11/2/2010 Exam 2
Marketing 300 with Eaton at Arizona State University - Tempe
About this deck
By: John Spock
Created: 2010-11-03
Size: 21 flashcards
Views: 356
Created: 2010-11-03
Size: 21 flashcards
Views: 356
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perceived meaning of data collected from the study of consumer behavior.
Marketing Research
the process of planing, collecting and analyzing data relevant to a marketing decision.
Descriptive-Gathering & presenting factual statements
Diagnostic-Explaining data
Predictive-Attempting to estimate the results of a planed marketing decision
Descriptive-Gathering & presenting factual statements
Diagnostic-Explaining data
Predictive-Attempting to estimate the results of a planed marketing decision
What Marketing Research asks and does?
-Where to open a new bakery?
-Make better decisions
-Why are sales declining?
-How many potential customers?
-Make better decisions
-Why are sales declining?
-How many potential customers?
Management uses of Marketing Research
-Improve the quality of decision making.
-Retain customers by better understanding there needs.
-Understand the changing market place.
Note- The average fortune 200 company spends 11.5 million annually for in-house research.
-Retain customers by better understanding there needs.
-Understand the changing market place.
Note- The average fortune 200 company spends 11.5 million annually for in-house research.
Uses of Marketing Research
-Measurement of market potentials.
-Determination of market characteristics.
-Market share analysis
-Competitive product studies
-New product acceptance
-Media research
-Advertising effectiveness
-Determination of market characteristics.
-Market share analysis
-Competitive product studies
-New product acceptance
-Media research
-Advertising effectiveness
Marketing Research Studies
-Products
-Advertising
-Prices
-Packages
-Names and Logos
-Services
-Buying habits
-Colors
-Uses
-Awareness
-Familiarity
-New Concepts
-Traffic Patterns
-Wants
-Needs
-Politics
-Advertising
-Prices
-Packages
-Names and Logos
-Services
-Buying habits
-Colors
-Uses
-Awareness
-Familiarity
-New Concepts
-Traffic Patterns
-Wants
-Needs
-Politics
The Market Research Process
1. Define the problem
2. Design the Research
3. Conduct the Research
4. Analyze the data
5. Address the problem
2. Design the Research
3. Conduct the Research
4. Analyze the data
5. Address the problem
Define the problem
What do you want to learn?
Will the results matter?
Is it cost effective?
Will the results matter?
Is it cost effective?
Design the Research
2 Types of research data come from the research question.
Primary data
-Information collect first hand specific to your purpose.
-Surveys, Interviews, Experiments, Computers.
Secondary data
-Information collected previously
-Census data, Internet sources.
Primary data
-Information collect first hand specific to your purpose.
-Surveys, Interviews, Experiments, Computers.
Secondary data
-Information collected previously
-Census data, Internet sources.
Research Design Categories
3 categories branch from the Research question.
1. Exploratory -Why do people purchase brand X? (Qualitative Data)
2. Descriptive - How often do people shop for groceries and where do they go?
3. Explanatory- What happens if we increase the price? (Quantitative Data)
1. Exploratory -Why do people purchase brand X? (Qualitative Data)
2. Descriptive - How often do people shop for groceries and where do they go?
3. Explanatory- What happens if we increase the price? (Quantitative Data)
Research Types (Qualitative)
-Observation
-Focus Groups
-Interviews
-Ethnographic
-Focus Groups
-Interviews
-Ethnographic
Research Types (Quantitative)
-Surveys
-Experimentation
-Experimentation
Ethnographic Research
The study of human behavior in its natural context involves observation of behavior and physical setting.
Research Design Categories
Branch from Research Question
Exploratory-Observation
Descriptive- Interviews, Surveys
Explanatory-Experiments(Field/Natural , Lab)
Exploratory-Observation
Descriptive- Interviews, Surveys
Explanatory-Experiments(Field/Natural , Lab)
Measurement Scales
General to Specific top to bottom
Nominal - yes/no, male/female
Ordinal- Indicate level of education: High School, Some College, Bachelors, Graduate Degree
Interval- Temperate is 80 degrees twice as hot as 40 degrees
Ratio- Measurement of distance/length
Nominal - yes/no, male/female
Ordinal- Indicate level of education: High School, Some College, Bachelors, Graduate Degree
Interval- Temperate is 80 degrees twice as hot as 40 degrees
Ratio- Measurement of distance/length
Questionnaire Development
Free tools to collect data
-Zoomerang.com
-Surveymonkey.com
-Zoomerang.com
-Surveymonkey.com
Open ended questions
-unstructured
-word association
-sentence completion
-word association
-sentence completion
Closed Ended questions
-Forced choice
-Dichotomous (yes/no ; True/False)- Two choices/outcomes
-Multiple Choice
-Dichotomous (yes/no ; True/False)- Two choices/outcomes
-Multiple Choice
Scaled Response questions
-Likert Scale
-Semantic differential scale
-Importance and rating scales
-Semantic differential scale
-Importance and rating scales
-Allows to ask many questions at once.
-Comparing and contrasting different variables.
-Comparing and contrasting different variables.
About this deck
By: John Spock
Created: 2010-11-03
Size: 21 flashcards
Views: 356
Created: 2010-11-03
Size: 21 flashcards
Views: 356
About StudyBlue
STUDYBLUE makes things that make you better at school.
Things like online flashcards with photos and audio.
Things like personalized quizzes and friendly reminders about when (and what) to study next.
Think of it as a digital backpack™: access to all of your study materials online and on your phone.
STUDYBLUE exists to make studying efficient and effective for every student, for free. Join us.
“I have been getting MUCH better grades on all my tests for school. Flash cards, notes, and quizzes are great on here. Thanks!”
Kathy
Kathy