled question

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is really two different questions posed in one question.

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Overstated question

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places undue emphasis on some aspect of the topic.

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Questionnaire organization

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is the sequence of statements and questions that make up questionnaire. ______________ is a critical concern because the questionnaire's arrangement and the ease with which respondents complete the questions have potential to affect the quality of the information that is gathered.

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face validity

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It looks as if it measures what it is supposed to measure. If the question "looks right"

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Introduction

answer

sets the stage; it is what a potential respondent reads or hears before he or she begins answering survey questions. (crucial in questionnaire design).

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Undisguised survey

answer

the sponsoring company is identified

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Disguised survey

answer

the sponsor's name is not divulged to respondents.

question

...

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The decision about whether to use a disguised survey depends on the survey's objectives, possible undue inﬂuence with knowledge of the client, or desire not to alert competitors of the survey.

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Survey steps in Introduction

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First, it is common courtesy that the interviewer introduces him/herself at the beginning of a survey. Second, the general purpose of the survey should be described clearly and simply. Third, prospective respondents must be made aware of how and why they were selected. Fourth, prospective respondents must be asked for their participation in the survey. A fifth and final function of the introduction is to qualify prospective respondents if they are to be screened for their appropriateness to take part in the survey.

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Anonymity

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means the respondent is not known and, therefore, may not be identiﬁed, while conﬁdentiality means the respondent's identity is not to be divulged to a client or any other third party.

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Confidentiality

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means the respondent's name is known by the researcher but is not divulged to a third party, namely, the client.

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Anonymous surveys

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are most appropriate in data collection modes where the respondent responds directly on the questionnaire.

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Screening questions

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are used to ferret out respondents who do not meet qualifications necessary to take part in the research study.

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Question flow

answer

pertains to the sequencing of questions or blocks of questions, including any instructions, on the questionnaire.

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Warm-up questions

answer

Easy-to-anwser are used near the beginning of the survey to get the respondent's interest and demonstrate the ease of responding to the research request.

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Transition

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are statements or questions used to let the respondent know that changes in question topic or format are about to happen. A statement such as "Now, I would like to ask you a few questions about your family's TV viewing habits" is an example

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Skip question

answer

affects which question will be answered next. An example is the question "When you buy groceries, do you usually use coupons?" If the person responds in the negative, questions asking the details of coupon usage are not appropriate, and the questionnaire will instruct the respondent (or the interviewer, if one is being used) to skip over or to bypass those questions.

question

...

answer

The more complicated and difﬁcult-to-answer questions are placed deep in the questionnaire.

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Classification questions

answer

which almost always include demographic questions, are used to classify respondents into various groups for purposes of analysis. For instance, the re- searcher may want to classify respondents into categories based on age, gender, and income level. The placement of classification questions such as these at the end of the questionnaire is useful because some respondents will consider certain demographic questions "personal," and they may refuse to give answers to questions about the highest level of education they attained, their age, their income level, or marital status.

question

...

answer

Demographics questions, sometimes called classiﬁcation questions, are used to classify respondents into various groups for purposes of analysis.

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Computer-assisted questionnaire design

answer

refers to software that allows users to use computer technology to develop and disseminate questionnaires and to retrieve and analyze data gathered by the questionnaire. ___________is easy, fast, friendly, and ﬂexible.

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Skip logic

answer

lets the questionnaire designer direct the online survey to ask questions based on previous answers. For instance, with the question, "Did you order a Papa John's Pizza delivery for your family in the past month?" if the answer is "Yes," the respondent will be directed to several questions about Papa John's Pizza, but if the answer is "No," these questions will be skipped. That is, the "No" respondent will not see these questions.

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Display logic

answer

is similar to skip logic, and the survey displays or asks questions that are appropriate based on the respondent's prior answers. With display logic, there can be a list of companies with a question, such as "Check all the pizza delivery companies you have used in the past month." Then, the program asks, or displays, only those questions pertaining to the company or companies indicated.

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Coding

answer

using numbers associated with question response options to facilitate data analysis after the survey has been conducted.

question

basic rules for questionnaire coding

answer

Every closed-ended question should have a code number associated with every possible response. ■ Use single-digit code numbers, beginning with "1," incrementing them by 1 and using the logical direction of the response scale. ■ Use the same coding system for questions with identical response options regardless of where these questions are positioned in the questionnaire. ■ Remember that a "check all that apply" question is just a special case of a "yes" or "no" question, so use a 1 (= yes) and 0 (= no) coding system for each response option. ■ Whenever possible, set up the coding system before the questionnaire is finalized.

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"all that apply"

answer

asks respondents to select more than one item from a list of possible responses. the standard approach is to have each response category option coded with a 0 or a 1. The designation 0 will be used if the category is not checked, whereas a 1 is used if it is checked by a respondent. question are set up as though each possible response was answered with "yes" or "no."

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Pretest

answer

is a dry run of a questionnaire to ﬁnd and repair difﬁculties that respondents encounter while taking the survey. (5-10).

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Chapter 9

answer

...

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Population

answer

is defined as the entire group under study as specified by the objectives of the research project.

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Census

answer

an accounting of the complete population. In other words, if you wanted to know the average age of members of a population, you would have to ask each and every population unit his or her age and compute the average. Requires information from everyone in the population.

question

...

answer

Perhaps the best example of a census is the U.S. census taken every 10 years by the U.S. Census Bureau (www.census.gov). The target population in the case of the U.S. census is all households in the United States.

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Sample

answer

a subset of the population that suitably represents that entire group.

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Sample unit

answer

the basic level of investigation. That is, in the Terminix example, the unit is a household.

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Sample frame

answer

a master source of sample units in the population.

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Sample frame error

answer

the degree to which the sample frame fails to account for all of the population. From the figure, you can see that a sample frame may be incomplete, meaning it might omit some units, or it might be inaccurate, meaning it may have units that are not actually in the population.

question

...

answer

A listing of the population may be incomplete and/or inaccurate and thus contain sample frame error.

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Sampling error

answer

any error in a survey that occurs because a sample is used. caused by two factors: First, there is the method of sample selection, which, as you will learn later in this chapter, includes sample frame error.

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