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Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications.
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- MARKETING RESEARCH
- Applied Versus Basic Research
- The Philosophy of Science
- The Scientific Method
- Segmentation and Targeting
- Product Development
- Marketing Communications and Media Selection
- Market and Competitive Analyses
- Pricing and Forecasting
- Full-Service and Boutique Market Research Firms
- Sample Aggregators
- Economics
- Global Concerns
- STATISTICS REVIEW
- DEALING WITH DATA
- SUMMARY
- GLOSSARY OF KEY TERMS
- CONTINUING CASE STUDY: LAKESIDE GRILL
- Critique Questions:
- LEARNING OBJECTIVES
- Exploratory Research
- Causal Research
- Research Purpose
- Level 2:
- Investigating problems that may cause symptoms
- Investigating opportunities
- Investigating phenomena
- Research question
- Research objective
- Research Purpose
- Research Design
- Sample Selection
- Data Collection
- Feature
- Qualitative
- ETHICAL CONSIDERATIONS IN DESIGNING RESEARCH STUDIES
- Ethics and the RFP
- Global Concerns
- STATISTICS REVIEW
- DEALING WITH DATA
- SUMMARY
- GLOSSARY OF KEY TERMS
- CRITICAL THINKING EXERCISES
- CONTINUING CASE STUDY: LAKESIDE GRILL
- Critique Questions:
- MARKETING RESEARCH PORTFOLIO
- STUDENT STUDY SITE
Marketing research may be conducted internally by the firm’s marketing department or performed externally by a marketing research firm. The information gathered is then used to make decisions related to the marketing mix or other marketing functions. The marketing mix is the specific combination of product, pricing, promotional, and distribution de...
Marketing research can be either applied or basic. Understanding why individuals watch the Super Bowl football game is an example of applied research. Applied marketing research is designed to solve a specific marketing problem, to investigate a particu-lar marketing phenomenon, or to understand the results of previous decisions. The previous resea...
The philosophy of science underlies researchers’ efforts to make sense of the world and its various activities and events in a wide variety of disciplines. The philosophy of science assumes that for a given event or activity, causes or “antecedents” can be identified, meaning that things don’t just happen; they happen for a reason. Thus, scientific...
In conducting marketing research, it is important that researchers follow the scientific method shown in Figure 1.5. The research process begins with a thorough investigation of current knowledge. Whether applied or basic research, marketing researchers should examine cur-rent knowledge on the topic and review prior research. This typically involve...
Marketing research provides essential information for decisions on segmentation and targeting. Benefit and lifestyle studies examine the similarities and differences consumers seek in products and how these Segmentation and targeting Product development Marketing communications and media selection Market and competitive analysis Pricing and sales p...
Marketing research is used in all stages of product development. Research can be used in the concept stage to gather customer input on ideas for a new product or modifications of a cur-rent product. Product testing studies identify how a product fits the needs of consumers and what changes need to be made to the product to make it more attractive. ...
Marketing research can provide valuable information concerning marketing communications (MarCom) and media selection. Advertising effectiveness research examines the effectiveness of advertising and marketing communications. These studies can be conducted on a continu-ous basis and compared to a benchmark, previous ad campaigns, or competitive adve...
A market analysis study will examine the current marketing situation faced by a company or brand and then identify potential markets. While market analysis studies are especially important for new products or entry into new markets, the studies are also important for cur-rent products, as market dynamics change. Companies can lose market share quic...
Pricing is an important determinant in buying decisions, so pricing studies can be used to evaluate the elasticity of a brand’s price and the impact pricing changes will have on demand. Part of a pricing study is to examine competitors’ prices and determine how consumers (or businesses) evaluate price relative to other product features. Additional ...
If the decision is made to hire a marketing research firm, a company has a wide array of choices from small boutique firms to full-service research agencies. Full-service agencies, called “full-servs” within the industry, have the capability of conducting all types of research, including focus groups, individual interviews, telephone surveys, mail ...
