Managing Marketing   InformationThe Marketing Research Process  Cecilia M. O. Alvarez
Learning Objectives• At the end of this lecture you will be able to:  – List the stages of the Marketing Research     Proc...
The Marketing Research ProcessStep 1: Establish the need for marketing research    Step 2: Define the problem        Step ...
The Marketing Research ProcessStep 7: Design data collection forms    Step 8: Determine sample plan and size        Step 9...
The Marketing Research Process  • Words of Caution    – Not all studies use every step.    – Steps are not always sequenti...
Step 1: Establish the Need for Marketing                Research• When Marketing Research is not needed?  – The informatio...
Step 2: Define the Problem•The research problem can come about from: –The need to solve a current problem –A desire to pur...
Step 3: Establish Research Objectives• Objectives tell the researcher exactly how to  obtain the information they need. Th...
The Birth of M&M Dark    Chocolate CandyA major package goods firm is deciding onwhether to continue the development of an...
Should they dare to go to                the dark side?• Research problem:  – To determine if the company    should procee...
Should they dare to go to          the dark side?• Research objective:  – Conduct a survey based upon a    representative ...
Step 4: Determine Research Design• Exploratory Research: collects information in  an unstructured and informal manner• Des...
Step 5: Identify Information Types and                  Sources• Secondary Data: information that has been  collected for ...
Step 6: Determine Methods of Accessing                  Data• Secondary Data: accessing data through  sources such as the ...
Step 7: Design Data Collection Forms• The design of the data collection form that is  used to ask and record information i...
Step 8: Determine Sample Plan and Size• Sample plan: refers to the process used to  select units from the population to be...
The Healthy SnackThe low-salt and unsalted crackers accountedfor 7.2% of the total cracker sales in 2002.These crackers va...
The Healthy Snack In order to continue to build the low-saltcracker business and to effectively defendthese brands against...
The Healthy Snack• Research problem/opportunity: To protect  our brand from competitive entries to the  market by increasi...
The Healthy Snack• Research objectives: Conduct a survey among low-  salt/unsalted cracker consumers, and determine:  1. C...
The Healthy Snack• Research Design: descriptive research• Information Type: primary data.• Data Collection Method: Nationa...
The Healthy Snack• Sampling Plan: It is suggested a two-stage  mailing to a consumer panel.  – An initial screening phase ...
Step 9: Collect Data• Data collection is very important because,  regardless of the data analysis methods  used, data anal...
Step 10: Analyze Data• Data cleaning: process by which raw data  are checked to verify that the data have  been correctly ...
Step 11: Prepare and Present the        Final Research Report• Consists of a formal written research report  and an oral p...
Managing Marketing   InformationThe Marketing Research Process Cecilia M. O. Alvarez
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  • Welcome to the Managing Marketing Information lecture 2. This lecture will describe the steps included in the marketing research process.
  • At the end of this lecture …
  • In the previous lecture we established the need for marketing research and the role it plays in aiding marketing managers to take decisions. In this lecture we will describe the 11 steps of the marketing research process…Step 1…
  • I have some words of caution:First, not all studies use all the steps, for example there are some studies that are just exploratory in nature, they are not formal and therefore a simple search on the web might reach the research objectives.Second, sometimes the steps are not sequential, for example, in the middle of the data collection the researcher realized that the research objectives need to be changed. We will examine each step in detail through out the semester, but for now, let me describe briefly each step in this lecture,
  • In order to be able to make that decision the manager would like to know … All this questions are information gaps that we would like to
  • betterunderstand the purchase and usage dynamics within the low-salt/unsalted cracker market and the particular brands’ strengths and weaknesses
  • Mr process

    1. 1. Managing Marketing InformationThe Marketing Research Process Cecilia M. O. Alvarez
    2. 2. Learning Objectives• At the end of this lecture you will be able to: – List the stages of the Marketing Research Process – Understand the interconnectedness of the stages within the marketing research process – Recognize each step of the marketing research process in real case studies. Cecilia M. O. Alvarez
    3. 3. The Marketing Research ProcessStep 1: Establish the need for marketing research Step 2: Define the problem Step 3: Establish research objectives Step 4: Determine research design Step 5: Identify information types and sources Step 6: Determine methods of accessing data Cecilia M. O. Alvarez
    4. 4. The Marketing Research ProcessStep 7: Design data collection forms Step 8: Determine sample plan and size Step 9: Collect data Step 10: Analyze data Step 11: Prepare and present a research report Cecilia M. O. Alvarez
    5. 5. The Marketing Research Process • Words of Caution – Not all studies use every step. – Steps are not always sequential. Cecilia M. O. Alvarez
    6. 6. Step 1: Establish the Need for Marketing Research• When Marketing Research is not needed? – The information is already available – Decisions need to be made now! – Can’t afford doing research – Costs outweigh the value of the research Cecilia M. O. Alvarez
