1. Relevance of Marketing Communications Research
1.1. WHAT IS IT?
1.1.1. The systematic collection, analysis and reporting of data to provide information needed by marketing.
1.2. WHAT IS ITS ROLE IN MARKETING?
1.2.1. Marketing
1.2.1.1. meeting consumers' needs
1.2.2. Marketing concept
1.2.2.1. business philosophy, customer-orientation, market-driven
1.2.2.1.1. to practice marketing
1.2.2.1.2. implement the marketing concept
1.2.2.1.3. make decisions to create the right marketing strategy
1.2.3. Marketing strategy
1.2.3.1. "right" mix to meet needs & wants of consumers
2. Research Process
2.1. 1. Establish Need for Research
2.1.1. Not all decisions require market research
2.2. 2. Define the Problem
2.2.1. Recognize the Problem
2.2.2. Understand the Context
2.2.3. Determine the Decision
2.2.4. Pinpoint Necessary Information
2.2.5. Formulate the Problem
2.3. 3. Pinpoint Research Objectives
2.3.1. The Research Proposal
2.3.1.1. Context
2.3.1.2. Statement of the Problem
2.3.1.3. Research Objectives
2.3.1.4. Research Method
2.3.1.5. Information Needs
2.3.1.6. Target Universe
2.3.1.7. Statement of Deliverables
2.3.1.8. Timetable
2.3.1.9. Cost
2.3.2. Goal-oriented statements or questions that specifies what information is required to address a problem
2.4. 4. Determine Research Design
2.4.1. Types of Research Designs to be employed
2.4.1.1. Exploratory
2.4.1.2. Descriptive
2.4.1.3. Causal
2.5. 5. Data Collection
2.5.1. Questionnaire for Quantitative Study
2.5.2. Discussion Guide for Qualitative Study
2.6. 6. Data Processing
2.6.1. Quantify the Results
2.6.2. Categorize answers to open-ended questions
2.7. 7. Data Analysis
2.7.1. Descriptive Analysis - organizes and describes quantitative information
2.7.2. Inferential Analysis - procedure for making inferences about a larger group based on a small sample
2.8. 8. Presentation of Findings
2.8.1. The Client's only record of a research process
2.8.2. Present the data and findings using innovative methods
3. Classification of Research
3.1. Primary vs. Secondary Research
3.1.1. Primary
3.1.1.1. results about your company
3.1.2. Secondary
3.1.2.1. results of previously completed studies in relation to your research
3.2. Exploratory vs. Conclusive
3.2.1. Exploratory
3.2.1.1. early stage/problem defition
3.2.2. Conclusive
3.2.2.1. who, what, when, when?
3.2.2.2. causal/descriptive
3.3. Syndicated vs. Proprietary
3.3.1. Syndicated
3.3.1.1. share the info of a given subject
3.3.2. Proprietary
3.3.2.1. belong exclusively to purchasing client
3.4. Social vs. Consumer vs. B2B
3.4.1. Social
3.4.1.1. deals with social issues --> WHO
3.4.2. Consumer
3.4.2.1. talks to consumer/general public about fast moving products
3.4.3. B2B
3.4.3.1. company to company
3.5. Quantitative vs. Qualitative
3.6. Continuous vs. Ad Hoc
3.6.1. Continuous
3.6.1.1. Often agency owns data
3.6.1.2. Often syndicated expect for Tracking
3.6.1.3. Monitor change
3.6.1.4. Repeated regularly
3.6.2. Ad Hoc
3.6.2.1. Snapshot
3.6.2.2. For one client
3.6.2.3. In response to client need
3.6.2.4. ‘Tailored’ questionnaire
4. Quantitative Research
4.1. Data Collection Method
4.1.1. Face to Face
4.1.1.1. Advantages
4.1.1.1.1. Most amount of control from interviewer
4.1.1.2. Disadvantages
4.1.1.2.1. Longer fieldwork periods
4.1.2. Observation
4.1.2.1. Advantages
4.1.2.1.1. Eliminates memory effects
4.1.2.2. Disadvantages
4.1.2.2.1. No direct questioning
4.1.3. Telephone
4.1.3.1. Advantages
4.1.3.1.1. Can cover different geographical areas at little cost
4.1.3.2. Disadvantages
4.1.3.2.1. No visual stimulus materials
4.1.4. Self Completion
4.1.4.1. Advantages
4.1.4.1.1. Respondents can take their time
4.1.4.2. Disadvantages
4.1.4.2.1. Often partially answered questions
4.1.5. Online
4.1.5.1. Advantages
4.1.5.1.1. Efficient targeting
4.1.5.2. Disadvantages
4.1.5.2.1. Not good for older and poorer population
4.1.6. Panel Diary
4.1.6.1. Advantages
4.1.6.1.1. Very accurate measure of behavior
4.1.6.2. Disadvantages
4.1.6.2.1. Long set up time
4.1.7. User Generated Content
4.1.7.1. Advantages
