Marketing concept

customer satisfaction profit maximization relevant

Introduction
Marketing research

accurate timely

situation analysis What business should we be in? Strategy development How will we compete? What are the objectives for the business? Marketing program development Did the elements of the marketing program achieve their objectives? Should the marketing program be continued, revised or expanded?

Role of marketing research in managerial decision making

Implementation

Relevance

Factors that influence marketing research decisions

Type and nature of Information sought Timing Availability of Resources

C1. A Decision-Making Perspective on MKR

Use of marketing research

Cost-Benefit Analysis

Research quality Conformity to prior expectations clarity of presentation political acceptability within the firm challenge to the status quo

Overt and Covert purposes The sponsor's ethics Dishonesty in Dealing with Suppliers Misuse of research information The Supplier's ethics Abuse of Respondents Violating client confidentiality Improper execution of research

Ethics in Marketing Research

privacy safety

The Respondent's ethics and Rights

know the true purpose of the research research results decide which questions to answer

International Marketing research

- - Mindjet

Programmatic research

Research's goal

Selective research Evaluative research

recurring day-to-day information Databases intelligence relevant to the future strategy of the business research studies that are not of a recurring nature DSS Applying IS to MKR

IS, DSS, and MKR

Interactive Characteristics of a MDSS Flexible Discovery oriented User friendly

C2. MKR In Practice

Marketing Decision support systems
Database Reports and Displays Analysis Capabilities Models Gaining insights form a MDSS

The corporate or in-house

Structured (independent department) Unstructured (one or more MR employees)

Customized services

Suppliers of Information
External suppliers

Syndicated services Standard services Field services Selective services

C2. A Decision-Making Perspective on MKR.mmap - 3/16/2014 - Mindjet

Branded product/services

Why should we do research? What research should be done?

Overview of the MKR Process

Is it worth doing the research How should the research be designed to achieve the research objectives? What will we do with the research? which problems or opportunities are anticipated Problems or opportunities analysis What is the scope of the problems and the possible reasons?

What are the alternatives to be evaluated?

C3.The Marketing Process

Step 1: Research purpose

Decision alternatives

criteria for choosing among the alternatives timing and importance

The Preliminary stages of the marketing research process

Users of the research results Research Question Step 2: Research Objective Development of Hypotheses Scope/Research boundaries Step 3: Estimating the Value of Information

research users - decision makers overt and covert purposes?

Planning a new HMO

The International Marketing Research Process

C3.The Marketing Process.mmap - 3/16/2014 - Mindjet

Exploratory Research Types of Research Detective Funnel Qualitative research Descriptive Research Causal Research

Research Approach
Data Collection Methods

Primary data

Surveys Experiments Information system

Secondary data

Databanks of organizations Syndicated services

Choosing a Research Approach for the HMO study Measurement Sampling Plan

C4.Research Design & Implementation

Research tactics and Implementation

Anticipating the Analysis Analysis of Value vs. Cost and Time Involved Errors in Research Design

Budgeting and Scheduling The Research Project

Designing International MKR

Determining Information Requirements

Issues in International Research Design

Unit of analysis Construct, Measurement, Sample, and Analysis Equivalence

C4.Research Design & Implementation.mmap - 3/16/2014 - Mindjet

Secondary Data

Uses of Secondary Data

Low cost Less effort expended Less time taken

Benefits of Secondary Data

Sometimes more accurate than primary data Some information can be obtained only from secondary data Collected for some other purpose No control over data collection May not be very accurate

Limitations of Secondary Data

May not be reported in the required form May be outdated May not meet data requirements A number of assumptions have to be made Internal Records

C5.Secondary Sources of Marketing Data

Internal Sources of Secondary Data

Using Internal Data effectively Customer feedback Customer Database Finding Published Sources Authorities

External Sources of Secondary Data

Published Data Sources

General guides and indices Compilations Directories

Computer-Retrievable Databases

Census Data

Who? Why?

