Download Chapter 9 DSS & Marketing Research

9
Marketing Research
Dr. Close
Role of Research
• Defined as:
– “the planning, collecting, and analyzing information to improve
marketing decisions.”
• A decision Support System (DSS)
• Keep isolated marketing managers in touch with markets.
• What’s hot? What’s not?
• DSS: Interactive, flexible, discovery-oriented & accessible
• Create customer profiles via database marketing
Marketing Research
• Scientific Method:
– Is the objective and orderly process for testing ideas
about relationships between variable(s).
– Hypothesis is an educated guess about relationship
between variables (if a, then b).
– Is this the best way to understand consumers?
Marketing Research
• Ethics (politicians find “weak” spots)
– Withhold info: ads, phone-in poll, what else?
– Privacy: “war on debt faith gift”
– “Fake” surveys: telemarketer
– Any other examples?
– Internet examples?
Marketing Research Steps
1. Identify the problems (or opportunity)
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Is the most difficult and important (Cingular
wireless: product failures: cast about reasons:
lack of image; $300 million BBDO)
Book: often outside specialists must understand
situation.
Budget constraints an issue.
Research Brings New Ideas
Marketing Research Steps
2. Plan Research Design & Collect
Data
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Quick and cost effective (eliminates need)
Secondary data (Vans: law; skatepark)
– Information already collected and or published
– Study information already available
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End: decide if information is still needed
If so, conduct a new, original (primary) research
study
Market research is what I do almost every day!
How the Internet has Changed
Secondary and Primary Data
Collection Methods
Marketing Research Steps
Plan to gather data: surveys
2b. If primary data, have to collect data
yourself
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Questioning: survey (Scales)
– Set of questions to collect information directly from
subjects (open or closed ended)
– Self administer or in person (at events, malls)
– Problem: low response rates 10% is good, 36% diss)
– Problem (from low response): representative
– Online surveys
(zoomerang.com.surveymonkey.com)
Marketing Research
Marketing Research Process
Plan to gather data: novel methods
2b. Depth interviews
• Observing “you can observe a lot, just be looking”
• Advantage: natural inquiry (kids), and gather information
without influencing customers.
• What about disadvantages??
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“Mystery shoppers” (what are examples??)
Scanner data: collect buying information (unlimited use)
Netnography/ethnography
Online/focus groups/
Marketing Research
Plan to gather data: experiments
2b. Data
• Experimenting
– Two similar groups
» Differ on one item of importance
» Hold all else constant
– Advantage: causation (Eckerd; 20 stores; POP; Atkins
death)
– Disadvantage: naturalism (is it so fake?) LeSportsac vs
K-Mart
– Look on the back of a prescription drug print ad….that is
an experiment
Impression of K-Mart?
How would you research
consumers
Marketing Research Steps
5. Analyse/Interpret data
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Solve with statistics
Issues:
– Reliability: consistency (same result in repeated trials;
scale for weight)
– Validity: measure what you intend to (accurate
standardized tests
– Statistical software assists you
SPSS vs. SAS
Marketing Research Steps
5. Analyze the data (not just interesting)
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Run cross-tabs
Hypothesis testing
Association Measures
Regression Analysis
Structural Equation Models
Marketing Research
6. Prepare/Present Report or Manuscript
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Solve objectives clearly
Search for the “better question” (ask about food
quality in dining hall; everyone talks about price or
location)
Tailor to audience (executive or expert scholars
7. Follow up
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How could your improve?
Was a decision made based on your study?
Build a relationship
Summary
• Read: Uses of Internet in marketing
information
• Know the steps and methods (surveys,
experiments, observations, etc.)
• Others:
– Define research
– Purpose of research
– Qualitative v/s Quantitative
• Any questions??