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Marketing Research: Gathering, Analyzing, and Using Information

Marketing Research: Gathering, Analyzing, and Using Information. Chapter Objectives. Explain the role of the marketing information system and the marketing decision support system in marketing decision making List and explain the steps in the marketing research process

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Marketing Research: Gathering, Analyzing, and Using Information

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  1. Marketing Research: Gathering, Analyzing, and Using Information

  2. Chapter Objectives • Explain the role of the marketing information system and the marketing decision support system in marketing decision making • List and explain the steps in the marketing research process • Appreciate the differences among exploratory, descriptive, and casual research • Describe the different types of data-collection methods and types of consumer samples that research use • Understand the impact of the growing use of online research

  3. Real People, Real Choices • Meet Cindy Turgate at Plan-it Marketing, a marketing research firm • Priceline needed help in planning its business. Would its name-your-own-price strategy fly? • The decision: What marketing research strategy would maximize results within a reasonable budget? • Option 1: conduct exploratory qualitative study • Option 2: conduct quantitative survey of 700+ leisure and business travelers • Option 3: conduct viability study with both qualitative exploratory study and confirmatory quantitative study

  4. Knowledge is Power • Accurate, up to date, relevant information is the fuel that runs the marketing engine

  5. The Marketing Information System • Determines what information marketing managers need, then gathers, sorts, analyzes, stores, and distributes information to system users Figure 4.2

  6. Internal Company Data • Information from within the company to produce reports on the results of sales and marketing activities • Intranet: internal corporate communications network that links company departments, employees, and databases.

  7. HSX.COM Marketing Intelligence • Monitoring everyday sources and using “mystery shoppers” • Futurists specialize in predicting consumer trends

  8. GfK ARBOR LLC • MEDIAMARK RESEARCH Marketing Research • Collecting, analyzing, and interpreting data about customers, competitors, and the business environment to improve marketing effectiveness • Syndicated research • Custom research

  9. Acquired Databases • From other companies • Government databases • Misuse of databases can be problematic and has led to do-not-call lists and antispam laws

  10. Marketing Decision Support Systems • MDSS: data plus analysis and interactive software allow marketing managers to access MIS data and conduct analyses Figure 4.3

  11. Searching for Gold: Data Mining • Analysts sift through data to identify unique patterns of behavior among different customer groups

  12. What Marketers Can Do with Data Mining • Customer acquisition • Customer retention and loyalty • Customer abandonment • Market basket analysis

  13. Steps in the Marketing Research Process • Step 1: Define the research problem • Specifying research objectives • Identifying consumer population of interest • Placing the problem in an environmental context • Step 2: Determine the Research Design • Specifying exactly what information marketers will collect and what type of study they will do

  14. Figure 4.5:Marketing Research Design

  15. Secondary Versus Primary Research • Secondary data have been collected for some purposes other than the problem at hand • Primary data is information collected directly from respondents to specifically address the question at hand

  16. MARKETINGTOOLS.COM • CENSUS.GOV • DIALOG.COM • LEXIS-NEXIS Secondary Research Web Sites

  17. LOOK-LOOK.COM Exploratory (Qualitative) Research • Research techniques that generate insights for future, more rigorous studies • Researchers conduct one-on-one discussions with consumers • Focus group: a product-oriented discussion among a small group of consumers

  18. Exploratory (Qualitative) Research (cont’d) • Projective techniques: participants respond to some object • Case study: comprehensive examination of a particular firm • Ethnography: Marketers visit homes or participate in consumer activities to learn how products are used Wild Planet Video

  19. Group Activity • Break into small groups and pick a product category of interest • Assume a company wants to create a new or modified product to compete for market share in that category • Create a couple of questions for a focus group moderator to guide discussion • Each group sits with another group and takes turns conducting an informal focus group

  20. Descriptive (Quantitative) Research • Probes systematically into the problem • Bases conclusions on large numbers of observations • Results typically expressed in quantitative terms (averages, percentages, other stats) • Cross-sectional design • Longitudinal design

  21. Causal Research • Cause-and-effect relationships: a change in one thing causes a change in something else • Independent (cause) vs. dependent (change in outcome) variables • Experiments: test predicted relationships among variables in a controlled environment

  22. Steps in the Marketing Research Process (cont’d) Step 3: Choose the Method for Collecting Primary Data • Survey Methods: interview respondents • Questionnaires: loosely, moderately, or completely structured

  23. Questionnaires • Mail questionnaires • Telephone interviews • Face-to-face interviews • Online questionnaires

  24. Discussion • Are you willing to divulge personal information to marketing researchers? • How much are you willing to tell? • Where would you draw the line?

