Documente Academic
Documente Profesional
Documente Cultură
Chapter 6
After
After studying
studying this
this chapter,
chapter, you
you should
should be
be able
able to:
to:
1-3
After
After studying
studying this
this chapter,
chapter, you
you should
should be
be able
able to:
to:
Understand
Appreciate
1-4
Marketing
MarketingResearch:
Research:
Identifies
Identifiesand
anddefines
definesmarketing
marketing
opportunities.
opportunities.
Generates,
Generates,refines,
refines,and
andevaluates
evaluates
marketing actions.
marketing actions.
Monitors
Monitorsmarketing
marketingperformance.
performance.
Improves
Improvesunderstanding
understandingof
of
marketing as a process.
marketing as a process.
1-5
Marketing
Marketing Research:
Research:
Specifies
Specifiesthe
theinformation
informationrequired
requiredto
toaddress
address
these issues .
these issues .
Designs
Designsthe
themethods
methodsfor
forcollecting
collectinginformation.
information.
Manages
Managesand
andimplements
implementsthe
thedata
datacollection
collection
process.
process.
Analyzes
Analyzesthe
theresults.
results.
Communicates
Communicatesthe
thefindings
findingsand
andimplications.
implications.
1-6
1.
2.
Planning
Problem Solving
3.
1-7
Produce
Price
Place
Promotion
Control
Environmental
Environmental Phenomena
Phenomena will
will affect
affect the
the
marketing
marketing research
research industry
industry in
in the
the next
next decade
decade
and
and beyond.
beyond.
The
The traditional
traditional time
time line
line of
of 44 to
to 66 weeks
weeks for
for the
the
typical
typical research
research project
project will
will not
not be
be acceptable.
acceptable.
Marketing
Marketing research
research isis becoming
becoming aa part
part of
of the
the
marketing
marketing strategy
strategy development
development process.
process.
1-8
Interactivity,
Interactivity,e-commerce,
e-commerce, and
and the
the Internet
Internet are
are
affecting
affecting the
the practice
practice of
of marketing
marketing research.
research.
How
How will
will data
data be
be managed?
managed?
Consolidation
Consolidation among
among companies
companies has
has resulted
resulted in
in
market
market dominance
dominance by
by the
the top
top 25
25 firms.
firms.
1-9
1-10
Problem Definition
Problem Definition:
1-11
Research Designs
Exploratory
ExploratoryResearch:
Research:
Typically
Typicallycarried
carriedout
outto
tosatisfy
satisfythe
theresearchers
researchersdesire
desirefor
forbetter
better
understanding, or to develop preliminary background and suggest
Descriptive
DescriptiveResearch:
Research:
Casual
CasualResearch:
Research:
Normally
Normallydirected
directedby
byone
oneor
ormore
moreformal
formalresearch
researchquestions
questionsor
or
hypotheses.
hypotheses.
Cross-sectional
Cross-sectionalstudy
study
Longitudinal
Longitudinalresearch
research
Experiments
Experimentsininwhich
whichresearchers
researchersmanipulate
manipulateindependent
independentvariables
variables
and then observe or measure the dependent variable or variables of
and then observe or measure the dependent variable or variables of
interest.
interest.
1-12
Data Types
Primary Data
Secondary Date
SURVEYS
- Mail
- Telephone
INTERNAL DATA
- Company records
- Data from MDSS
INTERVIEWS
- Mall intercepts
- Personal interviews
EXTERNAL DATA
Proprietary
- Custom Research
- Syndicated services
Nonproprietary
- Published reports
- Census data
- Periodicals
FOCUS GROUPS
- Personal
- Mechanical
1-13
1-14
Focus groups
Telephone surveys
Mail surveys
Personal interviews
Mall intercepts
Internet surveys
Projective techniques and
observations
The
The collection
collection of
of marketing
marketing
research
research information
information involves
involves
construction
construction of
of aa data
data collection
collection
instrument
instrument called
called survey
survey or
or
questionnaire.
questionnaire.
1-15
Scaled
Scaled
Likert
Likertagree-disagree
agree-disagree
Semantic
Semanticdifferential
differential
Multichotomous
Multichotomous (multiple
(multiple choice)
choice)
Categorical
Categorical
Open-ended
Open-ended
1-16
1-17
Double-barreled wording
Loaded wording
Ambiguous wording
Inappropriate vocabulary
Missing alternatives
Sample Design
1-18
Sampling
Probability Sampling
1-19
Nonprobability Sampling
Sampling
Sampling
Sampling Frame
Frame
Sample
Sample Size
Size
Response
Response Rate
Rate
AArecent
recentstudy
studyby
bythe
theCouncil
Councilfor
forMarketing
Marketingand
and
Opinion
OpinionResearch
Research(CMOR)
(CMOR)estimated
estimatedthat
that45
45percent
percent
of
ofconsumers
consumersrefused
refusedto
toparticipate
participatein
inaasurvey
surveyin
in
2001.
