Chapter 1

marketing research-the systematic and objective identification, collection, analysis,dissemination and use of
information for the purpose of assisting management in decision making related to the identification and solution of
problems in marketing.

classification of marketing research-problem identification and problem solving

Problem Identification Research- Research undertaken to help identify problems which are not necessarily
apparent on the surface and yet exist or are likely to arise in the future.
Examples: market potential, market share, image, market characteristics, sales analysis, forecasting, and trends
research

Problem Solving Research-Research undertaken to help solve specific marketing problems.

Examples: segmentation, product, pricing, promotion, and distribution research

Types of problem solving research

 Segmentation
 Product
 Pricing
 promotion
 distribution

marketing research process

step 1: Problem Definition
Step 2: Development of an Approach to the Problem
Step 3: Research Design Formulation
Step 4: Fieldwork or Data Collection
Step 5: Data Preparation and Analysis
Step 6: Report Preparation and Presentation

marketing information system-a formalized set of procedures for generating, analyzing, storing and distributing
pertinent info to marketing decision makers on a ongoing basis

decision support system- info systems that enable decision makers to interact directly with both databases and
analysis models.

important compenents:
 hardware,
 comm networks
 database...
main difference between MIS and DSS
MIS - structured probs, use reports,rigid structure
DSS - unstructured probs, use models, userfriendly

Chapter II
problem definition-broad statement of the general problem and identification of the specific compenents of the
marketing research problem

process of defining the problem and developing an approach

1. look at tasks involved
2. environmental context of prob
3. prob definition
4. approach to the prob
5. research design

Tasks Involved in Problem Definition

-Discussions with Decision Makers
-Interviews with Industry Experts
-Secondary Data Analysis
-Qualitative Research (pilot surveys and case studies)
The Problem Audit- is a comprehensive examination of a marketing problem with the purpose of understanding its
origin and nature.

The Seven Cs of Interaction

The interaction between the DM and the researcher should be characterized by the seven Cs:
1.Communication
2.Cooperation
3.Confidence
4.Candor
5.Closeness
6.Continuity
7.Creativity

problem definition-contains broad statement (provides perspective) and specific components (focus on key aspects of
prob & guidelines how to proceed further)

components of approach to the problem

 use theoritical
 analytical
 research questions
 hypothoses
 specification of the information needed

Chapter III
Research Design- A research design is a framework or blueprint for conducting the marketing research project. It
details the procedures necessary for obtaining the information needed to structure or solve marketing research
problems.

Components of a Research Design

1.Define the information needed
2.Design the exploratory, descriptive, and/or causal phases of the research
3.Specify the measurement and scaling procedures
4.Construct and pretest a questionnaire (interviewing form) or an appropriate form for data collection
5.Specify the sampling process and sample size
6.Develop a plan of data analysis

types of research design

 exploratory
 conclusive
types of conclusive research designs
 descriptive
 causual research
types of descriptive reseach
 cross-sectional design
 longitudinal design
types of cross sectional design
 single
 multiple

objectives of exploratory research- Discovery of ideas and insights

objectives of descriptive research- Describe market characteristics or functions
objectives of causal research- Determine cause and effect relationships

methods of exploratory research

-Expert surveys
-Pilot surveys
-Secondary data
-Qualitative research

methods of descriptive reseach

 -Secondary data
-Surveys
-Panels
-Observation and other data

methods of causal reseach- Experiments

Non-sampling error- attributed to sources other than sampling, and they may be random or nonrandom: including
errors in problem definition, approach, scales, questionnaire design, interviewing methods, and data preparation and
analysis

Types of error
 random sampling error -the variation between the true mean value for the population and the true mean
value for the original sample
 non sampling error- when some of the respondents included in the sample do not respond
 response errors- when respondents give inaccurate answers or their answers are misreported or
misanalysed

multiple cross-sectional designs- two or more samples of respondents, and information from each sample is
obtained only once. Often, information from different samples is obtained at different times

Cohort analysis- consists of a series of surveys conducted at appropriate time intervals, where the cohort serves as
the basic unit of analysis. A cohort is a group of respondents who experience the same event within the same time
interval

CHAPTER IV
Primary data-originated by a researcher for the specific purpose of addressing the problem at hand.’

