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?
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4
Categorization of Marketing
Research
• Advertising Research
• Product Research
• Market Research
• Sales Research
• Price Research
• Distribution Research
Advertising Research
Designed to measure
Advertising Advertising
Message Media
• What is it saying? • TV, radio,
• Hitting target magazine etc.
market? • Is your target
• Recall? market
• Meeting goals? using/seeing it?
• Return on costs?
ADVERTISING RESEARCH
Post-test
Telephone Interview
8
Message Research: Pre-test
9
Pre-test I
10
Pre-test II
11
Pre-test III
12
Pre-test - IV
13
Post-test
• Surveys
• Experimentation
• Observation
• Focus groups
• In-depth interviews
• Projective techniques
• Physiological Measures
• Online research
• Scanner data
• Hybrid Methods
Primary Research Methods
• Exploratory Methods • Precision Methods
– Observation (can be (“Conclusive”)
more definitive with – Experiments
larger sample sizes and – Surveys
focus on specific
– Panel
behavior)
– Scanner data
– In-depth interviews
– Focus groups
– Projective techniques
Surveys
• Forms
– Mail (self-administered, single time)
– Mail panel (self-administered, multiple surveys administered over time)
– Telephone (from central location)
– Mall Intercept
– Computer/Internet
• Planned questions
– Open-ended
– Closed-ended
• Need large sample sizes for precise conclusions
Scales of Measurement
• Scales of measurement include:
– Nominal (Frequency, Percentages)
– Ordinal (Median, Frequency, Percentages)
– Interval (Standard Deviation, Mean, Correlation
Coefficient)
– Ratio (Geometric Mean, Average, SD)
• The scale determines the amount of information
contained in the data.
• The scale indicates the data summarization and
statistical analyses that are most appropriate.
Wording questions
34
Characteristics of Some Problematic
Questions
• Difficult to answer—respondent may not have knowledge needed
– Amounts spent annually on specific product categories may not be known
• Sensitive (embarrassing)
• Two in one—e.g., “On a scale from 1 to 10, how fast and reliable are
Microsoft programs?”
• Leading questions—giving the feeling of the “desired” response
– “Do you agree that soft drinks with sugar are bad for you?”
• Non-exhaustive question
• Non-mutually exclusive answers
Continuum Questions
• Questions rating the degree of a characteristic (e.g.,
agreement or product usage) tend to be more effective
than binary “Yes/No” questions
• E.g.
5 4 3 2 1
Strongly Neither Strongly
Agree Agree Agree Nor Disagree Disagree
Disagree
Some Areas Suited for Continuum Ratings
• Interest • Involvement
• Purchase • Decision control
likelihood • Frequency or level of
• Satisfaction/ use
Dissatisfaction • Awareness
• Brand loyalty • Information search
• Price sensitivity • Personality traits
• Knowledge • Variety seeking
• Experience
Experimentation
• Subjects in different
groups treated differently
– E.g., for some, “target”
product is given better shelf
space
– E.g., some get coupon
• Subject is not biased by
questions—does not know
how others are treated
Observation
• Looking at consumers in the field—e.g.,
– Searching for product category area
– Number of products inspected and time spent on each
– Apparent scrutiny of labels or other information
– Involvement of others
– Behavior under limiting circumstances (e.g., time constraints)
Taste Tests
• Not experiments unless
– Two or more groups of people are treated differently (e.g.,
get different food version) or
– The same person is being treated differently at separate
times (e.g., half the participants receive new formulation,
then current; half the participants receive in the opposite
order)
• “Triangle” Measure
– Each respondent is given three items: One current, one
new, and one duplicate of either old or new
– Asked to identify the one that is different and explain why
QUALITATIVE RESEARCH
• Research techniques that allow a researcher to obtain
elaborate interpretations of market phenomena without
depending on numerical measurements.
Characteristics
1. Uses small versus large samples
2. Emphasizes unstructured (broad range of) versus
structured questioning methods
3. Involves subjective interpretation rather than
“objective” statistical inference; is researcher-
dependent
4. Has an exploratory purpose rather than descriptive and
conclusive
Qualitative vs. Quantitative Research
Qualitative Quantitative
Research Research
Purpose Discover ideas Test hypotheses or
specific research
questions
Approach Observe and interpret Measure and test