Research Methods in Marketing (MBA 8641)

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Research Methods in Marketing(MBA 8641)

• Jeremy Kees, Ph.D.

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My Background

• MBA, Western Kentucky University
• Ph.D., University of Arkansas
• (Non-Academic) Work Experience
• E-Commerce Manager (MMG)
• Associate Consultant
• Research
• http//www85.homepage.villanova.edu/jeremy.kees/vi
  ta.pdf

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Course Overview

• Hanks Project
• Team Methodology Presentations
• Data Analysis (Output Interpretation)
• Exam

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General Course Outline

• Part I Non-data research issues
• Research Process
• Problem Identification
• Study Design
• Sampling
• Part II Data Analysis
• Crosstabs / Correlation
• Regression / t-tests / ANOVA
• Conjoint / Perceptual Mapping

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Classroom Environment

• Lots of work, but lots of class time / help from
  me
• COME PREPARED!!!!
• Speak Freely
• Bring your experiences

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Review and Overview
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Review of Marketing Management
target
market
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The External Environment
Economic Environment
Political and Legal Environment
Competitive Environment
Customer Value and Behavior
Marketing Strategy
Technological Environment
Social Environment
Natural Environment
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Marketing research is the function which links
the consumer, customer, and public to the
marketer through information--information used to
identify and define marketing opportunities and
problems generate, refine and evaluate marketing
actions monitor marketing performance and
improve understanding of marketing as a
process. - American Marketing Association
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Marketing Research Defined

• Marketing research is the systematic and
  objective
• identification
• collection
• analysis
• dissemination
• and use of information
• For the purpose of improving decision making
  related to the
• identification of problems and opportunities and
• solution of problems and opportunities in
  marketing.

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Using Information.
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The need for information

• MR focuses on the use of information as a source
  of strategic advantage
• As marketers, we should strive for a thorough
  knowledge of customers, and their attitudes,
  tastes, preferences
• We should also want to keep an eye on competition
  (e.g., benchmarking)
• This information will help us making strategic
  marketing decisions (e.g., 4 Ps)

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• To sum.the function of marketing research is to
  provide managers with information

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Users of Market Research

• Fortune-500 Firms
• e.g., Product tweeks, shelf location
• Entrepreneurs
• e.g., Market size, growth potential, viability
• And everyone in-between

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Marketing research can tell us

• How our customer service is perceived by our
  customers and what particular areas we can
  improve on or emphasize
• How customers shop and how we can adjust our
  atmospherics to maximize sales
• What new products or new product features do
  customers want
• How customers perceive us in relation to our key
  competitor (or do they even recognize us as a key
  player in the industry)
• Who our most loyal customers are and how do we
  cater to this important segment
• Who our prototypical customer is
• How can we segment the market in more manageable
  groups
• What marketing communications are most effective
  at reaching various segments of the market
• What is going to be the demand for a new product
  or an existing product in a new market
• Where should we build our next retail location
• At what price point we can maximize profitability
  and maintain consumer demand
• Which media vehicles will be most effective to
  communicate our advertising message
• Etc.

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Project vs. Info Systems

• Information Systems Approach (Ch 2)
• Ongoing decision tool
• Interactive / Non-technical models
• e.g., Retail Link
• Project-Based (the focus of this course)

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Research are spent on
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How Might Each of These Institutions Use
Marketing Research?

• An outdoor advertising firm
• A local bank
• The Los Angeles Lakers
• The Food and Drug Administration

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Marketing Research Job Titles and Responsibilities
Directors and Managers
Research Director/Vice President of Marketing
Research This is the senior position in
research. The Director is responsible for the
entire research program of the company. Accepts
assignments from superiors or from clients, or
may, on own initiative, develop and propose
research undertakings to company executives.
Employs personnel and exercises general
supervision of the research department. Presents
research findings to clients or to company
executives.
Assistant Director of Research This position
usually represents a defined second in command,
a senior staff member having responsibilities
above those of other staff members.
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Marketing Research Job Titles and Responsibilities
Analytically Skilled Methodologists
Statistician/Data Processing Specialist Duties
are usually those of an expert consultant on the
theory and application of statistical techniques
to specific research problems. Usually
responsible for experimental design and data
processing.
Qualitative Specialist Some firms have a person
specifically assigned to oversee interview
techniques and focus groups.
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Marketing Research Job Titles and Responsibilities
Analysts
Senior Analyst Usually found in larger research
departments. Participates with superior in
initial planning of research projects and direct
execution of projects assigned. Operates with
minimum supervision. Prepares, or works with
analysts in preparing, questionnaires. Selects
research techniques, makes analyses, and writes
final report. Budgetary control over projects
and primary responsibility for meeting time
schedules rest with the Senior Analyst.
Analyst The Analyst usually handles the bulk of
the work required for the execution of research
projects. Often works under a Senior Analyst.
The Analyst assists in questionnaire preparation,
pre-tests them, and makes preliminary analyses of
results. Most of the library research or work
with company data is handled by the Analyst.
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Marketing Research Job Titles and Responsibilities
Data Collection
Field Work Director Usually only larger
departments have a Field Work Director who hires,
trains, and supervises field interviewers.
Full-time Interviewer The Interviewer conducts
personal interviews and works under direct
supervision of the Field Work Director. Few
companies employ full-time interviewers.
Support Staff
Tabulating Clerical Help The routine,
day-to-day work of the department is performed by
these individuals.
Librarian The Librarian builds and maintains a
library of reference sources adequate to the
needs of the research department.
Clerical Supervisor In larger departments, the
central handling and processing of statistical
data are the responsibility of one or more
Clerical Supervisors. Duties include work
scheduling, and responsibility for accuracy.
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For Next Week.

• Reading
• Skim Chapters 1 and 2
• Read Chapter 3
• Andreasen, Alan R. (1985), Backward Marketing
  Research, HBR, May/June, 176-182.
• Think about forming your groups
• Think about Hanks line extension