Week_2_Marketing Research & Marketing Research Process

Question 1

Growth of the Need for Marketing Research

Answer 1

Manufacturer products goods for distance market.
They need to know distance market.
Marketing needs growth
Nielson started firm in 1922
Robert  Merton create focus group

Question 2

Evolution of the Marketing Research Industry

Answer 2

• Earliest questionnaire surveys began around 1824
• Charles Coolidge Parlin conducted the first continuous and organized marketing research in 1911 for the Curtis Publishing Company.
• The purpose of Parlin’s research was to increase advertising for The Saturday Evening Post magazine.

Question 3

Top 5 countries spent on marketing

Answer 3

US, UK, German, France, China

Question 4

What is marketing research?

Answer 4

Marketing Research as the function that links the consumer and the public to the marketer through INFORMATION

Question 5

What are these information?

Answer 5

Used to identify and define market opportunities and problems.
Generate, refine, and evaluate marketing performance.
Monitor marketing performance.
Improve understanding of marketing as a process.

Question 6

Marketing research is the systematic and objective

Answer 6

– identification
– collection
– analysis
– dissemination
– and use of information

Question 7

What are two kinds of marketing research?

Answer 7

Problem identification research

Problem solving research

Question 8

What are the research segmentations for problem solving research?

Answer 8

Production research
Promotion research
Price research
Distribution research

Question 9

External suppliers definition

Answer 9

– Function- i.e. data analysis, data collection
– Type of research application-i.e. customer satisfaction, advertising effectiveness, new- product development
– Geography-i.e. domestic vs international
– Type of customer-i.e. health care, government, telecommunications

Question 10

Full service suppliers

Answer 10

Syndicated data service firms: Collect information that is available to multiple firms. The information is provided in a standardized form (not tailored to any one company) to a large number of companies, known as a syndicate

Standardized service firm: Data collected for each firm is different but the method to collect data is standardized. Standardized services include: test marketing; selecting brand names for new products; measuring advertising effectiveness, etc.

Customized service firm: Offer a variety of research services tailored to meet the client’s specific needs

Online Research Service Firms: Specialize in providing services online to assist in any phase of the marketing research process including identification of the problem, research design, data collection, analysis, and report distribution

Question 11

Limited Service Suppliers

Answer 11

Specialize in one or, at most, a few marketing research activities such as eye testing (eye tracking), mystery shopping, field services (data collection), or market segment specialists

Question 12

What is field service of suppliers?

Answer 12

Specialize in collecting data. Typically operate in a particular area conducting telephone surveys, focus group interviews, mall- intercept surveys and door-to-door surveys

Question 13

Criteria for Selecting a Research Supplier

Answer 13

• reputation
• do they complete projects on schedule?
• Are they known for maintaining ethical standards?
• Are they flexible?
• Are their research projects of high quality?
• Has the firm had experience with projects similar to this one?
• Do the supplier’s personnel have both technical and non-technical expertise?
• Can they communicate well with the client?
• Are the bids competitive on the basis of quality as well as price.

Question 14

What are the challengers for international marketing research?

Answer 14

Differences in customs, communication, and culture. environmental factors: including marketing, government, legal, economic, structural, informational, technological, and sociocultural factors.

Question 15

How can social media becomes a part of marketing research?

Answer 15

Should be used as complement and supplement (additional domain)

Question 16

What are limitations of using social media

Answer 16

• standards for objectivity
• representation of the target population in many
marketing research applications.
• as a source of samples suffers from at least two biases: from self-selection and from advocacy.

Question 17

Advantages of Mobile Marketing Research

Answer 17

• potential to reach a broader audience, get results faster, lower costs, and elicit higher quality responses.
• GPS and other location technologies can deliver surveys to target audience based on their current or past locations.
• appealing in many developing economies

Question 18

Disadvantages of Mobile Marketing Research

Answer 18

• Surveys must be kept short, succinct, and simple.
• The questions that can be asked are definitely more limited than those suitable on web sites accessed by PC or other modes of survey administration.
• Another serious limitation is the use of video due to bad streaming and other technical difficulties.
• Sample representativeness.

Question 19

The Marketing Research Process

Answer 19

1: Establish the need for Marketing Research
2: Define the Problem
3: Establish research objectives
4: Determine research design
5: Identify information types and sources
6: Determine methods of accessing data
7: Design data collection forms
8: Determine the sample plan and size
9: Collect data
10: Analyze data
11: Prepare and present the final research report

Question 20

What leads the marketing research needs?

Answer 20

Inadequate information. If cannot get information from internal, must consider conduct marketing research

Question 21

When is Marketing Research not needed?

Answer 21

Information is fully available. or no time, or no money.

Question 22

What are the research value?

Answer 22

• It helps clarify problems or opportunities
• it identifies changes that are occurring in the
marketplace among consumers and/or competitors
• it identifies the best alternative to pursue among a set of proposed alternatives
• it helps your brand gain a competitive advantage

Question 23

What is the most important step for market research process?

Answer 23

Problem identification

Question 24

How to define the problem?

Answer 24

• In defining the problem, managers must first determine what decisions they must make.
• Secondly, they must ask if they have adequate information already available to them to make the decision.
• Managers should not conduct marketing research “just to know something” because marketing research takes times and money to conduct

Question 25

The Role of Symptoms in Problem Recognition

Answer 25

Sales are falling; market share is down; customer satisfaction is down; product returns are up; complaint letters are up….
The role of the symptom is to alert management to a problem; there is a gap between what should be happening and what is happening.

Question 26

If don’t know what the problem is, which research should conduct?

Answer 26

Exploratory research

Question 27

What a managers should do when he recognizes there is a problem?

Answer 27

Define the problem by identifying the decision alternatives

Question 28

When does management need situation analysis?

Answer 28

When management need help in diagnosing the situation or previously defined the problem, marketing researchers should conduct a situation analysis to ensure the problem has been properly defined

Question 29

Determine Probable Causes of symptoms

Answer 29

• It is important to determine all possible causes.
• After listing all possible causes, the researcher should narrow down the possible causes to a small set of probable causes, defined as the most likely factors giving rise to the symptom.

Question 30

Specification of the Decision

Answer 30

• Specify decision alternatives to alleviate the symptom
– Decision alternatives include any marketing action that the marketing manager thinks may resolve the problem
• Consequences of the alternatives
– Consequences are the results of marketing actions. What are the most likely consequences we can anticipate with each decision alternative?

Question 31

What are the criteria for research objective?

Answer 31

from whom the information is to be gathered
what information is needed
How to measure information
Word questions used to gather the information, in the respondents‟ frame of reference”

Question 32

Information Gaps

Answer 32

The researcher should ask questions about the current information state and determine the desired information state.
The researcher seeks to identify information gaps, Ultimately, information gaps are the basis for establishing research objectives

Question 33

Action Standards (very important)

Answer 33

Pre-designation of some quantity of a measured attribute or characteristic that must be achieved for a research objective in order for a predetermined action to take place.(结果是什么，就去做什么）