Marketing Research (Marketing, 8th Edition)

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Introduction to and overview of marketing research from which you will learn to: 1.) Identify the reason for doing marketing research and describe the five-step marketing research approach leading to marketing actions; 2.) Describe how secondary and primary data are used in marketing, including the uses of questionnaires, observations, experiments, and panels; 3.) Explain how information technology and data mining link massive amounts of marketing information to meaningful marketing actions.

Published in: Business, Technology

Marketing Research (Marketing, 8th Edition)

  1. 1. Slide 5-2 Marketing Research
  2. 2. Slide 8-3 AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO: <ul><li>Identify the reason for doing marketing research and describe the five-step marketing research approach leading to marketing actions. </li></ul><ul><li>Describe how secondary and primary data are used in marketing, including the uses of questionnaires, observations, experiments, and panels. </li></ul>
  3. 3. Slide 8-4 AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO: <ul><li>Explain how information technology and data mining link massive amounts of marketing information to meaningful marketing actions. </li></ul>
  4. 4. THE ROLE OF MARKETING RESEARCH Slide 8-8 <ul><li>What is Marketing Research ? </li></ul><ul><li>Decision </li></ul><ul><li>Why Good Marketing Research is Difficult </li></ul><ul><li>Five-Step Marketing Research Approach to Make Better Decisions </li></ul><ul><li>Decision Making </li></ul>
  5. 5. Slide 8-6 TEST SCREENINGS: LISTENING TO CONSUMERS TO REDUCE MOVIE RISKS <ul><li>Using Marketing Research to Reduce Movie Risk </li></ul><ul><li>Test Screenings </li></ul><ul><li>Tracking Studies </li></ul>
  6. 6. Slide 8-7 FIGURE 8-1 Marketing research questions asked in test screenings of movies, and how they are used
  7. 7. Slide 8-10 FIGURE 8-2 Five-step marketing research approach leading to better marketing actions
  8. 8. STEP 1: DEFINE THE PROBLEM Slide 8-13 <ul><li>Set the Research Objectives </li></ul><ul><li>Descriptive Research </li></ul><ul><li>Objectives </li></ul><ul><li>Three Kinds of Research </li></ul><ul><li>Causal Research </li></ul><ul><li>Exploratory Research </li></ul><ul><li>Identify Possible Marketing Actions </li></ul><ul><li>Measures of Success </li></ul>
  9. 9. STEP 2: DEVELOP THE RESEARCH PLAN Slide 8-16 <ul><li>Determine How to Collect Data </li></ul><ul><li>Methods </li></ul><ul><li>New-Product Concept </li></ul><ul><li>Concepts </li></ul><ul><li>Sampling </li></ul><ul><li>Probability Sampling </li></ul><ul><li>Nonprobability Sampling </li></ul><ul><li>Statistical Inference </li></ul><ul><li>Specify Constraints </li></ul><ul><li>Identify Data Needed for Marketing Actions </li></ul>
  10. 10. STEP 3: COLLECT RELEVANT INFORMATION Slide 8-20 <ul><li>Data </li></ul><ul><li>Secondary Data </li></ul><ul><li>Primary Data </li></ul>
  11. 11. Slide 8-21 FIGURE 8-3 Types of marketing information
  12. 12. STEP 3: COLLECT RELEVANT INFORMATION Slide 8-22 <ul><li>Internal Secondary Data </li></ul><ul><li>Census Bureau </li></ul><ul><li>Secondary Data </li></ul><ul><li>External Secondary Data </li></ul><ul><li>Periodicals/Journals </li></ul><ul><li>Syndicated </li></ul><ul><li>Data Services </li></ul><ul><li>Advantages and Disadvantages of Secondary Data </li></ul>
  13. 13. Slide 8-24 Concept Check <ul><ul><li>A: Secondary data are facts and figures that have already been recorded before the project at hand, whereas primary data are facts and figures that are newly collected for the project. </li></ul></ul>1. What is the difference between secondary and primary data?
