Documentos de Académico
Documentos de Profesional
Documentos de Cultura
ROLE OF MARKETING
Customer
RESEARCH
Groups
Consumers
Employees
Shareholders
Suppliers
Uncontrolla
Controllabl Marketing ble
e
Research Environment
Environme factors
nt Economy
Assessing Providing Marketing
factors
Product Technology
Informatio Decision
Price Competition
informatio n Making
Promotio Regulations
n Political
n
needs factors
Distributi
on Social &
MarketIngManagers Cultural
Market Segmentation factors
Target market
selection
Marketing
??????????????????
• Research is a process (or
series of iterative steps), and followed often when
management is faced with a “problem” and/or
“opportunity”, management needs further information in
order to make a decision – the need for market(ing)
research is an issue that is likely to need addressing...
The question is
No No No No
Poorly Written
Research Report
Improper use of
Statistical
Total
Procedures Error
Management problem
definition process
To help you develop and write the research problem and research objectives
you should consult other sources of information: ask questions, rely on
experience,
search industry info, academic journals (theory)...... This is an iterative and
The problem definition process
How much is this information worth?????? Estimate the value of
information
Marketing Research
FOR
a) planning
b) problem-solving
c) control
NATURE OF MARKETING
RESEARCH
The nature
Customer Internet,
and future of
Analytics e.g. online
Marketing
panels
Research
‘Value for
money’ ‘Respondent’
marketing ‘Strategic’ rewards
consultants
Reasons for Doing Marketing
Research: The Five Cs
✂ Customers: To determine how well customer needs
are being met, investigate new
target markets, and assess and test
new services and facilities.
✂ Competition: To identify primary competitors and
pinpoint their strengths and
weaknesses.
✂ Confidence: To reduce the perceived risk in making
marketing decisions.
✂ Credibility: To increase the believability of
promotional messages among
customers.
✂ Change: To keep updated with changes in
Reasons for Not Doing
Marketing Research
✂ Timing: It will take to much time.
✂ Cost: The cost of the research is too
high.
✂ Reliability: There is no reliable research
method available for
doing the research.
✂ Competitive intelligence: There is a fear
that
competitors will learn
about the organization’s
Five Key Requirements of
Marketing Research
Information
✂ Utility: Can we use it?
Does it apply to
us?
✂ Timeliness: Will it be
available in
time?
✂ Cost-effectiveness: Do the benefits
outweigh the costs?
✂ Accuracy: Is it accurate?
Classification of marketing research
Examples of problem-solving research
Problem Definition Process
E n v ir o n m e n t a l C o n t e x t o f t h e p r o b le m
T a s k s in v o lv e d in p r o b le m d e fin it io n
D is c u s s io n w it h I n t e r v ie w s w it h S e c o n d a ry d a ta Q u a lit a t iv e
d e c is io n m a k e r s e x p e rts a n a ly s is re s e a rc h
Research Design
Characteristics:
Flexible, Manipulate
Prior formulation of
versatile. independent variables.
hypothesis. Planned,
Control of other
Front end structured design
variables.
research.
Experiments
Methods: Secondary data Surveys
Classification of Marketing
Research Data
Marketing
Research Data
Descriptive Causal
Exploratory
Causal
Sampling
Non-probability Probability
Sample or Census
A population is the aggregate of all the
elements that share some common set of
characteristics, and that comprise the
universe for the purpose of the marketing
research problem.
time
cost
accuracy
population may be difficult to
access
greater depth of information
Managerial objectives of
sampling
Representative
Reliable
efficient as time permits
Errors associated with
sampling
Sampling frame error - an error that occurs
when certain sample elements are not listed or are
not accurately represented in a sampling frame
(occurs between the population and sampling
frame)
Nonprobability Probability
Sampling Techniques Sampling Techniques
Common sampling
approaches
convenience
judgement
quota
snowball
Convenience Sample
Also known as haphazard or accidental sampling
based on convenient availability of sampling units
sample units happen to be in a certain place at certain
time – high traffic locations – shopping malls;
pedestrian areas
statistical efficiency
same sample size and smaller
standard error of the mean is
obtained
economic efficiency
precision refers to the level of
uncertainty about the characteristics
being measured
precision is inversely related to
sampling error
precision is positively related to cost
Types of probability
sampling
Simple random sample
Systematic sampling
Stratified sampling
proportionate
disproportionate
Cluster sampling
Area sampling
Simple Random Sampling
Assures each element in the population of an
equal chance of being included in the sample
Random numbers
degree of accuracy
resources
time
advance knowledge of the
population
national versus local projects
need for statistical analysis
Session - 4
Measurement and
Scaling
Measurement means assigning numbers
or other symbols to characteristics of
objects according to certain pre-specified
rules.
