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Chapter 02 - Marketing Research: Process and Systems for Decision Making

Chapter 2
Marketing Research: Process and Systems
for Decision Making

High-Level Chapter Outline

I. The Role of Marketing Research

II. The Marketing Research Process
A. Purpose of the Research
B. Plan of the Research
Primary versus Secondary Data
Qualitative versus Quantitative Research
Company versus Contract Research
C. Performance of the Research
D. Processing of Research Data
E. Preparation of the Research Report
F. Limitations of the Research Process
III. Marketing Information Systems

Detailed Chapter Outline

I. The Role of Marketing Research

Marketing research is the process by which information about the environment is

generated, analyzed, and interpreted for use in marketing decision making.
Marketing research does not make decisions, but it can substantially increase the
chances that good decisions are made.
Marketing managers should recognize that:
o Even the most carefully executed research can be fraught with errors
o Marketing research does not forecast with certainty what will happen in the future
o They should make decisions in light of their own knowledge and experience, since
no marketing research study includes all of the factors that could influence
the success of a strategy
Although marketing research does not make decisions, it can reduce the risk
associated with managing marketing strategies.
2-1
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without
the prior written consent of McGraw-Hill Education.
Chapter 02 - Marketing Research: Process and Systems for Decision Making

It is vital for investigating the effects of various marketing strategies after they have been
implemented.
Today, many marketing researchers work hand-in-hand with marketing managers
throughout the research process and have responsibility for making strategic
recommendations based on the research.

II. The Marketing Research Process

Marketing research can be viewed as the systematic process for obtaining information
to aid in decision-making.
There are many types of marketing research.
The five Ps of the research process are (Figure 2.1):
o Purpose of the research
o Plan of the research
o Performance of the research o
Processing of research data o
Preparation of research report

A. Purpose of the Research

The first step in the research process is to determine explicitly why the research
is needed and what it is to accomplish.
Quite often a situation or problem is recognized as needing research, yet the nature of the
problem is not clear or well defined nor is the appropriate type of research evident.
Managers and researchers need to discuss and clarify the current situation and
develop a clear understanding of the problem.
Managers and researchers should agree on:
o The current situation involving the problem to be researched
o The nature of the problem
o The specific question or questions the research is designed to investigate
This step is crucial since it influences the type of research to be conducted and
the research design.

B. Plan of the Research

A research plan spells out the nature of the research to be conducted and includes an
explanation of such things as the sample design, measures, and analysis techniques
to be used.
Three critical issues influence the research plan are:
o Whether primary or secondary data are needed

2-2
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without
the prior written consent of McGraw-Hill Education.
Chapter 02 - Marketing Research: Process and Systems for Decision Making

o Whether qualitative or quantitative research is needed

o Whether the company will do its own research or contract with a marketing
research specialist

Primary versus Secondary Data

Primary data are the data collected specifically for the research problem
under investigation.
Secondary data are the data that have previously been collected for other purposes
but can be used for the problem at hand.
Secondary information has the advantage of usually being cheaper than primary
data, although it is not always available for strategy- specific research questions.
There are many types of secondary data that could be useful for understanding a
market and for answering a particular research question.
Some of these data can be found from sources internal to the organization such
as sales invoices, quarterly sales reports, and marketing research done by the
organization.
Other secondary data must be obtained from sources external to the organization
and include information such as syndicated data providers and by the
government, such as U.S. census data.
Figure 2.2 lists the common types of information that is available in a secondary
data research.

Qualitative versus Quantitative Research

Qualitative research typically involves face-to-face interviews with respondents

designed to develop a better understanding of what they think and feel concerning
a research topic.
The two most common types of qualitative research are focus group and
long interviews.
o Focus groups typically involve discussions among a small number of
consumers led by an interviewer and are designed to generate insights
and ideas about products and brands.
o Long interviews are conducted by an interviewer with a single respondent
for several hours.
Quantitative research involves more systematic procedures designed to obtain
and analyze numerical data.
There are four common types of quantitative research in marketing
are observation, surveys, experiments, and mathematical modeling.
o Observational research involves watching people and recording relevant

