MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 1 Marketing Research Primary vs. secondary data Advantages and disadvantages of each Marketing research tools

MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 2 Marketing Research An “investment” to reduce uncertainty Can help guide decisions on Whether to enter Product characteristics Promotional strategy Positioning Must weigh costs and benefits of research Money Time spent No perfect method— tradeoffs between methods

MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 3 Two Research Methods Secondary: use of existing research already done Government Consulting firms Newspaper and magazine articles Primary: creation of specific studies to answer specific questions

MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 4 Some Sources of Secondary Data U.S. Governent Government Department web sites Government periodicals in libraries  E.g., Statistical Abstracts Books, periodicals, newspapers Trade organizations Consultants E.g., Information Resources International (IRI), Nielsen Be weary of web sites Company sites are glorified advertisements! Anyone can publish a web site.

MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 5 Primary Research Methods Surveys Experimentation Observation Focus groups In-depth interviews Projective techniques Physiological Measures

MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 6 Surveys Planned questions Open-ended Closed-ended Need large sample sizes for precise conclusions Forms Mail Telephone Mall Intercept Computer/Internet Problem questions Leading Ambiguous Unanswerable Two questions in one Non-exhaustive question Non-mutually exclusive answers

MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 7 The Pentagon Declares War on Rush Limbaugh: Misleading Research Survey found that only 4.8% of listeners to the Armed Forces Radio Network wanted to listen to “the biggest hawk there is.” How could a survey be made to get these results? Being on the watch for misleading surveys.

MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 8 Experimentation Subjects in different groups treated differently E.g., for some, “target” product is given better shelf space E.g., some get coupon Can help isolate causes Subject is biased by questions—does not know how others are treated

MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 9 My Simulated Store… A shopper in the everyday low price condition…

MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 10 Observation Looking at consumes in the field—e.g., Searching for product category area Number of products inspected and time spent on each Involvement of others Behavior under limiting circumstances (e.g., time constraints)

MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 11 Focus Groups Groups of 8-12 consumers assembled Start out talking generally about context of product Gradually focus in on actual product

MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 12 In-depth interviews Structured vs. unstructured interviews Generalizing to other consumers Biases

MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 13 Projective Techniques Measurement of attitudes consumers are unwilling to express Consumer discusses what other consumer might think, feel, or do

MKTG 370 MARKETING RESEARCH Lars Perner, Instructor 14 Scanner Data “Household Panel” members agree to present card at purchase to link demographics and media exposure Possible to correlate conditions with purchases made: Demographics Exposure to advertising; number of exposures Sales promotion, premium, special display, special conditions for competing brand Past purchasing behavior