F10+MKTG+3104+Student+8.+Marketing+Research+ppt

Key questions in a critical assessment 4 can

This preview shows page 21 - 28 out of 28 pages.

KEY QUESTIONS IN A CRITICAL ASSESSMENT
Image of page 21

Subscribe to view the full document.

4. Can participants give accurate information? Will they? “Helpful” participants Memory problems Social desirability bias- give answer that you think will make you look good KEY QUESTIONS IN A CRITICAL ASSESSMENT Response Errors – respondent gives inaccurate information
Image of page 22
5. Are the findings interpreted correctly ? A. All marketing research information has error. Does the information provider acknowledge likely sources of error? Consumer Reports Money Adviser survey on coupon usage KEY QUESTIONS IN A CRITICAL ASSESSMENT
Image of page 23

Subscribe to view the full document.

5. Are the findings interpreted correctly ? B. Is correlation confused with causation? Research question: Does advertising increase sales? KEY QUESTIONS IN A CRITICAL ASSESSMENT
Image of page 24
At higher levels of advertising, sales are significantly higher (p<.05). Can you conclude that advertising increases sales?
Image of page 25

Subscribe to view the full document.

Can you conclude from the significant correlation that advertising increases sales? NO! Correlation is not causation! Advertising and sales are correlated( related). When advertising is higher, sales are higher. Why? Why are they correlated? Three options: 1. Advertising causes sales. 2. Sales cause advertising. 3. A third factor causes advertising and sales.
Image of page 26
FINDINGS “Teens who were exposed to high levels of television sexual content (90th percentile) were twice as likely to experience a pregnancy in the subsequent 3 years, compared with those with lower levels of exposure (10th percentile).” Chandra et al., Pediatrics , 2008 INTERPRETATION “Exposure to some forms of entertainment is a corrupting influence on children, leading teens who watch sexy programs into early pregnancies …researchers said on Monday.” Reuters, Nov. 3, 2008 CAUSAL OR CORRELATIONAL STATEMENTS?
Image of page 27

Subscribe to view the full document.

TAKEAWAY ON MARKETING RESEARCH Marketing decisions are based on marketing research that reduces uncertainty about marketing decisions. Know the options for research methods and types and sources of data and their limitations , so that you choose marketing research appropriate for the decision you are facing. Misinformation is worse than uncertainty. Never accept marketing research (or other important information) at face value. Ask the right questions to figure out what it is really saying.
Image of page 28
You've reached the end of this preview.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern