Download Marketing Research

Marketing Research
Primary vs.
secondary data

Advantages and
disadvantages of
each
Marketing research
tools
MKTG 370
MARKETING RESEARCH
Lars Perner, Instructor
1
Marketing Research
An “investment” to
reduce uncertainty
Can help guide
decisions on
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MKTG 370
Whether to enter
Product
characteristics
Promotional strategy
Positioning
Must weigh costs
and benefits of
research
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Money
Time spent
No perfect method—
tradeoffs between
methods
MARKETING RESEARCH
Lars Perner, Instructor
2
Two Research Methods
Secondary: use of
existing research already
done
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Government
Consulting firms
Newspaper and magazine
articles
Primary: creation of
specific studies to answer
specific questions
MKTG 370
MARKETING RESEARCH
Lars Perner, Instructor
3
Some Sources of Secondary
Data
U.S. Governent
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http://StatUSA.gov
Government Department
web sites
Government periodicals
in libraries
 E.g., Statistical
Abstracts
Trade organizations
Consultants
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Be weary of web sites
Books, periodicals,
newspapers
MKTG 370
E.g., Information
Resources International
(IRI), Nielsen
MARKETING RESEARCH
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Company sites are
glorified advertisements!
Anyone can publish a
web site.
Lars Perner, Instructor
4
Primary Research Methods
Surveys
Experimentation
Observation
Focus groups
In-depth interviews
Projective
techniques
Physiological
Measures
MKTG 370
MARKETING RESEARCH
Lars Perner, Instructor
5
Surveys
Planned questions
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Problem questions
Open-ended
Closed-ended
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Need large sample sizes
for precise conclusions
Forms
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MKTG 370
Mail
Telephone
Mall Intercept
Computer/Internet
MARKETING RESEARCH
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Leading
Ambiguous
Unanswerable
Two questions in one
Non-exhaustive question
Non-mutually exclusive
answers
Lars Perner, Instructor
6
The Pentagon Declares War on Rush
Limbaugh: Misleading Research
Survey found that only 4.8%
of listeners to the Armed
Forces Radio Network
wanted to listen to “the
biggest hawk there is.”
How could a survey be made
to get these results?
Being on the watch for
misleading surveys.
MKTG 370
MARKETING RESEARCH
Lars Perner, Instructor
7
Experimentation
Subjects in different
groups treated
differently
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E.g., for some, “target”
product is given better
shelf space
E.g., some get coupon
Can help isolate causes
Subject is biased by
questions—does not
know how others are
treated
MKTG 370
MARKETING RESEARCH
Lars Perner, Instructor
8
My Simulated Store…
A shopper in the everyday low price condition…
MKTG 370
MARKETING RESEARCH
Lars Perner, Instructor
9
Observation
Looking at consumes in the
field—e.g.,
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MKTG 370
Searching for product category
area
Number of products inspected
and time spent on each
Involvement of others
Behavior under limiting
circumstances (e.g., time
constraints)
MARKETING RESEARCH
Lars Perner, Instructor
10
Focus Groups
Groups of 8-12
consumers
assembled
Start out talking
generally about
context of product
Gradually focus in
on actual product
MKTG 370
MARKETING RESEARCH
Lars Perner, Instructor
11
In-depth interviews
Structured vs.
unstructured
interviews
Generalizing to
other consumers
Biases
MKTG 370
MARKETING RESEARCH
Lars Perner, Instructor
12
Projective Techniques
Measurement of
attitudes consumers
are unwilling to
express
Consumer discusses
what other
consumer might
think, feel, or do
MKTG 370
MARKETING RESEARCH
Lars Perner, Instructor
13
Scanner Data
“Household Panel” members agree to
present card at purchase to link
demographics and media exposure
Possible to correlate conditions with
purchases made:
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MKTG 370
Demographics
Exposure to advertising; number of
exposures
Sales promotion, premium, special display,
special conditions for competing brand
Past purchasing behavior
MARKETING RESEARCH
Lars Perner, Instructor
14