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4Conducting Marketing Research

Chapter Questions

What constitutes good marketing research? What are the best metrics for measuring

marketing productivity? How can marketers assess their return on

investment of marketing expenditures?

Venus Razor

Extensive market research and performed numerous market tests

What is Marketing Research?

Marketing research is the systematic design, collection, analysis, and reporting of data

and findings relevant to a specific marketing situation facing the company.

Types of Marketing Research Firms

Syndicated: Gather consumer and trade information, sell for a fee

Custom: Hired to carry out specific projects

Specialty-line: Sells field interviewing services to other firms

The Marketing Research Process

Define the problem and research objectives Develop research plan Collect information (measurement, survey) Analyze information (statistical procedures) Present findings Make decision

http://www.youtube.com/watch?v=bGJSEEx2pXc

Step 1: Define the Problem

Define the problem (not too broadly or narrowly) e.g., Will offering an in-flight Internet service create enough

incremental preference and profit for American Airlines to justify its cost against other possible investments in service enhancements American might make?

Specify decision alternatives “Should American offer an Internet connection?” “If so, should we offer the service to first-class only, or ..?” “What price should we charge?” State research objectives “How many first-class passengers are likely to use the Internet service

at different price level?”

Types of Research

Exploratory: To shed light on the real nature of the problem and to suggest possible solution or new ideas

Descriptive: To quantify demand, such as how many first-class passengers would purchase in-flight Internet service at $25

Causal: Its purpose is to test a cause-and-effect relationship

Step 2: Develop the Research Plan

Data sources Research approach Research instruments Sampling plan Contact methods

Data sources

Primary v.s secondary data

Research Approaches Observational research: Gather fresh data by observing the

relevant actors and settings unobtrusively Ethnographic research: Immerse the researcher into consumers’

lives to uncover unarticulated desires Focus group: A group of 6~10 people selected by researchers

based on certain to discuss various topics of interest demographic, psychographic, or other considerations in length

Survey: To access people’s knowledge, beliefs, preferences, and satisfaction and to measure magnitudes in the general population

Behavioral research: Customers leave traces of their purchasing behavior in store scanning data, catalog purchase, and customer databases

Experimental: Most scientifically valid research, designed to capture cause-and-effect relationships by eliminating competing explanations of the observed findings (control group)

Focus Groups

Research Instruments

Questionnaires: A set of questions presented to respondents (p. 127)

Qualitative Measures: Prepare a list of relevant questions to interview respondents in-depth (sample is too small to generalize to broader populations)

Technological Devices

Question Types - Dichotomous

In arranging this trip, did you contact American Airlines?

Yes No

Question Types – Multiple Choice

With whom are you traveling on this trip?

No one

Spouse

Spouse and children

Children only

Business associates/friends/relatives

An organized tour group

Question Types – Likert Scale

Indicate your level of agreement with the following statement: Small airlines generally give better service than large ones.

Strongly disagree

Disagree

Neither agree nor disagree

Strongly agree

Question Types – Semantic Differential

American Airlines

Large ………………………………...…….Small

Experienced………………….….Inexperienced

Modern……………………….…..Old-fashioned

Question Types – Importance Scale

Airline food service is _____ to me.

Extremely important

Very important

Somewhat important

Not very important

Not at all important

Question Types – Rating Scale

American Airlines’ food service is _____.

Excellent

Very good

Question Types –Intention to Buy Scale

How likely are you to purchase tickets on American Airlines if in-flight Internet access were available?

Definitely buy

Probably buy

Not sure

Probably not buy

Definitely not buy

Question Types –Intention to Buy Scale

How likely are you to purchase tickets on American Airlines if in-flight Internet access were available?

Definitely buy

Probably buy

Not sure

Probably not buy

Definitely not buy

Qualitative Techniques

Word Associations: Ask subjects what words come to mind when they hear the brand’s name

Visualization: Require people to create a collage from magazine photos or drawings to depict their perceptions

Projective Techniques: Give people an incomplete stimulus and ask them to complete it

Laddering: A series of increasingly more specific “why” questions can reveal consumer motivation or deeper, more attractive goals

Brand personification: Ask subjects what kind of people they think of when the brand is mentioned

Question Types –Word Association

What is the first word that comes to your mind when you hear the following?

Airline ________________________

American _____________________

Travel ________________________

Question Types –Completely Unstructured

What is your opinion of American Airlines?