  25. Group Activity • In small groups, choose a topic below and analyze the advantages and disadvantages of mail questionnaires, telephone interviews, face-to-face interviews, and online questionnaires: • The amount of sports nutrition drinks consumed in a city • Why a local bank has been losing customers • What local doctors would like to see changed in hospitals • Consumers’ attitudes toward several sports celebrities

  26. Observational Methods • Observation: data collection where the researcher records consumers’ behaviors, often without their knowledge • Personal observation • Mechanical observation • Unobtrusive measures

  27. Discussion • Do you think marketers should have to right to go through a competitor’s garbage? Is it ethical?

  28. Data Quality:Garbage In, Garbage Out • How much faith should marketing managers place in research? • Validity • Reliability • Representativeness

  29. Discussion • Do you think marketers should be allowed to conduct market research with young children? Why or why not?

  30. Reality TV: Group Activity • Each group comes up with a new “Reality TV” show… • Design a short survey to get information to help you develop the best show • Hand it out to your classmates to complete • Use the information to create your show • Describe your thoughts, feelings, and behaviors during this activity

  31. Online Research • Information gathered via consumer surfing and Web site/email/chat room questionnaires/focus groups • Cookies allow a Web sponsor to track a surfer’s moves

  32. ITRACKS.COM • THERE.COM Online Research Applications • New product development • Estimating market response • Exploratory research (online focus groups) • IM (Instant Messaging)

  33. Advantages of Online Data Collection • The same amount of data in a fraction of the time • Convenience of survey completion • Elimination of interviewer bias and data entry errors

  34. Disadvantages of Online Data Collection • Non-representativeness of respondents • Limited computer access for poor and elderly • Self-selection bias (people who like to take part in online studies) • Hackers and competitors influencing/intercepting results

  35. Step 4: Design the Sample • Probability sample • Each member of the population has some known chance of being included • Sample is representative of population, and inferences about population are justified • - Simple random sampling • - Systematic sampling • - Stratified sampling

  36. Step 4: Design the Sample (cont’d) • Nonprobability sample • Personal judgment used in selecting respondents • Some members of population have no chance of being included • No way to ensure that sample is representative of population • *Christine: next two should be lower-level (black)* • Convenience sampling • Quota sampling

  37. Discussion • Why wouldn’t you select all the individuals or elements of a population to be in your study?

  38. Step 5: Collect the Data • Challenges to gathering data in foreign countries • Differences in sophistication of research operations • Infrastructure/transportation challenges • Lack of phones • Low literacy rates • Local customs and cultural differences • Language translation difficulties

  39. Group Activity • Break into small groups and choose one of the following countries. Generate a list of difficulties a firm would expect to encounter when developing plans for marketing research: • South Africa • Spain • China • Saudi Arabia • Canada • Argentina • Australia • Germany

  40. Step 6: Analyze andInterpret the Data • Data need analysis for them to have meaning • Tabulation: arranging data in a table or other summary form to get a broad picture of overall responses • Cross-tabulation: examining the data by subgroups to see how results vary between categories

  41. Table 4.4: Data Tabulation and Cross-Tabulation Tables

  42. Step 7: Prepare the Research Report • Executive summary • Description of research methodology • Discussion of results including tabulations, cross-tabulations • Limitations of study • Conclusions and recommendations

  43. Discussion • What is your overall attitude toward marketing research? • Do you think it is a beneficial activity from a consumer’s perspective? • Or do you think it merely gives marketers new insights on how to convince consumers to buy something they really don’t want or need?

  44. Real People, Real Choices • Plan-it Marketing (Cindy Turgate) • Cindy chose option 3: conduct viability study with both qualitative exploratory study and confirmatory quantitative study • Priceline.com was launched nationally in April 1998, and it continues to flourish

  45. Marketing Plan Exercise • Select a company that makes a product you use. For the firm you selected: • Define one specific problem it could address through marketing research • What type of research design do you recommend for addressing that problem, and why? • What is the most appropriate way to collect the data? Justify your choice • How will you ensure high validity, reliability, and representativeness of the data? • Design an appropriate sampling plan

  46. Marketing in Action Case:You Make the Call • What is the decision facing Acxiom? • What factors are important in understanding this decision situation? • What are the alternatives? • What decision(s) do you recommend? • What are some ways to implement your recommendation?

  47. Keeping it Real: Fast Forward to Next Class Decision Time at Wild Planet • Meet Danny Grossman, CEO and founder of Wild Planet Toys. • Room Gear: a product line that lets kids decorate their rooms met with sharply different gender appeals • The decision: the future direction of the Room Gear line

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