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4 P’s of the Marketing Mix
product
price
promotion
place
4 P’s- Product
Decisions:
New product development (NPD) and introduction
Concept and product testing
Branding
Positioning products
Perceptual Mapping
Used to show the relative position of products on two or more product dimensions important to consumer purchase decisions
Used for NPD, product, introduction, branding, and positioning of products
Creating a Perceptual Map
Gather data by creating a possible unique product pairs
Overall similarity perceptions, not specific attributes
4 P’s- Price
Decisions:
Pricing new products
Establishing price levels in test marketing
Modifying prices for existing products
Variable pricing
Elasticity of demand
Elastic Demand
Change in price leads to bigger percentage change in demand
4 P’s- Promotion
Most common research tasks in integrated marketing communications
Attitudinal research
Effectiveness studies
Media planning
Sales tracking
4 P’s- Place
Decisions:
Choosing and evaluating:
Channels
Distribution Partners
Locations
Retailers
Conduct the following research:
Trade area analysis
Characteristics of store patronage
Developing and exploiting demographic profiles
Performing competitive analysis
Store image/perceptions
In store traffic patterns
Eye tracking at POP
Heat maps
Location analysis
Shopper Marketing
challenges the assumption that a consumer and a shopper are the same role
Consumers
Focus on how, when, where, and why consumers use/consume the category
Outside physical place
Shoppers
Focus on how, when, where, why consumers shop/by the category
Inside retail space
Behavioral Targeting is based on…
gender
age
real time and past onsite behavior
post purchases and searches
Behavioral Targeting delivers targeted messages using…
Pop up/notification manager
embedded in social media feed
personalized banners
emails
Types of Marketing Research Firms
Internal
External
Customized
Standardized
Internal Marketing Research Firm
Firm has their own research department
External Marketing Research Firm
Firm hires another firm to conduct research
External MR Firm: Customized
Provide tailored services for clients:
Data is collected after taking on client
New studies are developed for each client
Specialty: specializes in one particular area of marketing research
External MR Firm: Standardized
Collect general data, continuously, following a standard format
Data collected prior to taking on client
Previously collected data is package for each clients particular needs
Ethical issues mostly found in
1) Information providers (MR orgs)
2) Respondents (study participants)
Unethical Activities of the Research Org
Abuse of Client
Abuse of Respondents
Unethical Activities of the Research Org: Abuse of Client
Failure to maintain client confidentiality
Selling branded “black box” methodologies
Does not provide information on operations
Can lend it self to curbstoning -personnel, filing out surveys for fake respondents
Unethical pricing
Unethical Activities of the Research Org: Abuse of Respondents
Failure to provide incentive
Lying about duration
Fake sponsors
Failure to engage in subject, debriefing- fully explaining to respondents any deception that was used during research
Sugging/Frugging
De-anonymizing data
Sugging/Frugging
Claiming that a survey is for research purposes, and then asking for a sale or donation
De-anonymizing data
Combining different publicly, available information to determine consumers’ identities
Unethical Activities by the Study Participant
Providing dishonest answers
Faking behavior or information for personal gain
4 Developments in Marketing Research
Firms’ widespread expansion into global markets
Technology and growth of global business are increasing the complexity of marketing research
Growing emphasis on secondary data
Unique data collection
Increased use of gatekeeper technologies and other measures as a means of protecting one's privacy against intrusive marketing practices is making it difficult for market to collect consumer data
Gatekeeper tech: Caller ID, Spam filters, cookies
Other measures: Opt-in/opt-out legislation, No call list
Established Unique Data Collection
test markets
focus groups
Computer, aided telephone interviewing
Mall intercept
Mystery shopping
Newish Unique Data Collection
Transactional/CRM data
Social media
neuromarketing
chatbots
clickstream tracking
Information Research Process
Systematic approach to collecting, analyzing, interpreting, and transforming data into decision-making information; guided by the scientific method
Data
Fax collected together for reference or analysis
knowledge
Awareness or understanding, gained by experience of effect or situation
When does data become knowledge?
