Documentos de Académico
Documentos de Profesional
Documentos de Cultura
1) Overview
16) Summary
17) Key Terms and Concepts
18) Acronyms
RIP 1.1
Fig 1.1
Consumers
Employees
Shareholders
Suppliers
Uncontrollable
Environmental
Factors
Controllable
Marketing
Variables
Marketing
Research
Product
Pricing
Promotion
Distribution
Assessing
Information
Needs
Providing
Information
Marketing
Decision
Making
Marketing Managers
Market Segmentation
Target Market Selection
Marketing Programs
Performance & Control
Economy
Technology
Laws & Regulation
Social & Cultural
Factors
Political Factors
Market Research
Specifies the information
necessary to address these
issues
Manages and implements the
data collection process
Analyzes the results
Communicates the findings
and their implications
Fig 1.2
Problem
Identification Research
Market potential research
Market share research
Market characteristics research
Sales analysis research
Forecasting research
Business trends research
Problem Solving
Research
Segmentation Research
Product Research
Promotion Research
Distribution Research
Table 1.1
Test concept
Determine optimal product design
Package tests
Product modification
Brand positioning and repositioning
Test marketing
$ALE
PROMOTIONAL RESEARCH
0.00% APR
Fig 1.3
DSS
problems
Structured Problems
Unstructured Problems
Use of Reports
Use of Models
Rigid Structure
Adaptability
by Clarifying Data
Figure 1.4
RESARCH
SUPPLIERS
INTERNAL
FULL SERVICE
Syndicate
Services
Standardized
Services
Internet
Services
Customize
d
Services
EXTERNAL
LIMITED SERVICE
Branded
Products
and Services
Field
Services
Coding and
Data Entry
Services
Analytical
Services
Data
Analysis
Services
RIP 1.2
Organization of Marketing
Research at Oscar Mayer
Brand Research
Conducts Primary & Secondary
Research
Serves As Marketing
Consultants
Analyzes Market Trends
Advances the State of the Art in
Marketing Research
RIP 1.3
Rank
1997
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
Top 50 Marketing
Research Organizations
Percent and
Total research
revenues from
Revenues from
revenues*
outside U.S.
outs ide U.S.
1996 Organization
(millions)
(millions)
(millions )
1 AC Nielsen Corp.
$1,391.6
77.7%
1081.6
2 Cognizant Corp.
1,339.1
49.2
659.1
3 Information Resources Inc.
456.3
19.6
89.6
6 Westat Inc.
182.0
0
0
8 NFO Worldwide Inc.
190.0***
21.4
35.8
4 the Arbitron Co.
165.2
0
0
7 Maritz Marketing Research Inc.
146.0
20
29.2
9 The Kantar Group Ltd.
127.1
20.2
25.7
10 The NPD Group Inc.
110.3
18.3
20.2
11 Market facts Inc.
100.1
7
7
5 Pharm. Marketing Services Inc.
91.6
46.0
42.1
12 Audits & Surveys Worldwide Inc.
68.9
43.5
30
14 BASES Worldwide
57.6
19.7
11.4
13 The M/A/R/C Group Inc.
57.3
1.5
0.1
15 Opinion Research Corp.
53.9
32.7
17.6
16 SOFRES Intersearch
53.0
15
8.5
22
19
23
17
21
38
26
22
19
23
17
21
38
26
28
25
27
24
29
34
33
30
31
39
32
Burke Inc.
Macro International Inc.
Roper Starch Worldwide Inc.
Abt Associates Inc.
Elrick & Lavidge
IntelliQuest Inc.
Wirthlin Worldwide
Burke Inc.
Macro International Inc.
Roper Starch Worldwide Inc.
Abt Associates Inc.
Elrick & Lavidge
IntelliQuest Inc.
Wirthlin Worldwide
Total Research Corp.
MORPACE International
C&R Research Services Inc.
Walker Information
Lieberman Research Worldwide
Diagnostic Research International Inc.
IPSOS-ASI Inc.
Yankelovich Partners Inc.
Custom Research Inc.
Harris Black International Ltd.
Market Strategies Inc.
