Course Introduction, Backward Market Research, Market Research Ethics
Market research tool
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MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 1
Marketing Research
Primary vs. secondary data Advantages and
disadvantages of each
Marketing research tools
MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 2
Marketing Research
An “investment” to reduce uncertaintyCan help guide decisions on Whether to enter Product
characteristics Promotional
strategy Positioning
Must weigh costs and benefits of research Money Time spent
No perfect method—tradeoffs between methods
MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 3
Two Research Methods
Secondary: use of existing research already done Government Consulting firms Newspaper and
magazine articles
Primary: creation of specific studies to answer specific questions
MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 4
Some Sources of Secondary Data
U.S. Governent http://StatUSA.gov Government
Department web sites Government
periodicals in libraries E.g., Statistical
Abstracts
Books, periodicals, newspapers
Trade organizationsConsultants
E.g., Information Resources International (IRI), Nielsen
Be weary of web sites Company sites are
glorified advertisements!
Anyone can publish a web site.
MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 5
Primary Research Methods
SurveysExperimentationObservationFocus groupsIn-depth interviewsProjective techniquesPhysiological Measures
MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 6
Surveys
Planned questions Open-ended Closed-ended
Need large sample sizes for precise conclusionsForms
Mail Telephone Mall Intercept Computer/Internet
Problem questions
Leading Ambiguous Unanswerable Two questions in one Non-exhaustive
question Non-mutually
exclusive answers
MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 7
The Pentagon Declares War on Rush Limbaugh: Misleading Research
Survey found that only 4.8% of listeners to the Armed Forces Radio Network wanted to listen to “the biggest hawk there is.”How could a survey be made to get these results?Being on the watch for misleading surveys.
MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 8
Experimentation
Subjects in different groups treated differently
E.g., for some, “target” product is given better shelf space
E.g., some get coupon
Can help isolate causesSubject is biased by questions—does not know how others are treated
MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 9
My Simulated Store…
A shopper in the everyday low price condition…
MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 10
Observation
Looking at consumes in the field—e.g., Searching for product
category area Number of products
inspected and time spent on each
Involvement of others Behavior under limiting
circumstances (e.g., time constraints)
MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 11
Focus Groups
Groups of 8-12 consumers assembledStart out talking generally about context of productGradually focus in on actual product
MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 12
In-depth interviews
Structured vs. unstructured interviewsGeneralizing to other consumersBiases
MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 13
Projective Techniques
Measurement of attitudes consumers are unwilling to expressConsumer discusses what other consumer might think, feel, or do
MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 14
Scanner Data
“Household Panel” members agree to present card at purchase to link demographics and media exposurePossible to correlate conditions with purchases made:
Demographics Exposure to advertising; number of
exposures Sales promotion, premium, special
display, special conditions for competing brand
Past purchasing behavior