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The function that links the consumer, the customer, and public to the marketer through INFORMATION
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Redefining Marketing Research Used to identify and define market opportunities and problems
Information
Generate, refine, and evaluate marketing performance Monitor marketing performance Improve understanding of marketing as a process
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Definition of Marketing Research Marketing research is the systematic and objective identification collection analysis dissemination and use of information For the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing
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Market Research
Specifies the information necessary to address these issues Manages and implements the data collection process Analyzes the results Communicates the findings and their implications Helps managers use this information to make decisions
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Classification of Marketing Research Problem-Identification Research Research undertaken to help identify problems which are not necessarily apparent on the surface and yet exist or are likely to arise in the future. Examples: market potential, market share, image, market characteristics, sales analysis, forecasting, and trends research. Problem-Solving Research Research undertaken to help solve specific marketing problems. Examples: segmentation, product, pricing, promotion, and distribution research.
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Problem-Solving Research
Market Potential Research Market Share Research Market Characteristics Research Sales Analysis Research Forecasting Research Business Trends Research
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Segmentation Research Product Research Pricing Research Promotion Research Distribution Research
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Problem-Solving Research Table 1.1 SEGMENTATION RESEARCHthe basis of Determine segmentation Establish market potential and PRODUCT RESEARCH Test concept responsiveness for various Determine optimal product segments design Select target markets Package tests Create lifestyle profiles: Product modification demography, media, and product image characteristics Brand positioning and repositioning 2-7 Test marketing Copyright 2010 Pearson Education, Inc. 2007
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Problem-Solving Research PROMOTIONAL RESEARCH Optimal promotional budget APR Sales promotion relationship Optimal promotional mix Copy decisions Media decisions Creative advertising testing Evaluation of advertising PRICING RESEARCH effectiveness Pricing policies Claim substantiation Importance of price in brand selection Product line pricing $ALE Price elasticity of demand 2-8 Copyright 2010 Pearson Education, Inc. 2007 Initiating and responding to price Prentice Hall
0.00%
Problem-Solving Research Table 1.1 cont. DISTRIBUTION RESEARCH Determine Types of distribution Attitudes of channel members Intensity of wholesale & resale coverage Channel margins Location of retail and wholesale outlets
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Marketing Research Process Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 : Problem Definition : Development of an Approach to the Problem : Research Design Formulation : Fieldwork or Data Collection : Data Preparation and Analysis : Report Preparation and Presentation
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Customer Groups
Marketing Research
Providing Information
Economy Technology Laws & Regulations Social & Cultural Factors Political Factors
Marketing Managers Market Segmentation Target Market Selection Marketing Programs Performance & Control
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Solve Problem
Client Needs
Find
Achieve Goal
Seek
Plan
Act
How We Help
Clarify Decisions
Research Analysis
Recommend
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Syndicate Services
Internet Services
Field Services
Standardized Services
Customized Services
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Organization
Headquarters
Website
U.S.
Global
Non-
Firms
48.5% 63.5 66.0 37.2 82.2 3.9 80.1 77.9 71.1 16.1 29.2 29.1 24.0 39.7 45.7
J.D. Power and Associates* Harris Interactive Inc. The NPD Group Inc. Opinion Research/ Guideline Group Opinion Research Corp.
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Table 1.2
(Cont) U.S. Rank
U.S. 2007 2006 38 16 17 18 20 20 37 18 19 17 19
Market Strategies Inc. Market Strategies Inc. Flake-Wilkerson Market Insights Lieberman Research Worldwide Abt Associates Inc.
Abt Associates Inc. 41 Abt SRBI Inc. 20 21 22 23 23 25 26 23 21 22 26 25 24 40 OTX Burke Inc. MVL Group Inc. Knowledge Networks Inc. National Research Corp. Directions Research Inc. Phoenix Marketing International
Cambridge, Mass. New York Los Angeles Cincinnati Jupiter, Fla. Menlo Park, Calif. Lincoln, Neb. Cincinnati Rhineback, N.Y.
