Market research
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Marketing research involves systematically collecting and analyzing data to help companies address specific marketing problems. It follows a standard process: 1) define the problem, 2) develop a research plan outlining approaches and instruments for collecting information, and 3) gather, analyze, and present findings to aid decision making. Common market research methods include surveys, experiments, and focus groups. Questionnaires are a primary tool and must be designed carefully to obtain accurate responses. Samples of consumers or businesses are typically surveyed to represent the overall population.
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The document discusses marketing research and demand forecasting. It defines marketing research and outlines the typical marketing research process of defining problems, developing a research plan, collecting and analyzing information, and presenting findings. It then covers various marketing research approaches, instruments, sampling plans, and contact methods. It also discusses tools for measuring marketing plan performance like sales analysis, market share analysis, and expense-to-sales analysis. Finally, it outlines methods for estimating current and future demand.
How do consumers make purchasing decisions?
The 5-stage consumer decision process model includes: 1) problem recognition triggered by internal or external stimuli, 2) information search using personal, commercial, public, or experimental sources to learn about brands, 3) evaluation of alternatives where consumers form preferences among brands based on perceived ability to satisfy needs, 4) purchase decision involving sub-decisions like brand, dealer, quantity, and payment method, and 5) post-purchase behavior including satisfaction, actions like word-of-mouth, and disposal.
5-(III) how to consumers make purchasing decisions
The document outlines the 5 stages that consumers go through in the buying process: 1) problem recognition, 2) information search, 3) evaluation of alternatives, 4) purchase decision, and 5) post-purchase behavior. It describes each stage in detail, including how internal and external stimuli can trigger problem recognition, the different sources of information consumers use in their search, and how they evaluate alternatives based on attributes and form attitudes. The document also discusses factors that can influence the purchase decision and the importance of satisfying consumers in the post-purchase stage through reinforcement of their choice.
Brand tracking
Tracking studies collect information from consumers over time through quantitative measures to gather information on key brand dimensions like awareness, loyalty, image, customer segments, and advertising effectiveness. This information is used by marketers for short-term tactical decisions and involves collecting less detailed brand data compared to other types of studies. Key dimensions tracked include brand awareness, customer loyalty, brand image, customer segments, and advertising effectiveness.
How do consumers make purchasing decisions
This document outlines the consumer decision making process, which includes problem recognition, information search, evaluation of alternatives, purchase decisions, and post-purchase behavior. It discusses key aspects of each step, such as internal and external triggers for problem recognition, active information search from various sources, attributes and benefits considered during evaluation, and heuristics like conjunctive or elimination used in purchase decisions. Risks and opinions of others can also influence decisions. Post-purchase satisfaction, use, and actions determine repeat purchases and recommendations.
How do consumers make purchasing decisions
The document outlines a 5-stage model of the consumer buying decision process:
1. Problem recognition - needs are triggered by internal or external stimuli
2. Information search - consumers gather information from personal, commercial, public, and experimental sources
3. Evaluation of alternatives - consumers evaluate products and form preferences among brands based on attributes and perceived value
4. Purchase decision - final decision can be influenced by attitudes of others and unanticipated situational factors
5. Post-purchase behavior - consumers may experience satisfaction, dissatisfaction or disposal after their purchase
Kotler mm13e media_04
Here are my thoughts on your questions:
1. While quantitative research provides measurable data, qualitative research provides important contextual insights. The best approach uses both to gain a well-rounded understanding.
2. It's been over a year since I participated in a survey.
3. I tried to provide honest and thoughtful answers. However, as an individual data point, my responses alone may not have been that helpful without broader trends.
4. The research could have been improved by using open-ended questions to allow for nuanced responses, in addition to scaled questions. Focus groups or interviews may have elicited richer perspectives than just a survey. Both qualitative and quantitative methods combined can yield the most informative marketing research.
How do consumers make purchasing decisions
This document outlines a five stage model of consumer decision making: 1) need recognition triggered by internal or external stimuli, 2) information search through heightened attention or active searching from various sources, 3) evaluation of alternatives using expectancy value models and considering brand beliefs and importance of attributes, 4) purchase decision using heuristics like conjunctive or lexicographic rules, 5) post-purchase behavior and evaluation. The model seeks to explain how consumers identify needs, gather information, and make purchase decisions.
