chapter 4 determining research - about me marketing/ch 4 determining...chapter 4 determining...
TRANSCRIPT
1
Chapter 4 Determining Research
Needs and Resources
If you want to know what consumers want, ask. That’s the foundation of
consumer research, and that’s where true wisdom lies. The trick is knowing what questions to ask. And knowing how to
listen to the answers.
2
Importance of Marketing Information
Data InformationData
Information
Data:Original, Numbers, Words, Descriptions
Information:Systematic, Precise, Reference Value for Management
3
. .. . .. .
. . .
. . . . . .
. . . . . .
. . . . . .
. . . . . .
data information knowledge wisdom
Importance of Marketing Information
4
Typical decisions and questions addressed by research
5
Cont.
6
Cont.
7
Cont.
8
Process of Traditional Marketing Research
Exploratory
Research
Descriptive
Research
Causal
Research
GoalMarketing Situation
Method
Totally new Describe basic background
More flexiblee.g., interview, focus group
Have some ideas
Large-scale profile Survey
Causal relationship between variables
Manipulate Experiments
affect affect
9
Research Characterized by Stages in the Process
Formative research
Analyze the marketing environment, select target markets, and develop preliminary strategies to address chosen markets
Pretest research
Evaluate a short list of alternative strategies and tactics; assure that chosen strategies and tactics have no major deficiencies
Monitoring and evaluation research
To improve efficiency and effectiveness
Monitoring: measuring program outcomes; evaluation: final assessment of a project
10
Research Characterized by Source
Primary Data
When data is not available, and must be obtained through some form of data collection.
Secondary Data
When data exists and is available through a variety of sources (i.e. internet, publications, government records, etc.)
11
Methods for Developing Primary Data
DataQualitative?
Quantitative?
Focus Groups
ObservationInterviews
Panels
Surveys
Experiments
12
Focus group research
Interview
14
To save time and money, social marketers are strongly encouraged to first explore sources of secondary research.
Peers and colleagues are the best resources.
Social marketers are known to rally around social issues and to treat each other as partners and team players.
15
Typically questions to ask:
What target audiences did you choose? Why? Do you have data and research findings that profile these audiences?
What would you do differently?
Are there elements of your campaign that we could consider using for our program? Are there any restrictions and limitations?
16
Differences between Qualitative and Quantitative Research
Qualitative:
Exploratory, seeking to identify and clarify issues
Small sample size
Findings are not appropriate for measurement or projections to larger populations
Quantitative
Reliably profile markets, predict cause and effect, and project findings.
Large sample size
Surveys are conducted in a controlled and organized environment
17
Survey techniques
•
items Postal telephoneFace-to-
face
costs L L-M H
speed S F M
Ability to deal with difficulties
L M H
Sample control L M-H M-H
Amount of data collected
L L-M H
Data accuracy L L-M M-H
18
Validity and reliability
validity:are we measuring what we really want?
e.g., marketing management exam question:
How many calorie should a child absorb a day?
The question above appears to have low validity becauseit cannot really evaluate students marketing managementKnowledge.
19
Measuring Validity
Which of the following questions can have better validity for measuring the「brand loyality」
1. I will buy this brand again next time.2. I will recommend this brand to my friend.3. I will tell the manufacture about other people’s views on using this brand.4. Next time, this brand is my first choice.5. I ‘d like to understand how this brand is run.
20
Measuring reliability
reliability:can we steadily and consistently measure our result?
e.g. Measure our weight in every 10 Seconds。。。First time:58 KgSecond time:53 KgThird time:56 Kg
The results differ too much, meaning that the reliability of the scale is apparently low.
21
Sampling
A good sample should represent a
population.
sample Population
represent
What is “representative”?e.g., eating a buffet
22
Sample representation
Decide sample and sampling method
Population
Sample & population are similar- meaning ‘representation’。
SampleM: 56% F: 44% M: 54% F: 46%
Youth: 26% middle aged: 35% old aged: 39%
Youth: 25% Middle aged: 35% old aged: 40%
Northern part: 40% Southern part: 40% Eastern part: 20%
Northern part: 38% Southern part: 43% Easter part: 19%