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Lieberman Research Group ICR/Int'l Communications Research Morpace Inc. MarketCast Data Development Worldwide C&R Research Services Inc. Informa Research Services Inc. National Analysts Worldwide Service Management Group Market Probe Inc. Hitwise Walker Information KS&R Inc. Bellomy Research Inc. MarketVision Research Inc. Public Opinion Strategies
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16.4 15.5
Auburn Hills, Mich. Old Bridge, N.J. Charleston, S.C. Stamford, Conn. Atlanta
Total All other (150 CASRO companies not included in the Top 50) Total (200 companies)
U.S. and worldwide revenue may include nonresearch activities for some companies that are significantly higher. Rate of growth from year to year has been adjusted so as not to include revenue gains or losses from acquisitions or divestitures. Total revenue of 150 survey research companies that provide financial information on a confidential basis to CASRO.
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Selected Marketing Research Career Descriptions Fig. 1.5 cont. Vice President of Marketing Research
Research Director
Part of companys top management team Directs companys entire market research operation Sets the goals & objectives of the marketing research department
Also part of senior management Heads the development and execution of all research projects
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Selected Marketing Research Career Descriptions Fig. 1.5 cont. Senior Analyst
Participates in the development of projects Carries out execution of assigned projects Coordinates the efforts of analyst, junior analyst, & other personnel in the development of research design and data collection Prepares final report
Analyst
Handles details in execution of project Designs & pretests questionnaires Conducts preliminary analysis of data
Statistician/Data Processing
Serves as expert on theory and application on statistical techniques Oversees experimental design, data processing, and analysis
Junior Analyst
Secondary data analysis Edits and codes questionnaires Conducts preliminary analysis of data
Fieldwork Director
Handles selection, training, supervision, and evaluation of interviewers and field workers
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Full-service suppliers
Syndicated services Standardized services Customized services Internet services Field services Focus groups and qualitative services Technical and analytical services Other services
Limited-service suppliers
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What is the reputation of the supplier? Do they complete projects on schedule? Are they known for maintaining ethical standards? Are they flexible? Are their research projects of high quality? What kind and how much experience does the supplier have? Has the firm had experience with projects similar to this one? Do the supplier's personnel have both technical and non-technical expertise? Can they communicate well with the client?
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RIC : Research Industry Coalition Copyright 2010 Pearson Education, Inc. 2007 (www.researchindustry.org)
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Overview of Ethical Issues in Marketing Research Table 1.3 I II Problem definition Using surveys as a guise for selling or fundraising Personal agendas of the researcher or client Conducting unnecessary research Developing an approach Using findings and models developed for specific clients or projects for other projects Soliciting proposals to gain research expertise without pay Inaccurate reporting
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III
-
Research Design
Formulating a research design more suited to the researcher's rather than the client's needs Using secondary data that are not applicable or have been gathered through questionable means Disguising the purpose of the research Soliciting unfair concessions from the researcher Not maintaining anonymity of respondents Disrespecting privacy of respondents Misleading respondents Disguising observation of respondents Embarrassing or putting stress on respondents Using measurement scales of questionable reliability & validity Designing overly long/sensitive questionnaires Using inappropriate sampling procedures and sample size
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IV
-
Field Work
Increasing dis comfort level of respondents Following un acceptable field work procedures
V
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Identifying and discarding unsatisfactory respo Using statistical techniques when the underlying assumptions are violated Interpreting the results and making incorrect conclusions and recommendations
ndents
VI
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Chain Restaurant Study One day I received a phone call from a research analyst who introduced himself as one of our alumni. He was working for a restaurant chain in town and wanted help analyzing the data he had collected while conducting a marketing research study.
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When we met, he presented me with a copy of the questionnaire and asked how he should analyze the data. My first question to him was, What is the problem being Prentice Hall addressed?
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When he looked perplexed, I explained that data analysis is not an independent exercise.
Rather, the goal of data analysis is to PROVIDE INFORMATION RELATED TO THE PROBLEM COMPONENTS.
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Chain Restaurant Study I was surprised to learn that he did not have a clear understanding of the marketing research problem and that a written definition did not exist. So before going any further, I had to define the marketing research problem. Once that was done, I found that much of the data collected was not relevant to the problem. In this sense, the whole study was a waste of resources. A new study had to be designed and implemented to address the problem defined.
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Qualitative Research
Research Questions
Hypotheses
Step III: Research Design Copyright 2010 Pearson Education, Inc. 2007 2-35
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The interaction between the DM and the researcher should be characterized by the seven Cs:
1. 2. 3. 4. 5. 6. 7.
