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Used to identify anddefine market
opportunities and
problems
Generate, refine, andevaluate marketing
performance
Monitor marketing
performance
Improve understanding
of marketing as a
process
Redefining Marketing Research
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Definition of Marketing Research
Marketing research is the systematic and objective
identification
collection
analysis dissemination
and use of information
for the purpose of improving decision making related to the
identification and
solution of problems and opportunities in marketing.
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Market Research
Specifies the information necessary to address these
issues
Manages and implements the data collection process
Analyzes the results
Communicates the findings and their implications
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A Classification of Marketing Research
Marketing Research
ProblemIdentification Research
Problem SolvingResearch
Market Potential Research
Market Share ResearchMarket Characteristics ResearchSales Analysis ResearchForecasting Research
Business Trends Research
Segmentation ResearchProduct Research
Promotion Research
Distribution Research
Fig 1.1
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Problem Solving ResearchTable 1.1 cont.
PRICING RESEARCH
Pricing policies
Importance of price in brand selection
Product line pricing
Price elasticity of demand
Initiating and responding to price changes
$ALE
PROMOTIONAL RESEARCH
Optimal promotional budget
Sales promotion relationship
Optimal promotional mix
Copy decisions
Media decisions
Creative advertising testing
Evaluation of advertising effectiveness
Claim substantiation
0.00% APR
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Marketing Research Process
Step 1: Problem Definition
Step 2: Development of an Approach to the
Problem
Step 3: Research Design Formulation
Step 4: Fieldwork or Data Collection
Step 5: Data Preparation and AnalysisStep 6: Report Preparation and Presentation
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The Role of Marketing Research
Controllable
Marketing
Product
Pricing
Promotion
Distribution
Variables
MarketingResearch
MarketingDecision
Making
ProvidingInformation
AssessingInformation
Needs
Marketing Managers
Market Segmentation
Performance & Control
Target Market Selection
Marketing Programs
Uncontrollable
Environmental
Factors
EconomyTechnology
Laws &Regulations
Social & CulturalFactors
Political Factors
Customer Groups
Employees
ShareholdersSuppliers
Consumers
Fig 1.2
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Marketing Research Suppliers & Services
LIMITED SERVICE
Branded
Products
and Services
Data
Analysis
ServicesAnalytical
Services
Coding and
Data Entry
Services
Field
Services
FULL SERVICE
Syndicate
Services
Standardized
Services
Customized
Services
Internet
Services
RESEARCH
SUPPLIERSEXTERNAL
INTERNAL
Fig 1.3
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Marketing Research Suppliers & Services
Internal suppliers
External suppliers Full-service suppliers
Syndicated services
Standardized services
Customized services
Internet services
Limited-service suppliers Field services
Coding and data entry services
Analytical services
Data analysis services
Branded marketing research products
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Criteria for Selecting a Research Supplier
What is the reputation of the supplier?
Do they complete projects on schedule?
Are they known for maintaining ethical standards?
Are they flexible?
Are their research projects of high quality? What kind and how much experience does the supplier have? Has
the firm had experience with projects similar to this one?
Do the supplier's personnel have both technical and non-technicalexpertise?
Can they communicate well with the client?
Competitive bids should be obtained and compared on the basis ofquality as well as price.
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Management Information Systems vs.
Decision Support Systems
Unstructured Problems
Use of Models
User Friendly Interaction
AdaptabilityCan Improve Decision
Making by Using What if
Analysis
DSSMIS
Structured Problems
Use of Reports
Rigid Structure
Information Displaying
Restricted
Can Improve Decision Making
by Clarifying Data
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Chapter Two
Defining the Marketing Research
Problem and Developing an Approach
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Research Design: Definition
A research designis a framework or blueprint
for conducting the marketing research project.
It details the procedures necessary for
obtaining the information needed to structureor solve marketing research problems.
