Download Marketing 12e - Pride and Ferrell

Chapter Outline
• The Importance of Marketing Research
• The Marketing Research Process
• Using Technology to Improve Marketing
Information Gathering and Analysis
• Issues in Marketing Research
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6–1
The Importance of Marketing Research
• Marketing Research
–The systematic design, collection, interpretation, and
reporting of information to help marketers solve specific
marketing problems or take advantage of marketing
opportunities
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6–2
The Benefits of Marketing Research
• Helps firms stay in touch with customers’
changing attitudes and purchase patterns
• Aids in the development of marketing mixes to
match the needs of customers
• Assists in better understanding market
opportunities
• Determine the feasibility of a
particular marketing strategy
• Improves marketer’s ability
to make decisions
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6–3
The Five Steps of the Marketing
Research Process
FIGURE 6.1
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6–4
Locating and Defining Problems or
Research Issues
• Focusing on uncovering the nature and
boundaries of a situation or question related to
marketing strategy or implementation
–Departures from normal or expected marketing results
–Biases in marketing information that distort its meaning
–Evidence of possible or potential market opportunities
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6–5
Designing the Research Project
• Research Design
–An overall plan for obtaining the information needed to
address a research problem or issue
• Hypothesis
–An informed guess or assumption about a certain
problem or set of circumstances
–Accepted or rejected hypotheses
act as conclusions for the
research effort
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6–6
Types of Research
• Exploratory Research
–Research conducted to gather more information
about a problem or to make a tentative hypothesis
more specific
• Descriptive Research
–Research conducted to clarify the characteristics of
certain phenomena to solve a particular problem
• Causal Research
–Research in which it is assumed that a particular
variable X influences a variable Y
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6–7
Research Reliability and Validity
• Reliability
–A condition existing when a
research technique produces
almost identical results in
repeated trials
• Validity
–A condition existing when a
research method measures
what it is supposed to measure
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6–8
Collecting Data
• Types of Data
–Primary data: data observed and recorded or collected
directly from respondents
–Secondary data: data complied both
inside and outside the organization
for some purpose other than the
current investigation
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6–9
Secondary Data
Source: “Internal Secondary Market Research,” Lycos Small Business, business.lycos.com/cch/guidebook.html?lpv=1&docNumber=P03_3020, Feb. 6, 2002
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6–10
Secondary Data (cont’d)
Source: “External Secondary Market Research,” Lycos Small Business, business.lycos.com/cch/guidebook.html?lpv=1&docNumber=P03_3011, Feb. 6, 2002.
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6–11
Methods of Collecting Primary Data
• Sampling
–Population: all the elements, units, or individuals of
interest to researchers for specific study
–Sample: a limited number of units chosen to represent
the characteristics of a total population
• Types of Sampling
–Probability: each element has an known chance for
study
–Random: each element has an equal chance for study
–Stratified: study population divided into like groups
–Nonprobability: element’s likelihood of study is
unknown
–Quota: population is grouped and elements are
arbitrarily chosen
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6–12
Survey Methods
• Mail Survey
• Telephone Survey
• Online Survey
• Personal Interview Survey
–In-home (door-to-door) interview
–Focus-group interview
–Telephone depth interview
–Shopping mall intercept interviews
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6–13
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6–14
Questionnaire Construction
• Open-Ended Question
What is your general opinion about coffee shops?
___________________________________________
___________________________________________
• Dichotomous Question
Have you ever purchased a coffee product?
Yes _____ No _____
• Multiple-Choice Question
What income group are you in?
$0-$19,000 _____
$20,000-$59,999 _____
$60,000-$99,000 _____
more than $100,000 _____
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6–15
Observation Methods for Data Collection
• Direct contact with subject is avoided to reduce
possible awareness of observation process.
• Physical conditions, subject actions, and
demographics are noted.
• Observations may be combined with same
subject interviews.
• Data gathered may be
influenced by observer
bias.
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6–16
Experimentation
• Experiment
–A research method that attempts to maintain (control)
certain variables while measuring the effects of
experimental (uncontrolled) variables
• Independent variable: acts on the dependent variable
• Dependent variable: is affected by variations in the
independent variable
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6–17
Interpreting Research Findings
• Statistical Interpretation
–Analysis of survey data to determine what is typical or
what deviates from the average that indicates:
•
•
•
•
•
How widely the responses vary
How the responses are distributed
Which hypotheses are supported
Which hypotheses are rejected
Whether construction errors have invalidated the survey’s
results
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6–18
Reporting Research Findings
• Take an objective look at survey findings
–Report deficiencies and reasons for
deficiencies
• Prepare a formal, written document
–Summary and recommendations
• Short, clear, and simply expressed for executives
–Technical report
• Contains more detailed information about research
methods and procedures and important data gathered
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6–19
Using Technology to Improve Marketing
Information Gathering and Analysis
• Marketing Information Systems
–A framework for the management and structuring of
information gathered regularly from sources inside and
outside an organization
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6–20
Databases
• Databases
–A collection of information arranged for easy access
and retrieval
• Single-Source Data
–Information provided by a
single marketing research firm
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6–21
Marketing Decision Support Systems
• Customized computer software that aids
marketing managers in decision making
–Capability to create market models based on changes
in marketing variables
–Artificial Intelligence (AI) assists in
customer support
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6–22
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6–23
Source: Reprinted with permission of The Marketing Research Association, P.O. Box 230, Rocky Hill, CT 06067-0230, (860)257-4008.