Recommended
04
The document discusses marketing research and demand forecasting. It defines marketing research and outlines the typical marketing research process of defining problems, developing a research plan, collecting and analyzing information, and presenting findings. It then covers various marketing research approaches, instruments, sampling plans, and contact methods. It also discusses tools for measuring marketing plan performance like sales analysis, market share analysis, and expense-to-sales analysis. Finally, it outlines methods for estimating current and future demand.
How do consumers make purchasing decisions?
The 5-stage consumer decision process model includes: 1) problem recognition triggered by internal or external stimuli, 2) information search using personal, commercial, public, or experimental sources to learn about brands, 3) evaluation of alternatives where consumers form preferences among brands based on perceived ability to satisfy needs, 4) purchase decision involving sub-decisions like brand, dealer, quantity, and payment method, and 5) post-purchase behavior including satisfaction, actions like word-of-mouth, and disposal.
5-(III) how to consumers make purchasing decisions
The document outlines the 5 stages that consumers go through in the buying process: 1) problem recognition, 2) information search, 3) evaluation of alternatives, 4) purchase decision, and 5) post-purchase behavior. It describes each stage in detail, including how internal and external stimuli can trigger problem recognition, the different sources of information consumers use in their search, and how they evaluate alternatives based on attributes and form attitudes. The document also discusses factors that can influence the purchase decision and the importance of satisfying consumers in the post-purchase stage through reinforcement of their choice.
Brand tracking
Tracking studies collect information from consumers over time through quantitative measures to gather information on key brand dimensions like awareness, loyalty, image, customer segments, and advertising effectiveness. This information is used by marketers for short-term tactical decisions and involves collecting less detailed brand data compared to other types of studies. Key dimensions tracked include brand awareness, customer loyalty, brand image, customer segments, and advertising effectiveness.
How do consumers make purchasing decisions
This document outlines the consumer decision making process, which includes problem recognition, information search, evaluation of alternatives, purchase decisions, and post-purchase behavior. It discusses key aspects of each step, such as internal and external triggers for problem recognition, active information search from various sources, attributes and benefits considered during evaluation, and heuristics like conjunctive or elimination used in purchase decisions. Risks and opinions of others can also influence decisions. Post-purchase satisfaction, use, and actions determine repeat purchases and recommendations.
How do consumers make purchasing decisions
The document outlines a 5-stage model of the consumer buying decision process:
1. Problem recognition - needs are triggered by internal or external stimuli
2. Information search - consumers gather information from personal, commercial, public, and experimental sources
3. Evaluation of alternatives - consumers evaluate products and form preferences among brands based on attributes and perceived value
4. Purchase decision - final decision can be influenced by attitudes of others and unanticipated situational factors
5. Post-purchase behavior - consumers may experience satisfaction, dissatisfaction or disposal after their purchase
Kotler mm13e media_04
Here are my thoughts on your questions:
1. While quantitative research provides measurable data, qualitative research provides important contextual insights. The best approach uses both to gain a well-rounded understanding.
2. It's been over a year since I participated in a survey.
3. I tried to provide honest and thoughtful answers. However, as an individual data point, my responses alone may not have been that helpful without broader trends.
4. The research could have been improved by using open-ended questions to allow for nuanced responses, in addition to scaled questions. Focus groups or interviews may have elicited richer perspectives than just a survey. Both qualitative and quantitative methods combined can yield the most informative marketing research.
How do consumers make purchasing decisions
This document outlines a five stage model of consumer decision making: 1) need recognition triggered by internal or external stimuli, 2) information search through heightened attention or active searching from various sources, 3) evaluation of alternatives using expectancy value models and considering brand beliefs and importance of attributes, 4) purchase decision using heuristics like conjunctive or lexicographic rules, 5) post-purchase behavior and evaluation. The model seeks to explain how consumers identify needs, gather information, and make purchase decisions.
