Textbook Notes 3 PDF

Week 2 Chapt 2 Marketing problem: specifies What research info is needed to solve the management prob and how that info can be obtained Marketing objective : goal statement research...

Week 2 Chapt 2 Marketing problem: specifies What research info is needed to solve the management prob and how that info can be obtained Marketing objective : goal statement research fining the specific info needed to solve the marketing research prob Management decision problem specifies the type of managerial action req to solve the problem Research Design Plan for addressing research objectives/hypotheses Trade-offs are typically involved ex: research cost and quality of dec-making info time constraint and type of research conducted First task : decide whether research will be or casual descuptive Descriptive Studies Answer who , what , when where , how , Canfell that two variables Lex : adv and sales) seem to be us somehow associated but not enough , - sheds light on associations/relationships helping , the researcher select variables causal for a study Ex : lifestyle charac of typical , light aug demographic and and heavy patronizers of Tims Causal Studies Researcher investigates whether the value of one variable causes/def the value of another variable in an attempt to establish a linkage befw them. Measure causality Dependent var : symbol/ concept expected to be explained/influenced by inde y Independent var : symb/concept that can - be changed/manipulated BP (indep var) and observes change in sales (dep ex : changes pizza sauce Temporal sequence : An appropriate causal order of events - > must be met for causality - Concomitant variation : the degree to which a presumed cause (ex new sauce) : and presumed effect (sales) or a fog or ary fag sales up : ex : new sauce, hyp supported newsarce, sales down-hyp not supported Spurious association : Other variables a the dep as changes ine using r > - diffic to identify roll all and potential causal factors Chapter 3 Nature of Secondary Data Secondary data : data that's been Per gathered Primary data : data collected for the first time forthe study at hand Two sources of sec data 1 the company itself. other 2 organizations or persons 1. Internal data > rep sales data, just profiles purch patterns - annual , ef , -. 2 Outside sources > b data summaries compiled by gov , b. periodicals, news -. media (art studies etc) , - Sec data is cheaper faster and , more convinient - - Adu of Secondary Data May help to unify/redefine the prob during exploratory resprocess solution May provide a to the problem May provide methods for primary data research May alert the MR top-tentialproblems /or difficulties and May info and bulcredibility for the report provide necessary background May provide the sample frame - Limitations of Secondary Data Lack of available data Lack of relevant data , and outdated data Innacuracy Insufficiency Chapter 9 Using the Internet for SecData There are many sites where MR can go to obtain sec data Newsgroup : a site where ppl can read and post messages devoted to a specific topic testablished to focus on a particular topic Blogs : companies are monicate directly w cost and oher b using it to. > monitor brands, frack frends prof customers and ident unmet needs - , > important tool in explorat res - are becoming Chapter 4 The Nature of Qualitative Research Qualitative Research Findings : en't a subject to quantification analysis ex: examine affit-feelings and motiv of heavy and light consumers Quantitative Research : Uses mathematical analysis - ex : def that a heavy wine consumer is 51-65 yrs old W$70k-g0k income Qualitative Research - Pros cheaper , smaller samples Good way to understand in-depth motivations of consumers Can introve the efficiency of quantitative research Involve open-ended questioning and probing Qualitative Research - Limitations Doesn't disting the small diff im affi/opinions of marketing mit It always representative of ↑ the pop of interest to the researcher The Importance of Focus Groups Goal: on and understand what ppl have to say and why Led by a moderator in an in-depth discussion on a topicconcept Group dynamics is essential to the success of focusgroup a - ENTERACTION Indive queries that stimulate discussions An aspect of qualitative research More frequently used in nsumer a goods companies Conducting Focus Groups setting Held in a group facility fas > - confroom/living audiovisual room w a one-way mirror and live feed. Participants Researchers establish - a criteria Growingtrend of influentials - >ppl involved in settingtrends for products , serv, lifestyles > use word - of mouth to convince others these are frends they should follow MBalsoowhere the target market is to find qualified respondents Strive to avoid repeat or "professional"respondents Why doppl agree to participate? I. money. 2 interestingtopic. 3 convinient time 4 - fun lof abt the product 5. respondents knew a 6 curiosity..opp to express opinions 7 Key Elements of Focus Groups A Moderator Needs to have two sets of skills 1 conduct a group properly g b. skills to effectively interactw the client. 