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Ch 8
 

Ch 8

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  • 2. Exploratory Research Might get info from past performance of sales
  • External Data Collection Examples: UPC barcodes record data in commercially available data bases used for tracking customer purchases or inventory control.

Ch 8 Ch 8 Presentation Transcript

  • The Marketing Research Function
    Intro to Marketing Chapter 8
  • Marketing Research Function
    Purpose of research:
    To analyze competition performance
    to gauge acceptance of new products and package designs
    to develop promotional campaigns
  • Development of the Marketing Research Function
    Charles C. Parlin
    How has technology affected research?
    It has allowed for storage of more data & simulation for testing.
  • Marketing Research Process
    1. Problem Definition
    What is the problem?
    For example: sales are dropping, new product is out, or new advertising
  • Marketing Research Process
    2. Exploratory Research
    Discover the cause of the problem
    For example: Finding out why sales have dropped. Finding out is customers like the new product or advertising
    Using Internal Data
    Also called Situational Analysis
    Sales records, financial statements
  • 3. Formulating Hypothesis
    Guess about the outcome. It can be right or wrong
    4. Research Design
    Test designed to see if
    hypothesis is right or
    wrong
    Marketing Research Helped Kraft Develop the Product and Effective Advertising for Its DiGiorno Pizza
  • 5. Data Collection
    Collecting data to test the hypothesis
    Marketing Research Methods
    Secondary: previously published
    Primary: collected for the first time
  • Interpreting and Presenting Information
    • Marketing Research is intended to assist in decision making, not be the final say.
  • Marketing Research Methods
    Secondary Data Collection
    Internal
    example:sales records
    External
    example: government reports, census, Internet, industry publications
  • External Secondary Data
    Advantages:
    Less expensive, abundant supply
    Takes less time to gather
    Disadvantages:
    May be outdated
    May be collected for a different purpose so it’s irrelevant
  • Sampling Techniques
    Population or Universe
    Group the researcher wants to study
    Census
    If all sources are contacted
  • Sample
    Representative
    group
    Must be
    representative of target market - crucial for pertinent results
    Probability sample - every member has equal chance of being selected (random)
    Non-probability sample- on the street interview
  • Primary Research Methods
    1. Observation Method
    For example: traffic count, license plate check, supermarket scanners, spies, recording of TV viewing habits, virtual reality
  • 2. Survey Method
    For example: personal interview, phone interview, computer interview, etc.
  • Survey Method (cont.)
    Telephone Interviews
    Inexpensive
    High response rate
    Convenient
    No picture of item of discussion
    Impersonal
    Bad Reputation
    Internationally phone connections are poor
    Caller ID’s screen calls
    Unlisted numbers are not reachable
  • Survey Method (cont.)
    Personal Interview
    Often the best method because rapport can be established
    Takes more time and money
    Can explain unclear questions
    Best for international information
  • Survey Method (cont.)
    Focus Groups
    8-12 people can be too small to be reliable
    Widely used
    Generally video taped for late analysis
  • Survey Method (cont.)
    Mail Surveys
    Cost effective
    Only 40-50% return rate
    Effective for national studies buy not for international ones
    Junk mail reputation
    Based on effectiveness of US Post Office
    Fax Surveys
    Novelty
    Faster results than mail
  • Survey Method (cont.)
    Online Surveys
    Fast
    Respondents are more truthful to the computer
    Cannot explain unclear questions
  • 3. Controlled Experiment Method
    Compares test groups to control groups
    Problems with trying to control the variables of real-life situations
    Done in field or lab
    Testing a Global Advertisement
  • TEST MARKETING
    Most common method of experimental data gathering
    Introduces a product in a location that matches the target market demographics
    Disadvantages
    Expensive
    Competitors find about about products
    Some products are too expensive to produce for test marketing (cars)
  • Conducting International Marketing Research
    Language & Cultural Issues
    US Government has good sources of information on the other countries