Marketing Research

Use of formalized procedures,

based on the scientific method,
to collect and analyze information,
relevant to management problems.
 Marketing Research

Early warning signal

existing MIS may not show trend if outside target segment.

Source of detailed information on specific problems

Forecast the future

…….what happens if we do this?
 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

Can you answer the management question?

Yes…….you are finished.

No……..go on to research design.

Value versus cost of perfect information

 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

Primary Research (Still in Research Design)

Predictive
use cause/effect knowledge to predict the future
test markets
experiments
forecasts with new parameters
 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 incomplete sentences
narrative projection picture completion
 Marketing Research

Research Design

Questionnaire Design

Question Structure

structured
dichotomous multichotomous
Likert scale semantic differential scale
rating 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?
 Marketing Research

Non-Marketing Managers need to:

Look at possible results in advance.

Will they answer the question?
What can be done with the knowledge?
Is it worth the cost?

Require hard $ justification.

Watch for inappropriate use of the buyer behavior model.

 Mercedes Benz Video

Purpose/use of marketing research

Application to buyer behavior model
Research methodologies
Primary/Secondary
Reliability and validity