Principles of Marketing
MKT3010
Chapter 10
Marketing Research
Patricia Knowles, Ph.D.
Associate Professor
Clemson Universi...
2
Principles of Marketing
MKT3010
2
Segmentation, Targeting, and Positioning
These are the learning objectives guiding the...
33
The Marketing Research Process
Answers to some research questions are readily accessible, as a simple data search would...
44
Step 1: Defining Objectives and Research
Needs
Principles of Marketing
MKT3010
To determine whether to conduct research...
55
Step 2: Designing the Research
Principles of Marketing
MKT3010
In this step, researchers identify the type of data need...
66
Step 3: Data Collection Process
Principles of Marketing
MKT3010
After answering why and how, researchers must determine...
77
Step 4: Analyzing Data and Developing
Insights
Principles of Marketing
MKT3010
The problem today is not too little data...
88
Step 5: Action Plan and Implementation
Principles of Marketing
MKT3010
A typical marketing research report would start ...
99
Principles of Marketing
MKT3010
Check Yourself
1. What are the steps in the marketing research
process?
2. What is the ...
1010
Principles of Marketing
MKT3010
External Secondary Data
Secondary data are plentiful and free, whereas syndicated dat...
1111
Internal Secondary Data
Principles of Marketing
MKT3010
Every day, consumers provide wide-ranging data that get store...
1212
Check Yourself
Principles of Marketing
MKT3010
1. What is the difference between internal and
external secondary rese...
1313
Qualitative versus Quantitative Data
Collection Techniques
Principles of Marketing
MKT3010
Managers commonly use seve...
1414
Check Yourself
Principles of Marketing
MKT3010
1. What are the types of qualitative research?
1515
Advantages and Disadvantages of Secondary
and Primary Data
Principles of Marketing
MKT3010
A summary of the advantage...
1616
Check Yourself
Principles of Marketing
MKT3010
1. What are the types of quantitative research?
2. What are the advant...
1717
The Ethics of Using Customer Information
Principles of Marketing
MKT3010
A strong ethical orientation must be an inte...
1818
Check Yourself
Principles of Marketing
MKT3010
1. Under what circumstances is it ethical to use
consumer information ...
1919
Glossary
Principles of Marketing
MKT3010
Data are raw numbers or other factual information that, on their own, have l...
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Marketing (4th Edition) by Grewal & Levy, McGraw-Hill - Irwin, 2014.

