Introduction (Week 1)

Question 1

What is marketing research?

Answer 1

The function that links the consumer, customer, and public to the mkt through information - info used to identify & define mkting opps. & problems

Question 2

What are the duties of marketing research?

Answer 2

Specifies info required to address issues
Designs method for collecting info
Manages & implements *data collection process
*Analyses & *communicates findings & their implications

Question 3

What are the types of marketing research in academia?

Answer 3

Consumer behaviourists
- Run expts, focus on psychology

Quants
- Collect data through web scraping, data analysis, at indiv level

Strats (Strategy)
- Between CB & quant. Not as quantitative driven, study aggregate/firm level.

Question 4

Why do we need to do marketing research?

Answer 4

1. Because we need to
   - Need for improved marketing accountability
   - Competitive advantage: Make good judgment, biz decision
2. Because we can
   - Data explosion (volume, velocity, variety)
   - Enhanced computing power
   - New & improved techniques for gathering & analysing data

Question 5

What are the current trends in traditional offline retail?

Answer 5

Eye-tracking information

Tracking shoppers’ cells

Amazongo

Question 6

What are the 3 types of marketing research?

Answer 6

(In order of decreasing uncertainty)

1. Exploratory research
   - Ambiguous problem
   - In-depth 1-to-1 interviews, focus groups
2. Descriptive research
   - Aware of problem
   - Designing and administering surveys
3. Causal research
   - Clearly defined problem
   - Designing experiments (lab/field) to establish causal r/s

Question 7

What are the types of data collection methods?

Answer 7

Primary data

• Qualitative research – e.g. focus groups, in-depth interviews
• Surveys
• Experiments

Secondary data

• Information system
• Syndicated services e.g. Commercial secondary data providers

Question 8

What are the stages of the research process?

Answer 8

1. Problem definition: Setting the research scope
2. Design: What info, who to sample, when, where & how
3. Data collection: Obtain data to analyse and interpret
4. Analysis
5. Reporting: Drawing implications & providing recommendations

Question 9

What are the rules of marketing ethics?

Answer 9

• Obey the law

- How would you feel as a customer