One-to-one correspondence between
the numbers and the characteristics
being measured.
The rules for assigning numbers should
be standardized and applied uniformly.
Rules must not change over objects or
Measurement and
Scaling
Scaling involves creating a continuum
upon which measured objects are
located.
Interval Performance
Rating on a 8.2 9.1 9.6
0 to 10 Scale
15.2 14.1 13.4
Ratio Time to
Finish, in
Primary Scales of
Measurement
The
Nominal Scale
numbers serve only as labels or tags for
identifying and classifying objects.
When used for identification, there is a strict one-to-
one correspondence between the numbers and the
objects.
The numbers do not reflect the amount of the
characteristic possessed by the objects.
The only permissible operation on the numbers in a
nominal scale is counting.
Only a limited number of statistics, all of which are
based on frequency counts, are permissible, e.g.,
Illustration of Primary Scales of
Measurement
Nominal Ordinal Interval Ratio
Scale Scale Scale Scale
Preference Preference $ spent last
No. Store Rankings Ratings 3 months
1-7 11-17
1. Lord & Taylor 7 79 5 15 0
2. Macy’s 2 25 7 17 200
3. Kmart 8 82 4 14 0
4. Rich’s 3 30 6 16 100
5. J.C. Penney 1 10 7 17 250
6. Neiman Marcus 5 53 5 15 35
7. Target 9 95 4 14 0
8. Saks Fifth Avenue 6 61 5 15 100
9. Sears 4 45 6 16 0
10.Wal-Mart 10 115 2 12 10
Primary Scales of Measurement -
Ordinal Scale
• A ranking scale in which numbers are assigned
to objects to indicate the relative extent to which
the objects possess some characteristic.
• Can determine whether an object has more or
less of a characteristic than some other object,
but not how much more or less.
• Any series of numbers can be assigned that
preserves the ordered relationships between the
objects.
• In addition to the counting operation allowable
for nominal scale data, ordinal scales permit
the use of statistics based on centiles, e.g.,
percentile, quartile, median.
Primary Scales of Measurement -
Interval Scale
• Numerically equal distances on the scale
represent equal values in the characteristic being
measured.
• It permits comparison of the differences
between objects.
• The location of the zero point is not fixed. Both
the zero point and the units of measurement are
arbitrary.
• Any positive linear transformation of the form y
= a + bx will preserve the properties of the scale.
Comparative Noncomparative
Scales Scales
Semantic Stapel
Likert
Differential
A Comparison of Scaling
Techniques
• Comparative scales involve the
direct comparison of stimulus objects.
Comparative scale data must be
interpreted in relative terms and
have only ordinal or rank order
properties.
• In non-comparative scales, each
object is scaled independently of the
others in the stimulus set. The resulting
data are generally assumed to be
Relative Advantages of
Comparative Scales
• Small differences between stimulus
objects can be detected.
• Same known reference points for
all respondents.
• Easily understood and can be
applied.
• Involve fewer theoretical
assumptions.
• Tend to reduce halo or carryover
Relative Disadvantages of
Comparative Scales
Instructions
On the next slide, there are eight attributes of
bathing soaps. Please allocate 100 points among
the attributes so that your allocation reflects the
relative importance you attach to each attribute.
The more points an attribute receives, the more
important the attribute is. If an attribute is not at
all important, assign it zero points. If an attribute
is twice as important as some other attribute, it
should receive twice as many points.
