Marketing Research
Marketing research is the systematic gathering and analysis of data about issues relating to marketing products and services. In this course, the goal is to identify and assess how changing elements of the marketing mix impact.
Marketing research is the systematic gathering and analysis of data about issues relating to marketing products and services. In this course, the goal is to identify and assess how changing elements of the marketing mix impact.
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Introduction
External Influences and Buying Decisions
Culture and Values
Social Class
Reference Groups and Opinion Leaders
Lesson Summary
Learning Outcome
Quiz 1.1
Customer Experience
Influential Factors
Customer Life Cycle
Potential Customers
Initial Customers
Repeat Customers
Core Customers
Former Customers
Lesson Summary
Quiz 1.2
Market Segmentation
Purpose and Concept of Market Segmentation
Importance of Market Segmentation
Criteria for Successful Segmentation
Lesson Summary
Learning Outcome
Quiz 1.3
Ways to Segment Consumer Markets
Geographic Segmentation
Demographic Segmentation
Psychographic Segmentation
Behavioral Segmentation
Lesson Summary
Learning Outcomes
Quiz 1.4
Marketing Research
Marketing Research Business Uses
Identifying and Formulating the Problem
Research Design & Gathering Primary Data
Collecting & Analyzing the Data
Preparing & Presenting the Report
Following Up
Lesson Summary
Lesson Objective
Quiz 1.5
Role-Based Marketing Research
Why Management Uses Marketing Research
Improving Quality of Decision-Making
Tracing Problems
Keeping Current Customers Happy
Staying Updated on Current Market
Lesson Summary
Learning Outcome
Quiz 1.6
Defining Primary Data in Market Research
Sources of Primary Data
Collection of Primary Data
Lesson Summary
Key Words to Remember
Learning Outcomes
Quiz 1.7
Definition
Sources of Secondary Data
Collecting Secondary Data
Lesson Summary
Learning Outcomes
Quiz 1.8
Market Research
Quantitative Research
Qualitative Research
How They Work Together
Lesson Summary
Quiz 1.9
Quantitative vs. Qualitative
How Qualitative Research Works
How Quantitative Research Works
Commonalities
Combining the Two Methods
Lesson Summary
Quiz 1.10
In-House Market Research
Types of Market Research
HP's Market Research Information Center
The Voice of the Customer Program (VOC)
Opt-In Market Research & Communication
Lesson Summary
Quiz 1.11
Market Research
The Internal Option
Hiring an Outside Firm
The Role of Specialty Firms
Deciding Which Firm to Use
Lesson Summary
Quiz 1.12
Legitimate Concerns
Ethical Issues in Market Research
Codes and Standards
Lesson Summary
Quiz 1.13
Introduction
Definition of Market Research
Six Steps of Market Research
Lesson Summary
Quiz 2.1
Determining the Problem & Approach
Research Design Formulation
Sample Design & Data Collection
Data Processing & Analysis
Reporting & Presenting
Lesson Summary
Quiz 2.2
From Problem to Research Question
Understand the Background
Uncover All Relevant Information
Formulate the Research Question
Roles & Responsibilities
Lesson Summary
Quiz 2.3
Marketing Research Approach
Types of Research
Developing Research Questions
Formulating Hypotheses
Applying the Results
Lesson Summary
Quiz 2.4
A Market Research Design Challenge
Types of Research Study Designs
Methodology to Select a Design
Census, Populations, & Samples
Lesson Summary
Quiz 2.5
Purposes of Marketing Research
What Is Exploratory Research?
What Is Descriptive Research?
What Is Causal Research?
Methods & Errors in Research
Common Types of Error
Lesson Summary
Quiz 2.6
Sampling Methods
What Is Quota Sampling?
Quota Sampling Method
Advantages and Disadvantages
Lesson Summary
Key Terms Related to Quota Sampling
Learning Outcomes
quiz 2.7
Probability Sampling
Simple Random
Systematic
Stratified
Lesson Summary
Learning Outcomes
Quiz 2.8
What Is the Right Number?
Deciding Sample Size
Sampling Distribution
Lesson Summary
Quiz 2.9
Common Issues in Marketing Research
Sampling & Non-Sampling Errors
Minimizing Sampling Error
Minimizing Non-Sampling Error
Lesson Summary
Quiz 2.10
Introduction
Qualitative Marketing
Qualitative Research Methods
Lesson Summary
Quiz 3.1
What Are Focus Groups?
Creating a Focus Group
Collecting Focus Group Data
Uses of Focus Groups
Advantages of Focus Groups
Disadvantages of Focus Groups
Lesson Summary
Quiz 3.2
Your Opinion Is Valuable
Planning a Focus Group
Conducting the Meeting
After the Meeting
Online Focus Group
Lesson Summary
Quiz 3.3
Market Research & Interviews
Preparing for the Interview
Formulating Questions
Pros and Cons
Lesson Summary
Quiz 3.4
User Experience Research Methods
Interviews
Card Sorting
Prototype Testing
Lesson Summary
Quiz 3.5
What Is Ethnography?
