7 - Marketing Research Flashcards
what is this chapter about?
- importance/role of marketing research
- five stages of marketing research process and components
- advantages and limitations of different research approaches
- art of questionnaire detain
- ethical implications of marketing research
what is marketing intelligence?
the systematic collection and analysis of publicly available information about consumers, competitors and developments in the marketplace
what is marketing research?
systematic design, collection, analysis and reporting of data relevant to a specific marketing situation facing an organisation
what is business intelligence?
actionable knowledge produced by the analysis of big data
techniques permit large data sets to be analysed for the purpose of interpretation and decision making
what is a marketing information system?
a system inw hcih marketing information is formal gathered, stored, analysed and distributed to managers in accord with their informational needs on a regular basis
what is an information system built upon?
an understanding of the information needs of marketing management and supplies that information when, where and how the manager requires it
what is data?
most basic form of knowledge, for example the brand of butter sold to a person in a certain town
has little relevance on its own
what is information?
combination of data
provides decision-relavant knwoldge
what is the role of marking research?
- provides information
- gain consumer insights
- understand customer needs and motivations, purchase saviour and satisfaction
- identifying new opportunities
- assist in the marketing planning process
- assists in building a better understanding off the marketplace
what are the steps in the marketing research process?
1) defining the research problem
2) designing the research / expiatory research
3) implementing the plan
4) interpreting / analysing the results
5) reporting the finings
what is involved with the first step of marking research process?
- start of process usually realisation that a marketing problem requires info to find a solution
- research brief: outline of research objectives, such as identify market segments, what the research info is going to be used for
- research proposal: what the marketing research agency promises to do for the client and costs
what is involved in the second stage of marketing research process?
2) designing research
data sources secondary data primary data qual (exploratory research) quan
what is one of the main reasons for exploratory research? (2)
to guard against the sins of omission and admission
Wright and Cimp
what is the sin of omission?
not researching a topic in enough detail mailing to provide sufficient rsspodnants in a group to allow meaningful analysis
what is the sin of admission?
collecting data that are irrelevant to the marketing problem, or using too many groups for analysis purposes and thereby unneccarily increasing sample size
what is secondary research?
the data is second hand in that someone else has compiled the research
can come from internal sources: company records, reports and previous research carried out
external: government stats, banks, newspapers etc
internet provides mass of secondary research
should be carried out before primary research, primary takes longer, do it if you need
what are the advantages of secondary research?
- helps identify, better understand, define the problem
- answer certain research questions
- low costs, easily accessible
- fats
what are the disadvantages of second hand research?
- out pf date?
- might not be reliable
- relevance or accuracy
what is primary data?
(exploratory)
can collect quantitative or qualitative answers
must be careful with samples and subjectivity
what is qualitative research?
aim to establish customer attitudes, values, behaviour and beliefs
understand the why and how
open ended
retalivley quick
small samples of people due to the in depth nature of them
e.g. focus groups, interviews and observations (ethnography)
what are focus groups?
qual
involve unstructured or semi structured discussions between a moderator or group leader
mod has a list of areas to cover within the topic but group has freedom to discuss issues important to them
relatively small groups
what are the advantages of focus groups?
- rich insights into consumer behaviour, without the need for quantitative follow up
- group dynamics
- cost effective (especially online)
- idea creation (cover topic, allow group to debate and discuss )
what are the disadvantages of focus groups
- interpretation of results is highly subjective, quality of results highly dependant upon skills of moderator
- dominant group members, may take charge, just results from one person
- non anonymity
- sensitive issues (ethics)
what % of all european expenditure is spent on qualitative research?
10%
majority of which is group discussions
what are in-depth interviews?
involve the interviewing of consumers individually for perhaps one or two hours about a topic, used when topic might mean the presence of others results in less answers
what are the advantages of in depth interviews?
- highly flexible (only managing one person)
- uncover underlying motivations, beliefs, attitudes and feelings
- ## sensitive issues can be explored
what are the limitations of in depth interviews?
