MM 5.06 EVALUATE MARKETING
RESEARCH PROCEDURES AND
FINDINGS TO ASSESS THEIR
CREDIBILITY.
5.00 Understand Promotion
5-150 5-152 Research
 Distinguish between basic and applied research (i.e.,
generation of knowledge vs. solving a specific
problem).
 Explain why business professionals need to be able
to distinguish between good and bad research
activities.
 Research costs money and that money comes from the
company’s profits
 Investing in good research can improve the company’s
options for the future
 Bad research is a waste of money and time
Research
 Discuss limitations business professionals face
regarding applied research (e.g., time
constraints, financial constraints, complex
decision-making environment).
 Explain how researchers can create errors in a
research project.
 Discuss how interviewers contribute to errors in
research design.
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Research
 Explain how respondents contribute to errors in
research design.
 Respondents don’t always answer truthfully and
sometimes are confused by the questions
 Describe how sampling errors affect data quality.
 Picking the wrong sample means that the findings will
not properly apply to the whole population
 Discuss how non-response errors affect data
quality.
 Non-responses mean that information is missing and
can skew the results
Research
 Explain how coverage errors affect data quality.
 Coverage errors arise from failure to cover adequately all
components of the population being studied
 failure to include specified units in the conduct of a survey
(undercoverage), and inclusion of some units erroneously
(overcoverage)
http://stats.oecd.org/glossary/detail.asp?ID=466
 Describe how measurement errors affect data
quality.
 Measurement error is the variation between measurements of the
same quantity on the same individual
 Discuss how processing errors affect data quality.
 Transcription errors in recording the answers
 Improper analysis of the data collected
5-153 5-155
Questionnaires
 Identify factors that can impact respondents
when answering questionnaires (e.g.,
differences in the characteristics being
measured, response styles, ambiguous
questions, personal factors such as fatigue,
surveyor’s actions, environment in which the
survey is completed, presence of others when
survey completed, physical aspects of the
questionnaire such as spacing provided).
Questionnaires
 Explain potential problems with the
questions on a questionnaire (e.g., unfamiliar
terminology, vague or imprecise terms,
complex sentence construction, misleading
or incorrect assumptions, imprecise or
unqualified verbs, vague noun-phrases).
Questionnaires
 Describe how questions on a questionnaire should
be sequenced.
 Logically and logically grouped if dealing with multiple
topics
 With an understanding that the responder learns and
makes assumptions based on the order and phrasing of
questions
 Discuss how questions on a questionnaire should be
written to elicit valid responses.
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Clearly stated and appropriate phrasing for the audience
Mix open ended and close ended
Use skip sequencing
Avoid jargon, acronyms and technical terms
Questionnaires
 Identify factors that create a poor quality
question (e.g., unanswerable, presenting
multiple concepts within one question, leading
questions).
 Explain steps to follow to evaluate questionnaire
design.
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Will the questionnaire address the issue?
Is it clear and concise? Are the instructions adequate?
Will it elicit valid and reliable responses?
Is there any bias? Does it work for all respondents?
 Demonstrate procedures for evaluating
questionnaire design.
 “Pilot” test the survey
Questioning the Questionnaire
Page 5-155
1.
Did you detect any differences in the characteristics being measured? ___ Yes ___ No
If yes, what did you see?
2. Did you notice any differences in the response styles? ___ Yes ___ No
If yes, what did you see?
3.
Were there vague/ambiguous questions included? ___ Yes ___ No
If yes, what were they?
4. Was adequate spacing provided on the questionnaire? ___ Yes ___ No
Explain.
5. Did the questionnaire contain unfamiliar terminology? ___ Yes ___ No
If yes, what were the terms?
6.
Were any questions worded so that they were too complex to answer? ___ Yes ___No
If yes, which sentences?
Questioning the Questionnaire
7. Did you detect any imprecise or unqualified verbs? ___ Yes ___ No
If yes, what verbs?
8. Were there any vague noun-phrases? ___ Yes ___ No
If yes, what noun-phrases?
9. Were there any misleading/incorrect assumptions in the questions? ___ Yes ___
No
If yes, what were they?
10. Were the questions properly sequenced in the questionnaire? ___ Yes ___ No
Explain.
11. Were the questions written to elicit valid responses? ___ Yes ___ No
Explain.
12. Did you detect any other problems with the questions/questionnaire? Explain.
5-156 5-158 Research Considerations
 Identify characteristics of “good” marketing
research.
 Answers the question(s) for which it was designed
 Limits or eliminates bias in the answers
 Can be effectively analyzed
 Discuss the benefit of using multiple methods
to acquire data.
 Can verify results
 Some methods work better with specific types of
people
 Can reach more people
7 Characteristics of Good
Marketing Research
1. Effective marketing research uses the principles
of the scientific method — observation,
hypothesis, prediction, and testing
2. Good marketing research develops innovative
ways to solve a problem
3. Reliable marketing research uses multiple
methods to acquire data and shy away from
over-reliance on any one method
4. Savvy marketing researchers recognize the
interdependence of research models and the
data collected
7 Characteristics of Good
Marketing Research cont.
5. Smart marketers understand the relationship
between the value of information and its cost
6. Good marketing researchers show little reliance
upon glib or stereotyped assumptions made by
managers about how a market works
7. Responsible marketing research is a win-winwin situation. It shows a healthy respect for the
company, the product and the customers and
never tries to harm or take advantage of
customers
Research Considerations
 Explain why marketing researchers should
follow the scientific method to conduct their
research.
 Limits bias
 Accurate answers
 Results can be reproduced
 Describe why marketing researchers must
consider the value of information and its cost.
 Research costs money (profits)
 The cost must be justified by the results
Research Considerations
 Explain the need to evaluate the
appropriateness of marketing research for
the problem/issue identified.
 Garbage in = Garbage out, the wrong research will
result in poor answers and a bad solution
 Discuss the need to evaluate the clarity of the
research question.
 Focus on one topic per question
 Everyone should understand the question the
same way
 Must be tied to the topic being studied
Research Considerations
 Explain the need to ensure the
appropriateness of the research methodology
(study design, sampling, data collection,
measurement, and analysis) for the research
objectives/questions.
 Methods must match the respondents and
problem being addressed
 Quick and simple? More complex? Pick the
appropriate delivery method.
Research Considerations
 Describe the importance of clearly stated
findings.
 The results of the research must be understood by
those implementing the changes in the company
 Discuss the need to evaluate the
appropriateness of the conclusions and
recommendations based on the research
question/study purpose.
 Were the results logically and properly concluded
based on the research?
 Is there real data to support the findings?
Research Considerations
 Demonstrate procedures for assessing the
appropriateness of the marketing research
for the problem/issue.
 Pilot test the design and the results
 Are the findings valid and reliable?