Академический Документы
Профессиональный Документы
Культура Документы
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¾ Research conducted without a specific decision in mind that usually does
not address the needs of a specific organization.
Attempts to expand the limits of marketing knowledge in general
Is not aimed at solving a pragmatic problem.
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a. Will the payoff or rate of return be worth the investment?
b. Will the information improve the quality of the marketing decision
enough to warrant the expenditure?
c. Is the expenditure the best use of the available funds?
What are the six steps in the marketing research process? (Topic 3)
• Process Stages:
1.Defining the research objectives
2.Planning a research design
3.Planning a sample
4.Collecting the data
5.Analyzing the data
6.Formulating the conclusions and preparing the report
• Forward linkage: earlier stages influence later stages.
• Backward linkage: later steps influence earlier stages of the research process.
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2. Market research process and the human side of marketing research: for
example, what is data, information, and intelligence? How do we judge the
usefulness of data? How does research assist marketing operations?
Topic 2
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Definition
• Data
¾ Facts or recorded measures of certain phenomena (things).
• Information
¾ Data formatted (structured) to support decision making or define the
relationship between two facts.
• Market intelligence
¾ The subset of data and information that actually has some explanatory
power enabling effective decisions to be made.
Usefulness of Data
• Relevance
¾ The characteristics of data reflecting how pertinent these particular facts
are to the situation at hand.
• Data Quality
¾ The degree to which data represent the true situation.
• Timeliness
¾ Means that the data are current enough to still be relevant.
• Information Completeness
¾ Having the right amount of information.
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¾ CRM provides a complete, dependable, and integrated view of its
customer base.
• Management, salespeople, customer service can access customer
preferences and purchase information to match customer needs
with product offerings and service requirement reminders.
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• Concept Testing
¾ A frequently performed type of exploratory research representing many
similar research procedures all having the same purpose: to screen new,
revised, or repositioned ideas.
Allows an initial evaluation prior to the commitment of any
additional research and development, manufacturing, or other
company resources.
Works best when it not only identifies ideas with potential and
points out critical flaws, but it can also lead to important
refinements.
• Experience Surveys
¾ Asking knowledgeable individuals about a particular research problem
¾ Most subjects are quite willing to participate.
• Secondary Data Analysis
¾ Using data collected for a purpose other than the project at hand.
Economical
Quick source for background information
• Case Studies
¾ The documented history of a particular person, group, organization, or
event.
¾ Used in an investigation of one or a few situations similar to the problem.
• Pilot Study
¾ Is a collective term for any small-scale exploratory research project that
uses sampling but does not apply rigorous standards.
¾ Generates primary data for qualitative analysis.
• Focus Group Interview
¾ An unstructured, free-flowing interview with a small group of around six
to ten people led by a moderator who encourages dialogue among
respondents.
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¾ Data gathered and recorded by someone else prior to and for a purpose
other than the current project.
Purposes of secondary data research include:
• Fact Finding
¾ Identification of Consumer Behavior for a Product Category
¾ Trend Analysis
• Market tracking—the observation and analysis of trends in
industry volume and brand share over time.
¾ Environmental Scanning
• Information gathering and fact-finding that is designed to detect
indications of environmental changes in their initial stages of
development.
• Model Building
¾ Estimating market potential or sales forecasting.
• Database Marketing
¾ Enhancing customer databases or developing prospect lists.
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Experiment Defined
Experimental Research
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• Allows a researcher to control the research situation so that causal
relationships among variables may be evaluated.
i. Independent variables are expected to determine the outcomes of
interest.
ii. Dependent variables are the outcomes of interest to the researcher
and the decision makers.
Systematic Error
Demand Characteristic
• Demand Characteristic
¾ An experimental design element or procedure that unintentionally provides
subjects with hints about the research hypothesis.
• Demand Effect
¾ Occurs when demand characteristics actually affect the dependent variable.
• Experimenter Bias
¾ The influence of the presence, actions, or comments of an experimenter on
subjects’ behavior.
Ethical Issues
• Debriefing experimental subjects
¾ Communicating the purpose of the experiment
¾ Explaining the researcher’s hypotheses about the nature of consumer
behavior
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• Attempts to interfere with a competitor’s test-marketing efforts
¾ Such acts as changing prices or increasing advertising to influence
(confound) competitors’ test-marketing results are ethically questionable.
• Internal Validity
¾ The extent that an experimental variable is truly responsible for any
variance in the dependent variable.
Did the experiment answer the question of causal effect?
Did the manipulation do what it was supposed (predicted) to do?
• External Validity
¾ The accuracy with which experimental results can be generalized beyond
the experimental subjects.
Test Marketing
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questionnaire and for adapting it to global markets. Advantages and
disadvantages of surveys?
Observation (Topic 8)
• Observation
¾ The systematic process of recording the behavioral patterns of people,
objects, and occurrences as they are witnessed.
• Observation is a tool for scientific inquiry when it:
Serves a formulated research purpose.
Is planned and recorded systematically.
Is related to general propositions rather than simply reflecting a set
of interesting curiosities.
Is subjected to checks or controls on validity and reliability.
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Survey (Topic 9)
• Respondents
¾ People who verbally answer an interviewer’s questions or provide answers
to written questions.
• Survey
¾ A method of collecting primary data in which information is gathered by
communicating with a representative sample of people.
• Sample Survey
¾ A survey that emphasizes contacting respondents who are a representative
sample of the target population.
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• Surveys ask a respondent for information using verbal or written questioning.
¾ There is no best form of survey; each form has advantages and
disadvantages.
• Communicating with Respondents
¾ Personal interviews
Door-to-door
Shopping mall intercepts
Telephone interviews
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Quick turn-around
Better collaboration with employees
Less expensive process
Secrecy
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