Ch 8


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  • 2. Exploratory Research Might get info from past performance of sales
  • External Data Collection Examples: UPC barcodes record data in commercially available data bases used for tracking customer purchases or inventory control.
  • Ch 8

    1. 1. The Marketing Research Function <br />Intro to Marketing Chapter 8<br />
    2. 2. Marketing Research Function<br />Purpose of research:<br />To analyze competition performance<br />to gauge acceptance of new products and package designs<br />to develop promotional campaigns<br />
    3. 3. Development of the Marketing Research Function<br />Charles C. Parlin<br />How has technology affected research?<br />It has allowed for storage of more data & simulation for testing.<br />
    4. 4.
    5. 5. Marketing Research Process<br />1. Problem Definition<br />What is the problem?<br />For example: sales are dropping, new product is out, or new advertising<br />
    6. 6. Marketing Research Process<br />2. Exploratory Research<br />Discover the cause of the problem<br />For example: Finding out why sales have dropped. Finding out is customers like the new product or advertising<br />Using Internal Data<br />Also called Situational Analysis<br />Sales records, financial statements<br />
    7. 7. 3. Formulating Hypothesis<br />Guess about the outcome. It can be right or wrong<br />4. Research Design<br />Test designed to see if <br /> hypothesis is right or <br /> wrong<br />Marketing Research Helped Kraft Develop the Product and Effective Advertising for Its DiGiorno Pizza<br />
    8. 8. 5. Data Collection<br />Collecting data to test the hypothesis<br />Marketing Research Methods<br />Secondary: previously published<br />Primary: collected for the first time<br />
    9. 9. Interpreting and Presenting Information<br /><ul><li>Marketing Research is intended to assist in decision making, not be the final say.</li></li></ul><li>Marketing Research Methods<br />Secondary Data Collection<br />Internal<br />example:sales records<br />External<br />example: government reports, census, Internet, industry publications<br />
    10. 10. External Secondary Data<br />Advantages:<br />Less expensive, abundant supply<br />Takes less time to gather<br />Disadvantages:<br />May be outdated<br />May be collected for a different purpose so it’s irrelevant<br />
    11. 11. Sampling Techniques<br />Population or Universe<br />Group the researcher wants to study<br />Census<br />If all sources are contacted<br />
    12. 12. Sample<br />Representative <br /> group<br />Must be <br /> representative of target market - crucial for pertinent results<br />Probability sample - every member has equal chance of being selected (random)<br />Non-probability sample- on the street interview<br />
    13. 13. Primary Research Methods<br />1. Observation Method<br />For example: traffic count, license plate check, supermarket scanners, spies, recording of TV viewing habits, virtual reality<br />
    14. 14. 2. Survey Method<br />For example: personal interview, phone interview, computer interview, etc.<br />
    15. 15. Survey Method (cont.)<br />Telephone Interviews<br />Inexpensive <br />High response rate <br />Convenient<br />No picture of item of discussion<br />Impersonal<br />Bad Reputation<br />Internationally phone connections are poor<br />Caller ID’s screen calls<br />Unlisted numbers are not reachable<br />
    16. 16. Survey Method (cont.)<br />Personal Interview<br />Often the best method because rapport can be established<br />Takes more time and money<br />Can explain unclear questions<br />Best for international information<br />
    17. 17. Survey Method (cont.)<br />Focus Groups<br />8-12 people can be too small to be reliable<br />Widely used<br />Generally video taped for late analysis<br />
    18. 18. Survey Method (cont.)<br />Mail Surveys<br />Cost effective<br />Only 40-50% return rate<br />Effective for national studies buy not for international ones<br />Junk mail reputation<br />Based on effectiveness of US Post Office<br />Fax Surveys<br />Novelty<br />Faster results than mail<br />
    19. 19. Survey Method (cont.)<br />Online Surveys<br />Fast<br />Respondents are more truthful to the computer<br />Cannot explain unclear questions<br />
    20. 20. 3. Controlled Experiment Method<br />Compares test groups to control groups<br />Problems with trying to control the variables of real-life situations<br />Done in field or lab<br />Testing a Global Advertisement<br />
    21. 21. TEST MARKETING<br />Most common method of experimental data gathering<br />Introduces a product in a location that matches the target market demographics<br />Disadvantages <br />Expensive<br />Competitors find about about products<br />Some products are too expensive to produce for test marketing (cars)<br />
    22. 22. Conducting International Marketing Research<br />Language & Cultural Issues<br />US Government has good sources of information on the other countries<br />