McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies, All Rights Reserved Marketing Research, Primary Data, Secondary Data, Qualitative Research, Quantitative.

Slides:



Advertisements
Similar presentations
Market Research Ms. Roberts 10/12. Definition: The process of obtaining the information needed to make sound marketing decisions.
Advertisements

Marketing Research and Information Systems
CONSUMER RESEARCH Chapter 2.
Essentials of Marketing 13e
For use only with Perreault/Cannon/ McCarthy texts, © 2009 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 8 Improving Decisions with Marketing Information.
Learning Objectives Chapter 6: Marketing Research
Objectives Understand the importance of information to the company.
Learning Goals Explain the importance of information to the company
For use only with Perreault/Cannon/McCarthy or Perreault/McCarthy texts. © 2008 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Improving.
Irwin/McGraw-Hill Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved. 1-1.
Principles of Marketing
Chapter 3 Preparing and Evaluating a Research Plan Gay and Airasian
Chapter 29 conducting marketing research Section 29.1
For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Chapter 8: Improving Decisions with Marketing.
Developing a Global Vision through Marketing Research Chapter 8 McGraw-Hill/Irwin© 2005 The McGraw-Hill Companies, Inc. All rights reserved.
Chapter 8 The Marketing Plan
Foundations of Chapter M A R K E T I N G Copyright © 2003 by Nelson, a division of Thomson Canada Limited. Obtaining Data for Marketing Decisions 7.
Marketing Research Unit 7.
1 ©IRWIN a Times Mirror Higher Education Group, Inc., company 1997 Collecting and Using Marketing Information.
The Process of Advertising Research. Purpose  To understand the sequence of steps underlying the process of ad research  To specify the decisions/events.
Section 29.1 Marketing Research
The Market Research Process
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Marketing Research, Decision-Support Systems, and Sales Forecasting.
Marketing Research – Collecting Data
Chapter One Copyright © 2006 McGraw-Hill/Irwin Marketing Research For Managerial Decision Making.
Chapter 3 Needs Assessment
The Market Research Process
Chapter 1 Psychology as a Science
VIRTUAL BUSINESS RETAILING
Nature and Scope of Marketing Research
Market Research and Market Information Chapter 7 McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter 3: Marketing Intelligence Copyright © 2010 Pearson Education Canada1.
Agenda for Define Key Terms Read & Take Notes The Persuaders
Marketing Research: Overview
Marketing Research Audhesh Paswan Chapter 1: The Nature and Role of Marketing Research.
Chapter Copyright © 2009 by Nelson Education Limited. MARKETING RESEARCH Prepared by Simon Hudson, Haskayne School of Business University of Calgary.
Copyright © 2007 Pearson Education Canada 3-1 Marketing Research Marketing research serves many roles. It can: 1.Link companies with customers via information.
Descriptive and Causal Research Designs
Managing Marketing Information Chapter Learning Goals 1.Explain the importance of information to the company 2.Define the marketing information.
Chapter foundations of Chapter M A R K E T I N G Obtaining Data for Marketing Decisions 7.
Chapter 6: Getting the Marketing Information We Need.
Keys to Successful Marketing  Must understand and meet customer needs and wants  To meet customer needs, marketers must collect information.
Market Research and Testing The Key To Business Success Revised June 2010.
Chapter Seventeen Acquiring, Organizing, and Using Information.
© 2007 The McGraw-Hill Companies, Inc., All Rights Reserved. McGraw-Hill/Irwin Marketing Management, 8e Chapter Two Marketing Information, Research, and.
Standard 3 - Marketing Information Management What you’ll learn: Describe the need for Marketing Information Understand marketing-research activities Understand.
© 2006 The McGraw-Hill Companies, Inc., All Rights Reserved.McGraw-Hill/Irwin 3-1 Chapter 3 The Business Research Process: An Overview.
For use only with Perreault/Cannon/ McCarthy texts, © 2009 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter 8 Improving Decisions with Marketing Information.
10-1 CHAPTER MARKETING RESEARCH LEARNING OBJECTIVES Identify the five steps in the marketing research process. Describe the various secondary.
Chapter 4 Marketing Research and Information Systems Dr. Franck VIGNERON.
Part Three Using Technology and Information to Build Customer Relationships 7 Marketing Research and Information Systems.
“Problems” in Marketing Research MAR 6648: Marketing Research January 6, 2010.
Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T.
For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 2000 Irwin/McGraw-Hill Chapter 7: Improving Decisions with Marketing.
Account Planning and Research
CHAPTER EIGHT Improving Decisions with Marketing Information
Information Management and Market Research. Marketing Research Links…. Consumer, Customer, and Public Marketer through information Marketing Research:
Sports Market Research. Know Your Customer How do businesses know their customers needs and wants?  Ask them/talking to customers  Surveys  Questionnaires.
Managing Marketing Information 4 Principles of Marketing.
Conducting Marketing Research Chapter 29. Sec – The Marketing Research Process The steps in conducting marketing research The difference between.
© 2004 McGraw-Hill Companies, Inc., McGraw-Hill RyersonSlide 8-2 TURNING MARKETING INFORMATION INTO ACTION C HAPTER.
Section 28.1 Marketing Information Chapter 28 marketing research Section 28.2 Issues in Marketing Research.
BUSINESS 1 Understanding Marketing Processes and Consumer Behavior.
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Marketing Research, Decision-Support Systems, and Sales Forecasting.
Chapter 29 Conducting Market Research. Objectives  Explain the steps in designing and conducting market research  Compare primary and secondary data.
Managing Marketing Information
Bell Ringer List five reasons why you think that some new businesses have almost immediate success while others fail miserably.
Marketing Research and Information Systems
Information Management and Market Research
Marketing Information, Research, and Understanding the Target Market
Presentation transcript:

McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies, All Rights Reserved Marketing Research, Primary Data, Secondary Data, Qualitative Research, Quantitative Research, Focus Groups, Long Interviews, Observational Research, Survey Research, Experimental Research, Mathematical Modeling, Cardinal Rule, Test Marketing Marketing Research: Process and Systems for Decision Making Chapter 2 Key Terms

McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies, All Rights Reserved Role of Market Research  Process by which information about environment is generated, analyzed, and interpreted  Aids decision making and is not a substitute for it  Can reduce risks associated with managing marketing strategies  Vital for investigating the effects of various marketing strategies after implementation

McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies, All Rights Reserved The Marketing Research Process The Five Ps of the Research Process

McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies, All Rights Reserved Purpose of the Research  At the end of this stage, managers and researchers should agree on  Current situation involving the problem to be researched  Nature of the problem  Specific question or questions the research is designed to investigate

McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies, All Rights Reserved Plan of the Research  Critical issues that influence the research plan include  Whether primary or secondary data are needed  Whether qualitative or quantitative data are needed  Whether the company would conduct its own research or contract with a marketing research specialist

McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies, All Rights Reserved Plan of the Research  Primary versus Secondary Data  Primary data – Collected for specific problem under investigation  Secondary data – Previously collected data that could be used for problem at hand  Usually more cost-effective  May not always be available for strategy-specific questions

McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies, All Rights Reserved Plan of the Research Some Syndicated Data Providers

McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies, All Rights Reserved Plan of the Research Some Syndicated Data Providers (Continued)

McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies, All Rights Reserved Plan of the Research  Qualitative versus Quantitative Data  Qualitative – Typically involves face-to-face interviews  Focus groups  Long interviews  Quantitative – Systematic procedures to obtain and analyze numerical data  Observational research  Survey research  Experimental research  Mathematical modeling research

McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies, All Rights Reserved Plan of the Research  Company versus Contract Research  Research is done internally, or through external sources

McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies, All Rights Reserved Plan of the Research A Comparison of Data Collection Methods Used in Marketing Research

McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies, All Rights Reserved Plan of the Research A Comparison of Data Collection Methods Used in Marketing Research (Continued)

McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies, All Rights Reserved Conducting Research  Performance of research  Cardinal rule of collecting data – Obtain and record maximal amount of useful data  Time, money and respondent privacy constraints  Processing of research data – Includes preparation of data for analysis and their actual analysis  Interpret and assess research results by identifying relationships among variables or differences between groups  Preparation of research report  Clear and unambiguous, with strategic recommendations

McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies, All Rights Reserved Conducting Research Eight Criteria for Evaluating Marketing Research Reports

McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies, All Rights Reserved Research Limitations  Test market areas are not fully representative of the market  Sample size and design have been formulated incorrectly due to budget constraints  Pretest measurements of competitive brand sales have been not made or are inaccurate  Test scores do not give complete support to the study

McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies, All Rights Reserved Research Limitations  Test market products are advertised or promoted beyond a profitable level for the market in general  Researchers ignore the effects of factors that influence sales  Test-market period is too short to determine whether the product will be repurchased

McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies, All Rights Reserved Ethical Responsibilities  Responsibilities to respondents  Preserving respondent anonymity  Avoiding mental stress for respondents  Avoiding questions detrimental to respondents  Avoiding the use of dangerous equipment or techniques  Avoiding deception of respondents  Avoiding coercion of respondents

McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies, All Rights Reserved Ethical Responsibilities  Responsibilities to clients  Providing confidentiality  Providing technical integrity  Providing administrative integrity  Providing guidance on research usage  Responsibilities to subordinate employees  Creating an ethical work environment  Avoiding opportunities for unethical behavior

McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies, All Rights Reserved Marketing Information Systems (MIS)  Coordinated collection of data, tools, and techniques involving both computer hardware and software  Requires three types of software:  Database management software – For sorting and retrieving data from internal and external sources  Model base management software – Contains routines for manipulating data  Dialog system – Allows for exploration of data and uses models to produce information for decision making

McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies, All Rights Reserved Marketing Information Systems (MIS)  Internal information includes such things as sales records  Investigates efficiency and effectiveness of various marketing strategies  External information concerns changes in environment

McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies, All Rights Reserved Marketing Information Systems (MIS) Some Information Sources for Marketing Information Systems

McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies, All Rights Reserved Marketing Information Systems (MIS) Some Information Sources for Marketing Information Systems (Continued)