chapter marketing research ten Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

10-2 LEARNING OBJECTIVES LO 10-1Identify the five steps in the marketing research process. LO 10-2Describe the various secondary data sources. LO 10-3Describe the various primary data collection techniques. LO 10-4Summarize the differences between secondary data and primary data. LO 10-5Examine the circumstances in which collecting information on consumers is

10-3 Step 1: Defining Objectives and Research Needs What information is needed to answer specific research questions? How should that information be obtained?

10-4 Step 2: Designing the Research Type of data Type of research

10-5 Step 3: Data Collection ProcessData Secondary data Primary data

10-6 Converting data into information to explain, predict and/or evaluate a particular situation. Step 4: Analyzing Data and Developing Insights ©Getty Images

10-7 Step 5: Action Plan and Implementation Executive SummaryBodyConclusionsLimitations Supplements including tables, figures, appendices Digital Vision/Getty Images

check yourself What are the steps in the marketing research process? 2.What is the difference between data and information?

10-9 External Secondary Data Syndicated Data Syndicated Data NameServices Provided ACNielsen ( With its Market Measurement Services, the company tracks the sales of consumer packaged goods, gathered at the point of sale in retail stores of all types and sizes. SymphonyIRI Group ( InfoScan store tracking provides detailed information about sales, share, distribution, pricing, and promotion across a wide variety of retail channels and accounts. J.D. Power and Associates ( Widely known for its automotive ratings, it produces quality and customer satisfaction research for a variety of industries. Mediamark Research Inc. ( Supplies multimedia audience research pertaining to media and marketing planning for advertised brands. National Purchase Diary Panel ( Based on detailed records consumers keep about their purchases (i.e., a diary), it provides information about product movement and consumer behavior in a variety of industries. NOP World ( The mKids US research study tracks mobile telephone ownership and usage, brand affinities, and entertainment habits of American youth between 12 and 19 years of age. Research and Markets ( Promotes itself as a one-stop shop for market research and data from most leading publishers, consultants, and analysts. Roper Center for Public Opinion Research ( The General Social Survey is one of the nation’s longest running surveys of social, cultural, and political indicators. Simmons Market Research Bureau ( Reports on the products American consumers buy, the brands they prefer, and their lifestyles, attitudes, and media preferences. Yankelovich ( The MONITOR tracks consumer attitudes, values, and lifestyles shaping the American marketplace.

10-10 External Secondary Data Scanner Research Scanner Research Courtesy The Nielsen Co IRI Website

10-11 External Secondary Data Panel Research Panel Research Group of consumersSurvey or sales receipts What are they buying or not buying? ©BananaStock/PunchStock Flying Colours Ltd/Getty Images

10-12 Internal Secondary Data Data WarehouseData Mining

check yourself What is the difference between internal and external secondary research?

10-14 Qualitative versus Quantitative Data Collection Techniques Data collection research Data collection research Qualitative researchQuantitative research

10-15 Data Collection Qualitative Research ObservationSocial Media In-depth interview Focus group In-Store Tracking Analytics

check yourself What are the types of qualitative research?

10-17 SurveySurvey Research

10-18 Web Surveying Response rates are relatively high Respondents may lie less It is inexpensive Results are processed and received quickly Simon Fell/Getty Images

10-19 How do firms successfully use web surveying? Using Web Surveying The McGraw-Hill Companies, Inc/ John Flournoy, photographer

10-20 Experimental Research AP Photo/Mary Altaffer

10-21 Advantages and Disadvantages of Secondary and Primary Data TypeExamplesAdvantagesDisadvantages Secondary Research Primary Research  Census data  Sales invoices  Internet information  Books  Journal articles  Syndicated data  Saves time in collecting data because they are readily available  Free or inexpensive (except for syndicated data)  May not be precisely relevant to information needs  Information may not be timely  Sources may not be original, and therefore usefulness is an issue  Methodologies for collecting data may not be appropriate  Data sources may be biased  Observed consumer behavior  Focus group interviews  Surveys  Experiments  Specific to the immediate  data needs and topic at hand  Offers behavioral insights  generally not available from  secondary research  Costly  Time consuming  Requires more sophisticated  training and experience to design  study and collect data

check yourself What are the types of quantitative research? 2.What are the advantages and disadvantages of primary and secondary research?

10-23 The Ethics of Using Customer Information Strong ethical orientation Adhere to ethical practices

check yourself Under what circumstances is it ethical to use consumer information in marketing research? 2.What challenges do technological advances pose for the ethics of marketing research?

Return to slide Data are raw numbers or other factual information that, on their own, have limited value to marketers. Glossary

Return to slide Experimental research is a type of quantitative research that systematically manipulates one or more variables to determine which variables have a causal effect on another variable. Glossary

Return to slide Marketing research consists of a set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data that can aid decision makers involved in marketing goods, services, or ideas. Glossary

Return to slide Panel research is a type of quantitative research that involves collecting information from a group of consumers (the panel) over time. Glossary

Return to slide Scanner research is a type of quantitative research that uses data obtained from scanner readings of UPC codes at check-out counters. Glossary

Return to slide A survey is a systematic means of collecting information from people that generally uses a questionnaire. Glossary

Return to slide Syndicated data are data available for a fee from commercial research firms such as Information Resources Inc. (IRI), National Purchase Diary Panel, and ACNielsen. Glossary