Week-3

Muchsin S. Shahab, MBA, Ph.D.Magister ManajemenUniversitas SriwijayaMARKETING RESEARCH What is Marketing Research?ProcessWhat constitutes good marketing research?MARKETING MANAGEMENT

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-*

Marketing ResearchWhat 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.

Types Syndicated Services Custom Specialty linePurposes?Role?

The Marketing Research ProcessDefine the problemDevelop research planCollect informationAnalyze informationPresent findingsMakedecision

Step 1: Define the ProblemDefine the problemHow has the new packaging affected the sales of the new product?How do price and quality rate on consumers evaluation of products?What network system is best suited for Medica Pharmaceuticals?To what extent.?Do /are?Does /is?Can?Specify decision alternativesState research objectives

Step 2: Develop the Research PlanData SourcesContactMethodsResearchInstrumentsSamplingPlanResearch Approach

Research ApproachesObservationFocus GroupSurveyBehavioral DataExperimentationEthnographic

Focus Group in Session

Research InstrumentsQuestionnairesQualitative MeasuresTechnological Devices

Questionnaire Dos and DontsEnsure questions are free of biasMake questions simpleMake questions specificAvoid jargonAvoid sophisticated wordsAvoid ambiguous wordsAvoid negativesAvoid hypotheticalsAvoid words that could be misheardUse response bandsUse mutually exclusive categoriesAllow for other in fixed response questions

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

Question TypesMultiple ChoiceWith whom are you traveling on this trip? No one Spouse Spouse and children Children only Business associates/friends/relatives An organized tour group

Question TypesLikert ScaleIndicate 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

Question TypesSemantic DifferentialAmerican AirlinesLarge ....SmallExperienced..InexperiencedModern...Old-fashioned

Question TypesImportance ScaleAirline food service is _____ to me. Extremely important Very important Somewhat important Not very important Not at all important

Question TypesRating ScaleAmerican Airlines food service is _____. Excellent Very good Good Fair Poor

Question TypesWord AssociationWhat is the first word that comes to your mind when you hear the following?Airline ________________________American _____________________Travel ________________________

Qualitative MeasuresWord AssociationProjective TechniquesVisualizationBrand PersonificationLaddering

Sampling PlanSampling unit: Who is to be surveyed?Sample size: How many people should be surveyed?Sampling procedure: How should the respondents be chosen?Types Probability (Simple, stratified, cluster)Non-Probability (convenience, Judgment, quota

Characteristics of Good Marketing Research Scientific method Research creativity Multiple methods Interdependence Value and cost of information Healthy skepticism Ethical marketing

*******Video icon links to Wild Planet snippet on product research methods.************