Marketing Management: Chapter 9

problem, develop, research, information, analyze, present, marketing
marketing research process: 1. _________ definition 2. _________ the ___________ plan 3. collect ____________ 4. __________ and _________ findings 5. take _________ actions
problem definition
most important step of the marketing research process because it will guide every other step in the process
demand forecasting, segmentation
research problems related to markets
ad testing, product testing
research problems related to marketing mix
market tracking, customer satisfaction
research problems related to product and brand performance
customer satisfaction
very popular source or means of defining the product
marketing research
segmentation starts with ____________ ___________.
marketing research problem
determining what information is needed and how that information can be obtain efficiently and effectively; the research question you want to answer
marketing research objective
the specific information needed to solve a marketing research problem; should provide insightful decision-making information; consequence/answer to the problem
management decision problem
a broad-based problem that requires marketing research in order for managers to take proper action
exploratory, descriptive, causal
three types of objectives
to define the problem and suggest hypotheses; usually qualitative; need a summary
to describe the problems better; any form of aggregate data; usually quantitative
to test hypotheses about cause-and-effect; experimentation; rare for marketing research
not really a true experiment; try to isolate a few variables
secondary data
existing data, collected for other purposes
internal sources
previous studies, sales data
external sources
government sources, commercial, internet
observation, survey, experiment
research approaches to collecting primary data
exploratory research; watching consumers, multi-sources data
descriptive research; questionnaire, focus group, in-depth interviews
causal research; taste test, test market
a loose script; people will chat/discuss, infer a lot of information, open-ended questions
in-home interviews
sample not always representative, personal, intimate, expensive, timely, people are not always willing to let people into their homes
in-home interviews, mall intercept interviews, telephone interviews, mail surveys, executive interviews, focus groups
types of surveys
focus group
seven to ten people who participate in a group discussion led by a moderator; qualitative technique
open-ended question
an interview question that encourages an answer phrased in respondent’s own words; similar to an essay question
closed-ended question
an interview question that asks the respondent to make a selection from a limited list of responses; one answer
scaled-response question
a closed-ended question designed to measure the intensity of a respondent’s answer; your grade is a scale
questionnaire design
clear and concise, no ambiguous language, only one question, unbiased, reasonable terminology
probability sample
a sample in which every element in the population has a known statistical likelihood of being selected
random sample
a sample arranged so that every element of the population has an equal change of being selected
nonprobability sample
any sample in which little or no attempt is made to get a representative cross-section of the population
convenience sample
a form of nonprobability sample using respondents who are convenient or readily accessible to the researcher
simple, stratified
convenience, quota
quantitative data, statisticians, econometricians
presentations, memos, final report

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