You can also potentially reach a broader geographic group than you could if you had to personally interview people. (Binghamton, NY: Haworth Press, 2007), 180. For example, when Toyota goes to an event such as a car show, the automaker’s marketing personnel ask would-be buyers to complete questionnaires directly on computers. Check out MarketResearch.com’s Web site. Make sure you include the original research objective and the problem that you identified at the beginning of the research process. It will give you quantitative measurements on a particular subject of interest. 1985 Pepsi Commercial—“They Changed My Coke”. A market research plan for your product is one aspect of determining where product placement should occur. Eight of the ten largest marketing research companies in the world are headquartered in the United States. The question is, are these people representative of the target market? For larger surveys, you have to pay a subscription price of a few hundred dollars. Exploratory research is less structured than other types of research, and secondary data is often utilized. Sometimes studies are commissioned to produce the result a client wants to hear—or wants the public to hear. For example, the research might show that people in one area of the country like the product better than people in another area. (The children get seventy-five dollars out of the deal, incidentally.) After or during the presentation, you can give the attendees the longer, paper version of the report so they can read the details at a convenient time, if they choose to. What sections should be included in a marketing research report? What is each section designed to do. One of the characters in the picture will have made a statement, and the person is asked to fill in the empty cartoon “bubble” with how they think the second character will respond. Also, don’t muddy the waters by asking two questions in the same question, something researchers refer to as a double-barreled question. For example, throughout the twentieth century, numerous studies found that smoking was good for people’s health. In other words, if a firm changes X (say, a product’s price, design, placement, or advertising), what will happen to Y (say, sales or customer loyalty)? You have probably read or heard about TV shows that get the highest (Nielsen) ratings. The firm operates in more than a hundred countries and employs more than forty thousand people. You will have defined the problem correctly, chosen the right sample, collected the data accurately, analyzed it, and your findings will be sound. As you begin to segment the results, make note of any trends that may start to develop. Depth interviews can be conducted in person or over the phone. As we have said, these are the basic sections of a marketing research report. For example, suppose a grocery store needed to quickly conduct some research on shoppers to get ready for an upcoming promotion. You need to select the research method that you are going to use for data collection. You can also purchase syndicated research. (Wagner, 2007). Their views wouldn’t be represented. Let’s look at the data you’re going to gather first. The company then tracked the results of the sales generated to see if they were in line with the earlier experiment it had conducted that led it to make the offer. Table 10.1 “Examples of Primary Data Sources versus Secondary Data Sources” shows some examples of primary versus secondary data sources. Certain colors, shapes, and symbols can have negative connotations in other countries. What makes a marketing research study valid? This is admittedly a simple example designed to help you understand the basic concept. Organizations also hire mystery shoppers to work around the problem. Once all the data is collected, the researchers begin the data cleaning, which is the process of removing data that have accidentally been duplicated (entered twice into the computer) or correcting data that have obviously been recorded wrong. And if they do go to the trouble of reading all the information, they probably won’t be listening to the speaker who is making the presentation.
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