Chapter 8 example #28158

In a decision the restrictions placed on potential solutions to a problem

the facts and figures to a problem that are divided into two main parts: secondary data and primary data.

the extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions.

a conscious choice from among two or more alternatives

involves operating computer networks that can store and process data

the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions

criteria or standards used in evaluating proposed solutions to a problem

facts and figures obtained by watching, either mechanically or in person, how people behave

facts and figures that are newly collected for the project

facts or figures obtained by asking people about their attitudes, awareness, intentions, and behaviors

the total sales of a product that a firm expects to sell during a specified time period under specified environmental conditions and its own marketing effort. Also called company forecast

Facts and figures that have already been recorded before the project at hand

specialized observational approach in which trained observers seek to discover subtle behavioral/emotional reactions as consumers encounter products in their nature use environment

1. define problem 2.determine research plan 3. collect relevant information through secondary and primary data 4. develop finding 5. take marketing actions

Set research Objectives; Identify possible marketing actions

Specify constraints; identify data needed for marketing actions; determine how to collect data

Obtain secondary data; Obtain Primary Data; Use Information technology and data mining

Analyze the data; present the findings

Make action recommendatons; implement action recommendations; evaluate the results

provides ideas about a relatively vague problem

generally involves trying to find the frequency that something occurs or the extent of a relationship between two factors

the most sophisticated, tries to determine the extent to which the change in one factor changes another

A cause and effect relationship in which one variable controls the changes in another variable.

a reciprocal relation between two or more things, ex. swamp and malaria (really caused by mosquitos)

an experimental design in which the independent variable is made to vary across >two or more groups < of subjects.

Experiment in which each subject of a >single group< receives all the variables/stimuli.

1. Concepts 2. Methods

ideas about products or services.

approaches that can be used to collect data to solve all or part of the problem

a technique to select a group of distributors, customers, or prospects and treating the information they provide as typical of all those in whom they are interested.

generalizes the results from the sample to much larger groups of distributors, customers, or prospects to help decide on marketing actions

Examples include detailed sales breakdowns by product line, by region, by customer, and by sales representative, as well as customer inquiries and complaints. Often a starting point for research

Published data from outside the organization. Examples include, US Census, Trade Association studies, business periodicals

Population poll every 10 years; Economic Census every 5 years

North American Industry Classification System

1. Tremendous time savings because the data have already been collected andpublished 2. the low cost such as free or inexpensive census reports

1. Out of date data (census every 5-10 years) 2. Definitions or categories might not be quite right 3. Data may not be specific enough

Observing people and asking them questions are the two principal ways to collect new or primary data for a marketing study. 3 main methods, Mechanical (including electronic), Personal, and Neuromarketing methods.

Ratings system for TV, Anytime Anywhere Media Measurement (A2/M2) Initiative

Personal shoppers, watching consumers in person or videotaping, Ethnographic research

use of brain scanning to analyze buying processes, mixing the study of the brain with marketing

Asking consumers to gather data. Divided into 1. Idea Generation methods and 2. Idea Evaluation Methods

Individual interview, Depth Interviews, Focus Groups

the process by which the marketing researcher tries to test the ideas discovered earlier to help marketing manager recommend marketing actions.

Computer Assisted Telephone Interviewing

allows respondent to express opinions, ideas and behaviors

require respondent to select one or more predetermined choices

five point scale using 1-2 word adjectives with opposite meanings

respondant expresses the ec=xtent to which they agree or disagree

Leading questions, Ambiguous question, unanswerable question, 2 questions in one, non-mutually exclusive answers

A sample of consumers or stores from which researchers take a series of measurements

Obtaining data by manipulating factors under tightly controlled conditions to test cause and effect, an example of causal research

independent, variables of interest, often one or more of the marketing mix elements such as price, product features, or promotion

Databases at the core where the ocean of info is collected and stored.

querying the database with "what if" questions to determine how a hypothetical change in driver such as advertising can affect sales.

Delivering results in a clear picture and if possible, a single page

1. Judgments of the decision maker (99%0 2. surveys of knowladgeable groups 3. Statistical methods

estimating the value to be forecast without any intervening steps ex.. "How many quarts of milk should i buy?"

involves starting with the last known value of the item being forecast, listing the factors that could affect the forecast, assessing whether they have a positive or negative impact, and making the final forecast

asking prospective customers if they are likely to buy the product during some future time period

involves asking the salespeople to estimate sales during a coming period

involves extending a pattern observed in past data into the future