Definition by k4d3ei0Z

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									On a per capita basis, in what
European country do the people
   Consume the most chocolate
   Switzerland
   Eat the most cheese
   Greece
   Drink the most wine
   France
   Eat the most breakfast cereal
   UK
On a per capita basis, in what
European country do the people
   Drink the most tea
   Ireland
   Smoke the most cigarettes
   Austria
   Spend the most on male fragrances
   France
   Spend the most on hair care products
   Italy
Definition
   Marketing Research is a formal
    communication link with the environment
    for providing accurate and useful
    information for planning, problem solving,
    and control which leads to better decision
    making.
   Involves specifying, collecting, analyzing,
    and interpreting information
Consumer Bill of rights
   The right to know (deception with respect
    to sponsor)
   The right to choose (observation without
    knowledge)
   The right to safety (anonymity)
   The right to be heard (retract data)
Ethics and MR
   Observe shoppers in aisle
   Videotape them?
   Falsify sponsor ID
   Fake promise of anonymity
   Lying about length of time it would take.
   Promise of undelivered compensation
   Selling under the guise of MR
Steps in the research process
   Formulate the problem
   Determine the research design
   Determine data collection method
   Design data collection forms
   Design sample and collect data
   Analyze and interpret data
   Prepare the research report
Problem definition
   Decision problem
   Research problem
What is the research problem?
   Whether to change the sales force
    compensation package ?
   What pricing strategies to follow for a new
    product?
   Whether to increase the ad budget for
    print advertising?
Research design
   Exploratory research
   Descriptive research
   Causal research
Exploratory
   Literature search
   Experience survey
   Focus groups
   Case analysis
Focus groups
   8-10 people
   Homogeneous groups
   Comfortable setting
   Videotape
   Moderator
Advantages of focus groups
   Quick, cheap, flexible
   Allows deeper probing, non-verbal
    response
   Interaction with each other helps respond
    better - synergy, snowball, security
   Good with children and illiterate people
   Easy to understand
Disadvantages
   Small numbers - bias
   Dominant member
   moderator bias
   Credibility is “high”
   Interaction bias
When to use focus groups
 Develop understanding of issues
 Brand positioning

 develop ad message

 Develop hypotheses

Do not use:
- sales forecasts
- New product testing
Descriptive Research
   Cross sectional
       Surveys
       Observation
   Longitudinal - over time
   Brand switching matrix
Longitudinal Data
Number of families purchasing each brand
Brand Switching Matrix
Switching Probabilities
Causal research
   Conditions for causal inference
       Time order of events: A must precede B
       Correlation
       Rule out other explanations
   Laboratory experiments
   Field experiments
Which Research Design ?
   Impact of competitive entry in the chewing
    gum market
   Create a brand identity for a new women’s
    fragrance
   Segmenting the Italian alcoholic beverage
    market
Data collection method
   Mail
   Telephone
   Personal interviews
   E-mail
   Internet
Sampling
    Non-probability samples
        Convenience
        quota
        judgment
    Probability
        simple random samples
        stratified samples
        systematic samples
        cluster or area samples
Analysis
   Summarizing data - means, median,
    percentages
   Hypothesis
   Testing of hypotheses
   Correlation and regression analysis
Questionnaire Design
Focus
   1. Which brand do you like the best?
       Which of these brands are you most likely to
        buy?
Brevity
2. Can you tell me how many children you have,
  whether they are girls or boys, and how old they
  are?

     What is the age and sex of each of your children?
Vocabulary
3. Are you cognizant of all the concepts to be
  elucidated?

     Do you know about all the ideas that will be
      explained?
Over demanding recall
7. How many times did you go out on a date with
  your spouse before you were married?

     How many months were you dating your spouse
      before you were married?
Double barreled

9. Do you regularly take vitamins to avoid getting
  sick?

     Do you regularly take vitamins? Why or why not?
Leading questions
10. Don’t you see some danger in the new
  policy?

     Do you see any danger in the new policy?
Loaded questions
11. Do you advocate a lower speed limit to save
  human lives?

     Does traffic safety require a lower speed limit?
Likert Scale: Attitudes
Instructions

Listed below are different opinions about Sears. Please indicate how strongly you agree
    or disagree with each by using the following scale:
    1 = Strongly disagree
    2 = Disagree
    3 = Neither agree nor disagree
    4 = Agree
    5 = Strongly agree
                                               Neither
                            Strongly           Agree nor                Strongly
                            Disagree           Disagree        Disagree
    Agree          Agree
______________________________________________________________________
    _
1. Sears sells high quality 1           2       3          4            5
    merchandise.
2. Sears has poor in-store 1            2       3          4            5
    service
A Semantic Differential Scale for Measuring
Self Concepts, Person Concepts, and Product
Concepts
1. Rugged       ____________              Delicate
2. Excitable _ _ _ _ _ _ _ _ _ _ _ _ Calm
3. Uncomfortable _ _ _ _ _ _ _ _ _ _ _ _
  Comfortable
4. Dominating _ _ _ _ _ _ _ _ _ _ _ _ Submissive
5. Thrifty _ _ _ _ _ _ _ _ _ _ _ _ Indulgent
6. Pleasant _ _ _ _ _ _ _ _ _ _ _ _ Unpleasant
7. Organized _ _ _ _ _ _ _ _ _ _ _ _
  Unorganized
8. Rational _ _ _ _ _ _ _ _ _ _ _ _ Emotional

								
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