This document outlines the 11 steps of the marketing research process: 1) Establish need for research, 2) Define the problem, 3) Establish objectives, 4) Determine research design, 5) Identify information sources, 6) Determine data collection methods, 7) Design data collection forms, 8) Determine sample plan, 9) Collect data, 10) Analyze data, 11) Prepare and present report. It emphasizes properly defining the problem as the most important step, and defines key concepts like research objectives, constructs, and the components of a marketing research proposal.
The document provides an overview of marketing management concepts from Chapter 1, including the 4 P's of marketing (product, price, place, promotion), target markets, segmentation, value propositions, branding, marketing channels, and the roles and responsibilities of a marketing manager. Key concepts covered are identifying customer needs, developing marketing strategies and plans, building strong brands, and communicating value to customers.
This document discusses sources of error in survey data collection and ways to minimize them. It describes two main types of errors: sampling error and non-sampling error. Non-sampling error includes errors from non-response, data collection, data handling, analysis and interpretation. Intentional and unintentional errors can occur from both fieldworkers and respondents. Ways to control errors include supervision of fieldworkers, pretesting questionnaires, ensuring respondent anonymity and confidentiality, and calculating response rates. Measuring nonresponse helps assess potential bias from incomplete data collection.
This document provides a summary of chapters 13-14 from the textbook and chapter 8 from another source. It discusses key topics such as marketing channels, designing channel systems, managing intermediaries, and trends in retailing including the growth of e-commerce and mobile commerce. Major types of retailers and wholesalers are defined. The document also examines supply chain management, private label brands, and multichannel marketing strategies.
This document summarizes chapters from two textbooks about branding and brand positioning. It discusses key concepts such as what a brand is, how branding works, how to build and measure brand equity, and the importance of developing an effective brand positioning statement. The document also outlines various strategies for market leaders, challengers, followers and niche players to compete in the marketplace and defend or grow their market share.
The document discusses various survey data collection methods, including their advantages and disadvantages. It covers person-administered surveys, computer-administered surveys, self-administered surveys, and mixed-mode surveys. Specific methods described in more detail include central location telephone surveying, CATI, fully automated surveys, online interviews, group self-administered surveys, drop-off surveys, mail surveys, and social surveys. The document concludes that researchers must balance factors like time, cost, respondent interaction needs, and cultural considerations when choosing a survey method.
This chapter discusses key concepts in sampling, including different types of probability and non-probability sampling methods. It defines important sampling terms like population, sample, sampling frame and sampling error. It then explains four probability sampling techniques: simple random sampling, systematic sampling, cluster sampling and stratified sampling. It also outlines four non-probability sampling methods: convenience sampling, purposive sampling, referral sampling, and quota sampling. The chapter concludes with a discussion of online sampling techniques.
Marketing research plan project project bmgt 311Chris Lovett
This document outlines a marketing research group project for students to conduct for the Pittsburgh Cultural Trust. The goal is to help the Trust target younger donors aged 25-45 and identify how to attract this demographic. Students will use secondary research tools to analyze the target market and make recommendations, including developing and distributing an online survey. Key deliverables are a 15-minute presentation of recommendations to the Trust and a written report following the marketing research process discussed in class. The project aims to provide strategic recommendations to help the Trust attract more young donors.
This document provides an overview of secondary data and packaged information. It defines secondary data as information collected by someone other than the researcher for a purpose other than the current research project. The document discusses internal and external secondary data sources and how to evaluate secondary data. It also defines packaged information as prepackaged data and services and discusses the advantages and disadvantages of syndicated data and packaged services. Finally, it provides examples of marketing applications of packaged information.
The document provides an overview of marketing management concepts from Chapter 1, including the 4 P's of marketing (product, price, place, promotion), target markets, segmentation, value propositions, branding, marketing channels, and the roles and responsibilities of a marketing manager. Key concepts covered are identifying customer needs, developing marketing strategies and plans, building strong brands, and communicating value to customers.
This document discusses sources of error in survey data collection and ways to minimize them. It describes two main types of errors: sampling error and non-sampling error. Non-sampling error includes errors from non-response, data collection, data handling, analysis and interpretation. Intentional and unintentional errors can occur from both fieldworkers and respondents. Ways to control errors include supervision of fieldworkers, pretesting questionnaires, ensuring respondent anonymity and confidentiality, and calculating response rates. Measuring nonresponse helps assess potential bias from incomplete data collection.
This document provides a summary of chapters 13-14 from the textbook and chapter 8 from another source. It discusses key topics such as marketing channels, designing channel systems, managing intermediaries, and trends in retailing including the growth of e-commerce and mobile commerce. Major types of retailers and wholesalers are defined. The document also examines supply chain management, private label brands, and multichannel marketing strategies.
This document summarizes chapters from two textbooks about branding and brand positioning. It discusses key concepts such as what a brand is, how branding works, how to build and measure brand equity, and the importance of developing an effective brand positioning statement. The document also outlines various strategies for market leaders, challengers, followers and niche players to compete in the marketplace and defend or grow their market share.
The document discusses various survey data collection methods, including their advantages and disadvantages. It covers person-administered surveys, computer-administered surveys, self-administered surveys, and mixed-mode surveys. Specific methods described in more detail include central location telephone surveying, CATI, fully automated surveys, online interviews, group self-administered surveys, drop-off surveys, mail surveys, and social surveys. The document concludes that researchers must balance factors like time, cost, respondent interaction needs, and cultural considerations when choosing a survey method.
