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Name
Where you were born
Most interesting and/or fun thing you did over break
What you like best about WSU/Pullman
Discussion Questions
What is marketing?
Role of
Marketing Research
in Managerial Decision-Making
Chapter 1
What is Marketing?
American Marketing Association Definition:
Marketing is an organizational function and a set of processes for
creating, communicating, and delivering value to customers and for
managing customer relationships in ways that benefit the organization
and its stakeholders.
In sum, marketing is about
meeting needs
delivering value to all people affected by a transaction
getting the right product to the right folks at the right time/place for the
right price using an appropriate combination of promotional techniques
(the four Ps)
Marketing System
Independent Variables
Marketing Mix
(controllable)
Pricing
Promotion
Product
Distribution
Situational Factors
(uncontrollable)
Demand
Competition
Legal/political
Economic climate
Technology
Gov regulation
Dependent Variables
Understanding relationship
between IVs and DVs
is a key function of MR
Behavior
Awareness
Knowledge
Liking
Preference
Intent to buy
Purchase
Performance
Measures
Sales
Market share
Profit
ROI
Image
From Feinberg et al. (2008)
How are we doing (compared to the competition)? Are consumers satisfied with our
product or service? If not, what should we improve?
Chapter 2
Overview
Types of Marketing Research Firms
When is Marketing Research Needed?
External
Full Service
Syndicated
AC Nielsen
Customized
Synovate
Limited Service
Internet
Greenfield
On-Line
Field
Services
Data Coding
and Entry
Data
Analysis
Field Work
Chicago
Davis
Coding
Group
SDR
Atlanta
Decision
Maker
Exhibit 2.3
Type of
information
Nature of
decision
YES
NO
Bring in
Marketing Researcher
YES
Availability
of data
NO
Time
constraints
NO
Resources
required
NO
YES
Cost/Benefit
Ratio
YES
NO
Do undertake the
Info research process
Decision-Makers
Enjoy surprises
Ten steps
Step 1:
Identify and Clarify Information Needs
The researcher must work with the decision-maker (requestor) to
Understand the reason for the research request
Help decision maker separate out symptoms (e.g., low sales) from
causes (e.g., poor quality products)
Figure out unit of analysis: Individuals ? Couples? Families?
Narrow down independent variables (causes) and dependent variables
(consequences)
Step 2:
Specify Research Questions
and Define Research Problem
Most important step, because it influences all remaining steps
Initial research question
Will Boise support new stadium and a move from Single-A to Triple-A?
Revised research questions
Your questions?
Step 3:
Confirm Research Objectives and
Evaluate the Value of the Information
Building on the research questions, develop specific objectives of the
research project and figure out the value of the information. For example,
our objective is to find out:
Will Boise residents (and surrounding area) support a new stadium?
How many games would they be willing to attend with new stadium?
Would they attend more games if the Hawks were Triple-A?
How much more are they willing to spend if new stadium and Triple-A?
Step 4:
Determine Research Design and Data Sources
Exploratory
Unstructured or semi-structured data collection on a limited group of
respondents
Focus groups, interviews, pilot studies
Can be used to develop future studies
Descriptive
Describes existing characteristics of a target population
Causal
Manipulate an independent variable (e.g., in-store music) and observe effect on
dependent variable (e.g., sales)
Step 5:
Determine Sample Plan and Size
Census (a survey of all those in the target population) vs. a Sample (a smaller
group of respondents who are representative of the target population)
Step 6:
Assess Measurement Issues and Scales
Step 7:
Pretest the Questionnaire
Step 8:
Collect and Prepare the Data
Step 9:
Analyze the Data (the Fun Part)
Unethical Activities
by Researcher
Unethical pricing: promise low price, then jack it up
Fail to provide (promised) incentives to research subjects
Abuse respondents; promise short survey that turns into an hour; pass along
information without permission; collect information without permission
Selling useless research services
Interviewers make up data (curbstoning or rocking chair interviewing)
Interviewers create phantom data (duplicate actual data to boost sample)
Change or fail to report results in an effort to reach a certain conclusion
by Respondent
Give misleading responses (can include socially desirable responding)