2-3
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without
the prior written consent of McGraw-Hill Education.
Another document from Scribd.com that is
random and unrelated content:
 [303] Plutarch, loc. cit.
[304] Through his mother, Aethra.
[305] Eur. Hipp. 974, 1094.
[306] Müller, Dorians, i. 265 ff.
[307] Supra, p. 224 f.
[308] Supra, p. 326 f.
[309] 1106 ff.
[310] 1222 ff.
[311] 1254 ff.
[312] 1259.
[313] 1275 ff.
[314] 1291 ff.
[315] 1301.
[316] 1306.
[317] 1308.
[318] 1329.
[319] From 750 . . onwards.
[320] 1330 ff.
[321] 1000 ff.
[322] 1231 ff.
[323] 802 ff.
[324] Supra, p. 75.
[325] Ath. Pol. ch. 57; supra, pp. 192, 251.
[326] According to the usual interpretation of Aristotle, supra, pp. 225,
251.
[327] Supra, p. 225.
[328] 333 ff.
[329] Cf. 496.
[330] 450.
[331] 174 ff.
[332] Supra, p. 173.
[333] 1106.
[334] 1161 ff.
[335] 1241-2.
[336] 1240.
[337] Supra, p. 195.
[338] Glotz, op. cit. p. 473 ff.
[339] 1232 ff.
[340] 1136-1144.
[341] 1085-6.
[342] Supra, p. 83.
[343] Supra, p. 76.
[344] 1243-51.
[345] 714-20.
[346] 789-97.
[347] 534-8.
[348] Supra, p. 106.
[349] 260 ff.
[350] 40.
[351] Bacchae, 240 ff.
[352] 356 ff.
[353] 995 ff.
[354] 1202-15.
[355] See supra, p. 325 ff.
[356] 1250.
[357] 1296.
[358] 1330 ff.
[359] 1363, 1379.
[360] 1350.
[361] Laws, ix. ch. 9.
[362] 5-7.
[363] Supra, p. 44 ff.
[364] Plutarch, Greek Questions, 12; Aelian, Var. Hist. iii.
[365] 730 ff.
[366] E.g. 333 ff.
[367] Troades, 705 ff.
[368] Supra, p. 58 ff.
[369] 1150 ff.
[370] Supra, p. 122.
[371] Contra Euerg. et Mnesib. 1160, 15; supra, p. 182.
[372] 1639-41.
[373] Iph. in T. 1171.
[374] 1174.
[375] Androm. 173 ff.
 G C
Having now concluded our inquiry into the origin, the nature, and the
evolution of Greek systems of blood-vengeance, it may be desirable to
give here a brief synoptic summary of the theories which we have sought
to establish. Our summary naturally falls into two sections: (A)
chronological and (B) literary.
(A) (1) From the earliest times there existed in Greece a code of
homicide-customs which is a well-known characteristic of the tribal or
‘group’ system of primitive human society; wergeld was the dominant
penalty, and exile or death, or, possibly, servitude were alternative
penalties; there was regular trial and collective control. We may call the
system ‘private vengeance,’ but it was fundamentally different from
‘vendetta.’ This system has left only very slight traces of its existence in
extant Greek literary or inscriptional remains: while it persisted in a
suppressed or modified form all through the course of ancient Greek
history, its presence was obscured by other developments, social,
religious, and political.
(2) Thus there was, in the first place, the Achaean domination (say,
1300-1100 . .) which is the dominant atmosphere of the Homeric
poems; we have seen that the Achaean system in regard to homicide
made death the normal penalty, but that this penalty could be avoided in
practice, though not in theory, by the flight of the slayer. There was no
regular or prescribed trial, but there existed a kind of social etiquette or a
potential military discipline which established a general distinction
between murder and vengeance, and which, while omitting any nice
points of discrimination in estimating the degrees of guilt, nevertheless
prevented any wholesale system of vendetta.
(3) When in the ‘Hesiodic’ age (1000-750 . .) various migrations and
economic changes disturbed the peaceful operation of clan-laws, and no
form of control, either tribal or military, could be said to exist in the
greater part of Greece (excluding, perhaps, the Attic State), then arose, as
we think, in its full vigour the barbarous vendetta system which has left
so marked a trace in Greek legends: then rose to prominence the belief in
ancestral curses, which were held to fall upon children even in the fourth
generation. Then came into being the blood-thirst of the dead, the
mutilation of the murdered corpse, the deprivation of burial—all the
barbarisms of collective hereditary vendetta.
(4) Into this state of chaos there came, as it were, by the foresight of
the gods, in the seventh century, the ‘Apolline’ religious code. The
murderer now becomes god-hated: he is shunned by society: all men
must rise in horror against him, and if he is guilty they must either slay
him or banish him for ever. Courts must operate, for murder, if for
nothing else. The right of suppliants must be respected at least till guilt is
proved. Wergeld is abolished, but a minor appeasement of the relatives is
permitted after exile, for minor degrees of guilt.
(5) Almost contemporaneously came the evolution of the synoekised
Greek State. A compromise between the old and the new ideas produced
the laws of Dracon and the historical murder-codes of Greece. The State
now takes over the execution, as well as the trial of homicides. The
avenger of blood gives place to the Public Executioner. Parricide and
kin-slaying are punishable with death. The property of wilful murderers
is confiscated to the State. Courts which at first have general jurisdiction
specialise in certain kinds of homicide, and their specialised functions
are stereotyped in law. The personnel of these courts undergoes
modifications which keep pace, in the main, with the advance of
democracy to complete political power.
(B) (1) We have seen that the homicide references in Homer can only
be properly understood by assuming a predominance, in legend or in the
atmosphere of the poet, of the Achaean system of vengeance, and the
existence of faint but unmistakable echoes of the Pelasgian wergeld
system.
(2) Of the Hesiodic period the poems of Hesiod are the only authentic
evidence, and such evidence is obscure. We may however supplement it
indirectly by arguments from survivals, and by the argument of
‘elimination.’
(3) Of the Apolline or historical system we need not review the
evidence which has been given at length in our Second Book. This
evidence has been examined and interpreted by many modern scholars.
We have indicated what we considered the most probable interpretation
of matters which were open to doubt, especially when the solution of the
problem was important for the analysis of blood-vengeance in Attic
tragedy. We have sought to prove that Plato’s homicide code should be
regarded as an important and indispensable contribution to the study of
Greek homicide-law. However difficult the analysis of the references to
homicide in Attic tragedy may have been, without Plato any such
analysis would have been impossible.
 INDEX
N :—The following Index is intended merely as a supplement to the Table of Contents, and is
divided, for convenience, into four sections: (I) subjects discussed: (II) modern authors
cited: (III) persons, legendary and historical, mentioned in connexion with homicide: (IV)
technical Greek terms.

