Marketing Research and Information System

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Presentation transcript:

Marketing Research and Information System Chapter 8 Marketing Research and Information System

Chapter Outline Nature of Marketing Research Marketing Information Sources Secondary Research - Private Sources - Public Sources Primary Research Sampling

Chapter Outline Basic Methods of Data Collection - Observation - Questioning Measurement - Conceptual Equivalence - Instrument Equivalence - Linguistic Equivalence - Response Style - Measurement Timing - External Validity

Chapter Outline Marketing Information System - System Development - Desirable Characteristics - Subsystems

Marketing Research Systematic gathering, recording, and analyzing of data

Marketing Information Sources Primary data - information collected firsthand to answer specific, current research questions - advantages: specific, relevant, and up-to-date information - disadvantages: high cost and amount of time

Marketing Information Sources Secondary data - information already been collected for other purposes - advantages: lower cost and time - disadvantages: less meaningful data

Basic Methods of Data Collection Observation - advantages: more objective data - disadvantages: not as versatile, higher cost, and more time Questioning - advantages: versatility, speed (time), and cost - disadvantages: less objective data

Measurement Reliability - instrument yielding consistent results Internal Validity - instrument measuring what it is supposed to measure External Validity - ability to generalize research result to other populations

Measurement Issues Conceptual Equivalence - a concept being interpreted in the same manner in various cultures Functional Equivalence - an object performing the same function in various countries Definitional or Classification Equivalence - an object being defined or classified in the same way in various countries

Measurement Issues Instrument Equivalence - emic instrument: instrument designed to be used in only one culture - etic instrument: instrument designed to be applied in various cultures Linguistic Equivalence - translation that is equivalent to the original language

Measurement Issues Response style - acquiescence - extreme responding - use of the middle response category on the rating scales - socially desirable responding Measurement Timing - simultaneous - sequential - independent

Translation Techniques back translation parallel-blind translation committee approach random probe decentering

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