ch 4

1. Descriptive role - presenting factual statements. For example, What are the historic sales trends in the industry? What are consumers' attitudes toward a product and its advertising?

2. Diagnostic role -explaining relationships within data. For example, What is the impact on a product's sales if the colour of the packaging changed?

3. Predictive role - predicting results of a marketing decision. For example, What is the impact of a new product introduction on market share?

marketing research- the process of planning, collecting, and analyzing data relevant to a marketing decision

marketing analytics- the use of data to optimize marketing decisions

Secondary data: data previously collected for any purpose other than the one at hand

1. measurement error: an error that occurs when the information desired by the researcher differs from the information provided by the measurement process

2. sampling error: an error that occurs when a sample does not represent the target population

1. simple random sample

2. stratified sample

3. cluster sample

4. systematic sample

1. convenience sample

2. judgment sample

3. quota sample

4. snowball sample

step 1: identify and formulate the problem/ opportunity
Garbage in, garbage out. the integrity of the output (results) is dependent. on the integrity of the input (the problem)

step 2: plan the research design and gather secondary data


- research design: specifies which research questions must be answered, how and when data will be gathered, and how the data will be analyzed

- exploratory research: an informal discovery process that attempts to gain insights and a better understanding of the management and research problems

- conclusive research: a more specific type of research that attempts to provide clarity to a decision-maker by identifying specific courses of action

- Descriptive research: by far the more common type of conclusive research used in business, attempts to describe marketing phenomena and characteristics.

-Causal research: focuses on the cause and effect of two variables and attempts to find some relationship between them.

step 3: Specify the Sampling Procedures

- Sample: a subset from a larger population

- probability sample: a sample in which every element in the population has a known statistical likelihood of being selected

-nonprobability sample: any sample in which little or no attempt is made to have a representative cross-section of the population

step 4: collect primary data
primary data: information that is collected for the first time and is used for solving the particular issue under investigation

advantage:
- inexpensive
- clarifies problem
- fast to collect

disadvantage:
- collected for another purpose
- questionable sources
- quickly outdated

advantage:
- focuses on solving a specific problem
- sources are known
- results more accurate

disadvantage:
- expensive
- time consuming
- requires specific skill sets

quantitative and qualitative research

-quantitative and qualitative research
- descriptive and casual
- surveys and observations

1. Identify and formulate the problem/ opportunity.
2. Plan the research design and gather secondary data.
3. Specify the sampling procedures.
4. Collect primary data.
5. Analyze the data.
6. Prepare and present the report.
7. Follow up

(image in chapter)
research problem - exploratory research - descriptive research - causal research - solution

-depth interview: an interview that involves a discussion between a well-trained researcher and a respondent who is asked about attitudes and perspectives on a topic

-focus group: a small group of recruited participants engaged in a nonstructured discussion in a casual environment

- survey research: the most popular method for gathering primary data, in which a researcher interacts with people to obtain facts, opinions, and attitudes

- Online survey: Rapid development, real-time reporting: Internet surveys can be broadcast to thousands of potential respondents simultaneously.

- Dramatically reduced costs: The Internet can cut costs significantly and provide results in half the time required for traditional telephone surveys.

- Improved respondent participation: Internet surveys enjoy much higher response rates.

-Contact with the difficult-to-reach: Certain groups -doctors, high-income professionals, top management - are among the most surveyed individuals on the planet and the most difficult to reach.

characteristics chart in the chapter !

Open-ended question
Closed-ended question
Scaled response question

- observation research: a systematic process of recording the behavioural patterns of people, objects, and occurrences with or without questioning them

- mystery shoppers: researchers posing as customers who gather observational data about a store and collect data about customer-employee interactions

- ethnographic research: the study of human behaviour in its natural context; involves observation of behaviour and physical setting

- Experiment

1. Uses of internet
Web survey and design systems: software systems specifically designed for web questionnaire construction and delivery
2. Database: where electronic data is collected, organized, and stored for easy retrieval
Online research panels
a sample of persons who have agreed to complete surveys via the Internet
3. Online focus groups
4. Online research group
5. Mobile marketing research
6. Social media marketing research
7. Rise of big data
big data: the exponential growth in the volume, variety, and velocity of information and the development of complex new tools to analyze and create meaning from such data

5. Analyze the data.
6. Prepare and present the report.
7. Follow up

(CI): an intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors

- Managers should not rely solely on market research or analytics to solve problems. The first step is to understand the problem clearly. Some companies may not need marketing research or analytics if sufficient information can be determined from other sources. However, most companies benefit from as much information as possible when making decisions.

1. intrusive methods of data collection
Whether they realize it or not, consumers routinely trade away their privacy in exchange for convenience or discounts.
2.Lack of transparency about data sharing
Sharing among apps and program
Data sold to other companies

-personally identifiable information: data that can be used to identify a particular person
-anonymized data: data from which personally identifiable information has been removed