Chapter 4 - Marketing research Flashcards
What’s the process in marketing research?
- Define the problem and research objectives
- Develop the research plan
- Collect the information
- Analyze the information
- Present the findings
- Make the decision
When defining the problem, what should you be careful about?
The problem shouldn’t be too broad nor narrow
What are the 3 types of research?
Exploratory research
Descriptive research
Causal research
Exploratory research
Provides idea above a relatively vague problem, to identify problem and possible solutions
Descriptive research
Quantify demand, frequency of occurrence, extent of
relationship between two factors
Casual research
Cause-and-effect relationship`
What are the different types of data?
Secondary and primary data
Secondary data
Facts and figures already recorded prior to the project
ex. internal data such as, financial statements, research reports, files, customer letters, etc & external data such as U.S consensus reports, internet based reports, trade studies nd magazines
Primary data
Facts and figures newly collected for the project
ex. Observational data, questionnaire, other sources like panels/experiments, info technology and data mining. social networks
What are the different types of research approaches?
- Observational research
- Focus group research
- Survey research
- Behavioral research
Observational research
Ethnographic research
Focus group research
6-10 people, small payment, professional moderator
Has pros and cons
Survey research
Online, phone, in person
Short, simple, incentives
Behavioral research
Actual purchase data, experiments
What are the 6 qualitative measures?
ZMET approach Laddering Projective techniques Brand personification Visualization World association
ZMET approach
Select images representing their thoughts and feeling, then
one-to-one interviews
Laddering
series of increasingly specific “why” questions
Projective techniques
seek to get to the subconscious
Brand personification
If brand were to come alive…what would it be like, do, wear
Visualization
Customers create collage or drawings
Word association
Good for Identifying brand associations
What are the different types of survey research?
- Mail, online, fax surveys
- Telephone surveys
- Individual interview and mail intercept surveys
Mail, online, fax surveys
- Least expensive
- Litle ability to ask complex questions since simple
- No opportunity for interviewer to bias
- Complete anonymity since no signature required
Telephone surveys
- Moderately expensive
- Some ability to ask complex questions
- Some opportunity for interviewer bias b/c voice inflection
- Some anonymity b/c of telephone contact
Individual interview and mail intercept surveys
- Most expensive b/c of interviewers time and travel expenses
- A lot of ability to probe and ask complex q’s since interviewer can show visuals, rapport etc
- Significant opportunity for interviewer bias b/c voice and face
- Little anonymity b/c face to face contact
