Marketing Research

Marketing Info. System

• Secondary data: Information collected for another purpose which already exists.

• Primary data: Information collected for the specific purpose at hand

Marketing Info. System• Secondary data sources:

– Government information– Internal, commercial, and

online databases– Publications

• Advantages:– Obtained quickly– Less expensive than

primary data• Disadvantages:

– Information may not exist or may not be usable.

• Secondary data• Primary data

Types of DataTypes of Data

Evaluate the Following When Evaluate the Following When Judging Data QualityJudging Data Quality

Marketing Info. System

• Relevance• Accuracy

• Currency

Questionnaire Development Process

Steps in a Questionnaire Development Process

Pre-design activities Design activities Post-design activities

Determine Survey

Objectives

Decide Data Collection Methods

Question

Development

Question Evaluation

by Researcher and by Client

Pretest the Questionna

ire

Revise, Finalize,

Gather Data Using the Question-

naire

Tabulate and Analyze Data and Finalize

Report

Addressing Non-Sampling Error

• How do We Get People to Complete Our Surveys and Provide us with Good Information ??

Non-SamplingError

Non-ResponseError

Response orField Error

MAJOR CONCLUSIONSampling Error is Very Minor When Compared

to Non-Sampling ErrorSampling Error - 5 % of Total Error

Non-Sampling Error - 95% of Total Error

Sources of Non-Sampling Error

TOTALERROR

SAMPLINGERROR

NON-SAMPLINGERROR

NON-RESPONSE

FIELD DATA COLLECTION

OFFICEPROCESSING

NON-CONTACT

REFUSALS

INTERVIEWBIAS

EDITINGCODING

ANALYSES

NOT AT HOMECAN’T LOCATE

EXPLICITSENSITIVE TOPICOVERBURDENING

IMPLICITLACK OF

MOTIVATION

Gathering Primary Data: Quantitative and Qualitative Research

– Qualitative vs. Quantitative• Quantitative research – more structured type of

questions to a large number of respondents

• Qualitative research - open ended questions that reflect an individual’s thoughts, philosophies or feelings. (Exploratory survey, personal values, purchase motivations)

• Indirect interviewing

Primary Research Methods

• Surveys• Experimentation• Observation• Focus groups• In-depth interviews• Projective techniques

Surveys• Planned questions

– Open-ended– Closed-ended

• Forms– Mail– Telephone– Mall Intercept– Internet/Computer– Comp. Assist. Teleph.

Interv.– Personal– Purchase Intercept

Technique

• Problem questions

– Leading– Ambiguous– Unanswerable (Don’t

know, forgotten)– Two questions in one– Non-exhaustive

question

Observation (sometimes only method)

– Observation research using people or machines• Mystery shoppers, traffic counters, web site

“cookies”, physical traces, are some examples.

• Structured/Unstructured• Indirect (Kitchen Audit)

– Discovers behavior but not motivations.

Person administered surveys I 1. Direct, face-to-face Interview: • Interviewer and interviewee see and talk to each other

face-to-face. Includes– In-home/In-office Interview

• Appointment first, • Face to face Interview

– Mall Intercept Interview (Stop, Qualify)• Interview outside home, in supermarkets, departmental

stores, other public places

Face to face interview

• Advantages– Direct interaction– Clarity and display of

exhibits– Better quality and

quantity of data– Higher response rate– Identifying

respondents– Unstructured

• Disadvantages

– High cost– Longer time– Anonymity not

maintained– Interviewer cheating

Person Administered Surveys II

2. Indirect, non- face-to-face Interview:• The interviewer and the interviewee do not see

but talk direct to each other.

– CATI

– Telephone Interview

Telephone Interview

• Advantages– Faster Results– Inexpensive– Better geographical

coverage– Reaching hard-to-reach

people– Timing: early or late OK– Privacy and better control– Coincidental data:

immediate feedback.

