Key Topics in Marketing Research What is it? Why is it important? How is it done? Marketing Research
Marketing Research Defined Marketing Research  consists of the procedures to develop and analyze new information to help m...
Who Does “Custom” Marketing Research In-house research departments Custom research firms Consulting firms Marketing Resear...
Internationalization of Marketing Research
The Importance of Marketing Research Reason #1:  Not getting the right information is the fastest path to marketing disast...
The Importance of Marketing Research Reason #2:  research is often done poorly … and with serious consequences <ul><li>Man...
The Importance of Marketing Research Reason #3:  big changes are underway because of technology <ul><li>Instant feedback a...
Ethical Issues in Marketing Research Withheld information Acceptability of Findings Research vs. Selling Ethical Issues “ ...
Marketing Research Process – Step 1 Defining the Problem Early Identification of Solution <ul><li>Most important and diffi...
Researcher – Manager Collaboration That overpaid yuppie is clueless--she doesn’t even know how a chi-square is computed   ...
Marketing Research Process – Step 2 Defining the Problem Analyzing the Situation Feedback to Previous Steps Early Identifi...
An Example of Secondary Data
Marketing Research Process – Step 3 Defining the Problem Analyzing the Situation Getting Problem- Specific Data Early Iden...
Primary Data -- Qualitative
Primary Data - Quantitative Questioning Mail, telephone, face-to-face, and internet surveys
Primary Data - Quantitative Questioning Observation Mail, telephone, face-to-face, and internet surveys Human or machine o...
Primary Data - Quantitative Questioning Observation Experiments Mail, telephone, face-to-face, and internet surveys Human ...
The Research Proposal A good research proposal keeps the process on track What data will be collected Quality control stan...
Marketing Research Process – Step 4 Defining the Problem Analyzing the Situation Getting Problem- Specific Data Inter- pre...
Data Interpretation Is the sample representative? Is the data reliable? Is the data valid? Key Issues Are the statistical ...
Data Interpretation
Marketing Research Process – Step 5 Defining the Problem Analyzing the Situation Getting Problem- Specific Data Inter- pre...
Information Enters a Database Market Research Studies Internal Data Sources External Data Sources Databases Inputs Informa...
Support Systems Interact with the Database Market Research Studies Internal Data Sources External Data Sources Databases D...
Decisions and Outcomes Market Research Studies Internal Data Sources External Data Sources Databases Decision Support Syst...
Marketing Strategy Planning Process Customers Needs and other Segmenting Dimensions Company Mission, Objectives, & Resourc...
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Marketing Research

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Marketing Research

  1. 1. Key Topics in Marketing Research What is it? Why is it important? How is it done? Marketing Research
  2. 2. Marketing Research Defined Marketing Research consists of the procedures to develop and analyze new information to help marketing managers make decisions. Marketing research gets the &quot;facts&quot; not already available in the marketing information system.
  3. 3. Who Does “Custom” Marketing Research In-house research departments Custom research firms Consulting firms Marketing Research Suppliers Advertising agencies Syndicated services Colleges and universities
  4. 4. Internationalization of Marketing Research
  5. 5. The Importance of Marketing Research Reason #1: Not getting the right information is the fastest path to marketing disaster. <ul><li>Base marketing strategies on valid evidence and analysis </li></ul><ul><li>Don’t blow it! </li></ul>
  6. 6. The Importance of Marketing Research Reason #2: research is often done poorly … and with serious consequences <ul><li>Managers may not know much about research </li></ul><ul><li>Quality of suppliers is highly variable </li></ul><ul><li>Research is often done on a crisis basis </li></ul>
  7. 7. The Importance of Marketing Research Reason #3: big changes are underway because of technology <ul><li>Instant feedback and rapid change </li></ul><ul><li>“ Real time” data </li></ul><ul><li>Lack of understanding about how to use the tools </li></ul><ul><li>Changes do not happen all at once </li></ul>
  8. 8. Ethical Issues in Marketing Research Withheld information Acceptability of Findings Research vs. Selling Ethical Issues “ Lying” with Statistics
  9. 9. Marketing Research Process – Step 1 Defining the Problem Early Identification of Solution <ul><li>Most important and difficult part of the process </li></ul><ul><li>What do we need to know? </li></ul><ul><li>What pieces of information will give us what we need? </li></ul><ul><li>Manager and researcher must work together </li></ul>
  10. 10. Researcher – Manager Collaboration That overpaid yuppie is clueless--she doesn’t even know how a chi-square is computed That marketing research geek doesn’t understand my business--she doesn’t even know my competitors! I stats
  11. 11. Marketing Research Process – Step 2 Defining the Problem Analyzing the Situation Feedback to Previous Steps Early Identification of Solution <ul><li>What information is already available </li></ul><ul><li>Expert interviews and case studies </li></ul><ul><li>Secondary data </li></ul>
  12. 12. An Example of Secondary Data
  13. 13. Marketing Research Process – Step 3 Defining the Problem Analyzing the Situation Getting Problem- Specific Data Early Identification of Solution Feedback to Previous Steps
  14. 14. Primary Data -- Qualitative
  15. 15. Primary Data - Quantitative Questioning Mail, telephone, face-to-face, and internet surveys
  16. 16. Primary Data - Quantitative Questioning Observation Mail, telephone, face-to-face, and internet surveys Human or machine observers
  17. 17. Primary Data - Quantitative Questioning Observation Experiments Mail, telephone, face-to-face, and internet surveys Human or machine observers Cause and effect relationships
  18. 18. The Research Proposal A good research proposal keeps the process on track What data will be collected Quality control standards that will be used How it will be collected From whom What it will cost How long it will take Who will analyze it Research Proposal
  19. 19. Marketing Research Process – Step 4 Defining the Problem Analyzing the Situation Getting Problem- Specific Data Inter- preting Data Early Identification of Solution Feedback to Previous Steps
  20. 20. Data Interpretation Is the sample representative? Is the data reliable? Is the data valid? Key Issues Are the statistical techniques appropriate?
  21. 21. Data Interpretation
  22. 22. Marketing Research Process – Step 5 Defining the Problem Analyzing the Situation Getting Problem- Specific Data Inter- preting Data Solving the Problem Early Identification of Solution Feedback to Previous Steps
  23. 23. Information Enters a Database Market Research Studies Internal Data Sources External Data Sources Databases Inputs Information Sources Questions and Answers Decision Maker Results
  24. 24. Support Systems Interact with the Database Market Research Studies Internal Data Sources External Data Sources Databases Decision Support System (DSS) Marketing Models Information Processing Specialists Inputs ? Answers New Information Information Sources Questions and Answers Decision Maker Results
  25. 25. Decisions and Outcomes Market Research Studies Internal Data Sources External Data Sources Databases Decision Support System (DSS) Marketing Manager Decisions Outcomes Marketing Models Information Processing Specialists Inputs ? Answers New Information Feedback Information Sources Questions and Answers Decision Maker Results
  26. 26. Marketing Strategy Planning Process Customers Needs and other Segmenting Dimensions Company Mission, Objectives, & Resources Competitors Current & Prospective S. W. O. T. External Market Environment Technology Political & Legal Social & Cultural Economic Targeting & Segmentation Positioning & Differentiation Narrowing down to focused strategy with quantitative and qualitative screening criteria

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