What is Marketing Research?

Marketing research is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.

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Types of Marketing Research Firms

Syndicatedservice

Custom

Specialtyline

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The Marketing Research Process

Define the problem Develop research plan

Collect information
Analyze information Present findings
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Make decision

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Step 1: Define the Problem

Define the problem Specify decision alternatives State research objectives

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Step 2: Develop the Research Plan

Data Sources Research Instruments Contact Methods

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Research Approach Sampling Plan

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Research Approaches
Observation

Ethnographic
Focus Group Survey

Behavioral Data
Experimentation
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Focus Group in Session

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Research Instruments

Questionnaires Qualitative Measures Technological Devices

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Questionnaire Dos and Donts

Ensure questions are free of bias Make questions simple Make questions specific Avoid jargon Avoid sophisticated words Avoid ambiguous words Avoid negatives Avoid hypotheticals Avoid words that could be misheard Use response bands Use mutually exclusive categories Allow for other in fixed response questions

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Question TypesDichotomous
In arranging this trip, did you contact American Airlines?
Yes No

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Question TypesMultiple Choice

With whom are you traveling on this trip?

No one
Spouse Spouse and children Children only Business associates/friends/relatives An organized tour group
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Question TypesLikert Scale

Indicate your level of agreement with the following statement: Small airlines generally give better service than large ones. Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree
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Question TypesSemantic Differential

American Airlines Large ....Small Experienced..Inexperienced

Modern...Old-fashioned

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Question TypesImportance Scale

Airline food service is _____ to me. Extremely important Very important Somewhat important Not very important Not at all important

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Question TypesRating Scale

American Airlines food service is _____. Excellent Very good Good Fair Poor

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Question Types Intention to Buy Scale

How likely are you to purchase tickets on American Airlines if in-flight Internet access were available? Definitely buy

Probably buy
Not sure

Probably not buy

Definitely not buy
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Question TypesCompletely Unstructured

What is your opinion of American Airlines?

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Question TypesWord Association

What is the first word that comes to your mind when you hear the following? Airline ________________________ American _____________________

Travel ________________________

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Question Types Sentence Completion

When I choose an airline, the most important consideration in my decision is: _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ __________________.

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Question TypesStory Completion

I flew American a few days ago. I noticed that the exterior and interior of the plane had very bright colors. This aroused in me the following thoughts and feelings. Now complete the story. _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________
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Question TypesPicture (Empty Balloons)

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Question TypesThematic Apperception Test

Make up a story that reflects what you think is happening in this picture.
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Qualitative Measures
Word Association
Projective Techniques

Visualization
Brand Personification

Laddering

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Technological Devices
Galvanometers Tachistoscope Eye cameras Audiometers GPS
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Sampling Plan
Sampling unit: Who is to be surveyed? Sample size: How many people should be surveyed? Sampling procedure: How should the respondents be chosen?

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Table 4.2 Types of Samples

Probability Samples Simple random Stratified random Cluster Nonprobability Samples Convenience Judgment Quota

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Contact Methods
Mail Questionnaire Telephone Interview Personal Interview Online Interview
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Pros and Cons of Online Research

Advantages Inexpensive Fast Accuracy of data, even for sensitive questions Versatility Disadvantages Small samples Skewed samples Technological problems Inconsistencies

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Barriers Limiting the Use of Marketing Research

A narrow conception of the research Uneven caliber of researchers Poor framing of the problem Late and occasionally erroneous findings Personality and presentational differences
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