Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 1-1 Internet Marketing Intelligence Chapter 1 Marketing Research: Established Traditions and Emerging Trends

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 1-2 Objectives Provide an understanding of the need and use of marketing research in an organisation. Analyse of the types of marketing research and their objectives. Provide an understanding of the marketing research process. Look at various stages of the evolution of marketing research. Define the traditional and emerging functions of marketing research. Examine the future of marketing research and the growing importance of the Internet.

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 1-3 Marketing Research Defined The function that links the consumer, customer and public to the marketer through information. This information used to identify and define marketing opportunities and problems; generate, refine and evaluate marketing actions; and monitor marketing performance. This information also improves understanding of marketing as a process. Source: American Marketing Association, Bennet,1988

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 1-4 Types of Marketing Research Descriptive answers the who, what where and when questions Diagnostic develops understanding Predictive determines cause and effect

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 1-5 The Research Process Define the research question/problem Research design Research method Sample population Collect data Input data Interpret data Prepare report Follow-up

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 1-6 Evolution of Marketing Research <1905 (sellers to buyers market): Application of research to marketing problems (WWI): Organised approaches to market information (depression): Structuring the market research discipline (WWII, application of social science): Solidification and refinement of market research

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest (evolution from product to marketing concept): Restructuring and modern era of market research (introduction of the personal computer): Computerisation (commercialisation and browsers): ‘Internet-netisation’ Evolution of Marketing Research (cont.)

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 1-8 Why the Internet is Causing a Revolution in Market Research Able to reach large numbers of people Internationally Allows customers to act on their own initiative Improves accessibility of real-time information Able to gather better competitive intelligence Power of newsgroups and discussion lists

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 1-9 Internet Marketing Research Shortcomings Information overload Irrelevant information Downloading/connection speed Security/privacy Number of persons not connected

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 1-10 Functions of Marketing Research Scanning scan the environment for early detection of opportunities and threats Risk Assessment attempts to replace subjective opinions with objective results based on research Monitoring used to evaluate the effectiveness of marketing strategy The Internet makes scanning and monitoring more important (and easy)

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 1-11 Internet Research Applications (Primary Data) Internet surveys more interactivity than ever before low cost speed Newsgroups listening in participating soliciting advice Online focus groups as technology improves, these will increase

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 1-12 Internet Research Applications (Secondary Data) Personal Intelligence information most relevant to your personal/professional wellbeing Environmental Intelligence Internet environmental scanning for social, political, legal, economic and technological issues Consumer Intelligence direct and continuous interaction between consumers and companies Competitive Intelligence information about a company’s current and potential competitors

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 1-13 Summary Timely/accurate information is an essential ingredient in marketing decision making. A comprehensive research program should provide a continuous flow of relevant data that increases one’s knowledge of the marketplace. Such a research program should also simultaneously reduce the chance of committing costly mistakes.

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 1-14 Summary The twenty-first century will further challenge marketers to continually upgrade their research skills and information- processing expertise. A thorough understanding of the structure and substance of the Internet will be a certain prerequisite for the complete researcher.