Marketing Research Function and Process: Development, Conduct, Methods, and Technology - P, Study notes of Principles of Marketing

Download Marketing Research Function and Process: Development, Conduct, Methods, and Technology - P and more Study notes Principles of Marketing in PDF only on Docsity! Ch8 outline 1. the marketing research function a. development of the marketing research function b. who conducts marketing research i. syndicated services 1. regularly provides standardized set of data to all customers ii. full-service research suppliers 1. contracts with clients to conduct complete marketing research projects iii. limited- service research suppliers 1. specializes in a limited number of activities c. customer satisfaction measurement programs 2. the marketing research process a. defining the problem b. conducting exploratory research i. intro 1. process of discussing marketing problem with informed sources both within and outside the company and examining info from secondary sources ii. using internal data 1. sales analysis- using company data to analyze sales and find potietnial problems c. formulate hypothesis i. tentative explanation for some specific event d. create research design i. master plan or model for conducting marketing research e. collect data i. secondary data -previously published info ii. primary data – info collected specifically for investigation at hand f. interpret and present research information 3. marketing research methods a. secondary data collection i. intro 1. internal- sales records etc.. 2. external- outside sources ii. government data iii. private data iv. online sources of secondary data b. sampling techniques i. sampling- process of selecting survey respondents or research participants ii. population/universe- total group of people that the researcher wants to study iii. probability sample- sample that gives every member of the population a chance of being selected 1. simple random sample- every member of the relevant universe has an equal opportunity of selection 2. stratified sample- randomly selected subsamples of different groups are represented in the total sample 3. cluster sample- sample of subgroups (clusters) from which they draw respondents iv. nonprobability sample- involves personal judgments somewhere in the selection process 1. convenience sample- selected among readily available respondents 2. quota sample- divided to maintain the proportion of certain characteristics among different segments or groups as is seen in the population as a whole c. primary research methods i. observation method ii. interpretative research 1. observe a customer in their natural setting and interprets their behavior based on an understanding of their social and cultural characteristics of the setting d. survey method i. telephone interviews ii. personal interviews 1. mall intercepts- interviews conducted in shopping centers iii. focus groups 1. simultaneous personal interview of a small group of individuals, which relies on group discussion about a certain topic iv. mail surveys v. fax surveys vi. online surveys and other internet-based methods vii. experimental method 1. controlled experiment-scientific investigation in which a researcher controls or manipulates a test group and compares the results with those of a control group 2. test marketing- introducing a new product in a specific area and then observing its degree of success a. problems with test marketing i. expensive ii. competitors quickly learn about new product iii. some products aren’t well suited to test marketing. Ex. cars e. conducting international marketing research 4. interpretative research a. ethnographic- researcher takes cultural perspective of population being studied 5. computer technology in marketing research