• Disadvantages

– No exhibits– Long interview not

possible– Answering machines and

caller identification device– Sampling problem

• Obsolete directory: poor sampling frame

• Voluntary unlisting

Self-administered surveys

Mail Survey• Advantages

– Wide geographical coverage– Providing thoughtful

answers– Ability to ask sensitive

questions– No interviewer bias– Inexpensive– Anonymity– Clarity

• Disadvantages– Mailing list problem– Postal delivery problem– Data limitation– No interviewer assistance

• no exhibits– Assumed literacy– Poor response rate– Longer time– Problem with complex

questionnaire, e.g. with skip instructions

A questionnaire --Is the question necessary

• Data collection instrument used for gathering data;

• A formalized schedule of an assembly of carefully formulated questions;

• Six important functions– Converts research objectives

into specific questions– Standardizes the questions– Keeps respondents motivated

to complete the research– Serve as a permanent record– Speed-up the process of data

analysis

Advantages and disadvantages of Open-ended Questions

Advantages Since they do not restrict the

respondent’s response, the widest scope of response can be attained.

Most appropriate where the range of possible responses is broad, or cannot be predetermined.

• Responses may often be used as direct quotes to bring realism and life to the written report.

Disadvantages Inappropriate for self-administered

questionnaire since people tend to write more briefly than they speak.

The interviewer may only record a summary of the responses given by an interview and fail to capture the the interviewer’s own ideas.

It is difficult to categorize and summarize the diverse responses of different respondents.

Huge time and cost of coding May annoy a respondent and

prompt him/her to terminate the interview, or ignore the mail questionnaire.

Advantages and Disadvantages of Closed-ended Questions

ADVANTAGES All respondents reply on a

standard response set. This ensures comparability of responses, facilitates coding, tabulating and interpreting the data.

Easier to administer and most suited for self-administered questionnaire.

If used in interviews, less skilled interviewer may be engaged to do the job.

DISADVANTAGES Preparing the list of

responses is time-consuming.

If the list of responses is long, the respondents may be confused.

If the list of responses is not comprehensive, responses may often fail to represent the respondent’s point of views.

Phrasing and Sequencing of Questions

PHRASING• Ask precise questions

using respondent’s core vocabulary

• Avoid – use of vague words– asking leading or loaded

questions– double barreled questions– Biased frame– Odd/even? (otherwise resp.

may mark midpt. Even if no opinion-distort measures of central tendency).

SEQUENCING • Start with simple opening

questions• Place

– broad-based questions first; – more specific and narrow

questions and difficult, sensitive, embarrassing questions should come later(Funnel approach)

– Classification questions last.• Transition from one topic to

another should be smooth• State assumptions

Depth Interviews• Focus Group – New product concepts, positioning,

advertising research, behaviour determination – moderator might shift topics too rapidly, encourage certain

answers, peer pressure, locational problems, too vocal people, participants may differ from those who don’t

• One-on-ones (no prespecified ordered set of questions, freedom to create question, can probe responses that appear relevant, latitude to air their views, detailed probing of individual’s attitudes, confidential nature of subject matter, emotionally charged matter, no need to conform to a group, complicated decision making patterns)– V. high interviewer effects, time consuming

• Symbolic Questioning– Beer & Skimmed Milk– Beer & wine

• Detailed probing – complex, step-by-step decision making patterns (buying a flat)

• Confidential subjects- personal investments• Socially acceptable norms

– M. Lynch (Bullish on America vs. High returns; wouldn’t come out in focus groups)

Projective techniques (emotional response to

ads, products, usage, generate hypotheses)•Association techniques - Word association – free /successive•Completion techniques•Story completion•Cartoon techniques, Role playing, Third person technique (Instant coffee)Problems: Personal interviews with highly trained interviewers…expensive, leads to small sample sizes and therefore nonprobability selection procedures, people feel shy, possibility of interpreter bias