Questionnaire
The researcher is conducting a survey about UNIQLO's retail and services marketing in Hong Kong. The survey consists of a 35-question questionnaire regarding respondents' shopping preferences, awareness and perceptions of UNIQLO, H&M, and Zara. Respondents are asked about factors like brand awareness, product evaluations, store accessibility opinions, and preferred shopping locations to enable conclusions and recommendations for the study. All information provided will remain strictly confidential.
The Consumer Decision-making Process
Getting customers does not have to be a wild goose chase. In this mini-presentation I layout the 5-Step Consumer Decision-making process that you can use as a guide in your marketing efforts.
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This document summarizes the results of a market segmentation survey on makeup conducted from December 17-21, 2010 among 500 individuals. The survey included questions about respondents' demographics, makeup use and preferences, shopping habits, brand awareness, and interests. It was an online survey distributed through social networks by a research company called Lab42 to better understand consumers' behaviors and perspectives related to the makeup industry.
Brand equity
The document discusses how brand equity influences consumer decision making. It notes that brands help consumers cope with large numbers of choices by aiding recall and setting expectations through image associations. Powerful brands can dictate what attributes are used to screen out alternatives. Brand equity also affects the comparison phase, as consumers will compare other brands to a reference brand and perceive any differences from the reference as losses. Becoming the reference brand gives a strategic advantage, as improvements help the brand but decreases hurt competitors more. Managing brand equity primarily involves shaping consumer associations to build and maintain the brand as the reference point.
Brand equity
The document discusses how brand equity affects consumer decision making. It notes that brands provide value through awareness, associations, and perceived quality which influence how consumers screen and compare options. Powerful brands can dictate what attributes consumers use in screening and set the agenda. Having high brand awareness and serving as the reference brand when consumers compare options provides a significant strategic advantage. Managing brand equity primarily involves influencing consumer associations to build the brand's position in the mind of the consumer.
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The document discusses consumer buyer behavior and key concepts related to marketing to consumers. It defines the consumer market and provides a model of the factors influencing consumer behavior, including cultural, social, personal and psychological factors. It then describes the different stages in the consumer decision process, from need recognition to post-purchase behavior. Finally, it discusses the adoption and diffusion process for new products and the influence of product characteristics and innovativeness on consumers.
Types of buying decision behaviors and buyer decision process
There are four types of buying decision behaviors based on consumer involvement and differences between brands: complex buying behavior, variety seeking behavior, dissonance reducing behavior, and habitual buying behavior. The buyer decision process has five stages: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. Consumers may have positive or negative post-purchase evaluations depending on whether the product meets or fails to meet expectations.
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Applying decision rules to car purchasing
1. The document discusses decision rules that consumers use when purchasing cars, such as compensatory and non-compensatory rules. Compensatory rules allow trade-offs between attributes, while non-compensatory rules do not.
2. It provides examples of how different decision rules may be applied in car purchasing, such as using the lexicographic rule to prioritize price before other attributes for a used car. Consumers also often use weighted compensatory rules to evaluate multiple important attributes of new cars.
3. A survey found that brand name and price are the two most important attributes for car purchasers in Pakistan, though other functional and hedonic features are also considered, explaining preferences there for
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This document discusses consumer buyer behavior and key factors that influence purchasing decisions. It outlines a model of consumer behavior including cultural, social, personal, and psychological characteristics. It also describes the stages in the buyer decision process - need recognition, information search, evaluation, purchase, and post-purchase behavior. Finally, it discusses the adoption and diffusion process for new products.
Schiffman16.ppt best ppt,decision making1
The document discusses different levels of consumer decision making including extensive problem solving, limited problem solving, and routinized response behavior. It also summarizes different models of consumer decision making including the economic, passive, cognitive, and emotional views. Additionally, it outlines the three main stages of consumer decision making - need recognition, prepurchase search, and evaluation of alternatives.
