Transcript of "Chapter 4 - Marketing Research Process"
Chapter 4 – Marketing Research
Marketing Problem - 1
A restaurant chain wants to estimate eating out
habit of students in IBS Campus.
Marketing Problem - 2
A magazine distribution house wants to know
how many people read a specific magazine
Marketing Problem - 3
A company wants to assess its advertising
Marketing Problem - 4
What are the reasons behind shipping cart
abandonment? What are the possible
remedies to counter shipping cart
Marketing Problem - 5
Assume you are interested in opening a children’s
retail clothing store specializing in upscale children’s
fashions for newborn through 10-years-olds. You are
unsure whether there is enough demand in your
area to be profitable. What information you need
before making this decision and decide on which
sources can provide that information?
Furthermore assume your plan to conduct a survey
to better estimate demand for this product
The systematic design, collection, analysis, and
reporting of data relevant to a specific marketing
situation facing an organization.
Marketing Research Process
2. Develop the
3. Collect the
4. Analyze the
5. Present the
6. Make the
1. Defining Problems and
Which type of problem is this?
Do we have clarity about what we want to
Think backwards i.e. end-means
Types of marketing research
Exploratory Descriptive Causal
2. Develop the Research Plan
Internal records, primary data and secondary data
Focus Group Research
Data Drives Strategy
Organizations are drowning in data.
Survey results, internal records, private reports,
Click stream data, web analytics, etc.
Marketing insight occurs somewhere between
information and knowledge.
Soures of data: Internal records
Accounting, finance, production and marketing
personnel collect and analyze data.
Nonmarketing data, such as sales and advertising
Sales force data
Conversion rate, ads effectiveness, tracking customer
Customer characteristics and behavior
Universal product codes
Tracking of user movements through web pages
Can be collected more quickly and less
expensively than primary data.
Secondary data may not meet e-marketer’s
Data were gathered for a different purpose.
Quality of secondary data may be unknown.
Data may be old.
Marketers continually gather business
intelligence by scanning the environment.
Public and Private Data Sources
•Publicly generated data
• U.S. Patent Office
• American Marketing Association
• Social Media Database
•Privately generated data
• Well Known Expert’s Blog - Seth Godin’s Blog
• Forrester Research
• Pew Research Center
Analyzing the industry in which a firm operates as a
input to the firms' strategic positioning to
understand competitors vulnerability
Competitors press release
New product launch
Trade show activity
Social media conversations
Web site logs
Third-party industry specific sites
Advise to be objective, especially before using
information on web pages
Control for cultural differences
Don’t get distracted by website design
Discover the website’s author identity
Try to determine whether the site author is an
authority on the web site topic
Check to see when site was last updated
Determine how comprehensive the site is
Try to establish triangulation
Check to site content for accuracy
Two electronic sources of primary data
Primary data collection on the Net:
Real-space data collection refers to technology-
enabled gathering of information offline.
Online Research Advantages & Disadvantages
Can be fast and inexpensive.
Surveys may reduce data entry errors.
Respondents may answer more honestly and
Researchers are using online panels to combat
sampling and response problems.
Other Technology-Enabled Approaches
•Client-side Data Collection
• Use PC meter with panel of users to track the user
•Server-side Data Collection
• Data log software
• Real-time profiling tracks users’ movements through
a web site.
Real-Space Data Collection, Storage, and Analysis
•Offline data collection may be combined with
•Transaction processing databases move data
from other databases to a data warehouse.
•Data collected can be analyzed to help make
• Data Mining
• Customer Profiling
• Recency, Frequency, Monetary (RFM) Analysis
• Report Generating