Marketing Information and Research Chapter 5 Marketing Information and Research

Marketing Intelligence Environmental scanning Internal company sources Competitor information Marketing information systems (MIS)

Marketing Research Secondary data Primary data

Secondary Data Government agencies Civic bodies and associations Trade sources Assessing secondary data Syndicated studies

Common Research Concerns Customer base Product research Copy testing Laboratory experiment Field experiment Tracking studies Customer profile – Patronage frequency Operation awareness and occasions Trial purchase – Attitudes and image

Marketing Research Process Problem identification Literature search Internal records Qualitative research Research design and implementation Type of research and data collection method

Types of Research Experiments Observation Survey Face-to-face Telephone Mail

Sampling Methods Probability sampling Non-probability sampling Systematic random sampling Simple random sampling Cluster sampling Non-probability sampling Convenience sampling Quota sampling

Questionnaire Design What information is required? Can they answer the question? Will they answer the question? What format should be used? Mutually exclusive, collectively exhaustive Which question comes first? How the questionnaire should look like? Which words should be used? What response scale(s) is used?

Critique this comment card! I ate at the X restaurant in _____________________(city) date_________ time__________ # in party__________ Type of meal:_____________________________________ Were your meals prepared properly? Excellent Good Fair Poor Was the food bar well stocked, clean Excellent Good Fair Poor and attractive? How do your rate us on cleanliness? Excellent Good Fair Poor Explain:_________________________________________________ Were our employees friendly and Excellent Good Fair Poor courteous? How was our service? Excellent Good Fair Poor Our overall grade is Excellent Good Fair Poor Were you asked by management if everything was all right with your meal? Yes No How often do your eat at X restaurant? 1st time_____ weekly_____ monthly_____ yearly_____ How can we improve your dining experience? _______________________________________________________

Data Analysis - Frequency Excellent Poor Don’t 5 4 3 2 1 Know Mean Quality of meeting 24.8% 24.0% 21.7% 11.2% 18.3% 8.7% 3.26 rooms Value for money 22.8 18.3 21.9 12.1 11.8 13.1 2.89 Quality of guestroom 22.8 35.7 23.1 8.7 0.8 8.9 3.44

Data Analysis - Cross-Tab Used Property for Meeting and Conferences Yes No Total Selection Factor N % N % N % Location 28 40.0 9 11.3 37 24.7 Contact person 0 0 3 3.8 3 2.0 Conference service 9 12.8 8 10.0 17 11.3 Meeting facilities 10 14.3 24 30.0 34 22.7 Guestroom 0 0 2 2.5 2 1.3 Hotel facilities 15 21.4 24 30.0 39 26.0 Other 8 11.4 10 12.5 18 12.0 Total 70 100 80 100 150 100

Marketing Research Process Problem identification Research design and implementation Data analysis and interpretation Preparation of research report Introduction Methodology Results Conclusion/implications

Database Marketing Frequency marketing Using the DBM Hard reward Soft reward Relationship/Loyalty marketing Using the DBM