Question Types –Sentence Completion

When I choose an airline, the most important consideration in my decision is: ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________.

Question Types –Story Completion

“I flew American a few days ago. I noticed that the exterior and interior of the plane had very bright colors. This aroused in me the following thoughts and feelings.” Now complete the story. _______________________________________________________________________________________________________________________________________________________________________________

Questionnaire Do’s and Don’ts

Ensure questions are free of bias

Make questions simple Make questions specific Avoid jargon Avoid sophisticated

words Avoid ambiguous words

Avoid negatives Avoid hypotheticals Avoid words that could

be misheard Use response bands Use mutually exclusive

categories Allow for “other” in fixed

response questions

Technological Devices

Galvanometers (measure interest and emotion aroused) Tachistoscope Eye cameras Audiometers GPS

Using sophisticated equipment and methods, neuroscience researchersare studying how brain activity is affected by consumer marketing

Sampling Plan

Sampling unit: Who is to be surveyed? Sample size: How many people should be

surveyed? Sampling procedure: How should the

respondents be chosen? (Probability sampling)

Contact Methods

1. Mail Contacts

2. Telephone Contacts

3. Personal Contacts

4. Online Contacts

Pros and Cons of Online ResearchAdvantages Inexpensive Fast Accuracy of data

(honest and thoughtful online)

Versatility (more flexible and capable)

Disadvantages Small samples Skewed samples Technological

problems & Inconsistencies (browser software varies)

Step 4: Analyze the Information

Quantitative: Run a proper Statistical procedure

Qualitative: Triangulation, used to indicate that more than two methods are used in a study with a view to double (or triple) checking results, called "cross examination".

Step 5: Present the Findings

Present the findings relevant to the major marketing decisions facing management

Play a more proactive, consulting role in translating data and information into insights and recommendations

What is a Marketing Decision Support System (MDSS)?

A marketing decision support system (MDSS) is a coordinated collection of data, systems, tools, and techniques with supporting hardware and software by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action.

Barriers Limiting the Use of Marketing Research

A narrow conception of the research Uneven ability and quality of researchers Poor framing of the problem Late and occasionally erroneous findings

Market Research Can Fail

Unrealistic expectations About What market

researchers can offer

Table 4.3 Characteristics of Good Marketing Research

Scientific method: careful observation, formulation of hypotheses, prediction, and testing

Research creativity Multiple methods (not rely on one method) Interdependence of models and data Value and cost of information Healthy skepticism (challenge assumptions) Ethical marketing (invasion of consumer’s

privacy)

Measuring Marketing Productivity

2. Two complementary approaches to measure:

Marketing metrics to access marketing effects

Marketing-mix modeling to estimate causal relationships and measure how marketing activity affects outcomes

Measuring Marketing Productivity

Marketing metrics are the set of measures that helps marketers quantify, compare, and interpret marketing performance (achieving

goals and financial objectives).

What are Marketing Metrics?

Table 4.4 Marketing MetricsExternal Awareness Market share Relative price Number of complaints Customer satisfaction Distribution Total number of

customers Loyalty

Internal Awareness of goals Commitment to goals Active support Resource adequacy Staffing levels Desire to learn Willingness to change Freedom to fail Autonomy

What is Marketing-Mix Modeling?

Marketing-mix models analyze data from a variety of sources, such as retailer scanner

data, company shipment data, pricing, media, and promotion spending data, to understand more precisely the effects of

specific marketing activities.

The findings from marketing-mix modeling help allocate or Reallocate expenditures

Figure 4.2 Marketing Measurement Pathway

Figure 4.3 Marketing Dashboard

Table 4.4 Sample Customer-Performance Scorecard Measures

% of new customers to average # % of lost customers to average # % of win-back customers to average # % of customers in various levels of satisfaction % of customers who would repurchase % of target market members with brand recall % of customers who say brand is most preferred

For Review

What constitutes good marketing research? What are the best metrics for measuring

marketing productivity? How can marketers assess their return on

investment of marketing expenditures?

設計來自於小細節 Paul Bennett, the Creative Director at Ideo http://www.ted.com/talks/lang/eng/paul_benn

ett_finds_design_in_the_details.html

David Kelley, the founder at Ideo Human-centered Design

http://www.ted.com/talks/lang/eng/david_kelley_on_human_centered_design.html

mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.

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