On a per capita basis, in what European country do the people

1. On a per capita basis, in what European country do the people • Consume the most chocolate • Switzerland • Eat the most cheese • Greece • Drink the most wine • France • Eat the most breakfast cereal • UK

2. On a per capita basis, in what European country do the people • Drink the most tea • Ireland • Smoke the most cigarettes • Austria • Spend the most on male fragrances • France • Spend the most on hair care products • Italy

3. Definition • Marketing Research is a formal communication link with the environment for providing accurate and useful information for planning, problem solving, and control which leads to better decision making. • Involves specifying, collecting, analyzing, and interpreting information

4. Consumer Bill of rights • The right to know (deception with respect to sponsor) • The right to choose (observation without knowledge) • The right to safety (anonymity) • The right to be heard (retract data)

5. Ethics and MR • Observe shoppers in aisle • Videotape them? • Falsify sponsor ID • Fake promise of anonymity • Lying about length of time it would take. • Promise of undelivered compensation • Selling under the guise of MR

6. Steps in the research process • Formulate the problem • Determine the research design • Determine data collection method • Design data collection forms • Design sample and collect data • Analyze and interpret data • Prepare the research report

7. Problem definition • Decision problem • Research problem

8. What is the research problem? • Whether to change the sales force compensation package ? • What pricing strategies to follow for a new product? • Whether to increase the ad budget for print advertising?

9. Research design • Exploratory research • Descriptive research • Causal research

10. Exploratory • Literature search • Experience survey • Focus groups • Case analysis

11. Focus groups • 8-10 people • Homogeneous groups • Comfortable setting • Videotape • Moderator

12. Advantages of focus groups • Quick, cheap, flexible • Allows deeper probing, non-verbal response • Interaction with each other helps respond better - synergy, snowball, security • Good with children and illiterate people • Easy to understand

13. Disadvantages • Small numbers - bias • Dominant member • moderator bias • Credibility is “high” • Interaction bias

14. When to use focus groups • Develop understanding of issues • Brand positioning • develop ad message • Develop hypotheses Do not use: - sales forecasts - New product testing

15. Descriptive Research • Cross sectional • Surveys • Observation • Longitudinal - over time • Brand switching matrix

16. Longitudinal DataNumber of families purchasing each brand

17. Brand Switching Matrix

18. Switching Probabilities

19. Causal research • Conditions for causal inference • Time order of events: A must precede B • Correlation • Rule out other explanations • Laboratory experiments • Field experiments

20. Which Research Design ? • Impact of competitive entry in the chewing gum market • Create a brand identity for a new women’s fragrance • Segmenting the Italian alcoholic beverage market

21. Data collection method • Mail • Telephone • Personal interviews • E-mail • Internet

22. Sampling • Non-probability samples • Convenience • quota • judgment • Probability • simple random samples • stratified samples • systematic samples • cluster or area samples

23. Analysis • Summarizing data - means, median, percentages • Hypothesis • Testing of hypotheses • Correlation and regression analysis

24. Questionnaire Design

25. Focus • 1. Which brand do you like the best? • Which of these brands are you most likely to buy?

26. Brevity 2. Can you tell me how many children you have, whether they are girls or boys, and how old they are? • What is the age and sex of each of your children?

27. Vocabulary 3. Are you cognizant of all the concepts to be elucidated? • Do you know about all the ideas that will be explained?

28. Over demanding recall 7. How many times did you go out on a date with your spouse before you were married? • How many months were you dating your spouse before you were married?

29. Double barreled 9. Do you regularly take vitamins to avoid getting sick? • Do you regularly take vitamins? Why or why not?

30. Leading questions 10. Don’t you see some danger in the new policy? • Do you see any danger in the new policy?

31. Loaded questions 11. Do you advocate a lower speed limit to save human lives? • Does traffic safety require a lower speed limit?

32. Likert Scale: Attitudes Instructions Listed below are different opinions about Sears. Please indicate how strongly you agree or disagree with each by using the following scale: 1 = Strongly disagree 2 = Disagree 3 = Neither agree nor disagree 4 = Agree 5 = Strongly agree Neither Strongly Agree nor Strongly Disagree Disagree Disagree Agree Agree _______________________________________________________________________ 1. Sears sells high quality 1 2 3 4 5 merchandise. 2. Sears has poor in-store 1 2 3 4 5 service

33. A Semantic Differential Scale for Measuring Self Concepts, Person Concepts, and Product Concepts 1. Rugged _ _ _ _ _ _ _ _ _ _ _ _ Delicate 2. Excitable _ _ _ _ _ _ _ _ _ _ _ _ Calm 3. Uncomfortable _ _ _ _ _ _ _ _ _ _ _ _ Comfortable 4. Dominating _ _ _ _ _ _ _ _ _ _ _ _ Submissive 5. Thrifty _ _ _ _ _ _ _ _ _ _ _ _ Indulgent 6. Pleasant _ _ _ _ _ _ _ _ _ _ _ _ Unpleasant 7. Organized _ _ _ _ _ _ _ _ _ _ _ _ Unorganized 8. Rational _ _ _ _ _ _ _ _ _ _ _ _ Emotional