Market Research Firms. Syndicated Service Research Firms Custom Marketing Research Firms Specialty Line Marketing Research Firms

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1 MARKETING RESEARCH

2 Marketing research Is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company

3 Market Research Firms Syndicated Service Research Firms Custom Marketing Research Firms Specialty Line Marketing Research Firms

4 Market Research Process Define the problem Develop research plan Collect information Analyze information Present findings Make The decision

5 Step 1: Define the Problem Define the problem Specify decision alternatives State research objectives

6 Step 2: Develop the Research Plan Data Sources Research Approaches Sampling Plans Research Instruments Contact Methods

7 Research Approaches Observational Research Ethnographic Research Focus Group Research Behavioral Research Survey Research Experimental Research Research Approaches

8 Research Instruments Questionnaires Qualitative Measures Technological Devices Research Instruments

9 Questionnaire Do s & Don ts Ensure questions are free of bias Avoid negatives Make questions simple Avoid hypothetical Make questions specific Avoid words that could be misheard Avoid jargon Use response bands Avoid sophisticated words Use mutually exclusive categories Avoid ambiguous words Allow for other in fixed response questions

10 A Questionable Questionnaire What is your income to the nearest hundred dollars? Are you strong or weak supporter of overnight summer camping for your children? How many camps mailed or ed information to you last year? This year? What are the salient and determinant attributes in your evaluation of a summer cams?

11 Question Types- Dichotomous In arranging this trip, did you personally phone Air India? Yes No

12 Question Types- Multiple Choice With whom are you traveling on this trip? No one Spouse Spouse and children Children only Business associates/friends/relatives An organized tour group

13 Question Types- Likert Scale Indicate your level of agreement with the following statement: Small airlines generally give better service than large ones. Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree

14 Question Types Semantic Differential Air India Large....Small Experienced Inexperienced Modern Old-fashioned

15 Question Types Importance Scale Airline food service is to me. Extremely important Very important Somewhat important Not very important Not at all important

16 Question Types Rating Scale American Airlines food service is. Excellent Very good Good Fair Poor

17 Question Types- Intention to Buy Scale How likely are you to purchase tickets on American Airlines if in-flight Internet access were available? Definitely buy Probably buy Not sure Probably not buy Definitely not buy

18 Question Types Completely Unstructured What is your opinion of Air India?

19 Question Types Word Association What is the first word that comes to your mind when you hear the following? Airline American Travel

20 Question Types Sentence Completion When I choose an airline, the most important consideration in my decision is:

21 Question Types Story Completion I flew American a few days ago. I noticed that the exterior and interior of the plane had very bright colors. This aroused in me the following thoughts and feelings. Now complete the story..

22 Question Types Picture (Empty Balloons)

23 Question Types Thematic Apperception Test (TAT)

24 Sampling Plan A segment of the population selected for marketing research to represent population as a whole. Sampling Unit Sampling Size Sampling Procedures Probability Sample Simple Random Sample Stratified Random Sample Cluster Sample Non Probability Convenience Sampling Judgment Sampling Quota Sampling Sampling Plans

25 Contact Methods Mail Questionnaire Telephone Interview Personal Interview Online Interview Contact Methods

26 Step 3 : Gathering Data Secondary Data: Information already exists somewhere, having been collected for another purpose. Primary Data: Information collected for the specific purpose at hand.

27 Marketing Research Step 4 : Analyze the Information Step 5 : Present the Findings Step 6 : Make the Decision