This chapter discusses key concepts in sampling, including different types of probability and non-probability sampling methods. It defines important sampling terms like population, sample, sampling frame and sampling error. It then explains four probability sampling techniques: simple random sampling, systematic sampling, cluster sampling and stratified sampling. It also outlines four non-probability sampling methods: convenience sampling, purposive sampling, referral sampling, and quota sampling. The chapter concludes with a discussion of online sampling techniques.
Marketing research plan project project bmgt 311Chris Lovett
This document outlines a marketing research group project for students to conduct for the Pittsburgh Cultural Trust. The goal is to help the Trust target younger donors aged 25-45 and identify how to attract this demographic. Students will use secondary research tools to analyze the target market and make recommendations, including developing and distributing an online survey. Key deliverables are a 15-minute presentation of recommendations to the Trust and a written report following the marketing research process discussed in class. The project aims to provide strategic recommendations to help the Trust attract more young donors.
This document provides an overview of secondary data and packaged information. It defines secondary data as information collected by someone other than the researcher for a purpose other than the current research project. The document discusses internal and external secondary data sources and how to evaluate secondary data. It also defines packaged information as prepackaged data and services and discusses the advantages and disadvantages of syndicated data and packaged services. Finally, it provides examples of marketing applications of packaged information.
The document outlines the steps in the marketing research process:
1. Establish the need for marketing research by determining if there is a problem or opportunity that requires a decision.
2. Define the problem by specifying the decision alternatives and their potential consequences. Properly defining the problem is critical.
3. Establish research objectives that, when achieved, provide the information needed to solve the problem defined in step 2. The objectives specify what information to collect and from whom.
4. Determine the research design, sources of information, methods for data collection, and how to analyze and present the findings to address the objectives. The goal is to fill information gaps for decision makers.
This document discusses the key steps in defining a marketing research problem and conducting the research process. It outlines identifying the problem, stating research objectives, determining if the information already exists and if the question can be answered. It also covers translating the management problem into a research problem, understanding the decision environment, using symptoms to clarify the problem, and recognizing opportunities. The document then discusses the research design, data collection methods, data analysis, reporting results, and following up on the research. Finally, it briefly touches on managing the research process through a research request and request for proposal.
The document outlines the 11 steps of the marketing research process: (1) establish need, (2) define problem, (3) set objectives, (4) determine design, (5) identify information sources, (6) determine data collection methods, (7) design collection forms, (8) determine sampling, (9) collect data, (10) analyze data, and (11) prepare and present report. Following these steps provides researchers with an overview of the entire process and a framework to systematically conduct research and solve marketing problems. The steps are interactive and not always linear, allowing flexibility based on each unique research need.
Here are the key questions you need to answer and sources of secondary data that could help:
1. Where is your target market located? (census data on demographics, income levels by neighborhood)
2. What competitors are in the area and where are they located? (business directories, competitor websites)
3. What is traffic and commuting patterns in the area? (traffic studies, municipal planning reports)
4. What retail clusters or shopping areas already exist? (commercial real estate listings and reports, municipal land use and zoning maps)
5. What properties/locations are available? (commercial real estate listings)
Sources of secondary data include:
- Census data
- Traffic/
This document provides an overview of marketing research. It discusses the purpose of marketing research, the stages of the marketing research process, types of research designs and data collection methods. It also covers topics like survey design, sampling, data analysis, changing technologies, international considerations, evaluating research, and ethical issues. The key aspects of marketing research presented are problem definition, research design, data collection and analysis, and using findings to help answer marketing questions and make better decisions.
Steps in research process...mejo k georgeMejo K George
The document outlines the 10 key steps in the research process:
1. Selecting a research topic and defining the problem.
2. Specifying research objectives and designing the appropriate research method (qualitative or quantitative).
3. Identifying the necessary information and designing methods of data collection like surveys or interviews.
4. Designing questionnaires or interview guides and managing the data collection process.
5. Analyzing and interpreting the results to draw conclusions.
6. Preparing a final research report to communicate findings to clients in a clear and concise manner.
Marketing research involves systematically collecting, recording, and analyzing data to solve marketing problems. It has two main components - marketing and research. Marketing refers to creating value for customers, while research refers to a scientific study of a problem. There are three main steps to the marketing research process: 1) defining the problem, 2) designing the research, and 3) collecting and analyzing data. Problem definition involves understanding the client's needs, environment, and objectives. Research design specifies the methodology, including what data is needed and how it will be collected and analyzed. Overall, marketing research links customers and markets to organizations through insights gleaned from a systematic process.
DEFINING THE MARKETING RESEARCH PROBLEM AND DEVELOPING AN APPROACHShashank Kapoor
This document provides an overview of Delphi Research Services Pvt Ltd, a market research and strategic consulting firm based in India. It discusses Delphi's areas of specialization in industrial, business-to-business, social and development research, and specialized consumer research for the services sector. It notes Delphi was established in 1991 and has expertise in research for Indian and international clients. It also briefly outlines Delphi's infrastructure, headquartered in Bangalore with field offices in other major cities, and lists some of its major clients across various industries.
