http://www.youtube.com/watch?v=C4Rq8G10xOg
http://www.youtube.com/watch?v=cX88ia-4-6o
http://www.youtube.com/watch?v=R4crrQnBifg
http://www.youtube.com/watch?v=K5q53GYXEqc
Tuesday, February 26, 2013
An overview of marketing research
http://www.youtube.com/watch?v=C4Rq8G10xOg
http://www.youtube.com/watch?v=cX88ia-4-6o
http://www.youtube.com/watch?v=R4crrQnBifg
http://www.youtube.com/watch?v=K5q53GYXEqc
Sunday, February 17, 2013
WEEK 5 LECTURE NOTE
What is Qualitative Research? Qualitative research is
designed to reveal a target audience’s behavior and thoughts about certain
topics and issues. This type of methodology tends to study small groups of
people in-depth to uncover, support, or construct a hypothesis. Qualitative
Research is descriptive and utilizes data collections methods such as focus
groups, individual depth interviews, observations, ethnographies, and online
tools such as blogs etc.
Quantitative research is referred to as survey research,
qualitative research involves collecting, analyzing, and interpreting data by
observing what people do and say.
Data
Collection Techniques
·
Observation
method-Researcher relies on what he or she rather than
communicating with others to get information. There are several types of
observations: Direct/Indirect,
disguised/undisguised, structured/unstructured and human/mechanical.
·
Direct/indirect-
direct
observation is observing behavior as it occurs to record. Indirect observation
examines the effect or result of the behavior rather the behavior itself this
included archives and physical traces.
ü Achieves
are secondary sources such as historical records that can be applied to present
behavior.
ü Physical
traces are tangible evidence of some event.
·
Disguised Observation is when the subject is
unaware that he or she is being observed. For example mystery shoppers.
·
Undisguised observation is where the respondent
is aware that he or she is being observed.
·
Structured/unstructured-structured observation technique
is used when the research identify which behavior he or she is observing and
recording. A standardized observation tool is constructed.
·
Unstructured observation has no set behaviors a
research will observe and record. Usually the observer take field notes on what
is interesting and relevant to his or her research question.
·
Human/ mechanical observation- human observers
are the researchers, sometimes human observers are placed with an observation device.
Focus Group
·
Focus
Groups- are very popular method used in qualitative research.
Usually focus groups consist of small group of homogenous (similar) people who
come together to discuss an issue. The purpose of these groups is to gain
information on relevant to the research problem.
·
There are some disadvantages and advantages to
using focus groups. The major advantages of focus groups are that they:
ü They
generate fresh ideas
ü They allow
client to observe participants
ü They
may be direct at understanding a wide variety of issues as reactions to new
food product, brand logos, or television ads.
ü They
allow fairly easy access to special respondents group.
·
The disadvantages of using focus groups are that
they:
ü No
representative samples
ü Its can
be difficult to interpret the results of focus groups
ü The cost of participants can be high
ü
In-depth
Interviews
·
Depth interviews are defined as a set of probing
questions posed one on one with an interviewer and participant the purpose of
this study is to gain an idea of what participants thinks and feels about a
certain product or service.
Ethnography
Research
·
Ethnography research is a method barrow from
anthropologist it is a detail description study of a group and its behavior,
characteristics, culture, and so on.
Tuesday, February 12, 2013
Tuesday, January 29, 2013
Summary Lecture Notes week 4
Week 4 Lecture Notes:
What is standardized information, standardized information is secondary data that is available to everyone. There are two types of standardized information: Syndicated Data and Performer Q.
· Syndicated Data are data that are collected in a standard format and made available to all subscribers. Example Q score or IMBD (see page 178).
· Standardized Service refers to a standardized data marketing research process that is used to generate information for a particular user (see page 179).
What are some of the advantages and disadvantages of using this type of data with marketing research?
Syndicated data
Advantage
· Shared cost
· Data are disseminated/processed very quickly
Disadvantages
· Buyers have little control over what data is collected
Standardized service
Advantages
· Taking advantage of the experience of the research firm conducting the research (researchers are experienced in a particular process.)
· There tend to be a reduce cost with this type of research
· This type of research service tend to be speedy
Disadvantages
· The research is not customized
· Lack of knowledge about client industry
What is standardized research used for?
· Measuring consumer attitudes and opinion polls. First the martiz poll is conducted on American and European consumer on a variety of topics. These are usually free to anyone and these are often published on media outlet such as CNN headline, News, and associated press. Let’s review the different polls on pages 180 and 182.
· Defining Market Segments focuses on customers sharing certain characteristic such as age, income, and gender.
· Conducting Market tracking-tracking studies we mean studies that monitor or track a variable over time. This is usually done when a firm wants to track sales overtime. Nielsen is an example of this further detail let’s look at this (191)
· Monitoring Media Usage and Promotion Effectiveness this is usually used when we want to see how well or business is doing, this measure included effectiveness, readership, listenership( all mass media) Nielsen Television Index focused on T.V rating.