43.8
42.9
40.0
39.3
37.1
36.5
35.5
43.8
42.9
40.0
39.3
37.1
36.5
35.5
33.1
31.2
31.1
30.9
28.6
26.7
26.7
26.4
25.8
25.7
25.2
22.8
38.5
17.8
0
5.7
29
16
22.8
38.5
17.8
0
5.7
29
16
27.2
17.9
0
21.8
13.3
3.1
0
0
0
7.4
1.6
10
16.5
7.1
0
2.1
10.6
5.7
10
16.5
7.1
0
2.1
10.6
5.7
9
5.6
0
6.7
0
0.8
0
0
0
1.9
0.4
25.7
25.2
22.3
22.2
21.5
18.2
16.3
15.9
14.2
14.1
14.0
13.3
13.2
13.0
12.3
12.0
Subtotal, Top 50
$5,479.7
All other (124 CASRO member companies not included 535.7
7.4
1.6
0
8.7
0
0
0
0
6
41.1
30
2.3
0
0
0
0
39.30%
1.9
0.4
0
1.9
0
0
0
0
0.9
5.8
4.2
0.3
0
0
0
0
$2,153.20
RIP 1.4
Fig 1.5
research operation
Research Director
Also part of senior
management
Heads the development
and execution of all
research projects
Senior
Analyst
Fig 1.5
Contd.
Statistician/Data Processing
Analyst
Junior Analyst
RIP 1.5
A Sample of
Marketing
Research Jobs
RIP 1.6
Marketing Research at
Marriott Corporation
RIP 1.7
Domestic
AAPOR: American Association for Public Opinion Research
(www.aapor.org)
AMA: American Marketing Association (www.ama.org)
International
ESOMAR: European Society for Opinion and Marketing Research
(www.esomar.nl)
MRS: The Market Research Society (UK)
(www.marketresearch.org.uk)
MRSA: The Market Research Society of Australia
(www.mrsa.com.au)
PMRS: The Professional Marketing Research Society (Canada)
(www.pmrs-aprm.com)
Chapter Outline
1) Overview
RIP 2.1
When he looked
perplexed, I
explained that data
analysis in not an
independent
exercise.
Fig. 2.1
Discussion
with
Decision Maker(s)
Interviews
with
Experts
Secondary
Data
Analysis
Qualitative
Research
Objective/
Theoretical
Foundations
Analytical
Model:
Verbal,
Graphical,
Mathematical
Research
Questions
Hypotheses
Characteristics/
Factors
Influencing
Research
Design
Fig. 2.2
BUYER BEHAVIOR
LEGAL ENVIROMENT
ECONOMIC ENVIROMENT
MARKETING AND TECHNOLOGICAL
SKILLS
Fig. 2.3
Specific Components
Table 2.1
Research Task
Role of Theory
1. Conceptualizing
and identifying
the problem situation. These processes will suggest key dependent and independent
key variables
variables.
2. Operationalizing
key variables
3. Selecting a
Causal or associative relationships suggested by the theory may indicate whether a causal
research design
4. Selecting a
The theoretical framework may be useful in defining the population and suggesting
sample
variables for qualifying respondents, imposing quotas, or stratifying the population (see
Chap. 11).
5. Analyzing and
The theoretical framework (and the models, research questions and hypotheses based on
interpreting data
it) guide the selection of a data analysis strategy and the interpretation of results (see
Chap. 14).
6. Integrating
The findings obtained in the research project can be interpreted in the light of previous
findings
Fig. 2.4
Development of Research
Questions and Hypotheses
Components of the
Marketing Research Problem
Objective/
Theoretical
Framework
Research Questions
Analytical
Model
Hypotheses
RIP 2.2
H2:
H3:
RIP 2.3
Chapter III
Research Design
Chapter Outline
1) Overview
2) Research Design: Definition
3) Research Design: Classification
4) Exploratory Research
5) Descriptive Research
i. Cross-Sectional Design
ii. Longitudinal Design
iii. Advantages and Disadvantages of
Longitudinal and Cross-Sectional Designs
6) Causal Research
7) Relationships Among Exploratory, Descriptive, and
Causal Research
definition
_
_
_
Framework or blueprint
Details the procdure discussed in prv step
nuts and bolts of implementing that
approach.
