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Formal Definition of Marketing Research

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systematic and objective identification, collection, analysis, dissemination and use of information for the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing

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Simple Definition of Marketing Research

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planning, collection and analysis of data relevant to marketing decision making and the communication of the results of this analysis to management $20 billion industry

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Problem Identification Research

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undertaken to identify problems which are not necessarily apparent on the surface and yet exist or are likely to arise in the future "our sales are failing but we don't know why"

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Problem Solving Research

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undertaken to help solve specific marketing problems "who are our customers" "in what stores should we sell our product"

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Marketing

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Product Promotion Place Price

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2 forms of marketing research

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problem identification research problem solving research

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Problem Identification Research

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Market Potential Research Market Share Research Image Research Market Characteristics Research Forecasting Research Business Trends Research

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Problem Solving Research

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Segmentation Research Product Research Pricing Research Promotion Research Distribution Research

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3 Roles of Marketing Research

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descriptive diagnostic predictive

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Uses of Marketing Research

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basic (no specific application) applied (for a specific company and for a purpose)

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Information must be

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objective and impartial current relevant translatable (easily understood, can be explained)

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Research Process

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problem definition developing an approach to the problem Research design formulation field work data preparation and analysis report generation and presentation

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Why do Marketing Research

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Malhotra says to identify or solve problems

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Information Value Chain

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research becomes more valuable as it progresses through the information value chain data information knowledge decision making implementing action

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Value of Researcher

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help the managers make sense of all of the data

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Why not do Research

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no $ Research won't be useful timing not right already have the info decision already made

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Who does Research

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Large Firms Corporate Marketing Research Departments Market Research Agencies/Providers

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Corporate Marketing Research Departments

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internal supplier

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Market Research Agencies/Providers

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external suppliers

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Full-Service Suppliers

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syndicated services customized services

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Limited-Service Suppliers

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field services focus groups and qualitative services technical and analytical services other services

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level 1 user

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primary user of the information, the person paying

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level 2 user

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additional users of the information ex. potential sponsors, ad agencies, networks

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level 3 user

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research firms figure out how to get the information

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level 4 user

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actual data collectors

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level 5 user

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respondents

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Research Supplier Criteria

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reputation of supplier complete projects on schedule known for maintaining ethical standards flexible projects of high quality experience of supplier similar experience technical and non technical expertise communicate well with client bids should be obtained and compared on basis of quality and price

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Careers in Research

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Marketing Research Firms Business and non-business firms and agencies with in-house marketing and Research departments advertising agencies

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senior analyst

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development of projects carries our execution of assigned projects coordinates the efforts of analyst, junior analyst and other personnel in the development of research design and data collection prepares final report

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analyst

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handles details in execution of project designs and pretests questionnaires conducts preliminary analysis of data

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statistician/data processing

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serves as expert on theory and application on statistical techniques oversees experimental design, data processing, and analysis

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junior analyst

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secondary data analysis edits and codes questionnaires conducts preliminary analysis of data

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fieldwork director

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handles selection, training, supervision and evaluation of interviewers and field workers

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ethics

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processing of evaluating and addressing whether a particular action is right or wrong, good or bad refers to moral principles or values generally governing the conduct of an individual or group

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teleology

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consequent-dependent egoism (self, consequences based) utilitarianism (greatest aggregate good) based on the outcome/what happens

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deontology

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consequent-independent Kant's categorical imperative (universal principles) regardless of outcome

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levels of moral development

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preconventional morality conventional morality postconventional morality

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preconventional morality

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selfish under 18 consequences

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conventional morality

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18-35 societal norms/peers

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postconventional morality

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all society set principles, long term

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Unethical acts of Research Agencies

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low ball pricing underpaying field services lack of objectivity distortion of information abuse of respondents selling unnecessary research unqualified researcher violating client confidentiality

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Unethical acts of Research Clients

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issuing bid requests when a supplier has been predetermined obtaining free advice and methodology via bid requests making false promises