  14. 14. Slide 8-25 Concept Check <ul><ul><li>A: Advantages include time savings, low cost, and a greater level of detail. </li></ul></ul><ul><ul><li>Disadvantages include data may be out of date, the definitions or categories may not be right, and not being specific enough for the project. </li></ul></ul>2. What are some advantages and disadvantages of secondary data?
  15. 15. STEP 3: COLLECT RELEVANT INFORMATION Slide 8-26 <ul><li>Observational Data </li></ul><ul><li>Meter/Diary </li></ul><ul><li>Primary Data </li></ul><ul><li>Mystery Shopper </li></ul><ul><li>Ethnographic Research </li></ul>
  16. 16. STEP 3: COLLECT RELEVANT INFORMATION Slide 8-31 <ul><li>Questionnaire Data </li></ul><ul><li>Individual Interviews </li></ul><ul><li>Primary Data </li></ul><ul><li>Focus Groups </li></ul><ul><li>“ Cool Hunters” </li></ul>
  17. 17. STEP 3: COLLECT RELEVANT INFORMATION Slide 8-33 <ul><li>Questionnaire Data </li></ul><ul><li>Types of Surveys </li></ul><ul><li>Primary Data </li></ul><ul><li>Personal Interview </li></ul><ul><li>Mail </li></ul><ul><li>Telephone </li></ul><ul><li>E-mail/Fax/Internet </li></ul><ul><li>Mall Intercept Interview </li></ul>
  18. 18. Slide 8-34 FIGURE 8-A Comparison of three kinds of surveys
  19. 19. Slide 8-35 FIGURE 8-6 Typical problems in wording questions
  20. 20. STEP 3: COLLECT RELEVANT INFORMATION Slide 8-36 <ul><li>Question Formats </li></ul><ul><li>Questionnaire Data </li></ul><ul><li>Primary Data </li></ul><ul><li>Open-Ended </li></ul><ul><li>Closed-Ended/Fixed Alternative </li></ul><ul><li>Dichotomous </li></ul><ul><li>Semantic Differential Scale </li></ul><ul><li>Likert Scale </li></ul>
  21. 21. STEP 3: COLLECT RELEVANT INFORMATION Slide 8-40 <ul><li>Panels and Experiments </li></ul><ul><li>Panel </li></ul><ul><li>Experiment </li></ul><ul><li>Drivers </li></ul><ul><li>Test Markets </li></ul><ul><li>Advantages and Disadvantages of Primary Data </li></ul><ul><li>Primary Data </li></ul>
  22. 22. Slide 8-41 Concept Check 1. What is the difference between observational and questionnaire data? <ul><ul><li>A: Observational data are facts and figures obtained by watching, either mechanically or in person, how people actually behave. Questionnaire data are facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors. </li></ul></ul>
  23. 23. Slide 8-42 Concept Check 2. Which survey provides the greatest flexibility for asking probing questions: mail, telephone, or personal interview? <ul><ul><li>A: personal interview survey </li></ul></ul>
  24. 24. Slide 8-43 Concept Check 3. What is the difference between a panel and an experiment? <ul><ul><li>A: A panel is a sample of consumers or stores from which researchers take a series of measurements. An experiment involves changing a variable in a customer purchase and seeing what happens . </li></ul></ul>
  25. 25. STEP 3: COLLECT RELEVANT INFORMATION Slide 8-44 <ul><li>The Marketing Manager’s View of Sales Drivers </li></ul><ul><li>Data vs. Information </li></ul><ul><li>Using Information Technology to Trigger Marketing Actions </li></ul><ul><li>Information Technology </li></ul>
  26. 26. Slide 8-45 FIGURE 8-8 Product and brand drivers: factors that influence sales
  27. 27. STEP 3: COLLECT RELEVANT INFORMATION Slide 8-46 <ul><li>Key Elements of an Information System </li></ul><ul><li>Data Warehouse </li></ul><ul><li>Using Information Technology to Trigger Marketing Actions </li></ul><ul><li>Sensitivity Analysis </li></ul><ul><li>Data Mining : A New Approach to Searching the Data Ocean </li></ul>
  28. 28. Slide 8-47 FIGURE 8-9 How marketing researchers and managers use information technology to turn information into action