adultery, 58 f., 74, 217, 356

Areopagus, 53, 94, 192, 194, 217 f., 221, 225, 243 ff., 248, 250-5,
263, 269-74, 279, 287 ff., 292 ff., 298, 310, 336, 340, 343, 345,
351, 359 ff.
Bouphonia, 246 f.
Burial, rights and duties of, 87
beliefs connected with, 106
refused to murderers, 223
of enemies in war, 379, 394
Canones Wallici, 9, 54
Delphinium court, 53, 94, 169, 214 f., 245, 249 f., 254, 263
Eleven, the, 249, 257, 262
Ephetae, the, 137, 158, 192, 197, 205, 249, 252, 263, 269 ff.
Erinnyes, the, 97, 99, 105, 109 ff., 113 ff., 120 ff., 145, 148, 151,
155, 166, 174 f., 289 ff., 297 ff., 307, 342, 345, 360, 366 ff.,
372
Eupatridae, the, 136 f., 266 f., 289
Exegetae, the, 137, 147, 158, 169, 182, 192, 260, 262, 267 ff.
Exile penalty for homicide:
amongst the Pelasgians, 22-57
amongst the Achaeans, 65 ff.
in historical Greece, 143 ff., 157, 159, 161 ff., 164, 171, 173,
207 ff., 209 ff., 213, 218, 221, 225, 234, 237 ff., 247, 249
f., 256 ff., and Book III passim
Hebrews, homicide laws of the, 3, 140, 201
Heliastic courts, 249, 253
kin-slaying, Pelasgian penalty for, 47, 353
historical penalty for, 181, 233 ff., 401 ff.
land-tenure, Homeric, 15 ff.
Nekuia, the, 104 ff.
Orphism, 240 ff., 401
Palladium court, 53, 94, 204, 206, 245 f., 248, 250 f., 254, 263, 272
Pantheon, Homeric, 101 ff.
Phreatto court, 247, 249 f., 256, 263, 327
private settlement for homicide, 143, 146, 173-190, 209, 213, 221
Prytaneum court, 91, 197 ff., 202 ff., 246, 249 f., 256, 263
sanctuary, right of, 80, 94, 406
Semnai Theai, 146, 148, 298 ff.
Servitude, penalty of, 44, 330, 363, 418
Spartan homicide laws, 130 f., 158, 173
wergeld, 2, 7 ff., 24 ff., 32, 34 ff., 41 ff., 44, 88, 123 f., 124, 143,
146, 173

