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Ch 9: Marketing Research

by: Rebecca Lord

Ch 9: Marketing Research Mkt 3000

Rebecca Lord
GPA 3.8
Marketing/non business
Fei Weisstein

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Marketing/non business
Fei Weisstein
Class Notes
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This 3 page Class Notes was uploaded by Rebecca Lord on Friday October 23, 2015. The Class Notes belongs to Mkt 3000 at Bowling Green State University taught by Fei Weisstein in Fall 2015. Since its upload, it has received 32 views. For similar materials see Marketing/non business in Marketing at Bowling Green State University.


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Date Created: 10/23/15
Ch 9 Marketing Research This links the customer and consumer to the marketer through information Provides data on the effectiveness of the marketing mix and insights for necessary changes When Should Marketing Research be Conducted When there is a high level of uncertainty 0 Improve the quality of decision making 0 Trace problems 0 Understand detailed and complicated relationships 0 Serve customers accurately When the value of the research information exceeds the cost of generating information Roles of Marketing Research Descriptive Gathering and presenting factual statements 0 Answers the questions quotWhat are consumers attitudes toward this product and its advertising quotWhat are the historic sales trends Diagnostic Explaining data 0 This determines the impact on the sales of a change in product packaging Predictive Answers the question quotWhat if 0 Uses descriptive and diagnostic research to predict the results of a marketing decision Process 1 Define problem Plan Design Primary Data Specify sampling procedure Collect data Analyze data Preparepresent report Follow up NP P PWN Planning Research Design Which research questions must be answered How and where will data be gathered How will data be analyzed Designing Secondary Data Primary Data Advantages 0 Can save time and money oServe as a comparison for other data oHelp formulate the problem statement OSpecific to researchers needs olnformation is current and researcher s know the source and methodology Disadvantages olnformation may not be relevant or accurate to researches problem OSources may be impartial and untimely 0Can be very costly and time consuming oRequires more training and expertise Forms of survey research include Mall Intercept Interviews These brief survey takes place in the common areas of shopping malls or interviewers invite people into an office space does not provide a representative sample of population Inhome Interviews Interviewers goes to a person s home can obtain very thorough responses but can be very expensive 0 Telephone Interviews Much less expensive but becoming costlier due to peoples refusal to participate 0 Mail Surveys Low cost no interviews and centralized control but low participation rate not a true representation of population and no ability to clarify participant s responses 0 Executive Interviews Occurs in participant s work office about industrial products or services cancellations are common interviewers must be very well trained because they are interviewing on subjects they know very little about Focus Groups Consist of 710 people with certain characteristics who are asked questions about products or asked to brainstorm ideas for new products Questionnaire Design Openended Respondent answers in their own words Closeended Respondent answers from a limited selection Yes or No or Multiple choice Scaledresponse Measures intensity of respondent s answer Preparing and Presenting the Report Concise statement of the research objectives 0 Explanation of research design Summary of major findings Conclusion with recommendations Following Up 0 Were the recommendations followed 0 Was sufficient decisionmaking information included in the report What could have been done to make the report more useful to management


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