MRProcessandEthics | Marketing Research | Data Analysis

Marketing Research Process and Ethics

J. Strebel

What is Marketing Research?

J. Strebel

Remember the 4-P¶s?? The Marketing Concept ‡ Consumer orientation who should we target? ‡ Goal orientation $$$ Researching the Marketing Mix ‡ Marketing Mix is the unique blend of marketing elements designed to meet the needs of the company¶s target market (4-P¶s) ± ± ± ± Product Price Promotion Distribution (Place) Marketing Research evaluates the effectiveness of the 4-P¶s J. Strebel .

and analysis of data relevant to marketing decision making and the communication of the results of this analysis to management. collection.Marketing Research Defined Marketing Research is the planning. J. Strebel .

Roles of Marketing Research Three functional roles of Marketing Research ‡ Descriptive ± What are the historic sales trend of the Palm Pilot? ‡ Diagnostic ± What was the impact on sales of Coke when Pepsi introduced Pepsi One? ‡ Predictive ± How would consumers respond to more stylish personal computers? J. Strebel .

Define Problem. Determine Objectives Secondary Data Qualitative Research Create Research Design Choice of Research Method Surveys Observation Experimentation Measurement Attitude Measurement Questionnaire Design Selection of Sampling Procedure Sampling Issues Sample Size Collection of the Data Analysis of the Data Data Preparation Hypothesis Testing Univariate Analysis Bivariate Analysis Multivariate Analysis Writing & Presenting the Report Communication & Report Writing .Course Organization via the Marketing Research Process Establish Need.

J. Strebel . Problem/Opportunity identification requires a precise definition of the issue facing the firm in order to guide the research process.Problem Identification The research process begins with the recognition of a marketing problem or opportunity.

sharply focused ± Often the marketing research problem addresses only one aspect of the marketing problem J. data oriented. Strebel .Problem Identification One must distinguish between the marketing problem ± General and broad in scope And a marketing research problem ± Specific.

Identifying a Problem In order to clearly define the problem being researched« ± Assess background ± Understand circumstances. Strebel . objectives & resources ± Clarify symptoms ± Review possible causes ± Discuss possible solutions ± Speculate consequences of solutions ± Identify assumptions ± Assess information state Often Exploratory Research is used to help clarify the problem or opportunity J.

often small-scale research used to clarify the exact nature of the problem to be solved. ± Tends to be flexible ± Focuses on understanding the environment in which the marketing question exists J. Strebel .Definition of Exploratory Research Exploratory Research is the term used to refer to preliminary.

Types of Exploratory Research Some Types of Exploratory Research: ± Interviews with experts ± Analysis of secondary data ± Pilot study (usually with convenience sample) ± Focus group interviews ± Depth interviews ± Projective techniques J. Strebel .

Objectives of Exploratory Research Objectives of Exploratory Research: ± Obtain information quickly and cheaply ± Maximize information from a very limited expenditure of time and money ± Guide future research J. Strebel .

unambiguous & operational ± Review objectives ± ³Will you have enough information to make your decision?´ ± Avoid the ³Nice-to-Know´ syndrome ± Need to produce decision-making information ± How will the research results be implemented? J. detailed. ± They should be specific. Strebel . Research Objectives need to be explicitly stated in a formal statement for a manager or client to review.Research Objectives After defining the problem.

RO: If a ³light´ candy bar was marketed featuring 25% less calories and 50% less fat. Strebel .Research Objectives Example of Research Objectives state as Hypothesis: M&M/Mars Candy may want to determine what % of adults would be willing to try a ³light´ candy bar. J. 60% of adults 21-45 would be interested in making a sample purchase.

Strebel .Creating the Research Design The Research Design is the plan to be followed to answer the research question. It should include: ± Problem statement and results of exploratory research into the issue ± Research objectives ± The chosen method of research ± The selected sampling procedure ± Description of data collection method ± Types of data analyses to be used J.

Basic Methods of Research Three types of research methods: Surveys Observation Experiments J. Strebel .

A Sample is a subset from a this population. ± In a Nonprobability Sample there is no probability associated with being selected. Strebel . nonzero chance of being selected.Selecting a Sampling Procedure A Population includes all people of interest. Population Sample ± In a Probability Sample each element has a known. J.

Data analysis can be of three types: ± Univariate .examines the relationship between two variables ± Multivariate .Data Collection & Analysis Data is collected according to the necessities of the research method selected. Strebel .examines a single variable ± Bivariate .examines the relationship between more than two variables J.

the findings are formally presented in oral and written reports. Based on the data analysis. Strebel . J.Final Steps in the Marketing Research Process Next. the researcher draws conclusions and makes recommendations.

Importance of Marketing Research to Managers Marketing Managers can use Marketing Research to be more Proactive ± Altering the Marketing Mix to fit newly emerging patterns in the external environment (viewed as opportunities) ± Developing a Marketing Strategy to guide the long-run use of the firm¶s resources given its existing capabilities and projected changes in the environment J. Strebel .

Deciding to Conduct Marketing Research There are some situations where it is best not to conduct Marketing Research: ± Lack of Resources ± Results Won¶t Be Useful ± Decision¶s Already Been Made ± Managers Can¶t Agree on What¶s Needed ± Information Already Exists ± Costs Greater than Benefits J. Strebel .

Strebel . we follow the conventional morality based on the expectations of the marketing research community J. Conventional morality is morality based on the expectations of society ± In our case.Definition of Ethics Ethics refers to moral principles or values generally governing the conduct of an individual or group.

Strebel .Marketing Research Ethics Unethical Practices include: ± Low-ball Pricing ± Lack of Objectivity ± Abuse of Respondents ± Selling Unnecessary Research ± Violating Client Confidentiality ± Use of Professional Respondents J.

Strebel .Respondents¶ Rights The Right to Choose The Right to Safety The Right To Be Informed The Right to Privacy J.

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