10-1 CHAPTER MARKETING RESEARCH 10 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

10-2 LEARNING OBJECTIVES Identify the five steps in the marketing research process. Describe the various secondary data sources. Describe the various primary data collection techniques. Summarize the differences between secondary data and primary data. Examine the circumstances under which collecting information on consumers is ethical. Marketing Research LO1 LO2 LO3 LO4 LO5

10-3 Disney Ron S Buskirk/Alamy

10-4 McDonald’s Makeover

10-5 Market Research Market Research Outcome  What might have Chef Boyardee learned in research to design this product and this print ad? Ad Courtesy of ConAgra Foods

10-6 Marketing Research CollectingRecordingAnalyzingInterpreting Decision Making

10-7 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 Ryan McVay/Getty Images

10-8 The Marketing Research Process Defining the objectives and research needs Designing the research Collecting the data Analyzing data and developing insights Developing and implementing an action plan

10-9 Step 1: Defining Objectives and Research Needs What information is needed to answer specific research questions? How should that information be obtained?

10-10 Step 2: Designing the Research Type of data Type of research

10-11 Step 3: Collecting the DataData

10-12 Converting data into information to explain, predict and/or evaluate a particular situation. Step 4: Analyzing Data and Developing Insights ©Getty Images

10-13 Step 5: Developing and Implementing an Action Plan Executive SummaryBodyConclusionsLimitations Supplements including tables, figures, appendices Digital Vision/Getty Images

10-14 CHECK YOURSELF 1.What are the steps in the marketing research process? 2.What is the difference between data and information?

10-15 External Secondary Data Syndicated Data Syndicated Data

10-16 External Secondary Data Scanner Research Scanner Research Courtesy The Nielsen Co IRI

10-17 External Secondary Data Panel Research Panel Research Group of consumers Survey or sales receipts What are they buying or not buying? ©BananaStock/PunchStock Flying Colours Ltd/Getty Images

10-18 Internal Secondary Data Data WarehouseData Mining

10-19 CHECK YOURSELF 1.What is the difference between internal and external secondary research?

10-20 Qualitative versus Quantitative Data Collection Techniques Data collection research Data collection research Qualitative researchQuantitative research

10-21 Data Collection Qualitative Research ObservationSocial Media In-depth interview Focus group In-Store Tracking Analytics

10-22 Describing the benefits  How could Ziploc use qualitative research to design this ad? SC Johnson Co

10-23 CHECK YOURSELF 1.What are the types of qualitative research?

10-24 SurveySurvey Research

10-25 Web Surveying  Response rates are relatively high  Respondents may lie less  It is inexpensive  Results are processed and received quickly Simon Fell/Getty Images

10-26 How do firms successfully use web surveying? Using Web Surveying The McGraw-Hill Companies, Inc/ John Flournoy, photographer

10-27 Experimental Research AP Photo/Mary Altaffer

10-28 Advantages and Disadvantages of Secondary and Primary Data TypeExamplesAdvantagesDisadvantages Secondary Research Primary Research  Census data  Sales invoices  Internet information  Books  Journal articles  Syndicated data  Saves time in collecting data because they are readily available  Free or inexpensive (except for syndicated data)  May not be precisely relevant to information needs  Information may not be timely  Sources may not be original, and therefore usefulness is an issue  Methodologies for collecting data may not be appropriate  Data sources may be biased  Observed consumer behavior  Focus group interviews  Surveys  Experiments  Specific to the immediate  data needs and topic at hand  Offers behavioral insights  generally not available from  secondary research  Costly  Time consuming  Requires more sophisticated  training and experience to design  study and collect data

10-29 CHECK YOURSELF 1.What are the types of quantitative research? 2.What are the advantages and disadvantages of primary and secondary research?

10-30 Debating Domestic Eavesdropping

10-31 The Ethics of Using Customer Information Strong ethical orientation Adhere to ethical practices

10-32 CHECK YOURSELF 1.Under what circumstances is it ethical to use consumer information in marketing research? 2.What challenges do technological advances pose for the ethics of marketing research?

10-33 Return to slide Data are raw numbers or other factual information that, on their own, have limited value to marketers. Glossary

10-34 Return to slide 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. Glossary

10-35 Return to slide 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. Glossary

10-36 Return to slide Panel research is a type of quantitative research that involves collecting information from a group of consumers (the panel) over time. Glossary

10-37 Return to slide Scanner research is a type of quantitative research that uses data obtained from scanner readings of UPC codes at check-out counters. Glossary

10-38 Return to slide A survey is a systematic means of collecting information from people that generally uses a questionnaire. Glossary

10-39 Return to slide Syndicated data are data available for a fee from commercial research firms such as Information Resources Inc. (IRI), National Purchase Diary Panel, and ACNielsen. Glossary