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Session 1 MKTG Res Intro and Approach
Session 1 MKTG Res Intro and Approach
Introduction and
1
Approach
MBS 2016
Boeing 2
Satmetrix plus 3
First, there was a flaw in the market research taste tests that were conducted:
They assumed that taste was the deciding factor in consumer purchase behavior.
Consumers were not told that only one product would be marketed. Thus, they
were not asked whether they would give up the original formula for New Coke.
Second, no one realized the symbolic value and emotional involvement people
had with the original Coke.
The bottom line on this is that relevant variables that would affect the problem
solution were not included in the research.
Definition of Marketing Research 8
Problem-Solving Research
Research undertaken to help solve specific marketing problems.
Examples: segmentation, product, pricing, promotion, and
distribution research.
LEGO: Research to understand small girls pattern of playing with toys
A Classification of Marketing Research
Marketing Research 11
Problem-Solving
Problem
Research
Identification Research
Distribution Research
Marketing Managers
Market Segmentation
Target Market Selection
Marketing Programs
Performance & Control
Marketing Research Suppliers &
Services 19
Internal suppliers
External suppliers
Full-service suppliers
Syndicated services
Standardized services
Customized services
Internet services
Limited-service suppliers
Field services
Focus groups and qualitative services
Technical and analytical services
Project Sears : Department Store Patronage
20
Project
Starbucks in Japan
Research to understand preferences of
24
Japanese customers
Acceptable Price
range 250-280
yen
Plenty of food
items on menu like
salads and
sandwiches
Packaging
Defining a Marketing
Research Problem and
25
Developing an Approach
The Problem Definition Process
Tasks Involved
Fig. 2.1
Discussion Interviews Secondary Qualitative
with with Data Research
Decision Maker(s) Experts Analysis
Analytical Specification
Objective/ Model: Research Hypotheses of
Theoretical Questions
Foundations Verbal, Information
Graphical, Needed
Mathematica
l
OBJECTIVES
BUYER BEHAVIOR
LEGAL ENVIRONMENT
ECONOMIC ENVIRONMENT
MARKETING AND
TECHNOLOGICAL SKILLS
Got Milk 31
https://youtu.be/OLSsswr6z9Y
Got Milk 32
Broad Statement
Specific Components
Components of an Approach
Objective/Theoretical Foundations
Analytical Model
Research Questions
Hypotheses
Specification of the Information Needed
The Role of Theory in Applied Marketing
Research
Research Task Role of Theory
1. Conceptualizing
Provides a conceptual foundation and understanding of the basic processes
and identifying underlying the problem situation. These processes will suggest key dependent
key variables and independent variables.
2. Operationalizing
Theoretical constructs (variables) can suggest independent and dependent
key variables variables naturally occurring in the real world.
3. Selecting a Causal or associative relationships suggested by the theory indicate
may whether
research design a causal or descriptive design should be adopted.
4. Selecting a The theoretical framework may be useful in defining the population and
sample suggesting variables for qualifying respondents, imposing quotas, or stratifying
the population
(see Chapter 11).
5. Analyzing andThe theoretical framework (and the models, research questions and hypotheses
interpreting data
based on it) guide the selection of a data analysis strategy and the interpretation
of results (see Chapter 14).
6. Integrating The findings obtained in the research project can be interpreted in the light of
findings previous research and integrated with the existing body of knowledge.
Research Questions and Hypotheses
Awareness
Understanding: Evaluation
Preference
Patronage
Mathematical Models
Y = f ( X1+ X2 ----------Xn)
Sears Project 60
Component 3
16 different product categories were selected, including women's dresses,
women's sportswear, lingerie and body fashion, junior merchandise, men's
apparel, cosmetics, jewelry, shoes, sheets and towels, furniture and bedding,
and draperies. The respondents should be asked whether they shop at each
of the 10 stores for each of the 16 product categories.
Sears Project 63
Component 4
What is the role that Marketing Research can play in helping Dell maintain
and build on its leadership position in the personal computers market?
Define the Management Decision problem facing Dell when it seeks to maintain and
build on its leadership position ?
Formulate three research questions ,with one or more hypothesis associated with each