Experimental variable o Represents the proposed cause and is controlled by the

Experimental variable o represents the proposed cause

This preview shows page 3 - 6 out of 8 pages.

- Experimental variable o Represents the proposed cause and is controlled by the researcher by manipulating it - Test-market o An experiment that is conducted within actual market conditions The Marketing Research Process - Research objectives - Design o Master plan that specifies procedures for collecting analyzing information o Basic techniques for descriptive / causal research Surveys – telephone, internet, mail, in-person Experiments, secondary data, observations - plan sample o procedure that draws conclusions based on measurements of a portion of population o who to sample? Target population. What size? Random sample? Cluster sample? - collect data o Unobtrusive methods – don’t have to be disturbed – mystery shop o Editing and coding – checking data for omissions, legibility, consistency in classification
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Data must be coded to become useful - analyze data o applications of reasoning to understand the data that has been gathered frequency distributions, cross-tabulations - formulate conclusions o speak directly to the research questions developed in the early phases of the research project and should fulfill the deliverables promised in the research proposal - prepare report - Research objectives o The goals to be achieved by conducting research - Deliverables o The consulting term used to describe research objectives to a research client - Research proposal o A written statement of the research design emphasizing what the research will accomplish. (background, objectives, methodology, timing, costs) Theory - A formal, logical explanation of some events that includes predictions of how things relate to another. Ex. Impact of vanilla at retail, product favourability/sales Hypotheses - A formal statement explaining some outcome - Must be testable. Empirical Testing - Something has been examined against reality using data Research Project - A single study that addresses one or a small number of research objections o Uses specific techniques for solving one-dimensional problems, such as identifying market segments, selecting the best packaging design, or test-marketing new product Research program - Numerous related students that come together to address multiple related research objectives - Because research is a continuous process, management should view marketing research at a strategic planning level CH3 1. Know when research should be conducted externally and when wen it should be done internally o In-house research Fast, collaboration between employees, cheaper, secrecy o Outside agency Fresh perspective, more objective, specialized research, custom research Employee satisfaction, bad product idea 2. Career paths o Director of Market Research, Research analyst, research assistant, Manager of DS, Forecast Analysts
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Cross Functional Teams – individuals from various functional areas such as engineering, production, finance, and marketing who share a common purpose - Provides focus for core business processes - Prevents employee isolation, better communicates customer’s desires 3. Ethics o Marketing ethics The application of morals to behaviour related to the exchange environment o Moral standards Principles that reflect beliefs about what is ethical and unethical o
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