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Ppt chapter 10

  1. 1. Principles of Marketing MKT3010 Chapter 10 Marketing Research Patricia Knowles, Ph.D. Associate Professor Clemson University 1
  2. 2. 2 Principles of Marketing MKT3010 2 Segmentation, Targeting, and Positioning These are the learning objectives guiding the chapter and will be explored in more detail in the following slides. Identify the five steps in the marketing research process. Describe the various secondary data sources. Describe the various primary data collection techniques. Summarize the differences between secondary data and primary data. Examine the circumstances under which collecting information on consumers is ethical. LO1 LO2 LO3 LO4 LO5
  3. 3. 33 The Marketing Research Process Answers to some research questions are readily accessible, as a simple data search would show. Principles of Marketing MKT3010 Defining the objectives and research needs Designing the research Data collection process Analyzing data and developing insights Action plan and implementation
  4. 4. 44 Step 1: Defining Objectives and Research Needs Principles of Marketing MKT3010 To determine whether to conduct research, two questions must be addressed: What? How? What information is needed to answer specific research questions? How should that information be obtained?
  5. 5. 55 Step 2: Designing the Research Principles of Marketing MKT3010 In this step, researchers identify the type of data needed and determine the type of research necessary to collect it. Type of data Type of research
  6. 6. 66 Step 3: Data Collection Process Principles of Marketing MKT3010 After answering why and how, researchers must determine where they can find the data. Secondary data Primary data
  7. 7. 77 Step 4: Analyzing Data and Developing Insights Principles of Marketing MKT3010 The problem today is not too little data but, in many instances, too much. Firms are drowning in data, and their challenge is to convert that data into information. Converting data into information to explain, predict and/or evaluate a particular situation. ©GettyImages
  8. 8. 88 Step 5: Action Plan and Implementation Principles of Marketing MKT3010 A typical marketing research report would start with a two page executive summary. This would highlight the objectives of the study, methodology and key insights. The body of the report would go through the objectives of the study, issues examined, methodology, analysis and results, insights and managerial implications. We would end with conclusions and any limitations or caveats. Many consultants today, provide an executive summary, power point presentation of the report, questionnaire and tabulated study results. Executive Summary Body Conclusions Limitations Supplements including tables, figures, appendicesDigital Vision/Getty Images
  9. 9. 99 Principles of Marketing MKT3010 Check Yourself 1. What are the steps in the marketing research process? 2. What is the difference between data and information?
  10. 10. 1010 Principles of Marketing MKT3010 External Secondary Data Secondary data are plentiful and free, whereas syndicated data generally are more detailed but can be very costly. Syndicated Data Scanner Research Panel Research
  11. 11. 1111 Internal Secondary Data Principles of Marketing MKT3010 Every day, consumers provide wide-ranging data that get stored in increasingly large databases. Data Warehouse Data Mining
  12. 12. 1212 Check Yourself Principles of Marketing MKT3010 1. What is the difference between internal and external secondary research?
  13. 13. 1313 Qualitative versus Quantitative Data Collection Techniques Principles of Marketing MKT3010 Managers commonly use several exploratory research methods: observation, in-depth interviewing, focus group interviews, and projective techniques. If the firm is ready to move beyond preliminary insights, it likely is ready to engage in conclusive research, which provides the information needed to confirm those insights and which managers can use to pursue appropriate courses of action. Data collection research Qualitative research Quantitative research
  14. 14. 1414 Check Yourself Principles of Marketing MKT3010 1. What are the types of qualitative research?
  15. 15. 1515 Advantages and Disadvantages of Secondary and Primary Data Principles of Marketing MKT3010 A summary of the advantages and disadvantages of each type of research. Type Examples Advantages Disadvantages Secondary Research Primary Research  Census data  Sales invoices  Internet information  Books  Journal articles  Syndicated data  Saves time in collecting data because they are readily available  Free or inexpensive (except for syndicated data)  May not be precisely relevant to information needs  Information may not be timely  Sources may not be original, and therefore usefulness is an issue  Methodologies for collecting data may not be appropriate  Data sources may be biased  Observed consumer behavior  Focus group interviews  Surveys  Experiments  Specific to the immediate  data needs and topic at hand  Offers behavioral insights  generally not available from  secondary research  Costly  Time consuming  Requires more sophisticated  training and experience to design  study and collect data
  16. 16. 1616 Check Yourself Principles of Marketing MKT3010 1. What are the types of quantitative research? 2. What are the advantages and disadvantages of primary and secondary research?
  17. 17. 1717 The Ethics of Using Customer Information Principles of Marketing MKT3010 A strong ethical orientation must be an integral part of a firm’s marketing strategy and decision making. It is extremely important for marketers to adhere to ethical practices when conducting marketing research. Strong ethical orientation Adhere to ethical practices
  18. 18. 1818 Check Yourself Principles of Marketing MKT3010 1. Under what circumstances is it ethical to use consumer information in marketing research? 2. What challenges do technological advances pose for the ethics of marketing research?
  19. 19. 1919 Glossary Principles of Marketing MKT3010 Data are raw numbers or other factual information that, on their own, have limited value to marketers. Experimental research is a type of quantitative research that systematically manipulates one or more variables to determine which variables have a causal effect on another variable. Marketing research consists of a set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data that can aid decision makers involved in marketing goods, services, or ideas. Panel research is a type of quantitative research that involves collecting information from a group of consumers (the panel) over time. Scanner research is a type of quantitative research that uses data obtained from scanner readings of UPC codes at check-out counters. Survey is a systematic means of collecting information from people that generally uses a questionnaire. Syndicated data are data available for a fee from commercial research firms such as Information Resources Inc. (IRI), National Purchase Diary Panel, and ACNielsen.

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