The presentation gives some idea for the persons who are new to the "Marketing Research Process". It explains the entire process that is being processed in this Marketing Research Process.
Marketing research involves systematically collecting, analyzing, and reporting data to help address marketing problems and opportunities. It identifies customer pain points - specific problems customers experience - so marketers can position their offerings as solutions. The marketing researcher's job is to produce insights that inform marketing decisions. This involves defining problems, developing research plans, collecting and analyzing information, and presenting findings. Research approaches include surveys, experiments, observations, and focus groups. The research plan specifies data sources, instruments, sampling, and contact methods. Analyzing and interpreting findings allows drawing conclusions to report to management.
This document outlines the marketing research process and design. It discusses defining the research problem, estimating the value of information, selecting the data collection approach, measurement techniques, sampling, analysis methods, ethics, costs, and proposal elements. The goal of research design is to generate the most valuable information relative to costs by specifying procedures for collecting and analyzing necessary data to identify or react to problems or opportunities. Key decisions include what information to generate, data collection and measurement approaches, and analytical methods.
- To Understand the Importance of Consumer Research for Firms and Their Brands, as Well as Consumers.
-To Navigate Steps in the Consumer Research Process using Models & Frameworks.
- To Explain the Importance of Establishing Specific Research Objectives as the First Step in the Design of a Consumer Research Project.
The document outlines the 10 key steps in the research process:
1. Selecting a research topic and defining the problem.
2. Specifying the research objectives.
3. Developing a research design and determining what information is required.
4. Designing methods to collect primary and secondary data, such as through surveys.
5. Analyzing and interpreting the results to draw conclusions.
6. Preparing a final research report to communicate the findings to clients.
Marketing research has evolved to become global, real-time, specialized, and integrated with marketing. IBM conducts international tracking studies to understand trends in mainframe computing. Recipo allows clients to view customer feedback in real-time. Portico specializes in observational research through video recordings. P&G created a website to target teens and improves products based on feedback. Marketing research involves problem identification, definition, and solving through exploratory and descriptive methods like surveys. It follows a process from problem definition to report preparation.
This document discusses the process of selecting the right international market for a company. It involves conducting global market research on the foreign market's micro-environment including factors like market potential, size, growth, competition, and access. The research also examines the buyer or decision-making units in that market. Key economic, political, and legal forces affecting different regions and countries are also screened. The process then narrows down to screening specific markets before selecting one international market based on this research and analysis.
The document provides an overview of marketing research and decision support systems. It discusses the marketing research process, including defining problems, designing research, collecting and analyzing data, and communicating findings. It also covers topics like research methods, sampling, data collection instruments, analysis techniques, and evaluating research quality. Additionally, it introduces marketing decision support systems and database marketing.
Principles of Marketing Philippine Managing Information and Marketing ResearchDr. John V. Padua
This document provides an overview of managing information and marketing research. It discusses the importance of information to companies and defines marketing research. The marketing information system is introduced as consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute timely and accurate information. The four main steps in the marketing research process are outlined as defining the problem, developing a research plan, implementing the plan, and reporting findings.
Market research plays a crucial role in a business’s success and growth and is an important aspect of starting a new business or developing a new product or even getting to know about your competition. Let's learn it's importance in marketing management and 7 steps of market research process.
This document discusses defining the marketing research problem and approach. It explains that properly defining the problem involves understanding both the visible symptoms and underlying causes through qualitative research. Well-defined research questions are needed to guide the subsequent research design and data collection. Both management problems and underlying marketing research problems must be considered. Common errors in problem definition are problems that are too broad or narrow in scope. Key components of defining the research problem include developing relevant research questions and hypotheses within an appropriate analytical framework.
1. The document discusses developing an effective advertising program, including setting objectives, deciding budgets, developing campaigns, choosing media types and measuring impact.
2. It also covers sales promotion tactics, holding brand-building events, and exploiting public relations through news, events and published materials to build interest and influence target groups.
3. Key aspects of advertising discussed include the creative brief, media scheduling patterns, and metrics like share of voice and market that can evaluate advertising effectiveness.
This document discusses integrated marketing communications and the process of developing an effective communications strategy. It covers identifying the target audience, setting objectives, designing communications, selecting channels, establishing a budget, deciding on the marketing mix, managing the integrated marketing communications program, and measuring results. Key aspects of an ideal advertising campaign are exposing the right consumer to the message at the right time, gaining attention, reflecting consumer understanding, correctly positioning the brand, and motivating purchase.
The document outlines the steps in the marketing research process:
1. Establish the need for marketing research by determining if there is a problem or opportunity that requires a decision.
2. Define the problem by specifying the decision alternatives and their potential consequences. Properly defining the problem is critical.
3. Establish research objectives that, when achieved, provide the information needed to solve the problem defined in step 2. The objectives specify what information to collect and from whom.
4. Determine the research design, sources of information, methods for data collection, and how to analyze and present the findings to address the objectives. The goal is to fill information gaps for decision makers.
This document discusses the key steps in defining a marketing research problem and conducting the research process. It outlines identifying the problem, stating research objectives, determining if the information already exists and if the question can be answered. It also covers translating the management problem into a research problem, understanding the decision environment, using symptoms to clarify the problem, and recognizing opportunities. The document then discusses the research design, data collection methods, data analysis, reporting results, and following up on the research. Finally, it briefly touches on managing the research process through a research request and request for proposal.
