Learning Objectives

2. 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?

3. McDonald’s Store Redesign

4. McDonald’s Makeover

5. Market Research Outcome • What might have Chef Boyardee learned in research to design this product and this print ad?

6. Marketing Research . DATA

7. Market research includes: • collecting data. • analyzing data. • recording data. • interpreting data. • all of the above.

8. Using Marketing Information Systems to Create Better Value

9. 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

10. The Marketing Research Process

11. Step 1: Defining the Objectives and Research Needs

12. Step 2: Designing the Research Project Secondary data Primary data

13. Syndicated Data

14. Advantages and Disadvantages of Secondary and Primary Data

15. The major advantage of primary research data is it: • can be easily accessed through syndicated data bases or unstructured data mines. • can be tailored to meet the specific research needs. • take more time to collect than secondary data and is more costly. • are general enough to meet researchers’ and managers’ needs. • all of the above are advantages of primary research data.

16. Step 3: Data Collection Process

17. Data Collection TheIdeaGroup Commercial

18. Describing the benefits • How could Ziploc use exploratory research to design this ad?

19. A researcher will likely engage in exploratory research when: • data co-mingling. • the market research problem is not clearly defined. • syndicated marketing surveys provide sufficient information to address the research question. • conclusive research has been completed. • all of the above.

20. Using Exploratory Research How can a firm use exploratory research to uncover consumers’ attitudes toward their product/service?

21. Conclusive Research Methods Can be either: Descriptive Experimental

22. Survey Research

23. Web Surveying • Response rates are relatively high • Respondents may lie less • It is inexpensive • Results are processed and received quickly

24. Using Web Surveying How do firms successfully use web surveying?

25. Jerry is designing an online survey questionnaire. When designing the questionnaire, Jerry should consider which of the following? • be careful not to create misleading questions. • use language respondents are familiar with. • sequence the questions appropriately. • create a clear and easy to follow layout. • all of the above.

26. Experimental Research Focus Group by Microsoft for Vista

27. Scanner Research Information Resources, Inc. AC Nielsen What if I reduce my price by 10%? IRI Website

28. Panel Research Group of consumers Survey or sales receipts What are they buying or not buying?

29. Step 4: Analyzing Data Converting data into information to explain, predict and/or evaluate a particular situation.

30. Step 5: Presenting Results

31. Debating Domestic Eavesdropping

32. Check Yourself What are the steps in the marketing research process? What is the difference between primary and secondary research? What is the difference between exploratory and conclusive research? What are some commonly used survey based metrics?

33. Conclusive research provides the information needed to confirm preliminary insights and which managers can use to pursue appropriate courses of action. Glossary Return to slide

34. Data are raw numbers or other factual information that, on their own, have limited value to marketers. Glossary Return to slide

35. Experimental 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. Glossary Return to slide

36. Exploratory research attempts to begin to understand the phenomenon of interest and provides initial information when the problem lacks any clear definition. Glossary Return to slide

37. A 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. Glossary Return to slide

38. Marketing 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. Glossary Return to slide

39. Panel research is a type of quantitative research that involves collecting information from a group of consumers (the panel) over time. Glossary Return to slide

40. Scanner research is a type of quantitative research that uses data obtained from scanner readings of UPC codes at check-out counters. Glossary Return to slide

41. A survey is a systematic means of collecting information from people that generally uses a questionnaire. Glossary Return to slide

42. Syndicated data are data available for a fee from commercial research firms such as Information Resources Inc. (IRI), National Purchase Diary Panel, and ACNielsen. Glossary Return to slide