Marketing Research – Collecting Data Marketing 360 Brian Gillespie
Marketing Information Systems • Determines what information marketing managers need, then gathers, sorts, analyzes, stores, and distributes information to system users
Internal Company Data • Information generated from within the company • Sales • Who buys what, when and where • Backorders • Effects of marketing efforts • Product returns
Marketing Intelligence • Method of gathering information about the marketing environment • Newspapers • Internet • Trade publications • Secret shoppers • Futurists • Marketers that try to predict marketing trends through contemplating different scenarios
Marketing Research • Collecting, analyzing and interpreting info about customers, competitors and business environment to improve marketing effectiveness • Syndicated research • Collected by a different firm • firm then sells information to other businesses • Custom research • Research conducted for a single firm to provide specific information managers need
Acquired Databases • Marketing Information generated by other firms or the government • Misuse has led to government restrictions • Do not call list • Opt-in and opt-out statements on websites • Data Mining • Sophisticated analysis techniques that take advantage of large amount of customer transaction information, and discover patterns for different customer groups
Marketing Decision Support System • Data plus analysis and interactive software allow marketing managers to access MIS data and conduct analyses
MIS vs. MDSS • MIS • What were our sales last month? • MDSS • Is increase in sales due to our new advertising campaign or an increase in sales across the industry?
Marketing Research Process • Step 1: define the research problem • Step 2: determine the research design • Step 3: chose the method to collect primary data • Step 4: design the sample • Step 5: collect the data • Step 6: analyze and interpret the data • Step 7: prepare the research report
Define the Research Problem • Specify the research objectives • What questions will the research try to answer? • Identify the consumer population of interest • What are the characteristics of the consumer groups of interest? • Place the problem in an environmental context • What factors in the firm’s internal and external business environment might influence the situation?
Determine the Research Design • What information will you collect? • What type of research design will you use? • Primary data • Data collected specifically for this research • Secondary data • Data collected for a different research purpose but applicable to the current research questions
Three Types of Primary Research • Exploratory (qualitative) research • Interviews • Focus groups • Descriptive (quantitative) research • Cross-sectional • Single point in time • Longitudinal • Repeated measures • Causal research • Cause-and-effect
Choose the Method to Collect Primary Data • For a list of advantages and disadvantages, see chapter 3, table 3 in the book. • Mail questionnaires • Telephone interviews • Face-to-Face interviews • On-line questionnaires • Laboratory experiments • Observational