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The market research encyclopedia.

Market research can be a complicated and complex process nowadays, especially when it involves sophisticated techniques with names like probabilistic sampling, Box-Jenkins, or conjoint analysis. There is a need for a guide that will help managers determine the dimensions of the task, the resources that must be summoned, the data required, and other key elements. Here, from the head of market research at General Motors, is such a guide in outline form. Vincent P. Barabba walks the reader through the five major stages of the research effort. Each stage is represented in one table, and together the tables combine into a mammoth foldout for easy perusal. The stages are: 1. Assess the market information needs. 2. Measure the marketplace. 3. Store, retrieve, and display the data. 4. Describe and analyze market information. 5. Evaluate the research and assess its usefulness. Comprehensiveness is a hallmark of the "encyclopedia." In the second table, for example, one of the headings under "nonprobabilistic data" is "central location interviewing." Barabba lists the limitations of this kind of research: "Very expensive; responses in this artificial environment may not reflect responses in the market; complicated logistics; development of test product can be time consuming and expensive."

Decision Making, Organizational↗
PubMed1979

The application of market research in contraceptive social mass marketing in a rural area of Kenya.

Because of the restricted nature of clinic systems, commercial channels and social marketing techniques are now being mobilized for family planning purposes. Market research is fundamental to the success of such programs. In addition to normal survey procedures and the limitations of analysis merely in terms of pairwise relationships, systems models are applied to the survey findings of a Kenya contraceptive social marketing experiment in order to gain insights into the enogenous and exogenous variables relating to consumer behavior using bivariate techniques. The results of such analysis on the survey findings are presented. The conclusion is drawn that model building methodologies as described for evaluating contraceptive social marketing programs do not present any significant difficulties and that it is a practical and useful technique that provides useful insights into the dynamics of adoption of socially desirable products such as contraceptives.

Africa↗
PubMed1986

Targeting consumer needs through marketing research.

The importance of marketing research in health care has increased dramatically in recent years as hospitals grapple to maintain a place in today's uncertain market. This article examines how marketing research can enhance the effectiveness of your hospital's internal and external communications by identifying programs and services considered most important by consumers.

Health Services Needs and Demand↗
PubMed1994

Is performance related to marketing research in the health care industry?

Marketing research has grown to become indispensable for superior performance in packaged goods industries. While health care institutions are spending large amounts on marketing research, few studies focus upon the relationship of marketing research to health care organizational performance. Utilizing a national sample of U.S. hospitals, this article points out that marketing research and superior performance are positively associated.

Chi-Square Distribution↗
PubMed1992

Market research surveys in the marketing of consumer products.

To achieve commercial success, any skin care product having given functional properties will on the consumer market also depend on a high degree of attraction, comfort and effective marketing. To accomplish this, consumer surveys are necessary in the various stages of product development and the marketing process. A brief description of the latter is given and of the various types of related surveys. To illustrate certain product tests, examples are given of the relaunch of HTH in the nordic markets.

Adult↗
PubMed1991

The decision process for retirement center development: is market research being used effectively?

This paper examines the role of market research in the decision process used to invest in continuing care retirement centers (CCRCs). Given changing demographics and the availability of financing, there has been a rapid increase in the number of CCRCs that are being developed. However, a large number of these centers have either failed or are experiencing financial difficulty. Some industry participants have blamed poor or inadequate market research as a factor contributing to the failure of many centers to meet expectations. This paper discusses how the process used to invest in centers and how the motivations of the different actors in the investment decision can influence the role and use of market research. Recommendations are suggested for how industry investors can better understand and use market research in the decision to invest in a retirement center.

Aged↗
PubMed1984

Utilization of market research in managing hospital pharmacy resources.

A market research survey of staff physicians and nurses was completed to obtain information on customer preference to be used in making planning and development decisions about the allocation of the pharmacy department's resources. Survey questionnaires were mailed to representative samples of each professional group and included the optimum mix of open-ended and closed-ended questions that would result in the highest response rate. The survey responses identified differences in wants and needs between the nurses and physicians that demonstrate the value of market research. Data obtained from the survey are being used by a staff advisory committee and management to develop departmental goals and objectives that will reduce costs and increase profit margins under the ever-increasing restrictions of prospective reimbursement.

Hospital Bed Capacity, 500 and over↗
PubMed1985

Using and misusing marketing research in the healthcare industry.

As competition grows in health care, marketing research, especially consumer attitude research, is becoming increasingly important to the hospital's success and even survival. However, in the research process, mistakes are often made that invalidate the usefulness of the research. Those involved in marketing research, therefore, must be aware of the possible techniques to be used, potential audiences to be surveyed, the limitations of computer analysis, and the difference between consumer attitudes and intentions, if the information to be collected is to be reliable and useful to the organization.

Data Collection↗
PubMed2003

Secondary analysis of a marketing research database reveals patterns in dairy product purchases over time.

OBJECTIVE: Development of a method using marketing research data to assess food purchase behavior and consequent nutrient availability for purposes of nutrition surveillance, evaluation of intervention effects, and epidemiologic studies of diet-health relationships. DESIGN: Data collected on household food purchases accrued over a 13-week period were selected by using Universal Product Code numbers and household characteristics from a marketing research database. Universal Product Code numbers for 39,408 dairy product purchases were linked to a standard reference for food composition to estimate the nutrient content of foods purchased over time. SUBJECTS/SETTING: Two thousand one hundred sixty-one households located in Victoria, Texas, and surrounding communities who were active members of a frequent shopper program. ANALYSES: Demographic characteristics of sample households and the nutrient content of their dairy product purchases were analyzed using frequency distribution, cross tabulation, analysis of variance, and t test procedures. RESULTS: A method for using marketing research data was successfully used to estimate household purchases of specific foods and their nutrient content from a marketing database containing hundreds of thousands of records. Distribution of dairy product purchases and their concomitant nutrients between Hispanic and non-Hispanic households were significant (P<.01, P<.001, respectively) and sustained over time. APPLICATION/CONCLUSIONS: Purchase records from large, nationally representative panels of shoppers, such as those maintained by major market research companies, might be used to accomplish detailed longitudinal epidemiologic studies or surveillance of national food- and nutrient-purchasing patterns within and between countries and segments of their respective populations.

Adolescent↗
PubMed1993

Using market research for product line development.

A marketing research study determined patient needs and wants in order to tailor services within a family maternity care unit. In addition, an educational program, implemented in an effort to change the behavior of the caregivers in the clinical area, is described.

Adult↗