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Factors to be Considered in the Environmental Context of the Problem Fig. 2.2 PAST INFORMATION AND FORECASTS RESOURCES AND CONSTRAINTS OBJECTIVES BUYER BEHAVIOR LEGAL ENVIRONMENT ECONOMIC ENVIRONMENT MARKETING AND TECHNOLOGICAL SKILLS
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Broad Statement
Specific Components
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1. What criteria do households use when selecting department stores? 2. How do households evaluate Sears and competing stores in terms of the choice criteria identified in question 1? 3. Which stores are patronized when shopping for specific product categories? 4. What is the market share of Sears and its competitors for specific product categories? 5. What is the demographic and psychological profile of the customers of Sears? Does it differ from the profile of customers of competing stores?
In the department store project, the marketing research problem is to determine the relative strengths and weaknesses of Sears, vis--vis other major competitors, with respect to factors that influence store patronage. Specifically, research should provide information on the following questions.
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Components of an Approach
Objective/Theoretical Foundations Analytical Model Research Questions Hypotheses Specification of the Information Needed
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Research Task 1. Conceptualizing and identifying key variables 2. Operationalizing key variables 3. Selecting a research design 4. Selecting a sampl e 5. Analyzing and interpreting data 6. Integrating findin gs
Role of Theory Provides a conceptual foundation and understanding of the basic processes underlying the problem situation. These processes will suggest key dependent and independent variables. Theoretical constructs (variables) can suggest independent and dependent variables naturally occurring in the real world. Causal or associative relationships suggested by the theory may a causal or descriptive design should be adopted. indicate whether
The theoretical framework may be useful in defining the population and suggesting variables for qualifying respondents, imposing quotas, or stratifying the (see Chapter population 11). The theoretical framework (and the models, research questions and hypotheses based on it) guide the selection of a data analysis strategy and the interpretation of results (see Chapter 14). The findings obtained in the research project can be interpreted in the light of previous research and integrated with the existing body of knowledge.
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Models
An analytical model is a set of variables and their interrelationships designed to represent, in whole or in part, some real system or process. In verbal models, the variables and their relationships are stated in prose form. Such models may be mere restatements of the main tenets of a theory.
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Graphical Models Graphical models are visual. They are used to isolate variables and to suggest directions of relationships but are not designed to provide numerical results. Awarene ss Understanding: Evaluation Preferen ce
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Patrona ge
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Mathematical Models
y =
Where y
i =1
a x
i
= degree of preference
a, a =
0 i
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Development of Research Questions and Hypotheses Fig. 2.4 Components of the Marketing Research Problem Objective/ Theoretical Framework Research Questions Analytical Model Hypotheses
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RQ: Do the customers of Sears exhibit store loyalty? H1: Customers who are store-loyal are less knowledgeable about the shopping environment. H2: Store-loyal customers are more riskaverse than are non-loyal customers.
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The researcher identified the following factors as part of the choice criteria: quality of merchandise, variety and assortment of merchandise, returns and adjustment policy, service of store personnel, prices, convenience of location, layout of store, credit and billing policies. The respondents should be asked to rate the importance of each factor as it influences their store selection. The researcher identified nine department stores as competitors to Sears based on discussions with management. The respondents should be asked to evaluate Sears and its nine competitors on the eight choice criteria factors.
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Component 2
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16 different product categories were selected, including women's dresses, women's sportswear, lingerie and body fashion, junior merchandise, men's apparel, cosmetics, jewelry, shoes, sheets and towels, furniture and bedding, and draperies. The respondents should be asked whether they shop at each of the 10 stores for each of the 16 product categories. No additional information needs to be obtained from the respondents.
Component 4
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Information should be obtained on the standard demographic characteristics and the psychographic characteristics of store loyalty, credit use, appearance consciousness, and combining shopping with eating.
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United Airlines, as other major airlines, had to deal with passenger loyalty (management decision problem: how to attract more and more loyal passengers). The broad marketing research problem was to identify the factors that influence loyalty of airline travelers.