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Unethical Acts of Field Service Firms

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over reporting hours worked falsifying data lack of data validation use of professional respondents

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Rights of the Respondent

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right to choose right to safety right to be informed right to privacy

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problem definition

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involves making a general statement about the marketing Research problem or opportunity and identifying its specific components

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tasks of problem definition

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discussions with decision makers interviews with industry experts secondary data analysis qualitative research

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Problem Audit

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history of problem alternative course of action available to decision maker criteria used to evaluate alternatives potential actions likely to be suggested information needed to answer decision makers questions how will information be used in decision making corporate culture and decision making

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7 C's of Interaction

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Interaction between decision maker and Researcher characterized by 1. communication 2. cooperation 3. confidence 4. candor 5. closeness 6. continuity 7. creativity

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environmental context

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past information and forecasts of the industry and firm resources and constraints of the firm objectives (firm and decision maker) buyer behavior legal and economic environment marketing and technological skills

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management decision problem

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problem confronting the decision maker what does the decision maker need to do? action oriented focuses on symptoms ex. should a new product be introduced? should the advertising campaign be changed? should the price of the brand be increased?

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marketing Research problem

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determining what information is needed and how it can be obtained information oriented focuses on the underlying causes ex. determine consumer preferences determine purchase potential determine effectiveness of current campaign determine price elasticity of demand

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defining marketing Research problem

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broad statement of the problem specific components of the problem

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approach to the problem

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objective/theoretical framework analytical model research questions/objectives hypotheses relevant characteristics

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analytical model

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set of variables and their interrelationships designed to represent, in whole or in part, some real system or process

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verbal model

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variables and their relationships are stated in prose form may be restatements of the main tenets of a theory

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research questions

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refined statements of the specific components of the problem ex. how many are willing to try

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hypothesis

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unproven statement or proposition about a factor or phenomenon that is of interest to the researcher testable usually a possible answer to Research question

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relevant characteristics

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characteristics that may affect the Research design (how we go about getting the info we need) ex. product attributes competitor information

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Research Design

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framework or blueprint for conducting the marketing Research project specifies details of procedures necessary for obtaining the information needed to structure and or solve marketing Research problems

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Components of Research Design

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define information needed design exploratory, descriptive and/or causal phases of the Research specify the measurement and scaling procedures construct and pretest a questionnaire or an appropriate form for data collection specify the sampling process and sample size develop a plan of data analysis

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exploratory research

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primary objective of Research design is provide insights into and comprehension of the problem situation confronting the Researcher personal interviews, focus groups, etc.

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conclusive research

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used to assist decision maker in determining, evaluating, and selecting the best course of action to take in a given situation more formal and structured types include descriptive and causal

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relationship of exploratory and conclusive

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exploratory often precedes conclusive exploratory can follow conclusive sometimes exploratory Research is not needed if problem well-defined ex. annual customer satisfaction tracking studies

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exploratory research

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goal characteristics types/methods -survey of experts -pilot surveys -analysis of secondary data -qualitative research (focus groups)

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descriptive Research

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goal characteristics types/methods -surveys -panels -observational data -analysis of secondary data cross sectional vs longitudinal designs

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descriptive studies

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sales studies -market potential, market share, sales analysis consumer perception and behavior studies -image, product usage, advertising, pricing market characteristic studies -distribution, competitive analysis

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causal Research

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major objective is to obtain evidence regarding cause-and-effect relationships experiments factors for causality -temporal sequence (cause before effect) -concomitant variation ("correlation") -nonspurious association (no other factor for the cause, no competing expectations)

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Potential Sources of Error in Research Designs

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random sampling error non sampling error response error non response error researcher error interviewer error respondent error

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researcher error

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surrogate information error measurement error (most serious) population definition error sampling frame error data analysis error

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interviewer error

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respondent selection error questioning error recording error cheating error

