marketing research process chapter 29. what factors influence restaurants to add low fat menu items?...
TRANSCRIPT
What factors influence restaurants to add low fat menu items?
How can they determine success of items?
Journal Entry
Steps in the MR Process
1. Defining the problem
2. Obtaining data– Primary
– Secondary
3. Analyzing the data
4. Recommending solutions to the problem
5. Applying the results
Step 1: Defining the Problem
• Business clearly identifies problem or issue & the information that is necessary to solve
• Ex. Sales are declining obtain info on who is buying product, competitors, & why customers stopped buying products
Objectives
• Used to develop research questions
• Objections & questions must correlate
• Ex. Objective: Determine Guest Satisfaction
• On a scale of 1 to 5 (5 being excellent, how would you rate the resort facilities?
Step 2: Obtaining Data
• Data (facts) collected and examined in terms of problem(s) being studied
• Two types of data: – Primary – Secondary
What is primary and secondary data?
• Primary Data: collected 1st time by researcher; specifically for research project; new data gathered to help solve the problem at hand.
• Secondary Data: Published accessible data from a variety of sources for research and other purposes
• Data collected for another purpose, but may be reanalyzed in a subsequent study
How do you Obtain•Individual company research•Commercial research•Nielson, Arbitron, MR firm etc.
How do you Obtain•Internal Sources (within company•External Sources (gov’t, business journals, library, trade publications)
Advantages•Specific to your study•First hand information•May get money if successful and someone else buys research
Advantages•Obtained quickly•Purchased from info companies•Less expensive
Disadvantages•Takes long to obtain•Expensive•More work involved
Disadvantages•Existing data may not be suitable or available•Data may be dated (census every 10 years)
Primary Data Secondary Data
Survey Method
• Information gathered directly through survey• Most used method• Sample: a part of the target populations that
is assumed to represent the entire population– Size depends on money and time– Larger the sample more accurate the results
Data collection instruments
• Personal interview: face-to-face
• Focus group: 8-12 people who evaluate product/service/ads with moderator
• Telephone interview
• Mail survey
• Internet Survey
Type of Collection
Description Advantages Disadvantages
Personal
Interview
Face-to-face questioning
People prefer to talk to you not write
expensive
Focus
Group
8-12 people with
moderator
People prefer to talk
Expensive; only as good as leader
Telephone
Interview
Calling to give survey on phone
Quick, efficient, inexpensive
Many unwilling to respond on phone
Mail Survey Sending survey by mail
Inexpensive, reach large audience
10-20% return rate
Internet-
Computer
Survey
Web polls, invitation only, discussion groups
Quick, eliminate data entry
Limited to individuals who have web access
Observation Method
• Actions of people are observed & recorded
• Get information about customer behavior & preferences
• View the interaction between customers & employees
• If observation is properly performed, results are often better then survey technique
• What people actually do is usually better than what they SAY they will do!
• Cannot measure attitude; only provides info on what person does, not WHY they do it
Observations can be…
Point of Sale Research: Observe shoppers for specific patterns and then approach to ask questions when finished
Combines natural observation with personal interviews
Experimental Method
• Researchers observe under controlled conditions
• Change 1 or more variables & keep others constant
• Used for new package design, new promotions, media usage
• Used least often & costly• People respond different in
controlled situations• Research less valuable
Step 3: Analyzing the Data
• Data Analysis: compiling, analyzing, and interpreting of the results of primary and secondary data collection
Step 4: Recommending Solutions to the Problem
• Successful research results in information that helps managers make decisions about problems
• Conclusions drawn from research are usually present at report
Step 5: Applying the Results
• If data gathered does not help answer questions, results are inconclusive and more research is needed
• If data gathered does help, recommendations are acted on and monitored
Constructing the Questionnaire they should have…
• Validity: when the questions asked measure what was intended to be measured– All questions should relate to problem at
hand
• Reliability: research technique produces nearly identical results in repeated trials– Question should ask same type of
information of all respondents
Writing Questions
• Open-ended: respondents construct own response• Forced-choice questions: choose answer from
possibilities given on questionnaire– Yes/no questions– Multiple choice– Rating scale– Level of agreement– Closed-ended– Partially closed ended– Belief– Attitude
Guidelines for Writing Questions
• Clear and brief
• Clear directions• Use same rating
scale
• Should have different types of questions– MC, T/F, Y/N, open
• Good visual appearance
• Items numbered
• No more than one page