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6–24
Issues in Marketing Research
• International Issues in Marketing Research
–Modification of data-gathering methods to account for
regional differences
–Use of two-pronged approach to international
marketing research
• Detailed search for and analysis of secondary data
• Field research to refine firm’s understanding of how local
environment will shape/restrict data-gathering about
customer needs and preferences
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6–25
Important Terms
• Marketing Research
–The systematic design, collection, interpretation, and
reporting of information to help marketers solve specific
marketing problems or take advantage of marketing
opportunities
• Research Design
–An overall plan for obtaining the information needed to
address a research problem or issue
• Hypothesis
–An informed guess or assumption about a certain
problem or set of circumstances
Copyright © Houghton Mifflin Company. All rights reserved.
6–26
Important Terms
• Exploratory Research
–Research conducted to gather more information about
a problem or to make a tentative hypothesis more
specific
• Descriptive Research
–Research conducted to clarify the characteristics of
certain phenomena to solve a particular problem
• Causal Research
–Research in which it is assumed that a particular
variable X influences a variable Y
Copyright © Houghton Mifflin Company. All rights reserved.
6–27
Important Terms
• Reliability
–A condition existing when a research technique
produces almost identical results in repeated trials
• Validity
–A condition existing when a research method measures
what it is supposed to measure
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6–28
Important Terms
• Primary Data
–Data observed and recorded or collected directly from
respondents
• Secondary Data
–Data complied both inside and outside the organization
for some purpose other than the current investigation
• Population
–All the elements, units, or individuals of interest to
researchers for a specific study
• Sample
–A limited number of units chosen to represent the
characteristics of a total population
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6–29
Important Terms
• Sampling
–The process of selecting representative units from a
total population
• Probability Sampling
–Sampling technique in which every element in the
population being studied has a known chance of being
selected for study
• Random Sampling
–Probability sampling technique in which all units in a
population have an equal change of appearing in the
sample
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6–30
Important Terms
• Stratified Sampling
–Probability sampling technique in which the population
is divided into groups according to a common attribute
and a random sample is then chosen within each group
• Nonprobability Sampling
–Sampling technique in which there is no way to
calculate the likelihood that a specific element of the
population being studied will be chosen
• Quota Sampling
–Nonprobability sampling technique in which
researchers divide the population into groups and then
arbitrarily choose participants from each group
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6–31
Important Terms
• Mail Survey
–Research method in which respondents answer a
questionnaire sent through the mail
• Telephone Survey
–Research method in which respondents’ answers to a
questionnaire are recorded by interviewers on the
phone
• Online Survey
–Research method in which respondents answer a
questionnaire via e-mail or on a web site
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6–32
Important Terms
• Personal Interview Survey
–Research method in which participants respond to
survey questions face to face
• In-Home (Door-to-Door) Interview
–Personal interview that takes place in the respondent’s
home
• Focus-Group Interview
–Research method involving observation of group
interaction when members are exposed to an idea or
concept
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6–33
Important Terms
• Telephone Depth Interview
–Interview that combines the traditional focus group’s
ability to probe with the confidentiality provided by
telephone surveys
• Shopping Mall Intercept Interview
–Research method that involves interviewing a
percentage of persons passing by “intercept” points in a
mall
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6–34
Important Terms
• Experiment
–A research method that attempts to maintain (control)
certain variables while measuring the effects of
experimental (uncontrolled) variables
• Statistical Interpretation
–Analysis of survey data to determine what is typical or
what deviates from the average
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6–35
Important Terms
• Marketing Information Systems (MIS)
–A framework for the management and structuring of
information gathered regularly from sources inside and
outside an organization
• Single-Source Data
–Information provided by a single marketing research
firm
• Marketing Decision Support Systems (MDSS)
–Customized computer software that aids marketing
managers in decision making
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6–36
Ownership of Cats and Dogs by Age Group
Source: Maritz Poll
Source: American Demographics, December 2000, p. 27. Adapted with permission.
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6–37
Top Ten Zip Codes for Spending on Fireworks
Source: American Demographics, July 2000, p. 24. Adapted with permission.
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6–38