Finding your instructor

Transcription

1 Marketing Research MKTG 3300 Robert H. Taylor 1 Finding your instructor Business Room 406 Office hours are MWF and MW, whenever you see me around, or by appointment 303/ (office) rtaylor@colorado.edu 2 Purpose of the course The purpose of the course is to teach you about research methods - the collection of information for marketing decision making. This will be done through a combination of lectures, cases, problems, and a research project where you will work in teams. 3

2 Overview of topics to be covered The course is broken into four major components research methods questionnaire design sampling methods analysis of results 4 Research for Management Decisions Marketing concept Marketing mix External environment Use of research descriptive diagnostic predictive Types of research applied basic 5 When not to do research Lack of resources Results not useful Poor timing Decision already made No agreement on what is needed Information already exists Costs outweigh benefits 6

3 Questions (Chapter 1) Marketing research has traditionally been associated with manufacturers of consumer goods. Today an increasing number of organizations, both profit and nonprofit, use marketing research. Why? Give some examples. Give examples of the descriptive role of marketing research the diagnostic role the predictive role 7 Give examples of research by a goods retailer consumer goods manufacturer industrial goods manufacturer charitable organization consumer services retailer business services seller Identify where there are similarities and differences 8 The Research Process Identify problem or opportunity Create research design Choose method of research Develop questionnaire Select sample Collect data Analyze data Prepare report Follow-up 9

4 Identify Problem Determine why information is being sought, and if question can be answered by research Use exploratory research Identify research objectives and state as hypotheses 10 Research design and method Descriptive Survey research Observation Causal Experimentation 11 Develop questionnaire Causal/predictive sequence socio-economics/demographics attitudes/opinions/life-style (AIO) expectations/plans/behavior 12

5 Sampling Probability and non-probability sample procedures 13 Implementation Collect, analyze, write a report, follow-up 14 Questions (Chap 2) Critique the following methods and suggest alternatives A supermarket was interested in determining its image. It dropped a short questionnaire in the grocery bag of each customer prior to sacking the groceries. To assess the extent of its trade area, a shopping mall stationed interviewers in the parking lot every Monday and Friday evening. Interviewers walked up to persons after they had parked their car and asked them for their zip codes 15

6 Discuss some applications of exploratory, descriptive, and causal research. What are some sources of conflict between marketing researchers and other managers? How can these be minimized? 16 Research Methods Qualitative Research Survey Research Observation 17 Qualitative Research Not subject to quantitative analysis Good for attitudes, motives, feelings Formal process for gathering informal data Generally less expensive Good for first phase of a project (hypothesis formulation) Does not distinguish small differences Does identify small problems Not representative of population 18

7 Focus Groups exploratory, clinical, experience setting up (setting, recruiting, moderator, discussion guide) advantages and disadvantages Depth Interview unstructured one-on-one 19 Projective techniques word association sentence/story completion cartoons photo sorts consumer drawings third person 20 Survey Research Questionnaires to gather facts, opinions, and attitudes Widely varying response rates among geodemographic groups Find out who, what, why, where, when, how, and how much Will look at errors methods international aspects interviewers 21

8 Errors in research sampling error systematic error» measurement processing response instrument interviewer surrogate information» sample design selection specification of population frame 22 Types of surveys door to door/executive mall intercept telephone (from home and central location, including CATI) mail Types of response interviewer self-administered (paper and pencil, or direct computer input) 23 Criteria for choice sampling precision budget stimuli/tasks quality length/quantity incidence rate structure 24

9 International aspects Europe, Asia, USSR census, participation, language, local firm Interviewer pay training 25 Observation Systematic process of recording behavior without questioning Three conditions are necessary needed information must be observable or inferable behavior must be repetitive, frequent, or predictable behavior must be of relatively short duration 26 advantage is you know what people actually do, not what they say they do less bias willingness and ability to report speed and accuracy disadvantage is it doesn t tell you about motives, attitudes, intentions, or feelings 27

10 Classification of methods natural versus contrived situations open versus disguised observation structured versus unstructured human versus machine direct versus indirect 28 human observation mystery shopper one-way mirrors shopping patterns content analysis humanistic inquiry audits 29 machine observation traffic counters physiological people reader people meter scanners behavioral versus attitude research 30