-led to government projects like Hoover Dam, highways3. Questionnaire Era (1920-1940)4. Quantitative Era (1940-1960) -Increased use of statistical analysis with quantitative and sampling techniques 5. Organizational Acceptance Era (1960-1980): - Increased use of statistical analysis with quantitative/sam-pling techniques
6. Technological Era (1980 to the present)- Become highly technical and specialized*Bill Gates popularized the personalized computer - Online survey 7. WhatNextafter Internet/Digital Revolution?-2030 predictions (3D printing, wireless power…)-**growing language in the next couple years: FRENCHB. Ethical Issues of Marketing Research:1. Ethical Issues between Research Suppliers (e.g., marketing re-search companies) and Buyers- Research integrity(tell the truth/the facts)-Fair treatmentof research buyers and/or suppliers - Confidentialityof the research (should remain confidential)-Society's welfare2. Ethical Issues between Researchers and Subjects- Deceptionof respondents- Anonymity- Privacy(e.g., observation)—————————- —————————————————-
DEFINING RESEARCH PROBLEMS AND RESEARCH OBJEC-TIVESA. Things to be discussed with the marketing manager to define problems1. Full sharing of background information (SWOT, 4 PS definition)2. Understand manager's circumstances, objective, and resources 3. Clarify the symptoms of the problem -low market share, decline in profit, low attractiveness4. Pinpoint the problem (causes of symptoms) -low on the 3 As, low innovation5. Specify possible solutions for the problem-for starbucks, selling wine/beer 6. Speculate on anticipated consequences of the marketing actions -if you put beer (possible liabilities, need alcohol permits,checking IDs)7. Identify the manager's assumptions about the scenario 8. Identify information gaps B. Three Steps in Formulating the Research Problem1.Specify constructs and operational definitions -what makes a good’…..“2. Identify relationships among the constructs 3. Try to connect constructs in ordered relationshipsC. Three important elements of the research proposal: 1. State marketing problems and opportunities 2. Specify research objectives(what information is necessary forsolving the problems)3. Detail the proposed research method(briefly described) ——————————————
MARKETING RESEARCH PROCESS/STEPS1. Establish the Need for Marketing Research: - Determine whether marketing research is necessary (if infois already available, marketing research is not needed!/ if tim-ing is wrong, if funds are not available for marketingresearch/if costs outweigh value of marketing research)- more availability of market information
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- Winter '15
- Marketing, Qualitative Research, focus groups