© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

9-2 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin LEARNING OBJECTIVES Learning Objectives How do marketers use information systems to create greater value for customers? Can certain marketing research practices cause a firm to encounter ethical problems What are the necessary steps to conduct marketing research? What are primary and secondary data, and when should each be used?

9-3 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin McDonald’s Store Redesign

9-4 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin McDonald’s Makeover

9-5 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Market Research Market Research Outcome What might have Chef Boyardee learned in research to design this product and this print ad?

9-6 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Marketing Research. CollectingRecordingAnalyzingInterpreting Decision Making

9-7 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Market research includes: A. collecting data. B. analyzing data. C. recording data. D. interpreting data. E. all of the above.

9-8 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Using Marketing Information Systems to Create Better ValueMarketing Information Systems Marketing Information System (MkIS) Data Warehouse Data Mining

9-9 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin What Would You Do? He has just finished giving a successful presentation to a major client. The client has asked for a list of companies that participated in the study and copies of all the completed surveys. Meet Aaron, a marketing researcher: CASRO Website

9-10 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin The Marketing Research Process

9-11 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Step 1: Defining the Objectives and Research Needs What information is needed to answer specific research questions? How should that information be obtained?

9-12 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Step 2: Designing the Research Project Secondary data Primary data

9-13 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Syndicated Data

9-14 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Advantages and Disadvantages of Secondary and Primary Data

9-15 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin The major advantage of primary research data is it: A. can be easily accessed through syndicated data bases or unstructured data mines. B. can be tailored to meet the specific research needs. C. take more time to collect than secondary data and is more costly. D. are general enough to meet researchers’ and managers’ needs. E. all of the above are advantages of primary research data.

9-16 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Step 3: Data Collection ProcessData

9-17 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Data Collection TheIdeaGroup Commercial Exploratory Methods Observation In-depth interview Focus group

9-18 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Describing the benefits How could Ziploc use exploratory research to design this ad?

9-19 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin A researcher will likely engage in exploratory research when: A. data co-mingling. B. the market research problem is not clearly defined. C. syndicated marketing surveys provide sufficient information to address the research question. D. conclusive research has been completed. E. all of the above.

9-20 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin How can a firm use exploratory research to uncover consumers’ attitudes toward their product/service? Using Exploratory ResearchExploratory Research

9-21 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Conclusive Research Conclusive Research Methods Can be either: DescriptiveExperimental

9-22 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin SurveySurvey Research

9-23 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Web Surveying Response rates are relatively high Respondents may lie less It is inexpensive Results are processed and received quickly

9-24 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin How do firms successfully use web surveying? Using Web Surveying

9-25 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Jerry is designing an online survey questionnaire. When designing the questionnaire, Jerry should consider which of the following? A. be careful not to create misleading questions. B. use language respondents are familiar with. C. sequence the questions appropriately. D. create a clear and easy to follow layout. E. all of the above.

9-26 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Experimental Research Focus Group by Microsoft for Vista

9-27 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Scanner Research Information Resources, Inc. AC Nielsen What if I reduce my price by 10%? IRI Website

9-28 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Panel Research Group of consumers Survey or sales receipts What are they buying or not buying?

9-29 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Converting data into information to explain, predict and/or evaluate a particular situation. Step 4: Analyzing Data

9-30 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Step 5: Presenting Results Executive SummaryBodyConclusionsLimitations Supplements including tables, figures, appendices

9-31 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Debating Domestic Eavesdropping

9-32 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Check Yourself 1. What are the steps in the marketing research process? 2. What is the difference between primary and secondary research? 3. What is the difference between exploratory and conclusive research? 4. What are some commonly used survey based metrics?

9-33 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Glossary Conclusive research provides the information needed to confirm preliminary insights and which managers can use to pursue appropriate courses of action. Return to slide

9-34 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Glossary Data are raw numbers or other factual information that, on their own, have limited value to marketers. Return to slide

9-35 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Glossary 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. Return to slide

9-36 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Glossary Exploratory research attempts to begin to understand the phenomenon of interest and provides initial information when the problem lacks any clear definition. Return to slide

9-37 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Glossary A marketing information system (MkIS) is a set of procedures and methods that apply to the regular, planned collection, analysis, and presentation of information that then may be used in marketing decisions. Return to slide

9-38 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Glossary 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. Return to slide

9-39 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Glossary Panel research is a type of quantitative research that involves collecting information from a group of consumers (the panel) over time. Return to slide

9-40 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Glossary Scanner research is a type of quantitative research that uses data obtained from scanner readings of UPC codes at check-out counters. Return to slide

9-41 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Glossary A survey is a systematic means of collecting information from people that generally uses a questionnaire. Return to slide

9-42 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Glossary Syndicated data are data available for a fee from commercial research firms such as Information Resources Inc. (IRI), National Purchase Diary Panel, and ACNielsen. Return to slide