2 Listening observation oval and written skills Good , , Genuine inppl , their behav , opinions , emotions, etc Identify is wat and isn't being said Interpret body lang Remain flexible objective and #tention to detail and org skills Rapport is what will make the couro works Develop flee a and of discourse easy sense B. Discussion Guide A written outline of topics to be covered -- Based Research on elient info needs obj and Leads the disc through three stages: I : > Rapport - is estab > rules of group interac are explained - > obj given - are 2. > moderat attempts to provoke intensive discussion - 3. > summarizing sig - conc > - testing the limits of belief and commitment Focus Group Leught ~ 90 min W fewer questions and more time, respond can elaborate- on answers and moderators can probe more effectively -. Focus Group Report Instant analysis : moderator debriefing offering a , a forum for brainsforming by the moderator and client observers. > - client can near and react to moderators' initial perceptions con : diasing futuref possibility o analysis Adv of Focus Groups > - interactions befor respond can timulate new ideas -o serve customers from behind a one-way mirror Disadv of Focus Groups Mo be > may cause formeabetut typical misedinsteadof - > - focus group process > - moderator, respondents, etc Weeke Chapt Other Qualitative Methods Individual Depth Interviews One-on-one interviews that probe and elicite-tailed answers to questions Often directive techniques to use uncover hidden motivations Direction of the interview is-aided by the responses of the interviewee Adv of IDI : Group pressure is eliminated Respondent has the feeling of being the focus of attention Resp has heightened state of awareness More time w each respencourages revelation of new info Resp can be probed at leught to reveal feelings/motiv that underlie stated More flexibilitw the direction of questioning Interviewer can become more sensitive to non-verbal feedback Interview can be conducted anywhere not just tofacility , Disadvantages of IDI More expensive thanFo Don't generate the same degree of client involvement aso Don't cover as much ground in one day as do to Can't leverage the dynamics of a group to Obtain reactions Success of FDI depends on : I. skills of the interviewer 2. proper interpretation Projective Tests Goal : delve below surface responses to e feelings and motiv obtain Penetrates P-defence mechanisms Resp imtheir own frame closes of reference when answering & PPI don't always tell us everything bo! 1 they've uncounsious/unaware of if -. 2 foo personal/socially undesirable - 3. don't want admit if , doesn't seem logical Methods : -. Word association test- interviewer reads a word to resp and asks them the first thing that comes to mind tomation 2. Analogies : comparison of two items based on similarities > - Ford example. 3 Personification drawing: a comparison befo product and a person to 4. Sentence and Story Completion : resp complete sentstories intheir own words 5 5 Cartoon Test: resp fills in the blank balloon 6 Consumer. brawings : resp draw what they've feeling how they perceive an object. 7 Storytelling : consumers tell stories abt their experiences. 8 Third-persontechnique : ask resp questions inthe 3rd person ex! your neighbors "mostppl" Chapter 5 The Nature of Observation Research Recording patterns of ocurrances/behavwthou normally communicating the ppl involved W Conditions! I needed info must be observable or ineferable. behaviour must be 2 repetitive freg or predictable , -. behar of 3 interest must be of short duration Adv - not subject to basing factors -some forms of data are quickly and accurately gathered more Disddr public > only behar - and physical charac can be examined > present behav may not be pectable into the future - -I can be time-consuming and cyif behav occurs infrequently Chapter 9 Online Qualitative Research Primary form-) focus groups Come in two forms : I traditional alia synchronous groups - 2 online bulletim boards aka asynchronous. - groups 1. Traditional Moderator sends of to participants and they provide their comments 2 Online BB. Q are posted for consumers each day and they have all day to answer if. Adu Online Fo of > - lower cost > faster turn around cost - > particip from ppI all over the world - > inc - oppenness ot them since mod isn't staring > easier for consumersw busy lives to participate - > client communion the moderator during the disc - can Tresp feel more comfortable sharing their thoughts - Disadv of Online Fo -> Difficult to create group dynamics - > - non-verbal inputs are harder to be observed - No client involv > - w consumers - > - value of inpot received is more questionable - > skills of mod at a comp aren't the same as face-to-face - a Online Survey Research Adu > - Did real-time reporting deployment and -) reduced costs > personalization for greater relew to resp - - -high response rates > - ability hard to reach to contact the Disadv > inf users a of the internet representative r t whole - as a > - frame sample needed internet not be in the y m >T lack - allback" procedures o fto clarify answers > - potential for questionnaire programming errors > - lack of bandwidth