Modeling Qualitative Level of Service for Sidewalks in Delhi
The document discusses the development of a qualitative model to assess walkability and level of service (LOS) of pedestrian facilities in Delhi, India. It involved identifying 10 key attributes that impact walkability based on surveys of pedestrians. Weights were assigned to each attribute based on their importance. The model then allows computation of an overall walkability score for a sidewalk based on the attributes present. The model can be used to evaluate existing sidewalks, compare alternatives, and study how changes to attributes may impact the LOS and walkability score.
Conducting marketing research
The document outlines the 6 steps of the marketing research process: 1) define the problem and objectives, 2) develop a research plan including determining data sources, research approaches, instruments, and sampling, 3) collect information, 4) analyze the collected information, 5) present the findings, and 6) make a decision based on the findings. Key aspects of developing the research plan discussed further include the 5 common research approaches, 3 types of research instruments, and 3 factors to determine for the sampling plan.
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The document discusses developing marketing information through internal databases, competitive marketing intelligence, and marketing research. It covers obtaining secondary and primary data, different research methods like surveys, experiments, and tracking online behavior. Sampling plans and interpreting findings are also discussed. The goal is to gather relevant information from various sources to inform marketing decisions.
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Traffic volume study
This document discusses a presentation on a traffic volume study. It outlines the objectives, scope, methodology, data collection, and purposes of conducting a traffic volume study. The study aims to count vehicle volumes, types, and flows over time to help with transportation planning, design, and management. Methodologies include manual counting methods using hand counters or video review as well as automatic methods using sensors to detect vehicle presence and classify types.
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This document discusses building customer value and relationships. It defines customer perceived value as the benefits versus costs of an offering compared to alternatives. Companies can increase value by raising benefits or lowering costs. Steps to assess customer values include identifying valued attributes, assessing importance, and monitoring values over time. Customer satisfaction results from performance matching or exceeding expectations. Customer relationship management aims to maximize loyalty by identifying customers, interacting with them, and customizing offerings. Database marketing uses customer databases to facilitate transactions and build relationships.
Chapter 4 marketing research
This document discusses conducting marketing research and forecasting demand. It covers various topics such as data sources, research approaches, sampling plans, research instruments, and contact methods for qualitative and quantitative research. Specific techniques are mentioned like questionnaires, word association, projective techniques, visualization, and laddering. Probability and non-probability sampling are also covered. The key benefits of exemplary marketing research are highlighted as resulting in excellent customer satisfaction.
Traffic Volume Study
This document contains information from a traffic study conducted at Shahid Tajuddin Ahmed Avenue in Dhaka, Bangladesh. A group of 6 students conducted manual traffic counts over two 15-minute periods in both directions at the location. They classified over 2000 vehicles and calculated passenger car equivalents, directional distribution, hourly flow rates, and average daily traffic. Their analysis found the directional split to be 54% from Shatrasta to the flyover and 46% from the flyover to Shatrasta. Peak hourly flows were around 2000 passenger car units in each direction. This traffic study provides data to understand volume, composition, and flow patterns at this location.
Marketing research
Marketing research is the systematic process of designing, collecting, analyzing, and reporting information to solve specific marketing problems. This group will conduct marketing research to help a company make effective decisions. They will systematically collect and analyze objective information, then make recommendations based on their findings. The research will help managers by providing helpful insights into customer needs, reducing risks, and forecasting trends.
Marketing research ppt
Marketing research involves collecting, organizing, analyzing, and communicating information to make informed marketing decisions. It helps complement marketing strategies by enabling educated decisions on target markets, branding, and products/services. Key steps include defining problems, collecting primary and secondary data, analyzing and interpreting data, reaching conclusions, and implementing findings. Online research assists with various phases using computer networks and the Internet. Market research agencies in India provide specialized services across industries.
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Questionnaire
The researcher is conducting a survey about UNIQLO's retail and services marketing in Hong Kong. The survey consists of a 35-question questionnaire regarding respondents' shopping preferences, awareness and perceptions of UNIQLO, H&M, and Zara. Respondents are asked about factors like brand awareness, product evaluations, store accessibility opinions, and preferred shopping locations to enable conclusions and recommendations for the study. All information provided will remain strictly confidential.