Fig. 3.1
A Classification of Marketing
Research Designs
Research Design
Conclusive
Research Design
Exploratory
Research Design
Descriptive
Research
Cross-Sectional
Design
Single CrossSectional Design
Casual
Research
Longitudinal
Design
Tasks
_
_
_
_
_
Table 3.1
Objective:
Conclusive
Findings
/Results:
Conclusive.
Tentative.
Table 3.2
Objective:
Discovery of
ideas and
insights
Causal
Describe market
characteristics or
functions
Determine cause
and effect
relationships
Manipulation of
one or more
independent
variables
Preplanned and
structured design
Control of other
mediating
variables
Expert surveys
Pilot surveys
Secondary data
Qualitative
research
Secondary data
Surveys
Panels
Observation and
other data
Experiments
Characteristics: Flexible,
versatile
Methods:
Descriptive
Table 3.3
Age
1950
1960
1969
1979
8-19
20-29
30-39
40-49
50+
52.9
45.2
33.9
23.2
18.1
62.6
60.7
46.6
40.8
28.8
C1
73.2
76.0
67.7
58.6
50.0
C2
81.0
75.8
71.4
67.8
51.9
C3
C8
C7
C6
C5
C4
Table 3.4
Evaluation
Criteria
Cross-Sectional Longitudinal
Design
Design
Detecting Change
Large amount of data collection
Accuracy
Representative Sampling
Response bias
+
+
+
+
+
-
Table 3.5
Brand Purchased
Brand A
Brand B
Brand C
Total
Time Period
Period 1
Survey
Period 2
Survey
200
300
500
1000
200
300
500
1000
Table 3.6
Brand
Purchased
in Period 1
Brand A
Brand B
Brand C
Total
Brand B
Brand C
100
25
75
200
50
100
150
300
50
175
275
500
Total
200
300
500
1000
RIP 3.1
NASCAR moved to
reach all of America,
not just the traditional
Southern market.
Fig. 3.2
Non-sampling
Error
Random Sampling
Error
Response
Error
Researcher
Error
Surrogate Information Error
Measurement Error
Population Definition Error
Sampling Frame Error
Data Analysis Error
Interviewer
Errors
Respondent Selection Error
Questioning Error
Recording Error
Cheating Error
Non-response
Error
Respondent
Error
Inability Error
Unwillingness Error
RIP 3.2
RIP 3.3
Chapter V
Exploratory Research Design:
Qualitative Research
Chapter Outline
1) Overview
2) Primary Data: Qualitative versus Quantitative
Research
3) Rationale for using Qualitative Research Procedures
4) A Classification of Qualitative Research Procedures
7) Projective Techniques
i. Association Techniques
ii. Completion Techniques
a. Sentence Completion
b. Story Completion
iii. Construction Techniques
a. Picture Response
b. Cartoon Tests
iv. Expressive Techniques
a. Role Playing
b. Third-Person Technique
v. Advantages and Disadvantages of Projective
Techniques
vi. Applications of Projective Techniques
Fig. 5.1
A Classification of Marketing
Research Data
Marketing Research Data
Secondary Data
Primary Data
Qualitative Data
Descriptive
Survey
Data
Observational
and Other Data
Quantitative Data
Causal
Experimental
Data
Table 5.1
Quantitative Research
Objective
To gain a qualitative
understanding of the
underlying reasons and
motivations
Sample
Large number of
representative cases
Structured
Data Analysis
Non-statistical
Statistical
Outcome
Develop an initial
understanding
Fig. 5.2
A Classification of Qualitative
Research Procedures
Qualitative Research
Procedures
Direct (Non
disguised)
Focus Groups
Association
Techniques
Indirect
(Disguised)
Projective
Techniques
Depth Interviews
Completion
Techniques
Construction
Techniques
Expressive
Techniques
RIP 5.1
Item
Developing outline and screening participants
Moderators fee
Facility rental, recruiting
Food
Respondent incentives ($30*10 people)
Analysis and report
Cost
$ 200
500
800
100
300
500
$2,450
Extras
Videotaping
Travel costs for moderator and observers
Total
350
1,200
$4,000
Table 5.2
Group Size
8-12
Group Composition
Homogeneous, respondents,
prescreened
Physical Setting
Time Duration
1-3 hours
Recording
Moderator
RIP 5.2
Key Qualifications of
Focus Group Moderators
Fig. 5.3
Determine the Objectives of the Marketing Research Project and Define the Problem
Specify the Objectives of Qualitative Research
State the Objectives/Questions to be Answered by Focus Groups
Write a Screening Questionnaire
Develop a Moderators Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or Action
RIP 5.3
5.3 contd.
