Week 4: 9/24/2013 LECTURE
Ch. 4 Marketing Research. Consists of a set of techniques and principles for systematically collecting,
recoding, analyzing and interpreting data that can aid decision makers involved in marketing goods,
services or ideas. Steps all org take and see how much time and $ are spent
Research Design the Present
Problem and Research Collect Data Analyze Data Action Plan
1. Defining the Objectives and Research Needs
• What info do we need? How will we get it? How much will it cost us?
• Everything is based on what we get
o Too much $ = > don’t do research
• Trying to correctly define our problem and objection
• Execute correctly – assumptions don’t count
2. Design type of data/research
Secondary data. Pieces of information that have been collected prior to the start of the focal
Syndicated data. Purchased data from commercial research firms such as SymphonyIRI Group,
National Purchase Diary Panel, Nielsen, and Leger Marketing.
Primary data. Data collected to address the specific research needs/questions currently under
investigation. Some primary data collection methods include focus
Reliability. The extent to which the same result is achieved when a study is repeated under
Validity. The extent to which a study measures what it is supposed to measure.
Sample. A segment or subset of the population that adequately represents the entire population
Sampling. The process of picking a sample; offers potential customers the opportunity to try a
product or service before they make a buying decision.
3. Data Collection
Exploratory (qualitative) research:
Observation Behavior/consumption of people through watching: video recordings
Eg. Museum tracks floor patterns from people to see which exhibit is
Ethnography studies people in their daily lives and activities in their
homes, work, and communities.
Interviews Record answers
Valuable info on prod/co
Well trained to interpret what they actually mean
Focus b4 advertising
Groups People (usually 8-12) sit in a room with 2 way glass
Specific Q’s about brand Week 4: 9/24/2013 LECTURE
Projective Subjects are provided a scenario and asked to express their thoughts
and feelings about it.