The Consumer Decision-making Process
Getting customers does not have to be a wild goose chase. In this mini-presentation I layout the 5-Step Consumer Decision-making process that you can use as a guide in your marketing efforts.
Case Study - Market Segmentation
This document summarizes the results of a market segmentation survey on makeup conducted from December 17-21, 2010 among 500 individuals. The survey included questions about respondents' demographics, makeup use and preferences, shopping habits, brand awareness, and interests. It was an online survey distributed through social networks by a research company called Lab42 to better understand consumers' behaviors and perspectives related to the makeup industry.
Brand equity
The document discusses how brand equity influences consumer decision making. It notes that brands help consumers cope with large numbers of choices by aiding recall and setting expectations through image associations. Powerful brands can dictate what attributes are used to screen out alternatives. Brand equity also affects the comparison phase, as consumers will compare other brands to a reference brand and perceive any differences from the reference as losses. Becoming the reference brand gives a strategic advantage, as improvements help the brand but decreases hurt competitors more. Managing brand equity primarily involves shaping consumer associations to build and maintain the brand as the reference point.
Brand equity
The document discusses how brand equity affects consumer decision making. It notes that brands provide value through awareness, associations, and perceived quality which influence how consumers screen and compare options. Powerful brands can dictate what attributes consumers use in screening and set the agenda. Having high brand awareness and serving as the reference brand when consumers compare options provides a significant strategic advantage. Managing brand equity primarily involves influencing consumer associations to build the brand's position in the mind of the consumer.
Kotler05 media
The document discusses consumer buyer behavior and key concepts related to marketing to consumers. It defines the consumer market and provides a model of the factors influencing consumer behavior, including cultural, social, personal and psychological factors. It then describes the different stages in the consumer decision process, from need recognition to post-purchase behavior. Finally, it discusses the adoption and diffusion process for new products and the influence of product characteristics and innovativeness on consumers.
Types of buying decision behaviors and buyer decision process
There are four types of buying decision behaviors based on consumer involvement and differences between brands: complex buying behavior, variety seeking behavior, dissonance reducing behavior, and habitual buying behavior. The buyer decision process has five stages: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. Consumers may have positive or negative post-purchase evaluations depending on whether the product meets or fails to meet expectations.
3.4 conducting market research.pptx
Lean Startup and other business practice books teach you to find what you're looking for but often lack the mechanics to see the answers. Here is a short discussion on how to do cost-effective market research.
Applying decision rules to car purchasing
1. The document discusses decision rules that consumers use when purchasing cars, such as compensatory and non-compensatory rules. Compensatory rules allow trade-offs between attributes, while non-compensatory rules do not.
2. It provides examples of how different decision rules may be applied in car purchasing, such as using the lexicographic rule to prioritize price before other attributes for a used car. Consumers also often use weighted compensatory rules to evaluate multiple important attributes of new cars.
3. A survey found that brand name and price are the two most important attributes for car purchasers in Pakistan, though other functional and hedonic features are also considered, explaining preferences there for
Kotler06 exs
This document discusses consumer buyer behavior and key factors that influence purchasing decisions. It outlines a model of consumer behavior including cultural, social, personal, and psychological characteristics. It also describes the stages in the buyer decision process - need recognition, information search, evaluation, purchase, and post-purchase behavior. Finally, it discusses the adoption and diffusion process for new products.
Schiffman16.ppt best ppt,decision making1
The document discusses different levels of consumer decision making including extensive problem solving, limited problem solving, and routinized response behavior. It also summarizes different models of consumer decision making including the economic, passive, cognitive, and emotional views. Additionally, it outlines the three main stages of consumer decision making - need recognition, prepurchase search, and evaluation of alternatives.
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This document discusses a presentation on a traffic volume study. It outlines the objectives, scope, methodology, data collection, and purposes of conducting a traffic volume study. The study aims to count vehicle volumes, types, and flows over time to help with transportation planning, design, and management. Methodologies include manual counting methods using hand counters or video review as well as automatic methods using sensors to detect vehicle presence and classify types.
