Topic 4 - research
Learning objectives
Terms
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- mail survey advantages
- Lower cost than personal interviews or telephone surveys; questionnaire must be short and easy for respondent to complete; interviewer bypassed & bias eliminated
- valid research method
- measures what it is supposed to measure, not something else
- internal data
- can be used to test hypotheses and to pinpoint problems
- Basic research
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- telephone survey advantages
- Less expensive, flexible question content, some interviewer bias.
- survey
- data collected from large numbers of people by direct contact
- Marketing Research
- the systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities.
- observation
- overt behavior, systematically examined and annotated, taking note of physical conditions and events
- Research
- a process for gathering information not currently available to decision makers
- external data
- data that is collected from sources external to the company
- experiment
- an independent variable is manipulated while the effects of the manipulation on a dependent variable are measured. [y = f(x)]
- Causal research
- a particular variable X causes a variable Y
- The value of marketing research
- measured by improvements in a marketer's ability to make decisions. information should be judged worthwhile if it results in marketing activities that better satisfy a firm's target customers, lead to increased sales and profits, or help the firm achieve some other goal.
- Descriptive research
- need to understand the characteristics of certain phenomena to solve a particular problem
- Secondary data
- data are compiled inside and outside the organization for some purpose other than the current investigation
- focus group advantages
- Observe group interaction when members are exposed to an idea or concept; Allow customer attitudes to be explored in a flexible and creative manner
- personal interview advantages
- Most expensive method; most flexible method; interviewer bias can be a problem
- Five steps of the Research Process
- 1. Locating and defining issues or problems; 2. Designing the research project; 3. Collecting data; 4. Interpreting research findings; 5. Reporting research findings
- Exploratory research
- used when marketers need more information about a problem or want to make a tentative hypothesis more specific.
- Applied research
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- reliable research technique
- produces almost identical results in repeated trials
- Predictive research
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- Primary data
- data that are observed, recorded, or collected directly from respondents.