Documente Academic
Documente Profesional
Documente Cultură
Collect information
Make
decision
Analyze information
Present findings
4-3
Step 1
4-4
Step 2
1) Research 2) Research
Approach Instruments
3) Sampling 4) Contact
Plan Methods
5) Data
Sources
4-5
Research Approaches
Observation—unobtrusive (LP)
Ethnographic--link between culture & behavior
&/or how cultural processes develop over time
(participant observation)
Focus group—discuss topics of interest (LS)
Survey—knowledge, beliefs, preferences,
satisfaction
Behavioral data--Data—purchasing data
Experimentation—cause and effect
relationships
Research Instruments
Questionnaires
Qualitative Measures
Technological Devices
Make up a story that reflects what you think is happening in this picture.
4-9
Qualitative Measures
Word association—words are presented, one at a
time, and respondents mention the first word that
comes to mind.
Projective techniques—give people an incomplete
stimulus and ask them to complete it.
Empathy—the experiencing as one’s own of the
feelings or another.
Visualization—requires people to create a collage
from magazine or drawing to depict their perceptions
Brand personification—ask subjects what kind of
person they think of when the brand is mentioned.
Qualitative Measures
Shadowing—observing people
Behavior mapping—photographing
people with a space—2 or 3 days
Consumer journey—keeping track of
interactions a consumer has with a product, service,
or space
Camera journals—ask consumers to keep
visual diaries of activities and impression
related to a product
Extreme user interviews—talking to
people about a product and evaluating their
experience with it
Storytelling—prompting people to tell
personal stories about their consumer
experiences
Unfocused groups—interview a
4-11
diverse group of people to explore ideas
Technological Devices
Galvanometers (measure
interest or emotions aroused by
Exposure to a specific ad or picture)
Tachistoscope (flashes an ad to a
Subject with an exposure interval and
respondent describes everything he/she recalls)
4-14
Contact Methods
Mail Questionnaire
(For people that would not give
personal interviews or whose responses
might be biased or distorted by interviewer)
Telephone Interview
(Gather information quickly, however
interview are short and non-personal)
Personal Interview
(Most versatile and expensive,
subject to interview bias or distortion)
Online Interview
(Inexpensive, faster, honest, versatile, samples small
and skewed, tech problems and inconsistencies)
4-15
Pros and Cons of Online Research
Advantages Disadvantages
4-19
Sales Analysis
Sales- Micro-
Variance Sales
Analysis Analysis
(Relative contribution of (views specific products,
different factors to a gap in territories that fail to
Sales performance) produce expected sales)
4-20
The Measures of Market
Demand
Potential market—interest
4-23
What is a
Marketing Information
System?
A marketing information system
consists of people, equipment, and
procedures to gather, sort, analyze,
evaluate, and distribute needed, timely,
and accurate information to
marketing decision makers.
Network externally
Purchase information
Public blogs
Political-legal Economic
Technological Socio-cultural
Natural
Copyright © 2011 Pearson Education,
Inc. Publishing as Prentice Hall
3-28
Population and
Demographics
Population growth
Population age mix
Ethnic markets
Educational groups
Household patterns
Expert Opinion
Past-Sales Analysis
Market-Test Method