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Uses of Secondary Data
Identify the problem
Better define the problem
Develop an approach to the problem Formulate an appropriate research design (for
example, by identifying the key variables)
Answer certain research questions and testsome hypotheses
Interpret primary data more insightfully
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Criteria for Evaluating Secondary Data
Specifications: Methodology Used to Collect the
Data
Error: Accuracy of the Data
Currency: When the Data Were Collected
Objective(s): The Purpose for Which the Data Were
Collected
Nature: The Content of the Data Dependability: Overall, How Dependable Are the
Data
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A Classification of Secondary Data
Secondary Data
Ready to Use Requires FurtherProcessing
Published
Materials
Computerized
Databases
SyndicatedServices
Fig. 4.1
Internal External
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A Classification of Published Secondary Sources
StatisticalDataGuides DirectoriesIndexes Census
Data
Other Government
Publications
Fig. 4.2
Published Secondary Data
General Business Sources GovernmentSources
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A Classification of Computerized Databases
BibliographicDatabases
NumericDatabases
Full-Text DatabasesDirectoryDatabases
Special-Purpose
Databases
Fig. 4.3
Computerized Databases
Online Off-LineInternet
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Syndicated Services
Companies that collect and sell common pools ofdata of known commercial value designed to serve anumber of clients.
Syndicated sources can be classified based on theunit of measurement (households/consumers orinstitutions).
Household/consumer data may be obtained from
surveys, diary panels, or electronic scanner services. Institutional data may be obtained from retailers,
wholesalers, or industrial firms.
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A Classification of Syndicated Services
Unit of
Measurement
Fig. 4.4
Households/
ConsumersInstitutions
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A Classification of Syndicated Services
Unit of
Measurement
Fig. 4.4
Households/
ConsumersInstitutions
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Syndicated Services: ConsumersFig. 4.4 cont.
Psychographic
& Lifestyles General
Advertising
Evaluation
Households /
Consumers
Scanner Diary
Panels with Cable
TV
SurveysVolume Tracking
Data
Scanner Diary
Panels
Electronic scanner
servicesPurchase Media
Panels
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Syndicated Services: Institutions
Audits
Direct
Inquiries
Clipping Services Corporate Reports
Fig. 4.4 cont.
Institutions
Retailers Wholesalers Industrial firms
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Overview of Syndicated ServicesTable 4.3
Type Characteristics Advantages Disadvantages UsesSurveys Surveys conducted at
regular intervals
Most flexible way of
obtaining data;
information on
underlying motives
Interviewer errors;
respondent errors
Market
segmentation,
advertising theme
selection and
advertising
effectiveness
PurchasePanels
Households providespecific information
regularly over an
extended period of
time; respondent
asked to record
specific behaviors as
they occur
Recorded purchasebehavior can be
linked to the
demographic/
psychographic
characteristics
Lack ofrepresentativeness;
response bias;
maturation
Forecasting sales,market share and
trends; establishing
consumer profiles,
brand loyalty and
switching; evaluating
test markets,
advertising, and
distribution
Media Panels Electronic devices
automatically
recording behavior,
supplemented by a
diary
Same as purchase
panel
Same as purchase
panel
Establishing
advertising rates;
selecting media
program or air time;
establishing viewer
profiles
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Table 4.3 cont.Overview of Syndicated Services
Type Characteristics Advantages DisadvantagesScanner Volume
Tracking Data
Household purchases
are recorded through
electronic scanners in
supermarkets
Data reflect actual
purchases; timely data,
less expensive
Data may not be
representative; errors in
recording purchases;
difficult to link
purchases to elements
of marketing mix other
than price
Scanner Diary Panels
with Cable TV
Scanner panels of
households that
subscribe to cable TV
Data reflect actual
purchases; sample
control; ability to link
panel data to household
characteristics
Data may not be
representative; quality
of data limited
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Table 4.3 cont.Overview of Syndicated Services
Characteristics Advantages Disadvantages UsesVerification of product
movement by
examining physical
records or performing
inventory analysis
Relatively precise
information at the
retail and wholesale
levels
Coverage may be
incomplete; matching
of data on competitive
activity may be
difficult
Measurement of
consumer sales and
market share,
competitive activity,
analyzing distribution
patterns; tracking of
new products
Data banks on
industrial
establishments created
through direct inquiries
of companies, clipping
services, and corporate
reports
Important source of
information on
industrial firms,
particularly useful in
initial phases of the
projects
Data are lacking in
terms of content,
quantity, and quality
Determining market
potential by geographic
area, defining sales
