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Chapter 4

Chapter 4 Conducting Marketing Research.docx

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Ryerson University
MKT 702
Rob Wilson

MKT702 Marketing Management CHAPTER 4 Conducting Marketing Research THE MARKETING RESEARCH SYSTEM  Marketing insights: provide diagnostic information about how and why we observe certain effects in the marketplace, and what that means to marketers  Marketing research: systematic design, collection, analysis, and reporting of data and findings relevant to specific marketing situation facing the company  Marketing research firms fall into three categories: 1. Syndicated-service research firms – gather customer and trade information, which they sell for a fee 2. Customer marketing research firms – firms hired to design study and report findings 3. Speciality-line marketing research firms – provide specialized research services THE MARKETING RESEARCH PROCESS Step 1: Define the Problem, the Decision Alternatives, and the Research Objectives  Must be careful not to define the problem too broadly or too narrowly for marketing researcher  Some research is exploratory, descriptive, or casual Step 2: Develop the Research Plan  Second stage of marketing research is where we develop the most efficient plan for gathering needed information and what it will cost  To design research plan, we need to make decision about o Data sources  Secondary data are data collected for another purpose and already exists  Primary data are data freshly gathered for specific purpose or for specific research project o Research approaches  Observational research  Ethnographic research: observational research approach that uses concepts and tools from anthropology and other social science disciplines to provide deep cultural understanding of how people live and work  Focus groups: gathering of six to ten people carefully selected by researchers based on certain demographic, psychographic, or other considerations and brought together to discuss various topics of interest at length  Useful exploratory step, but must avoid generalizing from focus-group participants to the whole market  Surveys: assess people’s knowledge, beliefs, preferences, and satisfaction and to measure these in the general population  Behavioural data  Customers leave traces of purchasing behaviour in store scanning data catalogue purchases, and customer databases  Experiments: capture cause-and-effect relationships by eliminating competing explanations of observed findings o Research instruments  Questionnaires: set of questions presented to respondents  Closed-ended questions specify all possible answers and provide answers that are easier to interpret and tabulate  Open-ended questions allow respondents to answer in their own words and often reveal more about how people think  Qualitative measures: unstructured measurement approaches that permit a range of possible responses  Useful in exploring customers’ brand and product perception because consumers may be less guarded and reveal more about themselves in the process  Some qualitative research approaches: 1. Word associations – ask subjects what words come to mind when they hear the brand’s name 2. Projective techniques – getting subjects to complete stimulus, or give them ambiguous stimulus and ask them to make sense of it MKT702 Marketing Management 3. Visualization – create collage from magazine photos or drawings to depict their perceptions 4. Brand personification – ask subject what kind of person they think of when the brand is mentioned 5. Laddering – series of increasingly more specific “why” questions to reveal consumer motivation and consumers’ deeper, more abstract goals  Technological devices  Technology now advanced to such a degree that marketers can use devices such as skin sensors, brain wave scanners, and full body scanners, to get consumer responses o Sampling plan  Sample unit: Whom should we survey? – must develop sampling frame so everyone in target population have an equal or known chance of being sampled  Sample size: How many people should we survey? – samples with less than 1% of population provide good reliability, with a credit sampling procedure  Sampling procedure: How should
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