Marketing & Social Media

Probability samples:

• Simple random sample
  • Every member of the population has an equal chance of selection
• Stratified random sample
  • The population is divided into mutually exclusive groups (such as age groups), and random samples are drawn from each group
• Cluster (area) sample
  • The population is divided into mutually exclusive groups (such as city blocks), and the researcher draws a sample of the groups to interview

Nonprobability samples:

• Convenience sample
  • The researcher selects the most accessible population members (often students)
• Judgment sample
  • The researcher selects population members who are good prospects for accurate information
• Quota sample
  • The researcher finds and interviews a prescribed number of people in each of several categories

What different classifications are there for qualitative research procedures?

Qualitative Research Procedures

• Direct (Non- disguised)
  • Focus Groups
  • Depth Interviews
• Indirect (Disguised)
  • Projective Techniques
    • Association Techniques
    • Completion techniques
    • Construction techniques
    • Expressive techniques

• Two-way focus group. This allows one target group to listen to and learn form a related group. E.g. a focus group of physicians viewed a focus group f arthritis patients discussing the treatment they desired.
• Dual-moderator group. A focus group conducted by two moderators: One moderator is responsible for the smooth flow of the session, and the other ensures that specific issues are discussed.
• Dueling-moderator group. There are two moderators, but hey deliberately take opposite positions on the issues to be discussed.
• Respondent-moderator group. The moderator asks selected participants to play the role of moderator temporarily to improve group dynamics.
• Client-participant groups. Client personnel are identified and made part of the discussion group.
• Mini groups. These groups consist of a moderator and only 4 or 5 respondents.
• Tele-session groups. Focus group sessions by phone using the conference call technique.
• Online Focus groups. Focus groups conducted online over the Internet.

Symbolic analysis attempts to analyse the symbolic meaning of objects by comparing them with their opposites. The logical opposites of a product that are investigated are: non-usage of the product, attributes of an imaginary “nonproduct,” and opposite types of products.

“What would it be like if you could no longer use airplanes?”

 “Without planes, I would have to rely on letters and long-distance calls.”

Airlines sell to the managers face-to-face communication. Advertising theme: The airline will do the same thing for a manager as Federal Express does for a package.

Survey Methods:

• Telephone
  • Traditional telephone: Telephone interviewing gathers information quickly, while providing flexibility
  • Computer-assisted telephone interviewing
• Personal
  • In-Home
  • Mall intercept
  • Computer-assisted personal interviewing
• Mail: Mail questionnaires are used to collect large amounts of information at a low cost per respondent.
  • Mail Interview
  • Mail Panel
• Electronic
  • E-Mail
  • Internet

• Observational research
  • Gathering primary data by observing relevant people, actions, and situations
  • Ethnographic research: sending trained observers to watch and interact with consumers in their natural environments
  • Define sample unit for research
• Survey research
  • Asking people questions about their knowledge, attitudes, preferences, and buying behaviour
  • Define clear sample size
• Experimental research
  • Selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses.
  • Personal, Online
  • Sampling plan - ask what the sampling procedure is

• For structured observation, the researcher specifies in detail what is to be observed and how the measurements are to be recorded, e.g., an auditor performing inventory analysis in a store.
• In unstructured observation, the observer monitors all aspects of the phenomenon that seem relevant to the problem at hand, e.g., observing children playing with new toys.
• In disguised observation, the respondents are unaware that they are being observed. Disguise may be accomplished by using one-way mirrors, hidden cameras, or inconspicuous mechanical devices. Observers may be disguised as shoppers or sales clerks.
• In undisguised observation, the respondents are aware that they are under observation.
• Natural observation involves observing behavior as it takes places in the environment. For example, one could observe the behavior of respondents eating fast food in Burger King.
• In contrived observation, respondents' behavior is observed in an artificial environment, such as a test kitchen.

Observation Methods

• Personal observation
• Mechanical observation
• Audit
• Content analysis
• Trace analysis

• Personal observation
  • A researcher observes actual behavior as it occurs.
  • The observer does not attempt to manipulate the phenomenon being observed but merely records what takes place.
  • For example, a researcher might record traffic counts and observe traffic flows in a department store.
• Mechanical observation
  • Do not require respondents' direct participation.
    • Turnstiles that record the number of people entering or leaving a building.
    • On-site cameras (still, motion picture, or video)
    • Optical scanners in supermarkets
  • Do require respondent involvement.
    • Eye-tracking monitors
    • Pupilometers
    • Voice pitch analyzers

• Audit
  • The researcher collects data by examining physical records or performing inventory analysis.
  • Data are collected personally by the researcher.
  • The data are based upon counts, usually of physical objects.
  • Retail and wholesale audits conducted by marketing research suppliers
• Content analysis
  • The objective, systematic, and quantitative description of the manifest content of a communication.
  • The unit of analysis may be words, characters (individuals or objects), themes (propositions), space and time measures (length or duration of the message), or topics (subject of the message).
  • Analytical categories for classifying the units are developed and the communication is broken down according to prescribed rules.
• Trace analysis
  • Data collection is based on physical traces, or evidence, of past behavior.
  • The number of different fingerprints on a page was used to gauge the readership of various advertisements in a magazine.
  • The position of the radio dials in cars brought in for service was used to estimate share of listening audience of various radio stations.
  • The age and condition of cars in a parking lot were used to assess the affluence of customers.
  • Internet visitors leave traces which can be analyzed to examine browsing and usage behavior by using cookies.

