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Marketing Research Week 4-5 Notes

by: Alicia Turman

Marketing Research Week 4-5 Notes MKTG 3633

Marketplace > University of Arkansas > Marketing > MKTG 3633 > Marketing Research Week 4 5 Notes
Alicia Turman
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About this Document

Notes over Market Proposal/ Experiment Designs/ Different types of Research and Experiment methods.
Marketing Research
Steven Kopp
Class Notes
marketing research




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This 5 page Class Notes was uploaded by Alicia Turman on Monday February 15, 2016. The Class Notes belongs to MKTG 3633 at University of Arkansas taught by Steven Kopp in Spring 2016. Since its upload, it has received 15 views. For similar materials see Marketing Research in Marketing at University of Arkansas.


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Date Created: 02/15/16
Feb 9 notes: (cont)  The problem statement identifies: o Symptoms o Possible causes o Anticipated uses of research information  Ensures that the researcher and the manager see the problem in the same way  Constructs and operational definitions are specified. o Constructs: term or concept that is involved in the marketing management problem o For example, what are the constructs to be measured? o “Information needs, language and cultural competencies (of consumers) o Other constructs that we can measure:  “Age”  “Satisfaction”  “Sales” o Operational definition: how we will measure a construct.  Age- measured using self-reported chronological age  Satisfaction- measured with a Likert scale  Sales- measured in units, not dollars.  Relationships are identified o Meaningful link believed to exist between two constructs.  So our proposal might say: “we will examine the relationships between customer age and satisfaction, and whether these have an impact on sales.  A model is decided. o Connects constructs with understandable logic.  So our proposal might say:  We expect that older customers will express higher satisfaction with the product.  The proposed research method identifies o Data collection mode o Questionnaire design o Sample plan o Other aspects of research So look at what we’ve done:  Identified the problem the manager faces  Redefined this problem such that causes can be identified and studied  Decided how to measure all of the variables factors involved in the problem  The “RFP” is a formal way of doing this- it assures that the manager and researcher understand what is too to be done and species all the expectations. Marketing Research- February 16  Descriptive Research  -(usually)- concerned with describing market characteristics and./ or marketing mix characteristics Two basic types: 1.)Cross- sectional studies o Measure something at only one point in time. o People’s opinions, attitudes, and behaviors at one specific time. i. Ex: Super Bowl ads o Sample surveys- samples are representative of a specific population 2.)Longitudinal studies o Repeatedly measure the same “something:” over time. o Often a panel of people who agree to answer questions at periodic intervals. Causal Research o Causality- understanding a phenomenon in terms of conditional statements. (“if this happens, then this happens.”)( If x, then y) o Ex: “If I drop a hammer and a feather from the same height, what will happen?- Hammer will hit ground first.” o Causal studies are conducted through the use of experiments. Experiments o The purpose of any experiments is to be able to make a comparison. o Experiments: o Manipulation of an independent variable. o To see how it affects a dependent variable.  (Dependent variable depends on independent variable) o While controlling for the affects of additional variables. o Independent variable—the one that is changed by the scientist. o Dependent variable—responds to the change made to the independent variable. o Control variable—variables that may affect a dependent variable but are not independent variables. o (We still want to measure) --Example: o Question: Who listens to music the most: teenagers or their parents? o Independent variable: (what I change)  The groups receiving the survey; teens or parents o Dependent variables (what I observe)  The amount of time that each person listens to music per day measured in hours. o Control Variables (what I keep the same)  Ask the question in exactly the same way to each individual. The comparison being made is between groups: parents and teenagers. o Extraneous Variable—a variable that influences/affect/impact the Dependent Variable, BUT we didn’t measure. Experimental Design  A procedure for devising an experimental setting such that a change in a dependent variable may be attributed solely to the change in an independent variable.  In order to make a comparison about the “effect” something has on something else, the dependent variable has to be measures: o Measure dependent variable first (O ),1then the independent variable(X), then measure the dependent variable again (O ) 2 o O 1 X O 2  For example, we measure sales of a product.  In this case, we might start an advertising campaign.  Sales went up! We infer that the ad campaign caused sales to increase.  BUT HOW DO WE KNOW FOR SURE?  Add another group that was not exposed to the ads:  O 1 X O 2  O 3 O 4 - This is called the control group o If sales do Not go up in the same time period for the no-ad group, then we can be certain that the ad campaign caused sales to increase/  A control group increases the validity of our experiment.


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