241 W12 C4 Marketing Research Part 2

241 W12 C4 Marketing Research Part 2 - Chapter 4 • ...

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Chapter 4 •  Homework Assignment #1 is due on Thursday at the beginning of class. •  1 page paper (See Blackboard for Assignment Details) •  5% point reducDon for each day late •  A new TA has been hired! A couple more to come. •  Chantel Laser (chantel.laser@gmail.com) •  Office Hours: Monday at 3:00 and Thursday at 11:00 - TNRB 689 •  Please schedule in advance. •  Women in Business Announcement Causality A causes B CorrelaDon A and B occur simultaneously • CorrelaDon does not imply causality. •  Observing that A and B happen together does not imply that A causes B. A researcher studies shoppers as they enter a retail store. She finds that shoppers who take a cart buy more than shoppers who do not. She recommends giving a cart to everyone as they enter so they will buy more. Go back to the original packaging!!!! Exploratory DescripDve Models and simula.ons Experiments Panels Surveys ObservaDon Qualita.ve Informal External Internal Secondary Primary Causal Define problem Design research project Collect data Analyze data Prepare results Define problem Design research project Collect data Analyze data Prepare results •  What is the research quesDon? This is the hardest step! CorrelaDon or CausaDon? You must idenDfy the key quesDon or problem you want answered. Define problem Design research project Collect data Analyze data Prepare results •  What informaDon is needed? Secondary Data: Previously gathered data for purposes other than the one at hand. Secondary Data •  •  •  •  •  •  •  Internal corporate informaDon Government agencies Trade/industry associaDons Business publicaDons News Media Facebook Ward Directory Rank Program Network RaDng Viewers (000) 1 AMERICAN IDOL- WEDNESDAY FOX 13.8 25,325 2 AMERICAN IDOL- THURSDAY FOX 12.4 22,482 3 HALLMARK HALL OF FAME(S) CBS 9.3 14,636 4 NCIS CBS 8.3 13,398 5 CRIMINAL MINDS CBS 7.8 12,768 6 FOX AFC- NFC PRO BOWL(S) FOX 7.7 13,406 7 BLUE BLOODS CBS 7.5 12,097 8 BONES FOX 7.2 12,049 8 TWO AND A HALF MEN CBS 7.2 11,463 10 HARRY'S LAW NBC 6.6 10,430 Define problem Collect data Analyze data Design research project •  What informaDon is needed? Secondary Data Prepare results Define problem Collect data Analyze data Prepare results Design research project •  What informaDon is needed? Primary Data: InformaDon collected for the first Dme. Can be used for solving specific problems under invesDgaDon. Three Key Types: •  Exploratory Research •  DescripDve Research •  Causal (Experimental) Research Primary Data Exploratory: Used to gain ideas and insights about the research problem Focus Groups, Interviews, ObservaDon, etc. Pros? Cons? Descrip9ve Research: Used to describe characteris9cs about the popula9on or phenomenon – who, what , where, when, how. hmps://byu.qualtrics.com Surveys, observaDons, scanner data Pros? Cons? Causal (Experimental) Research: Used to establish cause and effect rela9onships. Pros? Cons? FOCUS GROUPS §༊  For qualitative data §༊  Small moderated groups §༊  Most misused technique QUESTIONNAIRES §༊  For quantitative data §༊  Most used technique Exploratory DescripDve Models and simula.ons Experiments Panels Surveys ObservaDon Qualita.ve Informal External Internal Secondary Primary Causal Define problem Design research project Collect data Analyze data Per the research design Prepare results Asking the right quesDons is key for valid results! hmp://www.markeDngscales.com/search/search.php §༊  §༊  §༊  §༊  §༊  The likelihood that I would shop in this store is high I would be willing to buy gifts in this store I would be willing to recommend this store to friends I would like to browse around this store I would like to spend a lot of time shopping in this store Define problem Design research project Collect data Analyze data Prepare results •  Organize •  Interpret •   Draw conclusions Define problem Design research project Collect data Analyze data Prepare results •  Make acDon recommendaDons 1.  Blindly listening to research 2.  Blindly ignoring research 3.  Bias from: - - quesDonnaire flaws - - non- representaDve samples - - using wrong staDsDcal analysis Management is sDll an art ...
View Full Document

Ask a homework question - tutors are online