Application to Marketing
Marketing Methods
Lesson Summary
Quiz 3.6
Building Virtual Communities
What Is an MROC?
Characteristics of an MROC
Tending an MROC
Lesson Summary
Quiz 3.7
Projective Tests
Types of Projective Tests
Lesson Summary
Quiz 3.8
Ladder Interviewing
Ulterior Motives
Cons of Ladder Interviews
Lesson Summary
Quiz 3.9
The Affordable Care Act Website
Task Scenario Research
Benefits of Customer Feedback
Qualitative Market Research
Lesson Summary
Quiz 3.10
Turning Feelings into Numbers
Coding to Analyze Data
Lesson Summary
Quiz 3.11
Introduction
Survey Definition & Types
Using Surveys
Questionnaires
Interviews
Surveys
Lesson Summary
Learning Outcomes
Quiz 4.1
Collecting Info
Dichotomous
Multiple Choice
Rank Order Scaling
Semantic Differential Scale
Stapel Scale
Constant Sum
Open Ended
Lesson Summary
Learning Outcomes
Quiz 4.2
Primary & Secondary Research
Common Survey Methods
Newer Technology
Lesson Summary
Quiz 4.3
Everybody Uses Scales
How Scales Work
Assigning Numbers
Likert Scale
Lesson Summary
Quiz 4.4
Airlines & Comparative Scales
Types of Comparative Scales
Salsa & Non-Comparative Scales
Trusting the Numbers
Lesson Summary
Quiz 4.5
Marketing Research Questionnaires
Designing Questions
Structured
Unstructured
Which Type of Question to Use?
Improving Response Rate
Lesson Summary
Quiz 4.6
Inside the Consumer Mind
What Is Conjoint Analysis?
The Value of Conjoint
Lesson Summary
Quiz 4.7
Gamification & Surveys
Ways to Engage
Gamification Example
Lesson Summary
Quiz 4.8
Accuracy in Observation
Crowd Gauging Quantitative Methods
Reporting Statistics on Use
Marketing Research
Geographic Observation: Animal Behavior
Lesson Summary
Quiz 4.9
The History of Amazon
The Long-Term Vision of Amazon
The Marketing & Metrics of Amazon
Lesson Summary
Quiz 4.10
Introduction
Research
Dependent and Independent Variables
Unwanted Influence
Reducing or Increasing Changes
Lesson Summary
Learning Outcomes
Quiz 5.1
What Is Causal Effect?
Examples
Lesson Summary
Quiz 5.2
Correlation vs. Causation
Temporal Precedence
Covariance & Confounding Variables
Independent Variable Testing
Lesson Summary
Quiz 5.3
Introduction
Independent and Dependent Variables
Experimental vs. Control Groups
Samples
Lesson Summary
Lesson Objectives
Quiz 5.4
Quasi-Experiment: Definitions
Non-Equivalent Groups
Pretest-Posttest
Cross Sectional and Longitudinal
Ex Post Facto
Lesson Summary
Learning Outcomes
Quiz 5.5
Time
Cross-Sectional Design
Longitudinal Studies
Case Study
Lesson Summary
Learning Outcomes
Quiz 5.6
Experimental Design
Factorial Design
Experimental Names
Lesson Summary
Learning Outcome
Quiz 5.7
Factorial Design
Factors
Groups
Lesson Summary
Learning Outcome
Quiz 5.8
Marketing Research Experiment
Hypothesis
Analysis
Conclusions
Lesson Summary
Quiz 5.9
Marketing Field Experiments
Cost and Time
Competitive Intelligence
Consumer Confusion
Online Discussion
Lesson Summary
Quiz 5.10
Field Experiments in Entertainment
Lesson Summary
Quiz 5.11
Introduction
The Importance of Research
Benefits of Syndicated Research
Syndicated Research Sources
Lesson Summary
Quiz 6.1
What Is a Consumer Panel?
Purpose of a Consumer Panel
Lesson Summary
Quiz 6.2
The Long View
Marketing Uses
Longitudinal Study Challenges
Lesson Summary
Quiz 6.3
Finding Customers
GIS and Marketing Research
Help from the Government
Commercial GIS Providers
Lesson Summary
Quiz 6.4
Introduction
Getting Data in the System
Analyzing the Data
Online Surveys
Lesson Summary
Quiz 7.1
The Basics of Coding
The Code Book
Scoring the Data
Lesson Summary
Quiz 7.2
Using Respecification
Weighting & Respecification
Lesson Summary
Quiz 7.3
Market Researchers and Data
Excel Commands to Re-Code Data
Lesson Summary
Quiz 7.4
Customer Behavior
SPSS and Excel
Which to Choose?