Other Error Sources

• Short Term Characteristics• Situational characteristics• Interviewer effects• Normative questions• Prestige questions• Questionnaire length

Techniques for GeneratingHigher Response Rates

Preliminary or Advance Notification Persuasion Follow-ups Appeals Personalization Assurances of anonymity Incentives Sponsor of survey

FIELD CONTROLS: To minimise errors during the actual collection of data

• Monitoring …. The observation of field work

• Validation…. Important in survey research to control interviewer cheating

• Interviewer code• Time & result of each contact attempt to be

recorded

Editing• Missing Data –

– Exclude the respondent (if sample size large and unsatisfactory responses small)

– Assign average values– Recontact the respondent (Easier in b2b- small sample

size, respondents easily identifiable)– Impute (income based on occupation)– Recontact subsample of respondents– Politz-Simmons

• Ambiguous data – guess which answer is correct based on other responses in the questionnaire, discard the questionnaire, treat both answers as missing data, recontact the respondent

Field work• Pretest the questionnaire• Selection of field workers

– Similar to respondent– Good speaking & listening skills– Good reading & writing skills (college education)– Experienced (not accepting refusals/ don’t knows,

knows how to probe, fill quotas of respondents)• Training of field workers• Recording the answers• Alleviate confidentiality concerns/ethical issues• Supervision • Evaluation of field workers

Gender & Internet usageGender

Internet usage

Male Female Row total

Light (<5 hours)

5 (33.3%)

10 (66.7%)

15

Heavy (> 5 hours)

10 (66.7%)

5 (33.3%)

15

Column Total

15 15

Purchase of Fashion Clothing & Marital StatusMarital Status

Purchase of

Fashion Clothing

Married Unmarried

High 31% 52%

Low 69% 48%

100% 100%

No. of Respondents

700 300

Purchase of Fashion Clothing by Marital Status and Sex

Purchase of Fashion Clothing

Male FemaleHigh M U M U

35% 40% 25% 60%Low 65% 60% 75% 40%

100% 100% 100% 100%

400 120 300 180Effect is more pronounced in females

International Marketing Research

Data Collection Issues• Lack of of comparable data among countries• Absence of secondary data in general• Difficulties gathering primary data in a

country not your own• Differences in definitions and data collection

methods• Problem with classification differences (urban)

International Marketing Research

If conducting your own research:

•Subscribe to newspaper

•Personally visit country

•Attend trade fairs

•Exploratory study

•Test Marketing

Research in LDCs

• Unavailable/inaccurate secondary data:– Much data on Asian markets are either non-existent, difficult to

obtain or unreliable. For example, in many Asian countries consumers’ income estimates are inaccurate since they omit the unreported or underreported income.

• Problem with primary data– Survey research suffers from lack of sampling frame; shortage of

qualified researchers/interviewers; respondents’ unfamiliarity with research and lack of trust on researchers; less than truthful responses; and other cultural idiosyncrasies.

– Poor postal and telephone system; poor rate of literacy of respondents; high rate of change and political instability etc.

• The nature and magnitude of problems vary from country to country.

• List of residents – nonexistent, inaccurate

• No street names,; houses have no numbers

• Utility company lists may not be accurate

• Japan - official resident list use restricted

• May not be able to use same sampling method across all countries- random (USA); judgmental (India)

• Non response –

– Refusal to respond – Women in Middle East won’t give interviews in husbands’ absence, suspicious of strangers (tax inspectors)

– Callback may be quite difficult –poor roads, lighting and high crime rate, poor telephone service

• Observation – Useful, esp. in countries where with certain classes surveys cannot be used

– Toyota observed how closely cars were parked– Door mechanism that also opens the trunk

• Local observers (may fail to notice school uniforms)

• American observer – Can draw wrong conclusion

• Need to properly train observers so a sto notice desired details systematically

• Use observers of various backgrounds to cover each others blind spots

• Learn about competitors by observing

Questioning• Personal interview – problem if too many local

languages

• Mail survey – Scarcity of good mailing lists; Illiteracy; Poor postal service

• Telephone survey – Often telephone owners belong to the higher-income groups, thus untypical of the larger population; poor phone service

• Conceptual Equivalence

• Functional equivalence

• Definitional/Classification equivalence

• Scale – balanced? Lower-point scale?

