Giáo trình: Marketing Management_ Chapter 03

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Tài liệu giáo trình môn Marketing management_ Chapter " Marketing Research ", dành cho sinh viên bậc đại học, cao học đang theo học các ngành kinh tế, marketing...

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Nội dung Text: Giáo trình: Marketing Management_ Chapter 03

Marketing Research Chapter 3 3-1
Key Learning Points The scope of marketing research activities Where to find secondary sources of information Primary sources of marketing research information Developing estimates of market potential Developing sales forecasts The impact of the Internet on marketing research 3-2
Marketing Research Three Major Functions of Research – Scanning for opportunities and threats. • Markets, competitors, technology, and regulatory, economic, political, social, and cultural environments – Risk assessment of future programs. • Current customers, competitors’ customers, nonusers – Monitoring of current programs. • Performance evaluation of all segments 3-3
Figure 3-1: Overview of the Marketing Research Process 3-4
Product & Service Decisions “Secondary information sources are those that already exist and were not developed for the particular problem at hand.” “Primary information sources are those that are generated for the particular problem being studied.” - Russell S. Winer 3-5
Product & Service The Research Process Decisions Key Decisions Sources Data Secondary Surveys Panels – Internal – Personal – Continuous – External – Phone reporting Primary – Mail – Special – Internet purpose – Informal – Scanner – Qualitative Models and Simulations Experiments Observations 3-6
The Research Process Internal Secondary Data Sources – Internal sources of information exist within the organization. • Past marketing plans • Sales call reports • Transaction information • Reverse engineering or benchmarking reports • Web site visitation information 3-7
The Research Process Internal Secondary Data Sources – Intranets share information in multinational organizations – Key problem with internal information is obtaining information in a usable format – Territorialism can be a problem when other departments are unwilling to share information 3-8
The Research Process External Secondary Data Sources – Trade associations – General business publications (e.g. Wall Street Journal) – Trade publications (e.g. Adweek) – Academic publications (e.g. Journal of Advertising) – Corporate reports – Government publications and census 3-9
Discussion Question Visiting Yahoo! and searching on the topic of your choice will yield thousands of “hits.” Not all information posted to the web is equally reliable. What factors would you consider in evaluating the quality of Click the graphic above to link to Yahoo! the secondary data? 3 - 10
The Research Process Primary Data Sources – Informal • Not representative samples. • Useful in helping to form hypotheses to be tested via more formal research. • Information should be obtained from both channel members (wholesalers, distributors, retailers) and users. • Mystery shoppers 3 - 11
The Research Process Primary Data Sources: Types of Qualitative Research – Phenomenological • Seeks to understand how consumers use products in everyday life – Exploratory • Used to generate hypotheses for further testing – Clinical • Explores the motivation and reasoning behind consumer purchasing behavior 3 - 12
The Research Process Qualitative Research: Focus Groups – May be used for exploratory, clinical, or phenomenological purposes – Small groups (typically no more than 12 people) – Moderators guide the discussion and report results 3 - 13
The Research Process Qualitative Research: Focus Groups – Results are not generalizable – Most misused research technique – Videoconference, telephone, and web-based focus groups are increasing 3 - 14
The Research Process Primary Research: Observations and Ethnographic Research – Observation research • One-way mirrors • In-home product audits • Pupil dilation and physiological measures – Ethnographic research • Researchers are often trained in anthropological training – Virtual shopping 3 - 15
The Research Process Primary Research: Surveys – Questionnaires are administered as a form of quantitative research • Descriptive surveys are undertaken to collect facts (e.g. describe demographic or lifestyle characteristics of segment) • Scientific surveys test hypotheses – Key issues in survey design • Sampling considerations • Type of survey to be used 3 - 16
The Research Process Sampling considerations – Population or “universe” from which the sample is drawn • Biased samples are not representative; results can not be generalized – Sampling method • Random (probability) samples are preferred as each member of the population has a known, nonzero chance of being selected – Nonresponse bias can also damage the validity of the results 3 - 17
The Research Process High cost Survey Types High degree of control over data collection Personal High response rate Interview High potential for interviewer bias Phone Long time to obtain data Mail High flexibility in terms Internet of survey format and question types Low nonresponse bias 3 - 18
The Research Process Medium cost Key Strategies Medium degree of control over data Personal collection process Interview Medium response rate Medium potential for Phone interviewer bias Mail Short time to obtain data Internet Medium flexibility Low nonresponse bias 3 - 19
The Research Process Low cost Key Strategies Low degree of control over data collection Personal process Interview Low response rate Low potential for Phone interviewer bias Mail Long time to obtain data Internet Low flexibility High nonresponse bias 3 - 20