MKT 3311 Principles of Marketing chapter 5

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2012 Pride & Ferrell Marketing UHV

Marketing research

the systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities.

hypothesis

an informed guess or assumption about a certain problem or set of circumstances.

exploratory research

more information about a problem or want to make a tentative hypothesis more specific

descriptive research

to understand the characteristics of certain phenomena to solve a particular problem

Experimental research

allows marketers to make causal deductions about relationships. Marketers must plan the research so collected data proves or disproves that X causes Y.

reliability

produces almost identical results in repeated trials.

validity

the method must measure what it is supposed to measure, not something else

Primary data

observed and recorded or directly collected from respondents. This type of data must be gathered through observation or by surveying people of interest.

Secondary data

compiled inside and outside the organization for some purpose other than the current investigation.

Sampling

the process of selecting representative units from a total population

probability sampling

every element in the population being studied has a known chance of being selected for study.

random sampling

all the units in a population have an equal chance of appearing in the sample.

Stratified sampling

divides the population of interest into groups according to a common attribute then a random sample is chosen within each group.

Non-probability sampling

more subjective than probability sampling because there is no way to calculate the likelihood that a specific population element will be chosen.

quota sampling

which researchers divide the population into groups and then arbitrarily choose participants from each group.

mail survey

questionnaires are sent to respondents, who are encouraged to complete and return them

telephone survey

an interviewer records respondents' answers to a questionnaire.

personal interview survey,

participants respond to questions face to face.

focus-group interview

to observe group interaction when members are exposed to an idea or concept

telephone depth interview

combines the traditional focus group's ability to probe with the confidentiality provided by telephone surveys.

Shopping mall intercept interviews

interviewing a percentage of individuals passing by certain "intercept" points in a mall.

on-site computer interview

is a variation of the mall intercept interview, in which respondents complete a self-administered questionnaire displayed on a computer monitor.

statistical interpretation

focuses on what is typical and what deviates from the average.

marketing information system (MIS)

is a framework for the day-to-day management and the structuring of information regularly gathered from sources inside and outside an organization. It provides a continuous flow of information about prices, advertising, expenditures, sales, competition, and distribution expenses

database

a collection of information arranged for easy access and retrieval.

marketing decision support system (MDSS)

customized computer software which helps marketing managers anticipate the effects of certain decisions.

Benefits of marketing research

•  Facilitates strategic planning
•  Assesses opportunities/threats
•  Ascertains potential for success
•  Helps determine feasibility of a strategy
•  Improves marketer's ability to make
• decisions

Steps in the marketing research process

Step 1: Locating and Defining Problems or Research Issues
Step 2: Designing the Research Project
Step 3: Collecting Data Multiple-Choice Question
Step 5: Reporting Research Findings

Data collection

to help prove or disprove the research hypothesis

Questionnaire designs

Open-Ended Question
Dichotomous Question
Multiple-Choice Question

Observation methods

•  Avoid direct contact with subject to reduce possible awareness of observation process
•  Note physical conditions, subject's actions and demographics

Reporting

•  Prepare a formal, written document
•  Determine level of detail
•  Clear and objective presentation
•  Consider the intended audience
•  Point out deficiencies in the data
•  Summary/recommendations first

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