Marketing Research Essentials

1
Chapter One Objectives
Chapter One
2
Marketing Strategy
Key Concepts

• A plan to guide the long-term use of a firms
  resources based on its existing and projected
  internal capabilities and on projected changes in
  the external environment.
• The development of the means by which the firms
  will position itself in the eyes of the consumer.
• Marketing research will enable the firm to
  determine the best course of action to meet the
  strategic objectives of the firm.

Chapter One
3
Types of Research Studies
Basic
Applied
Research aimed at solving a specific pragmatic
problem such as a better understanding of the
marketplace, determining why a strategy or tactic
failed, or reducing uncertainty in management
decision making.
Research aimed at expanding the frontiers of
knowledge rather than for solving a specific
problem. Research done for research sake.
Universities, and other grant recipients, often
conduct basic research. Sometimes called pure
research.
Chapter One
4
Types of Applied Research Studies
Research conducted to develop marketing options
through market segmentation, market opportunity
analyses, or consumer attitudes and predict usage
studies
Programmatic
Selective
Research used to test decision alternatives
Evaluative
Research done to assess program performance.
Chapter One
5
Decision to Conduct Marketing Research Weighing
the Pros and Cons
Its not always a good idea or in the best
interest of the business to conduct marketing
research. Reconsider conducting marketing
research under the following circumstances

• The resources are lacking
• The research results might not be useful
• The opportunity has passed
• The decision has already been made
• Managers cannot agree on what they need to know
  to make a decision
• Decision-making information already exists
• The research cost outweighs the benefits of the
  research
• You do not have the time to do the research
  right
• The research results will likely only be shelved

Chapter One
6
The Internet Its Impact on Marketing Research
The Internet Impact
Enables rapid access to information Fosters
easier executing of follow-up and longitudinal
studies Enables management to respond quickly to
customers needs Can dramatically reduce data
collection costs One can quickly publish, report,
disseminate research results Has transformed
secondary data collection Enables personalization
of surveys increase response rates Facilitates
quick survey response/analysis capabilities Produc
es higher response rates Ability to contact the
hard-to-reach
Chapter One
7
The Internet Its Impact on Marketing Research
Advantages/Disadvantages of Internet Surveys
Rapid development and real time
reporting Dramatically reduced costs Ability to
personalize and tailor the study General higher
response rates Ability to reach hard to reach
Ability to change the research focus
quickly Results might not be representative of
the population Ease of use might lead to
over-surveying your audience Not everyone has
Internet access or good connection speed
Chapter One
8
Marketing Research Ethics
Click to go the the Marketing Research
Association for information on marketing research
ethics
Key Components

• Moral principles or values generally governing
  the conduct of an individual or group.
• Ethics is not a one-way relationship as all
  parties are responsible for maintaining and
  fostering ethical standards and conduct.
• If you are concerned about a research supplier,
  contact research associations to vet suppliers.

Chapter One
9
Marketing Research Ethics
Assessing Suppliers

• Low ball pricing
• Underpaying field services
• Allowing bias/subjectivity
• Abusing respondents
• Misleading clients on costs, etc.
• Selling unnecessary research
• Violating client confidentiality.

Chapter One
10
Marketing Research Ethics
Clients Should Not

• Issue a bid when supplier has already been
  selected
• Solicit free advice under the guise of a bid
  request
• Make false promises to the researcher
• Issue unauthorized requests for proposals
• Withhold information the research supplier needs.

Chapter One
11
Marketing Research Ethics
Field Service Providers Should Not

• Over report hours worked
• Falsify data or analysis
• Use professional respondents
• Overlook properly validating the data
• Use others research as original work
• Overstate qualifications
• Provide staged references.

Chapter One
12
Respondents Rights
The Respondent Has the Right to

• Choose whether to participate in the research
• Withdraw from the research at any time
• Be in a safe environment during the research
• Be informed as to what the research is about
• Be granted privacy of the research results if
  promised
• Get compensated for participation when offered.

Chapter One
13
Issues in Research Professionalism
Push Polling
A style of research in which zealous political
supporters deride one candidate to lead voters to
support the other candidate. Biased polling
techniques skew respondents answers. Process
by which research can attaining professional
standing among research authorities as being
qualified.
Researcher Certification
Chapter One