chapter 4 conducting marketing research casido

Conducting Marketing Research

Chapter 4

Reyn Casido | February 28, 2017

Conducting Marketing Research

#MarketingResearch#TheMarketingResearchProcess#CharacteristicsOfGoodMarketingResearch#MarketingMetrics#MarketingMixModels

#MarketingResearch

systematic design

collection analysis reporting of data and findings

specific marketing situation facing the company

#TheMarketingResearchProcess

1. Define the problem 2. Develop research plan 3. Collect information

5. Make decision4. Present findings

#TheMarketingResearchProcess

Observation

Survey research

Behavioral data Experimental

Research Approaches

Focus Group

#TheMarketingResearchProcess

Research Instrumentsquestionnaires

qualitative measures

technological devices

word association

projective techniques

brand personification

visualization

laddering

#TheMarketingResearchProcess

Sampling Plan1. Sampling unit: Whom should we survey?

2. Sample size: How many people should we survey?

3. Sampling procedure: How should we choose our respondents?

mail telephone personal interview online

#TheMarketingResearchProcess

Contact Methods

#CharacteristicsOfGoodMarketingResearch

scientific method

research creativity

multiple methods

interdependence

value and cost of information

healthy skepticism

ethical marketing

#MarketingMetricsset of measures

quantify

compare

interpret

Marketing performance

#MarketingMixModels

to estimate causal relationships and

to measure how marketing activity affects outcomes

Conducting Marketing Research

#MarketingResearch#TheMarketingResearchProcess#CharacteristicsOfGoodMarketingResearch#MarketingMetrics#MarketingMixModels