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4 Conducting 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?

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Venus Razor

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What is Marketing Research?

Marketing research is the systematic design" co%%ection" ana%ysis" and reporting of data and findings re%evant to a specific marketing situation facing the company$

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Types of Marketing Research Firms

*yndicated Custom *pecia%ty'%ine

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The Marketing Research Process

,efine the prob%em ,eve%op research p%an Co%%ect information -na%y.e information resent findings /ake decision

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Step 1 !efine the Pro"#em

,efine the prob%em *pecify decision a%ternatives *tate research ob1ectives

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Types of Research
!xp%oratory ,escriptive Causa%

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Step $ !e%e#op the Research P#an

,ata sources 4esearch approach 4esearch instruments *amp%ing p%an Contact methods

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!ata sources

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Research &pproaches

5bservationa% and ethnographic 6ocus group *urvey 7ehaviora% !xperimenta%

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Focus 'roups

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Research (nstruments

8uestionnaires 8ua%itative /easures 9echno%ogica% ,evices

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Qua#itati%e Techni)ues
Word -ssociations :isua%i.ation ro1ective 9echni;ues <addering

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Questionnaire !o*s an+ !on*ts

!nsure ;uestions are free of bias /ake ;uestions simp%e /ake ;uestions specific -void 1argon -void sophisticated words -void ambiguous words

-void negatives -void hypothetica%s -void words that cou%d be misheard =se response bands =se mutua%%y exc%usive categories -%%ow for >other? in fixed response ;uestions

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Question Types , !ichotomous

#n arranging this trip" did you contact -merican -ir%ines? @es Ao

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Question Types - Mu#tip#e Choice

With whom are you trave%ing on this trip? Ao one *pouse *pouse and chi%dren Chi%dren on%y 7usiness associatesBfriendsBre%atives -n organi.ed tour group
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Question Types - .ikert Sca#e

#ndicate your %eve% of agreement with the fo%%owing statementC *ma%% air%ines genera%%y give better service than %arge ones$ *trong%y disagree ,isagree Aeither agree nor disagree -gree *trong%y agree
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Question Types Semantic !ifferentia#

-merican -ir%ines <arge DDDDDDDDDDDD$$$DD$*ma%% !xperiencedDDDDDDD$D$#nexperienced /odernDDDDDDDDD$D$$5%d'fashioned

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Question Types (mportance Sca#e

-ir%ine food service is EEEEE to me$ !xtreme%y important :ery important *omewhat important Aot very important Aot at a%% important

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Question Types - Rating Sca#e

-merican -ir%inesF food service is EEEEE$ !xce%%ent :ery good Good 6air oor

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Question Types (ntention to /uy Sca#e

How %ike%y are you to purchase tickets on -merican -ir%ines if in'f%ight #nternet access were avai%ab%e? ,efinite%y buy robab%y buy Aot sure robab%y not buy ,efinite%y not buy
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Question Types (ntention to /uy Sca#e

How %ike%y are you to purchase tickets on -merican -ir%ines if in'f%ight #nternet access were avai%ab%e? ,efinite%y buy robab%y buy Aot sure robab%y not buy ,efinite%y not buy
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Question Types Comp#ete#y 0nstructure+

What is your opinion of -merican -ir%ines?

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Question Types Wor+ &ssociation

What is the first word that comes to your mind when you hear the fo%%owing? -ir%ine EEEEEEEEEEEEEEEEEEEEEEEE -merican EEEEEEEEEEEEEEEEEEEEE 9rave% EEEEEEEEEEEEEEEEEEEEEEEE

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Question Types Sentence Comp#etion

When # choose an air%ine" the most important consideration in my decision isC EEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEE EEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEE EEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEE EEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEE EEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEE EEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEE EEEEEEEEEEEEEEEEEE$

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Question Types Story Comp#etion

># f%ew -merican a few days ago$ # noticed that the exterior and interior of the p%ane had very bright co%ors$ 9his aroused in me the fo%%owing thoughts and fee%ings$? Aow comp%ete the story$ EEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEE EEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEE EEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEE EEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEE EEEEEEEEEEEEEEEEEEEEEEEEEEEEEEE
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Techno#ogica# !e%ices

Ga%vanometers 9achistoscope !ye cameras -udiometers G *

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Samp#ing P#an

*amp%ing unitC Who is to be surveyed? *amp%e si.eC How many peop%e shou%d be surveyed? *amp%ing procedureC How shou%d the respondents be chosen?

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Contact Metho+s

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Pros an+ Cons of 1n#ine Research

-dvantages #nexpensive 6ast -ccuracy of data :ersati%ity ,isadvantages *ma%% samp%es *kewed samp%es 9echno%ogica% prob%ems #nconsistencies

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What is a Marketing !ecision Support System 2M!SS3?

- marketing decision support system is a coordinated co%%ection of data" systems" too%s" and techni;ues with supporting hardware and software by which an organi.ation gathers and interprets re%evant information from business and environment and turns it into a basis for marketing action$

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/arriers .imiting the 0se of Marketing Research

- narrow conception of the research =neven ca%iber of researchers oor framing of the prob%em <ate and occasiona%%y erroneous findings ersona%ity and presentationa% differences

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Market Research Can Fai#

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Ta"#e 456 Characteristics of 'oo+ Marketing Research

*cientific method 4esearch creativity /u%tip%e methods #nterdependence :a%ue and cost of information Hea%thy skepticism !thica% marketing

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What are Marketing Metrics?

Marketing metrics are the set of measures that he%ps marketers ;uantify" compare" and interpret marketing performance$

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Ta"#e 454 Marketing Metrics

78terna#

(nterna#

-wareness /arket share 4e%ative price Aumber of comp%aints Customer satisfaction ,istribution 9ota% number of customers <oya%ty

-wareness of goa%s Commitment to goa%s -ctive support 4esource ade;uacy *taffing %eve%s ,esire to %earn Wi%%ingness to change 6reedom to fai% -utonomy
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What is Marketing,Mi8 Mo+e#ing?

Marketing,mi8 mo+e#s ana%y.e data from a variety of sources" such as retai%er scanner data" company shipment data" pricing" media" and promotion spending data" to understand more precise%y the effects of specific marketing activities$

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Figure 45$ Marketing Measurement Path9ay

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Figure 456 Marketing !ash"oar+

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Ta"#e 454 Samp#e Customer,Performance Scorecar+ Measures

H of new customers to average I H of %ost customers to average I H of win'back customers to average I H of customers in various %eve%s of satisfaction H of customers who wou%d repurchase H of target market members with brand reca%% H of customers who say brand is most preferred

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For Re%ie9

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?

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-%% rights reserved$ Ao part of this pub%ication may be reproduced" stored in a retrieva% system" or transmitted" in any form or by any means" e%ectronic" mechanica%" photocopying" recording" or otherwise" without the prior written permission of the pub%isher$ rinted in the =nited *tates of -merica$

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