Slide Presentation on Big Data in marketing.

1. MARKET RESEARCH IN THE
ERA OF BIG DATA
Mike Smith
Sinclair Community College
Foundation of Marketing

2. The Market Research Function
• How Marketing Research Has Evolved
• Computers have drastically changed how
research is conducted in companies today.
• Technology has enabled data collection and
analysis.
• Data collection has provided data driven
decision making.

3. The Market Research Function
• Who Conducts Marketing Research
• Outsourcing of market research has
become more common.
• Most companies hire marketing firms to
research for them.
• Independent marketing companies often
specialize in part of marketing research
projects rather than the entire study.

4. The Market Research Function
• Marketing Intelligence
• Analyzing information to align to business
strategy.
• Improve daily operations and tactical
decision making.
• Metrics are utilized for organizational
objectives and accountability.
• Metrics are used to measure organizational
performance.

5. The Market Research Function
• Data Mining and Predictive Analytics
• Special software to search through data to
find patterns.
• Data mining is also used to find
relationships that marketers do not see.
• Utilizing data to answer out of the ordinary
questions that the organization may not
have thought of.

6. The Market Research Process
• Conduct Exploratory Research
• Conduct discovery sessions with informed
sources to address a problem.
• Provides well rounded results when
monitored appropriately.
• This is used to measure how well the
organization performs on social media such
as Twitter, Facebook, Instagram, and
others.

7. The Market Research Process
• Interpret and Present Research Data
• Lastly to document research results and
present findings.
• Provides data for effective decision
making.
• Volume of data may present significant
issues during analysis.

8. Data Collection in the Marketing Process
• Secondary Data Collection
• The U.S. Government is the leading source
of marketing data.
• The U.S. Government census includes
housing, population, manufacturing, and
more.
• Online search engines may reduce
complexity in identifying secondary data
sources.

9. Primary Research Methods
• Observation Method
• This method is used to gain more
information about a market area.
• Observes the actions of the area they are
researching.
• For example, counting cars at a
potential business site, or documenting
license plates at a retail location.

10. Primary Research Methods
• Survey Methods
• Telephone interviews are utilized by
organizations to obtain small amounts of
data quickly.
• Precise questions provide the best results.
• Focus groups are effective when discussing
a specific topic.
• These groups usually discuss a given topic.