32 terms

MKT 3311 Principles of Marketing chapter 5

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.
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.
produces almost identical results in repeated trials.
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.
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
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
• 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