Canadian Marketing in Action, 6 th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc. 3-1 Marketing Research Marketing research serves many roles. It can: 1.Link companies with customers via information 2.Define problems and opportunities 3.Generate, refine and evaluate marketing actions 4.Monitor performance

Canadian Marketing in Action, 6 th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc. 3-2 Marketing Research Process Problem Awareness Problem Awareness Exploratory Research Exploratory Research Secondary Data Collection Secondary Data Collection Primary Research Data Collection & Processing Analysis & Interpretation Recommendations & Action

Canadian Marketing in Action, 6 th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc. 3-3 Exploratory Research Funnelling Dividing a subject into manageable variables to narrow down the field so that specific research can be conducted. Situation Analysis Collecting information from knowledgeable people and secondary sources.

Canadian Marketing in Action, 6 th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc. 3-4 Secondary Data Sources Secondary Data Internal Sources External Sources MIS DSS Government Business Online

Canadian Marketing in Action, 6 th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc. 3-5 Secondary Data Advantages Available at low or no cost Updated constantly by some sources Only source sometimes Useful for exploratory research

Canadian Marketing in Action, 6 th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc. 3-6 Secondary Data Disadvantages: Inability to resolve specific problem Reliability and accuracy questioned Data outdated in changing market

Canadian Marketing in Action, 6 th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc. 3-7 Online Database A public information database accessible to anyone with proper communication facilities. Data is available quickly but the amount of data can be overwhelming. Statistics Canada offers information online.

Canadian Marketing in Action, 6 th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc. 3-8 Primary Research The collecting and recording of new data, called primary data, in order to resolve a specific problem, usually at high cost to the organization.

Canadian Marketing in Action, 6 th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc. 3-9 Primary Research Problem Definition Objectives and Hypotheses Sample Design Data Collection Methodology

Canadian Marketing in Action, 6 th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc Sample Design A representative sample is necessary in order to produce valid and reliable data. Steps: 1.Define Population 2.Identify Sampling Frame 3.Determine Type of Sample 4.Determine Sample Size

Canadian Marketing in Action, 6 th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc Data Collection Methods Survey Observation Experiment Structured questionnaire Personal or electronic (Web cookies) Simulated or market test

Canadian Marketing in Action, 6 th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc Qualitative Data Data collected from small samples in a controlled environment (e.g., a focus group). “Focus” implies that the discussion concentrates on one topic or concept. Interviews reveal “attitudes” held by customers.

Canadian Marketing in Action, 6 th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc Quantitative Data Data collected from large samples. Analysis and interpretation rely on numbers and percentages obtained from data collected from a structured questionnaire. Feelings, attitudes and opinions of customers are quantified.

Canadian Marketing in Action, 6 th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc Survey Methodology Interview Which option to use depends on: 1.Nature of information sought 2.Cost and time constraints 3.Location of respondent Telephone Mail Online

Canadian Marketing in Action, 6 th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc Date Transfer and Processing Data Transfer Data Transfer Processing Completed questionnaires are edited for consistency and completeness. Tabulation Frequency Distribution Cross-tabulation

Canadian Marketing in Action, 6 th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc Data Analysis and Interpretation Analysis Evaluating responses for each question in a survey. Interpretation Relating accumulated data to the problem under review.

Canadian Marketing in Action, 6 th ed. Keith J. Tuckwell ©2004 Pearson Education Canada Inc Recommendations and Implementation It’s decision time. Where’s the research? 1.Prospective courses of action are offered in relation to the problem under review. 2.Voluminous doorstoppers are out and succinct PowerPoint presentations are in.