Appraising Secondary sources

How? What? When? Consistency? Direct Data Methods Demand Estimation Corollary Data Methods

Applications of Secondary Data

Monitoring the Environment Segmentation and Targeting Developing a Business Intelligence System

C5.Secondary Sources of Marketing Data.mmap - 3/16/2014 - Mindjet

Need for Qualitative research

Exploratory Major Categories Orientation Clinical Non-directive Interviews Individual In-depth Interviews Semistructured or Focused Individual Interviews Exploratory Types of Focus group Clinical Experiencing Planning the Agenda Focus-Group Discussions Recruitment Key Factors for Focus-group success The Moderator Analysis and Interpretation of the Results Trends in Focus groups

Qualitative Research Methods

C8.Infomation Collection
Projective Techniques

Word Association Completion Tests Picture Interpretation Third-person Techniques Role Playing Case Studies Other Projective Techniques Limitations of Qualitative Methods Direct Observation Contrived Observation Content Analysis Physical Trace Measure Empathic Interviewing Humanistic Inquiry people meter Behavior-recording Devices Limitations eye-movement recorder

Observational Methods

Recent Applcations
C8.Infomation Collection.mmap - 3/16/2014 - Mindjet

Information from Surveys

Phenotypic source Nonresponse Errors Due to Refusals Genotypic source

Inability to Respond

Sources of Survey Error

Inaccuracy in Response

Unwillingness to Respond Accurately

Respondent's Impression of the Interviewer Interview Error Questioning, Probing, and Recording Fraud and Deceit Personal Interview

C9.Issues In Data Collection

Methods of Data Collection

Telephone Interview Mail survey Fax survey Sampling Type of Population Question Form

Factors affecting the Choice of A Survey Method

Question Content Response Rates Costs Available Facilities Duration of Data Collection

Ethical Issues in Data Collection

C9.Issues In Data Collection.mmap - 3/16/2014 - Mindjet

Reviewing data Getting started Setting the feedback objective Guidelines Customer presentation Sharing responsibility Handling issues you cannot fix Working the issue resolution with your account Process Door-to-Door Interviewing Executive Interviewing Mall Intercept Surveys Personal Interviewing Self-Administered Questionnaires Omnibus Surveys Advantages Limitations Process

Collecting Data

Selecting Telephone Numbers Call Outcomes The Introduction

C10.Survey Methods

Telephone Interviewing

When to call Call Reports Advantages Limitations

The Process Advantages Limitations Mail Surveys Coping with Nonresponse to Mail Surveys Mail Panels Fax surveys Web surveys Combinations of survey methods Trends in Survey Research

Survey in the International context

C10.Survey Methods.mmap - 3/16/2014 - Mindjet

What are attitudes

Cognitive or Knowledge Component Affective or Liking Component Intention or Action Component Measurement Concept Scaling Nominal Scale Ordinal Scale Properties of Measurement Scales Interval Scale Ratio Scale Itemized-Category Scales Comparative Scales Rank-Order Scales Q-Sort Scaling Single-Item Scales Constant-Sum Scales Pictorial Scales Paired-Comparison Scales

The Concept of Measurement and Scaling

Types of Attitude Rating Scales

Some issues: Likert Scales Thurstone Scales Semantic-Differential Scales Multiple-Item Scales Profile Analysis Stapel Scales Associative Scaling

C11.Attitude Measurement

Continuous-Rating Scales 1. Determine clearly what you are going to measure 2. Generate as many items as possible 3. Ask experts to evaluate the initial pool of items

General Guideline for Developing a Multiple-Item Scale

4. Determine the type of attitudinal scale to be used 5. Include validation items the scale 6. Administer the items to an initial sample. 7. Evaluate and refine the items of the scale 8. Optimize scale length

Interpreting Attitude Scales

Choosing an Attitudinal Scale

Face, or consensus, validity Criterion validity Validity Convergent validity Discriminant validity

Accuracy of Attitude Measurements

Reliability Sensitivity

Construct validity Observe score = true score + systematic error + random error

Generalizability = reliability * validity Relevancy

C11.Attitude Measurement.mmap - 3/16/2014 - Mindjet

Revisit the Research objectives Decide on the research issue of your questionnaire

Planning what to measure

Get additional information on the research issue from secondary data sources and exploratory research Decide on what is to be asked under the research issue In each issue, determine the content of each question Open-Response Questions Types Choice from a List Rating on a Scale

Formatting the question

Decide on the format of each question

Closed-Response (structured) Questions

Number of response categories Order of response categories Handling Uncertainty and Ignorance

C12. Designing the Questionnaire

Question Wording

Using both Open-response and Closed response questions Determine how the question is to be worded Evaluate each research question on the basis of comprehensibility, knowledge and ability, willingness/inclination of a typical respondent to answer the question Lay out the questions in a proper sequene

Sequencing and layout decisions

Group all the questions in each subtopic to get a single questionnaire Variation Meaning Pretesting Specific questions Task difficulty Respondent interest and attention

Pretesting and correcting problems

Flow of the questionnaire Skip patterns Pretesting the Questionnaire Length Respondent interest and attention

C12. Designing the Questionnaire.mmap - 3/16/2014 - Mindjet