marketing research slides

8/12/2019 Marketing Research slides

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Conducting

Marketing Research and

Forecasting Demand

Market ing Management, 13thed

4


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Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 4-3

What is Marketing Research?

Marketing researchis the systematic

design, collection, analysis, and

reporting of data and findings relevant

to a specific marketing situation facing

the company.


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Types of Marketing Research Firms

Syndicated service

Custom

Specialty-line


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The Marketing Research Process

Define the problem

Develop research plan

Collect information

Analyze information

Present findings

Make decision


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Step 1: Define the Problem

Define the problem

Specify decision alternatives State research objectives


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Step 2: Develop the Research Plan

Data sources

Research approach

Research instruments

Sampling plan

Contact methods


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Research Approaches

Observation

Ethnographic

Focus group

Survey

Behavioral data

Experimentation


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Research Instruments

Questionnaires

Qualitative Measures

Technological Devices


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Questionnaire Dos and Donts

Ensure questions are

free of bias

Make questions simple

Make questions specific Avoid jargon

Avoid sophisticated

words

Avoid ambiguous words

Avoid negatives

Avoid hypotheticals

Avoid words that could

be misheard Use response bands

Use mutually exclusive

categories

Allow for other in fixedresponse questions


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Question Types - Dichotomous

In arranging this trip, did you contact

American Airlines?

Yes No


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Question TypesMultiple Choice

With whom are you traveling on this trip?

No one

SpouseSpouse and children

Children only

Business associates/friends/relatives

An organized tour group


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Question TypesLikert Scale

Indicate your level of agreement with the

following statement: Small airlines generally give

better service than large ones.

Strongly disagree

Disagree

Neither agree nor disagree

Agree

Strongly agree


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Question TypesSemantic Differential

American Airlines

Large ....Small

Experienced..Inexperienced

Modern...Old-fashioned


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Question TypesImportance Scale

Airline food service is _____ to me.

Extremely important

Very important

Somewhat important

Not very important

Not at all important


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Question TypesRating Scale

American Airlines food service is _____.

Excellent

Very good

Good

Fair

Poor


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Question Types

Intention to Buy Scale

How likely are you to purchase tickets on

American Airlines if in-flight Internet access

were available?

Definitely buy

Probably buy

Not sure

Probably not buy

Definitely not buy


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Question Types

Completely Unstructured

What is your opinion of American Airlines?


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Question Types

Word Association

What is the first word that comes to your mind

when you hear the following?

Airline ________________________

American _____________________

Travel ________________________


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Question Types

Sentence Completion

When I choose an airline, the most important

consideration in my decision is:

_____________________________________

__________________________________________________________________________

_____________________________________

_____________________________________

_______________________________________________________.


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Question Types

Story Completion

I flew American a few days ago. I noticed that

the exterior and interior of the plane had very

bright colors. This aroused in me the following

thoughts and feelings. Now complete the story._______________________________________

_______________________________________

_______________________________________

______________________________________________________________________________

_______________________________________


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Question Types

Picture (Empty Balloons)


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Qualitative Measures

Word association

Projective techniques

Visualization Brand personification

Laddering


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Technological Devices

Galvanometers: Measure interest or emotionaroused by exposure to a specific ad or picture

Tachistoscope: flashes an ad with exposure interval

Eye cameras: where does the eye lands first?

Audiometers

GPS


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Sampling Plan

Sampling unit: Who is to be surveyed?

Sample size: How many people should be

surveyed? Sampling procedure: How should the

respondents be chosen?


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Contact Methods

Mail questionnaire

Telephone interview

Personal interview Online interview


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Pros and Cons of Online Research

Advantages

Inexpensive

Fast

Accuracy of data,

even for sensitive

questions

Versatility

Disadvantages

Small samples

Skewed samples

Technological

problems

Inconsistencies

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