Introduction to Marketing Research Chapter 1 Introduction to Marketing Research

Research Examples (p. 4-9) Lotus - web redesign to increase web traffic Port of Subs - defining competition; ad plan Clinton - selling an economic package Chrysler - the minivan project Peapod - knowledge of users; value proposition

Scope (p. 9) used by all types of organizations small vs large manufacturers, trade, services policy makers, non-profit organizations employ a variety of methods

Nature of Marketing Research (p. 9-13) Key Objective: Identification and Satisfaction of Customer Needs Identification Process Overall market Segment into sub-markets Evaluate attractiveness of each sub-market Decide which sub-market to enter Identify specific needs to be met Identify any current gaps

Satisfaction Process Determine Marketing Program Implement the Program what product to offer? What to charge as price? How to promote the product? What distribution network to use? Implement the Program Evaluate implementation and take corrective actions

Role of Marketing Research Provide information to managers at each step of the process Reduce uncertainty of decision making Process is complicated by the following factors: globalization of markets increased intensity of competition consumer sophistication

Definition of Marketing Research (p. 11-12) The systematic and objective process of identifying, collection, analysis, analysis, dissemination and use of information for the purpose of assisting management in decision making related to the identification and solution of problems and opportunities in marketing.

The American Marketing Association Redefines Marketing Research RIP 1.1 -- used to identify and define market opportunities and problems The New Definition Marketing research is the function which links the consumer, customer, and public to the marketer through generate, refine, and evaluate marketing performance monitor marketing performance Information improve understanding of marketing as a process 12

Management Information Systems Versus Decision Support Systems Fig 1.3 -- DSS MIS Unstructured Problems Use of Models User Friendly Interaction Adaptability Can Improve Decision Making by Using “What if” Analysis Structured Problems Use of Reports Rigid Structure Information Displaying Restricted Can Improve Decision Making by Clarifying Data problems 5

MIS (p. 14) a formalized set of procedures for generating, analyzing, storing, and distributing information to marketing decision makers on an ongoing basis based on decision-makers’ needs periodic dissemination of reports user removed from processor inflexible, not timely, not in right form

DSS (p. 14-15) an information system which enables decision makers to interact directly with both databases and analysis models individualized and in real time adaptable to current requirements of user user-friendly

Marketing Research Supplier and Services EXTERNAL INTERNAL RESARCH SUPPLIERS LIMITED SERVICE FULL SERVICE Branded Products and Services Field Services Syndicate Services Internet Services Coding and Data Entry Services Standardized Texts Customized Services Data Analysis Services Analytical Services

Research Suppliers (p. 17) full service vs limited service full service suppliers syndicated services standardized services customized services Internet services

Limited Service Suppliers (p. 19) Field services Coding and data entry Analytical services Data analysis Branded marketing research

Process (p. 24-25): Step 1--Problem Definition specify the domain of the study managerial and research questions variety of exploratory techniques discussion with decision makers interviews with industry experts analysis of secondary data qualitative customer research

Step 2: Research Design project framework details the procedures that will be used for obtaining the required information methods for collecting data specification of target population sampling details questionnaire design analytical procedures

Step 3: Field Work selection, training, supervision of the field force collect the data

Step 4: Data Preparation and Analysis Editing - inspection of questionnaire for accuracy of data Coding - translating responses into numbers Transcription - entering data into the computer Verification - check for the accuracy of transcription Tabulating - preliminary analysis of data Analysis - to address the managerial question

Step 5: Report Preparation and Presentation written and oral form executive summary avoid technical discussion in the body use graphics