The document outlines the 11 steps of the marketing research process: (1) establish need, (2) define problem, (3) set objectives, (4) determine design, (5) identify information sources, (6) determine data collection methods, (7) design collection forms, (8) determine sampling, (9) collect data, (10) analyze data, and (11) prepare and present report. Following these steps provides researchers with an overview of the entire process and a framework to systematically conduct research and solve marketing problems. The steps are interactive and not always linear, allowing flexibility based on each unique research need.
Here are the key questions you need to answer and sources of secondary data that could help:
1. Where is your target market located? (census data on demographics, income levels by neighborhood)
2. What competitors are in the area and where are they located? (business directories, competitor websites)
3. What is traffic and commuting patterns in the area? (traffic studies, municipal planning reports)
4. What retail clusters or shopping areas already exist? (commercial real estate listings and reports, municipal land use and zoning maps)
5. What properties/locations are available? (commercial real estate listings)
Sources of secondary data include:
- Census data
- Traffic/
This document provides an overview of marketing research. It discusses the purpose of marketing research, the stages of the marketing research process, types of research designs and data collection methods. It also covers topics like survey design, sampling, data analysis, changing technologies, international considerations, evaluating research, and ethical issues. The key aspects of marketing research presented are problem definition, research design, data collection and analysis, and using findings to help answer marketing questions and make better decisions.
Steps in research process...mejo k georgeMejo K George
The document outlines the 10 key steps in the research process:
1. Selecting a research topic and defining the problem.
2. Specifying research objectives and designing the appropriate research method (qualitative or quantitative).
3. Identifying the necessary information and designing methods of data collection like surveys or interviews.
4. Designing questionnaires or interview guides and managing the data collection process.
5. Analyzing and interpreting the results to draw conclusions.
6. Preparing a final research report to communicate findings to clients in a clear and concise manner.
Marketing research involves systematically collecting, recording, and analyzing data to solve marketing problems. It has two main components - marketing and research. Marketing refers to creating value for customers, while research refers to a scientific study of a problem. There are three main steps to the marketing research process: 1) defining the problem, 2) designing the research, and 3) collecting and analyzing data. Problem definition involves understanding the client's needs, environment, and objectives. Research design specifies the methodology, including what data is needed and how it will be collected and analyzed. Overall, marketing research links customers and markets to organizations through insights gleaned from a systematic process.
DEFINING THE MARKETING RESEARCH PROBLEM AND DEVELOPING AN APPROACHShashank Kapoor
This document provides an overview of Delphi Research Services Pvt Ltd, a market research and strategic consulting firm based in India. It discusses Delphi's areas of specialization in industrial, business-to-business, social and development research, and specialized consumer research for the services sector. It notes Delphi was established in 1991 and has expertise in research for Indian and international clients. It also briefly outlines Delphi's infrastructure, headquartered in Bangalore with field offices in other major cities, and lists some of its major clients across various industries.
The presentation gives some idea for the persons who are new to the "Marketing Research Process". It explains the entire process that is being processed in this Marketing Research Process.
Marketing research involves systematically collecting, analyzing, and reporting data to help address marketing problems and opportunities. It identifies customer pain points - specific problems customers experience - so marketers can position their offerings as solutions. The marketing researcher's job is to produce insights that inform marketing decisions. This involves defining problems, developing research plans, collecting and analyzing information, and presenting findings. Research approaches include surveys, experiments, observations, and focus groups. The research plan specifies data sources, instruments, sampling, and contact methods. Analyzing and interpreting findings allows drawing conclusions to report to management.
This document outlines the marketing research process and design. It discusses defining the research problem, estimating the value of information, selecting the data collection approach, measurement techniques, sampling, analysis methods, ethics, costs, and proposal elements. The goal of research design is to generate the most valuable information relative to costs by specifying procedures for collecting and analyzing necessary data to identify or react to problems or opportunities. Key decisions include what information to generate, data collection and measurement approaches, and analytical methods.
- To Understand the Importance of Consumer Research for Firms and Their Brands, as Well as Consumers.
-To Navigate Steps in the Consumer Research Process using Models & Frameworks.
- To Explain the Importance of Establishing Specific Research Objectives as the First Step in the Design of a Consumer Research Project.
The document outlines the 10 key steps in the research process:
1. Selecting a research topic and defining the problem.
2. Specifying the research objectives.
3. Developing a research design and determining what information is required.
4. Designing methods to collect primary and secondary data, such as through surveys.
5. Analyzing and interpreting the results to draw conclusions.
6. Preparing a final research report to communicate the findings to clients.
Marketing research has evolved to become global, real-time, specialized, and integrated with marketing. IBM conducts international tracking studies to understand trends in mainframe computing. Recipo allows clients to view customer feedback in real-time. Portico specializes in observational research through video recordings. P&G created a website to target teens and improves products based on feedback. Marketing research involves problem identification, definition, and solving through exploratory and descriptive methods like surveys. It follows a process from problem definition to report preparation.
This document discusses the process of selecting the right international market for a company. It involves conducting global market research on the foreign market's micro-environment including factors like market potential, size, growth, competition, and access. The research also examines the buyer or decision-making units in that market. Key economic, political, and legal forces affecting different regions and countries are also screened. The process then narrows down to screening specific markets before selecting one international market based on this research and analysis.
