Marketing Research

Use of formalized procedures, based on the scientific method, to collect and analyze information, relevant to management problems.

Marketing Research
Systematized and repeated marketing research is a marketing management information system/marketing decision support system. Truth as an option perspective

Marketing Research
Marketing Research Process
Problem Identification
Symptoms versus Problems Marketing Concept

Secondary Data Analysis

Fast, Flexible, and Cheap Does the data exist somewhere?

Marketing Research
Exploratory Research (Primary Research)
Focus Groups, Group Interviews
identify attributes pick variables for further study discover terminology, perspective avoid preconceptions

Marketing Research
Primary Research (Still in Research Design)
Descriptive
statistical measurement of attributes determine relationships

Explanatory (Causal)
explain cause and effect of descriptive results build models

Marketing Research
Research Design
Data Collection
mail telephone personal interview observation email ..advantages and disadvantages

Marketing Research
Research Design
Questionnaire Design
Wording Cultural Bias Sequencing of Questions Question Structure
unstructured word association narrative projection

incomplete sentences picture completion

Marketing Research
Research Design
Questionnaire Design
Question Structure
structured dichotomous Likert scale rating scale

multichotomous semantic differential scale importance scale

Marketing Research
Research Design
Sampling
Nonprobability Probability Sample Size Determination
not a function of population size!

Marketing Research
Research Design
Validity and Reliability
Did you measure what you intended to measure?
Can you do it again?

Marketing Research
Data Analysis
What does the data mean? How can it be used? How can it be communicated to management? How does it solve the management problem?