II

Bury on Homeric homicide customs, 23, 78, 79

on origin of trials for homicide, 92 ff.
on homicide-purgation, 111
on the Ionian tribes, 135 f.
on the Phoenicians, 138 f.
on the Eumenides of Aeschylus, 287
Caillemer on parricide, 234
Coulanges, Fustel de, on the phratry, 82, 88
on local Attic magistracies, 83, 135, 199
on religious aspect of homicide, 95
on anthropomorphism, 100
 on homicide-purgation, 111
Eichhoff on Homeric homicide customs, 23
Gilbert on origin of trials for homicide, 80, 93, 263
on the Attic tribe-kings, 83
on the Dorian tribes, 130
on State-execution of death penalty, 226 ff.
Gilbert on the Ephetae, 264 ff.
on the Exegetae, 267
on the Areopagus, 269
Glotz on the meaning of ποινή, 28 f.
on the Shield of Achilles, 40
on the penalty of servitude, 44
on homicide in Homeric Greece, 58, 68, 80
on the historical survival of clan courts, 83
on the judicial aspect of kin-slaying, 86, 181, 233 f.
on the question of γραφὴ φόνου, 258 ff.
on confiscation and wergeld, 219
on State-execution of death penalty, 226, 231 f.
on the meaning of θέμιστες, 90
on the Prytaneum court, 92
on the abolition of wergeld, 92, 179 ff., 222
on homicide-purgation, 112, 117, 139
on the Middle Age of Hellenism, 132 ff.
on Solon’s legislation, 133
on ‘private settlement’ for homicide, 143 ff., 174 f., 186 ff.,
198, 209, 221 f.
on ‘appeasement’ in cases of manslaughter, 198, 207 ff.
on the Ephetae, 264 ff.
on ἀσυλία, 145, 166, 179 ff.
Grote on homicide customs in Homeric Greece, 23
on Spartan institutions, 130
Harrison (Miss) on religious aspect of homicide, 96
on anthropomorphism, 100
on Olympian and Chthonian ritual, 102, 114
on the Erinnyes, 110, 113 ff., 123
on homicide-purgation, 110, 142
on the Year-Spirit, 334
 on the Pitcher Feast, 377
Hogarth on early Boeotia, 131
Holm on Spartan institutions, 130
Jevons on homicide in Homeric Greece, 23, 78
on the Eumenides of Aeschylus, 287
on Greek drama, 303
on Euripides, 332 ff.
Leaf on the historicity of Homer, 12 ff.
on tribalism in Homer, 21
on homicide in Homer, 25 ff., 66, 83, 96
on the Shield of Achilles, 25 ff., 89, 90
on kin-slaying in Homer, 95
on Achaean religion, 100
Leaf on Chthonianism in Homer, 103
on post-Homeric tribalism, 127
on the Dorian conquest, 129
on the Ionian tribes, 135
on Boeotia, 131
Lipsius on the Shield of Achilles, 35, 39 f.
on βούλευσις, 224 f.
on the Delphinium court, 255
Mahaffy on prehistoric Greece, 138
Maine on origin of private property in land, 15 f.
on the sacramentum, 40
on the θέμιστες, 90
on Indian village communities, 82
on Indian tribal police, 228
Monro on the Shield of Achilles, 34
Müller (C. O.) on homicide-purgation, 52, 65, 111 ff., 152 ff.
on the origin of trials for homicide, 93
on the religious aspect of homicide, 96
on the Erinnyes, 120
on ‘private settlement’, 174, 177, 209
on the δικαὶ ἀψύχων, 197
on ‘appeasement’, 207 f.
on the Ephetae, 265
 on the Exegetae, 267
on the Areopagus, 269 ff.
on the trial of Orestes, 297
on Attic mythology, 135
on the Dorian Apollo, 155
on Thessaly, 128
on Sparta, 130
on Boeotia, 131
Murray, G., on primitive religion, 98
on the Year-Spirit, 334
Philippi on homicide-purgation, 153
on ‘private settlement’, 174
on the Draconian inscription, 194 ff.
on the δικαὶ ἀψύχων, 197
on the penalties for adultery, 217
on confiscation, 221
on the γραφὴ ἀσεβείας, 262
on the Ephetae, 264 f.
Ridgeway on the Homeric poems, 13
on Homeric land-tenure, 15 ff.
on the Shield of Achilles, 34
on Pelasgian and Achaean religion, 104 ff.
on the decline of Achaean power, 128
on the Boeotians, 131
on the place of Orestes’ trial, 296
Seebohm, F., on wergeld in Wales, 7 ff.
on the Welsh tribes, 20 f.
on Beowulf, 48
on the Wisigoths, 53
Seebohm, H., on tribalism in Homer, 13, 15
on Achaean offerings to the dead, 108
Verrall on the Erinnyes in Aeschylus, 123
on the Eumenides of Aeschylus, 288, 290
on the trial of Orestes, 297
on Medea, 394
Wedd on the Orestes, 364 ff.
on Euripides, 398 ff.
 III