VO
Y K 7 49
5.3 contd..
The tag line for the 1998 Regal, official car of the
Supercharged family, was based on focus group findings.
This repositioning has greatly aided the sales of Buick Regal.
Figure 5.4
A Cartoon Test
Sears
Table 5.3
Criteria
Depth Interviews
1. Degree of Structure
Relatively high
2 Probing of individual
Low
respondents
3. Moderator bias
Relatively medium
4. Interpretation bias
Relatively low
5. Uncovering
Low
subconscious
information
6. Discovering innovative High
information
7. Obtaining sensitive
Low
information
8. Involve unusual
No
behavior or questioning
9. Overall usefulness
Highly useful
Projective
Techniques
Medium
Low
Medium
High
To a limited
extent
Useful
Yes
Somewhat useful
Chapter VI
Descriptive Research Design
Survey and Observation
Chapter Outline
1) Overview
2) Survey Methods
3) Survey Methods Classified by Mode of Administration
i. Telephone Methods
a. Traditional Telephone Interviews
b. Computer-Assisted Telephone Interviewing (CATI)
ii. Personal Methods
a. Personal In-home Interviews
b. Mall-Intercept Personal Interviews
c. Computer-Assisted Personal Interviewing (CAPI)
iii. Mail Methods
a. Mail Interviews
b. Mail Panels
iv. Electronic Methods
a. E-mail Surveys
b. Internet Surveys
RIP 6.1
This holds true for the computer market where DEC is a key
player. Computers are bought by individuals in every walk of
life as well as by businesses in every market imaginable. The
breadth of the market makes useful market research a
formidable task. This task is being undertaken at DEC in their
Corporate Marketing Services (CMS) Division.
6.1 contd..
Fig. 6.1
Survey
Methods
Telephone
Personal
In-Home
Traditional
Telephone
Mall
Intercept
Computer-Assisted
Telephone
Interviewing
Computer-Assisted
Personal
Interviewing
Mail
Interview
Electronic
Mail
Panel
Internet
Table 6.1
Outgoing Envelope
Outgoing envelope: size, color, return address
Postage
Method of addressing
Cover Letter
Sponsorship
Type of appeal Postscript
Personalization Signature
Questionnaire
Length
Size
Layout
Format
Content
Reproduction
Color
Respondent anonymity
Return Envelope
Type of envelope Postage
Incentives
Monetary versus non-monetary. Prepaid versus promised amount.
Table 6.2
Criteria
Flexibility of data
collection
MallPhone/C In-Home
Intercept
ATI
Interviews Interviews
CAPI
Mail
Surveys
Mail
Panels
Internet
Moderate
to high
High
High
Moderate
to high
Low
Low
Low
Moderate
to high
Diversity of questions
Low
High
High
High
Moderate
Moderate
Moderate
Low
High
High
Moderate
Moderate
Low
Moderate
Moderate
Low
Low
High
High
Low
Moderate
to high
Low
Low
Moderate
Low
Moderate
Moderate
to high
Potentiall
y high
Moderate
to high
Low
High
High
Moderate
to high
Moderate
Moderate
Moderate
High
Moderate
Moderate
High
High
Moderate
Low
High
High
Moderate
High
Moderate
Low
Moderate
Low
Low
Low
High
High
Moderate
High
Moderate
Very
Low
High
Moderate
High
High
Low
High
Low
Low
High
Low
High
Moderate
Moderate
Low
High
Moderate
High
High
High
Low to
moderate
Low
None
None
None
None
High
Moderate
Low to
moderate
Low to
moderate
High
High
Moderate
to high
Moderate
to high
Low
Moderate
Moderate
to high
Moderate
to high
Very
high
Low
Sample control
Control of data collection
environment
Control of field force
Quantity of data
Response rate
Perceived anonymity of
the respondent
Social desirability
Obtaining sensitive
information
Potential for interviewer
bias
Speed
Cost
Moderate
to high
Moderate
Low
Low
Low to
moderate
Low
Fig. 6.2
Two-Stage Procedure
The first stage consists of selecting an exchange and
telephone number from the directory. In the second stage, the
last three digits of the selected number are replaced with a
three-digit random number between 000 and 999.
