Kotler_MM_04_ippt.ppt

4
Conducting
Marketing Research
1

Chapter Questions
 What constitutes good marketing research?
 What are the best metrics for measuring
marketing productivity?
 How can marketers assess their return on
investment of marketing expenditures?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 4-2

What is Marketing Research?
Marketing research is the systematic design,
collection, analysis, and reporting of data
and findings relevant to a specific marketing
situation facing the company.

Types of Marketing Research Firms
Syndicated: These firms gather consumer and
trade information which they sell for a fee. Eg
Nielson company.
Custom: It is specifically conducted for and
funded by a single client company, and the
results are proprietary to the client.
Specialty-line: Once a market research firm has
a grip on one specialty, then the firm may be
known as a specialty market research firm.
Many a times, such market research firms also
depend on the team of directors leading them.

Step 1: Define the Problem
 Define the problem
 Specify decision alternatives
 State research objectives

Types of Research
Exploratory
Descriptive
Causal

Step 2: Develop the Research Plan
 This process is to develop the most efficient plan
for gathering the needed information and what
that will cost. To design a research plan,
researchers make the decisions about:
a) Data sources
b) Research approach
c) Research instruments
d) Sampling plan
e) Contact methods

2 a)Data sources
 Primary Data: Data freshly gathered for a
specific purpose or for a specific research
project. Most marketing research projects do
include primary data.
 Secondary Data: Data that were collected for
another purpose and already exist
somewhere. Researchers usually start their
investigation by examining some of the rich
variety of low-cost and readily available
secondary data

2 b) Research Approaches: Marketers
collect primary data in five main ways
 Observational and ethnographic
 Focus group
 Survey
 Behavioral
 Experimental

Focus Groups

2c) Research Instruments
 Qualitative Measures (it is relatively unstructured
measurement approach that permit a range of
possible responses to gauge more consumer
opinions because consumer actions don’t always
match their answers to survey questions)
 Questionnaires ( set of questions presented to
respondent- open ended or closed ended
Questions)
 Technological Devices

Qualitative Techniques
Word Associations: what word comes to you
mind when the consumer hear the brand
name?
Visualization: It requires people to create
collage from magazine photos or drawing to
depict their perceptions
Projective Techniques: give people an
incomplete stimulus and ask to complete it
Laddering: A series of increasingly more specific “ why”
questions can reveal consumer's’ motivation and
consumer’s deeper and abstract goals
Brand Personification: Ask respondents what kind of
person they think of when the brand is mentioned?

Question Types - Dichotomous
In arranging this trip, did you contact
American Airlines?
 Yes  No

Question Types – Multiple Choice
With whom are you traveling on this trip?
 No one
 Spouse
 Spouse and children
 Children only
 Business associates/friends/relatives
 An organized tour group

Question Types – Likert Scale
Indicate your level of agreement with the
following statement: Small airlines generally
give better service than large ones.
 Strongly disagree
 Disagree
 Neither agree nor disagree
 Agree
 Strongly agree

Question Types –
Semantic Differential
American Airlines
Large ………………………………...…….Small
Experienced………………….….Inexperienced
Modern……………………….…..Old-fashioned

Question Types –
Importance Scale
Airline food service is _____ to me.
 Extremely important
 Very important
 Somewhat important
 Not very important
 Not at all important

Question Types – Rating Scale
American Airlines’ food service is _____.
 Excellent
 Very good
 Good
 Fair
 Poor

Question Types –
Intention to Buy Scale
How likely are you to purchase tickets on
American Airlines if in-flight Internet access
were available?
 Definitely buy
 Probably buy
 Not sure
 Probably not buy
 Definitely not buy

Question Types –
Completely Unstructured
What is your opinion of American Airlines?

Question Types –
Word Association
What is the first word that comes to your mind
when you hear the following?
Airline ________________________
American _____________________
Travel ________________________

Question Types –
Sentence Completion
When I choose an airline, the most important
consideration in my decision is:
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
__________________.

Question Types –
Story Completion
“I flew American a few days ago. I noticed
that the exterior and interior of the plane had
very bright colors. This aroused in me the
following thoughts and feelings.” Now
complete the story.
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________

Technological Devices
 Galvanometers: It measures the interest or emotions
aroused by exposure to a specific ad or picture.
 Tachistoscope: It flashes an ad to a subject with an
exposure interval that may range from less than 1/100th of a
second to several seconds. After each exposure respondent
describes everything he or she recalls
 Eye cameras: It study respondents’ eye movement to see
where their eyes land first, how long they linger on a given
time
 Audiometers: this is attached to respondents’ television sets
in their homes and record when the TV set is on and to
which channel it is tuned.
 GPS (Global Positioning System): How many billboards a
person may walk or drive by during a day.

2 d) Sampling Plan
 Sampling unit: Who is to be surveyed?
 Sample size: How many people should be
surveyed?- large sample size give reliable
results
 Sampling procedure: How should the
respondents be chosen?- probability sampling,
convenience sampling/ snowball sampling/

2 e) Contact Methods: Now the
marketers must decide how to contact the
respondents
 Mail Contacts- mail questionnaire is one way to
reach people who would not give personal interview or
whose response might be biased or distorted by the
interviewer. Response rate is low or slow
 Telephone Contacts – quick method to gather
information; response rate is higher as
compare to mailed questionnaires.

2 e) Contact Methods.. continued
 Personal Contacts: Personal interviewing the most
expensive method. Interviewer bias and requires
more administrative planning and supervision.
Arranged interviews: appointment with the
respondents and Intercept Interview: researcher
stop people at shopping mall and request an
interview on the spot.
 Online Contacts: Company can embed its
questionnaire on its website and offer an incentive
to answer it or it can place a banner on a
frequently visited site such as Yahoo.

Pros and Cons of
Online Research
Advantages
 Inexpensive
 Fast
 Accuracy of data
 Versatility
Disadvantages
 Small samples
 Skewed samples
 Technological
problems
 Inconsistencies

 Step 3: Collect the information
 Step 4: Analyze the information: Extract
finding by tabulating the data and developing
summary measures. Statistical techniques are
used to analyzed the data and averages are
calculated of variables.
 Step 5: Present the Findings
 Step 6: Make the Decision

Barriers Limiting the Use of
Marketing Research
 A narrow conception of the research
 Uneven caliber of researchers
 Poor framing of the problem
 Personality and presentational differences

Table 4.3 Characteristics of
Good Marketing Research
 Scientific method
 Research creativity
 Multiple methods
 Interdependence
 Value and cost of information
 Healthy skepticism
 Ethical marketing

For Review
 What constitutes good marketing research?
 What are the best metrics for measuring
marketing productivity?
 How can marketers assess their return on
investment of marketing expenditures?

36
All rights reserved. No part of this publication may be reproduced, stored in a
retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall

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