Achilles, 29, 31, 139

Admetus, 418
Adrastus, 70, 379
Aegisthus, 72, 338
Agamemnon, 19, 72, 83, 413
Agave, 416 f.
Ajax, 32, 319, 321, 325, 416
Akamas, 69, 76
Alcestis, 418
Alcmaeon, 141, 157
Amphinomus, 60
Antigone, 319-25
Arthmius (ap. Dem.), 188
Astyanax, 419
Athamas, 116, 158
Bellerophon, 18, 59, 110, 111, 142, 151
Cleisthenes (of Sicyon), 156, 341
Clytaemnestra, 72 ff., 97, 125, 150, 175, 276-301, 311, 336 ff., 349
ff., 419
Creusa, 172, 229, 405 ff.
Croesus, 139
Diodorus (ap. Dem.), 181, 235, 260
Diomedes, 352
Dionysodorus (ap. Lysiam), 177
Electra, 304-9, 335-42
Epeigeus, 66
Epimenides, 152
Eupeithes, 60, 76
Eurystheus, 391 ff., 394
Euthyphro, 147, 182, 237, 259
Halirrhothius, 58
Hecuba, 83, 412-15
Helen, 347, 420 ff.
Hercules, 44, 173, 329 ff., 385 ff.
Hippolytus, 400-5
Hyettus, 58
Ion, 172, 405-8
Iphigeneia, 151, 281 ff., 311, 336, 369 ff.
Ixion, 155, 168
Lycophron, 66
Medea, 394-400
Medon, 66
Meleager, 70, 121
Menelaus, 348, 409
Menestratus (ap. Lysiam), 230
Nausimachus (ap. Dem.), 187
Nausithous, 18
Neoptolemus, 229, 408-11
Odysseus, 32, 50 f., 67, 104 ff., 325-9
Oedipus, 55, 75, 150, 170 ff., 304, 310-19, 378-84
Orestes, 60, 72 ff., 112, 120, 124 f., 151 ff., 169 f., 172 f., 185 f.,
214 f., 229, 244, 255 f., 276-301, 305, 336 ff., 344 ff., 360,
374-8, 408-12, 419
Pactyas, 168
Patroclus, 29, 56, 75
Phoenix, 32, 67, 69, 121
Polyneices, 302, 317 f., 321, 323 f., 378, 380
Proetus, 59, 110, 142, 151 f.
Pylades, 151, 309, 362 f.
Teiresias, 106 ff.
Teucer, 319, 327 ff.
Theoclymenus, 21, 65
Theocrines (ap. Dem.), 88, 183 f.
Theseus, 68, 76, 245, 379, 385-94, 400 ff.
Tlepolemus, 47, 108
Tydeus, 71, 396
Tyndareus, 62, 335, 348

IV

ἁγνιτής, 52, 112

ἀγορά (Homeric), 35
ἀνδροληψία, 164 ff., 239
ἀνδροφόνος, 237
ἀπενιαυτίζειν, 212
ἄποινα, 28 f.
ἄριστίνδην, 195, 198, 264
ἀσυλία, 145, 163
ἄτιμία, 144, 189, 219
ἄφεσις, 178
ἀφυλαξία, 147, 196, 213
βούλευσις, 193 f., 224, 251, 325, 405, 409
γραφὴ ἀσεβείας, 180, 260 ff.
γραφὴ φόνου, 181, 258 ff.
δικαὶ ἀψύχων, 93, 197
δικασπόλοι βασιλῆες, 89
ἔμφυλος, 21, 61, 65, 168
ἐσέσθων (from ἔσίημι), 207
θέμιστες, 90
ἱλασμός, 96
ἴστωρ, 43
καθαρμός, 96, 118
καθάρσιοι θεοί, 145, 152, 169
μασχαλισμός, 122, 308
μοιχάγρια, 59, 217
ποινή, 28 ff., 31
πωληταί, 221
φυλοβασιλεῖς, 88, 91
χόες, 364, 375

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