Importance of Bathing Soap
Attributes
Using a Constant Sum Scale
Form
Average Responses of Three Segments
Attribute
Segment I Segment II8 Segment III 2 4
1. Mildness 2 4 17
2. Lather 3 9 7
3. Shrinkage 53 17 9
4. Price 9 0 19
5. Fragrance 7 5 9
6. Packaging 5 3 20
13 60 15
7. Moisturizing
Sum 100 100 100
8. Cleaning Power
Q – Sort Scaling
1) Very harsh --- --- --- --- --- --- --- Very gentle
3) . Very harsh
.
.
. Neither harsh nor gentle
.
.
. Very gentle
5)
XO = XT + XS + XR
where
Secondary Source
Internal Records
Primary source
Collection of Data
Primary Data :
A questionnaire is a formalized
set of questions for obtaining
information from respondents.
Questionnaire Objectives
Do you intend to buy a new car within the next six months?
(Correct)
Choosing Question
Wording –
Avoid Implicit Assumptions
Questions should not be worded so that the
answer is dependent upon implicit assumptions
about what will happen as a consequence.
1. Are you in favor of a balanced budget?
(Incorrect)
(Correct)
Determining the Order of
Questions
Opening Questions
The opening questions should be interesting,
simple, and non-threatening.
Type of Information
As a general guideline, basic information should
be obtained first, followed by classification, and,
finally, identification information.
Difficult Questions
Difficult questions or questions which are
sensitive, embarrassing, complex, or dull, should
be placed late in the sequence.
Determining the Order of
Questions
Effect on Subsequent Questions
General questions should precede the specific
questions (funnel approach).
Q1: “What considerations are important to
you in selecting a department store?”
(Correct)
Form and Layout
Divide a questionnaire into several parts.
(Please ignore the numbers alongside the answers. They are only to help
us in data processing.)
1. Considering all the times you pick it up, about how much time, in total, do
you spend reading or looking through a typical issue of THE AMERICAN
LAWYER?
The respondents for the pretest and for the actual survey
should be drawn from the same population.
Session - 7
Classification of Data
Geographic i.e. Area wise classification – cities , districts
Class Limits
Class intervals
Class frequency
Tabulation
Mean Mode
Median Range Coefficient of
Variation
Variance
X X1 X 2 L X n
i
X
i 1
n n
Population Mean
Population Size
N
X i
X1 X 2 L X N
i 1
N N
Mean
Direct Method : X
Mean
• The most common measure of
central tendency
• Acts as ‘Balance Point’
• Affected by extreme values
(outliers)
0 1 2 3 4 5 6 7 8 9 10 0 1 2 3 4 5 6 7 8 9 10 12
14
Mean = 5 Mean = 6
Median
Robust measure of central tendency
Not affected by extreme values
0 1 2 3 4 5 6 7 8 9 10 0 1 2 3 4 5 6 7 8 9 10 12
14
Median = 5 Median = 5
In an ordered array, the median is
the “middle” number
If n or N is odd, the median is the
middle number
If n or N is even, the median is the
average of the two middle numbers
Mode
A measure of central tendency
Value that occurs most often
Not affected by extreme values
Used for either numerical or
categorical data
There
Mode = 9
may be no mode orNoseveral
Mode
modes
1 2 34 5 6 7
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
Quartiles
Q1, the first quartile, is the value such
that 25% of the observations are smaller,
corresponding to (n+1)/4 ordered
observation
Q2, the second quartile, is the median,
50% of the observations are smaller,
corresponding to 2(n+1)/4 = (n+1)/2
ordered observation
Q3, the third quartile, is the value such
that 75% of the observations are smaller,
Quartiles
Split Ordered Data into 4 Quarters
1 9 1 12 13
Position of Q1 2.5 Q1 12.5
= Median 4= 16, Q3 = 17.5 2
Measures of Variation
Variation
7 8 9 10 11 7 8 9 10 11
12 12
Interquartile Range
Measure of variation
Also known as midspread
Spread in the middle 50%
Difference between the first and
third quartiles
Data in Ordered Array: 11 12 13 16 16 17 17 18 21
Sample variance: n
X X
2
i
S
2 i 1
n 1
N
Population variance
X
2
i
2 i 1
N
Standard Deviation
Most important measure of variation
Shows variation about the mean
Has the same units as the original
data n
Xi X
2
n 1
N
Xi
Population standard deviation: 2
i 1
N
Comparing Standard
Deviations
Data A
Mean = 15.5
s = 3.338
11 12 13 14 15 16 17 18 19 20
21
Data B
Mean = 15.5
s = .9258
11 12 13 14 15 16 17 18 19
20 21
Data C
Mean = 15.5
s = 4.57
11 12 13 14 15 16 17 18 19 20
21
Coefficient of Variation
Measure of Relative Dispersion
Always in %
Shows Variation Relative to Mean
Used to Compare 2 or More Groups
Formula (Sample Coefficient of
Variation)
S
CV = ⋅ 100%
X
Session - 8
•Skewness
•Kurtosis
Measures of Dispersion –
Coefficient of Variation
Coefficient of variation (CV)
measures the spread of a set of data
as a proportion of its mean.
