Chapter5
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The document discusses research methods for public relations campaigns. It notes that campaigns were once based on hunches but now require concrete validation due to financial constraints and accountability. There is no single best research method, and the best method completely meets managers' information needs within budget and time constraints. Research can include surveys, focus groups, and more to provide benchmarks, credibility, and publicity for clients. Before research begins, the goals and measurable objectives must be determined. Research approaches exist on a continuum from informal methods like newspaper clippings to more formal scientific processes.
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This document outlines the 6 key steps in conducting a marketing research project:
1. Defining the problem by discussing with decision makers and identifying the research questions.
2. Developing an approach including objectives, models, hypotheses and information needed.
3. Formulating a research design addressing data collection methods and sampling.
4. Conducting fieldwork and data collection through surveys, interviews or other methods.
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Chapter 2
Marketing Research: Process and Systems for Decision Making
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
14 e
Marketing Research
Process by which information about environment is generated, analyzed, and interpreted
Aids decision making and is not a substitute for it
Reduces risks associated with managing marketing strategies
Vital for investigating the effects of various marketing strategies after implementation
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Figure 2.1 - The Five Ps of the Research Process
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Purpose of the Research
Determines why research is needed and what it is to accomplish
By the end of this stage managers and researchers should agree on:
Current situation involving the problem to be researched
Nature of the problem
Anything specific the research is designed to investigate
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Plan of the Research
Details the nature of the research including:
Explanation of sample design and measures
Analysis techniques to be used
Critical issues are whether:
Primary or secondary data are needed
Qualitative or quantitative data are needed
Company will conduct its own research or contract with a marketing research specialist
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Primary versus Secondary Data
Primary data: Collected specifically for the research problem under investigation
Secondary data: Previously collected data that could be used for the problem at hand
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Figure 2.2 - Common Types of Information Available in a Secondary Data Search
Source: Joseph F. Hair, Jr., Mary Wolfinbarger Celsi, David J. Ortinau, and Robert P. Bush, Essentials of Marketing Research, 3rd ed. (Burr Ridge, IL: McGraw-Hill Education, 2013), p. 53
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
7
Qualitative Research
Involves face-to-face interviews with respondents
Designed to develop a better understanding of what they think and feel concerning a research topic
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Types of Qualitative Research
...
The Value Of Surveys
When done right, surveys can provide extremely valuable content for marketing programs that demonstrate a firm’s insights on important business topics and generate awareness of the firm overall.
Yet many firms struggle to create surveys that provide sufficient return on investment. Some firms cannot get sufficient responses to their survey despite having the research in the field for several months. Others are able to generate volumes of survey data but have trouble finding anything compelling in the research. Still others believe their surveys provide interesting insights but are roundly ignored by the media and clients and prospects.
In this presentation, we draw upon our extensive work on surveys during the past 15 years to explore the common pitfalls in survey projects and how professional services organizations can avoid them to get the biggest return on their survey investment.
236 chapter 6 information systems for marketing decisions.docx
236 chapter 6 information systems for marketing decisions
the marketing research process 235
THE MARKETING RESEARCH PROCESS
224 chapter 6 information systems for marketing decisions
the marketing research process 225
226 chapter 6 information systems for marketing decisions
Marketing research process
A process used to collect data about marketing programs, external environments, and consumer markets In an attempt to improve the quality of marketing.
The marketing research process is undertaken to answer a wide variety of questions, which might include: "Where do our guests come from? How frequently do people dine out in this area? In what types of restaurants do they most frequently dine? If the seating capacity of a restaurant is expanded by 20 percent, what impact will this have on sales and profits? If the city builds a new convention center, how many additional room nights is that likely to bring to the city?"
Conducting market research is not an inexpensive proposition, and when research is undertaken, care must be taken to ensure that proper methods are used. This is true whether the hospitality organization conducts its own market research or relies on external consultants. Market research data are only as good as the methodology used. If poor methodology is used, the results are not likely to describe the situation accurately, and marketing decisions based on this information are not likely to be very appropriate. Figure 6.3 contains the five steps involved in the marketing research process.
(
Define the problem
) (
Analyzt
the data
<
r
Prepare the final report
Collect the data
)figure 6.3 • The marketing research process.
224 chapter 6 information systems for marketing decisions
the marketing research process 225
226 chapter 6 information systems for marketing decisions
Step 1: Define the Problem
Before initiating any marketing research effort, a firm must decide whether marketing research is necessary. In general, marketing research should be undertaken if it clarifies a problem that could impact your business, if it helps in selecting between alternatives for achieving marketing objectives, if it assists in gaining a competitive advantage, or if it provides useful information on your markets.1 Marketing research may not be needed if the information is already available, there is insufficient time for marketing research, resources are not available, or costs of conducting the research outweigh the potential benefits of having the information.
If the decision is made to proceed with the marketing research, the research problem should be clearly defined. What does the research effort propose to do? What types of questions need to be asked? What solutions are sought? A strong tendency among all researchers, especially novice researchers, is to rush into data collection without giving adequate thought to defining the problem. This tendency should be vigorously avoided. A small amount of time sp.
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The document discusses the procedure for writing a report. It begins by defining a report and its purpose. It then outlines the major steps in writing a report which include: 1) defining objectives, 2) collecting primary and secondary data, 3) designing a primary research study, 4) analyzing data, and 5) preparing a report on findings. It provides details on each step, emphasizing the importance of clearly defining objectives, collecting relevant and unbiased data, evaluating secondary data sources, focusing primary research design, and including clear recommendations in the conclusion.
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MARKET RESEARCH WEEK 1 LESSON OVERVIEW.pptx
This document provides an overview of market research. It defines market research and differentiates it from marketing research. The document outlines the benefits of conducting market research, such as providing valuable customer insights. It discusses the two main sources of market research as primary and secondary sources. Primary research involves directly collecting data from customers, while secondary research uses previously published reports. The document also examines the two main types of market research analysis as qualitative and quantitative. Qualitative research focuses on opinions and insights, while quantitative research uses mathematical analysis and statistics. Finally, the document outlines the typical six-step process for conducting market research.
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Chapter5
- 1. Chapter 5 Part 1 Research Decisions and Data Collection
- 3. Relied on binders filled with media “clippings” showing success
- 6. need for concrete validation of public relation programs and their effectiveness
- 7. “Era of greater accountability”
- 11. To provide initial “benchmarks” to compare with “post-campaign” research
- 12. Gain credibility, provide concrete evidence to managers
- 13. To keep in touch with competition
- 14. Also used to generate publicity for the client
- 18. Examples: focus groups, surveys performed with convenience sampling – when those surveyed are based solely on availability