Secondary data-data which have already been collected for purposes other than the problem at hand. These data
can be located quickly and inexpensively

Uses of Secondary Data

1.Identify the problem
2.Better define the problem
3.Develop an approach to the problem
4.Formulate an appropriate research design (for example, by identifying the key variables)
5.Answer certain research questions and test some hypotheses
6.Interpret primary data more insightfully

Criteria for Evaluating Secondary Data

1.Specifications: Methodology Used to Collect the Data
2.Error: Accuracy of the Data
3.Currency: When the Data Were Collected
4.Objective(s): The Purpose for Which the Data Were Collected
5.Nature: The Content of the Data
6.Dependability: Overall, How Dependable Are the Data

Classification of Secondary Data

-Internal ( Rady to use vs requires further processing)
-External (Published materials, computerized databases and syndicated services)

Classification of Published Secondary Sources

-Business (directories, guides, indexes and stats data)
-Government (census data & other)

Classification of Computerized Databases

Bibliographic, numeric
full-text
directory
special purposes
CHAPTER V
Syndicated Services- Companies that collect and sell common pools of data of known commercial value designed to
serve a number of clients

- Classification of Syndicated Services-based on the unit of measurement

(households/consumers or institutions)
Household/consumer data may be obtained from surveys
- diary panels
- electronic scanner services.

Periodic Surveys-surveys that collect data on the same set of variables at regular intervals, each time sampling from
a new group of respondents

Panel Surveys-surveys that measure the same group of respondents over time, but not necessarily on the same
variables

Psychographics-Quantified psychological profiles of individuals

Lifestyle-A distinctive pattern of living that is described as the activities that they engage in, the interests that they
have, and the opinions they hold of themselves and the world around them (AIOs)

Clasification of Purchase and Media Panels- Purchase, Media

Institutional data -may be obtained from retailers, wholesalers, or industrial firms

Single-source data- provide integrated information on household variables, including media consumption and
purchases, and marketing variables, such as product sales, price, advertising, promotion, and in-store
marketing effort

Purchase panels-A data-gathering technique in which respondents record their purchases in a diary

Media panels-A data-gathering technique that involves samples of respondents whose television viewing behavior is
automatically recorded by electronic devices, supplementing the purchase information recorded in a diary

Scanner data-data obtained by passing merchandise over a laser scanner that reads the UPC code from the
packages

Volume tracking data-scanner data that provide information on purchases by brand, size, price, and flavor or
formulation

Scanner panels-scanner data collected from panel members who are issued an ID card that enables their purchases
to be linked to their identities

Scanner panels with cable TV-the combination of a scanner panel with manipulation of the advertising that is being
broadcast by cable TV companies
Audit- A data collection process derived from physical records or inventory analysis. Data are collected personally
by the researcher or by representatives of the researcher, and the data are based upon counts, usually of physical
objects.

Industrial Firms/Organizations- secondary data derived from industrial firms and organizational sources and intended
for industrial or institutional use

CHAPTER VI

Classification of Survey Methods

-Telephone (traditional, computer assisted telephone interviewing)
-personal (mall intercept, home, computer assisted)
-mail (interview, panel)
-electronic (email, internet)

Criteria for Evaluating Survey Methods

 Flexibility of Data Collection
  Diversity of Questions
 Use of Physical Stimuli
 sample control
 control of data collection environment
 control of field force and data quantity
 response rate
 perceived anonymity and social desirability
 interviewer bias
 costs and speed

structured observation-the researcher specifies in detail what is to be observed and how the measurements are to be
recorded

unstructured observation-the observer monitors all aspects of the phenomenon that seem relevant to the problem at
hand

disguised observation-the respondents are unaware that they are being observed

undisguised observation-the respondents are aware that they are under observation

