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Primary vs. secondary data Advantages and disadvantages of each Marketing research tools. Marketing Research. An “investment” to reduce uncertainty Can help guide decisions on Whether to enter Product characteristics Promotional strategy Positioning.

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Presentation Transcript
marketing research
Primary vs. secondary data

Advantages and disadvantages of each

Marketing research tools

Marketing Research
marketing research2
An “investment” to reduce uncertainty

Can help guide decisions on

Whether to enter

Product characteristics

Promotional strategy

Positioning

Must weigh costs and benefits of research

Money

Time spent

No perfect method—tradeoffs between methods

Marketing Research
two research methods
Two Research Methods
  • Secondary: use of existing research already done
    • Government
    • Consulting firms
    • Newspaper and magazine articles
  • Primary: creation of specific studies to answer specific questions
some sources of secondary data
U.S. Governent

http://StatUSA.gov

Government Department web sites

Government periodicals in libraries

E.g., Statistical Abstracts

Books, periodicals, newspapers

Trade organizations

Consultants

E.g., Information Resources International (IRI), Nielsen

Be weary of web sites

Company sites are glorified advertisements!

Anyone can publish a web site.

Some Sources of Secondary Data
primary research methods
Primary Research Methods
  • Surveys
  • Experimentation
  • Observation
  • Focus groups
  • In-depth interviews
  • Projective techniques
  • Physiological Measures
surveys
Planned questions

Open-ended

Closed-ended

Need large sample sizes for precise conclusions

Forms

Mail

Telephone

Mall Intercept

Computer/Internet

Problem questions

Leading

Ambiguous

Unanswerable

Two questions in one

Non-exhaustive question

Non-mutually exclusive answers

Surveys
the pentagon declares war on rush limbaugh misleading research
The Pentagon Declares War on Rush Limbaugh: Misleading Research
  • Survey found that only 4.8% of listeners to the Armed Forces Radio Network wanted to listen to “the biggest hawk there is.”
  • How could a survey be made to get these results?
  • Being on the watch for misleading surveys.
experimentation
Experimentation
  • Subjects in different groups treated differently
    • E.g., for some, “target” product is given better shelf space
    • E.g., some get coupon
  • Can help isolate causes
  • Subject is biased by questions—does not know how others are treated
my simulated store
My Simulated Store…

A shopper in the everyday low price condition…

observation
Observation
  • Looking at consumes in the field—e.g.,
    • Searching for product category area
    • Number of products inspected and time spent on each
    • Involvement of others
    • Behavior under limiting circumstances (e.g., time constraints)
focus groups
Focus Groups
  • Groups of 8-12 consumers assembled
  • Start out talking generally about context of product
  • Gradually focus in on actual product
in depth interviews
In-depth interviews
  • Structured vs. unstructured interviews
  • Generalizing to other consumers
  • Biases
projective techniques
Projective Techniques
  • Measurement of attitudes consumers are unwilling to express
  • Consumer discusses what other consumer might think, feel, or do
scanner data
Scanner Data
  • “Household Panel” members agree to present card at purchase to link demographics and media exposure
  • Possible to correlate conditions with purchases made:
    • Demographics
    • Exposure to advertising; number of exposures
    • Sales promotion, premium, special display, special conditions for competing brand
    • Past purchasing behavior
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