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Marketing Research. [email protected]. [email protected].

Marketing Research. Is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company. It could be: Primary or secondary.

Primary research: Original research performed by individual researchers or organization to met specific objectives Examples of primary research: Personal interview Focus groups t elephone interviews Mailing questionnaires.

Secondary Research: Locating secondary data which was generated for some purpose other than the present research objectives. Sources of Secondary data: Internal sources Government publications Periodicals and books Commercial data.

Examples of secondary research : Prescriptions, Sales activity, promotion audits Trade journals, annual reports, etc Internal sources (e.g. Sales representative call reports, budget updates )..

Types of Marketing Research: Desk Research Qualitative Research Quantitative Research.

Marketing Research. Desk Research This type of research is available to everybody, and gives an idea about what is happening and not why is it happening? Does not address the exact problem ..

Marketing Research. Helps give us new ideas Subjective in nature It could be a helpful step towards designing a quantitative research Focus Group: Talk freely Depth Interview: Face to face interview Projective Techniques Metaphor Analysis.

Hints for a Good Focus Group. Assemble 6-10 people who you think would buy your product. Gather in an informal, relaxed setting. Use someone who is an excellent interviewer /moderator with good listening skills. I initiate open-ended questions. Listen as participants share ideas, respond to one another and stimulate one another’s thinking. Gently guide the discussion for no more than one hour. Take notes during the session and also audio tape it for accuracy..

Quantitative Research. Gives us numerical data and helps us choose between alternatives about something that we are familiar with. Objective and descriptive in nature..

Quantitative Research. Data Collection: Observational Experimentation Surveys: Personal interview Phone Direct mail E-mail.

Observation Methods. Direct contact with subject is avoided to reduce possible awareness of observation process. Physical conditions, subject actions, and demographics are noted. Observation may be combined with same subject interviews. Data gathered may influenced by observer bias..

Experimentation. Experiment A research method that attempts to maintain (control) certain variables while measuring the effects of experimental (uncontrolled) variables Independent variable: acts on the dependent variable Dependent variable: is affected by variations in the independent variable.

Creating a Print Survey. Keep questions short, simple and to the point. Make it very easy for the respondent to complete. Have someone who is not familiar with the survey give you a critique. Surveys should take no longer than 5-10 minutes to complete. Be careful not to bias the answers with your question construction. Say. ‘’ Thank you.’’.

Offer respondents some reward for completing the survey ( money, discounts, prizes, etc.)..

Quantitative Research. Data Collection Instruments: Questionnaires Attitude Scales Likert Scale Satisfaction Measures Importance Scales Semantic Differential Scale Behavior Intention Scales Rank Order Scale.

Attitude Scales. Likert Scale. Strongly Disagree Somewhat Disagree Neither Agree nor Disagree Somewhat Agree Strongly Agree.

Attitude Scales. Satisfaction Measures:. Very Dissatisfied Somewhat Dissatisfied Neither Satisfied nor Dissatisfied Somewhat Satisfied Very Satisfied.

Attitude Scales. Importance Scales:. Not al All Important Somewhat Unimportant Neither Important nor Unimportant Somewhat Important Extremely Important.

Attitude Scales. Behavior Intention Scales:. Definitely Will Not (Prescribe) Probably Will Not (Prescribe) Might or Might Not (Prescribe) Probably Will (Prescribe) Definitely Will (Prescribe).

Attitude Scales. Rank Order Scale: Rank the following options by placing number from 1 (Most Favorable) To 5 (Least Favorable). --Option X --Option Y --Option Z --Option M --Option N.