territories, allocating
advertising budget
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International
OrganizationsGovernment
Sources
Nongovernment
SourcesGovernments
Trade
Associations
A Classification of International SourcesFig. 4.5
Domestic Organizations inthe United States
InternationalOrganizations in the
United States
Organizations in Foreign
Countries
International Secondary Data
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A Classification of Marketing Research Data
Survey
Data
Observational
and Other Data
Experimental
Data
Fig. 5.1
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
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A Classification of Qualitative Research Procedures
Association
Techniques
Completion
Techniques
Construction
Techniques
Expressive
Techniques
Fig. 5.2
Direct (Non disguised)Indirect(Disguised)
Focus Groups Depth Interviews
Projective
Techniques
Qualitative Research Procedures
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Characteristics of Focus Groups
Group Size 8-12
Group Composition Homogeneous, respondents,
prescreened
Physical Setting Relaxed, informal atmosphere
Time Duration 1-3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational, interpersonal, and
communication skills of the moderator
Table 5.2
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Procedure for Planning and Conducting Focus GroupsFig. 5.3
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative Research
Develop a Moderators Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
State the Objectives/Questions to be Answered by Focus Groups
Write a Screening Questionnaire
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Variations in Focus Groups
Two-way focus group. This allows one target group tolisten to and learn from a related group. For example, afocus group of physicians viewed a focus group of arthritispatients discussing the treatment they desired.
Dual-moderator group. A focus group conducted by twomoderators: One moderator is responsible for the smoothflow of the session, and the other ensures that specificissues are discussed.
Dueling-moderator group. There are two moderators, butthey deliberately take opposite positions on the issues tobe discussed.
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Variations in Focus Groups
Respondent-moderator group. The moderator asks selectedparticipants to play the role of moderator temporarily to improvegroup dynamics.
Client-participant groups. Client personnel are identified and madepart of the discussion group.
Mini groups. These groups consist of a moderator and only 4 or 5respondents.
Tele-session groups. Focus group sessions by phone using theconference call technique.
Online Focus groups. Focus groups conducted online over theInternet.
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Depth Interview Techniques:
Hidden Issue Questioning
In hidden issue questioning, the focus is not on socially
shared values but rather on personal sore spots; not on
general lifestyles but on deeply felt personal concerns.
fantasies, work lives, and social lives
historic, elite, masculine-camaraderie, competitive activities
Advertising theme: communicate aggressiveness, high status,
and competitive heritage of the airline.
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Depth Interview Techniques:
Symbolic Analysis
Symbolic analysisattempts to analyze the symbolic meaning of objects bycomparing them with their opposites. The logical opposites of a productthat are investigated are: non-usage of the product, attributes of animaginary non-product, and opposite types of products.
What would it be like if you could no longer use airplanes?
Without planes, I would have to rely on letters and long distance calls.
Airlines sell to the managers face-to-face communication.
Advertising theme: The airline will do the same thing for a manager asFederal Express does for a package.
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Word Association
In word association, respondents are presented with a list of words, one
at a time and asked to respond to each with the first word that comes to
mind. The words of interest, called test words, are interspersed
throughout the list which also contains some neutral, or filler words to
disguise the purpose of the study. Responses are analyzed by calculating:
(1) the frequency with which any word is given as a response;
(2) the amount of time that elapses before a response is given; and
(3) the number of respondents who do not respond at all to a test word
within a reasonable period of time.
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Disadvantages of Online Focus Groups
Only people that have access to the Internet canparticipate.
Verifying that a respondent is a member of a target group
is difficult.
There is lack of general control over the respondent's
environment.
Only audio and visual stimuli can be tested. Products can
not be touched (e.g., clothing) or smelled (e.g., perfumes).
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A Classification of Observation Methods
Observation Methods
Personal
Observation
Mechanical
ObservationTrace
Analysis
Content
AnalysisAudit
Fig. 6.3
Classifying
Observation
Methods
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Observation Methods
Trace Analysis
Data collection is based on physical traces, or evidence, of pastbehavior.
