MKTG352 Marketing Research
Summer 1 2011 Meredith E. David
The Marketing Research Process
The Marketing Research Process Steps 1. Problem Definition 2. Research Design 3. Sampling 4. Data Gathering 5. Data Analysis 6. Report Preparation
Exam #2 Study Guide: Chapter 9: Validity of a rating scale: the extent to which a rating scale is a true reflection of the underlying variable being measured Reliability of a rating scale: measures how consistent or stable the ratings generated by the sca
Exam One Review
Chapter One o Marketing Research is the set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data to aid marketing decision makers. MR helps but does not replace decision making 3 Roles of
Chapter 7: Qualitative Research
Qualitative Research involves collecting, analyzing, and interpreting data that cannot be meaningfully quantified, that is, summarized in the form of numbers o Exploratory research o Initial understanding of the problem an
Nature and Scope of Secondary Data
What is a Literature Review?
A literature review is a comprehensive examination of available information that is
related to your research topic
Reasons for Conducting a Literature Review
Clarify the research problem an
MKTG 352 Homework Assignment #2
Due 5 pm. Friday March 20
ANSWERS ALL ON THE FINAL 2 PAGES!
What make a question bad? Develop 3 examples of bad questions. THEN
rewrite your examples so they could be judged as good questions.
A market researcher is p
Ch. 1 and Ch. 10, pg.
Marketing research defined
(by practitioners (AMA):
Links the organization to its
markets through gathering
Marketing Research Defined
A little more narrowly defined:
Process of designing, gather
Overview of Data
Preparation and Analysis
Suppose you are interested in finding
the satisfaction ratings for an online
movie streaming service, Movies Now,
and whether consumers use their TV vs.
Computer to access it.
You administer a sur
Descriptive and Causal Survey
Quantitative methods of collecting
primary data involve much larger
When you want to know who, what, where,
when and how for your target population and
How Companies Learn Your
Overall thoughts re: article
What goal did Target approach Andrew
Discuss the maarketing research
conducted by P&G re: Febreeze
How did Target determine the best
method to get its advertisemen
1. Select a company in a field in which you have a career interest and look up information
on this firm in your library or on the Internet. After gaining some knowledge of this
company, its products and services, customers, and competitors, l
The Importance of Sampling
Amazon is interested in whether e-book
readers have caught on with consumers
who are avid readers. Hence, Amazon
decides to conduct a study.
Sampling: A Definition
Sampling:The selection of a
Overview of Qualitative and
Methodsresearch: Places heavy
emphasis on using formal standard questions
and predetermined response options in
questionnaires or surveys administered to
large numbers of re
Amazon is interested in whether e-book readers
have caught on with consumers who are avid
readers. Hence, Amazon decides to conduct a study.
The Importance of Sampling
" .' 1:15.;232
Two important questions come to mind about
Two basic types:
Probability Sampling: Each sampling unit has a known
chance (probability) of being included in the sample.
n 5.9. i know the probability of each passenger from
Southwest's list of l0,000 cvstomers being Inclu
Sampling Designs \ F) ' s.
- - - ~- 4 aircramz.
Two bculc types:
Probablllty Sampllngi Each lampling unll hm a known
chance (probobillly) 0! being included in the Iomplo.
- 94 I know lho probabllliy of tech pnuongor from
Souihwur's iln ol
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- Scale measurement: Issues, development of scales,
. . 7,
Construct: A hypothetical varlable made up of a set
of component responses or behav
Determining Sample Size
50 how large should the sample be?
Sample size depends on how precise the estimates
should be and how many funds are available to the
Probability and Nonprobability designs.
Sample size determination
5w " ' ' ' it" .:,' "3'11:1,:2_f\=!3.';i&i'im
Scale measurement: issues, development of scales,
Scale Development SecAd Editbk?
*r -'~- I. - 'r cfw_raw-"a
' So you have come up with your questions. But is this 0 SCCNG '
Descriptive and Causal Survey Research D .
_ cfw_SCf ' l 0"
Quantitative methods of collecting primary data
involve much larger samples
Used in survey designs for descriptive and causal
Chapters l to 5
Chapter 7 (pp. 161-l64)
Chapter 1 1 (pp. 268-274)
We did NOT cover Ch. ll (pp 284-287), so those
pages will not be in the exam
Lecture Slides: If it was covered in class, it will come
in the exam
Descriptive and Caus
Exam 2 Notes
Measures of central tendency
describe the most typical response to a question- sometimes-called outlier values
Measures of variability
- St. dev
Identify the type of scale (NOIR) for each question.
1. Which of these media do you rely on the most for news?
AM Radio (2)
FM Radio (3)
2. Wholesalers and retailers are responsible for the high cost of meat.
Water Bottle Marketing Research
Prepared for: Dr. Chen Zhou
Mary Charlotte Stalvey
Table of Contents
Table of Contents2
Import data to SPSS
Properly define variables
Descriptive Analysis of important variables
One-way tabulation: Categorization of single variables in study;
Illustrate one-way tabulation by constructing a one-way frequency
table; Used to calculate summa
Marketing Research on the Reusable Water Bottle Industry
MaryClaire Murray, Mary Charlotte Stalvey, Ryan Fink, and Daniel Hooks
Main Research Objective - Find out what factors influence college students to purchase a
particular water bottle brand over ano
Data Coding for Water Bottle Preference Survey
By: MaryClaire Murray, Mary Charlotte Stalvey, Ryan Fink, and Daniel Hooks
Question 1: How often do you use a reusable water bottle?
A couple times a month=2
Once a week=3
2-3 times a week=4