Marketing Research

MKT 470 (lecture # 6)

Group work submission

Company profile:
organization name, years of operation in BGD Decision makers; Brief parent company detail (multinational), management structure in BGD Business size: share of the products in the BGD market as per retailer information Category/brand shares within the company What is the problem that the company is facing

Environmental context:
Buyer behaviour (need arousal, info search, evaluate alternatives, usage habit, post usage evaluation) marketing: nature of competition

Group work Submission

Problem audit Events that led to the problem Alternative solutions Importance of the problem What is your final view regarding the possible solution

Specific managerial decision problem Specific marketing research problem The visual model At least two research questions At least three hypotheses Two submissions regarding probable theory/empirical evidence ( not part of the report)

Quantitative Research
A research methodology that seeks to quantify the data and, usually applies some form of statistical analysis to understand the research problem. Surveys: Telephone interview, Personal interview, Mail interviews and Electronic interviews Diversity & Flexibility: wide variety (i.e. open ended, recall list, ranking) of questions can be asked in personal interviews Physical Stimuli: A visible stimuli to generate researchers response Sample control: Reaching the desired sample effectively and efficiently. Availability of sampling frame (a list or set of directions for identifying the target population) Response rate: % of total attempted and completed surveys that are returned. Do you give monetary incentive to increase response rate?

Quantitative research
Can you use observation as a method for quantitative research? Audit/ Trace analysis Content analysis

Surveys: Measurement & Scales

Measurement: Assignment of numbers to characteristics of research objects being studied Scaling: Generation of continuum upon which measured objects are located. Useful terms: Description = unique labels to designate each points of response in a scale. Order = the relative size or position of the response Distance = absolute differences between the scale descriptors Origin: scale has a unique or fixed beginning ( zero point)

Primary Scales of Measurement

Nominal: numbers serve only as labels or tags for identifying & classifying objects. Example: assigning unique numbers for brands, stores, gender etc. Ordinal: ranking scale that indicates relative position but not the magnitude of differences of the differences between the objects. Example? Interval: gives the relative position on the scale that represents equal values in the characteristics being measured.

Primary scales of measurement

Ratio scale: the highest level of scale, which has the properties of the nominal, ordinal, interval and additionally an absolute zero point Examples: Age, Height, Weight

Market research proposal

Official layout of the planned marketing research activity that works as a contract between a researcher and management. Proposal Components (pg. 87): Executive Summary, Background, problem definition, Approach to the problem, Research design, fieldwork/data collection, data analysis, reporting, cost & time and Appendices.

Did we do any of these?