Marketing Research Final

Objectives of Literature Review
1. provide background/context
2. clarify research problem
3. suggest sampling approaches
4. provide info for better understanding
5. suggest hypothesis
6. identify scales
Sources of traditional internal secondary data
invoices, a/r reports, sales reports, online registrations, customer comments, order forms, expense forms, credits apps, warranties, past studies
Variable
an observable item that is used as a measure on a questionnaire
Construct
unobservable concept that is measured by a group of related variables
Advantages of Online surveys
less expensive
no cost on postage/copies/interviewers
No coding necessary – ready for analysis
Can reach hard to reach samples
functional capabilities
randomize questions – less response bias
eliminate missing data
graphic capabilities
Independent
values manipulated by researcher. explain outcome of interest
Dependent
measure of effect. variables or constructs that researchers seek to explain
Control
conditions that make the design a true experiment
Extraneous
uncontrolled, unmeasured variables that may affect dependent variable
Situations that only need Qualitative
further define construct
help define problem
refine creative
determine consumer language
name generation
Advantages of Online Focus Groups
1. web based ads tested in natural environment
2. quick
3. slow down dominant participants
4. reach low incidence populations
5. More geographically diverse samples
6. Higher response rate
7. More candid, relaxed responses
Benefits of Observation Data
1. accuracy of recording actual behavior
2. Reduces many types of data collection
3. Provides detailed behavioral data
Limitations of Observation Data
1. Difficult to generalize findings
2. Cannot explain behaviors
3. Problems in setting up and recording behaviors
Conditions without Research
1. info already available
2. insufficient time
3. inadequate resources
4. costs outweigh value
5. problem can be solved based on past experience or managerial judgment
Iceberg Principle
decision maker is only aware of 10% of the problem. 90% is neither visible or clearly understood
Descriptive
collecting qualitative data to answer specific research questions. numeric rather than textual
Casual
determines cause and effect relationships between two or more variables. Allows “if…then” statements. Quantitative methods.
Exploratory
Generating insight that will help define problem, deepen understanding of motivations, attitudes, behaviors. Qualitative used.
Importance of Pre-Testing Questionnaire
To obtain info from people representative of those taking survey. Fixes issues with instructions, sequence, etc. Also determines how much time, what to write in cover letter.
Marketing Research in Situation Analysis
– monitor mktg programs
– identify new mkt opportunities
– segmentation
– competitive analysis
Customized
work with individual clients
Syndicated
routinely collect info on several different issues and provide it to firms who subscribe to services
Standardized
projects conducted in standard, pre-specified manner and supplied to several different clients
Field Services
concentrate only on collecting data for research projects
Selective Services
specialize in just one or two aspects of marketing research, mainly coding, editing, analysis
Branded Products Service
specialized data collection and analysis procedures to address specific research problems that are branded products
Steps in Mktg Research Process
PHASE I: DETERMINE RESEARCH PROBLEM
1. Identify info needs
2. define research problem
3. specify objectives and confirm info value
PHASE II: SELECT RESEARCH DESIGN
4. determine design and data sources
5. develop sampling design and sample size
6. examine measurement issues and scales
7. design and pretest questionnaire
PHASE III: EXECUTE RESEARCH DESIGN
8. collect and prepare data
9. analyze data
10. interpret data to create knowledge
PHASE IV: COMMUNICATE RESULTS
11. prepare and present final report

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