Chapter 9: The Role of Marketing Research

Marketing Research
is the process if systematically planning collecting and analyzing data relevant to s marketing decision
Systemics =
planned, objective, and accurate
Marketing Research Process Step 1
Identify and formulate the problem/ opportunity.
Marketing Research Process Step 2
Plan Design/ Primary Data
Marketing Research Process Step 3
Specify Sampling Procesdure
Marketing Research Process Step 4
Collect Data
Marketing Research Process Step 5
Analyze Data
Marketing Research Process Step 6
Prepare and Present the Report
Marketing Research Process Step 7
Follow Up
Descriptive
Gathering and presenting factual statements
Diagnostic
Explains data
Predictive
Addressing “what if question”
Primary Data
Information collected right now for the specific purpose at hand. Can be used for solving the particular problem under investigation.
Primary Data Characteristics
1. up to date sources and quality of data is known
2. time consuming and possibly expensive to collect (do a cost benefit analysis to decide if its worth it)
3. Source and quality of data is known
Secondary Data
data that already exists because it was collected for some other purpose or at some other time. Includes public data, syndicated data (data you can buy)
Secondary Data Characteristics
(+) Fast & Usually cheaper than primary data so, it is usually used 1st in research process

(-) May not fit very well with your needs or may be out of date

Can be external or internal (company records, past studies). Syndicated data or public data.

Probability Samples
A sample in which every element in the population has a known statistical likelihood of being selected.

Includes simple random sample – every member in the population has an equal chance of being selected.

Nonprobability Samples
do not rely on randomness, so the sample may be nonrepresentative of the population. Rely on judgment or some other selection criteria, rather than randomness.
Example of Probability Samples
Simple Random Sample
Stratifies Sample
Cluster Sample
Systematic Sample
Example of NonProbability Samples
Convenience Sample
Judgement Sample
Quota Sample
Snowball Sample
Universe
the population from which a sample will be drawn
Random Sample
a sample arranged in such a way that every element of the population has an equal chance of being selected as a part of the sample
Convenience Sample
a form of non probability sample using respondents who are convenient or readily accessible to the researcher– for example friends, co workers, family
Measurement Error
An error that occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process
Sampling Error
An error that occurs when a sample somehow does not represent the target population
Frame Error
An error that occurs when a sample drawn from the population differs from the target population
Random Error
An error that occurs when the selected sample is an imperfect representation of the overall population
Field Service Firm
a firm that specializes in interviewing respondents on a subcontracted basis
Cross-tabulation
a method of analyzing data that lets the analyst look at the response to one question in relation to one or more other questions
One type of sampling error is _____, which is created when the sample actually interviewed differs from the sample drawn.
nonresponse error
What is the last step of the marketing research process?
Follow up
A _____ error occurs because the selected sample is an imperfect representation of the overall population.
random
_____ is the process of planning, collecting, and analyzing data relevant to a marketing decision. The results of this analysis are then communicated to management.
Marketing research
When people are hired to record traffic patterns in a shopping mall, they are engaging in _____ research.
observation
In contrast to marketing research problems, management decision problems are:
action oriented.
The research design specifies:
the research questions to be answered
A _____ is a form of personal interviewing that uses a group of seven to ten people who have been recruited because of certain desired consumer characteristics.
focus group
A regional airport manager conducted research to get a better understanding for the types of concessionaires to include in the planned terminal remodeling. She conducted two sets of group interviews, one with ten leisure flyers and another with ten business flyers. In each group, participants discussed what types of food, retail, and other services they wanted in the new terminal. These discussions are examples of:
focus groups
When the Boston Symphony Orchestra wanted to determine how to make classical music appeal to younger concertgoers, it hired AMN to conduct a survey. AMN is most likely an example of a:
field service firm

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