Principles of Marketing

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Principles of Marketing

• Marketing Research

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Purpose of Marketing Research

• Marketing Concept
• Objective is to reduce uncertainty relating

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Marketing Information System

• Assess information needs
• Develop and store information
• Evaluate and analyze
• Distribute

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The Marketing Information System (Fig. 4.1)
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Marketing Information System

• Assess information needs
• Develop and store information
• Evaluate and analyze
• Distribute

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Research Process

• Define the problem and the objectives
• Develop the research plan
• Implement the plan
• Interpret and report

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Develop the Research PlanGathering Secondary
Information
For ad, click object
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Research Designs

• Exploratory
• Descriptive
• Causal

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Develop the Research Plan Planning Primary Data
Collection
Research Approaches
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Exploratory Research

• Literature reviewssecondary data
• Interviews
• Observations

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Descriptive Research

• Literature review
• Observations
• Surveys
• Scanner data
• Panel data

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Develop the Research Plan Planning Primary Data
Collection
Contact Methods (Table 4.3)
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Causal research methods

• Criteria for inferring causality
• Experiments

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ExperimentRole of Pictures

• Question Does the use situation fit of
  pictured people in print ads affect brand
  attitudes?
• Design 2 (fit) X 2 (product) factorial design

• Random assignmentstatistical control for
  uncontrolled variables
• Manipulatedsituation fit and product
• Measuredbrand attitude and intention to buy

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Sampling Issues

• Populations vs. Samples
• Probability samples
• Non-probability samples

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Questions

• Kelloggs wants to know how much influence small
  children have on cereal choices.
• Gillette wants to determine whether a new line of
  deodorant for children will be profitable.
• McDonalds is considering where to locate a new
  outlet in a fast-growing suburban area.
• Microsoft wants to know the relative
  effectiveness of engineers vs. non-engineers as
  industrial salespeople