4.1.7.1.1. Easily accessible
4.1.7.2. Disadvantages
4.1.7.2.1. Some information may be unreliable
4.2. Research Design
4.2.1. Exploratory
4.2.1.1. Used when very little is known about the problem
4.2.2. Descriptive
4.2.2.1. Used to describe questions of who, what, where, when, and how
4.2.3. Causal
4.2.3.1. Used to measure causality in relationships of variables
4.3. Key Research Methods
4.3.1. Usage and Attitudes Research
4.3.1.1. Understanding market usage and attitude towards product/brand
4.3.2. Advertising Research
4.3.2.1. Understand whether the advertising is on or off strategy
4.3.3. Product Testing
4.3.3.1. Involves consumes using a product and collecting their reactions on it
4.3.4. Tracking Research
4.3.4.1. Understand the success or failures of a brand
4.3.5. Omnibus Research
4.3.5.1. For large sample size
4.3.5.2. Buying a space on a questionnaire
5. Uses & Limitations
5.1. Uses
5.1.1. Identifying marketing opportunities and problems
5.1.1.1. Concept testing
5.1.1.2. Identify consumer's needs
5.1.2. Generating, refining, & evaluating potential market actions
5.1.2.1. Selecting target markets
5.1.2.2. Pricing research
5.1.2.3. Product research
5.1.2.4. Promotion research
5.1.3. Monitoring marketing performance
5.1.3.1. tracking
5.1.4. Improving marketing as a process
5.1.4.1. conduct research to expand knowledge in marketing
5.2. Limitations
5.2.1. predicting consumer behavior is a difficult task
5.2.2. sometimes the outcomes/results of data does not justify the means
5.2.3. could be poorly designed
6. Qualitative Research
6.1. Observation
6.1.1. whether or not phenomena us observed in real time
6.1.1.1. direct
6.1.1.1.1. actual observation of behavior
6.1.1.2. indirect
6.1.1.2.1. observe effects/results of behavior
6.1.2. awareness of subjects being observed
6.1.2.1. covert
6.1.2.1.1. participants are unaware
6.1.2.2. overt
6.1.2.2.1. participants are aware
6.1.3. degree of phenomena's predeterminedness
6.1.3.1. structured
6.1.3.1.1. behaviors observed are predetermined
6.1.3.2. unstructured
6.1.3.2.1. all behavior is observed
6.1.4. observation environment
6.1.4.1. in situ
6.1.4.1.1. natural
6.1.4.2. invented
6.1.4.2.1. simulated
6.2. Focus Groups
6.2.1. Objectives
6.2.1.1. generate ideas
6.2.1.2. consumer vocab
6.2.1.3. reveal consumer needs
6.2.1.4. understand quantitative
6.2.2. Advantages
6.2.2.1. fresh ideas
6.2.2.2. client can observe
6.2.2.3. understand different issues
6.2.2.4. easy access to respondent group
6.2.3. Disadvantages
6.2.3.1. not representative
6.2.3.2. dependent on moderator
6.2.3.3. difficult to interpret
6.2.4. Requirements
6.2.4.1. 6-12 participants
6.2.4.2. conducive venue
6.2.4.3. well-trained moderator
6.2.4.4. focus group report
6.3. Ethnographic Research
6.3.1. Types
6.3.1.1. shopalong
6.3.1.1.1. accompany shopper
6.3.1.2. mobile ethnography
6.3.1.2.1. document own experience using phone
6.3.1.3. netnography
6.3.1.3.1. examine online interactions
6.4. Marketing Research Online Communities
6.4.1. Advantages
6.4.1.1. inexpensive
6.4.1.2. assembled quickly
6.4.1.3. accomodate multimedia
6.4.1.4. convenient
6.4.1.5. longitudinal data
6.4.2. Limitations
6.4.2.1. not representative
6.4.2.2. difficult to motivate
6.4.2.3. no way to check honesty
6.4.2.4. no way to check participation
6.4.2.5. large amounts of data
6.5. Other Methods
6.5.1. Neuromarketing
6.5.1.1. neuroimaging
6.5.1.1.1. view brain activity
6.5.1.2. eye tracking
6.5.1.2.1. measure eye position & movement
6.5.1.3. facial coding
6.5.1.3.1. measure expressions using facial muscles
6.5.2. In depth Interviews
6.5.2.1. face-to-face
6.5.2.2. tele-depth
6.5.2.3. web-depth
6.5.3. Protocol Analysis
6.5.3.1. participant in decision-making situation
6.5.4. Projective Techniques
6.5.4.1. word association
6.5.4.1.1. get top-of-mind word associations
6.5.4.2. sentence completion
6.5.4.2.1. give incomplete sentences
6.5.4.3. picture test
6.5.4.3.1. describe picture given
6.5.4.4. cartoon/balloon test
6.5.4.4.1. write what cartoon is saying/thinking
6.5.4.5. role playing
6.5.4.5.1. how they would act in a situation