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4

Conducting

Marketing Research


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Chapter Questions

What constitutes good marketing research?

What are the best metrics for measuring

marketing productivity?

How can marketers assess their return oninvestment of marketing expenditures?

Copyright 2012 Pearson Education 4-2


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Venus Razor



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What is Marketing Research?

Marketing research is the systematic design,collection, analysis, and reporting of data

and findings relevant to a specific marketing

situation facing the company.



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Types of Marketing Research Firms

Syndicated

Custom

Specialty-line


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The Marketing Research Process

Define the problem

Develop research plan

Collect information

Analyze information

Present findings

Make decision


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Step 1: Define the Problem

Define the problem

Specify decision alternatives

State research objectives


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Types of Research


Exploratory

Descriptive

Causal


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Step 2: Develop the Research Plan

Data sources

Research approach

Research instruments

Sampling plan

Contact methods


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Data sources



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Research Approaches

Observational and ethnographic

Focus group

Survey

Behavioral

Experimental


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Focus Groups



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Research Instruments

Questionnaires

Qualitative Measures

Technological Devices


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Qualitative Techniques


Word Associations

Visualization

Projective Techniques

Laddering


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Questionnaire Dos and Donts

Ensure questions are

free of bias

Make questions simple

Make questions specific Avoid jargon

Avoid sophisticated

words

Avoid ambiguous words

Avoid negatives

Avoid hypotheticals

Avoid words that could

be misheard Use response bands

Use mutually exclusive

categories

Allow for other in fixedresponse questions



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Question Types Multiple Choice


With whom are you traveling on this trip?

No one

Spouse

Spouse and children

Children only

Business associates/friends/relatives

An organized tour group


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Question Types Likert Scale


Indicate your level of agreement with thefollowing statement: Small airlines generally

give better service than large ones.

Strongly disagree

Disagree

Neither agree nor disagree

Agree

Strongly agree


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Question TypesSemantic Differential


American Airlines

Large ....Small

Experienced..Inexperienced

Modern...Old-fashioned


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Question TypesImportance Scale


Airline food service is _____ to me.

Extremely important

Very important

Somewhat important

Not very important

Not at all important


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Question Types Rating Scale


American Airlines food service is _____.

Excellent

Very good

Good

Fair

Poor


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Question TypesIntention to Buy Scale


How likely are you to purchase tickets on

American Airlines if in-flight Internet access

were available?

Definitely buy

Probably buy

Not sure

Probably not buy

Definitely not buy


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Question TypesIntention to Buy Scale


How likely are you to purchase tickets on

American Airlines if in-flight Internet access

were available?

Definitely buy

Probably buy

Not sure

Probably not buy

Definitely not buy


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Question TypesCompletely Unstructured


What is your opinion of American Airlines?


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Question TypesWord Association


What is the first word that comes to your mind

when you hear the following?

Airline ________________________

American _____________________

Travel ________________________


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Question TypesSentence Completion


When I choose an airline, the most important

consideration in my decision is:

_____________________________________

__________________________________________________________________________

_____________________________________

_____________________________________

_______________________________________________________.


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Question TypesStory Completion


I flew American a few days ago. I noticed

that the exterior and interior of the plane had

very bright colors. This aroused in me the

following thoughts and feelings. Nowcomplete the story.

___________________________________

___________________________________

______________________________________________________________________

___________________________________


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Technological Devices

Galvanometers

Tachistoscope

Eye cameras

Audiometers

GPS



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Sampling Plan

Sampling unit: Who is to be surveyed?

Sample size: How many people should be

surveyed?

Sampling procedure: How should therespondents be chosen?



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Contact Methods



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Pros and Cons ofOnline Research

Advantages

Inexpensive

Fast

Accuracy of data

Versatility

Disadvantages

Small samples

Skewed samples

Technological

problems

Inconsistencies



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What is aMarketing Decision Support

System (MDSS)?

A marketing decision support system is a

coordinated collection of data, systems,

tools, and techniques with supporting

hardware and software by which an

organization gathers and interprets relevant

information from business and environmentand turns it into a basis for marketing action.



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Barriers Limiting the Use ofMarketing Research

A narrow conception of the research

Uneven caliber of researchers

Poor framing of the problem

Late and occasionally erroneous findings

Personality and presentational differences



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Market Research Can Fail



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Table 4.3 Characteristics ofGood Marketing Research

Scientific method

Research creativity

Multiple methods

Interdependence

Value and cost of information

Healthy skepticism

Ethical marketing


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What are Marketing Metrics?

Marketing metrics are the set of measuresthat helps marketers quantify, compare, and

interpret marketing performance.


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Table 4.4 Marketing Metrics

External Awareness

Market share

Relative price

Number of complaints

Customer satisfaction

Distribution

Total number ofcustomers

Loyalty

Internal Awareness of goals

Commitment to goals

Active support

Resource adequacy

Staffing levels

Desire to learn

Willingness to change Freedom to fail

Autonomy


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What is Marketing-Mix Modeling?

Marketing-mix models analyze data from avariety of sources, such as retailer scanner

data, company shipment data, pricing,

media, and promotion spending data, tounderstand more precisely the effects of

specific marketing activities.


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Figure 4.2 MarketingMeasurement Pathway



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Figure 4.3 Marketing Dashboard



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Table 4.4 Sample Customer-PerformanceScorecard Measures

% of new customers to average #

% of lost customers to average #

% of win-back customers to average #

% of customers in various levels of satisfaction % of customers who would repurchase

% of target market members with brand recall

% of customers who say brand is most preferred


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For Review

What constitutes good marketing research?

What are the best metrics for measuring

marketing productivity?

How can marketers assess their return oninvestment of marketing expenditures?

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