Marketing bán hàng - Chapter 8: Marketing research and information system

Chapter 8 Marketing Research and Information System Chapter Outline Nature of Marketing ResearchMarketing Information SourcesSecondary Research- Private Sources- Public SourcesPrimary ResearchSampling Chapter Outline Basic Methods of Data Collection- Observation- QuestioningMeasurement- Conceptual Equivalence- Instrument Equivalence- Linguistic Equivalence- Response Style- Measurement Timing- External ValidityChapter Outline Marketing Information System- System Development- Desirable Characteristics- SubsystemsMarketing ResearchSystematic gathering, recording, and analyzing of dataMarketing Information Sources Primary data - information collected firsthand to answer specific, current research questions- advantages: specific, relevant, and up-to-date information - disadvantages: high cost and amount of time Marketing Information Sources Secondary data- information already been collected for other purposes- advantages: lower cost and time - disadvantages: less meaningful dataBasic Methods of Data CollectionObservation- advantages: more objective data- disadvantages: not as versatile, higher cost, and more timeQuestioning- advantages: versatility, speed (time), and cost- disadvantages: less objective dataMeasurement Reliability- instrument yielding consistent resultsInternal Validity- instrument measuring what it is supposed to measureExternal Validity- ability to generalize research result to other populations Measurement IssuesConceptual Equivalence- a concept being interpreted in the same manner in various culturesFunctional Equivalence- an object performing the same function in various countriesDefinitional or Classification Equivalence- an object being defined or classified in the same way in various countriesMeasurement Issues Instrument Equivalence- emic instrument: instrument designed to be used in only one culture- etic instrument: instrument designed to be applied in various culturesLinguistic Equivalence- translation that is equivalent to the original languageMeasurement IssuesResponse style- acquiescence- extreme responding- use of the middle response category on the rating scales- socially desirable respondingMeasurement Timing- simultaneous- sequential- independentTranslation Techniques back translationparallel-blind translationcommittee approachrandom probedecentering