    7. 7. Step 2: Define the Problem•The research problem can come about from: –The need to solve a current problem –A desire to pursue an opportunity Problem is a situation that call for managers to make choices among alternatives. So in order to define the problem the marketing manager needs to determine first the decision to be made. Cecilia M. O. Alvarez
    8. 8. Step 3: Establish Research Objectives• Objectives tell the researcher exactly how to obtain the information they need. They define: • What information will be collected? • From whom? • And in what format? Cecilia M. O. Alvarez
    9. 9. The Birth of M&M Dark Chocolate CandyA major package goods firm is deciding onwhether to continue the development of anew “hard candy” product. The new productis a line extension offering a distinctive newingredient ( dark chocolate) that should beattractive to at least some category users. Cecilia M. O. Alvarez
    10. 10. Should they dare to go to the dark side?• Research problem: – To determine if the company should proceed (or not) with the introduction of a new “hard candy” product containing dark chocolate. Cecilia M. O. Alvarez
    11. 11. Should they dare to go to the dark side?• Research objective: – Conduct a survey based upon a representative sample of the target market (adults between 20- 65 years) and determine their attitudes and purchase intention (measured with a 7 point scales) of a new “hard candy” product containing dark chocolate. Cecilia M. O. Alvarez
    12. 12. Step 4: Determine Research Design• Exploratory Research: collects information in an unstructured and informal manner• Descriptive Research: refers to a set of methods and procedures describing marketing variables• Causal Research (experiments): allows isolation of causes and effects Cecilia M. O. Alvarez
    13. 13. Step 5: Identify Information Types and Sources• Secondary Data: information that has been collected for some other purpose other than the research at hand• Primary Data: information that has been gathered specifically for the research objectives at hand Cecilia M. O. Alvarez
    14. 14. Step 6: Determine Methods of Accessing Data• Secondary Data: accessing data through sources such as the Internet and library• Primary Data: collecting data through methods such as telephone, mail, and face-to-face interviews, mall-intercept studies, online surveys or observation studies and focus groups. Cecilia M. O. Alvarez
    15. 15. Step 7: Design Data Collection Forms• The design of the data collection form that is used to ask and record information in marketing research projects is critical to the success of the project. – Quantitative (questionnaires) – Qualitative (observation studies) Cecilia M. O. Alvarez
    16. 16. Step 8: Determine Sample Plan and Size• Sample plan: refers to the process used to select units from the population to be included in the sample• Sample size: refers to determining how many elements of the population should be included in the sample Cecilia M. O. Alvarez
    17. 17. The Healthy SnackThe low-salt and unsalted crackers accountedfor 7.2% of the total cracker sales in 2002.These crackers vary in importance to theparent brand. The established entry into thelow-salt and unsalted category now accountsfor 23% of the total brand volume. However,with the recent success, competitive entrieshave begun to appear. Cecilia M. O. Alvarez
    18. 18. The Healthy Snack In order to continue to build the low-saltcracker business and to effectively defendthese brands against new competitive entries(increase and maintain market share), abetter understanding of consumers’ usage oflow-salt and unsalted crackers and theirattitudes towards our brand and thecompetition is needed. Cecilia M. O. Alvarez
    19. 19. The Healthy Snack• Research problem/opportunity: To protect our brand from competitive entries to the market by increasing the usage and benefits (strengths) of our brand. Cecilia M. O. Alvarez
    20. 20. The Healthy Snack• Research objectives: Conduct a survey among low- salt/unsalted cracker consumers, and determine: 1. Consumers attitudes ( 7 point scales like/dislike) towards our brand and the competition on the main brand benefits: taste, nutrition, calories, and sodium content. 2. Determine the consumer’s product usage context (how, how much, when, and with what is the product consumed) Cecilia M. O. Alvarez
    21. 21. The Healthy Snack• Research Design: descriptive research• Information Type: primary data.• Data Collection Method: National mail survey among users of any brand of crackers (Krispy, Rits, Premium, Town House, Wheat Thins, and Triscuit). Cecilia M. O. Alvarez
    22. 22. The Healthy Snack• Sampling Plan: It is suggested a two-stage mailing to a consumer panel. – An initial screening phase in order to identify product users. – A follow-up phase with an extensive auto- administered survey.• Sample Size: It is suggested a minimum of 150 users per brand Cecilia M. O. Alvarez
    23. 23. Step 9: Collect Data• Data collection is very important because, regardless of the data analysis methods used, data analysis cannot “fix” bad data.• Non-sampling errors may occur during data collection. Cecilia M. O. Alvarez
    24. 24. Step 10: Analyze Data• Data cleaning: process by which raw data are checked to verify that the data have been correctly entered from the data collection form to the computer software program• Data analysis: involves entering data into computer files, inspecting data for errors, and running tabulations and various statistical tests Cecilia M. O. Alvarez
    25. 25. Step 11: Prepare and Present the Final Research Report• Consists of a formal written research report and an oral presentation• Its importance cannot be overstated because it is the report, or its presentation, that properly communicates the results to the client. Cecilia M. O. Alvarez
    26. 26. Managing Marketing InformationThe Marketing Research Process Cecilia M. O. Alvarez

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