Marketing Research Chapter 1-3 Brown/Suter

Marketing Research
A systematic objective process of generating information for aid in making decisions.
Three firms that conduct Marketing Research
Producers of products/services, Advertising Agencies, Marketing Research Companies
Research Process Steps
1. Define the problem
2. Determine design (exploratory, descriptive, or causal
3. Manage and implement data collection.
4. Analyze results
5. Communicate findings
Exploratory Research
Research method used when little is known about the thing being investigated. Qualitative
Descriptive Research
Research method used to describe a population, often emphasizing the frequency with which something occurs. Quantitative
Causal Research
Research method used for experiments to identify cause-and effect relationships between variables. Quantitative research
Secondary data
Data that has already been collected for some purpose other than the question at hand
Primary data
data collected specifically for the study
Marketing Research Ethics
Principles, values, and standards of conduct followed by marketing researchers.
Advocacy Research
Research that is conducted to support a position rather than to find the truth about an issue
Sugging
Contacting people under the guise of marketing research when the real goal is to sell products or services
Steps in Problem Formulation
1. Meet with client
2. Clarify problem/opportunity
3. State manager’s decision problem
4. Develop possible research problems
5. Select Research problems
6. Prepare/submit research request agreement
Normal Thinking
A routine way of looking at a business situation. Researchers should offer a new perspective on the situation if possible
Decision Problem
The basic problem facing the manager, for which marketing research is intended to provide answers
discovery oriented decision problem
a decision problem that typically seeks to answer what or why questions about a problem/opportunity
Strategy oriented decision problem
a decision problem that seeks to answer how questions about a problem/opportunity.
Research Problem
a restatement of the decision problem in research terms
Research Request Agreement
Document prepared by the researcher after meeting with the decision maker that summarizes the problem and the information that is needed to address it
research proposal
a written statement that describes the marketing problem, the purpose of the study, and a detailed outline of the research methodology
Request for Proposal
A document that describes the problem for which research is sought and that asks providers to offer proposals, including cost estimates, about how they would perform the job.
Hypothesis
Statement that describes how two or more variables are related… usually comes after exploratory research
Literature Search
All marketing research projects should start here: a search of popular press, trade literature, academic literature, or published stats from research firms or governmental agencies for data or insight into the problem at hand
Depth Interviews
Interviews with people knowledgeable about the general subject being investigated
Focus Group
a small number of individuals are brought together to talk about some topic of interest
Moderator
Individual who meets with focus group participants and guides the session
case analysis
intensive study of selected examples of the phenomenon of interest, exploratory research
Benchmarking
using organizations that excel at some function as sources of ideas for improvement… form of case analysis
Ethnography
prolonged observation of consumers during the course of their ordinary daily lives using direct observations, interviews, and video and audio recordings… form of case analysis
Dummy Table
a table used to show how the results of an analysis will be presented
Cross-sectional Study
drawing a sample of elements from the population of interest that are measured at a single point in time…. descriptive
Longitudinal Study
involves a fixed sample of elements that is measured repeatedly through time…. descriptive
Continuous Panel
a fixed sample of respondents who are measured repeatedly over time with respect to the same variables
Discontinuous Panel
a fixed sample of respondents who are measured repeatedly over time, but on variables that change from measurement to measurement
Sample Survey
Cross-sectional survey in which the sample is selected to be representative of the target population and in which the emphasis is on the generation of summary statistics such as averages and percentages
Experiment
Scientific investigation in which an investigator manipulates and controls one or more independent variables and observes the degree to which the dependent variables change
Laboratory Experiment
Research investigation in which investigators create a situation with exact conditions in order to control some variables and manipulate others
Field Experiment
Research study in a realistic situation in which one or more independent variables are manipulated by the experimenter under as carefully controlled conditions as the situation will permit
Market Testing
A controlled experiment done in a limited but carefully selected sector of the marketplace
2 key issues with Market testing
Cost and Control
Standard test market
Test market in which the company sells the product through its normal distribution channels
Controlled Test Market
An entire test program conducted by an outside service in a market in which it can guarantee distribution
Simulated Test Market
A study in which consumer ratings and other information are fed into a computer model that then makes projections about the likely level of sales for the product in the market.