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9 Marketing Research

9 Marketing Research. Dr. Close. Role of 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?

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9 Marketing Research

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  1. 9Marketing Research Dr. Close

  2. Role of 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

  3. 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?

  4. Marketing Research • Ethics (politicians find “weak” spots) • Withhold info: ads, phone-in poll, what else? • Privacy: “war on debt faith gift” • “Fake” surveys: telemarketer • Any other examples? • Internet examples?

  5. Marketing Research Steps • Identify the problems (or opportunity) • Is the most difficult and important (Cingular wireless: product failures: cast about reasons: lack of image; $300 million BBDO) • Book: often outside specialists must understand situation. • Budget constraints an issue.

  6. Research Brings New Ideas

  7. Marketing Research Steps 2. Plan Research Design & Collect Data • Quick and cost effective (eliminates need) • Secondary data (Vans: law; skatepark) • 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 • Market research is what I do almost every day!

  8. How the Internet has Changed Secondary and Primary Data Collection Methods

  9. Marketing Research Steps Plan to gather data: surveys 2b. 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, 36% diss) • Problem (from low response): representative • Online surveys (zoomerang.com.surveymonkey.com)

  10. Marketing Research Marketing Research Process Plan to gather data: novel methods 2b. 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/ethnography • Online/focus groups/

  11. Marketing Research Plan to gather data: experiments 2b. Data • Experimenting • Two similar groups • Differ on one item of importance • Hold all else constant • Advantage: causation (Eckerd; 20 stores; POP; Atkins death) • Disadvantage: naturalism (is it so fake?) LeSportsac vs K-Mart • Look on the back of a prescription drug print ad….that is an experiment

  12. K-MartImpression of K-Mart?How would you research consumers

  13. Marketing Research Steps 5. 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

  14. SPSS vs. SAS

  15. Marketing Research Steps • Analyze the data (not just interesting) • Run cross-tabs • Hypothesis testing • Association Measures • Regression Analysis • Structural Equation Models

  16. Marketing Research 6. 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 • Follow up • How could your improve? • Was a decision made based on your study? • Build a relationship

  17. Summary • Read: Uses of Internet in marketing information • Know the steps and methods (surveys, experiments, observations, etc.) • Others: • Define research • Purpose of research • Qualitative v/s Quantitative • Any questions??

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