978-0134058498 Chapter 4 Solution Manual

subject Type Homework Help
subject Pages 2
subject Words 848
subject Authors Kevin Lane Keller, Philip T Kotler

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END-OF-CHAPTER SUPPORT
MARKETING DEBATEWhat Is the Best Type of Marketing Research?
Many market researchers have their favorite research approaches or techniques, though different
researchers often have different preferences. Some researchers maintain that the only way to really
learn about consumers or brands is through in-depth, qualitative research. Others contend that the only
legitimate and defensible form of marketing research uses quantitative measures.
Take a position: The best marketing research is quantitative in nature versus the best marketing
research is qualitative in nature.
Suggested Response
Pro: People are complex in their buying habits and purchase decision-making. Consumers, do not
always have the capacity to voice, or understand how they decide to purchase a particular product or
service. As a result, good marketing research should delve into the consumers’ “purchase decision
trees” to understand hidden motivations and influences. Good qualitative research may undercover
hidden purchase agendas, hidden uses for the product, or hidden opportunities for new, yet
undeveloped products. Because of the freedom afforded to both researchers in their probes and
consumers in their responses, qualitative research can often be a useful step in exploring consumers’
brand and product perceptions.
The drawbacks of quantitative research, which include selection bias, response bias, and
non-response, will always allow this type of research to be criticized for such shortcomings and their
results discounted. Qualitative research, although having its own sets of disclaimers, closely describes
the actions of consumers—that is what marketing is all about in the first place—to get someone to
purchase something.
Con: Quantitative research is the only accepted method of marketing research that can be scientifically
defended. Quantitative research methods, techniques, and modeling have advanced substantially in
recent years. Along with these advancements in techniques, quantitative research has improved in its
predictability and accuracy due to more sophisticated mathematical processes. Quantitative research is
also the most economically and timely research available today. With quantitative research, there is
secondary data that can quickly be accessed further reducing time and cost considerations. As the
world increases in its “speed of information” and “speed of living,” quick, accurate information
becomes essential for a marketer to possess.
With the proper framing of the research assignment and the proper set of specific research objectives,
quantitative research is the most efficient method to gather the necessary information in the shortest
time for the lowest cost.
MARKETING DISCUSSION
When was the last time you participated in a survey? How helpful do you think the information was
you provided? How could the research have been done differently to make it more effective?
Suggested Response
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Individual student answers will depend upon the survey chosen, however, the students should frame
their responses in terms of some of the main topics of this chapter.
Marketing Excellence: IDEO
1) Why has IDEO been so successful?
2) What is the most difficult challenge they face in conducting their research and designing their
products?
3) In the end, IDEO creates great solutions for companies that then receive all the credit. Should
IDEO try to create more brand awareness for itself? Why or why not?
Marketing Excellence: INTUIT
Questions:
1) Why are consumer research and design thinking so critical to Intuit’s success?
2) What are the challenges Intuit faces in the near future?
3) How important are Intuit’s products for mobile devices?

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