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why

1. Problem
2. Plan Design
3. Specify Sampling Procedure
4. Collect Data
5. Analyze Data
6. Prepare/Present Report
7. Follow up (did the research improve our sales?)

marketing decision

4 P's

problem

objective

Adv:
cheaper
saves time
can help formulate problem statement
can help target people and their locations

Disadvantages:
difference between researcher's unique problem and the way the data was originally gathered

Plan Design

Advantages:
will answer specific question
current
secrecy can be maintained

Disadvantages:
expensive
time consuming

survey

A sample of households participate for a given period of time, panel members receive gifts for participation.

interview of business people at their offices concerning industry

cancellations and long waits and expense

7-10 people participate in a group setting led by a moderator.  Incentives are usually offered.  Often used to gauge customer response to a product or promotion or brainstorm new ideas or concepts.

study of human behavior in its natural context

survey, experiment, observation

manual, scanner, mechanical, Ethnographic

One of the four P's

sales

Interview bias

"Sugging" - selling under the guise of research

consumer unwillingness to participate

1. offer incentives
2. hit close to home
3. guilt trip (quarter on back of survey)

<<<strongly agree - - - agree - - - disagree - - - strongly disagree>>>

a series of word opposites

The food at Wendys was:

Good
Aweful
Tasty
bad

If President Adams were a car, what type would he be?

1. Leading

2. Loaded

3. Double Barreled

4. Jargon/Inappropriate terminology

Probability Sample

Non-probability Sample

Random sample is a probability sample.  Convenience is a Non-probability sample.

Measurement error - difference b/w the info desired and the info provided by the measurement process, Larger

Sampling error - sample somehow does not represent target population

Nonresponse error - people don't respond

Frame error - sample drawn from population differs from target population

Random error - selected sample is imperfect representation of overall population

Outsourced

field service firm

One-way frequency counts - record responses to a question
Cross-tabulation - compare responses of one question to another's

...why management did or did not carry out the recommendations in the report.

1/5th of world's population

70% of US

20-40%

personalized

convenience

report

Observational

system for gathering info from a single group of respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and the things they buy

Everything, both favorable and unfavorable, that a person receives in an exchange.  These include services.

Business products - use to manufacture other goods or services, to facilitate an organization's operations, or to resell to customers

Consumer products - used to satisfy an individual's want

differentiated by intended use. 

Convenience - duh (candy, soda)

Shopping - usually more expensive than convenience; further broken down into Homogenous and Heterogeneous products.  (tv, washer dryer, furniture)

Specialty - reluctant to accept substitutes for; brands important

Unsought - unknown product or product buyer does not actively seek (funeral stuff, insurance, preparation H)

Cambel's cream of chicken

Cambel's soups

All the products Cambels sells

the number of product lines Cambels sells: soups, sauces, entrees, etc.

number of items in a product line

Advertising economies of scale
package uniformity
standardized components
efficient sales and distribution
equivalent quality

changing consumer's perceptions of a brand

1. Product identification (most important)
2. Repeat sales >>> brand loyalty
3. New-product sales
4. brand equity

Private - private label or store brand; brand name owned by wholesaler or retailer

Captive - brand manufactured by a third party exclusively for a retailer (ex: only at Walgreen's brand)

an exclusive right to use a brand or part of a brand; other cannot use brand without permission

a trademark for services; like Weight watchers

It helps consumers understand warranties and get action from manufacturers and dealers; must meet minimum standards

New to the world
New product lines
additions to existing product lines
improvements or revisions of existing products
lower priced products

New Product Development Process
1) New Product Strategy - strategy for how new products will fit into overall corporate success

2) Idea Generation - come up with ideas, DON'T SCREEN THEM
ideas come from employees, customers, vendors, competitors, R&D, and consultants

3) Idea Screening - eliminate ideas inconsistent or inappropriate, legality
Concept tests are used to gauge consumer's acceptance

4) Business Analysis - Will the numbers work?  Demand, cost, sales, profitability

5) Development - prototype created, testing, gov. approval, detailed marketing strategy; represents a significant cost commitment

6) Test Marketing - limited introduction to determine consumer reactions
disadvantages: element of surprise lost and competitor sabotage

7) Commercialization - decision to market a product
production begins, inventories build, train sales force, advertising


The Most important factor in successful new product introduction is a GOOD MATCH BETWEEN THE PRODUCT AND THE MARKET NEEDS.

1. Innovators - first 2.5%
2. Early adopters - new product's best friends
3. Early Majority
4. Late majority
5. Laggards - final 16%

Introductory
Growth
Maturity
Decline