Single Source Data
Single source data are recorded continuously from a panel of respondent to measure their exposure to promoting material usually, TV and store promotions, and it measures buying behaviors.
Single source data are date that contains information on several variables such as promotional messages exposure, demographics, and buyer behavior. This type of information can help managers determine causal relationships between types of promotions and sales.
Tuesday, January 22, 2013
Marketing Research Stage 1 Homework Assignment Due January 29, 2013
Marketing Research Stage 1 Report
Due Feburary 5th, 2013 please print a copy and email a copy to SHARDAELC1821@gmail.COM with your first and last name and stage1 report in the subject line.
Directions
After reading the lecture notes for week 1 you will began to think about what you want to study. What is the problem you wish to solve or learn about? What are you objective( what do you plan to do to solve or learn more about the problem). The idea of this study is to expand our knowledge about a specific product and what people think about it or what peoples' experiences are with a specific product or service. For this assignment you are required to write 1 page paper on what you wish to study. You will be following steps 1-3 in lecture notes for chapter 2. You will explain why you wish to study this product/service, what your objective are(what you wish to achieve or learn more about) and why it is important to you and the customer (this will require you to conduct a little research on the product/services often called secondary data analysis). Don’t be intimidated we will be working on this together during class for next week.
Short sample Samsung Galaxy vs. Apple IPhone.
The smartphone has become a very popular choice for cell phones in our society. In particular, the iPhone is among one of the more popular choices, almost everyone has an iPhone. In the last few years there has been six generations of the iPhone: original iPhone, iPhone 3gs, iPhone 4, iPhone 4s, iPhone 5. According to the Washington post 85 million iPhones in the U.S has been sold since the iPhones launch back in 2007. (Defining the need for research). I am very interested in understand why these phones have become a popular alternative to other smartphones. I want to understand why consumers choose the iPhone over the Samsung galaxy. (Defining the problem). Ultimately my study will help Samsung improve the Galaxy. My study will be a marketing research customer stratification study.
Summary Lecture Notes For Week Two
Lecture Notes Week 2
· Research Design is the process of determining how you will collect information and analyzing data gather for your study. Having a good research design is important to have good data and findings.
· Your research objective (what you plan to do) and research problem (what needs to be study) will help you determine how to design your research study and what methods and procedures to use.
· There are three types of research designs: exploratory, descriptive, and causal. Again your research design is determined by your research objective.
· Research has three objectives: to gain background information and develop hypotheses, to measure the sates of a variable of interest, or to test hypotheses that specify the relationship between two or more variables.
· Research design is also dependent on how much we know about our problem and research objective.
Exploratory research
· Exploratory research is the most commonly unstructured, informal research that is used to gain background information about the general nature of a research problem. Unstructured literally mean that the research changes as we gain knowledge and information. It’s informal because there are no set research objectives, sample plan, or questionnaire (Burn&bush, 2009). Exploratory research can be conducted by observing a situation or even by reading a magazine or watching a show (content analysis).
· This type of research is conducted when the research doesn’t know that much about a research problem and needs additional information or wants new or recent information about a problem.
· What is exploratory research used for? To gain background information, to define terms, to clarify problems and hypotheses, and to establish research priorities ( Burns&Bush, 2009).
· How is exploratory research conducted? What are the methods?
ü Secondary analysis is the process of searching for and interpreting existing information on the problem in your research study.
ü Experience survey is the gathering of information from those who have knowledge and experience with the problem.
ü Case analysis is the review of available information about a former situation that has some similarity to your problem.
ü Focus groups are small groups of people who are brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem.
ü Projective techniques explore hidden consumer motives for buying goods and service by asking participant to project themselves into a situation and then to respond to specific questions regarding that situation. By talking about others respondents my give us information about themselves.
Descriptive Research
· Descriptive research is used to obtain answers to questions of who, what, where, when, and how. In marketing terms this type of research is used when we want to know who customers are, what brand they buy and in what quantities, where they buy the brand, when they shop, and how they found out about our product.(Burn&Bush, 2009).
· Descriptive research is used when we want to obtain information from a large population.
· Usually if descriptive research is representative (of a particular population) we are able to measure and predict some variable of interest such as sales.
· Marketing researchers use two types of descriptive research.
ü Cross-sectional studies measure units from a sample of a population at one time. For example your attitudes towards a certain commercial.
ü Longitudinal-repeatedly sample the same measure for a population at different over a time period. 50% of longitudinal studies are used in marketing research. They usually use the same people which are referred to as a panel over this period of time.
Causal Research
· Causality focuses on the relationship that variable(x) has on another variable (y).
ü Experiment studies manipulate an independent variable to see how it affect the independent variables(Burn&Bush, 2009)
ü Independent variables are variables that a research can control and wish to manipulate.(price and prestige)
ü Dependent variables are those in which we have no control over.( you can’t change human stratification with a product or level of sales)
ü Extraneous variables are those that may have some effect on a dependent variable but yet are not independent variables (Burn&Bush, 2009). Great example of page 130.