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The document discusses a traffic volume study conducted at Russell Square in Dhaka. It defines key terms like average daily traffic (ADT) and level of service (LOS). Data was collected manually over three hours and analyzed to find a service flow rate of 1,131 passenger car units per hour, indicating an LOS of D. The average daily traffic was calculated as 16,080 passenger cars with an annual average of 22,432. Traffic movement was found to be nearly equal in both directions.
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Chapter 4 marketing research
This document discusses conducting marketing research and forecasting demand. It covers various topics such as data sources, research approaches, sampling plans, research instruments, and contact methods for qualitative and quantitative research. Specific techniques are mentioned like questionnaires, word association, projective techniques, visualization, and laddering. Probability and non-probability sampling are also covered. The key benefits of exemplary marketing research are highlighted as resulting in excellent customer satisfaction.
Traffic Volume Study
This document contains information from a traffic study conducted at Shahid Tajuddin Ahmed Avenue in Dhaka, Bangladesh. A group of 6 students conducted manual traffic counts over two 15-minute periods in both directions at the location. They classified over 2000 vehicles and calculated passenger car equivalents, directional distribution, hourly flow rates, and average daily traffic. Their analysis found the directional split to be 54% from Shatrasta to the flyover and 46% from the flyover to Shatrasta. Peak hourly flows were around 2000 passenger car units in each direction. This traffic study provides data to understand volume, composition, and flow patterns at this location.
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Marketing research is the systematic process of designing, collecting, analyzing, and reporting information to solve specific marketing problems. This group will conduct marketing research to help a company make effective decisions. They will systematically collect and analyze objective information, then make recommendations based on their findings. The research will help managers by providing helpful insights into customer needs, reducing risks, and forecasting trends.
Marketing research ppt
Marketing research involves collecting, organizing, analyzing, and communicating information to make informed marketing decisions. It helps complement marketing strategies by enabling educated decisions on target markets, branding, and products/services. Key steps include defining problems, collecting primary and secondary data, analyzing and interpreting data, reaching conclusions, and implementing findings. Online research assists with various phases using computer networks and the Internet. Market research agencies in India provide specialized services across industries.
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The document discusses marketing research and forecasting demand. It describes the marketing research process, which includes defining the problem, developing a research plan, collecting information, analyzing the information, presenting findings, and making a decision. It discusses different research approaches, instruments, question types, sampling plans, and contact methods used in marketing research. It also discusses metrics for measuring marketing performance and techniques for forecasting demand such as marketing-mix modeling and marketing dashboards.
Introduction to Marketing Research.ppt
This document provides an overview of marketing research and metrics. It discusses the marketing research process, which includes defining the problem, developing a research plan, collecting information, analyzing the information, presenting findings, and making a decision. It also covers different types of research approaches, instruments, sampling plans, and contact methods used in marketing research. Additionally, it defines various marketing metrics that can be used to measure marketing performance, both externally and internally.
marketing research
The document discusses marketing research and demand forecasting. It outlines the marketing research process, which includes defining the problem, developing a research plan, collecting information, analyzing the information, and presenting findings to make a decision. It discusses different types of research approaches, instruments, question types, sampling plans, and contact methods used in marketing research. It also discusses metrics and tools used to measure marketing performance and forecast demand, such as marketing mix modeling, marketing dashboards, and customer scorecards.
Marketing environment, information and research
The marketing environment consists of internal and external factors that affect marketing decisions. Marketing research involves collecting information through methods like surveys, focus groups, and experiments to understand the environment and customer needs. This information is gathered from internal records as well as external sources like marketing intelligence and primary research. It is analyzed and presented to marketing managers to help with decision making around identifying opportunities and problems, evaluating performance, and improving marketing strategies over time.
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This document discusses the roles of production management and identifies situations for different types of production. It provides examples of different organizations including an automobile factory, bakery, hospital, department store, restaurant, university, carrier, and warehouse. For each it identifies the key inputs, outputs, processes, and resources. The document concludes that production and operations management provides ideas and tools to design, control, and improve production systems using concepts, models, and techniques.
