Chapter 15 Marketing Research Tools Learning Objectives ✓ Solved

Chapter 15 Marketing Research Toolslearning Objectivesrecognize The

Chapter 15 – Marketing Research Tools Learning Objectives: Recognize the importance of research in marketing decision making. Appreciate the different marketing research techniques and their importance. Reflect on the assigned readings for the week. Identify what you thought was the most important concept(s), method(s), term(s), and/or any other thing that you felt was worthy of your understanding. Also, provide a graduate-level response to each of the following questions: Imagine designing a conjoint for your b-school’s café. In particular, you’re in charge of the daily pizza orders. Pizzas are tricky—while they’re a simple food, they can be created in a zillion combinations. What factors should you test in terms of your fellow students’ likely preferences? Wheat crust vs. white, thick vs. thin, plain cheese vs. sausage vs. sausage and green pepper vs. vegetarian (you get the picture). Design a conjoint that would result in identifying 2 or 3 popular slices that your café managers could order every morning. The student body knows you’re responsible—how do you make most of them happy? This activity/assignment will help students understand surveys for assessing customer satisfaction. Assignment Activity: Create a short customer satisfaction surveys for the B2B and B2C customers of a company selling laptops or similar products. How do these surveys differ from each other? The assignment is to answer the question provided above in essay form. This is to be in narrative form and should be as thorough as possible. Bullet points should not to be used. The paper should be at least 1.5 - 2 pages in length, Times New Roman 12-pt font, double-spaced, 1 inch margins and utilizing at least one outside scholarly or professional source related to marketing management. The textbook should also be utilized. Do not insert excess line spacing. APA formatting and citation should be used.

Sample Paper For Above instruction

In the realm of marketing research, understanding customer preferences and satisfaction is vital for effective decision-making. The importance of research in marketing lies in its ability to provide insights into consumer behavior, preferences, and perceptions, which are essential for developing tailored products and services. As highlighted in Kotler and Keller's (2016) textbook, marketing research techniques such as conjoint analysis and customer satisfaction surveys serve as critical tools for understanding the nuanced needs of different customer segments. This paper explores designing a conjoint analysis for a university café’s daily pizza offerings and delineates the differences between B2B and B2C customer satisfaction surveys, illustrating their significance in marketing strategy and customer relationship management.

To address the challenge of designing a conjoint analysis for the university café, it is essential to identify the key factors influencing student preferences. Conjoint analysis is a statistical technique used to determine how people value different features that make up an individual product. In the case of pizza selection, factors such as crust type (wheat vs. white), crust thickness (thick vs. thin), and toppings (plain cheese, sausage, sausage with green pepper, vegetarian) are critical variables. By creating hypothetical pizza options that vary across these factors, the café can gauge student preferences and identify the most popular combinations. For example, a factorial design might include pizzas with wheat crust, thin crust, sausage, and green pepper, among others, totaling a manageable number of profiles for survey respondents to evaluate.

The goal of this conjoint analysis is to identify two or three core combinations that are most preferred by students, allowing the café managers to streamline their daily orders effectively. For instance, the analysis might reveal that students favor a thin crust with sausage and green pepper, or a wheat crust with vegetarian toppings. These insights enable the café to meet the majority's preferences without unnecessary complexity, thus maximizing customer satisfaction and operational efficiency.

Understanding how to make the student body happy involves balancing the most popular options with the need to offer variety. Introducing two to three staple pizza choices based on conjoint analysis results ensures that students are generally satisfied, while also providing some diversity to accommodate different tastes. Communicating these options effectively and highlighting their popularity can increase overall approval and perceived responsiveness of the café.

Turning to customer satisfaction surveys, designing effective questionnaires for B2B and B2C contexts requires an understanding of their distinct needs and expectations. B2B surveys target corporate clients who purchase in bulk or on a contractual basis, focusing on aspects such as product reliability, delivery timeliness, and overall service quality. These surveys tend to be more detailed and technical, as businesses value efficiency and strategic partnerships. In contrast, B2C surveys for individual consumers emphasize personal satisfaction, product performance, and overall shopping experience. Questions may include ratings of product features, ease of use, price fairness, and customer service.

The key difference between these surveys lies in their structure and focus. B2B surveys often include open-ended questions to gather detailed feedback that can inform long-term contracts and supply chain improvements. B2C surveys, on the other hand, typically employ Likert scales and multiple-choice questions to quickly assess customer satisfaction levels and identify areas for immediate improvement. Both types of surveys are instrumental for informing marketing strategies; B2B surveys help optimize business relationships, while B2C surveys drive customer-centric innovations.

In conclusion, marketing research tools such as conjoint analysis and customer satisfaction surveys are integral to understanding and meeting customer needs. Conjoint analysis provides actionable insights into product feature preferences, aiding in the development of offerings that appeal to target segments. Simultaneously, customized satisfaction surveys enable companies to refine their service quality and foster stronger customer relationships. By leveraging these techniques, organizations can make data-driven decisions that enhance customer satisfaction and loyalty, ultimately contributing to business success in competitive markets.

References

• Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
• Malhotra, N. K., & Birks, D. F. (2017). Marketing research: An applied approach (5th ed.). Pearson.
• Hair, J. F., Wolfinbarger, M., Money, A. H., Samouel, P., & Page, M. J. (2015). Essentials of business research methods. Routledge.
• Cravens, D. W., & Piercy, N. F. (2013). Strategic marketing. McGraw-Hill Education.
• Green, P. E., & Rao, V. R. (1972). Integrating,

  // Contexts, and application of conjoint analysis. Journal of Marketing Research, 9(2), 127-137.

• Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125-143.
• Matthing, J., Sandberg, B., & Edvardsson, B. (2004). New service development: Learning from and with customers. Service Business, 1(3), 159-174.
• Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). ES-QUAL a multiple-item scale for measuring electronic service quality. Journal of Service Research, 7(3), 213-233.
• Wilson, A. (2010). Marketing research: An integrated approach. Pearson Education.
• Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer. Routledge.