Textbook Notes (369,054)
Canada (162,364)
Commerce (1,696)
Chapter 7

Marketing Chapter 7.docx

7 Pages
156 Views

Department
Commerce
Course Code
COMMERCE 2MA3
Professor
Ambika Badh

This preview shows pages 1 and half of page 2. Sign up to view the full 7 pages of the document.
Description
Marketing Chapter 7 Marketing research • Process of collecting and using information for marketing decision making Who conducts Marketing Research? • Syndicated service o Organization that provides standardized data to all customers o Base their reports on personal interviews, exposure to advertising, or point-of- sale scanner data captured from a retail store o Clients include advertisers, advertising agencies, magazines, newspapers, broadcasters, and cable TV networks • Full-service research supplier o Marketing research organization that contracts with clients to conduct complete marketing research projects • Limited-service research supplier o Marketing research firm that specializes in a limited number of research activities, such as conducting field interviews or performing data processing • Customer Satisfaction Measurement Programs o Firms often focus on tracking the satisfaction levels of current customers o Some marketers have gained valuable insights by tracking the dissatisfaction that led customers to abandon certain products for those of competitors The Marketing Research Process • Defining the Problem o Researchers must carefully avoid confusing symptoms of a problem with the problem itself Marketing 2MA3: Chapter 7 1 • Conducting Exploratory Research o Researchers can begin exploratory research after a firm defined the problem  Exploratory research is the process of discussing a marketing problem with informed sources both within and outside the firm and examining information from secondary sources  Sales analysis • In-depth evaluation of a firm’s sales • Formulating a Hypothesis o It sets the stage for more in-depth research by further clarifying what researchers need to test • Creating a Research Design • Collecting Data o Gathering secondary and primary data • Interpreting and Presenting the Research Information o Possible differences in interpretations of research results may occur between marketing researchers and their audiences due to deferring backgrounds, levels of knowledge, and experience Marketing Research Methods • Secondary Data Collection o Consists of external and internal data o Government data  Statistics Canada and Industry Canada o Private data  A trade association may be excellent source of data on activities in a particular industry  Business and trade magazines 2 Marketing 2MA3: Chapter 7  Specialized trade journals o Online Sources of Secondary Data  Databases  The Internet  Researchers must carefully evaluate the validity of information they find on the Internet  Caveat emptor (let the buyer beware) Sampling Techniques • Sampling o Process of selecting survey responsents or research participants • Population o Total group that researchers want to study • Probability sample o Sample that gives every member of the population a chance of being selected o Can include simple random samples, stratified samples, and cluster samples  Lotteries, opinion polls, • Nonprobability sample o Sample that involves personal judgement somewhere in the selection process o Convenience samples and quota samples Primary Research Methods • Observation method o Example: Television industry and TV habits o Interpretative research Marketing 2MA3: Chapter 7 3  Observational research method developed by social anthropologists in which customers are observed in their natural setting and their behaviour is interpreted based on an understanding of social and cultural characteristics; also known as ethnography o Survey and Interview methods  Telephone interviews  Personal interviews • Mall intercepts o Interviews conducted inside malls  Focus groups • Simultaneous personal interview of a small group of individuals,
More Less
Unlock Document

Only pages 1 and half of page 2 are available for preview. Some parts have been intentionally blurred.

Unlock Document
You're Reading a Preview

Unlock to view full version

Unlock Document

Log In


OR

Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


OR

By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.


Submit