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Chapter 09 MKT120 MKT Research

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Chapter 09 MKT120 MKT Research

  1. 1. © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  2. 2. Learning Objectives LEARNING OBJECTIVES How do marketers use information systems to create greater value for customers? Can certain marketing research practices cause a firm to encounter ethical problems What are the necessary steps to conduct marketing research? What are primary and secondary data, and when should each be used? © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-2
  3. 3. McDonald’s Store Redesign© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-3
  4. 4. Market Research Outcome What might have Chef Boyardee learned in research to design this product and this print ad? © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-4
  5. 5. Marketing Research .© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-5
  6. 6. Using Marketing InformationSystems to Create Better Value© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-6
  7. 7. What Would You Do?Meet Aaron, a marketing researcher: • He has just finished giving a successful presentation to a major client. • The client has asked for a list of companies that participated in the study and copies of all the completed surveys. CASRO Website © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-7
  8. 8. The Marketing Research Process© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-8
  9. 9. Step 1: Defining the Objectives and Research Needs © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-9
  10. 10. Step 2: Designing the Research ProjectSecondary dataSecondary data Primary data Primary data© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-10
  11. 11. Syndicated Data© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-11
  12. 12. Advantages and Disadvantages of Secondary and Primary Data © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-12
  13. 13. Step 3: Data Collection Process© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-13
  14. 14. Data Collection TheIdeaGroup Commercial© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-14
  15. 15. Describing the benefits How could Ziploc use exploratory research to design this ad? © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-15
  16. 16. Using Exploratory Research How can a firm use exploratory research to How can a firm use exploratory research to uncover consumers’ attitudes toward their uncover consumers’ attitudes toward their product/service? product/service?© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-16
  17. 17. Conclusive Research Methods Can be either: Can be either: Descriptive Experimental© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-17
  18. 18. Survey Research© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-18
  19. 19. Web Surveying Response rates are relatively high Respondents may lie less It is inexpensive Results are processed and received quickly © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-19
  20. 20. Using Web SurveyingHow do firms successfully use web surveying?How do firms successfully use web surveying?© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-20
  21. 21. Experimental Research Focus Group by Microsoft for Vista© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-21
  22. 22. Scanner Research Information Resources, Inc. AC Nielsen What if I reduce my price by 10%? IRI Website© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-22
  23. 23. Panel ResearchGroup of consumers Survey or sales receipts What are they buying or not buying? © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-23
  24. 24. Step 4: Analyzing DataConverting data into information to explain, predictConverting data into information to explain, predict and/or evaluate a particular situation. and/or evaluate a particular situation. © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-24
  25. 25. Step 5: Presenting Results© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-25
  26. 26. McDonald’s Makeover© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-26
  27. 27. Debating Domestic Eavesdropping © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-27
  28. 28. Market research includes:A. collecting data.B. analyzing data.C. recording data.D. interpreting data.E. all of the above. © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-28
  29. 29. The major advantage of primary research data is it:A. can be easily accessed through syndicated data bases or unstructured data mines.B. can be tailored to meet the specific research needs.C. take more time to collect than secondary data and is more costly.D. are general enough to meet researchers’ and managers’ needs.E. all of the above are advantages of primary research data. © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-29
  30. 30. A researcher will likely engage in exploratory research when:A. data co-mingling.B. the market research problem is not clearly defined.C. syndicated marketing surveys provide sufficient information to address the research question.D. conclusive research has been completed.E. all of the above. © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-30
  31. 31. Jerry is designing an online survey questionnaire.When designing the questionnaire, Jerry should consider which of the following? A. be careful not to create misleading questions. B. use language respondents are familiar with. C. sequence the questions appropriately. D. create a clear and easy to follow layout. E. all of the above. © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-31
  32. 32. Check Yourself 1. What are the steps in the marketing research process? 2. What is the difference between primary and secondary research? 3. What is the difference between exploratory and conclusive research? 4. What are some commonly used survey based metrics?© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-32
  33. 33. GlossaryConclusive research provides the information needed to confirm preliminary insights and which managers can use to pursue appropriate courses of action. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-33
  34. 34. GlossaryData are raw numbers or other factual information that, on their own, have limited value to marketers. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-34
  35. 35. GlossaryExperimental research is a type of quantitative research that systematically manipulates one or more variables to determine which variables have a causal effect on another variable. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-35
  36. 36. GlossaryExploratory research attempts to begin to understand the phenomenon of interest and provides initial information when the problem lacks any clear definition. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-36
  37. 37. GlossaryA marketing information system (MkIS) is a set of procedures and methods that apply to the regular, planned collection, analysis, and presentation of information that then may be used in marketing decisions. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-37
  38. 38. GlossaryMarketing research consists of a set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data that can aid decision makers involved in marketing goods, services, or ideas. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-38
  39. 39. GlossaryPanel research is a type of quantitative research that involves collecting information from a group of consumers (the panel) over time. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-39
  40. 40. GlossaryScanner research is a type of quantitative research that uses data obtained from scanner readings of UPC codes at check-out counters. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-40
  41. 41. GlossaryA survey is a systematic means of collecting information from people that generally uses a questionnaire. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-41
  42. 42. GlossarySyndicated data are data available for a fee from commercial research firms such as Information Resources Inc. (IRI), National Purchase Diary Panel, and ACNielsen. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 9-42

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