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Management accounting co (12-14)
- Mr. Braganza, the CEO of Bright Star Ltd, is shocked to see the company reported a loss for the fiscal year despite achieving record sales growth. Sales increased 25% over the previous year, but costs increased substantially leading to a net loss.
- The CFO Jacob finalized the audited annual financial statements showing a loss of Rs. 188 million compared to a Rs. 500 million profit the previous year.
- Braganza asks Jacob to recheck the numbers, as the loss does not align with the strong sales performance. Jacob and his team will work overnight to conduct control checks and identify any incorrect cost postings.
Short case study on ma assignment
Mr. Braganza, the CEO of Bright Star Limited, receives the company's audited annual results for the year ending March 2012 showing a loss of Rs. 188 million compared to a profit of Rs. 500 million the previous year. Despite a 25% increase in sales, higher costs have resulted in the loss. Braganza asks the CFO Jacob to recheck the numbers but the next day Jacob confirms that a thorough rechecking found no mistakes in the accounting figures maintained in SAP. Braganza must now prepare for an upcoming Board meeting to discuss the unexpected loss and consider steps to improve performance in the current financial year.
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Market research
- 2. Marketing research Is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company
- 3. Market Research Firms Syndicated Service Research Firms Custom Marketing Research Firms Specialty Line Marketing Research Firms
- 4. Market Research Process Define the problem Develop research plan Collect information Analyze information Present findings Make The decision
- 5. Step 1: Define the Problem Define the problem Specify decision alternatives State research objectives
- 6. Step 2: Develop the Research Plan Research Approaches Research Instruments Contact Methods Sampling Plans Data Sources
- 7. Research Approaches Observational Research Ethnographic Research Focus Group Research Behavioral Research Survey Research Experimental Research Research Approaches
- 8. Research Instruments Questionnaires Qualitative Measures Technological Devices Research Instruments
- 9. Questionnaire Do’s & Don’ts Ensure questions are free of bias Make questions simple Make questions specific Avoid jargon Avoid sophisticated words Avoid ambiguous words Avoid negatives Avoid hypothetical Avoid words that could be misheard Use response bands Use mutually exclusive categories Allow for “other” in fixed response questions
- 10. A “Questionable Questionnaire” What is your income to the nearest hundred dollars? Are you strong or weak supporter of overnight summer camping for your children? How many camps mailed or emailed information to you last year? This year? What are the salient and determinant attributes in your evaluation of a summer cams?
- 11. Question Types- Dichotomous In arranging this trip, did you personally phone Air India? Yes No
- 12. 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
- 13. 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
- 14. Question Types—Semantic Differential Air India Large ………………………...…….Small Experienced………………Inexperienced Modern…………………Old-fashioned
- 15. Question Types—Importance Scale Airline food service is _____ to me. Extremely important Very important Somewhat important Not very important Not at all important
- 16. Question Types—Rating Scale American Airlines’ food service is _____. Excellent Very good Good Fair Poor
- 17. 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
- 18. Question Types—Completely Unstructured What is your opinion of Air India?
- 19. Question Types—Word Association What is the first word that comes to your mind when you hear the following? Airline ________________________ American _____________________ Travel ________________________
- 20. Question Types— Sentence Completion When I choose an airline, the most important consideration in my decision is: ____________________________ ____________________________ ____________________________ ____________________________ ____________________________
- 21. 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. ________________________________________________ ________________________________________________ ________________________________________________ ________________________________________________ __________________________________________.
- 24. Sampling Plan A segment of the population selected for marketing research to represent population as a whole. Sampling Unit Sampling Size Sampling Procedures Probability Sample Simple Random Sample Stratified Random Sample Cluster Sample Non Probability Convenience Sampling Judgment Sampling Quota Sampling Sampling Plans
- 25. Contact Methods Mail Questionnaire Telephone Interview Personal Interview Online Interview Contact Methods
- 26. Step 3 :Gathering Data Secondary Data: Information already exists somewhere, having been collected for another purpose. Primary Data: Information collected for the specific purpose at hand.
- 27. Marketing Research Step 4 : Analyze the Information Step 5 : Present the Findings Step 6 : Make the Decision