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Marketing
Research
Essentials
6th Edition
Carl McDaniel / Roger Gates
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Chapter Directory
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The Role of Marketing Research in Management Decision Making
Problem Definition, Exploratory Research, and the Research Process
Secondary Data and Databases
Qualitative Research
Take me
Survey Research: The Profound Impact of the Internet
to MRE
Primary Data Collection: Observation
6th
Primary Data Collection: Experimentation
The Concept of Measurement and Attitude Scales
Questionnaire Design
Basic Sampling Issues
Sample Size Determination
Data Processing, Fundamental Data Analysis, and the
Statistical Testing of Differences
13: Bivariate Correlation and Regression
14: Communicating the Research Results and Managing Marketing Research
Chapter Directory
Chapter One
The Role of
Marketing Research
in Management
Decision Making
Chapter One
Chapter One Objectives
To review the marketing concept and the marketing mix.
To comprehend the marketing environment within which managers must make
decisions.
To define marketing research.
To understand the importance of marketing research in shaping marketing
decisions.
To learn when marketing research should and should not be conducted.
To learn how the Internet is changing marketing research.
To examine marketing research ethics
Chapter One
The Nature of Marketing
Marketing: “The process of planning and executing the conception,
pricing, promotion, and distribution of ideas, goods, and services to
create exchanges that satisfy individual and organizational objectives.”
Marketing
Concept
Chapter One
Marketing Research Defined
• Marketing research is the function of linking
the consumer, customer, and public to the
marketer through information.
• Also, the planning, collection, and analysis
of data relevant to the marketing decision
making and the communication of the results
of this analysis to management.
The Marketing Research Association:
Chapter One
The Marketing Research Impact
Its Importance to Management - Three Critical Functions
Descriptive:
• The gathering and presenting of statements of fact;
Diagnostic:
• The explanation of data or actions;
Predictive:
• The specification of how to use descriptive and diagnostic
research to predict the results of a planned marketing decision.
Chapter One
Return on Quality
Ensuring Management’s Continued Support
1. The quality being delivered is at a
level desired by the target market;
2. The quality level must have a
positive impact on profitability.
Chapter One
Marketing Strategy
•A plan to guide the long-term use of a firm’s resources based
on its existing and projected internal capabilities and on
projected changes in the external environment.
• The development of the means by which the firms will position
itself in the eyes of the consumer.
• Marketing research will enable the firm to determine the best
course of action to meet the strategic objectives of the firm.
Chapter One
Types of Research Studies
Research aimed at solving a
specific pragmatic problem such
as a better understanding of the
marketplace, determining why a
strategy or tactic failed, or
reducing
uncertainty
in
management decision making.
Research aimed at expanding the
frontiers of knowledge rather than for
solving a specific problem. Research
done for research sake. Universities,
and other grant recipients, often
conduct basic research. Sometimes
called “pure” research.
Chapter One
Types of Applied Research Studies
Programmatic
Research conducted to develop marketing options through
market segmentation, market opportunity analyses, or
consumer attitudes and predict usage studies;
Selective
Research used to test decision alternatives;
Evaluative
Research done to assess program performance.
Chapter One
Decision to Conduct Marketing Research
Weighing the Pros and Cons
It’s not always a good idea – or in the best interest of the business –
to conduct marketing research. Reconsider conducting marketing
research under the following circumstances:
 The resources are lacking
 The research results might not be useful
 The opportunity has passed
 The decision has already been made
 Managers cannot agree on what they need to know to make a decision
 Decision-making information already exists
 The research cost outweighs the benefits of the research
 You do not have the time to do the research right
 The research results will likely only be shelved
Chapter One
The Internet
Its Impact on Marketing Research
The Internet Impact:
Enables rapid access to information
Fosters easier executing of follow-up and longitudinal studies
Enables management to respond quickly to customers’ needs
Can dramatically reduce data collection costs
One can quickly publish, report, disseminate research results
Has transformed secondary data collection
Enables personalization of surveys & increase response rates
Facilitates quick survey response/analysis capabilities
Produces higher response rates
Ability to contact the hard-to-reach
Chapter One
The Internet
Its Impact on Marketing Research
Advantages/Disadvantages
of Internet Surveys:
Rapid development and real time reporting
Dramatically reduced costs
Ability to personalize and tailor the study
General higher response rates
Ability to reach hard to reach
Ability to change the research focus quickly
Results might not be representative of the population
Ease of use might lead to over-surveying your audience
Not everyone has Internet access or good connection speed
Chapter One
Marketing Research Ethics
Click to go the the Marketing
Research Association for
information on marketing
research ethics
• Moral principles or values generally governing the conduct
of an individual or group.
• Ethics is not a one-way relationship as all parties are
responsible for maintaining and fostering ethical standards
and conduct.
• If you are concerned about a research supplier, contact
research associations to vet suppliers.
Chapter One
Marketing Research Ethics
• Low ball pricing;
• Underpaying field services;
• Allowing bias/subjectivity;
• Abusing respondents;
• Misleading clients on costs, etc.;
• Selling unnecessary research;
• Violating client confidentiality.
Chapter One
Marketing Research Ethics
• Issue a bid when supplier has already been selected;
• Solicit free advice under the guise of a bid request;
• Make false promises to the researcher;
• Issue unauthorized requests for proposals;
• Withhold information the research supplier needs.
Chapter One
Marketing Research Ethics
• Over report hours worked;
• Falsify data or analysis;
• Use professional respondents;
• Overlook properly validating the data;
• Use others’ research as original work;
• Overstate qualifications;
• Provide staged references.
Chapter One
Respondents’ Rights
The Respondent Has the Right to:
• Choose whether to participate in the research;
• Withdraw from the research at any time;
• Be in a safe environment during the research;
• Be informed as to what the research is about;
• Be granted privacy of the research results if promised;
• Get compensated for participation when offered.
Chapter One
Issues in Research Professionalism
A style of research in which zealous political
supporters deride one candidate to lead voters to
support the other candidate. Biased polling techniques
skew respondents’ answers.
Poll
Process by which research can attaining professional
standing among research authorities as being qualified.
Chapter One
Index
Applied Research & Basic Research
Ethics in Marketing Research
Internet Issues
Marketing Research Defined
Index