when data is interpreted in a way that attaches meaning to it
Phases of the Information Research Process
Phase 1: determine the research problem
Phase 2: select the appropriate research design
Phase 3: execute the research design
Phase 4: communicate the research results
Phase 1: determine the research problem
Identify and clarify, research needs
Define the research questions
Specify, research objectives, and confirm information value
Phase 2: select the appropriate research design
Determine research, design, and data sources
Develop the sampling size and design
Examine measurement, issues, and scales
Design and pre-test the questionnaire
Phase 3: execute the research design
Collect and prepare data
Analyze data
Interpret data to create knowledge
Phase 4: communicate the research results
Prepare and present final reports
Iceberg Principle
Decision makers are aware of only 10% of the true problem
Situation Analysis
Gathers and synthesizers background information to familiarize the researcher with the overall complexity of the problem
Look through internal and external secondary data
Unit of Analysis
Individuals, households, companies, departments, geographical areas, or some combination
Explorative Research
Helps defined the problem, or improve the understanding of consumer motivations, attitudes, and behavior that are not easy to access using other research methods
Descriptive Research
Collects quantitive data to answer questions such as who, what, when, where, and how
Casual Research
Text data that enables decision makers to determine cause and effect relationships between two or more variables; makes “if…then” statements
Target Population
Population from which the researcher wants to collect data
Census
Researcher attempts to question or observe all the members of a defined target population
Sample
Small number of members of a target population from which the researcher collects data
Sampling Method
Sample Size
Secondary Data
Data not gathered for the immediate study at hand, but for some other purpose, at another time, a.k.a. desk research
Used to examine marketing problems because of relative speed and cost-effectiveness of obtaining the data
Internal Secondary Data + Sources
Data collected by the individual company for accounting purposes, or marketing activity reports
Accounts receivable reports
Quarterly or annual sales reports
Sales activity reports
Customer letters/comment cards
Sales invoices
Employee exit interviews
Post marketing, research studies
External Secondary Data + Sources
Data collected by outside agencies, such as the federal government, trade, associations, or periodicals
Popular press sources (Wall Street Journal)
Government sources
Scholarly sources
Social media sites
Commercial sources
6 Criteria used to Evaluate Secondary Data Sources
Purpose: how it relates to current research
Accuracy: what was actually measured?
Consistency: from one source to another
Credibility
Methodology: only as good as methodology used to gather data
Bias: hidden motive, if any, of company that collected the secondary data
Literature Review
Can't help conceptualize a conceptual model that summarizes the relationships you hoped to predict
Involves:
Identifying the factors (variables/constructs) important in your research
Specifying, hypotheses, and relationships
Repairing a diagram (conceptual model) that visually represents the relationships you will study
Elements of a Conceptual Model
Variable(Boxes): observable item that is used as a measure on a questionnaire. Ex. Age, occupation, income
Construct(Boxes): unobservable concept that is measured by a group of related variables
Several dimensions so cannot measure it with one item. Ex. Service quality, loyalty
Relationships(Arrows): associations between two or more variables
Independent Variable (IV): variable or construct that predicts, or explains the outcome variable of interest. PREDICTOR VARIABLE; X
Dependent Variable (DV): the variable or construct researchers are seeking to explain. OUTCOME VARIABLE; Y
Hypotheses
Empirically testable through yet unproven statement developed in order to explain phenomena
2 Types:
Descriptive
Causal
Descriptive Hypotheses
predict correlational relationships
no direction
no order of occurrence
other variables possibly influence
Causal Hypotheses
Predict a cause-and-effect relationship between IV and DV
X and Y must be correlated
Must be directional
X must proceed Y
No other variable influence
Positive Relationship between Variables
Association between two variables, in which they increase or decrease together
Negative Relationship between Variables
Association between two variables, in which one increases while the other decreases
Null Hypotheses (Ho)
Statistical hypothesis that is tested for possible rejection under the assumption that it is true
NO RELATIONSHIP EXISTS
Alternative Hypothesis (H1)
The hypothesis contrary to the no hypothesis, it usually suggest that two variables are related
YOUR RESEARCH HYPOTHESIS
Rejection of the Noel leads to conditional acceptance of the alternative
Qualitative Research
Collection of data in the form of text or images using open, ended questions, observation, or “found” data
Preliminary insights, followed up by quantitive research
Can dig deeper
Qualifying answers
Small sample sizes
Asking or observation data
Primary data or secondary “found” data
Content analysis
Limited generalizability
Less Reliable
Quantitative Research
Place is heavy emphasis on using formal standard questions and predetermined response options and questionnaires or surveys administered to large numbers of responses
Precise information needs
Goals: test predicted (hypothesized) relationships between market factors, and behaviors
Larger sample sizes
Can be primary or secondary data
Statistically predictable (stronger, generalizability and reliability)
Qualitative data can be transformed into quantitive data
Focus Group Interviews
Qualitative data collection method, an exploratory research design
Responses to open ended questions are collected from a small group of participants who interactively and spontaneously. Discuss topics of interest to the researcher.