Linguistic Equivalence

• Methods used to minimise errors in translation– Back translation– Parallel translation

• Measurement Timing – seasonal factors, product life-cycle stage

• Internal & External Validity

Other important Points– C. Problems in Analyzing and Interpreting Research

Information• Researcher must have the following to avoid incorrect

interpretations of the research data– Be culturally adept and sensitive to differences– Be able to adapt research results appropriately– Be skeptical in handling both primary and secondary data

– D. Who is responsible for conducting Marketing Research

• Assigned by company (department or division or agent) • Local analysts (decentralized)• Best approach is to have local researchers with close

coordination between local research company and headqrts.

Factor Analysis

Factor Analysis

• A data reduction technique designed to represent a wide range of attributes on a smaller number of dimensions.

Factor Analysis

• For example, suppose that a bank asked a large number of questions about a given branch. Consider how the following characteristics might be more parsimoniously represented by just a few constructs (factors).

Factor Analysis

Factor Analysis

- Benefits include: (1) a more concise representation of the marketing situation and hence communication may be enhanced; (2) fewer questions may be required on future surveys  - Ideally, interval data (e.g., a rating on a 7 point scale), regarding the perceptions of consumers are required regarding a number of features, such as those noted above for the bank are gathered.

Measurement and Scaling

Measurement means assigning numbers or other symbols to characteristics of objects according to certain prespecified rules.

Scaling involves creating a continuum upon which measured objects are located.

 

7 38

Primary Scales of MeasurementScaleNominal Numbers

Assigned to Runners

Ordinal Rank Orderof Winners

Interval PerformanceRating on a

0 to 10 Scale

Ratio Time to Finish, in

Seconds

Thirdplace

Secondplace

Firstplace

Finish

Finish

8.2 9.1 9.6

15.2 14.1 13.4

Primary Scales of MeasurementNominal Scale

• The numbers serve only as labels or tags for identifying and classifying objects.

• When used for identification, there is a strict one-to-one correspondence between the numbers and the objects.

• The numbers do not reflect the amount of the characteristic possessed by the objects.

Illustration of Primary Scales of Measurement

Nominal Ordinal RatioScale Scale Scale

Preference $ spent last No. Store Rankings 3 months

1. Lord & Taylor2. Macy’s3. Kmart4. Rich’s5. J.C. Penney 6. Neiman Marcus 7. Target 8. Saks Fifth Avenue 9. Sears 10.Wal-Mart

IntervalScale Preference Ratings1-7

7 79 5 02 25 7 2008 82 4 03 30 6 1001 10 7 2505 53 5 359 95 4 06 61 5 1004 45 6 010 115 2 10

Primary Scales of MeasurementOrdinal Scale

• A ranking scale in which numbers are assigned to objects to indicate the relative extent to which the objects possess some characteristic.

• Can determine whether an object has more or less of a characteristic than some other object, but not how much more or less.

Primary Scales of MeasurementInterval Scale

• Numerically equal distances on the scale represent equal values in the characteristic being measured.

• It permits comparison of the differences between objects.

A Classification of Scaling Techniques

Likert Semantic Differential

Stapel

Scaling Techniques

NoncomparativeScales

Comparative Scales

Paired Comparison

Rank Order

Constant Sum

Q-Sort and Other Procedures

Continuous Rating Scales

Itemized Rating Scales

A Comparison of Scaling Techniques

• Comparative scales involve the direct comparison of stimulus objects. Comparative scale data must be interpreted in relative terms and have only ordinal or rank order properties.

