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4Conducting Marketing Research
1
Chapter Questions
What constitutes good marketing research? What are the best metrics for measuring
marketing productivity? How can marketers assess their return on
investment of marketing expenditures?
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Venus Razor
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Extensive market research and performed numerous market tests
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: Gather consumer and trade information, sell for a fee
Custom: Hired to carry out specific projects
Specialty-line: Sells field interviewing services to other firms
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The Marketing Research Process
Define the problem and research objectives Develop research plan Collect information (measurement, survey) Analyze information (statistical procedures) Present findings Make decision
http://www.youtube.com/watch?v=bGJSEEx2pXc
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Step 1: Define the Problem
Define the problem (not too broadly or narrowly) e.g., Will offering an in-flight Internet service create enough
incremental preference and profit for American Airlines to justify its cost against other possible investments in service enhancements American might make?
Specify decision alternatives “Should American offer an Internet connection?” “If so, should we offer the service to first-class only, or ..?” “What price should we charge?” State research objectives “How many first-class passengers are likely to use the Internet service
at different price level?”
Types of Research
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Exploratory: To shed light on the real nature of the problem and to suggest possible solution or new ideas
Descriptive: To quantify demand, such as how many first-class passengers would purchase in-flight Internet service at $25
Causal: Its purpose is to test a cause-and-effect relationship
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Step 2: Develop the Research Plan
Data sources Research approach Research instruments Sampling plan Contact methods
Data sources
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Primary v.s secondary data
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Research Approaches Observational research: Gather fresh data by observing the
relevant actors and settings unobtrusively Ethnographic research: Immerse the researcher into consumers’
lives to uncover unarticulated desires Focus group: A group of 6~10 people selected by researchers
based on certain to discuss various topics of interest demographic, psychographic, or other considerations in length
Survey: To access people’s knowledge, beliefs, preferences, and satisfaction and to measure magnitudes in the general population
Behavioral research: Customers leave traces of their purchasing behavior in store scanning data, catalog purchase, and customer databases
Experimental: Most scientifically valid research, designed to capture cause-and-effect relationships by eliminating competing explanations of the observed findings (control group)
Focus Groups
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Research Instruments
Questionnaires: A set of questions presented to respondents (p. 127)
Qualitative Measures: Prepare a list of relevant questions to interview respondents in-depth (sample is too small to generalize to broader populations)
Technological Devices
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Question Types - Dichotomous
In arranging this trip, did you contact American Airlines?
Yes No
Question Types – Multiple Choice
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With whom are you traveling on this trip?
No one
Spouse
Spouse and children
Children only
Business associates/friends/relatives
An organized tour group
Question Types – Likert Scale
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Indicate your level of agreement with the following statement: Small airlines generally give better service than large ones.
Strongly disagree
Disagree
Neither agree nor disagree
Agree
Strongly agree
Question Types – Semantic Differential
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American Airlines
Large ………………………………...…….Small
Experienced………………….….Inexperienced
Modern……………………….…..Old-fashioned
Question Types – Importance Scale
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Airline food service is _____ to me.
Extremely important
Very important
Somewhat important
Not very important
Not at all important
Question Types – Rating Scale
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American Airlines’ food service is _____.
Excellent
Very good
Good
Fair
Poor
Question Types –Intention to Buy Scale
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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
Question Types –Intention to Buy Scale
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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
Qualitative Techniques
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Word Associations: Ask subjects what words come to mind when they hear the brand’s name
Visualization: Require people to create a collage from magazine photos or drawings to depict their perceptions
Projective Techniques: Give people an incomplete stimulus and ask them to complete it
Laddering: A series of increasingly more specific “why” questions can reveal consumer motivation or deeper, more attractive goals
Brand personification: Ask subjects what kind of people they think of when the brand is mentioned
Question Types –Word Association
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What is the first word that comes to your mind when you hear the following?
Airline ________________________
American _____________________
Travel ________________________
Question Types –Completely Unstructured
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What is your opinion of American Airlines?
Question Types –Sentence Completion
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When I choose an airline, the most important consideration in my decision is: ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________.
Question Types –Story Completion
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“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.” Now complete the story. _______________________________________________________________________________________________________________________________________________________________________________
Questionnaire Do’s and Don’ts
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 fixed
response questions
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Technological Devices
Galvanometers (measure interest and emotion aroused) Tachistoscope Eye cameras Audiometers GPS
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Using sophisticated equipment and methods, neuroscience researchersare studying how brain activity is affected by consumer marketing
Sampling Plan
Sampling unit: Who is to be surveyed? Sample size: How many people should be
surveyed? Sampling procedure: How should the
respondents be chosen? (Probability sampling)
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Contact Methods
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1. Mail Contacts
2. Telephone Contacts
3. Personal Contacts
4. Online Contacts
Pros and Cons of Online ResearchAdvantages Inexpensive Fast Accuracy of data
(honest and thoughtful online)
Versatility (more flexible and capable)
Disadvantages Small samples Skewed samples Technological
problems & Inconsistencies (browser software varies)
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Step 4: Analyze the Information
Quantitative: Run a proper Statistical procedure
Qualitative: Triangulation, used to indicate that more than two methods are used in a study with a view to double (or triple) checking results, called "cross examination".
Step 5: Present the Findings
Present the findings relevant to the major marketing decisions facing management
Play a more proactive, consulting role in translating data and information into insights and recommendations
What is a Marketing Decision Support System (MDSS)?
A marketing decision support system (MDSS) 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 environment and turns it into a basis for marketing action.
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Barriers Limiting the Use of Marketing Research
A narrow conception of the research Uneven ability and quality of researchers Poor framing of the problem Late and occasionally erroneous findings
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Market Research Can Fail
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Unrealistic expectations About What market
researchers can offer
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Table 4.3 Characteristics of Good Marketing Research
Scientific method: careful observation, formulation of hypotheses, prediction, and testing
Research creativity Multiple methods (not rely on one method) Interdependence of models and data Value and cost of information Healthy skepticism (challenge assumptions) Ethical marketing (invasion of consumer’s
privacy)
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Measuring Marketing Productivity
2. Two complementary approaches to measure:
Marketing metrics to access marketing effects
Marketing-mix modeling to estimate causal relationships and measure how marketing activity affects outcomes
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Measuring Marketing Productivity
Marketing metrics are the set of measures that helps marketers quantify, compare, and interpret marketing performance (achieving
goals and financial objectives).
What are Marketing Metrics?
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Table 4.4 Marketing MetricsExternal Awareness Market share Relative price Number of complaints Customer satisfaction Distribution Total number of
customers 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 a variety of sources, such as retailer scanner
data, company shipment data, pricing, media, and promotion spending data, to understand more precisely the effects of
specific marketing activities.
The findings from marketing-mix modeling help allocate or Reallocate expenditures
Figure 4.2 Marketing Measurement Pathway
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Figure 4.3 Marketing Dashboard
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Table 4.4 Sample Customer-Performance Scorecard 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
For Review
What constitutes good marketing research? What are the best metrics for measuring
marketing productivity? How can marketers assess their return on
investment of marketing expenditures?
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設計來自於小細節 Paul Bennett, the Creative Director at Ideo http://www.ted.com/talks/lang/eng/paul_benn
ett_finds_design_in_the_details.html
David Kelley, the founder at Ideo Human-centered Design
http://www.ted.com/talks/lang/eng/david_kelley_on_human_centered_design.html
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