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respondent error

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inability error unwillingness error demand bias

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primary data

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originated by a Researcher for the specific purpose of addressing the problem at hand the collection of involves all six steps of the marketing research process -qualitative -quantitative

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secondary data

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have already been collected for purposes other than the problem at hand. Can be located quickly and inexpensively -Internal -External

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advantages of secondary data

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cost friendly, convenient, easily accessible aid in designing the method for primary Research provide necessary background signal potential problems answer Research questions

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rule of thumb

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"Examination of available secondary data is a prerequisite to the collection of primary data. Start with secondary data. Proceed to primary data only when the secondary data sources have been exhausted or yield marginal returns." Malhotra

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disadvantages of secondary data

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there may not be data available to address the research problem data may not be relevant data may be inaccurate data may not be sufficient

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uses of secondary data

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identify the problem better define the problem formulate an appropriate research design answer certain Research questions and test some hypotheses interpret primary data more insightfully

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evaluation criteria of data

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methodology accuracy currency objective nature dependability

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internal secondary data

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sales, cost data database marketing -MIS/DSS -data mining -customer relationship management systems

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guides

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excellent source of standard or recurring information helpful in identifying other important sources of directories, trade associations, and trade publications one of the first sources a Researcher should consult

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directories

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helpful for identifying individuals or organizations that collect specific data

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indices

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helpful in locating information on a particular topic in several different publications

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Qualitative research

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unstructured, exploratory research methodology based on small samples that provides insights and understanding of the problem setting

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application of focus groups

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exploratory -getting better understanding of the problem clinical -more psychological, trying to explore unconscious experiencing -products that already exist -arm and hammer example

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focus groups

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interview conducted in an unstructured and natural manner by a trained moderator among a small group of respondents consist of groups of 8-12 participants who are homogeneous and prescreened. Atmosphere is relaxed and informal and session lasts between 1-3 hours

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advantages of focus groups

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-interaction in group can stimulate new ideas and thoughts -opportunity to observe customers from behind a one-way mirror -can often be administered more quickly than many other research techniques -findings are easy to understand and have a compelling and immediate implications

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disadvantages of focus groups

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-setting may make participants uncomfortable -the results may be misleading -type of person may not be typical customer -style of the moderator may bias discussion -some participants may try to dominate discussion

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advantages of online focus groups

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-geographical constraints are removed and time constraints are lessened -unique opportunity to re-contact group participants at a later date -can recruit people not interested in traditional focus groups -moderators can carry on side conversations with individual respondents -no travel, video taping, or facilities to arrange, cost is much lower

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disadvantages of online focus groups

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-only people that have access to the internet can participate -verifying that a respondent is a member of a target group is difficult -there is a lack of general control over the respondent's environment -only audio and visual stimuli can be tested. products cannot be touched or smelled -difficult to capture body language and emotions

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depth interviews

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one on one interviews that probe and elicit detailed answers to questions, often using non directive techniques to uncover hidden motivations

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advantages of depth interviews

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-group pressure eliminated -discussion is flexible and can explore tangential issues -interviewer can be more sensitive to nonverbal information -respondent is focus of attention and feels important -respondent is highly aware and active

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disadvantages of depth interviews

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-more expensive than focus groups -usually can't do as many interviews (tiring) -moderator cannot rely on others to stimulate discussion -clients may be less involved

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projective techniques

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ways of tapping respondents' deepest feelings by having them project those feelings onto an unstructured situation easy to administer and are tabulated like any other open-ended question

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advantages of projective techniques

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-may elicit responses people are unwilling to give -may uncover underlying motivations, operating at a subconscious level

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disadvantages of projective techniques

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-interviewer must be highly trained -skilled interpreters required to analyze the responses -expensive

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association techniques

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word association

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completion techniques

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sentence completion story completion

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construction techniques

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picture response cartoon tests

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expressive techniques

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role playing third person techniques

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others

answer

photo sorts consumer drawings

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