- need excellent interpersonal communication skills
- interviewer bias
- most interesting view points may be disportportionally reported on (bad when no quantitiavve follow up)
what are the quantitative research methods?
stage 2 … quan
face to face surveys
mail / postal questionnaires
online surveys
experimentation
what is considered as the main data collection stage?
following careful exploratory research the main data collection stage is designed
assumption is that quantitative research methods are the most appropriate
what is included in the research design?
- sampling process
- survey method
- questionnaire design
what is the sampling process?
being by defining the sampling population , the group that forms the subject of study in a particular survey
survey objective is to provide results that are representative of this group
what are the three main types of sampling techniques?
random sampling, stratified sampling and quota sampling
what is stratified sampling?
group is split into sub groups such as genders or age etc
and then people are randomly assigned to each group
good when you want to show differences between groups in a sample
what is quota sampling?
non probability sampling
the group has the same proportions as in the population
what are the advantages of face to face surveys?
door to door, shopping centre interception
- highly flexible
- determine understanding, can ask them further questions if results are unclear
- can use longer questionannaires, as if someone is there they may feel obliged to fill it out
- response rates are usually higher than telephone
what are the disadvantages of face to face surveys?
- more expensive than mail and telephone surveys
- sensitive issues
- interviewer bias, who they pick etc
- socially desirable answers, not valid, just resent of researchers
what are mail / postal questionnaires?
no presence of the researcher
widely used and robust means of gathering data
reach widely dispersed population
major shift from mail, to email and phone surveys (digital surveys)
how have response rates to digital surveys been increased?
e.g. swagbucks
get paid to fill out surveys, earn bit of money in spare time, win win situation
what are the advantages of mail/postal questionnaires?
- digital: flexibility of content, can include videos etc
- reach: no geographical limitations
- speed of deliver y
- potential cost saving, no labour hours
- eliminates researcher bias
what are the limitations of postal / mail questionannirs?
- low response rate, no need to feel like you have to fill it out
- slow returns
- understanding and honesty
- if through digital means then sampling can skew data as majority may be younger people
what are some disadnatges of online surveys?
- body language, can normally create results on this
- representative of population, global identity of users has increased however
what are three conditions necassary to get a true response to a question?
1) respondents must understand question
2) be bale to provide info
3) willing to answer
erased in a language in which is easy for everyone to understand, reduces confusion
what is experimentation?
- attempts to explain cause and effect relationships
- manipulates on variable and examines effect on another, isolate impact of a factor
- field or in a lab
- a money off sales promotion
what type of data do observations collect?
quantitate and qualitative
can be part of the exploratory research
what are the advantages of observation?
- can be combined with interviews
- gains greater insights
- natural behaviour
what are the limitations of observations?
- hawthorne effect
- analysis can be problematic
- descriptive info
- ethical problems (discrete ppt)
what are the types of probability sampling?
- simple random
- stratified
- cluster (area)
what are the types of non probability smplogn?
- convenience
- judgement
- quota
what is involved with stage 4 of marketing research process?
4) interpreting / analysing results
basic analysis may be on a descriptive level (standard deviation) pr comparable
more sophisticated may search for relationshipss or establish cause and effect
common failing is to establish cause and effect when on association has ben found
draw conclusions
make recommendations
what is involved in the fifth stage of marketing research process?
5) reporting the research finings
- communicate steps taken, findings and recommendations
- use clear language
- avid bias or distortions
- provide concise description of findings and nature of results
what are the ethical issues in marketing research?
- intrusions of privacy
- misuse of marketing research findings
- competitive information gathering
- selling under guise of marketing research
what is intrusions of privacy?
right to privacy
unsolicated mail and spam
some may feel that asking for age etc maybe intruding upon privacy
what is misuse of marketing research findings?
bias findings
respondents may be used in a sales pitch and therefore researchers may try to pick those who are more lily to be in favour
what is selling under the guise of marketing research?
- miselading reposndants
- ‘sugging’
- product marketer falsely pretends to be a market researcher conducting a survey, when in reality they are simply trying to sell the product in question
why is market research needed?
as markets are dynamic and constantly evolving