· Experimental design is a procedure of dividing and experimental setting such that a change in a dependent variable may be attributed solely to the change in an independent variable.
· Usually before measures are changed to affect the dependent variable a pre-test is given and after the independent variable has been changed a posttest is given.
· Experimental group are those who are exposed to a change in the independent variable.
· Control Group is those who are not exposed to a change in the independent variable.
· Field experiments are those in which the independent variables are manipulated and the measurement of the dependent variables is made on test units in their natural setting. Test marketing is commonly referred to experiments, studies, or test that is conducted in a field setting. (Burn&Bush 2009:137).
Sunday, January 20, 2013
Summary of Lecture notes week 1 ch. 1-4
Summary Lecture notes: Marketing Research week 1 chapter 1-4
What is marketing? Marketing is the process of meeting the needs of a business profitably. Marketing look at the needs of its consumer ( you and I). Marketers try to better understand what consumers want out of a product.
Once upon a time marketing solely focused on what consumers wanted and how to physical gives them these products. However, today marketing has a more holistic approach. Firstly, marketing research examines how it could be more competitive than others in the same field. Secondly,they identify potential customer who would benefit from a specific product. Thirdly, they look at ways to build a relationship between customer and product. Lastly, they allow customer to help them better understand what their customers want. As a result of this marketers are able to learn from the feedback that consumers give and they use that information to help provide the services.
Marketing concept is a business philosophy used by marketers to deliver products. The philosophy argue that the key to having a successful business is being more effective than competitors in creating, delivering, and communicating customer value to its specific market target( this can be a certain age group, race/ethnicity, gender, income level, and education level to name a few).
Marketing Strategy- is when a company selects a specific group as its marketing target (in other words these are the people who marketers want to buy their products). Once a specific marketing target is reached business, design the proper “mix” of product/service, price, promotion, and distribution system to meet these wants and needs of consumers in that specific target market. (Burn bush 2009; 9).
Now that we know a little bit about marketing what is the relationship between marketing and marketing research?
First, what is marketing research? Marketing research is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem. Market research links the consumer, customer, and public to the marker (Burn Bush 2009:9).
What is the purpose of marketing research? Marketing research help business sell their products and become more competitive than other business selling and providing a similar service. Marketing Research help business make decisions about their product and services; the purpose of marketing research is to identify opportunities and problems (you can view the presentation to see the list).
For the purpose of this class we will be doing our research report on monitoring Marketing performance. Studies that fall within this aspect of marketing included image analysis, tracking studies, customer stratification studies, employee stratification studies, distributor studies, and website evaluation (Burn&Bush 2009:14).
Chapter 2 Explaining the marketing research process
There are 11 steps to the marketing research process (please see page 24 or the lecture slides for ch2). Please make sure you know the 11 steps they will be on your midterm. The first step in the marketing research is establishing the need of marketing research. Most of the time marketing research is needed when managers must make a discussion but do not have enough information to make a decision that where marketing research step in. We provide business with this information.
-The next step, step 2 is defining the problem. In a business the manager must define the problem and marketing researchers must also understand the underlining when there is a problem with marketing a product or service.
-Step 3 is establishing the research objectives; ask you what information is needed in order to solve the problem. An example of these questions and objective might be. “I will determine why more students at noble buy iPhone instead of the Samsung galaxy.”
-step 4 is determine the research design, we have gotten here yet but you might want to start thinking about what type of research design is need for your report. Is it a focus group, in-depth interview, or a survey?
-Step 5 identifies information types and sources. Will your study be using primary data or secondary data (know what each of these is for the quiz.) Primary data information that is collected from the target group and secondary data is information that had already been collected from a specific group.
Step 6-11 will be discussed throughout the course.
Chapter 3 describing the characteristics of the marketing research industry
The most important information in chapter 3 is the ethics when doing research section. Make sure you know these terms.
Sugging refer to selling under the guise of a survey (Burn&Bush, 2009).
Frugging stands for fundraising under the guise of survey (Burn&Bush 2009).
Research Integrity defined as performing research that adheres to accepted standards (Burn&Bush; 2009)
Confidentiality is very important in research, confidentiality means that research know who respondents are but does not identify the resident to a client by any information gather during a study (Burn&Bush;2009)
Chapter 4 Defining the problem and determining research objective
Hypotheses are sometime developed to help the researcher come up with the research objectives.
Hypotheses are statements that are taken for true for the purpose of an argument or investigation. A hypothesis could be “Samsung must develop “face time” for their cell phones in order to get more customers to buy their product.”
Another thing to note that not all research are conducted using a hypothesis sometimes research questions are used. For example, “What must Samsung do in order to get more people to buy the Samsung galaxy?”
Your research question or hypothesis will help you formulate the type of questions asked during your data collection process. It will also help you determine who and how you will get this information.
Operational definition help use define what our construct “problem “is and how we will measure this.
At the end of stage 3 you will have created a research proposal. In this proposal you will state the problem, you research objectives, your methods in collecting data, and timetable and proposed budget.
We will be going over chapter 4-6 this week.
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