Marketing Research Essentials 6th Edition Carl McDaniel / Roger Gates Presentation Material Start

Use the menu buttons on the left of each slide to navigate the presentation. You may also just click anywhere in the presentation to advance one slide or hit the “escape” button to exit the slide show; The “Information” icon at the bottom right of some of the slides is an Internet link to relevant information. Click on it and you will be taken to an appropriate Internet site for reference. Once you close or minimize the Internet site you will return to the last slide you were viewing; The Internet links work only when in “Slide Show” mode; Here are the commands for the following icons: About This Presentation Take me to Wiley Publishing Home- Presentation Beginning Index - Last Slide Chapters - Chapter Overview Back One Slide Forward One Slide Back to the Last Slide Viewed Navigation Key About

Chapter Directory 1:The Role of Marketing Research in Management Decision Making 2:Problem Definition, Exploratory Research, and the Research Process 3:Secondary Data and Databases 4:Qualitative Research 5:Survey Research: The Profound Impact of the Internet 6:Primary Data Collection: Observation 7:Primary Data Collection: Experimentation 8:The Concept of Measurement and Attitude Scales 9:Questionnaire Design 10:Basic Sampling Issues 11:Sample Size Determination 12:Data Processing, Fundamental Data Analysis, and the Statistical Testing of Differences 13:Bivariate Correlation and Regression 14:Communicating the Research Results and Managing Marketing Research 1:The Role of Marketing Research in Management Decision Making 2:Problem Definition, Exploratory Research, and the Research Process 3:Secondary Data and Databases 4:Qualitative Research 5:Survey Research: The Profound Impact of the Internet 6:Primary Data Collection: Observation 7:Primary Data Collection: Experimentation 8:The Concept of Measurement and Attitude Scales 9:Questionnaire Design 10:Basic Sampling Issues 11:Sample Size Determination 12:Data Processing, Fundamental Data Analysis, and the Statistical Testing of Differences 13:Bivariate Correlation and Regression 14:Communicating the Research Results and Managing Marketing Research Take me to MRE 6th Chapter Directory

The Role of Marketing Research in Management Decision Making Chapter One

Chapter One Objectives To review the marketing concept and the marketing mix. To comprehend the marketing environment within which managers must make decisions. To define marketing research. To understand the importance of marketing research in shaping marketing decisions. To learn when marketing research should and should not be conducted. To learn how the Internet is changing marketing research. To examine marketing research ethics Chapter One

Marketing: “The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.” The Nature of Marketing Marketing Concept Chapter One

Marketing research is the function of linking the consumer, customer, and public to the marketer through information. Also, the planning, collection, and analysis of data relevant to the marketing decision making and the communication of the results of this analysis to management. Marketing research is the function of linking the consumer, customer, and public to the marketer through information. Also, the planning, collection, and analysis of data relevant to the marketing decision making and the communication of the results of this analysis to management. Marketing Research Defined The Marketing Research Association: Chapter One

Descriptive: The gathering and presenting of statements of fact; Diagnostic: The explanation of data or actions; Predictive: The specification of how to use descriptive and diagnostic research to predict the results of a planned marketing decision. The Marketing Research Impact Its Importance to Management - Three Critical Functions Chapter One

Return on Quality Ensuring Management’s Continued Support 1. The quality being delivered is at a level desired by the target market; 2. The quality level must have a positive impact on profitability. Chapter One

A plan to guide the long-term use of a firm’s resources based on its existing and projected internal capabilities and on projected changes in the external environment. The development of the means by which the firms will position itself in the eyes of the consumer. Marketing research will enable the firm to determine the best course of action to meet the strategic objectives of the firm. A plan to guide the long-term use of a firm’s resources based on its existing and projected internal capabilities and on projected changes in the external environment. The development of the means by which the firms will position itself in the eyes of the consumer. Marketing research will enable the firm to determine the best course of action to meet the strategic objectives of the firm. Marketing Strategy Chapter One