Natural observation-observing behavior as it takes places in the environment

contrived observation-respondents' behavior is observed in an artificial environment, such as a test kitchen

types of observation methods

 personal
 mechanical
 audit
 content analysis
 trace analysis

advantages of observation
-permit measurment of ACTUAL behaviour &not expected
-no reporting/interviwer biases
-cheaper &faster than survery methods if observe occurs frequently
disadvantages of observation
-time consuming
-real underlying reasons for observe behave
-selective perception
-may be unethical
Chapter VII
validity in experimentation-internal and external validity
validity- extent to which differences in observed scores reflect true differences among objects on
characteristics being measured
Extraneous variables
1.History- refers to specific events that are external to the experiment but occur at the same time as the
experiment.
2.Maturation (MA)- refers to changes in the test units themselves that occur with the passage of time.
3.Testing effects -the impact that measurement has on 2nd measurement
4.instrumentation -refers to changes in the measuring instrument, in the observers or in the scores
themselves
5. statistical regression - respondents giving extreme responses bcoz of rereading the questions
6.selection biases - improper assignment of test units
7. mortality - respondent can no longer participate in the study

Classification of Experimental Designs

 pre-experimental
 true experimental
 quasi
 statistical
pre-experimental
 -One shot case study (XO1-single grp of test unit exposed to treatment X and single measurement
on dependent variable taken)
-One group pretest-posttest (O1XO2) - testing effect (O2-O1)
-static group (EG: XO1 CG:O1 -experi grp exposed to X. control grp is not) - testign effect (O1-O2)

true experimental
- the pretest-posttest control grp (EG:RO1XO2, CG:RO3O4 -test units are randomly assignmed
to EG & CG) testing effect (O2-O1)-(O4-O3)
the posttest-only control grp (EG:RXO1, CG:RO2) -testing effect: (O1-O2)
quasi
- time series (O1O2O3O4XO5O6O7O8)
multiple time series designs (EG:O1O2OXO3O4, CG: O5O6O7O8)
-
Reliability definition-the usage of scale over the many tests produces the same results

types of reliability
o -test retest (similar cronbach alpha)
-alternative forms (divide items of questions into grps & see similarity, must be greater
than 0.8)
-internal consistency (summated -cant asses 1 question)

CHAPTER VII
Survey
A structured questionnaire given to a sample of a population and designed to elicit specific information from
respondents

Types of survey methods

1. Telephone
2. Personal
3. Mail

Social desirability=The tendency of the respondents to give answers that might not be accurate but that might
be desirable from a social standpoint
Interviewer bias-The error due to the interviewer not following the correct interviewing procedures

Fax survey-A survey for which the questionnaire is transmitted by a fax machine to respondents. The respondents
can then return the completed questionnaire by faxing it to a designated (toll-free) number or, sometimes, by mail

Mail panel-A large and nationally representative sample of households that have agreed to periodically participate
in mail questionnaires, product tests, and survey research.

Nonresponse bias-Bias that arises when actual respondents differ from those who refuse to participate in ways that
affect the survey results

Methods of improving response rates

1) Prior notification
2) Incentives
3) Follow up
4) Other facilitators

Prepaid incentive
Coupons, money, or some other incentive to participate that is included with the survey or questionnaire

Promised incentive
Coupons, money, or some other incentive to participate that is sent only to those respondents who complete the
survey

Observation
The recording of behavioral patterns of people, objects, and events in a systematic manner to obtain information
about the phenomena of interest
Personal observation
An observational research strategy in which human observers record the phenomenon being observed as it occurs

Humanistic inquiry
A special form of personal observation in which the researcher is immersed in the system under study

Mechanical observation
An observational research strategy in which mechanical devices, rather than human observers, record the
phenomenon being observed

Ethnographic research
The study of human behavior in its natural context that involves observation of behavior and setting along with
depth interviews

Structured data collection

Questionnaire with fixed response choices

Sample control
The ability of the survey mode to effectively and efficiently reach the units specified in the sample. This can be
improved by following proper sampling and callback procedures

Response rate
The percentage of the total attempted interviews that are completed