Lecture Marketing Research[1]


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Lecture Marketing Research[1]

  1. 1. 1<br />Lamb, Hair, McDaniel<br />2010-2011<br />CHAPTER 9<br />Decision Support Systems and Marketing Research<br />
  2. 2. 2<br />Marketing Decision Support Systems<br />Explain the concept and purpose of a marketing decision support system<br />LO1<br />
  3. 3. 3<br />DatabaseMarketing<br />Marketing DecisionSupport Systems<br />The creation of a large computerized file of customers’ and potential customers’ profiles and purchase patterns.<br />The key tool for successfulone-to-one marketing.<br />LO1<br />
  4. 4. 4<br />The Role ofMarketing Research<br />Define marketing research and explain its importance to marketing decision making<br />LO2<br />
  5. 5. 5<br />MarketingResearch<br />The Role ofMarketing Research<br />The process of planning, collecting, and analyzing data relevant to a marketing decision.<br />LO2<br />
  6. 6. 6<br /><ul><li>Gathering and presenting factual statements
  7. 7. What are consumer attitudes toward our product?</li></ul>Descriptive<br /><ul><li>Explaining data
  8. 8. What was impact on sales after change in package design?</li></ul>Diagnostic<br /><ul><li>“What if?”
  9. 9. How can we use research to predict results of planned marketing decisions?</li></ul>Predictive<br />The Role ofMarketing Research<br />LO2<br />
  10. 10. 7<br /><ul><li>Improve quality of decision making
  11. 11. Trace problems
  12. 12. Focus on keeping existing customers
  13. 13. Understand changes in marketplace</li></ul>Why marketing research?<br />The Importance of Marketing Research<br />LO2<br />
  14. 14. 8<br />Steps in a Marketing Research Project<br />Describe the <br />steps involved <br />in conducting <br />a marketing <br />research project<br />LO3<br />
  15. 15. 9<br />Define<br />Problem<br />Plan Design/<br />Primary Data<br />Specify<br />Sampling<br />Procedure<br />Collect<br />Data<br />Analyze<br />Data<br />Prepare/<br />Present<br />Report<br />Follow Up<br />The Marketing Research Process<br />1<br />2<br />3<br />4<br />5<br />6<br />7<br />LO3<br />
  16. 16. 10<br />Secondary Data<br />Information previously collected for any purpose other than the one at hand.<br />Advantages: <br /><ul><li>Saves time and money if on target
  17. 17. Aids in determining direction for primary data collection
  18. 18. Pinpoints the kinds of people to approach
  19. 19. Serves as a basis of comparison for other data</li></ul>LO3<br />
  20. 20. 11<br />Disadvantages of Secondary Data<br /><ul><li>May not give adequate detailed information
  21. 21. May not be on target with the research problem
  22. 22. Quality and accuracy of data may pose a problem</li></ul>LO3<br />
  23. 23. 12<br />Internal Corporate Information<br />Government Agencies<br />Trade and Industry Associations<br />Business Periodicals<br />News Media<br />Sources of Secondary Data<br />LO3<br />
  24. 24. 13<br />Which research questions must be answered?<br />How and whenwill data be gathered?<br />?<br />How willthe databe analyzed?<br />Planning theResearch Design<br />LO3<br />
  25. 25. 14<br />Primary Data<br />Information collected for the first time. Used for solving the particular problem under investigation.<br />Advantages: <br /><ul><li>Answers a specific research question
  26. 26. Data are current
  27. 27. Source of data is known
  28. 28. Secrecy can be maintained</li></ul>LO3<br />
  29. 29. 15<br />Disadvantages of Primary Data<br /><ul><li>Expensive
  30. 30. “Piggybacking” may confuse respondents
  31. 31. Quality declines if interviews are lengthy
  32. 32. Reluctance to participate in lengthy interviews</li></ul>Disadvantages are usually offset by the advantages of primary data.<br />LO3<br />
  33. 33. 16<br />The most popular technique for gathering primary data in which a researcher interacts with people to obtain facts, opinions, and attitudes.<br />Survey Research<br />Survey Research<br />LO3<br />
  34. 34. 17<br />Mail Surveys<br />In-Home Interviews<br />Executive Interviews<br />Mall Intercept Interviews<br />Focus Groups<br />Telephone Interviews<br />Forms of Survey Research<br />LO3<br />
  35. 35. 18<br />Open-Ended<br />Question<br />An interview question that encourages an answer phrased in respondent’s own words.<br />Closed-Ended<br />Question<br />An interview question that asks <br />the respondent to make a selection from a limited list of responses.<br />Scaled-Response <br />Question<br />A closed-ended question <br />designed to measure the intensity <br />of a respondent’s answer.<br />Questionnaire Design<br />LO3<br />
  36. 36. 19<br />Clear and concise<br />No ambiguous language<br />Only one question<br />Unbiased<br />Reasonable terminology<br />http://www.surveymonkey.com/<br />Online<br />Questionnaire Design<br />LO3<br />
  37. 37. 20<br />Observation Research<br />LO3<br />
  38. 38. 21<br />Ethnographic Research<br />Ethnographic Research<br />The study of human behaviorin its natural context; involves observation of behavior and physical setting.<br />LO3<br />
  39. 39. 22<br />Virtual Shopping<br />Allows customers to “shop” with realistic complexity and variety<br />Tests can be altered quickly<br />Computer automatically collects data<br />Virtual Grocery Store<br />LO3<br />
  40. 40. 23<br />Sample<br />Universe<br />Probability Samples<br />Non-Probability Samples<br />Sampling Procedure<br />LO3<br />