Research aimed at solving a specific pragmatic problem such as a better understanding of the marketplace, determining why a strategy or tactic failed, or reducing uncertainty in management decision making. Research aimed at expanding the frontiers of knowledge rather than for solving a specific problem. Research done for research sake. Universities, and other grant recipients, often conduct basic research. Sometimes called “pure” research. Types of Research Studies Chapter One

Types of Applied Research Studies Programmatic Selective Evaluative Research conducted to develop marketing options through market segmentation, market opportunity analyses, or consumer attitudes and predict usage studies; Research used to test decision alternatives; Research done to assess program performance. Chapter One

It’s not always a good idea – or in the best interest of the business – to conduct marketing research. Reconsider conducting marketing research under the following circumstances: The resources are lacking The research results might not be useful The opportunity has passed The decision has already been made Managers cannot agree on what they need to know to make a decision Decision-making information already exists The research cost outweighs the benefits of the research You do not have the time to do the research right The research results will likely only be shelved Decision to Conduct Marketing Research Weighing the Pros and Cons Chapter One

Enables rapid access to information Fosters easier executing of follow-up and longitudinal studies Enables management to respond quickly to customers’ needs Can dramatically reduce data collection costs One can quickly publish, report, disseminate research results Has transformed secondary data collection Enables personalization of surveys & increase response rates Facilitates quick survey response/analysis capabilities Produces higher response rates Ability to contact the hard-to-reach The Internet Impact: The Internet Its Impact on Marketing Research Chapter One

Rapid development and real time reporting Dramatically reduced costs Ability to personalize and tailor the study General higher response rates Ability to reach hard to reach Ability to change the research focus quickly Results might not be representative of the population Ease of use might lead to over-surveying your audience Not everyone has Internet access or good connection speed Advantages/Disadvantages of Internet Surveys: The Internet Its Impact on Marketing Research Chapter One

Moral principles or values generally governing the conduct of an individual or group. Ethics is not a one-way relationship as all parties are responsible for maintaining and fostering ethical standards and conduct. If you are concerned about a research supplier, contact research associations to vet suppliers. Click to go the the Marketing Research Association for information on marketing research ethics Marketing Research Ethics Chapter One

Low ball pricing; Underpaying field services; Allowing bias/subjectivity; Abusing respondents; Misleading clients on costs, etc.; Selling unnecessary research; Violating client confidentiality. Low ball pricing; Underpaying field services; Allowing bias/subjectivity; Abusing respondents; Misleading clients on costs, etc.; Selling unnecessary research; Violating client confidentiality. Marketing Research Ethics Chapter One

Issue a bid when supplier has already been selected; Solicit free advice under the guise of a bid request; Make false promises to the researcher; Issue unauthorized requests for proposals; Withhold information the research supplier needs. Issue a bid when supplier has already been selected; Solicit free advice under the guise of a bid request; Make false promises to the researcher; Issue unauthorized requests for proposals; Withhold information the research supplier needs. Marketing Research Ethics Chapter One

Over report hours worked; Falsify data or analysis; Use professional respondents; Overlook properly validating the data; Use others’ research as original work; Overstate qualifications; Provide staged references. Over report hours worked; Falsify data or analysis; Use professional respondents; Overlook properly validating the data; Use others’ research as original work; Overstate qualifications; Provide staged references. Marketing Research Ethics Chapter One

Choose whether to participate in the research; Withdraw from the research at any time; Be in a safe environment during the research; Be informed as to what the research is about; Be granted privacy of the research results if promised; Get compensated for participation when offered. Choose whether to participate in the research; Withdraw from the research at any time; Be in a safe environment during the research; Be informed as to what the research is about; Be granted privacy of the research results if promised; Get compensated for participation when offered. The Respondent Has the Right to: Respondents’ Rights Chapter One

Issues in Research Professionalism A style of research in which zealous political supporters deride one candidate to lead voters to support the other candidate. Biased polling techniques skew respondents’ answers. Process by which research can attaining professional standing among research authorities as being qualified. Poll Chapter One

Applied Research & Basic Research Ethics in Marketing Research Internet Issues Marketing Research Defined Index