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At United, Food Is Uniting the Airline with Travelers The basic answer is to improve service. Exploratory research, theoretical framework, and empirical evidence revealed that the consumers choice of an airline is influenced by: safety, price of the ticket, frequent-flyer program, convenience of scheduling, and brand name.
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A graphical model stipulated that consumers evaluate competing airlines based on factors of the choice criteria to select a preferred airline. The problem was that major airlines were quite similar on these factors. Indeed, "airlines offer the same schedules, the same service, and the same fares. Consequently, United Airlines had to find a way to differentiate itself. Food turned out to be the solution.
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Secondary data, like the J. D Power & Associates' survey on "current and future trends in the airline food industry," indicated that "food service is a major contributor to customers loyalty." This survey also emphasized the importance of food brands.
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H4:
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International Marketing Research Examining the Impact of the Self-Reference Criterion (SRC) 1. Define the marketing research problem in terms of domestic environmental and cultural factors.
2.
Define the marketing research problem in terms of foreign environmental and cultural factors. Make no judgments. Isolate the self-reference criterion (SRC) influence on the problem and examine it carefully to see how it complicates the problem. Redefine the problem without the SRC influence and address it for the foreign market situation.
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3.
4.
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A research design is a framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the information needed to structure or solve marketing research problems.
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Longitudinal Design
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Exploratory
To provide insights and understanding Information needed is defined only loosely. Research process is flexible and unstructured. Sample is small and non-representative. Analysis of primary data is qualitative Tentative
Conclusive
To test specific hypotheses and examine relationships Information needed is clearly defined. Research process is formal and structured. Sample is large and representative. Data analysis is quantitative
Conclusive Generally followed by further exploratory or conclusive research Findings used as input into decision making
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Often the front end of total research design Expert surveys Pilot surveys Case studies Secondary data: qualitative analysis qualitative research
Preplanned and structured design Control mediating variables Secondary data: quantitative analysis Surveys Panels Observation and other data
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Experiments
Methods:
Formulate a problem or define a problem more precisely Identify alternative courses of action Develop hypotheses Isolate key variables and relationships for further examination Gain insights for developing an approach to the problem Establish priorities for further research
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Survey of experts (discussed in Chapter 2) Pilot surveys (discussed in Chapter 2) Secondary data analyzed in a qualitative way (discussed in Chapter 4) Qualitative research (discussed in Chapter 5)
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To describe the characteristics of relevant groups, such as consumers, salespeople, organizations, or market areas To estimate the percentage of units in a specified population exhibiting a certain behavior To determine the perceptions of product characteristics To determine the degree to which marketing variables are associated To make specific predictions
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Secondary data analyzed in a quantitative, as opposed to a qualitative, manner (discussed in Chapter 4) Surveys (Chapter 6) Panels (Chapters 4 and 6) Observational and other data (Chapter 6)
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Cross-Sectional Designs
Involve the collection of information from any given sample of population elements only once In single cross-sectional designs, there is only one sample of respondents and information is obtained from this sample only once. In multiple cross-sectional designs, there are two or more samples of respondents, and information from each sample is obtained only once. Often, information from different samples is obtained at different times. Cohort analysis consists of a series of surveys conducted at appropriate time intervals, where the cohort serves as the basic unit of analysis. A cohort is a group of respondents who experience the same event within the same time interval.
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C1: cohort born prior to 1900 C2: cohort born 1901-10 C3: cohort born 1911-20 C4: cohort born 1921-30
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C 8 C 7 C 6 C5: cohort born 1931-40 C C6: cohort born 1940-49 5 C7: cohort born 1950-59 C C8: cohort born 1960-69 4
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Longitudinal Designs
A fixed sample (or samples) of population elements is measured repeatedly on the same variables A longitudinal design differs from a crosssectional design in that the sample or samples remain the same over time
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CrossSectiona l Design
Time
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T1
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Cross-Sectional Design + +
Longitudinal Design + + + -
Note: A + indicates a relative advantage over the other design, whereas a - indicates a relative disadvantage.
