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Marketing Research

Primary vs. secondary data Advantages and disadvantages of each Marketing research tools. Marketing Research. An “investment” to reduce uncertainty Can help guide decisions on Whether to enter Product characteristics Promotional strategy Positioning.

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Marketing Research

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  1. Primary vs. secondary data Advantages and disadvantages of each Marketing research tools Marketing Research

  2. An “investment” to reduce uncertainty Can help guide decisions on Whether to enter Product characteristics Promotional strategy Positioning Must weigh costs and benefits of research Money Time spent No perfect method—tradeoffs between methods Marketing Research

  3. Two Research Methods • Secondary: use of existing research already done • Government • Consulting firms • Newspaper and magazine articles • Primary: creation of specific studies to answer specific questions

  4. U.S. Governent http://StatUSA.gov Government Department web sites Government periodicals in libraries E.g., Statistical Abstracts Books, periodicals, newspapers Trade organizations Consultants E.g., Information Resources International (IRI), Nielsen Be weary of web sites Company sites are glorified advertisements! Anyone can publish a web site. Some Sources of Secondary Data

  5. Primary Research Methods • Surveys • Experimentation • Observation • Focus groups • In-depth interviews • Projective techniques • Physiological Measures

  6. Planned questions Open-ended Closed-ended Need large sample sizes for precise conclusions Forms Mail Telephone Mall Intercept Computer/Internet Problem questions Leading Ambiguous Unanswerable Two questions in one Non-exhaustive question Non-mutually exclusive answers Surveys

  7. The Pentagon Declares War on Rush Limbaugh: Misleading Research • Survey found that only 4.8% of listeners to the Armed Forces Radio Network wanted to listen to “the biggest hawk there is.” • How could a survey be made to get these results? • Being on the watch for misleading surveys.

  8. Experimentation • Subjects in different groups treated differently • E.g., for some, “target” product is given better shelf space • E.g., some get coupon • Can help isolate causes • Subject is biased by questions—does not know how others are treated

  9. My Simulated Store… A shopper in the everyday low price condition…

  10. Observation • Looking at consumes in the field—e.g., • Searching for product category area • Number of products inspected and time spent on each • Involvement of others • Behavior under limiting circumstances (e.g., time constraints)

  11. Focus Groups • Groups of 8-12 consumers assembled • Start out talking generally about context of product • Gradually focus in on actual product

  12. In-depth interviews • Structured vs. unstructured interviews • Generalizing to other consumers • Biases

  13. Projective Techniques • Measurement of attitudes consumers are unwilling to express • Consumer discusses what other consumer might think, feel, or do

  14. Scanner Data • “Household Panel” members agree to present card at purchase to link demographics and media exposure • Possible to correlate conditions with purchases made: • Demographics • Exposure to advertising; number of exposures • Sales promotion, premium, special display, special conditions for competing brand • Past purchasing behavior

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