Cluster 1
Selected exchange: 636
Selected number: 636-3230
Replace the last three digits (230) with randomly selected 389
to form 636-3389.
Repeat this process until the desired number of telephone
numbers from this cluster is obtained.
RIP 6.2
List Title
Advertising agencies
Banks, branches
Boat owners
Chambers of Commerce
Personal computer owners
Families
Hardware wholesalers
Magazines, consumers
Photographic, portrait
Sales executives
Wives of professional men
YMCAs
Number on List
3892
11089
4289601
6559
2218672
76000000
7378
4119
33742
190002
1663614
1036
Price
$45/M
$85/M
$50/M
$45/M
Inquire
Inquire
$45/M
$45/M
$45/M
$55/M
$60/M
$85
A Classification of Observation
Fig. 6.3
Methods
Classifying
Observation
Methods
Observation Methods
Personal
Mechanical
Observation Observation
Audit
Content
Analysis
Trace
Analysis
RIP 6.3
Table 6.3
Criteria
Degree of structure
Degree of disguise
Ability to observe
in natural setting
Observation bias
Analysis Bias
A Comparative Evaluation
of Observation Methods
Personal
Mechanical
Observation Observation
Audit
Analysis
Content
Analysis
Trace
Analysis
Low
Medium
High
Low to high
Low to high
Low to high
High
Low
High
High
High
Medium
Medium
High
Low
High
High
Low
Low to
Medium
Can be
intrusive
Low
Low
Medium
Low
Medium
Medium
Expensive
Limited to
Method of
communications last resort
Electronic
+
+
+
+
+
+
+
-
Chapter VII
Chapter Outline
1) Overview
2) Concept of Causality
3) Conditions for Causality
4) Definition of Concepts
5) Definition of Symbols
6) Validity in Experimentation
7) Extraneous Variables
Figure 7.1
A Classification of Experimental
Designs
Experimental Designs
Pre-experimental
True
Experimental
Quasi
Experimental
One-Shot Case
Study
Pretest-Posttest
Control Group
Time Series
Randomized
Blocks
One Group
Pretest-Posttest
Posttest: Only
Control Group
Multiple Time
Series
Latin Square
Static Group
Solomon FourGroup
Statistical
Factorial
Design
Figure 7.2
Very +ve
Other Factors
Very +ve
Controlled Test Marketing
Other Factors
Standard Test Marketing
National Introduction
Overall Marketing Strategy
-ve
-ve
-ve
-ve
Socio-Cultural Environment
Competition
Table 7.1
High
Low
High
363 (73%)
137 (27%)
500 (100%)
Low
322 (64%)
178 (36%)
500 (100%)
Table 7.1
High
Education
Education
High
High Income
Purchase
Low
Table 7.4
An Example of a Randomized
Block Design
Treatment Groups
Block
Store
Commercial
Number Patronage
A
1
2
3
4
Heavy
Medium
Low
None
Commercial
B
Commercial
C
Table 7.5
Store Patronage
High
Heavy
Medium
Low and none
B
C
A
Low
C
A
B
Table 7.6
Amount of Store
Information
Low
Medium
High
Amount of Humor
No
Medium
High
Humor
Humor
Humor
Table 7.7
Factor
Laboratory
Field
Environment
Control
Reactive Error
Demand Artifacts
Internal Validity
External Validity
Time
Number of Units
Ease of implementation
Cost
Artificial
High
High
High
High
Low
Short
Small
High
Low
Realistic
Low
Low
Low
Low
High
Long
Large
Low
High
RIP 7.1
RIP 7.2
Albany-Schenectady-Troy, N
Boise, ID
Knoxville, TN
Lexington, KY
Buffalo, NY
Cedar Rapids-Waterloo, IA
Charlotte, NC
Little Rock, AR
Louisville, KY
Minneapolis, MN
Cincinnati, Oh
Cleveland, OH
Colorado Springs-Pueblo, CO
Columbus, OH
Des Moines, IA
Erie, PA
Nashville, TN
Oklahoma City, OK
Omaha, NE
Orlando-Daytona Beach, FL
Phoenix, AZ
Pittsburgh, PA
RIP 7.2
Evansville, IN
Fargo, ND
Fort Wayne, IN
Green Bay, WI
