The Marketing Research Process Flashcards
Steps in marketing research
- Define problem & research objective
- Develop research plan
- Collect information
- Analyze information
- Presenting the findings
- Making a decision
- Define problem & research objectives
Define the problem, decision alternatives, research objectives
- Develop research plan
- Data sources (Secondary data vs. primary data)
- Behavioral research
- Research approaches
- Research instruments
- Observational research
- Sampling plan
- Focus group research
- Contact method
- Survey research
- Online research
- Behavioral research in detail
- Questionaires
- Technical devices
- Qualitative measures
Different technical devices
- Galvanometer
- Tachistoscope
- Eye-tracking,
- Skin sensors
- Audiometer
- GPS
Different qualitative measures
- Zmet approach
- Word association
- Projective techniques
- Visualization
- Brand personification
- Laddering
- Sampling plan in detail
Sampling unit: Whom should we survey?
Sample size: How many people should we survey?
Sampling procedure: How should we choose the respondents?
Questions:
Who do we ask?
How many do we ask?
- Contact methods in detail
- Mail, per telephone, personal, online
- Online research in detail
Advantages:
Inexpensive, expansive, fast, honest, thoughtful, versatile
Disadvantages:
Small, skewed, excessive turnover, technological problems, technological inconsistency
- Presenting the findings
Present the findings as an answer to the research question, do not get distracted by what is new to you, on what is surprising, you can include it at the end (remind yourself that the client is interested in the answer to the research question)
How do we create our research plan?
- Observational research
(people are always filmed everywhere in public places to analyze what ads people like) - Surveys
(80% of all research are surveys
behavioral research (by observing people, we can find motivation underlying behavior))
Qualitative measures
You need to find out the motivation behind the behavior.
Always be aware that sometimes people lie in surveys, out of shame of admitting the truth, or being too polite.
What is good marketing research
Measuring Marketing Productivity with…
o Marketing metrics
o Marketing-mix modelling
o Marketing dashboards
Always trust your data. None hypothesis is perfect. Combine independent methods of marketing research (bias).
Important measurements
- Brand awareness
- Satisfaction level
- Loyalty rate = Rebuy rate
Marketing-Mix Modelling
The understanding of certain effects of marketing activities by analyzing data from a variety of sources