  41. 41. 24<br />Probability Samples<br />Probability<br />Sample<br /> A sample in which every element in <br /> the population has a known statistical likelihood of being selected.<br />Random <br />Sample<br />A sample arranged so that every element of the population has an equal chance of being selected.<br />LO3<br />
  42. 42. 25<br />Nonprobability Samples<br />Nonprobability<br />Sample<br />Any sample in which little or <br />no attempt is made to get a representative cross-section <br />of the population.<br />Convenience <br />Sample<br />A form of nonprobability sample <br />using respondents who are <br />convenient or readily <br />accessible to the researcher.<br />LO3<br />
  43. 43. 26<br />Measurement <br />Error<br />Error when there is a difference <br />between the information desired and the information provided by research<br />Sampling <br />Error<br />Error when a sample somehow does not represent the target population.<br />Frame <br />Error<br />Error when a sample drawn from a <br />population differs from the <br />target population.<br />Random <br />Error<br />Error because the selected sample is <br />an imperfect representation of <br />the overall population.<br />Types of Errors<br />LO3<br />
  44. 44. 27<br />Analyzing the Data<br />A method of analyzing data that lets the analyst look at the responses to one question in relation to the responses to one or more other questions.<br />Cross-Tabulation<br />LO3<br />
  45. 45. 28<br />Preparing andPresenting the Report<br /><ul><li>Concise statement of the research objectives
  46. 46. Explanation of research design
  47. 47. Summary of major findings
  48. 48. Conclusion with recommendations</li></ul>LO3<br />
  49. 49. 29<br />Following Up<br /><ul><li>Were the recommendations followed?
  50. 50. Was sufficient decision-making information included in the report?
  51. 51. What could have been done to make the report more useful to management?</li></ul>LO3<br />
  52. 52. 30<br />The Profound Impact of the Internet onMarketing Research<br />Discuss the profound impact of the Internet on marketing research<br />LO4<br />
  53. 53. 31<br />Impact of the Internet<br /><ul><li>Allows better and faster decision making
  54. 54. Improves ability to respond quickly to customer needs and market shifts
  55. 55. Makes follow-up studies and tracking research easier
  56. 56. Slashes labor- and time-intensive research activities and costs</li></ul>LO4<br />
  57. 57. 32<br />Rapid development,<br />Real-time reporting<br />Reduced costs<br /> Personalized questions <br />and data<br />Improved respondent <br />participation<br />Contact with the <br />hard-to-reach<br />Advantages ofInternet Surveys<br />LO4<br />
  58. 58. 33<br />Administer surveys<br />Conduct focus groups<br /> Other types of marketing research<br />http://www.greenfieldonline.com<br />Online<br />Uses of the Internet by Marketing Researchers<br />LO4<br />
  59. 59. 34<br />Advantages of Online Focus Groups<br /><ul><li>Speed
  60. 60. Cost-effectiveness
  61. 61. Broad geographic scope
  62. 62. Accessibility
  63. 63. Honesty</li></ul>LO4<br />
  64. 64. 35<br />Web Community Research<br />A carefully selected group of consumers who agree to participate in an ongoing dialogue with a particular corporation.<br />Web communities:<br />Engage customers<br />Achieve customer-derived innovations<br />Establish brand advocates<br />Offer real-time results<br />LO4<br />
  65. 65. 36<br />Role of Blogs in Marketing Research<br /><ul><li>Refined technologies allow companies to mine data available in Internet blogs.
  66. 66. Companies can identify the most influential bloggers and learn exactly what they are saying (and how they are saying it).</li></ul>LO4<br />
  67. 67. 37<br />Scanner-Based Research<br />Discuss the growing importance of <br />scanner-based research<br />LO5<br />
  68. 68. 38<br />BehaviorScan<br />InfoScan<br />Aggregate consumerinformation on allbar-coded products<br />Panel information from<br />Specific groups of people,<br />enables researchers to manipulate variables and seereal results<br />Scanner-Based Research<br />A system for gathering information from a single group of respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and the things they buy.<br />LO5<br />
  69. 69. 39<br />BehaviorScan<br /> With such a measure of household purchasing, it is possible to manipulate marketing variables, such as television advertising or consumer promotions, or to introduce a new product and analyze real changes in consumer buying behavior.<br />InfoScan<br />Retail sales, detailed consumer purchasing information (including measurement of store loyalty and total grocery basket expenditures), and promotional activity by manufacturers and retailers are monitored and evaluated for all bar-coded products. <br /> Data are collected weekly from more than 34,000 supermarkets, drugstores, and mass merchandisers.<br />LO5<br />Scanner-Based Research<br />
  70. 70. 40<br />When Should Marketing Research Be Conducted?<br />Explain when marketing research should be conducted<br />LO6<br />
  71. 71. 41<br /> When Should Marketing Research Be Conducted?<br /><ul><li>Where there is a high level of uncertainty
  72. 72. When value of research information exceeds the cost of generating the information</li></ul>LO6<br />
  73. 73. 42<br />Competitive Intelligence<br />Explain the concept <br />of competitive intelligence<br />LO7<br />
  74. 74. 43<br />Competitive Intelligence<br />An intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors.<br />http://www.scip.org<br />Online<br />Competitive Intelligence<br />LO7<br />