Lesson Summary
Quiz 7.5
Central Tendency
Mean
Median
Mode
Lesson Summary
Quiz 7.6
Mean & Standard Error Definition
Finding the Mean
The Mean Isn't Perfect
Finding the Standard Error
Example of Finding the Standard Error
Vocabulary & Definitions
Learning Outcomes
Lesson Summary
Quiz 7.7
Measures of Variability
Range
Standard Deviation
Variance
Lesson Summary
Learning Outcomes
Quiz 7.8
The Spread in Data Sets
Range
Interquartile Range
Variance
Lesson Summary
Learning Outcomes
Quiz 7.9
Making Sense of Data
Descriptive Statistics
Inferential Statistics
Predictive Statistics
Statistical Software
Lesson Summary
Learning Outcomes
Quiz 7.10
What Is Categorical Data?
Data as Percentage
Data Table
Bar Graph
Lesson Summary
Learning Outcomes
Quiz 7.11
Categorical Data
Bar Graph
Estimates
Predictions
Lesson Summary
Learning Outcomes
Quiz 7.12
What Is a Frequency Distribution?
Weird Data
Now What Do I Do with This Data?
Too Much Information
Lesson Summary
Quiz 7.13
Crunching the Numbers
Tire Example in Excel
Lesson Summary
Quiz 7.14
How Bad Will It Be When They Leave?
Show Me Everything, But Don't Use More Than One Page
If You Build It, the Data Will Come
Lesson Summary
Quiz 7.15
Introduction
Categorizing Statistics
Descriptive Statistics
Inferential Statistics
Lesson Summary
Learning Outcomes
Quiz 8.1
Definitions Involved in Chi-Square Test
Statistics
Example
Lesson Summary
Learning Outcomes
Quiz 8.2
Definitions
Null & Alt
t-Test Stats
Lesson Summary
Learning Outcomes
Quiz 8.3
Definitions
One-Way Between Subjects
One-Way Repeated Measure
Two-Way
Lesson Summary
Learning Outcomes
Quiz 8.4
Z-tests and Drive-Thrus
Different Types
One-Sample Z-Test Formula
Two-Sample Z-Test
Lesson Summary
Quiz 8.5
Accurate Calculation
A Rookie Mistake
It's Just a Simple Average, Right?
Nope - Not Just a Simple Average
When Nothing but the Best Will Do
Lesson Summary
Quiz 8.6
Hypothesis Testing
Large Independent Samples
Z-Test
Example
Lesson Summary
Quiz 8.7
Background on Proportions
Conditions for Hypothesis Testing
Procedure
Lesson Summary
8.8 quiz
Proportions
Proportions & Hypothesis Testing
Example
Lesson Summary
Quiz 8.9
Hypothesis Testing Matched Pairs
What Is Paired Data?
The Important Equation
Example
Example
Lesson Summary
Quiz 8.10
Introduction
Correlation Coefficient and Related Definitions
Perfect and No Correlation
Real Correlations
Lesson Summary
Learning Outcomes
Quiz 9.1
Pizza!
Coefficient of Determination Derived
Coefficient of Determination Computed
Lesson Summary
Quiz 9.2
Are They Really Related?
Using Excel to Build a Correlation Matrix
Interpreting the Results
Lesson Summary
Quiz 9.3
What Is Regression Analysis?
Regression Analysis in Business
Regression Equation
Lesson Summary
Quiz 9.4
What Is Regression Analysis?
Bivariate Analysis
Regression Analysis in Business
Regression Equation
Lesson Summary
Quiz 9.5
Factor Analysis Introduction
What Is a Factor Analysis?
Exploratory Factor Analysis
Confirmatory Factor Analysis
Lesson Summary
Quiz 9.6
Factor Analysis Introduction
What Is a Factor Analysis?
Exploratory Factor Analysis
Confirmatory Factor Analysis
Lesson Summary
Quiz 9.7
Perceptual Mapping Defined
Similarity Data
Preference Data
Lesson Summary
Quiz 9.8
Introduction
Market Research
Consumer Participation
Reaching Out to Customers
Privacy Issues
Challenges
Lesson Summary
Quiz 10.1
What Is Mobile Marketing?
Benefits of Mobile Marketing
Lesson Summary
Quiz 10.2
Defining Big Data Analytics
Increasing Profitability
Gaining a Competitive Advantage
Gaining Market Share
Improving Workplace Safety
Lesson Summary
Quiz 10.3
Target Marketing
Ethical Target Marketing
Unethical Target Marketing
Lesson Summary
Learning Outcomes
Quiz 10.4
Getting Social for Business
Market Research on Facebook
Lesson Summary
Quiz 10.5
Market Research
Google Trends
Google Surveys
Google Forms
Lesson Summary
Quiz 10.6
Introduction
Formal Report Defined
Front Matter
Text
Back Matter
Lesson Summary
The Three Main Components of Formal Reports Overview
Learning Outcomes
Quiz 11.1
Do You Know What You Don't Know?
Building Blocks
Where Is All That Data?
Evaluating a Market Research Proposal
Inside or Outside?
Lesson Summary
Quiz 11.2
Market Research Reports
Executive & Top Line Reports
Full Research Report
Lesson Summary
Quiz 11.3
A Marketing Research Presentation
Using Software
What to Include
Tailoring Your Presentation
Lesson Summary
Quiz 11.4
About this Assignment
Prompt - Case Study
Grading Rubric
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FINAL EXAM