• They permit measurement of actual behavior rather than reports of intended or preferred behavior.
• There is no reporting bias, and potential bias caused by the interviewer and the interviewing process is eliminated or reduced.
• Certain types of data can be collected only by observation.
• If the observed phenomenon occurs frequently or is of short duration, observational methods may be cheaper and faster than survey methods

• The reasons for the observed behavior may not be determined since little is known about the underlying motives, beliefs, attitudes, and preferences.
• Selective perception (bias in the researcher's perception) can bias the data.
• Observational data are often time-consuming and expensive, and it is difficult to observe certain forms of behavior.
• In some cases, the use of observational methods may be unethical, as in observing people without their knowledge or consent.
• It is best to view observation as a complement to survey methods, rather than as being in competition with them.

An experimental design is a set of procedures specifying:

• The test units and how these units are to be divided into homogeneous subsamples,
• What independent variables or treatments are to be manipulated
• What dependent variables are to be measured and
• How the extreaneous variables are to be controlled

There are labatory tests = test done in artificial environment for e.g. packaging, taste

Or the experiment is done in the field = done in a natural environment like a storetest, Posttest of advertising impact recognition recall

Advertising

• Pretest
• Posttest
  • Recognition
  • Recall
    • Unaided Recall
    • Aided recall

1. Data collection
   1. Researchers should guard against various problems.
      1. Techniques and technologies
      2. Data quality
      3. Timelines
2. Processing the data
   1. Check for accuracy
   2. Code for analysis
3. Analysing the data
   1. Tabulate results
   2. Compute statistical measures

Responsibilities of the market researcher:

• Interpret the findings
• Draw conclusions
• Report findings to management

Responsibilities of managers and researchers:

• Work together closely when interpreting research results
• Share responsibility for the research process and resulting decisions

1. Vision- Mission
2. Corporate Goals: sales, profit, market share
3. Goalds on functional business areas: personnel, production, marketing, sales, distribution
4. Precise marketing goals: market share, sales, customer satisfaction, awareness, image

Corporate Goals

• Purchasing goals
• Production goals
• Financial goals
• Marketing goals
  • Prod. Goals
  • Contracting goals
  • Distribution goals
  • Communications goals

1. Objectives need to be measurable
2. Long-, mid- and short-term objectives to be differentiated
3. Qualitative and quantitative objectives to be specified
4. Objectives to be horizontally and vertically harmonized

Operationalization and measureable with 4 "W" plus 2 "How":

1. What kind of objective? (specific)
2. How much or many? (amount)
3. By when? (timing)
4. Which product?(object)
5. Whom and where? (subject: target group and place)
6. How? By doing what? Whith which partner? And maybe why?

Additional cross check according to SMART (specific, measurable, achievable, relevant, time oriented)  e.g. "We do increase the market shre to 20% for the product X in Seitzerland withing the target group by the end of this year by increasing the advertising spending.

SMART (specific, measurable, achievable, relevant, time oriented)

Consumer buyer behavior: buying behavior of final consumers

Consumer market: all the individuals and households that buy or acqurie goods and services for personal consumption.

Cultural:

• Culture, subculture, social class

Social:

• Groups and social networks, family, roles and status

Personal:

• Age and lifecycle stage, occupation, economic situation, lifestyle, personality and self-concept

Psychological:

• Motivation
• Perception
• Learning
• Beliefs and attitudes

Buyer

According to maslow, human needs are arranged in a hierarchy. Starving people will take little interest in the latest happenings in the art world. ( from top down)

1. Self actualization need: self-development and realization
2. Esteem needs: self-esteem, recognition, status
3. Social needs: sensce of belonging, love
4. Safety needs: security, protection
5. Physiological need: hunger, thirst

1. Need recognition
2. Information search
3. Evaluation of alternatives
4. Purchase decision
5. Postpurchase behavior

• What business are we in?
  1. Demand and supply define the market
• Select customers to serve
  1. Market Segmentation: Divide the total market into smaller segments
  2. Choice of target market: select the segment or segments to enter
• Decide on a value proposition
  1. Positioning: position the market offering in the minds of target customers
  2. Differentiation: differentiate the market offering to create superior customer value

1. Object demarcation
   1. Is the snowboard competing with ski and other snow gear?
2. Subject demarcation
   1. Which age has our target group?
3. Territorial demarcation
   1. Local, regional, national, global?
4. Seasonal demarcation
   1. How long is the snowboard season? When are snowboards mostly bought?