Session 10 - Market Research 2

Session 10 - Market Research 2 - Market Research 2 Session...

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2 1 Market Research 2 Session 10 Introduction to Marketing Professor Greenleaf Fall 2011
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2 Today’s Agenda Descriptive Marketing Research What is descriptive research? Question Wording Sampling Consumers Non-response error Brief introduction to causal marketing research: Experiments
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3 Collects information describing a topic that interests marketer: Consumer satisfaction at Toyota Perceptions of attending a Mets baseball game Attribute importance for USB flash memory Read and write speeds Security Automatic updating What is Descriptive Research?
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4 Information is often quantitative Used to test hypotheses Has recent Toyota ad campaign improved public perceptions of the company in the US? Measures marketing environment but does not manipulate it What is Descriptive Research?
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5 Surveys in Market Research Surveys are one of most important descriptive market research tools Phone Mail Web (includes smart cellphones) Personal interview Ask consumer to answer a set of specific questions, to obtain information to help address marketing problem
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6 Survey of Leisure Time WSJ 6.23.11
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7 WSJ 6.23.11
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8 Surveys in Market Research Proper survey design can make a big difference in creating successful research General objectives of survey design: Motivate people to complete survey Obtain intelligent, considered answers Design questions carefully
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9 Question Wording Poorly worded questions can make a survey useless Consumers cannot read your mind - question is only way they know what you want to measure Garbage in - garbage out
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10 What is wrong with these questions? When buying a sweater, its hard not to make a good choice” “I definitely will not refuse to attend.” “Buying a 3D television is a tough choice.”
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11 The New York Times, 7/8/94
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12 What is wrong with these questions? “Is this dishwasher well made and uses advanced technology?” “Are New York City subways safe and clean?”
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13 What is wrong with these questions? “Negative advertising in political campaigns is disgraceful.” “When I pay my electric bills, I think that big utilities have too much influence in Albany.” “Yes, I want to protect my child and buy internet filtering software.”
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14 Loaded Question from a Consumer Survey A Gallup poll sponsored by the disposable-diaper industry asked:
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This note was uploaded on 04/05/2012 for the course STERN MKTG-UB.1. taught by Professor Greenleaf during the Fall '11 term at NYU.

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Session 10 - Market Research 2 - Market Research 2 Session...

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