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MKT 400 Marketing Research

Lecture 1

Dr. Anjala Krishen


Dept. of Marketing
Spring 2010

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Plan for today
• About us
• Philosophical introduction
• Syllabus
• Class Layout
• http://faculty.unlv.edu/anjala (go to bottom for
class link)
• Chapter 1 of Feinberg et al.

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Front of the Index Card (4x6)
About you (Self Ad Front)
• Please write the following on the 4x6 card I gave
you (brief and to the point):
1. Your actual name plus any nickname
2. Your major and expected graduation date
3. Do you have a job outside of school? If so, where and
what do you do?
4. What do you see yourself doing after graduation?
5. What is your definition of marketing?
6. Name at least 2 of your favorite hobbies.
7. Name at least 2 of your favorite brands.
8. Briefly tell me (in your opinion) your biggest
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accomplishment to date.
Back of the Index Card (4x6)
First Assignment (Deliverable)
Self Advertisement Index Card
• Keeping in mind that this is a marketing
class…..
• You are the brand, please include at least a
small picture of yourself (appropriate for
class), and communicate one core idea that
will help me remember you.
• Think of this—picture, slogan, memorable.
• Make it eye-catching, original and creative -
everything you want in a good
advertisement. 4
Philosophical introduction
• Learning –
– What is it? Well, according to consumer behavior, learning is……(a
relatively permanent change in memory caused by elaborative
rehearsal of material); hence you need to take notes, read material,
participate in the process.
• Use of these slides
– I am much more comfortable when given the opportunity to create a
lecture as a living, breathing, process. Using overheads may stilt my
ability to do so….thus, I will use them when and if I can and will also
use the board and other learning materials. We’ll most likely mix it up.
• Materials
– This brings me to materials. If you have interesting materials which
pertain to the lectures, please do bring them in.

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• Syllabus – Let’s go through it
• Class Layout
• Website for class:
http://faculty.unlv.edu/anjala
Then click on “Classes Taught” and
find your section

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Chapter 1

The Purpose of Marketing Research

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What is Marketing Research?

Marketing
Marketing research
research isis the
the function
function that
that links
links the
the
consumer(c2b),
consumer(c2b), customer(b2b),
customer(b2b), and and public
public to to the
the marketer
marketer
through
through information--information
information--information used used to
to identify
identify and
and define
define
marketing
marketing opportunities
opportunities and and problems;
problems; generate,
generate, refine,
refine, and
and
evaluate
evaluate marketing
marketing actions;
actions; monitor
monitor marketing
marketing performance;
performance;
and
and improve
improve understanding
understanding of of marketing
marketing as as aa process.
process.
Marketing
Marketing research
research specifies
specifies thethe information
information required
required to to
address
address these
these issues,
issues, designs
designs the
the method
method forfor collecting
collecting
information,
information, manages
manages andand implements
implements the
the data
data collection
collection
process,
process, analyzes
analyzes the
the results,
results, and
and communicates
communicates the the findings
findings
and
and their
their implications.
implications.

(AMA
(AMA Definition
Definition as
as of
of 2004)
2004)

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1-1b
What is Marketing Research?
Settings for marketing research:
1. marketing (classic marketing functions)
2. firm in general (e.g., finance, firm dynamics)
3. marketing research industry (e.g., syndicated
research services) pims get sold, they track
consumer spending through grocery store cards,
4. society (e.g., tracking behavior for educational
public service campaigns)

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1-1c
Marketing Research Criteria
Criteria for marketing research:
• systematic: data gathering and analysis must be
designed and organized in advance
• objective: unbiased and impartial
• informational: collects data relevant to
information needs of decision-makers
• targeted for decision making: data gathered and
interpreted with the goal of reducing uncertainty
in a decision situation
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Marketing Research
Step 1: Defining theProcess
Problem

Step 2: Developing an Approach to the Problem

Step 3: Formulating a Research Design

Step 4: Doing Field Work or Collecting Data

Step 5: Preparing and Analyzing Data

Step 6: Preparing and Presenting the Report

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What is Marketing?

Marketing
Marketing isis an
an organizational
organizational function
function
and
and aa set
set of
of processes
processes for for creating,
creating,
communicating,
communicating, and and delivering
delivering value
value to
to
customers
customers and
and for
for managing
managing customer
customer
relationships
relationships inin ways
ways that
that benefit
benefit the
the
organization
organization and
and its
its stakeholders.
stakeholders.

(AMA
(AMA Definition
Definition as
as of
of 2004)
2004)

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What Is Marketing?

Figure 1-1 here 13


What Is Marketing? (cont.)
• independent variables
– inputs
– includes:
• situational factors
• marketing courses of action to steer the market
• dependent variables
– outputs, phenomena one seeks to explain
– includes:
• behavioral responses of consumers to the independent
variables
• performance measures
• connecting variables
– relationships between independent and dependent
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variables discovered through marketing research
1-1
Managerial Decision-Making
• Marketing research gathers information on
consumer needs to facilitate better production
decisions.
• Goals:
– identify opportunities and problems in marketing
– choose more effective actions in the marketplace
– monitor the effects of these actions
– build understanding of marketing processes
• Research methodology formalizes statistical
reasoning in the analysis and interpretation of
data. 15