chapter 8 marketing research. role of marketing research defined as: “the planning, collecting,...
TRANSCRIPT
Chapter 8Marketing Research
Role of Marketing Research Defined as:
“the planning, collecting, and analyzing information to improve marketing decisions.”
A decision Support System (DSS) Keep isolated marketing managers in touch with markets. What’s hot? What’s not? DSS: Interactive, flexible, discovery-oriented & accessible Create customer profiles via database marketing
Marketing Research Scientific Method:
Is the objective and orderly process for testing ideas about relationships between variable(s).
Hypothesis is an educated guess about relationship between variables (if a, then b).
Is this the best way to understand consumers?
Marketing ResearchEthics
Withhold info: ads, phone-in poll, what else?Privacy“Fake” surveys: telemarketerAny other examples?
Marketing Research Steps1. Identify the problems (or opportunity)
Is the most difficult and important Book: often outside specialists must understand
situation. Budget constraints an issue. Coke/New Coke Va/ NOVa
Market research can bring new ideas
Service Need Metaphor New Service Idea
Retail Banking Accessibility Vending machine ATM
TV news More availableRound the clock radio CNN
Pizza Restaurant Indoor catering Call service Pizza taxi
Book shops Easy shopping Library at home Amazon.com
Maps Easy to study while driving Electronic co-driver Navigator
Why won’t you buy my insect killer?
McCann-Erickson advertisingagency asked users of roachkillers to create drawings of their prey.
From the drawings, the agency determined that roach spray sold better than insecticide disks since the users wanted control, and spray allowed them to actively kill the roach.
Marketing Research Steps2. Plan Research Design &
Collect Data RD=a plan that specifies which RQ must be
answered, how, when the data will be collected, how will it be analized
Quick and cost effective (eliminates need) Secondary data
Information already collected and or published Study information already available
End: decide if information is still needed If so, conduct a new, original (primary) research
study
How the Internet has Changed Secondary and Primary Data Collection Methods
www.edmunds.com (15 years of data=1500 usd! Not bad!)
www.archives.org
Marketing Research StepsPlan to gather data: surveys2b. If primary data, have to collect data
yourself Questioning: survey (Scales)
Set of questions to collect information directly from subjects (open or closed ended)
Self administer or in person (at events, malls) Problem: low response rates :10% is good Problem (from low response): representative Online surveys (zoomerang.com.surveymonkey.com)
Marketing ResearchMarketing Research Process
Plan to gather data: novel methods2b. Depth interviews
Observing “you can observe a lot, just be looking”Advantage: natural inquiry (kids), and gather
information without influencing customers.• What about disadvantages??
“Mystery shoppers” (what are examples??)Scanner data: collect buying information (unlimited use)Netnography/ethnographyOnline/focus groups/
Marketing ResearchPlan to gather data: experiments2b. Data
Experimenting Two similar groups
o Differ on one item of importanceo Hold all else constant
Advantage: causationDisadvantage: naturalism (is it so fake?)Look on the back of a prescription drug print
ad….that is an experiment
Marketing Research Steps5. Analyse/Interpret data
Solve with statistics Issues:
Reliability: consistency (same result in repeated trials; scale for weight)
Validity: measure what you intend to (accurate standardized tests
Statistical software assists you
SPSS vs. SAS
Marketing Research Steps
5. Analyze the data (not just interesting data, all data)
Run cross-tabs Hypothesis testing Association Measures Regression Analysis Structural Equation Models
Marketing Research6. Prepare/Present Report or Manuscript
Solve objectives clearly Search for the “better question” (ask about
food quality in dining hall; everyone talks about price or location)
Tailor to audience (executive or expert scholars
7. Follow up- How could your improve?- Was a decision made based on your study?- Build a relationship