9 Marketing Research Dr. Close.

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Presentation transcript:

9 Marketing Research Dr. Close

Role of Research Defined as: “the planning, collecting, and analyzing information to improve marketing decisions.” A decision Support System (DSS) Keep isolated marketing managers in touch with markets. What’s hot? What’s not? DSS: Interactive, flexible, discovery-oriented & accessible Create customer profiles via database marketing

Marketing Research Scientific Method: Is the objective and orderly process for testing ideas about relationships between variable(s). Hypothesis is an educated guess about relationship between variables (if a, then b). Is this the best way to understand consumers?

Marketing Research Ethics (politicians find “weak” spots) Withhold info: ads, phone-in poll, what else? Privacy: “war on debt faith gift” “Fake” surveys: telemarketer Any other examples? Internet examples?

Marketing Research Steps Identify the problems (or opportunity) Is the most difficult and important (Cingular wireless: product failures: cast about reasons: lack of image; $300 million BBDO) Book: often outside specialists must understand situation. Budget constraints an issue.

Research Brings New Ideas

Marketing Research Steps 2. Plan Research Design & Collect Data Quick and cost effective (eliminates need) Secondary data (Vans: law; skatepark) Information already collected and or published Study information already available End: decide if information is still needed If so, conduct a new, original (primary) research study Market research is what I do almost every day!

How the Internet has Changed Secondary and Primary Data Collection Methods

Marketing Research Steps Plan to gather data: surveys 2b. If primary data, have to collect data yourself Questioning: survey (Scales) Set of questions to collect information directly from subjects (open or closed ended) Self administer or in person (at events, malls) Problem: low response rates 10% is good, 36% diss) Problem (from low response): representative Online surveys (zoomerang.com.surveymonkey.com)

Marketing Research Marketing Research Process Plan to gather data: novel methods 2b. Depth interviews Observing “you can observe a lot, just be looking” Advantage: natural inquiry (kids), and gather information without influencing customers. What about disadvantages?? “Mystery shoppers” (what are examples??) Scanner data: collect buying information (unlimited use) Netnography/ethnography Online/focus groups/

Marketing Research Plan to gather data: experiments 2b. Data Experimenting Two similar groups Differ on one item of importance Hold all else constant Advantage: causation (Eckerd; 20 stores; POP; Atkins death) Disadvantage: naturalism (is it so fake?) LeSportsac vs K-Mart Look on the back of a prescription drug print ad….that is an experiment

K-Mart Impression of K-Mart? How would you research consumers

Marketing Research Steps 5. Analyse/Interpret data Solve with statistics Issues: Reliability: consistency (same result in repeated trials; scale for weight) Validity: measure what you intend to (accurate standardized tests Statistical software assists you

SPSS vs. SAS

Marketing Research Steps Analyze the data (not just interesting) Run cross-tabs Hypothesis testing Association Measures Regression Analysis Structural Equation Models

Marketing Research Follow up 6. Prepare/Present Report or Manuscript Solve objectives clearly Search for the “better question” (ask about food quality in dining hall; everyone talks about price or location) Tailor to audience (executive or expert scholars Follow up How could your improve? Was a decision made based on your study? Build a relationship

Summary Read: Uses of Internet in marketing information Know the steps and methods (surveys, experiments, observations, etc.) Others: Define research Purpose of research Qualitative v/s Quantitative Any questions??