Both full-service research firms and boutique research firms design the research study, interpret the data, and make a report to the client. When it comes to collecting the data, the research firm has three basic choices. First, it can use the general population and one of the sampling techniques that will be discussed in Chapter 8 of this text. Th...
The financial crisis that hit the world in the beginning of the 21st century produced significant changes in the marketing research industry. It was stressful for traditional marketing research firms but an opportunity for start-up companies and traditional full-service agencies that recognized changes were about to occur. Business as usual had vap...
Because of the increase in global competition and due to the elimination of geographic barriers and lower costs provided by the Internet, marketing research is now being conducted on a broader scale that involves multiple countries. Compared to the past, fewer studies by major firms are limited to the United States or just one country. Expanding re...
Statistics are important in marketing research because any data that are obtained must be analyzed and then converted to useful information. Most courses in marketing research have statistics as a prerequisite. The ideal would be if students took the course in statistics immediately prior to the course in marketing research. Seldom does this occur....
Data are central to marketing research. While some marketing research involves collection of infor-mation that is not in the form of data, most marketing research has some type of data. These data must be examined, analyzed, and converted to information that is useful to managers for decision making. Rather than wait until the end of this text to d...
Objective 1: Discuss the basic types and functions of marketing research. Marketing research studies can perform one or more of the following functions: exploratory, descriptive, diagnostic, and predictive. Most commercial marketing research studies are applied research, while basic marketing research is typically conducted in university settings....
Advertising effectiveness research: research that examines the effectiveness of advertising and market-ing communications Applied marketing research: research designed to solve a specific marketing problem, to investigate a particular marketing phenomenon, or to understand the results of previous decisions Basic marketing research: research conduct...
As part of their annual service project, five students of the American Marketing Association student chapter have agreed to conduct marketing research for a local business—Lakeside Grill. This “Lakeside Grill (Continuing Case Study)” section provides a summary of how these students used the information in each chapter for their research project. Be...
How important is it for students to conduct a real-world project while taking a course in marketing research? What are the pros and cons of doing this? What could a local business realistically expect from a student team conducting a research project? How much guidance or direction should a faculty member or an instructor of the course provide for ...
After reading this chapter, you should be able to Compare and contrast the three types of research design. Explain the marketing research process. Describe the components of a request for proposal (RFP) and a research proposal. Provide an overview of qualitative and quantitative research. Recite the ethical considerations in designing research stud...
As the name implies, exploratory research involves a preliminary examination of a problem or situation to identify parameters to be studied further and in some cases to even define the problem itself. Researchers will often launch exploratory research when the problem they are facing is not clear. They have symptoms, such as declining sales or a de...
research data. For example, if a marketing researcher wished to explore the impact of consumers’ online shopping behavior in greater detail, he or she might develop the following hypothesis after reading the article about how consumers use online reviews, ratings, and searches. Hypothesis: When researching branded products online prior to purchasin...
Data Collection Research Design Sampling Plan problems, so it is up to the market researcher to persistently investigate or question management until the true problem is understood and the research purpose is clearly identified. Sometimes, it will require exploratory research because the manager may not know why a particular symptom, such as slumpi...
Research Question A Level 2: Research Question B Sales may be lost due to declining levels of customer satisfaction. But the decline in cus-tomer satisfaction may in turn have been caused by something else—perceptions of inferior product quality, poor performance, unsatisfactory customer service, a price that is too high for the benefits received, ...