2001.
1-20
Fieldwork
1-21
Contacting respondents
Conducting interviews
Completing surveys
1-22
Straightforward frequency
distributions
Means
Percentages
Changing Technology
Positive
Positive Factors:
Factors:
1-23
The
Theavailability
availabilityof
ofcomputer-assisted
computer-assistedtelephone
telephone(CAT)
(CAT)
interviewing
interviewinghas
hasenhanced
enhancedsampling,
sampling,data
dataentry,
entry,and
anddata
data
processing.
processing.
Videoconferencing
Videoconferencingenables
enablesclients
clientsto
tomonitor
monitorfocus
focusgroups
groupsand
and
provide
providethe
theopportunity
opportunityto
toinvolve
involvemore
moreparticipants
participantsinin
observation.
observation.
Videoconferencing
Videoconferencingresult
resultininsavings
savingsbecause
becauseclients
clientsdo
donot
nothave
have
to
totravel
travelto
tolocations
locationsto
toview
viewfocus
focusgroup
groupsessions.
sessions.
E-mail
E-mailoffers
offersthe
thepotential
potentialfor
forincreasing
increasingsurvey
surveyefficiency.
efficiency.
Changing Technology
Negative
Negative Factors:
Factors:
1-24
Answering
Answeringmachines
machinesand
andvoice-mail
voice-mailresponses
responsesinhibit
inhibitboth
both
consumer
consumerand
andbusiness-to-business
business-to-businesstelephone
telephoneresearch.
research.
Call
Callwaiting
waitinghampers
hampersthe
theconduct
conductof
oftelephone
telephonesurveys.
surveys.
International Considerations
1-25
1.
2.
3.
4.
Implementing inappropriate
sampling techniques.
International Considerations
55.. Failing
Failingtotocommunicate
communicate
effectively
effectivelywith
withlocal
localresearch
research
companies.
companies.
6.6.Lack
Lackofofconsideration
considerationgiven
giventoto
language.
language.
7.7.Misinterpreting
Misinterpretingdata
dataacross
acrosscountries.
countries.
8.8.Failing
Failingto
tounderstand
understandpreferences
preferencesofof
foreign
foreignresearchers
researchersregarding
regardingthe
the
effective
conduct
of
qualitative
effective conduct of qualitative
research.
research.
1-26
1-27
Excessive interviewing
Lack of consideration
Abuse of respondents
Delivering sales pitches
under the guise of
marketing research
1-28
Nonobjective research
1-30
1-31
1-32
Provide interaction
between and among
people and systems.
Center on a segment of
related decisions (the
allocation of marketing
effort and resources).
Be user-friendly.
Database Marketing
Database Marketing:
1-33
Database refers to
customer/prospect information
stored in a computer with
software to process the
information.
Database Marketing
Customer
Customer Relationship
Relationship Management
Management
(CRM):
(CRM):
Relationship
Relationship management
management from
from aa transaction
transaction
orientation
orientation has
has been
been one
one of
of the
the significant
significant
developments
developments in
in the
the practice
practice of
of marketing.
marketing.
1-35
1.1.
Marketers
Marketersmust
mustcontinue
continueto
to
work
workat
atself-regulation
self-regulation
regarding
regardingprivacy
privacyprotection.
protection.
2.2.
Firms
Firmsthat
thatbuild
buildtheir
their
databases
databasesfrom
fromwithin,
within,as
as
opposed
opposedto
tobuying
buyinglists
listsfrom
from
other
othersources,
sources,are
areable
ableto
to
maintain
maintainthe
theprivacy
privacyof
oftheir
their
customers.
customers.
1-36
3.3.
Customer
Customerpermission
permissionand
and
notification
notificationshould
shouldbe
be
regularly
regularlysought.
sought.
4.4.
Customers
Customersgenerally
generallywant
want
firms
firmsto
toreduce
reducethe
thevolume
volume
of
ofcatalog
catalogand
andadvertising
advertising
mail
mailwhile
whilesimultaneously
simultaneously
increasing
increasingthe
therelevance
relevanceof
of
that
thatinformation.
information.