The document provides an overview of marketing research and decision support systems. It discusses the marketing research process, including defining problems, designing research, collecting and analyzing data, and communicating findings. It also covers topics like research methods, sampling, data collection instruments, analysis techniques, and evaluating research quality. Additionally, it introduces marketing decision support systems and database marketing.
Principles of Marketing Philippine Managing Information and Marketing ResearchDr. John V. Padua
This document provides an overview of managing information and marketing research. It discusses the importance of information to companies and defines marketing research. The marketing information system is introduced as consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute timely and accurate information. The four main steps in the marketing research process are outlined as defining the problem, developing a research plan, implementing the plan, and reporting findings.
Market research plays a crucial role in a business’s success and growth and is an important aspect of starting a new business or developing a new product or even getting to know about your competition. Let's learn it's importance in marketing management and 7 steps of market research process.
This document discusses defining the marketing research problem and approach. It explains that properly defining the problem involves understanding both the visible symptoms and underlying causes through qualitative research. Well-defined research questions are needed to guide the subsequent research design and data collection. Both management problems and underlying marketing research problems must be considered. Common errors in problem definition are problems that are too broad or narrow in scope. Key components of defining the research problem include developing relevant research questions and hypotheses within an appropriate analytical framework.
1. The document discusses developing an effective advertising program, including setting objectives, deciding budgets, developing campaigns, choosing media types and measuring impact.
2. It also covers sales promotion tactics, holding brand-building events, and exploiting public relations through news, events and published materials to build interest and influence target groups.
3. Key aspects of advertising discussed include the creative brief, media scheduling patterns, and metrics like share of voice and market that can evaluate advertising effectiveness.
This document discusses integrated marketing communications and the process of developing an effective communications strategy. It covers identifying the target audience, setting objectives, designing communications, selecting channels, establishing a budget, deciding on the marketing mix, managing the integrated marketing communications program, and measuring results. Key aspects of an ideal advertising campaign are exposing the right consumer to the message at the right time, gaining attention, reflecting consumer understanding, correctly positioning the brand, and motivating purchase.
This document summarizes key concepts about retail marketing intermediaries from Chapter 14 of BMGT 411. It discusses the major types of retailers like specialty stores, department stores, supermarkets, and superstores. It also covers trends in retailing like the growth of non-store selling and pop-up stores. Additionally, it examines topics such as private label brands, supply chain management, and multichannel marketing strategies.
This document discusses various personal marketing channels that companies can use, including direct mail, email, display advertising, search engine optimization (SEO), search engine marketing (SEM), and social media marketing. It provides details on how to create effective direct mail and email marketing campaigns, and highlights advantages and disadvantages of different personal marketing approaches. The best marketing strategy incorporates multiple channels, with the first steps being building a strong website and developing email and social media lists.
The document discusses elements that should be included in a marketing research report, including the importance of the report, formatting, and use of visualizations. It provides guidelines for each section of the report such as the introduction, methods, results, conclusions and recommendations. The document also discusses best practices for presenting research orally and avoiding plagiarism. Key visualization tools mentioned include tables, graphs, pie charts and bar charts. Formatting elements covered include the title page, table of contents, references, and appendices.
This document provides an overview of regression analysis techniques used in marketing research. It describes bivariate regression, which uses one independent variable to predict another dependent variable. It then explains multiple regression, which uses two or more independent variables to predict a dependent variable. The document provides an example of a multiple regression equation predicting consumer intention to purchase a Lexus. It also outlines key assumptions and concepts in multiple regression like determining which variables influence the dependent variable and by how much.
This document discusses different types of associative analyses used to determine relationships between two variables, including cross-tabulations and chi-square analysis for nominal variables and correlations for metric variables. It explains that cross-tabulations show frequencies of variables in rows and columns and chi-square analysis determines if variables are significantly related by comparing observed and expected frequencies. Correlations quantify the strength and direction of linear relationships between metric variables on a scale of -1 to 1. Associative analyses help identify consistent patterns between variables.
This document discusses methods for testing differences between groups, including t-tests, z-tests, and ANOVA. It provides examples of how to test for significant differences between percentages and means of two independent groups. Key points covered include determining if a difference is statistically significant, using ANOVA to compare means of three or more groups, and properly reporting difference test results to clients.
The document discusses descriptive statistical analysis techniques used in marketing research such as measures of central tendency, variability, frequency distributions, and hypothesis testing. It provides examples of how to calculate the mean, median, mode, and range of a data set and construct a frequency distribution table. The document also demonstrates how to conduct a hypothesis test to determine if a sample provides sufficient evidence to support or reject a hypothesized population parameter value.
This document discusses non-sampling errors that can occur during survey data collection and how to minimize them. It identifies four main types of non-sampling error: nonresponse error, data collection errors, data handling errors, and data analysis/interpretation errors. It also describes different types of errors that can occur during data collection, including fieldworker errors, respondent errors, intentional errors, and unintentional errors. Finally, it discusses ways to calculate response rates, measure nonresponse error, and control for errors during data collection such as using supervision, role-playing, and incentives.
This document discusses determining appropriate sample sizes for research studies. It covers key concepts like the relationship between sample size, accuracy, and sampling error. The confidence interval approach is presented as a method for calculating sample sizes based on desired confidence levels, population variability, and margin of error. Formulas for sample size, margin of error, and small population adjustments are provided. Examples show how to apply the concepts and calculate sample sizes for different research scenarios. Practical considerations like estimating variability and determining acceptable error are also addressed.
