The Marketing Research Process

1. The Marketing Research Process

2. Explain the steps in designing and conducting marketing research • Compare primary and secondary data • Collect and interpret marketing information • Identify elements in a marketing research report Lesson Objectives

3. Defining the problem • Obtaining data • Secondary data • Primary data • Analyzing the data • Recommending solutions • Applying the findings Marketing Research Process

4. What decisions need to be made and what information is needed? Problem definition

5. Objective Question • Determine guest satisfaction with facilities • Determine if vacationers and convention-goers differ in their levels of satisfaction • On a scale of 1 to 5, how would you rate the following resort facilities (list facilities) • What was the primary purpose of your visit? Problem Definition

6. Primary data • Secondary data Obtaining Data

7. Information previously collected for another purpose • Internal Sources • Monthly sales • Customer locations • Customer buying patterns • Popular products • External Sources • Internet Sources • U.S. and State Government • Specialized research companies • Business Publications • Trade organizations Secondary Data

8. Data obtained for the first time and used specifically for a particular question, problem or issue • Survey method • Most frequently used • Sample • Internet surveys • Interviews • Observation method • Mystery shopping • Point-of-sale research • Experimental method • Test markets • Package designs • Media • Promotions Primary Data

9. Process of compiling, analyzing and interpreting the results of primary and secondary data collection Analyzing the Data

10. A-P Quality of Auto Mechanics’ Repair Service

11. Presented in Research Report • Clear and well supported • Additional research? • Monitor results • Was action successful? Recommending and Applying Solutions

12. Explain questionnaire validity and reliability • Design a marketing research survey • Administer a marketing research survey Developing a Questionnaire

13. Validity – questions asked measure what was intended to be measured • Reliability – research technique produces nearly identical results in repeated trials Validity and Reliability

14. Open ended questions: respondents construct their own answers to the question Forced-choice questions: respondents choose from a list of choices. Rating Scales – respondents choose numerical or graded choices Developing A Questionnaire

15. Please answer Yes or No to the following” • Did the associates make you feel welcome? Yes No • Are you satisfied with the selection? Yes No • Was the service prompt? Yes No Two- Choice Questions

16. 1. Please choose which of the following is most important to you when deciding where you shop for clothes: A. Changing Rooms B. Customer Service C. Price D. Selection E. Store Location F. Other _______________________ Multiple Choice Questions

17. Please rate the following: Prices: Excellent Good Fair Poor Selection: Excellent Good Fair Poor Cust. Service: Excellent Good Fair Poor Rating Questions

18. On a scale from 1-10 how satisfied are you with the prices? (1 = poor and 10= excellent) 1 2 3 4 5 6 7 8 9 10 On a scale from 1-10 how satisfied are you with the merchandise selection? (1 = poor and 10= excellent) 1 2 3 4 5 6 7 8 9 10 Rating Questions

19. Use a variety of questions • Write clear directions for each section • Well written and easy to read • Number all questions • Message at the bottom of each page if more than one page • Test your questionnaire on a small group Questionnaire Format

20. Developing a Questionnaire