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Chapter 12

MCS 3620 Chapter Notes - Chapter 12: Forced Exposure, Web Banner, Sampling Frame

Marketing and Consumer Studies
Course Code
MCS 3620
Bharat Sud

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Chapter 12 Marketing Communications
Evaluating Marketing Communications Programs
The Role & Scope of Marketing Research
Research provides an organization with data but that doesn't guarantee proper decisions & actions by the
firm will be taken b/c data is open to interpretation
Marketing research is kind of a form of insurance b/c it ensures the action a company might take is the
right one
For a big, costly decisions a manager would want to have good info available to make sure the right
decision is made
The cope of marketing research seems endless and is useful for gaining consumer insights, tracking brand
awareness, creating effecting messages, etc.
Market research requires a significant investment by a marketing organization
Managers collect information by combining their intuition and judgements with other info sources
Use the scientific method which implies the data is valid and reliable
Validity: A research procedure measures what it’s supposed to
Reliability: Degree of similarity of results achieved if another research study were done in similar circumstances
Research Techniques for Marketing Communications
Primary Research
Primary Research: The collection and recording of new data (primary data), to resolve a specific problem,
usually at a high price for the org.
Procedure is developed and a research instrument designed to perform specific task
The marketing org. identifies the nature of the problem, objective of study, and the hypothesis
Research Objectives: Statement outlining what the marketing research is to accomplish
Hypothesis: A statement of outcomes predicted in the marketing research investigation
The outcome of research often leads too certain actions being taken by the organization
* Usually outside org. Is hired to collect market research
Sample Design
Before starting a research study, the researcher defines the characteristics of the people they like to
participate in the study
Must try to get a representative sample
Sample: A representation of a population used to gain info about population
Ways to get representative sample:
1.Define the population (universe): A population universe is a group of people w/ specific age, gender or other
demographic characteristics
Usually the description of target market/audience under study
2.Identify a Sampling Frame: A sampling frame refers to a list that can be used for reaching a population
Eg. The phone book can be used as sampling frame
3.Determine the Type of Sample: Researcher can use a probability sample or a non-probability sample
Probability Sample: A sample of respondents who are known to have an = chance of selection and are
randomly selected from the sampling frame
Eg. Can use predetermined systematic procedure for choosing people from phonebook
4.Determine the Sample Size: Usually the larger the sample the greater the accuracy and the higher the cost
Research also considers the margin of error that is acceptable and the degree of certainty required
Data Collection Methods
3 Primary Methods for Data Collection:
1. Survey Research:
Most questionnaires feature predetermined questions & answers that are easily filled in (Fixed-response)
Open responses are ones where space is available at the end of the question for comments
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