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4 Conducting

Marketing

Research

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What is Marketing Research?

Marketing research is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.

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The Marketing Research Process

Define the problem

Develop research plan

Collect information

Analyze information

Present findings

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Step 1: Define the Problem

 Define the problem

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Data Sources

Internal External

Secondary Data (Already Exists)

Primary Data

(Freshly Gathered

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Types of Research

Exploratory

Descriptive

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Step 2: Develop the Research Plan

Data Sources

Contact Methods Research

Instruments

Sampling Plan

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Focus Groups

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Question Types - Dichotomous

In arranging this trip, did you contact American Airlines?

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Question Types – Multiple Choice

With whom are you traveling on this trip?

 No one _Spouse

_{Spouse and children} _{Children only}

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Question Types – Likert Scale

Indicate your level of agreement with the

following statement: Small airlines generally give better service than large ones.

 Strongly disagree _Disagree

_{Neither agree nor disagree} _Agree

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Question Types –

Semantic Differential

American Airlines

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Question Types –

Importance Scale

Airline food service is _____ to me.

 Extremely important _{Very important}

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Question Types – Rating Scale

American Airlines’ food service is _____.

 Excellent _{Very good} _Good

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Question Types –

Intention to Buy Scale

How likely are you to purchase tickets on American Airlines if in-flight Internet access were available?

 Definitely buy

_{Probably buy} _{Not sure}

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Question Types –

Intention to Buy Scale

How likely are you to purchase tickets on American Airlines if in-flight Internet access were available?

 Definitely buy

_{Probably buy} _{Not sure}

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Question Types –

Completely Unstructured

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Question Types –

Word Association

What is the first word that comes to your mind when you hear the following?

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Question Types –

Sentence Completion

When I choose an airline, the most important consideration in my decision is:

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Question Types –

Story Completion

“I flew American a few days ago. I noticed that the exterior and interior of the plane had very bright colors. This aroused in me the

following thoughts and feelings.” Now complete the story.

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Sampling Plan

 Sampling unit: Who is to be surveyed?

 Sample size: How many people should be surveyed?

 Sampling procedure: How should the respondents be chosen?

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Contact Methods

Mail Questionnaire

Telephone Interview Personal Interview

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Pros and Cons of

Online Research

Advantages  Inexpensive  Fast

 Accuracy of data  Versatility

Disadvantages

 Skewed samples  Technological

problems

 Inconsistencies

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What are Marketing Metrics?

Marketing metrics are the set of measures that helps marketers quantify, compare, and

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Table 4.4 Marketing Metrics

External

 Awareness

 Market share

 Relative price

 Number of complaints

 Customer satisfaction

 Distribution

 Total number of

customers

 Loyalty

Internal

 Awareness of goals

 Commitment to goals

 Active support

 Resource adequacy

 Staffing levels

 Desire to learn

 Willingness to change

 Freedom to fail

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