Textbook Notes (368,123)
Canada (161,661)
MCS 3620 (29)
Bharat Sud (21)
Chapter 12

Chapter 12 Marketing Communications

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Marketing and Consumer Studies
MCS 3620
Bharat Sud

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 available  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 2. Observation Research: The behaviour of the respondent is observed and recorded (may be personal or electronic means)  Participants do not have to be recruited they can participate without knowing  In other situations respondents are usually aware of being observed perhaps through 2 way mirror or hidden cam 3. Experimental Research: One or more factors are manipulated under controlled conditions while other elements remain constant so that the respondent’s actions can be evaluated  Test Marketing: A form of experimental research that involves placing a commercial or set of commercials in a campaign in 1 or more limited markets that are representative of the whole to observe the impact of the ads on consumers o Do the ads test good? Qualitative Data Vs. Quantitative Data Qualitative Data  Usually collected from small samples in a controlled environment  Result in questions concerned w/ “why” and from in-depth probing of participants  Typically info gathered from focus group interviews  Typical qualitative project involves 4-6 groups representing various regions or urban areas in Canada  One of major drawbacks of using focus groups concerns the reliability fo data b/c sample size is so small to be representative of the population Quantitative Data  Answers questions concerned with what, when, who, how many and how often  Attempts to put feelings attitudes & opinions into numbers & %  Data gathered from structured questionnaires and a large sample Survey Methodology 4 Primary Means of contacting Customers for quantitative Data: 1. Personal Interviews: Face-to-face communication w/ groups 2. Telephone Interviews: Communication over the phone  Very high refusal rate for these interviews 3. Mail Interviews: Using mail to distribute survey  Cost efficient  Lack of control 4. Online Surveys: Are much less invasive Data Transfer & Processing Once data has been collected then edited, data transfer & tabulation can take place  In the editing stage, completed questionnaires are reviewed for consistency and completeness  In data transfer stage, answers from questions are transferred to the computer  Answers pre-coded to facilitate transfer  Tabulation is the process of counting the various responses for each question to get a frequency distribution  A frequency Distribution shows the # of time each answer was chosen for a question  Numerous Cross Tabulations are made which are the comparisons & contrasts of the answers of th various sub-groups & the total response group Data Analysis & Interpretation Data Analysis: The evaluation of the responses question by question (gives meaning to data) Data Interpretation: The relating of accumulated data to the problem under review & to the objectives & hypothesis of the research study  Uncovers solutions to problems Measuring & Evaluating Advertising Messages  An idea is
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