On Wednesday, March 2, 2011, Michael A. Meczka, President of Meczka Marketing/Research/Consulting, Inc., spoke to my UCSB Extension class "Marketing Research and Strategic Applications (BUSAD X409.25). His presentation provided an extensive overview of all facets of marketing research, including personal examples and stories from Mr. Meczka's more than 30 years in the industry. For more about Meczka Marketing/Research/Consulting, Inc. please visit http://www.mmrcinc.com and for more about my UCSB Extension classes please visit http://ucsb.generative.com.

1. Marketing Research &Strategic Applications March 2, 2011 Prepared by Meczka Marketing/Research Consulting, Inc.

2. Marketing Research A process of obtaining information concerning customer’s attitudes or behavior toward concepts, products, or services to support marketing. What better way to learn, than to ask and listen?

3. Business Does Not Know Its Customers. That’s Why We Better Listen! Never have so many, spent so much time and money to understand so little about their core customer. “Half of my marketing dollars are wasted. I just don’t know which half.” Compound this with half of the advertising dollars wasted, maybe ¼ efficiency?

4. Efficiency of Advertising/Marketing Spend

5. K I S S Marketing Research is not “survey says”. Keep It Simple and Straightforward. Cost effective research mandates a direct no frills questioning sequence. Define exactly what needs to be learned to aid in the decision process or meet the objective.

6. Marketing Research Procedures/Strategy Define Decisions to be made Information required Analysis required Decision criteria Appropriate methodology Appropriate sample Implement Analyze Report Review

7. Two Types of Marketing Research PRIMARY RESEARCH – Do It Yourself SECONDARY RESEARCH – Somebody already did it

9. Developed to meet the specific needs of the entity for which the research is conducted

11. Cost Effective Research Requires Standardization Construct the questionnaire and ask questions in a consistent, accepted, easily understood format. Virtually all questions are in the public domain. Virtually all scales are in the public domain. Virtually all analytical methods are in the public domain. Utilize what is known, proven and accepted as the standard.

12. Cost Effective Research Uses Available Data and Resources Awareness of available secondary public domain data will aid in controlling research cost. Awareness of existing for-purchase data will also aid in controlling research cost. Only conduct primary research after exhausting all existing available data.

13. Two Types of Primary Research QUALITATIVE QUANTITATIVE

15. Smaller sample size

16. Can not be projected

17. Discussion guide

18. Feelings/subjectiveQualitative Research

20. Uses For Qualitative Research To generate hypotheses that can be further tested quantitatively. To generate information helpful in structuring consumer questionnaires. To provide overall background information on a product category. To get impressions on new product concepts for which there is little information available.

21. Uses For Qualitative Research To stimulate new ideas about older products. To generate ideas for new creative concepts. To interpret previously obtained quantitative results.

22. QUANTITATIVE Ask, Listen, Count, Learn Empirical evaluations of attitudes, behavior, performance, activities Developed from a sample that is representative of a larger universe If sampled correctly, quantitative results can be projected to the respective universe from which the sample was drawn Structured questionnaire Number oriented Quantitative Research

25. Examples of Quantitative Research Mail Surveys Telephone Surveys Self Administered Surveys Personal Interviews E-Mail Interviews Internet Interviews Personal Intercept with Telephone Callback Comment Cards

26. Comparison of Data Collection Methods PersonalTelephoneMailInternet Collection Cost High Medium Low Very Low Time Required Medium Low High Very Low Budget Required Small Medium Large Very Low Data Quantity Per Respondent High Medium Low Low to Med Reaches Wide Sample No Maybe Yes Yes Reaches Special Location Yes Maybe No Yes

27. Relative Cost Index

28. Comparison of Data Collection Methods PersonalTelephoneMailInternet Interaction/Respondents Yes Yes No Possible Interviewer Bias High Medium None None Non-response Bias Low Low High High Sample Size Bias Low Medium High High Visual Stimuli Yes No Maybe Maybe Interviewer Training Yes Yes No Maybe

29. Pareto Principle Applies

30. % of Tracked Play Accounted For by % of Members Visits Per Year

31. % of Tracked Play Accounted For by % of Members Visits Per Year

32. Beware of Biases That May Void All Research Method selection Question design Non response Interviewer Order Sampling Analytical Reporting

33. A Question on One TopicStructured Four Different Ways OPEN-ENDEDWho would you like to see elected Governor in this year's election?CLOSE-ENDED RATINGHow well do you think each of these candidates would perform if elected Governor? 1. Meczka Poor Fair Good Excellent2. Gilbert Poor Fair Good Excellent3. Smith Poor Fair Good Excellent4. Jones Poor Fair Good Excellent

34. A Question on One TopicStructured Four Different Ways CLOSE-ENDED WITH UNORDERED RESPONSE CHOICES Which of these four candidates would you most like to see elected Governor? (CIRCLE YOUR ANSWER.) MECZKA GILBERT SMITH JONESPARTIALLY CLOSE-ENDEDWho would you like to see elected Governor? (CIRCLE NUMBER OF YOUR ANSWER.) 1 MECZKA2 GILBERT3 SMITH 4 JONES5 OTHER (PLEASE SPECIFY) _________________

35. Attitude Scales Thurstone• Respondents mark all statements with which they agree.Likert-type• 1 2 3 4 5 Strongly Strongly Disagree Disagree Undecided Agree AgreeGuttman (Forced choice)• I would rather eat pizza than sushi.Yes ( ) No ( )Semantic Differential• Uses a pair of extreme adjectives.For me __________Not for me For families______ Not for families

36. Basic Report /The Executive Overview What We Were Trying To Learn What We Did What We found What We Recommend

37. Too Little Knowledge is Dangerous Research done incorrectly with too small samples or bias responses will lead to erroneous conclusions. It is better not to do anything and guess than to initiate and implement an incorrect research plan.