The selective erosion of tiles in a museum indexed by the replacementrate was used to determine the relative popularity of exhibits.
The number of different fingerprints on a page was used to gauge thereadership of various advertisements in a magazine.
The position of the radio dials in cars brought in for service was used toestimate share of listening audience of various radio stations.
The age and condition of cars in a parking lot were used to assess theaffluence of customers.
The magazines people donated to charity were used to determinepeople's favorite magazines.
Internet visitors leave traces which can be analyzed to examine browsingand usage behavior by using cookies.
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Objective:
Characteristics:
Methods:
A Comparison of Basic Research Designs
Discovery of ideasand insights
Flexible, versatile
Often the frontend of total
research design
Expert surveysPilot surveysSecondary dataQualitative
research
Describe marketcharacteristics orfunctions
Marked by the priorformulation ofspecific hypotheses
Preplanned andstructured design
Secondary dataSurveysPanelsObservation and
other data
Determine causeand effectrelationships
Manipulation ofone or moreindependentvariables
Control of other
mediatingvariables
Experiments
Exploratory Descriptive Causal
Table 3.2
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l d d d f
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Relative Advantages and Disadvantages of
Longitudinal and Cross-Sectional Designs
Evaluation
Criteria
Cross-Sectional Design Longitudinal Design
Detecting Change
Large amount of data collection
AccuracyRepresentative Sampling
Response bias
-
-
-+
+
+
+
+-
-
Note: A + indicates a relative advantage over the other design, whereas a -
indicates a relative disadvantage.
Table 3.4
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Cross-Sectional Data May Not Show Change
Brand Purchased Time Period
Period 1 Period 2
Survey Survey
Brand A 200 200
Brand B 300 300
Brand C 500 500
Total 1000 1000
Table 3.5
L i di l D M Sh
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Longitudinal Data May Show
Substantial Change
Brand Purchased
in Period 1
Brand Purchased in Period 2
Brand A Brand B Brand C Total
Brand A
Brand B
Brand C
Total
100
25
75
200
50
100
150
300
50
175
275
500
200
300
500
1000
Table 3.6
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M t D i i P bl V
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Management Decision Problem Vs.
Marketing Research Problem
Management Decision Problem Marketing Research Problem
Should a new product be To determine consumer preferences
introduced? and purchase intentions for the
proposed new product.
Should the advertising To determine the effectiveness
campaign be changed? of the current advertising
campaign.
Should the price of the To determine the price elasticity
brand be increased? of demand and the impact on sales
and profits of various levels
of price changes.
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Proper Definition of the Research Problem
Marketing Research Problem
Broad Statement
Specific Components
Fig. 2.3
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Components of an Approach
Objective/Theoretical Foundations
Analytical Model
Research Questions
Hypotheses
Specification of the Information Needed
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Models
An analytical modelis a set of variables andtheir interrelationships designed to represent,in whole or in part, some real system or
process.
In verbal models, the variables and theirrelationships are stated in prose form. Suchmodels may be mere restatements of themain tenets of a theory.
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Mathematical modelsexplicitly specify therelationships among variables, usually in
equation form.
Where
y = degree of preference
= model parameters to be estimated
statistically
Mathematical Models
n
iiixaay 10
aa i,0
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Research Questions and Hypotheses
Research questions(RQs) are refined
statements of the specific components of the
problem.
A hypothesis(H) is an unproven statement orproposition about a factor or phenomenon
that is of interest to the researcher. Often, a
hypothesis is a possible answer to theresearch question.
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International Marketing Research
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International Marketing ResearchExamining the impact of the Self-Reference Criterion (SRC)
1. Define the marketing research problem interms of domestic environmental and cultural factors.
2. Define the marketing research problem in terms of foreign
environmental and cultural factors. Make no judgments.
3. Isolate the self-reference criterion (SRC) influence on theproblem and examine it carefully to see how it complicatesthe problem.
4. Redefine the problem without the SRC influence andaddress it for the foreign market situation.