Ch10 student ppt_slides by Grewal & Levy 2016 - Marketing 5th ed.

1. 10-1
CHAPTER
MARKETING
RESEARCH
10

2. 10-2
L E A R N I N G O B J E C T I V E S
Identify the five steps in the marketing research
process.
Describe the various secondary data sources.
Describe the various primary data collection
techniques.
Summarize the differences between secondary
data and primary data.
Examine the circumstances under which
collecting information on consumers is ethical.
Marketing Research
LO1
LO2
LO3
LO4
LO5

3. 10-3
The Marketing Research Process
Defining the
objectives and
research needs
Designing the
research
Collecting the
data
Analyzing data
and
developing
insights
Developing and
implementing an
action plan

4. 10-4
Step 1: Defining Objectives
and Research Needs
What information is
needed to answer
specific research
questions?
How should that
information be
obtained?

5. 10-5
Step 2: Designing the Research
Type of data
Type of
research

6. 10-6
Step 3: Collecting the Data

7. 10-7
Converting data into information to explain, predict
and/or evaluate a particular situation.
Step 4: Analyzing Data
and Developing Insights
©GettyImages

8. 10-8
Step 5: Developing and
Implementing an Action Plan
Executive Summary
Body
Conclusions
Limitations
Supplements including
tables, figures, appendices
Digital Vision/Getty Images

9. 10-9
CHECK YOURSELF
1. What are the steps in the marketing research
process?
2. What is the difference between data and
information?

10. 10-10
External Secondary Data
Syndicated
Data
Scanner
Research
Panel
Research

11. 10-11
Internal Secondary Data
Data Warehouse
Data Mining

12. 10-12
CHECK YOURSELF
1. What is the difference between internal and
external secondary research?

13. 10-13
Qualitative versus Quantitative
Data Collection Techniques
Data
collection
research
Qualitative research
Observation
In-Depth
interviews
Focus groups Social media
Quantitative research

14. 10-14
CHECK YOURSELF
1. What are the types of qualitative research?

15. 10-15
Advantages and Disadvantages of
Secondary and Primary Data
Type Examples Advantages Disadvantages
Secondary
Research
Primary
Research
 Census data
 Sales invoices
 Internet information
 Books
 Journal articles
 Syndicated data
 Saves time in collecting data
because they are readily
available
 Free or inexpensive (except for
syndicated data)
 May not be precisely relevant
to information needs
 Information may not be timely
 Sources may not be original,
and therefore usefulness is an
issue
 Methodologies for collecting
data may not be appropriate
 Data sources may be biased
 Observed consumer behavior
 Focus group interviews
 Surveys
 Experiments
 Specific to the immediate
 data needs and topic at hand
 Offers behavioral insights
 generally not available from
 secondary research
 Costly
 Time consuming
 Requires more sophisticated
 training and experience to
design
 study and collect data

16. 10-16
CHECK YOURSELF
1. What are the types of quantitative research?
2. What are the advantages and disadvantages of
primary and secondary research?

17. 10-17
The Ethics of
Using Customer Information
Strong ethical
orientation
Adhere to
ethical practices

18. 10-18
CHECK YOURSELF
1. Under what circumstances is it ethical to use
consumer information in marketing research?
2. What challenges do technological advances
pose for the ethics of marketing research?