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Marketing Research: Gathering, Analyzing, and Using Information

Marketing Research: Gathering, Analyzing, and Using Information. Chapter Objectives. marketing information system MIS marketing decision support system MDSS 7 steps in the marketing research process. Chapter Objectives. research types: exploratory, descriptive, and casual

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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 • marketing information system • MIS • marketing decision support system • MDSS • 7 steps in the marketing research process

  3. Chapter Objectives • research types: • exploratory, descriptive, and casual • data-collection methods and • research samples • online research

  4. Knowledge is Power • Accurate, up to date, relevant information • 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 • links company departments, employees, and databases.

  7. HSX.COM Marketing Intelligence • Monitoring everyday sources • 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 • Research that can be purchased • Custom research • Conducted specifically for one purpose & one company

  9. Acquired Databases • From other companies • Annual reports • Government databases • U.S. Census data • Misuse of databases • do-not-call lists • 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 • After the fact,… post-hoc analysis • sift through data • to identify unique patterns of behavior • among different customer groups

  12. Value & Uses of Data Mining • Customer acquisition • Customer retention and loyalty • Customer abandonment • Market basket analysis

  13. Steps in Marketing Research Process • Step 1 : - Define research problem • Step 2: - Determine research design • Step 3: Methodology • Step 4: Sampling • Step 5: Collecting data • Step 6: Analysis & Interpretation of data • Step 7: Write research report

  14. 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

  15. Steps in the Marketing Research Process • Step 2: • Determine the Research Design • Specifying what information • marketers will collect and • what type of study they will do

  16. Figure 4.5:Marketing Research Design

  17. Secondary vs. Primary Research • Secondary data • collected for some purposes • other than the problem at hand • Primary data • collected directly from respondents • to specifically address the question at hand

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

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

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

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

  22. Causal Research • Cause-and-effect relationships: • a change in one thing • causes a change in something else

  23. Causal Research • Independent (cause) vs. dependent (change in outcome) variables • Experiments: • test to predict relationships among variables • in a controlled environment

  24. Step3 in Marketing Research Process Choose Method for Collecting Primary Data • Survey Methods: • interview respondents • Questionnaires: • loosely, moderately, or completely structured

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

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

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

  28. STOP HERE • Finish up chapter 4 on Tuesday • Cookie Research on Tuesday • Start on Chapter 5 on Tuesday, too • Consumer behavior (which will tie into chapter 4)

  29. 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

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

  31. 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

  32. 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

  33. 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

  34. 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

  35. 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

  36. 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

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

  38. 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

  39. THE END

  40. 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?

  41. 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

  42. 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

  43. 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

  44. 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

  45. 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

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

  47. 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

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

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

  50. 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

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