Greensboro-High Point, NC
Greenville-Spartanburg, SC
Grand Rapids-Battle Creek, MI
Kansas City, MO
Portland, OR
Roanoke-Lynchburg, VA
Rochester, NY
Sacramento-Stockton, CA
St. Louis, MO
Salt Lake City, UT
Seattle-Tacoma, WA
Wichita-Hutchinson, KA
Chapter X
Questionnaire and
Form Design
Chapter Outline
1) Overview
2) Questionnaire & Observation Forms
i. Questionnaire Definition
ii. Objectives of a Questionnaire
i. Unstructured Question
ii. Structured Question
10) Choosing Question Wording
i.
Layout of Form
Layout of Form
v. Logical Order
12) Form & Layout
Question 1
Question 2
Question 3
Question 4
RIP 10.1
10.1 contd.
YR intentionally keeps its questionnaire to eight minutes because of attention
span limits of children. YR President Karen Forcade notes that some clients
attempt to meet all their research objectives with one study, instead of
surveying, fine-tuning objectives, and re-surveying. In doing so, these clients
overlook attention limits of young respondents when developing questionnaires.
Forcade notes other lessons from interviewing children. When asking questions,
interviewers should define the context to which the questions refers. It involves
getting them to focus on things, putting them in a situation so that they can
identify with it, Forcade said. For example, when asking about their radio
listening habits we said, What about when youre in Moms car, do you listen to
radio? rather than, How often do you listen to radio? More than once a day,
once a day, more than once a week? Those are kind of big questions for little
children.
Questionnaires designed by
Youth Research to obtain
children views on favorite
snack foods, television shows,
commercials, radio,
magazines, buzzwords, and
movies attempt to minimize
response error.
Fig. 10.1
Fig. 10.2
Cash
Other
No
Ever Purchased in a
Department Store?
Yes
No
Store
Charge
Card
Bank
Charge
Card
Other
Charge
Card
Intentions to Use Store, Bank,
and other Charge Cards
RIP 10.2
(Please ignore the numbers alongside the answers. They are only to help us in
data processing.)
(6)
1. Considering all the times you pick it up, about how much time, in total, do you
spend in reading or looking through a typical issue of THE AMERICAN
LAWYER?
Less than 30 minutes.....................-1
11/2 hours to 1 hour 59 minutes.........-4
30 to 59 minutes............................-2
3 hours or more.................................-6
Table 10.1
Table 10.1
2.
3.
Step 3
1.
2.
3.
2.
3.
4.
5.
6.
8.
9.
10.
a.
b.
c.
d.
e.
f.
1.
2.
3.
4.
5.
Consider the use of the split ballot technique to reduce order bias in
dichotomous and multiple-choice questions.
6.
If the response alternatives are numerous, consider using more than one
question to reduce the information processing demands on the
respondents.
1.
Define the issue in terms of who, what, when, where, why, and way (the
six Ws).
2.
Use ordinary words. Words should match the vocabulary level of the
respondents.
3.
4.
Avoid leading questions that clue the respondent to what the answer
should be.
5.
6.
7.
8.
1.
2.
3.
4.
5.
6.
7.
8.
1.
2.
3.
4.
2.
3.
4.
5.
Grids are useful when there are a number of related questions which
use the same set of response categories.
6.
7.
Step 10 Pre-testing
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
The responses obtained from the pretest should be coded and analyzed.