This chapter discusses marketing channels and the decisions involved in designing integrated channel systems. It addresses the following key points:
1) A marketing channel system involves the set of organizations that make a product available to consumers, moving the product from production through various intermediaries until purchase.
2) Companies must decide whether to use a "push" strategy of inducing intermediaries to sell their product or a "pull" strategy of advertising directly to consumers.
3) When designing channel systems, companies analyze customer needs, establish objectives, identify alternatives like types/number of intermediaries, and evaluate costs and fit with customers.
4) Managing channels involves selecting and training members, evaluating performance over time, and addressing conflicts
Marketing research plan project project bmgt 311_atChris Lovett
This document outlines a marketing research group project for AthleteTrax, a startup that provides cloud-based team management solutions. The project involves conducting competitive, secondary, and primary marketing research to determine the best digital marketing channels for AthleteTrax's target markets of college club sports teams, youth sports leagues, and sanctioned high school sports. Deliverables include a 15-minute presentation and written report following the marketing research framework, along with a 2015 marketing event calendar for AthleteTrax.
This syllabus outlines the course requirements and policies for a Marketing Research course taught at Point Park University. The key aspects are:
- The course is 3 credits and meets on Saturdays from 8:30am to 12:30pm. It focuses on analyzing and interpreting marketing research findings through case studies and a digital marketing focus.
- Students will complete a semester-long marketing research project, take two exams, submit five article reviews, and participate in class activities and discussions.
- The required textbook is "Marketing Research" by Alvin Burns and Ronald Bush. Students will learn about research design, sampling, data analysis, and presenting findings.
- Attendance is required and students must complete
This syllabus outlines the course objectives, requirements, schedule, and policies for a Marketing Research course at Point Park University. The key points are:
- The course will focus on digital marketing research and teach students how to analyze data, design and conduct surveys, and draw strategic conclusions from research findings.
- Major assignments include a marketing research project, 3 exams, and 5 article reviews presented in class. The project involves developing a research plan and presenting findings.
- The course will be taught through lectures, discussions, guest speakers and in-class activities. It covers topics like secondary research, survey design, sampling, and data analysis over 16 weeks.
- Students will be evaluated based on the project,
The document discusses developing pricing strategies and programs, outlining steps such as determining demand, estimating costs, analyzing competitors, and selecting a final price. It also covers pricing considerations like differentiated pricing for segments, products, and channels. Various pricing methods are presented such as markup pricing, target return pricing, and perceived value pricing.
This chapter discusses services and how they differ from goods. It defines services as intangible acts that do not result in ownership. Services are classified on a continuum from pure tangible goods to pure services. Key characteristics of services include intangibility, inseparability, variability, and perishability. The chapter also covers new service realities like customer empowerment through social media. It discusses ways to improve service quality such as managing customer expectations and addressing the gaps in service quality. Determinants of high service quality are listed as reliability, responsiveness, assurance, empathy, and tangibles.
Strategic marketing plan project individual project bmgt 411Chris Lovett
Students will develop a strategic marketing plan for AthleteTrax, a startup that provides cloud-based team management solutions. The plan will focus on growing usage among college club sports teams and identifying key target markets to increase youth sports adoption. It will connect marketing to sales through brand ambassadors and develop an interactive marketing strategy using channels like Google AdWords, Facebook advertising, and Twitter promoted tweets. Students will analyze AthleteTrax's competitors and recommend tactics for 2015 including a budget, calendar of activities, and metrics to measure success. Deliverables include a 15-minute presentation and written report with the marketing plan recommendations.
This document provides the syllabus for an Advanced Marketing Management course taught at Point Park University. It outlines general course information, required textbooks, teaching methods, policies, course requirements and grading procedures. The course aims to help students recognize and apply key marketing concepts and tools. Major assignments include a marketing plan, exams, article reviews and class participation. Topics to be covered include strategic planning, market research, branding, pricing, communications and analytics. The syllabus schedules these topics over 15 weeks and provides resources for each class.
AthleteTrax is a software service that provides analytics and tracking for athletes and coaches. It is an intangible service experience rather than a tangible good. Based on the details provided, it seems to be in the early stages of the product life cycle, either introduction or growth. At this stage, it should target early adopters like elite athletes and coaches to gain awareness and trial among key influencers in order to move into the growth stage of the life cycle.
ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...PECB
Denis is a dynamic and results-driven Chief Information Officer (CIO) with a distinguished career spanning information systems analysis and technical project management. With a proven track record of spearheading the design and delivery of cutting-edge Information Management solutions, he has consistently elevated business operations, streamlined reporting functions, and maximized process efficiency.
Certified as an ISO/IEC 27001: Information Security Management Systems (ISMS) Lead Implementer, Data Protection Officer, and Cyber Risks Analyst, Denis brings a heightened focus on data security, privacy, and cyber resilience to every endeavor.
His expertise extends across a diverse spectrum of reporting, database, and web development applications, underpinned by an exceptional grasp of data storage and virtualization technologies. His proficiency in application testing, database administration, and data cleansing ensures seamless execution of complex projects.