 • In noncomparative scales, each object is scaled

independently of the others in the stimulus set. The resulting data are generally assumed to be interval or ratio scaled.

Comparative Scaling TechniquesPaired Comparison Scaling

• A respondent is presented with two objects and asked to select one according to some criterion.

• The data obtained are ordinal in nature. • Paired comparison scaling is the most widely used

comparative scaling technique.

Paired Comparison SellingThe most common method of taste testing is paired comparison. The consumer is asked to sample two different products and select the one with the most appealing taste. The test is done in private and a minimum of 1,000 responses is considered an adequate sample. A blind taste test for a soft drink, where imagery, self-perception and brand reputation are very important factors in the consumer’s purchasing decision, may not be a good indicator of performance in the marketplace. The introduction of New Coke illustrates this point. New Coke was heavily favored in blind paired comparison taste tests, but its introduction was less than successful, because image plays a major role in the purchase of Coke.

A paired comparison taste test

Comparative Scaling TechniquesRank Order Scaling

• Respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion.

• It is possible that the respondent may dislike the brand ranked 1 in an absolute sense.

• Furthermore, rank order scaling also results in ordinal data.

Brand Rank Order1. Crest _________ 2. Colgate _________

3. Aim _________ 4. Gleem _________ 5. Macleans _________ 6. Ultra Brite _________

7. Close Up _________ 8. Pepsodent _________ 9. Plus White _________ 10. Stripe _________

Preference for Toothpaste Brands Using Rank Order Scaling

Form Average Responses of Three Segments Attribute Segment I Segment II Segment III1. Mildness2. Lather 3. Shrinkage 4. Price 5. Fragrance 6. Packaging 7. Moisturizing 8. Cleaning Power

Sum

8 2 4 2 4 17 3 9 7

53 17 9 9 0 19 7 5 9 5 3 20

13 60 15 100 100 100

Importance of Bathing Soap AttributesUsing a Constant Sum Scale

Noncomparative Scaling Techniques

• Respondents evaluate only one object at a time, and for this reason noncomparative scales are often referred to as monadic scales.

• Noncomparative techniques consist of continuous and itemized rating scales.

Continuous Rating ScaleRespondents rate the objects by placing a mark at the appropriate

position on a line that runs from one extreme of the criterion variable to the other.The form of the continuous scale may vary considerably. How would you rate Sears as a department store?Version 1Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Probably the best Version 2Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - Probably the best0 10 20 30 40 50 60 70 80 90 100 Version 3

Very bad Neither good Very good nor bad

Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - -Probably the best0 10 20 30 40 50 60 70 80 90 100

Itemized Rating Scales

• The respondents are provided with a scale that has a number or brief description associated with each category.

• The categories are ordered in terms of scale position, and the respondents are required to select the specified category that best describes the object being rated.

• The commonly used itemized rating scales are the Likert, semantic differential, and Stapel scales.

Likert ScaleThe Likert scale requires the respondents to indicate a

degree of agreement or disagreement with each of a series of statements about the stimulus objects.

 Strongly Disagree Neither Agree Strongly disagree agree nor agreedisagree

 1. Sears sells high quality merchandise. 1 2X 3 4 5 2. Sears has poor in-store service. 1 2X 3 4 5 3. I like to shop at Sears. 1 2 3X 4 5 

Semantic Differential ScaleThe semantic differential is a seven-point rating scale with end points associated with bipolar labels that have semantic meaning.  

SEARS IS:Powerful --:--:--:--:-X-:--:--: WeakUnreliable --:--:--:--:--:-X-:--: ReliableModern --:--:--:--:--:--:-X-: Old-fashioned

• The negative adjective or phrase sometimes appears at the left side of the scale and sometimes at the right.

• This controls the tendency of some respondents, particularly those with very positive or very negative attitudes, to mark the right- or left-hand sides without reading the labels.

