Marketing Research DR. DAWNE MARTIN MKTG 241 FEB. 15, 2011 Marketing Research Process of defining a marketing problem or opportunity, collecting and interpreting information and acting on information to improve chances of success Types of information gathers Primary – data gathered for this purpose Secondary Why use it? Investigate feasibility Identify target market(s)? Identify and define value proposition Identify competitive advantage Better position your business for success How Do You Develop Research Define the problem you wish to investigate Develop the methodology best suited to studying your problem Questionnaire (survey) Focus groups – informal interview sessions with 6 or more participants Depth interviews – detailed individual interviews Voice of the customer --- depth interview designed to identify numerous issues, problems, needs of group of customers Fussy Front-End Methods – use of motivational or projective techniques to uncover what makes a customer happy or frustrates them Observation Ethnographic research Identify the population you wish to study Identify a method of sampling Pilot survey Random sample Quota sample (percentages based on defined characteristics) Research Design (continued) Identify method of data collection Personal interviews – mall intercept Telephone Online Mail Identify information needed Design questionnaire Collect data Analyze data Interpret results Questionnaire Design Issues One page – front and back Begin with a purpose statement Why are you collecting the data? How will is be used? Provide guarantee of anonymity and confidentiality (aggregation of data)? Questions should include Demographics Identify alternatives your customer might use now Customer attitudes, perceptions, satisfactions or dissatisfactions with current alternatives What you believe will create value for your customers What you believe will create competitive advantage for your customer Thank participant for assistance Questions Design Keep it simple & focused on what you want to know Be short and to the point Be sure that the question is clear to the customer Focus on your vocabulary, spelling and grammar Clearly state the criteria for choosing between alternatives Don’t ask participant to make generalizations, be overly specific or recall too much Ask about one thing at a time Watch out for “loaded” or leading questions Number your questions for easy of scoring your data Types of Questions Lists of options or preferences Verbal or numeric scaling Provide instructions for questions Multiple choice questions (multiple and single response) Scale Questions – to determine position on topic Likert - Strong agree- strongly disagree Verbal frequency – Always – often-never Ordinal scales Forced rankings Paired comparison Comparative Semantic differential Adjective checklist Fixed sum scale Multiple rating matrix Basic Attributes of Questions Basic attributes of questions Focus Brevity Clarity Expressing questions Vocabulary Grammar Bias and Error Unstated criteria -- How important is it for stores to carry a large variety of different brands of this product? Inapplicable questions Over-demanding recall – What small appliances, such as countertop appliances have you purchased in the past month? Over-generalization – should be a policy, strategy or habitual behavior Over-specificity – actual or precise response – When you buy fast food, what percentage of the time do you order each of the following type of food? Ambiguity of wording – using words that mean different things to different people – dinner vs. supper Double-barreled questions – Do you regularly take vitamins to avoid getting sick?