The Nature of Marketing Research Marketing Research - process of designing, gathering, and reporting information that may be used to solve a specific marketing problem

Research Methods zQuantitative Research Methods  Qualitative Research Methods

Quantitative Methods experiment – design where one or more independent variables are manipulated to determine their effect on a dependent variable(s); all other variables are held constant.

Quantitative Methods survey – design where individuals respond to a series of questions or statements.

Quantitative Methods empirical observation – counting.

Qualitative Methods ethnography – method where researcher goes into environment that s/he wants to study and answers the question, “what’s going on here?”

Qualitative Methods focus group – 6 –12 similar people (occupation, gender, race, education) discuss some issue of managerial importance; controlled setting with moderator and one way mirror; usually videotaped and analyzed for content.

Qualitative Methods depth interview – one-on-one interview with informant on topic of managerial or academic importance.

projective tests – techniques used to tap into respondents’ deepest feelings by having them project those feelings into an unstructured, nebulous situation. Qualitative Methods

protocol analysis – subjects are placed in a decision-making situation and asked to think aloud – verbalize their thoughts Qualitative Methods

introspection - researcher draws upon personal experiences to help solve research question

Data Sources zPrimary Data Sources – researcher collects data after being assigned project zSecondary Data Sources – any data already collected; can be qualitative or quantitative

Managerial Functions of Marketing Research z1. Analysis/Planning z2. Implementing  3. Controlling

ANALYSIS/PLANNING zAssess consumer taste preferences zEstimate purchase intentions  Give project go-ahead or axe

IMPLEMENTING zAssess brand names zAssess package designs zResearch demand at different price levels zAssess promotions  Assess distribution strategies

CONTROLLING Assess current market share Assess customer satisfaction with product/service