It is the ratio of the sample standard
deviation to the sample mean
s
CV = ×100%
x
It is sometimes expressed as a
percentage
Measures of Skewness and
Kurtosis
A fundamental task in many
statistical analyses is to characterize
the location and variability of a
data set (Measures of central
tendency vs. measures of
dispersion)
Both measures tell us nothing about
the shape of the distribution
A further characterization of the
Skewness
Skewness measures the degree of
asymmetry exhibited by the data
Skewness
Positive skewness
There are more observations below the
mean than above it
When the mean is greater than the median
Negative skewness
There are a small number of low
observations and a large number of high
ones
When the median is greater than the mean
Shape of a Distribution
Describes how data is distributed
Measures of shape
Mean > median: right-skewness
Mean < median: left-skewness
Mean =
Left-Skewed
median: symmetric
Symmetric Right-Skewed
Mean < Median < Mode Mean = Median =Mode Mode < Median < Mean
Kurtosis
Kurtosis measures how peaked the
histogram is n
∑ (x − x)
i
4
kurtosis = i
4
−3
ns
k=3
k<3
Value
• Kurtosis is based on the size of a distribution's tails.
• Negative kurtosis (platykurtic) – distributions with short tails
• Positive kurtosis (leptokurtic) – distributions with relatively long tails
TIME SERIES ANALYSIS
Statistical data which are collected,
observed or recorded at successive
intervals of time – such data are
referred as TIME SERIES :
-It helps in understanding the past
behavior.
-It helps in planning future operations
-It helps in evaluating current
accomplishments
TIME SERIES ANALYSIS
Components of Time Series:
-Secular trends – General movement
persisting over
long term
-Seasonal variations - pattern year after
year
-Cyclical variations – Fluctuations
moving up and
down every few years
-Irregular variations- Variations in
Methods of Measurement
y y
x x
y y
x x
Scatter Plot Examples
Strong relationships Weak relationships
y y
x x
y y
x x
Scatter Plot Examples
No relationship
y
Correlation Coefficient
The population correlation
coefficient ρ (rho) measures the
strength of the association between
the variables
The sample correlation coefficient r
is an estimate of ρ and is used to
measure the strength of the linear
relationship in the sample
observations
Features r
r =
∑( x −x )( y −y )
[ ∑( x −x ) ][ ∑( y −y )
2 2
]
where:
r = Sample correlation coefficient
n = Sample size
x = Value of the independent variable
y = Value of the dependent variable
For Example
Tree Trunk
Height Diameter
y x xy y2 x2
35 8 280 1225 64
49 9 441 2401 81
27 7 189 729 49
33 6 198 1089 36
60 13 780 3600 169
21 7 147 441 49
45 11 495 2025 121
51 12 612 2601 144
Σ=321 Σ=73 Σ=3142 Σ=14111 Σ=713
Tree n∑ xy − ∑ x ∑ y
Height,
y
r=
70
[n( ∑ x 2 ) − ( ∑ x)2 ][n( ∑ y 2 ) − ( ∑ y)2 ]
60
8(3142) − (73)(321)
50 =
40
[8(713) − (73)2 ][8(14111) − (321)2 ]
30
= 0.886
20
10
0
r = 0.886 → relatively strong positive
0 2 4 6 8 10 12 14
linear association between x and y
Trunk Diameter, x
Calculations of Correlation when
deviations are taken from Assumed
Mean
Rank Correlation
coefficient