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Cross-Sectional Data May Not Show Change Table 3.5 Brand Purchased
200 300
500 1000
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Longitudinal Data May Show Substantial Change Table 3.6 Brand Purchased in Period 1 Brand A Brand B Brand C Total
Brand Purchased in Period 2 Brand A Brand B Brand C 100 25 75 200 50 100 150 300 Total 50 175 275 500 200 300 500 1000
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To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon To determine the nature of the relationship between the causal variables and the effect to be predicted METHOD: Experiments
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Alternative Research Designs Exploratory Research Secondary Data Analysis Focus Groups Conclusive Research Descriptive/Caus al Conclusive Research Descriptive/Caus al Conclusive Research Descriptive/Caus al
(a)
(b)
(c)
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Researcher Error
Surrogate Information Error Measurement Error Population Definition Error Sampling Frame Error Data Analysis Error
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Interviewer Error
Respondent Selection Error Questioning Error Recording Error Cheating Error
Respondent Error
Inability Error Unwillingness Error
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The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project. Random sampling error is the variation between the true mean value for the population and the true mean value for the original sample. Non-sampling errors can be attributed to sources other than sampling, and they may be random or nonrandom: including errors in problem definition, approach, scales, questionnaire design, interviewing methods, and data preparation and analysis. Nonsampling errors consist of non-response errors and response errors.
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Non-response error arises when some of the respondents included in the sample do not respond. Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed.
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1) A taskforce was created to better define the market parameters to include all the needs of the many Citicorp branches. A final decision was made to include Americans 55 years of age or older, retired, and in the upper half of the financial strata of that market.
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In the case of senior citizens, a great deal of diversity was found in the market. This was determined to be due to such factors as affluence, relative age, and the absence or presence of a spouse.
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3) The next stage of research was brainstorming. This involved the formation of many different financial packages aimed at the target market. In this case, a total of 10 ideas were generated.
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Is there an available description of a specific target market for the proposed product? Does the research conducted so far indicate a potential match for target market needs, and is the idea perceived to have appeal to this market? Is there a feasible outline of the tactics and strategies for implementing the program? Have the financial impact and cost of the program been thoroughly evaluated and determined to be in line with company practices? In this study, only one idea generated from the brainstorming session made it past all the listed hurdles and on to step 5.
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7) Finally, the product was test marketed in six of the Citicorp branches within the target market. Test marketing is a form of causal research. Given successful test marketing results, the product is introduced nationally.
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Executive Summary Background Problem Definition/Objectives of the Research Approach to the Problem Research Design Fieldwork/Data Collection Data Analysis Reporting Cost and Time Appendices
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Greenfield Online Research Center, Inc. (http://www.greenfieldonline.com), based in Westport, Connecticut, is a subsidiary of the Greenfield Consulting Group. The Online Research Center conducts focus groups, surveys, and polls over the Internet. The company has built up a panel of several thousand Internet users, from which it draws survey samples. The samples may be used for descriptive research designs like single or multiple cross-sectional designs, as well as longitudinal designs. Causal designs can also be implemented. Respondents may also be chosen from the registered Internet users. 2-93 Copyright 2010 Pearson Education, Inc.
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Primary data are originated by a researcher for the specific purpose of addressing the problem at hand. The collection of primary data involves all six steps of the marketing research process (Chapter 1). Secondary data are data that have already been collected for purposes other than the problem at hand. These data can be located quickly and inexpensively.
