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Conducting Marketing Research

Marketing Management, 13th ed

Chapter Questions
What constitutes good marketing research? What are g good metrics for measuring g marketing productivity? How can marketers assess their return on investment of marketing expenditures? How can companies more accurately measure and forecast demand?
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Build-A-Bear Workshop makes the most of interactive entertainment retailing

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What is Marketing Research?

Riset pemasaran adalah disain sistematik, pengumpulan, analisa, dan laporan data serta penemuan yang relevan untuk situasi pemasaran yang spesifik dalam perusahaan perusahaan.

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Types of Marketing Research Firms

SyndicatedS di t d Service
informasi

Custom
(Specific projects Design study Report findings)

perdagangan (Nielsen Media Research-track viewing habits of varied audiences)

SpecialtyLine (jasa wawancara)

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The Marketing Research Process

Define the problem p Develop research plan

Collect information Make decision Analyze information

Present findings

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Step 1
Define the problem (e.g., Will offering an in-flight Internet service create enough incremental preference and profit of American Airlines to justify its cost?) Specify decision alternatives (e.g., Should American offer an Internet connection?) State research objectives (e.g., types of 1st class passengers are likely to use internet?)

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Step 2

Data S Sources

Research A Approach h

Research Instruments

Sampling Plan

Contact Methods
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Research Approaches
Observation Ethnographic--link link between culture & behavior &/or how cultural processes develop over time (participant observation) Focus groupdiscuss topics of interest Surveyknowledge, knowledge beliefs, beliefs preferences, preferences satisfaction Behavioral data--Datapurchasing Data purchasing data Experimentationcause and effect relationships
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Focus Group in Session

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Research Instruments
Questionnaires Qualitative & Quantitative Measures Technological T h l i lD Devices i

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Questionnaire Dos Do s and Donts Don ts

Kuesioner tidak bias Pertanyaan simple Pertanyaan spesifik Menghindari jargon Menghindari kata-kata sulit Menghindari kata-kata ambigu g Menghindari g hal negatif g Menghindari hipotesis Menghindari kata-kata yang kemungkinan salah dengar Menggunakan pilihan jawaban Menggunakan kategori yang bermanfaat Memperbolehkan responden memperbaiki jawaban
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Question Types - Dichotomous

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

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Question Types Multiple Choice

With whom are y you traveling g on this trip? p No one Spouse S Spouse and children Children only Business B i associates/friends/relatives i t /f i d / l ti An organized tour group
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Question Types Likert Scale

Indicate your level of agreement with the following statement: Small airlines generally give better service than large g ones. Strongly disagree Disagree Di Neither agree nor disagree Agree Strongly St l agree
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Question Types Semantic Differential

American Airlines Large ....Small Experienced..Inexperienced Modern Modern...Old Old-fashioned fashioned

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Question Types Importance Scale

Airline food service is _____ to me me. Extremely important Very important Somewhat important Not very important Not at all important

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Question Types Rating Scale

American Airlines Airlines food service is _____. Excellent Very good Good Fair Poor

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Question Types Intention to Buy Scale

How likely y are y you to p purchase tickets on American Airlines if in-flight Internet access were available? Definitely buy Probably buy Not sure Probably not buy Definitely not buy
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Question Types Completely Unstructured

What is your opinion of American Airlines?

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Question Types Word Association

What is the first word that comes to your mind when you hear the following? Airline ________________________ American _____________________ Travel ________________________

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Question Types Sentence Completion

When I choose an airline airline, the most important consideration in my decision is: _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ __________________.

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Question Types Story Completion

I I flew American a few days ago ago. I noticed that the exterior and interior of the plane had very bright g colors. This aroused in me the following g thoughts and feelings. Now complete the story. _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________
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Question Types Pi t Picture (Empty (E t Balloons) B ll )

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Question Types Th Thematic i Apperception A i Test T

Make up a story that reflects what you think is happening in this picture.

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Qualitative Measures
Word associationwords are presented, one at a , and respondents p mention the first word that time, comes to mind. Projective techniquesgive people an incomplete stim l s and ask them to complete it stimulus it. Visualizationrequires people to create a collage from magazine g or drawing g to depict p their p perceptions p Brand personificationask subjects what kind of person they think of when the brand is mentioned. Ladderingseries of increasingly more specific why questions can reveal consumer motivation and consumers deeper, more abstract goals. consumers
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Qualitative Measures
Shadowingobserving people Behavior mappingphotographing
p p with a space2 p y people or 3 days

Consumer journeykeeping track of

interactions a consumer has with a product, service, p or space

Camera journalsask consumers to keep

visual diaries of activities and impression related to a product

Extreme user interviewstalking to people

about a product and evaluating their experience with t it t

Storytellingprompting Storytelling prompting people to tell personal stories about their consumer p experiences
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Unfocused groupsinterview a
diverse group of people to explore ideas

Technological Devices
Galvanometers (measure interest or emotions aroused by Exposure to a specific ad or picture) Tachistoscope (flashes an ad to a
Subject with an exposure interval and respondent describes everything he/she recalls)

Eye y cameras ( (study y respondents p

eye movement to see where their eyes land 1st and how long, etc.)
A di Audiometers t ( (record d when h TV i is on

and the channel)

GPS (global positioning system system, can Determine how many billboards a person may walk or drive by during a day)

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Sampling Plan
Sampling unit: Who is to be surveyed? Sample size: How many people should be surveyed? d? Sampling procedure: How should the respondents be chosen?

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Types of Samples
Probability y
Simple random Every member of population has an equal chance of selection Stratified random Population is divided into mutually exclusive groups (age ( g g groups) p ) and random samples are drawn from each group Cluster Population p is divided into mutually exclusive groups (city blocks) and a sample is taken from each group

Non-probability Non probability

Convenience Selects the most accessible population members b Judgment Selects population members who are good prospects for accurate information Quota Selects S l t and di interviews t i a prescribed number of people in each of several categories

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Contact Methods
Mail Questionnaire
(For people would not give
personal interviews or whose responses might be biased or distorted by interviewer)

Telephone Interview
(Gather information quickly, however interview are short and non-personal)

Personal Interview
(Most versatile and expensive expensive, subject to interview bias or distortion)

O li Interview Online I t i
(Inexpensive, faster, honest, versatile, samples small 4-31and skewed, tech problems and inconsistencies)

Pros and Cons of Online Research

Advantages Inexpensive Fast Accuracy of data, even for sensitive questions Versatility e sat ty Disadvantages Small samples Skewed samples Technological problems Inconsistencies

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