  29. 29. Slide 8-49 STEP 4: DEVELOP FINDINGS <ul><li>Set the Research Objectives </li></ul><ul><li>Analyze the Data </li></ul><ul><li>Present the Findings </li></ul>
  30. 30. Slide 8-56 STEP 5: TAKE MARKETING ACTIONS <ul><li>Make Action Recommendations </li></ul><ul><li>Evaluating the Decision Itself </li></ul><ul><li>Implement the Action Recommendations </li></ul><ul><li>Evaluate the Results </li></ul><ul><li>Evaluating the Decision Process Used </li></ul>
  31. 31. Slide 8-57 Concept Check 1. What does a marketing manager mean when she talks about a sales driver? <ul><ul><li>A: “Drivers” are the factors that influence buying decisions of a household or organization and, hence, sales. </li></ul></ul>
  32. 32. Slide 8-58 Concept Check <ul><ul><li>A: Marketing research identifies possible drivers and then collects data. In contrast, data mining extracts hidden predictive information already collected and stored in databases . </li></ul></ul>2. How does data mining differ from traditional marketing research?
  33. 33. Slide 8-59 Concept Check <ul><ul><li>A: (a) Figure 8-10A shows a finding that depicts annual sales from 2001 to 2004. ( b ) Figure 8-10D shows a finding (the decline in pizza sales) that leads to a recommendation to develop an ad targeting children 6 to 12 years old. </li></ul></ul>3. In the marketing research for Tony’s Pizza, what is an example of ( a ) a finding and ( b ) a marketing action?
  34. 34. Slide 8-81 Marketing Research <ul><ul><li>Marketing research is the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions. </li></ul></ul>
  35. 35. Slide 8-82 Decision <ul><ul><li>A decision is a conscious choice from among two or more alternatives. </li></ul></ul>
  36. 36. Slide 8-83 Measures of Success <ul><ul><li>Measures of success are criteria or standards used in evaluating proposed solutions to a problem. </li></ul></ul>
  37. 37. Slide 8-84 Constraints <ul><ul><li>Constraints in a decision are the restrictions placed on potential solutions to a problem. </li></ul></ul>
  38. 38. Slide 8-85 Sampling <ul><ul><li>Sampling involves selecting representative elements from a population. </li></ul></ul>
  39. 39. Slide 8-86 Probability Sampling <ul><ul><li>Probability sampling involves using precise rules to select the sample such that each element of the population has a specific known chance of being selected. </li></ul></ul>
  40. 40. Slide 8-88 Statistical Inference <ul><ul><li>Statistical inference involves drawing conclusions about a population from a sample taken from that population. </li></ul></ul>
  41. 41. Slide 8-89 Data <ul><ul><li>Data are the facts and figures related to the problem, and are divided into two main parts: secondary data and primary data. </li></ul></ul>
  42. 42. Slide 8-90 Secondary Data <ul><ul><li>Secondary data are facts and figures that have already been recorded before the project at hand. </li></ul></ul>
  43. 43. Slide 8-91 Primary Data <ul><ul><li>Primary data are facts and figures that are newly collected for the project. </li></ul></ul>
  44. 44. Slide 8-92 Observational Data <ul><ul><li>Observational data are the facts and figures obtained by watching, either mechanically or in person, how people actually behave. </li></ul></ul>
  45. 45. Slide 8-93 Questionnaire Data <ul><ul><li>Questionnaire data are the facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors. </li></ul></ul>
  46. 46. Slide 8-94 Information Technology <ul><ul><li>Information technology involves a computer and communication system to satisfy an organization’s needs for data storage, processing, and access. </li></ul></ul>
  47. 47. Slide 8-95 Data Mining <ul><ul><li>Data mining is the extraction of hidden predictive information from large databases. </li></ul></ul>

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