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Ch. 9: Marketing Research
Ch. 9: Marketing Research
9.2 Steps in a Marketing Research Project
marketing research problem
determining what info is needed and how it can be gathered effectively
marketing research objective
the specific info needed to solve a marketing research problem
management decision problem
a broad-based problem that uses marketing research in order for managers to take proper actions
secondary data
data previously collected for any purpose other than the one at hand
big data
the exponential growth in the volume, variety, etc. of information and the development of new tools to analyze the data
research design
specifies which research questions need to be answered, how/when data will be gathered, and how the data will be analyzed
primary data
info that is collected for the first time that is used for solving the problem under investigation
survey research
most popular data gathering technique; people are surveyed
mall intercept interview
a survey research method in which people are interviewed in busy areas of shopping malls
computer-assisted personal interviewing
an interviewing method in which an interviewer uses a computer for questions/answers
computer-assisted self-interviewing
an interview method in which people in a mall are led to computers to answer questions on a computer
central-location telephone (CLT) facility
a specially designed phone room used to conduct telephone interviewing
executive interview
a type of survey that usually involes interviewing business people at their offices concerning industrial products or services
focus group
seven to ten people who participate in a group discussion led by a moderator
open-ended question
an interview question that encourages an answer phrased in the respondent's own words
closed-ended question
an interview question that makes respondent pick the answer from list
scaled-response question
a closed-ended question designed to measure the intensity of a respondent's answer
observation research
a research method that relies on people watching people, people watching an activity, machines watching people, and machines watching an activity
mystery shoppers
researchers posing as customers who gather observational data about a store
behavioral targeting (BT)
observation marketing that uses behavior patterns and online activity as a base
social media monitoring
the use of automated tools to monitor online conversations
ethnographic research
the study of human behavior in its natural context
experiment
a method of gather data/testing things
sample
a subset from a larger population
universe
the population from which a sample will be drawn
probability sample
a sample in which every element in the population has a known statistical likelihood of being selected
random sample
every element of sample is picked randomly (equal odds)
nonprobability sample
doesn't try to get equal representation in sample
convenience sample
pick the first people who are readily available
measurement error
difference between the info desired by researcher and info provided from measurement process
sampling error
error occuring when sample does not represent target population
frame error
occurs when a sample drawn from a population differs from the target population
random error
occurs when the sample is an imperfect representation of the overall population
field service firm
a firm specializing in interviewing respondents on a subcontracted basis
cross-tabulation
lets the analyst compare answers from numerous questions
9.5 Scanner-Based Research
scanner-based research
a system for gathering info by monitoring a single group of respondents and what kind of marketing they are exposed to as well as what they buy
infoscan
a scanner-based sales-tracking service for the consumer packaged-goods industry
neuromarketing
a field of marketing that studies the body's responses to marketing stimuli
9.1 The Role of Marketing Research
marketing research
the process of planning, collecting, and analyzing data relevant to a marketing decision
9.3 Thr Profound Impact of the Internet on Marketing Research
Most marketing research companies now conduct some form of online research
9.4 The Growing Importance of Mobile research
Because most people do things on their mobile devices, research is shifting to mobile devices and mobile users
9.6 When Should Marketing Research Be Conducted
Should be used to determine which customers are worth focusing on.
9.7 Competitive Intelligence
competitive intelligence (CI)
an intelligence system that helps managers assess their competition and venors in order to be efficient