Chapter 29 – Conducting Marketing Research

5 Steps for Conducting Marketing Research

1. ______the Problem

2. Obtain Data

3. ______the Data

4. Recommend Solutions to the Problem

5. Apply the Results

Step 1: Defining the Problem

occurs when a business clearly identifies a ______and what is needed to solve it

Step 2: Obtaining Data

  • Primary Data - data obtained for the ______and used specifically for the particular problem
  • Secondary Data - data ______for some purpose other than the current study

Secondary Data Sources

Internet Sources - many free and fee based sites (Hoover's, ______Dow Jones)

Specialized Research Companies - companies that ______and reports to businesses (Mediamark Research Inc. (MRI)

Business Publications and Trade ______- good sources of secondary data

Business Publications -Forbes, ______

Trade Organizations - American Marketing Association, Advertising Research Foundation

U.S. and State Government Sources - data collected by U.S. and state ______provide a huge amount of information (United States______, Small Business Administration, ______Statistics)

Secondary Data:

Advantages: Time; ______

Disadvantages

  • Existing data might not be ______
  • May sometimes be inaccurate (US census - every ____ years)

Sources of Primary Data

1. Survey method

2. ______method

3. Experimental method

Survey Method - research technique in which information is gathered from people through the use of surveys or ______

  • If the entire population is surveyed - ______
  • Sample - ______of the target population that represents the entire population

Internet, Mail, and Telephone Surveys

  • ______surveys are the primary way of collecting primary data
  • E-mail surveys are sent to a sample of people who are on a list of electronic mail addresses
  • Web survey - survey uploaded to a ______
  • Mail survey - efficient and relatively inexpensive
  • Telephone survey - ______way to reach a potentially large audience (____% of households have phones)
  • ______because of Do Not Call registry rules

Interview Method

Personal Interviews - involves questioning people ______for a period of 10-30 minutes

Focus group Interview - involves ______who are brought together to evaluate advertising, product, package, or marketing strategy

Observation Method - research technique in which the actions of people ______either by cameras or by observe

______shopping - form of observation that views interactions between customers and employees (researcher that poses as a customer)

Point-of-sale Research - researchers observe shoppers to decide which one to choose as research subjects (survey ______)

Experimental Method - research technique in which a researcher observes the results of ______one or more marketing variables while keeping all the other variables constant under controlled conditions

  • (Send out direct mail some color some black and white)
  • Used ______than other methods

Step 3: Analyzing the Date

Data analysis - process of compiling, analyzing, and ______the results of data collection

Data mining - a ______process that uses statistical methods to extract new information from large amounts of data (look for ______)

Step 4: Recommending Solutions to the Problem

Conclusions from research are usually presented in an ______and detailed written report

Step 5: Applying the Results

After the research has been completed and any actions taken, businesses should carefully ______the results of those changes

Constructing the Questionnaire

Validity - occurs when the survey questions ______what was intended to be measured

______- exists when a research technique produced nearly identical results in repeated trials

Types of Questions:

Forced-choice questions - ask respondents to ______answers from possibilities given on a questionnaire (multiple-choice, ______, rating scale)

Open-ended questions - respondents construct their own ______to a question

Guidelines for Writing Questions

  • ______should be written clearly and briefly
  • Use the ______rating scale for all similar questions
  • Avoid any ______(encouraging one outcome or answer over others)
  • Avoid questions that might cause a respondent to ______at the meaning of the question

Formatting

  • No more than 2 ______ink colors and typefaces
  • Preferred color - ______and an easy-to-read font
  • Numbers should be placed on _____ individual questions
  • Vary the ______between the questions and the options
  • Directions must be ______
  • Demographic profiles should be ______at the end of a questionnaire

Administering Questionnaires

  • Response rate for most survey is ____% or less (proper administration can improve that rate
  • All survey should have ______for completions
  • All survey should include clear and concise instructions
  • Many marketing researchers offer ______(gift or chance at cash prize)