Marketing 300 Chapter 8

Marketing Research
The systemic design, collection, analysis, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities
Marketing Information System
A series of steps that include collection, analysis, and presentation of information for use in making marketing decisions
Customer Insight
Perceived meanings of data collected from the study of consumer behavior
Descriptive
Gathering and presenting factual statements
Diagnostic
Explaining Data
Predictive
Attempting to estimate the results of a planned marketing decision
Management Uses of Marketing Research
Improve the quality of decision making
Retain customers by better understanding their needs
Understand the changing marketplace
Market Research Process
Dinfine the Problem
Design the Research
Conduct the Research
Analyze the data
Address the Problem
Define the Problem
What do you want to learn?
Will the results matter?
Is it cost effective?
Types of Research Data
Research Question- Primary and Secondary Data
Primary Data
Information collected first-hand specific to your purpose
Surveys, interviews, experiments
Secondary Data
Information previously collected
Census data, internet sources
Exploratory Research
Used to identify new areas for study and is useful in narrowing broad research questions into smaller areas for future research
Descriptive Research
Used to describe marketing variables such as who, what, when, etc.
Explanatory research
Seeks to understand the relationship between independent and dependent variables. Experiments are often used in this type of research design.
Research Design Categories
Exploratory
Descriptive
Explanatory
Research Type
Qualitative
Quantitative
Ethnographic Research
The study of human Behavior in its Natural context
Open-ended questions
Unstructured, word association, sentence completion
Closed-ended questions
Dichotomous (e.g. true/false; yes/no)
Multiple Choice
Scaled response questions
Sample Plan
Proability
Non-probability
Sample (Probability)
Random
Stratified
Cluster
Systematic
Sample (Non-probability)
Convenience
Purposive
Snowball
Quota
Data needs to be:
Reliable
Valid
Representative
Reliable
Same results if measured at a different time
Vaild
Make sure we’re measuring what we think we are
Representative
Our sample is similar to the population we’re interested in (Students v. general population
Analyze the research by..
Statistical Analysis
Group Differences
Descriptive Statistics
Address the Problem by
Write reports of findings
Conclusive findings
Reccomendations
Write for the intended reader
Brand Development Index
(Percentage of brand to total US sales in market/ Percentage of total US population in market) X 100
High BDI
High CDI
The market usually represents good sales potential for both the product and the brand
High BDI
Low CDI
The category isn’t selling well but the brand is; may be a good market in which to advertise but should be monitored for sales decline
Low BDI
High CDI
The product category shows high potential but the brand isn’t doing well, the reason should be determined
Low BDI
Low CDI
Both the product category and the brand are doing poorly; not likely to be a good place to advertise