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Primary Data Collection purpose Collection process Collection cost Collection time
Secondary Data
For the problem at hand For other problems Very involved Rapid & easy High Relatively low Long Short
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Identify the problem Better define the problem Develop an approach to the problem Formulate an appropriate research design (for example, by identifying the key variables) Answer certain research questions and test some hypotheses Interpret primary data more insightfully
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Specifications: Methodology Used to Collect the Data Error: Accuracy of the Data Currency: When the Data Were Collected Objective(s): The Purpose for Which the Data Were Collected Nature: The Content of the Data Dependability: Overall, How Dependable Are the Data
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Data collection method, response rate, quality & analysis of data, sampling technique & size, questionnaire design, fieldwork. Error & Accuracy Examine errors in approach, research design, sampling, data collection & analysis, & reporting. Currency Time lag between collection & publication, frequency of updates. Objective Why were the data collected? Nature Definition of key variables, units of measurement, categories used, relationships examined. Dependability Expertise, credibility, reputation, and trustworthiness of the source. Specifications & Methodology
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Secondary Data
Internal
External
Ready to Use
Published Materials
Computerized Databases
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Syndicated Services
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Internal Secondary Data Department Store Project Sales were analyzed to obtain: Sales by product line Sales by major department (e.g., men's wear, house wares) Sales by specific stores Sales by geographical region Sales by cash versus credit purchases Sales in specific time periods Sales by size of purchase Sales trends in many of these classifications were also examined
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Type of Individual/Household Level Data Available from Syndicated Firms I. Demographic Data - Identification (name, address, email, telephone) - Sex - Marital status - Names of family members - Age (including ages of family members) - Income - Occupation - Number of children present - Home ownership - Length of residence - Number and make of cars owned
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Secondary Data
Primary Data
Qualitative Vs. Quantitative Research Table 5.1 Objective Qualitative Research To gain a qualitative understanding of the underlying reasons and motivations Small number of nonrepresentative cases Unstructured Non-statistical Quantitative Research To quantify the data and generalize the results from the sample to the population of interest Large number of representative cases Structured Statistical Recommend a final course 2-106 of action
Develop an initial Copyright 2010 Pearson Education, Inc. 2007 Outcome understanding Prentice Hall
Direct (Nondisguised)
Focus Groups Associatio n Technique Copyright 2010 Pearson Education, Inc. 2007 s Prentice Hall
Construction Techniques
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Expressive Technique s
Table 5.2
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Group Composition Homogeneous, respondents, prescreened Physical Setting Time Duration Recording videotapes Relaxed, informal atmosphere 1-3 hours Use of audiocassettes and
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One-way mirror
Viewing room looking into the focus group room through one-way mirror
Key Qualifications of Focus Group Moderators 1. Kindness with firmness: The moderator must combine a disciplined detachment with understanding empathy so as to generate the necessary interaction. 2. Permissiveness: The moderator must be permissive yet alert to signs that the groups cordiality or purpose is disintegrating. 3. Involvement: The moderator must encourage and stimulate intense personal involvement. 4. Incomplete understanding: The moderator must encourage respondents to be more specific about generalized comments by exhibiting incomplete understanding. 2-112
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Key Qualifications of Focus Group Moderators 5. Encouragement: The moderator must encourage unresponsive members to participate. 6. Flexibility: The moderator must be able to improvise and alter the planned outline amid the distractions of the group process. 7. Sensitivity: The moderator must be sensitive enough to guide the group discussion at an intellectual as well as emotional level.
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Two-way focus group. This allows one target group to listen to and learn from a related group. For example, a focus group of physicians viewed a focus group of arthritis patients discussing the treatment they desired. Dual-moderator group. A focus group conducted by two moderators: One moderator is responsible for the smooth flow of the session, and the other ensures that specific issues are discussed. Dueling-moderator group. There are two moderators, but they deliberately take opposite positions on the issues to be discussed.
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Respondent-moderator group. The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics. Client-participant groups. Client personnel are identified and made part of the discussion group. Mini groups. These groups consist of a moderator and only 4 or 5 respondents. Telesession groups. Focus group sessions by phone using the conference call technique. Online focus groups. Focus groups conducted online over the Internet.
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Synergism Snowballing Stimulation Security Spontaneity Serendipity Specialization Scientific scrutiny Structure Speed
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1. 2. 3. 4. 5.
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Group composition
Time duration
1-1.5 hours
1-3 hours
Physical setting
Respondent identity
Difficult to verify
Respondent attentiveness
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Respondent recruiting
Group dynamics
Synergistic, snowballing
Openness of respondents Respondents are more candid due to lack of face-to-face contact
Nonverbal communication Body language cannot be observed. Emotions expressed by using symbols
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Observational
None
Can be expensive
Client Involvement
Limited
High
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Geographical constraints are removed and time constraints are lessened. Unique opportunity to re-contact group participants at a later date. Can recruit people not interested in traditional focus groups: doctors, lawyers, etc. Moderators can carry on side conversations with individual respondents. There is no travel, videotaping, or facilities to arrange so the cost is much lower.
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Only people that have access to the Internet can participate. Verifying that a respondent is a member of a target group is difficult. There is lack of general control over the respondent's environment. Only audio and visual stimuli can be tested. Products can not be touched (e.g., clothing) or smelled (e.g., perfumes).
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