Poor brand image Lower-quality products High pricing Poor distribution Poor customer service New competition
New product or service development Site selection for store Shifts in consumer wants
Visit the Student Study Site at www.sagepub.com/clowess to access the following additional materials: eFlashcards Web Quizzes SAGE Journal Articles Web Resources
Visit the Student Study Site at www.sagepub.com/clowess to access the following additional materials: eFlashcards Web Quizzes SAGE Journal Articles Web Resources
Visit the Student Study Site at www.sagepub.com/clowess to access the following additional materials: eFlashcards Web Quizzes SAGE Journal Articles Web Resources
Visit the Student Study Site at www.sagepub.com/clowess to access the following additional materials: eFlashcards Web Quizzes SAGE Journal Articles Web Resources
Visit the Student Study Site at www.sagepub.com/clowess to access the following additional materials: eFlashcards Web Quizzes SAGE Journal Articles Web Resources
Visit the Student Study Site at www.sagepub.com/clowess to access the following additional materials: eFlashcards Web Quizzes SAGE Journal Articles Web Resources
Visit the Student Study Site at www.sagepub.com/clowess to access the following additional materials: eFlashcards Web Quizzes SAGE Journal Articles Web Resources
Visit the Student Study Site at www.sagepub.com/clowess to access the following additional materials: eFlashcards Web Quizzes SAGE Journal Articles Web Resources
Visit the Student Study Site at www.sagepub.com/clowess to access the following additional materials: eFlashcards Web Quizzes SAGE Journal Articles Web Resources
Visit the Student Study Site at www.sagepub.com/clowess to access the following additional materials: eFlashcards Web Quizzes SAGE Journal Articles Web Resources
Visit the Student Study Site at www.sagepub.com/clowess to access the following additional materials: eFlashcards Web Quizzes SAGE Journal Articles Web Resources
Visit the Student Study Site at www.sagepub.com/clowess to access the following additional materials: eFlashcards Web Quizzes SAGE Journal Articles Web Resources
Visit the Student Study Site at www.sagepub.com/clowess to access the following additional materials: eFlashcards Web Quizzes SAGE Journal Articles Web Resources
Visit the Student Study Site at www.sagepub.com/clowess to access the following additional materials: eFlashcards Web Quizzes SAGE Journal Articles Web Resources
Visit the Student Study Site at www.sagepub.com/clowess to access the following additional materials: eFlashcards Web Quizzes SAGE Journal Articles Web Resources
Visit the Student Study Site at www.sagepub.com/clowess to access the following additional materials: eFlashcards Web Quizzes SAGE Journal Articles Web Resources
Visit the Student Study Site at www.sagepub.com/clowess to access the following additional materials: eFlashcards Web Quizzes SAGE Journal Articles Web Resources
Visit the Student Study Site at www.sagepub.com/clowess to access the following additional materials: eFlashcards Web Quizzes SAGE Journal Articles Web Resources
Visit the Student Study Site at www.sagepub.com/clowess to access the following additional materials: eFlashcards Web Quizzes SAGE Journal Articles Web Resources
Visit the Student Study Site at www.sagepub.com/clowess to access the following additional materials: eFlashcards Web Quizzes SAGE Journal Articles Web Resources
Visit the Student Study Site at www.sagepub.com/clowess to access the following additional materials: eFlashcards Web Quizzes SAGE Journal Articles Web Resources
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Apr 1, 2015 · Correctly conducted marketing research requires careful attention to intricacies. Think of marketing research as a chain only as strong as its weakest link, where those links are stages in a...
SECTION 1: INTRODUCTION TO MARKETING RESEARCH 1 1. The Role of Marketing Research 2 Learning Objectives 2 Introduction 2 Marketing Research 4 Functions of Marketing Research 5 Applied Versus Basic Research 6 The Philosophy of Science 7 The Scientific Method 7 Marketing Research and Decision Making 8 Segmentation and Targeting 8 Product ...
PART 1 Introduction and Early Phases of Marketing Research 1 Chapter 1 Introduction to Marketing Research 2 Chapter 2 Defining the Marketing Research Problem and Developing
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In this book, we focus on the market research process, starting by identifying and formulating the problem, continuing by determining the research design, determining the sample and method of data collection, collecting the
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Explain ways researchers can ensure the reliability and validity of scales. Introduction. Marketing scales are used extensively by marketing researchers to measure a wide array of beliefs, attitudes, and behaviors. They can be used to measure beliefs individuals may have about brands, people, or objects.
