7-1. 7-2 Market Research and Market Information Chapter 7 McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

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Presentation transcript:

7-1

7-2 Market Research and Market Information Chapter 7 McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

7-3 Chapter Goals McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. Market research, the need and the forms Information systems increase the usefulness of data Growing role of technology in marketing research Conducting a market research project Gathering and using information about competitors Ethics enters into the performance of marketing research

7-4 Uses of Marketing Research Marketing Mix Marketing Mix Markets Market Segments Markets Market Segments Expectations Satisfaction Expectations Satisfaction Competition

7-5 Marketing Research The development, interpretation, and communication of decision-oriented information to be used in all phases of the marketing process. The development, interpretation, and communication of decision-oriented information to be used in all phases of the marketing process.

7-6 Scope of Marketing Research Activities Scope of Marketing Research Activities Marketing Research Activities Marketing Research Activities Marketing Information System Marketing Information System Decision Support System Decision Support System Syndicated Services Syndicated Services Marketing Research Project Marketing Research Project

7-7 Marketing Information Systems On-going, organized procedure to generate, analyze, disseminate, store, and retrieve information for use in making marketing decisions. On-going, organized procedure to generate, analyze, disseminate, store, and retrieve information for use in making marketing decisions.

7-8 Marketing Information Systems

7-9 Decision Support Systems Computer-based Allows Interaction with Data Uses various methods of analysis Integrate, analyze interpret information

7-10 Decision Support Systems

7-11 Data Assembled data pertinent to a particular topic Assembled data pertinent to a particular topic Enormous collection of data from external or internal sources compiled by a firm Enormous collection of data from external or internal sources compiled by a firm Sophisticated techniques capable of identifying patterns and relationships in masses of data Sophisticated techniques capable of identifying patterns and relationships in masses of data DATABASE DATA WAREHOUSE DATA MINING

7-12 Marketing Research Projects

7-13 Marketing Research Procedure

7-14 Sources of Information PRIMARY DATA PRIMARY DATA Observation Experimental Survey Test Market Test Market Cookies Mail Telephone Face to Face to Face

7-15 Sources of Information SECONDARY DATA SECONDARY DATA Inside the company Outside the company

7-16 Survey Representative Sample Representative Sample Data-gathering form Random samples Convenience samples Random samples Convenience samples Question wording Response format Questionnaire layout Pretesting Question wording Response format Questionnaire layout Pretesting

7-17 Competitive Intelligence Process of gathering and analyzing public information about competitors Process of gathering and analyzing public information about competitors

7-18 Ethical Issues PrivacyDataUsePrivacyDataUse PrivacyDataCollectionPrivacyDataCollection IntrusivenessIntrusiveness DeceptiveImplementationDeceptiveImplementation FalseRepresentationFalseRepresentation Market Research

7-19 Status of Market Research Little investment in market opportunity research Little investment in market opportunity research Significant advances in methods Significant advances in methods But Project orientation Project orientation Conflicting objectives Conflicting objectives Predicting behavior is inexact Predicting behavior is inexact

7-20 Key Terms and Concepts McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. Marketing research Marketing information system Decision support system Database Data warehouse Data mining Retail scanners Single-source data Situational analysis Hypothesis Informal investigation Primary data Secondary data Observation method Cookies Survey Face-to-face interviews

7-21 Key Terms and Concepts McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. Focus group Telephone survey Mail survey Internet surveys Experiment Test marketing Competitive intelligence