Process for Developing a Focus Group Interview: #1 Planning
Understand the purpose of the study, problem, definition, and data requirements
who appropriate participants will be, how to select a recruit participants, how many focus groups
Selection and Recruitment of Participants
Purposive sampling
Stratified, purposive sampling
Theoretical sampling
Size and location
Process for Developing a Focus Group Interview: #2 Conducting Group Discussions
Moderator’s guide is developed: topics and questions
Questions are asked, including follow up probing
Moderator ensures all participants contribute
Process for Developing a Focus Group Interview: #3 Analyzing and Reporting Results
Researchers debrief all the key players to compare notes
Analyze data using content analysis
Prepare and present formal report
Purposive Sampling
Selecting sample members to study, because they possess attributes important to understanding the research topic
Stratified Purposive Sampling
Selecting sample members, so that groups can be compared
Theoretical Sampling
Selecting sample members based on earlier interviews that suggest particular types of participants will help researchers better understand the research topic
Size and Location
8-12 per group
Professional focus group facility
Focus group moderator
Person who is well trained in the interpersonal communication, skills and professional manners required for a focus group
Moderator’s Guide
Detailed outline of the topics, questions, and sub questions, used by the moderator to lead the focus group session
Ask questions in unique ways
At different levels of generality
Exercises to stimulate conversation
Facilitate talking from all members
Remain neutral
Support disclosure
When closing present opportunity to express final thoughts
Debriefing Analysis
Interactive procedure, in which the researcher and moderator discussed the subjects’ responses to the topics that outlined the focus group session
Content Analysis
The systematic procedure of taking individual responses and grouping them into larger theme, categories, or patterns
Format Transcripts
Strengths of Focus Groups
Synergistic
Stimulate new ideas, thoughts and feelings about a topic
Faster, understanding of consumer behavior
Allow client participation
Elicit wide range of responses
Weaknesses of Focus Groups
Findings lack generalizability to the target population
Reliability of the data is limited
Trustworthiness of the interpretation is based on care and insightfulness of researchers
Groupthink: phenomenon in which one or two members of a group state an opinion and others of the group are excessively influenced
In-Depth Interviews
A quantitive data collection method in which a well trained interviewer asked a participant a set of semi structured questions in a face-to-face setting
General to specific questions
Probing questions
In comparison to focus groups:
Richer detail
Less socially, desirable responding
Less cross talk
Projective Techniques
Indirect method of questioning that enables a subject to project, beliefs and feelings:
On to a third party
Into a task situation
Onto an in animate object
Can be used in conjunction with focus groups or in-depth interviews
Types of Projective Techniques
Word and picture association
Completion tasks- sentence, or cartoon
Analogy
Role-playing
Story telling
Zaltman metaphor elicitation technique (ZMET)
Zaltman Metaphor Elicitation Techniques (ZMET)
Only patented method for marketing
Visual research technique used in in-depth interviewing that encourages research participants to share emotional and subconscious reactions to a particular topic
Based off projective hypothesis
Collect photos over a week
Compare/contrast
Observation Methods
Commonly used in cost of research, but can also be used in quantitative research
Observation Research
Systematic observation and recording of behavioral patterns of objects, peoples events and other phenomena
“Watching” Data
Physical actions
Expressive behaviors
Spatial relations
Verbal behavior (Tone)
Temporal behavior
Physical objects
Ethnography
Form a qualitative data collection that records behavior in natural settings to understand how social and (sub)cultural influences affect, individual behaviors and experiences
Can be used as a segmentation study
Requires extended observation
Participant observation
Non-participant observation
Participant observation
Involves extended observation of behavior in natural settings, in order to fully experience, cultural or subcultural contexts
Non-participant observation
Researchers observed, without participating directly in event
Approaches used to collect data for descriptive research
Asking questions
Observation
Descriptive research designs often use
Survey research methods:
Research procedures for collecting large amounts of data using predetermined question and answer formats
Sampling Errors
The difference between the findings based on the sample and the true values for a population
Caused by the method of sampling used in the size of the sample
Occurs strictly from the fact that a sample was taken
Can be reduced by:
Increasing sample size
Using an appropriate sampling method
Non-Sampling Errors
Respondent errors: consist of both non-response. Error and response error
Non-response error: systematic bias that occurs when the final sample differs from the plan sample
Response error: respondents, have impaired memory, or do not respond accurately. Ex. socially, desirable, responding, guessing or averaging out answer
In-Person and Telephone-Administered Surveys
Advantages:
Feedback
Quality of responses
Disadvantages:
Interviewer-respondent interaction error. Ex. body language, facial expressions, tone of voice
Expensive
Self Administered Surveys
Advantages:
Low cost per survey, easy to distribute
Anonymity in responses
Technology enhancement of online
Disadvantages:
Minimizes feedback and flexibility
Potential response errors
High non-response error
Low response rates and opt in nature of panels often makes for less representative sample
Situational Characteristics
Budget
Completion timeframe
Quality requirements and anonymity
Completeness of data
Task Characteristic
Required stimuli
Amount of information asked from respondents
Topic sensitivity: degree to which a survey question leads to respondent to give a socially acceptable response
Causal Research Design
Studies that enables researchers to assess cause and effect relationships between two or more construct/variables
If X, then Y statements
Independent variables: variables whose values are directly manipulated by the researcher
Dependent Variables: measures of outcomes that occur as a result of changes, in levels of the independent, or causing variables
3 Conditions for Causality
X comes before Y
X ← → Y (Correlated)
Control for all other possible variable
Experiment
Empirical investigation that test for hypothesize relationships between manipulated independent variables, and measure dependent variables
KEY: IV’s manipulated, DV’s measured, other Variables controlled
Validity
Extent to which the conclusions drawn from an experiment are true
Internal Validity
Extent to which the research design accurately identifies causal relationships
Have competing explanations been ruled out?
Are the manipulations of the IV good?
Was the DV measured correctly?
External Validity
Extent to which a causal relationship found in a study, can be expected to be true for the entire target population (Found IRL; AKA generalizability)
Is the sample size large enough?
What is the sample random?
Is the effect context specific?
Does the effect only apply to a specific behavior?
Is the effect lightly found in the real world?
Note 
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