What sets Denis apart is his comprehensive understanding of Business and Systems Analysis technologies, honed through involvement in all phases of the Software Development Lifecycle (SDLC). From meticulous requirements gathering to precise analysis, innovative design, rigorous development, thorough testing, and successful implementation, he has consistently delivered exceptional results.
Throughout his career, he has taken on multifaceted roles, from leading technical project management teams to owning solutions that drive operational excellence. His conscientious and proactive approach is unwavering, whether he is working independently or collaboratively within a team. His ability to connect with colleagues on a personal level underscores his commitment to fostering a harmonious and productive workplace environment.
Date: May 29, 2024
Tags: Information Security, ISO/IEC 27001, ISO/IEC 42001, Artificial Intelligence, GDPR
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5. LEARNING OBJECTIVES
•To gain insights into marketing research by
learning the steps in the marketing research
process
•To understand when marketing research is not
needed
•To understand the difference between the problem
and the research objective
6. LEARNING OBJECTIVES
•To know the importance of properly defining
the problem
•To appreciate a process for defining the
problem as decision alternatives
•To know the criteria all research objectives
should have and to know the sources of
problems, the role of symptoms, and the role of
the researcher
7. LEARNING OBJECTIVES
•To understand that marketing research is needed
when managers are uncertain of their assumptions
needed to specify consequences of decision
alternatives
•To know what an action standard is and why it is
needed
•To learn the components of the marketing
research proposal and ethical issues related to the
research proposal
10. CAVEATS TO A STEP-BY-STEP PROCESS
•Not always presented
as an 11-step process.
•Not all studies use all
11 steps.
•You may be able to
solve the problem with
secondary data (a visit
to the library or
Google™).
•Few studies follow the
steps in order.
11. STEP 1: ESTABLISH THE NEED
FOR MARKETING RESEARCH
•Is there a real need for marketing research?
•Research takes time and costs money.
• Value of information versus cost of
information?
•Is there a real need for marketing research?
• Marketing research is not always needed.
• We often have the information.
12. STEP 1: ESTABLISH THE NEED
FOR MARKETING RESEARCH
•When is marketing research not needed?
• The information is already available.
• The timing is wrong to conduct marketing
research.
• Funds are not available for marketing
research.
• Costs outweigh the value of marketing
research.
13. STEP 2: DEFINE THE PROBLEM
–STATING THE DECISION
!This is the most important of the 11 steps
(assuming we’ve decided to do marketing
research!).
!If the problem is incorrectly defined, all else is
wasted effort.
•The need to make a decision requires decision
alternatives. If there are no alternatives, no
decision is necessary.
14. DEFINETHE PROBLEM
• Two sources of problems:
• A problem exists when a gap exists between what was
supposed to happen and what did happen, i.e., failure to
meet an objective.
• An opportunity occurs when there is a gap between what
did happen and what could have happened…called an
opportunity
15. FROM LAUNCH UNTILTHE END OF 2012,
IT SOLD 3.06 MILLION UNITS,
ACCORDINGTO NINTENDO'S Q3
EARNINGS. FROM JAN 1.TO MARCH 31,THE
END OFTHE FISCALYEAR,THE WII SOLD
ABOUT 390,000 UNITS WORLDWIDE.
THESE SALES FAILEDTO HIT NINTENDO'S
ORIGINALTARGET OF 5.5 MILLION UNITS
BY A WIDE STRETCH,AND NINTENDO'S
EARNINGS REPORT SAIDTHE SALES SLUMP
CAUSED ITTO LOSE 36.4 BILLIONYEN.
Research in Action
16. STEP 3: ESTABLISH
OBJECTIVES
•Research objectives, when achieved, provide the
information necessary to solve the problem
identified in step 2.
•Research objectives state what the researchers
must do.
17. THE RESEARCH OBJECTIVE
•Research objectives are specific and tell the
researcher exactly what information must be
collected to solve the problem by facilitating
selection of an alternative.
18. THE RESEARCH OBJECTIVE
•Specify from whom information is to be gathered
•Specify what information is needed
•Specify the unit of measurement used to gather
information
•Word questions used to gather information using
the respondents’ frame of reference (Page 45
Example)
19. STEP 4: DETERMINE
RESEARCH DESIGN
•Descriptive research: research that describes the
phenomena of interest
•Diagnostic research: designed to determine
sources of satisfaction and dissatisfaction
•Prescriptive research: provides information that
allows the manager to best remedy the
dissatisfaction
20. STEP 4: DETERMINE
RESEARCH DESIGN
•Exploratory research: collecting information in
an unstructured and informal manner
•Causal studies: attempt to uncover what factor or
factors cause some event
21. STEP 5: IDENTIFY INFORMATION
TYPES AND SOURCES
•Primary information: information collected
specifically for the problem at hand
•Expensive!
•Secondary information: information already
collected
•Cheap!
22. STEP 6: DETERMINE METHODS OF
ACCESSING DATA
•Secondary data is relatively easy to access;
primary data is more complex.
•The most popular form of accessing data is
online surveys. Traditional modes of data
collection, such as telephone, mail, and face-
to-face intercepts, still have a place in
marketing research.
24. STEP 6: DETERMINE METHODS OF
ACCESSING DATA
•Four main choices for primary data:
• Have a person ask questions
•Use computer-assisted or direct
questioning
• Allow respondents to answer questions
themselves without computer assistance
• Use some combination of two or more of the
previous methods
25. STEP 7: DESIGN DATA
COLLECTION FORMS
!The questionnaire must be worded objectively,
clearly, and without bias in order to
communicate with respondents.