• Individual items on a semantic differential scale may be scored on either a -3 to +3 or a 1 to 7 scale.

A Semantic Differential Scale for Measuring Self- Concepts, Person Concepts, and Product

Concepts 1) Rugged :---:---:---:---:---:---:---: Delicate 2) Excitable :---:---:---:---:---:---:---: Calm 3) Uncomfortable :---:---:---:---:---:---:---: Comfortable 4) Dominating :---:---:---:---:---:---:---: Submissive 5) Thrifty :---:---:---:---:---:---:---: Indulgent 6) Pleasant :---:---:---:---:---:---:---: Unpleasant 7) Contemporary :---:---:---:---:---:---:---: Obsolete 8) Organized :---:---:---:---:---:---:---: Unorganized 9) Rational :---:---:---:---:---:---:---: Emotional 10) Youthful :---:---:---:---:---:---:---: Mature 11) Formal :---:---:---:---:---:---:---: Informal 12) Orthodox :---:---:---:---:---:---:---: Liberal 13) Complex :---:---:---:---:---:---:---: Simple 14) Colorless :---:---:---:---:---:---:---: Colorful15) Modest :---:---:---:---:---:---:---: Vain

Stapel ScaleThe Stapel scale is a unipolar rating scale with ten categoriesnumbered from -5 to +5, without a neutral point (zero). This scaleis usually presented vertically.  

SEARS 

+5 +5+4 +4+3 +3+2 +2X+1 +1

HIGH QUALITY POOR SERVICE-1 -1-2 -2-3 -3-4X -4-5 -5

The data obtained by using a Stapel scale can be analyzed in thesame way as semantic differential data.

Summary of Itemized Scale Decisions

1) Number of categories Although there is no single, optimal number,traditional guidelines suggest that thereshould be between five and nine categories

2) Balanced vs. unbalanced In general, the scale should be balanced toobtain objective data

3) Odd/even no. of categories If a neutral or indifferent scale response ispossible from at least some of the respondents,an odd number of categories should be used

4) Forced vs. non-forced In situations where the respondents areexpected to have no opinion, the accuracy ofthe data may be improved by a non-forced scale

5) Verbal description An argument can be made for labeling all ormany scale categories. The category

descriptions should be located as close to theresponse categories as possible

6) Physical form A number of options should be tried and thebest selected

Jovan Musk for Men is Jovan Musk for Men is Extremely good Extremely good Very good Very good Good Good Bad Somewhat goodVery bad Bad Extremely bad Very bad

Balanced and Unbalanced Scales

A variety of scale configurations may be employed to measure thegentleness of Cheer detergent. Some examples include:Cheer detergent is: 1) Very harsh --- --- --- --- --- --- --- Very gentle

2) Very harsh 1 2 3 4 5 6 7 Very gentle

3) . Very harsh . .

. Neither harsh nor gentle . . . Very gentle

4) ____ ____ ____ ____ ____ ____ ____ Very Harsh Somewhat Neither harsh Somewhat Gentle Very harsh Harsh nor gentle gentle gentle

5) Very Neither harsh Very

harsh nor gentle gentle

Rating Scale ConfigurationsFigure 9.2

-3 -1 0 +1 +2-2 +3

Cheer

Thermometer ScaleInstructions: Please indicate how much you like McDonald’s hamburgers by coloring in the thermometer. Start at the bottom and color up to the temperature level that best indicates how strong your preference is. Form:

Smiling Face Scale Instructions: Please point to the face that shows how much you like the Barbie Doll. If you do not like the Barbie Doll at all, you would point to Face 1. If you liked it very much, you would point to Face 5. Form:

1 2 3 4 5

Like very much

Dislike very much

100 75 50 25 0

Some Unique Rating Scale Configurations

Profile analysis of a beer brand images

(source: William A. Mindak, “Fitting the Semantic Differential of the Marketing Problem”, JM April 1962 p. 28-33)

