agenda for 10.18.11 – define key terms problem definition primary data secondary data survey...
TRANSCRIPT
Agenda for 10.18.11 – Define Key Terms• Problem definition• Primary data• Secondary data• Survey method• Observation method• Point-of-sale research• Experimental method• Data analysis• Sample
— Read & Take Notes• Ch. 29.1, pages 610-617• Answer ?’s 1-3 on pg. 617
(Note: You can work together!)
• I will notes, key terms and questions!
• These are due today!
– The Persuaders• Times They Are A
Changin’…
The Marketing Research Process
Chapter 29, Section 1
Steps in the MR Process1. Defining the problem2. Obtaining data
– Primary – Secondary
3. Analyzing the data4. Recommending solutions 5. Applying the results
Step 1: Defining the Problem• Business clearly identifies a problem or research issue
and the information that is necessary to solve it
• Ex: If sales are declining, you must obtain info on who is buying product, competitors, and why customers stopped buying products
Step 2: Obtaining Data• Data collected and examined in terms of
problem(s) being studied
• Two types of data: – Primary – Secondary
Primary and Secondary Data• Primary Data: collected 1st time by researcher;
specifically for research project; new data gathered to help solve the problem at hand.
• Secondary Data: Published accessible data from a variety of sources for research and other purposes
– Data collected for another purpose, but may be reanalyzed in a subsequent study
How do you Obtain•Individual company research•Commercial research•Nielson, Arbitron, MR firm etc.
How do you Obtain•Internal Sources (within company)•External Sources (gov’t, business journals, library, trade publications)
Advantages•Specific to your study•First hand information•May get money if successful and someone else buys research
Advantages•Obtained quickly•Purchased from info companies•Less expensive
Disadvantages•Takes long to obtain•Expensive•More work involved
Disadvantages•Existing data may not be suitable or available•Data may be dated (census every 10 years)
Primary Secondary
Primary Data is collected by 3 methods
1. Survey method
2. Observation method
3. Experimental method
Survey Method• Information gathered directly through surveys and questionnaires• Most frequently used• Sample: a part of the target populations that is
assumed to represent the entire population– Size depends on money and time– Larger the sample more accurate the results
Data collection instruments• Personal interview: face-to-face• Focus group: 8-12 people who evaluate
product/service/ads with moderator• Telephone interview • Mail survey• Internet Surveys• Automatic Dialers
Type of Collection
Description Advantages Disadvantages
Personal Interview
Face-to-face questioning
People prefer to talk to you not write
Expensive
Focus Group
8-12 people withmoderator
People prefer to talk
Expensive; only as good as leader
TelephoneInterview
Calling to give survey on phone
Quick, efficient, inexpensive
Many unwilling to respond on phone
Mail Survey Sending survey by mail
Inexpensive, reach large audience
10-20% return rate
Internet or Computer
Survey
Web polls, invitation only, discussion groups
Quick, eliminate data entry
Limited to individuals who have web access
Observation Method• Actions of people are
observed and recorded
• Get information about customer behavior and preferences
• Used to view the interaction between customers and employees
• If observation is properly performed, results are
often better then survey technique
• What people actually do is usually better than what they SAY they will do!
• Cannot measure attitude; only provides info on what person does, not WHY they do it
Observations Styles…1. Contrived situation: set up by researcher in
controlled situation2. Natural situation: customers and employees viewed
in natural situation– hidden cameras, traffic count, wear of floor
3. Point of Sale Research: combines natural with personal interview. Observe shoppers for specific patterns and then approach to ask questions when finished
Experimental Method• Researchers observe under
controlled conditions• Change one or more variables and
keep others constant• Used for new package design,
new promotions, media usage• Used least often & costly• People respond different in
controlled situations• Research less valuable
Step 3: Analyzing the Data
• Data Analysis: compiling, analyzing, and interpreting of the results of primary and secondary data collection
Step 4: Recommending Solutions to the Problem
• Successful research results in information that helps managers make decisions about problems
• Conclusions drawn from research are usually present at report
Step 5: Applying the Results
• If data gathered does not help answer questions, results are inconclusive and more research is needed
• If data gathered does help, recommendations are acted on and monitored
Follow up Questions1. What are the five steps of the marketing research
process?
2. What is the difference between primary and secondary research?
3. Why is Step #1 of the marketing research process so important? (Define the problem?)