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Chapter 4 Determining Research

Needs and Resources

If you want to know what consumers want, ask. That’s the foundation of

consumer research, and that’s where true wisdom lies. The trick is knowing what questions to ask. And knowing how to

listen to the answers.

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Importance of Marketing Information

Data InformationData

Information

Data：Original, Numbers, Words, Descriptions

Information：Systematic, Precise, Reference Value for Management

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data information knowledge wisdom

Importance of Marketing Information

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Typical decisions and questions addressed by research

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Cont.

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Process of Traditional Marketing Research

Exploratory

Research

Descriptive

Research

Causal

Research

GoalMarketing Situation

Method

Totally new Describe basic background

More flexiblee.g., interview, focus group

Have some ideas

Large-scale profile Survey

Causal relationship between variables

Manipulate Experiments

affect affect

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Research Characterized by Stages in the Process

Formative research

Analyze the marketing environment, select target markets, and develop preliminary strategies to address chosen markets

Pretest research

Evaluate a short list of alternative strategies and tactics; assure that chosen strategies and tactics have no major deficiencies

Monitoring and evaluation research

To improve efficiency and effectiveness

Monitoring: measuring program outcomes; evaluation: final assessment of a project

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Research Characterized by Source

Primary Data

When data is not available, and must be obtained through some form of data collection.

Secondary Data

When data exists and is available through a variety of sources (i.e. internet, publications, government records, etc.)

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Methods for Developing Primary Data

DataQualitative?

Quantitative?

Focus Groups

ObservationInterviews

Panels

Surveys

Experiments

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Focus group research

Interview

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To save time and money, social marketers are strongly encouraged to first explore sources of secondary research.

Peers and colleagues are the best resources.

Social marketers are known to rally around social issues and to treat each other as partners and team players.

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Typically questions to ask:

What target audiences did you choose? Why? Do you have data and research findings that profile these audiences?

What would you do differently?

Are there elements of your campaign that we could consider using for our program? Are there any restrictions and limitations?

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Differences between Qualitative and Quantitative Research

Qualitative:

Exploratory, seeking to identify and clarify issues

Small sample size

Findings are not appropriate for measurement or projections to larger populations

Quantitative

Reliably profile markets, predict cause and effect, and project findings.

Large sample size

Surveys are conducted in a controlled and organized environment

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Survey techniques

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items Postal telephoneFace-to-

face

costs L L-M H

speed S F M

Ability to deal with difficulties

L M H

Sample control L M-H M-H

Amount of data collected

L L-M H

Data accuracy L L-M M-H

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Validity and reliability

validity：are we measuring what we really want?

e.g., marketing management exam question:

How many calorie should a child absorb a day?

The question above appears to have low validity becauseit cannot really evaluate students marketing managementKnowledge.

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Measuring Validity

Which of the following questions can have better validity for measuring the「brand loyality」

1. I will buy this brand again next time.2. I will recommend this brand to my friend.3. I will tell the manufacture about other people’s views on using this brand.4. Next time, this brand is my first choice.5. I ‘d like to understand how this brand is run.

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Measuring reliability

reliability：can we steadily and consistently measure our result?

e.g. Measure our weight in every 10 Seconds。。。First time：58 KgSecond time：53 KgThird time：56 Kg

The results differ too much, meaning that the reliability of the scale is apparently low.

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Sampling

A good sample should represent a

population.

sample Population

represent

What is “representative”？e.g., eating a buffet

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Sample representation

Decide sample and sampling method

Population

Sample & population are similar- meaning ‘representation’。

SampleM: 56% F: 44% M: 54% F: 46%

Youth: 26% middle aged: 35% old aged: 39%

Youth: 25% Middle aged: 35% old aged: 40%

Northern part: 40% Southern part: 40% Eastern part: 20%

Northern part: 38% Southern part: 43% Easter part: 19%