Profile analysis

Just another beer

Not relaxing

Lots of aftertaste

Weak

Not aged a long time

Not really refreshing

Heavy feeling

Ordinary flavor

Waterly looking

Something special

Relaxing

Little aftertaste

Strong

Aged a long time

Really refreshing

Light feeling

Distinctive flavor

Not waterly looking

Brand xBrand YBrandZ

A Semantic Differential for Two Furniture Stores

Summated Scaling: LikertITEMS Strongly

AgreeAgree Neutral Disagree Strongly

Disagree

The primary use of forests should be for products that are useful to humans

1 2 3 4 5

Forest resources can be improved through human management

1 2 3 4 5

Forests should be used primarily for timber and wood products

1 2 3 4 5

We should actively harvest more trees to meet the needs of a much larger human population

1 2 3 4 5

Plants and animals exist primarily for human use 1 2 3 4 5

Humans should have more love, respect, and admiration for forests

1 2 3 4 5

Forests have a right to exist for their own sake 1 2 3 4 5

Wildlife, plants, and humans have equal rights to live and develop

1 2 3 4 5

Summated Scaling: LikertStrongly

AgreeAgree Neutral Disagree Strongly

Disagree

The primary use of forests should be for products that are useful to humans

1 2 3 4 5

Forest resources can be improved through human management

1 2 3 4 5

Forests should be used primarily for timber and wood products

1 2 3 4 5

We should actively harvest more trees to meet the needs of a much larger human population

1 2 3 4 5

Plants and animals exist primarily for human use 1 2 3 4 5

Humans should have more love, respect, and admiration for forests

1 2 3 4 5

Forests have a right to exist for their own sake 1 2 3 4 5

Wildlife, plants, and humans have equal rights to live and develop

1 2 3 4 5

Summated Scaling: LikertOriginal Score

Item 1 2

Item 2 1

Item 3 2

Item 4 2

Item 5 1

Item 6 4

Item 7 5

Item 8 4

Scale Score 21

Recoded Score

4

5

4

4

5

4

5

4

35

Summated Scaling: Likert

Person Scale Score Interpretation

1 5 Highly biocentric

2 13 Biocentric

3 29 Anthropocentric

4 38 Highly anthropocentric

Differences between Industrial and Consumer Markets that affect

Marketing Research

• Consumer markets more numerous• Industrial markets bigger dollarwise• 80-20 principle• Multiple buying influences• Decision makers less accessible• More knowledgeable buyers & hence less

swayed by ads• Major future orientation• Less research on advertising, packaging.• Trade association data very important

• Greater emphasis on surveys vav observation and experiments

• Personal interviews used most frequently (small, geo. Conc. population; uniqueness of info sought, demos, samples, models, pics.)

• Probability sampling not used to a great extent• Less emphasis on quantitative analysis• Difficult to find good interviewers; need training• Respondent overresearched• Back-door approach• Requires tact on interviewer’s part; readiness to

accept ball-park estimates

Presentation of Data

• Objectivity on the part of the researcher• Nature of the audience- technical or popular

report– Managers want specific findings of the research

whereas techs more concerned with process used to obtain the information and methods used to analyze the data

– Hence prepare the report in a manner that best fits the needs of the user

Major components of written reports

• Title page• Letter of transmittal• Table of contents• Executive summary/Highlights/Abstract• Introduction• Statement of Objectives• Description of methodology• Presentation of findings• Limitations of the study• Conclusions and recommendations• Appendix

• Length of report• Use common terminology whenever possible• Convey appropriate level of formality• Have one final writer• Make report appealing• Make effective use of tables and graphs• Oral presentation – what to highlight, professional

speakers (?), don’t overwhelm audience with numerical data, make available written report to the audience

• Presentation of negative findings – don’t avoid, depersonalize, highlight positives too, give recommendations