Академический Документы
Профессиональный Документы
Культура Документы
Prepared by Angela Zigras, Seneca College Deborah Baker, Texas Christian University
4. Discuss the growing importance of scannerscanner-based research. 5. Explain when marketing research should and should not be conducted.
Marketing Intelligence
Everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans.
Flexible
Discovery-Oriented
Accessible
Database Marketing
The creation of a large computerized file of customers and potential customers profiles and purchase patterns.
Marketing Research
The process of planning, collecting, and analyzing data relevant to a marketing decision.
(1)
Research is the systematic and objective approach to investigate a specific problem that needs a solution. Research is a process by which a series of well thought out and carefully executed activities enable one to enquire, investigate or examine a problem to discover new facts to deal with the problem.
Defining Research
(2)
Systematic : well organised and planned Objectivity : unbiased and unemotional The information is used to identify and define opportunities and problems, and make recommendations on solutions Market Research links consumer, customer and the public to the marketers through information. Generate, refine and evaluate marketing actions, performance and the marketing process.
P R O B L E M
Descriptive Diagnostic
Predictive
Predictive
Collect Data
Analyze Data
Marketing Research
Marketing Research Problem Marketing Research Objective Management Decision Problem
Determining what information is needed and how that information can be obtained efficiently and effectively. The specific information needed to solve a marketing research problem; the objective should provide insightful decision-making information. A broad-based problem that requires marketing research in order for managers to take proper actions.
Secondary Data
Data previously collected for any purpose other than the one at hand.
May not be on target with the research problem Quality and accuracy of data may pose a problem
Search Engines and Directories Sites of Interest to Marketing Researchers Discussion Groups
www
Research Design
Specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed.
Primary Data
Information collected for the first time. Can be used for solving the particular problem under investigation.
Survey Research
The most popular technique for gathering primary data in which a researcher interacts with people to obtain facts, opinions, and attitudes.
Mail Surveys
Internet Surveys
Focus Groups
Survey research method that involves interviewing people in the common areas of shopping malls.
Personalized questions and data Improved respondent participation Contact with the hard-to-reach
Internet Samples
Unrestricted Internet Sample Screened Internet Sample Recruited Internet Sample
A survey in which anyone with a computer and modem can fill out the questionnaire. An Internet sample with quotas based on desired sample characteristics. A sample in which respondents are prerecruited and must qualify to participate.
Data management and on-line analysis Publication and distribution of reports Viewing of presentations of marketing research surveys
Focus Group
Questionnaire Design
Open-Ended Question Closed-Ended Question ScaledResponse Question
An interview question that encourages an answer phrased in respondents own words. An interview question that asks the respondent to make a selection from a limited list of responses. A closed-ended question designed to measure the intensity of a respondents answer.
Questionnaire Design
Clear and Concise
Reasonable Terminology
Observation Research
A research method that relies on three types of observation:
people people
machines
Observation Research
People Watching People
Mystery Shoppers One-Way Mirrors
Audits
Mystery Shoppers
Researchers posing as customers who gather observational data about a store and collect data about customer/employee interactions.
Experiment
Sampling Procedure
Sample Universe
A subset from a large population. The population from which a sample will be drawn.
Probability Samples
A sample in which every element in the population has a known statistical likelihood of being selected. A sample arranged so that every element of the population has an equal change of being selected.
Nonprobability Samples
Any sample in little or no Nonprobability attempt is made to whichrepresentative get a Sample cross-section of the population
Convenience Sample
A form of nonprobability sample using respondents who are convenient or readily accessible to the researcher.
Sampling Procedure
Sample Universe
Probability Samples Non-Probability Samples
Types of Errors
Measurement Error Sampling Error Frame Error Random Error
Types of Errors
Measurement Error Sampling Error Frame Error Random Error
Error when there is a difference between the information desired and the information provided by research Error when a sample somehow does not represent the target population. Error when a sample drawn from a population differs from the target population. Error because the selected sample is an imperfect representation of the overall population.
Collecting Data
Field Service Firms Provide
Focus group facilities Mall intercept locations Test product storage Kitchen facilities Retail audits
Types of Samples
Probability Samples
Simple Random Sample Stratified Sample Cluster Sample Systematic Sample
NonNon-Probability Samples
Convenience Sample Judgment Sample Quota Sample Snowball Sample
CrossCross-Tabulation
A method of analyzing data that lets the analyst look at the responses to one question in relation to the responses to one or more other questions.
Following Up
Were the recommendations followed? Was sufficient decision-making decisioninformation included in the report? What could have been done to make the report more useful?
ScannerScanner-Based Research
A system for gathering information from a single group of respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and the things they buy.