!If we observe respondents, the form is called an
observation form.
26. STEP 7: DESIGN DATA
COLLECTION FORMS
! www.surveymonkey.com
!Google Docs
! http://fluidsurveys.com
!www.polldaddy.com
27. STEP 8: DETERMINE SAMPLE
PLAN AND SIZE
•The sample plan describes how each sample
element, or unit, is to be drawn from the total
population. Gives you representativeness!
•Sample size refers to determining how many
elements of the population should be included
in the sample. Gives you accuracy!
28. STEP 9: COLLECT DATA
•Non sampling errors in data collection will occur,
so researchers must know the sources of these
errors and implement controls to minimize them.
•Researchers aim to minimize this possibility by
undertaking a control referred to as validation.
•Companies that specialize in data collection are
referred to as field service firms.
29. STEP 10: ANALYZE DATA
•Data analysis involves entering data into
computer files, inspecting data for errors, and
running tabulations and various statistical tests.
!
!
SPSS®
30. STEP 11: PREPARE AND
PRESENT THE FINAL
!Reporting, the last step, is one of the most
important phases of marketing research.
!Its importance cannot be overstated because it
is the report, or its presentation, that properly
communicates the results to the client.
32. QUESTIONS FROM COLLEGE
STUDY?
• Among all non-STEM business majors, what are the top
occupations after college?
• Is there a difference in men/women STEM majors and their
occupations post graduation? What is it?
• Where do visual and performing arts majors work post
graduation? Is there one career path that is more common?
• Is there a difference between men and women business
majors career wise? What is it?
34. THE IMPORTANCE OF
PROPERLY DEFINING THE
PROBLEM
•When you define a problem incorrectly, there is
nothing you can do in the research process to
overcome this error. This makes defining the
problem and research objectives the most
important step in the marketing research
process.
35. SOURCES OF PROBLEMS
•Failure to meet an objective
•Opportunity
• Marketing opportunity has been defined as an
area of buyer need or potential interest in which
a company can perform profitably.
36. RECOGNIZING THE
PROBLEM
•Managers must be aware of opportunities. Unless
they have a system for monitoring opportunities,
sometimes referred to as opportunity
identification, they will not likely identify these
problems.
37. ROLE OF SYMPTOMS IN
PROBLEM RECOGNITION
!Symptoms are not the problem but are the
“signals” that alert us to the problem.
!Symptoms are changes in the level of some key
monitor that measures the achievement of an
objective.
38. THE ROLE OF THE
RESEARCHER IN PROBLEM
•A situation analysis is a form of exploratory
research undertaken to gather background
information and gather data pertinent to the
problem area that might be helpful in defining
the problem decision.
39. DETERMINE THE PROBABLE
CAUSE(S) OF THE SYMPTOM
•It is crucial to determine all possible causes.
If only a partial list of causes is made, it is
possible that the real cause will be overlooked.
•When a probable cause of the symptom is
identified, this triggers a decision to be made by
management.
40. SPECIFY DECISION
ALTERNATIVES THAT MAY
ALLEVIATE THE SYMPTOM
•Once the decision alternatives are determined, a
manager must try to determine the
consequences of choosing each alternative.
41. CONSEQUENCES OF THE
ALTERNATIVES
!Consequences are the results of marketing
decisions.
!Assumptions are assertions that certain
conditions exist or that certain reactions will take
place if the considered alternatives are
implemented.
!Information state is the quantity and quality of
evidence a manager possesses for each of his or
her assumptions.
!Information gaps are discrepancies between the
current information level and the desired level of
information.
42. DEFINING RESEARCH
OBJECTIVES
•Research objectives state specifically what
information the researcher must produce so that
the manager can choose the correct decision
alternative to solve his or her problem.
•Hypotheses are statements that are taken as true
for the purposes of argument or investigation.
43. DEFINING RESEARCH
OBJECTIVES
•Criteria for writing research objectives:
• Specify from whom information is to be gathered
• Specify what information (construct) is needed
• Specify the unit of measurement used to gather
the information
• Word questions used to gather information using
the respondents’ frame of reference
44. WHAT CONSTRUCT DO WE
WISH TO MEASURE?
•A construct is an abstract idea inferred from
specific instances that are thought to be related.
•Brand Loyalty
•An operational definition defines a construct,
such as intention to buy or satisfaction, which
describes the operations to be carried out for
the construct to be measured empirically.
45. COMPLETING THE PROCESS
•The research objective specifies exactly what
information the researcher must collect to fill the
information gaps.
•Once this information is provided, the manager
should be able to choose among the decision
alternatives.
•But exactly how will that decision be made? What
must the information look like for a certain
alternative to be selected over others?
46. ELEMENTS OF THE MARKET
RESEARCH PROPOSAL
•The marketing research proposal serves as
the basis of a contract as it documents what the
marketing researcher proposes to deliver to the
client for some consideration, typically a fee.
•Page 63
47. ELEMENTS OF THE MARKET
RESEARCH PROPOSAL
•Elements include the following:
• Statement of the problem
• The research objectives
• The research method
• Statement of deliverables
• Costs
• Timetable