Marketing research report


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Marketing research report

  1. 1. Marketing Research<br />Presented by: <br />Dennis Ortega<br />Sheryl Arambala <br />Lauren Kate Salvador<br />Robert Patrick Lee<br />
  2. 2. Definition<br />-is the process of collecting and using information for marketing decision making. <br />- It aids decision makers by presenting pertinent data that transforms it into useful information and suggesting possible actions. <br />
  3. 3. Development of Marketing Research<br /><ul><li>N.W. Ayer, the first organized marketing research project in 1879.</li></ul>- Charles C. Parlin in 1911, first commercial research at Curtis Publishing Company<br />
  4. 4. Marketing Research Suppliers<br />Syndicated Services- an organization that provides a standardized set of data to all customers.<br />Full-Service Research Suppliers- an organization that contracts with clients to conduct complete marketing research projects.<br />Limited-Service Research Suppliers- a marketing research firm that specializes in a limited number of activities.<br />
  5. 5. Marketing Research Activities <br />Scanning Activities<br /> - search for opportunities and challenges in the firm’s environment <br />Risk Assessment <br /> - helps the firm to measure the cost and benefits of a particular course of action.<br /> c. Monitoring<br /> - these includes analyzing sales and profit data, customer satisfaction levels and results from advertising and promotion programs.<br /> - defined as diagnostic tools <br />
  6. 6. Marketing Research Process<br />Defining the Problem<br /> - well defined questions<br /> - avoid confusing symptoms of a problem<br /> with the problem itself<br />Conducting Exploratory Research<br /> - seeks to discover the cause of a specific problem<br /> - usually includes evaluation of company records, such as sales and profit analysis and data about the sales and profits of competitor’s products<br />
  7. 7. Using Internal Data<br />Sales Analysis - compares actual and expected sales based on a detailed sales forecast by territory, product, customer, and salesperson. <br />Ratio Analysis – compares performance in current and previous years against industry benchmarks. <br />Marketing Cost Analysis – evaluation of expenses for tasks like selling, warehousing, advertising and delivery in order to determine the profitability of particular customers, territories and product lines.<br />
  8. 8. Formulating a Hypothesis<br />- a tentative explanation for some specific event<br /> - a statement about the relationship among variables that carries clear implications for testing this relationship<br />Creating a Research Design<br />- a series of decisions that taken together comprise a master plan or model for conducting marketing research<br /> - selection of respondents <br />
  9. 9. Collecting Data<br />- Primary – refers to data collected for the first time especially for marketing research study.<br />- Secondary – is data from previously published or compiled sources.<br />Advantages:<br /> - it is almost always less expensive to gather.<br /> - researchers usually must spend less time to locate and use secondary data.<br />
  10. 10. Interpreting and Presenting the Research Information<br />- interpret the findings and present the research information in a format that allows them to make effective judgments<br /> - conclusions must be clear, concise and actionable terms<br /> - should outline technical details of the research methods in an appendix<br />Marketing Researcher’s Knowledge <br />and Experience<br />Research <br />User’s Knowledge and Experience<br />Areas <br />of Mutual<br /> Understanding<br />
  11. 11. Marketing Research Methods<br />Secondary Data Collection<br />Two types:<br /> - Internal (sales reports, product performance reviews, sales force activity results and marketing cost reports)<br /> - External ( gov’t records, syndicated research services and industry publications) <br />Other Source of Data<br /><ul><li> Government Data
  12. 12. Private Data
  13. 13. Online Sources Data
  14. 14. Sampling Techniques </li></li></ul><li>Sampling – is the process of selecting survey respondents.<br />Probability Samples<br /><ul><li> Simple Random Sample
  15. 15. Stratified Samples
  16. 16. Cluster Samples</li></ul>Nonprobability Samples<br /><ul><li> Convenience Samples
  17. 17. Quota Samples</li></li></ul><li>Primary Research Methods<br /><ul><li> Observation Method
  18. 18. Survey Method</li></ul> - Telephone Interviews<br /> - Personal Interviews<br /> - Focus Groups<br /> - Mail Surveys<br /> - Fax Surveys<br /> - Online Surveys<br /><ul><li> The Experimental Method</li></li></ul><li>Computer Technology in Marketing Research<br />The Marketing Information System (MIS)- planned computer-based system designed to provide managers with a continuous flow of information relevant to their specific decisions and areas of responsibility. <br />The Marketing Decision Support System (MDSS)- marketing information system component that links a decision maker with relevant databases and analysis tools.<br />Data Mining - process of searching through customer information files to detect patterns that guide marketing decision making. <br />
  19. 19. Thank You!<br />GOD BLESS YOU<br />