Chapter 29 conducting marketing research Section 29 1

Chapter 29 conducting marketing research Section 29. 1 Marketing Research Section 29. 2 The Marketing Survey

Section 29. 1 Marketing Research Explain the steps in designing and conducting marketing research. Compare primary and secondary data. Collect and interpret marketing information. Identify the elements in a marketing research report.

Section 29. 1 Marketing Research problem definition observation method primary data point-of-sale research secondary data experimental method survey method data analysis sample

Section 29. 1 Marketing Research The Marketing Research Process 1 Defining the Problem 2 3 4 5 Obtaining Data Analyzing the Data Recommending Solutions to the Problem Applying the Results

Section 29. 1 Marketing Research The Marketing Research Process 1 Defining the Problem definition problem definition Occurs when a business clearly identifies a problem and what is needed to solve it.

Section 29. 1 Marketing Research The Marketing Research Process 2 Obtaining Data Primary data Secondary data primary data Data obtained for the first time and used specifically for the particular problem or issue under study. secondary data Data already collected for some purpose other than the current study.

Section 29. 1 Marketing Research The Marketing Research Process Data Sources

Section 29. 1 Marketing Research The Marketing Research Process 2 Obtaining Data Primary data Secondary data The survey method uses a sample of the population. The larger the sample, the more accurate are the results. survey method A research technique in which information is gathered from people through the use of surveys and questionnaires. sample Part of a target population that represents the entire population.

Section 29. 1 Marketing Research The Marketing Research Process 2 Obtaining Data The observation method uses point-of-sale research. Primary data Secondary data observation method A research technique in which the actions of people are watched and recorded, either by cameras or by observers. point-of-sale research Powerful form of research that combines natural observation with personal interviews to explain buying behavior.

Section 29. 1 Marketing Research The Marketing Research Process 2 Obtaining Data The experimental method is used less often than other methods. Primary data Secondary data experimental method A research technique in which a researcher observes the results of changing one or more marketing variables while keeping all the other variables constant under controlled conditions.

Section 29. 1 Marketing Research The Marketing Research Process Advantages and Disadvantages of Secondary Data

Section 29. 1 Marketing Research The Marketing Research Process Sources of Primary Data

Section 29. 1 Marketing Research The Marketing Research Process 3 Analyzing the Data analysis Data mining data analysis The process of compiling, analyzing, and interpreting the results of primary and secondary data collection.

Section 29. 1 Marketing Research The Marketing Research Process 4 Recommending Solutions to the Problem Conclusions are presented in a report. Recommendations must be clear and well supported by research.

Section 29. 1 Marketing Research The Marketing Research Process 5 Applying the Results Additional research may be required. Changes should be monitored carefully. Success will be reflected in higher profits.

Section 29. 1 Marketing Research The Marketing Research Process Steps of the Marketing Research Process and Details of Each

Section 29. 2 The Marketing Survey Design a marketing research survey. Administer a marketing research survey.

Section 29. 2 The Marketing Survey validity reliability forced-choice question open-ended question

Section 29. 2 The Marketing Survey Outline this Section by Listing Headings, Subheadings, and Key Concepts

Section 29. 2 The Marketing Survey Constructing the Questionnaire Two Essential Elements of a Questionnaire Validity validity When the questions in a questionnaire measure what was intended to be measured; the quality of being logically valid or effective. Reliability reliability When a research technique produces nearly identical results in repeated trials; the trait of being dependable.

Section 29. 2 The Marketing Survey Constructing the Questionnaire Types of Questions Forced-Choice Questions forced-choice question A question that asks respondents to choose an answer from possibilities given on a questionnaire. Open-Ended Questions open-ended question A question that requires more than a “yes” or “no” answer and requires respondents to construct their own response.

Section 29. 2 The Marketing Survey Constructing the Questionnaire Provide Other Type Questions Discussed in the Text Open-Ended Questions Forced-Choice Questions Open-Ended Questions Multiple-Choice Questions Rating-Scale Questions

Section 29. 2 The Marketing Survey Constructing the Questionnaire Provide Details About Formatting Questionnaires

Section 29. 2 The Marketing Survey Administering the Questionnaires Provide Details for Administering Each of the Three Types of Surveys Discussed in the Text

Assess for Understanding 2. The five steps for designing and conducting marketing research are: (1) defining the problem; (2) obtaining data; (3) analyzing data; (4) recommending solutions; and (5) applying the results. 3. Primary data are obtained to address the problem under study. Secondary data are collected for some other purpose and are also readily available at little or no cost, should be used before primary data. 4. Marketers compile, analyze, and interpret marketing information to better understand the market and to increase sales and profitability. 5. The elements in a marketing research report include: title page; acknowledgments; table of contents; list of tables, figures, charts, and graphs; introduction; review of the research; procedures used; findings; recommendations; summary and conclusions; appendixes; and bibliography. 6. Important design features for constructing a marketing research survey include: excellent visual appearance and ample white space; use of dark ink; easy-to-read typefaces; surveys that are designed to be short; all sections are identified; all questions are numbered; questions are short; use of common language; and use of symbols for answers. 7. Procedures to administer a survey include the following for mailed questionnaires: use cover letter, explain the purpose, indicate deadline, and use a postage-paid return envelope. For Internet surveys: limit the screens, use graphics, allow respondents to stop and complete survey later. For in-person surveys: state purpose, select people in an unbiased way. All methods can use incentives and deadlines to encourage rapid and completed surveys. 8. Open-ended questions require respondents to construct their own answers, while forced-choice questions ask respondents to choose answers from possibilities provided on a questionnaire. 9. Answer should demonstrate an understanding of the concept of bias; bias could be introduced by asking leading questions, or asking questions that require respondents to guess the answer.