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Unformatted text preview: 1 BUAD 307 MARKETING RESEARCH Lars Perner, Instructor 1 MARKETING RESEARCH Primary vs. secondary data Advantages and disadvantages of each Marketing research tools BUAD 307 MARKETING RESEARCH Lars Perner, Instructor 2 Learning Objectives Appreciate the costs and benefits of research Appreciate the uses of both primary and secondary market research Appreciate the respective advantages and disadvantages of different primary research methods Develop an understanding of research method problems that can lead to misleading or incorrect conclusions. Understand the proper sequence of research activities. BUAD 307 MARKETING RESEARCH Lars Perner, Instructor 3 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 BUAD 307 MARKETING RESEARCH Lars Perner, Instructor 4 Two Research Methods Secondary : use of existing research already done Internal Information System contente.g., sales/order records External Government Consulting firms Newspaper and magazine articles Primary : creation of specific studies to answer specific questions BUAD 307 MARKETING RESEARCH Lars Perner, Instructor 5 Market Research Sequence Identify problem or opportunity Plan research design and collect data Specify sampling procedures Collect data Analyze data Prepare and present report Follow up Text, p. 114 BUAD 307 MARKETING RESEARCH Lars Perner, Instructor 6 Primary Research Methods Surveys Experimentation Observation Focus groups In-depth interviews Projective techniques Physiological Measures Online research Scanner data Hybrid Methods 2 BUAD 307 MARKETING RESEARCH Lars Perner, Instructor 7 Surveys Forms Mail (self-administered, single time) Mail panel (self-administered, multiple surveys administered over time) Telephone (from central location) Mall Intercept Computer/Internet Planned questions Open-ended Closed-ended Need large sample sizes for precise conclusions Problem questions Leading Ambiguous Unanswerable Two questions in one Non-exhaustivequestion Non-mutually exclusive answers SURVEY COSTS: USUALLY LOW BUAD 307 MARKETING RESEARCH Lars Perner, Instructor 8 Continuum Questions Questions rating the degree of a characteristic (e.g., agreement or product usage) tend to be more effective than binary Yes/No questions E.g., 5 4 3 2 1 Strongly Neither Strongly Agree Agree Agree Nor Disagree Disagree Disagree BUAD 307 MARKETING RESEARCH Lars Perner, Instructor 9 Some Areas Suited for Continuum Ratings Interest Purchase likelihood Satisfaction/ Dissatisfaction Brand loyalty Price sensitivity Knowledge Experience Involvement...
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This note was uploaded on 05/26/2009 for the course BUAD 307 taught by Professor Morristowns during the Spring '07 term at USC.
- Spring '07