Chapter 8 Marketing Research and Information System.

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Presentation transcript:

Chapter 8 Marketing Research and Information System

Chapter Outline Nature of Marketing Research Marketing Information Sources Secondary Research - Private Sources -Public Sources Primary Research Sampling

Chapter Outline Basic Methods of Data Collection -Observation -Questioning Measurement -Conceptual Equivalence -Instrument Equivalence -Linguistic Equivalence -Response Style -Measurement Timing -External Validity

Chapter Outline Marketing Information System -System Development -Desirable Characteristics -Subsystems

Marketing Research Systematic gathering, recording, and analyzing of data

Marketing Information Sources Primary data - information collected firsthand to answer specific, current research questions - advantages: specific, relevant, and up-to-date information - disadvantages: high cost and amount of time

Marketing Information Sources Secondary data - information already been collected for other purposes - advantages: lower cost and time - disadvantages: less meaningful data

Basic Methods of Data Collection Observation - advantages: more objective data - disadvantages: not as versatile, higher cost, and more time Questioning - advantages: versatility, speed (time), and cost - disadvantages: less objective data

Measurement Reliability - instrument yielding consistent results Internal Validity -instrument measuring what it is supposed to measure External Validity -ability to generalize research result to other populations

Measurement Issues Conceptual Equivalence -a concept being interpreted in the same manner in various cultures Functional Equivalence -an object performing the same function in various countries Definitional or Classification Equivalence -an object being defined or classified in the same way in various countries

Measurement Issues Instrument Equivalence -emic instrument: instrument designed to be used in only one culture -etic instrument: instrument designed to be applied in various cultures Linguistic Equivalence -translation that is equivalent to the original language

Measurement Issues Response style -acquiescence -extreme responding -use of the middle response category on the rating scales -socially desirable responding Measurement Timing -simultaneous -sequential -independent

Translation Techniques back translation parallel-blind translation committee approach random probe decentering