1. Unit 6: Marketing Research
Mrs. Brink
Marketing Principles

2. Functions of Marketing
Product Service Management
Financing
Selling
Distribution
Pricing
Promotions
Marketing Information Management
Chapter 5

3. What is Marketing Research?
Involves the marketing function that links the consumer, and the public to the marketer through information
Gather, analyze and interpret data related to a research problem

4. How do we do Market Reasearch?
Through studies using the Market Research Process
Define the problem
Analyze the situation
Develop a data-collection procedure
Gather and study information
Propose a solution

5. Step 1: Seeing the Problem Clearly
Discovering a problem always leads to research to find answers
Step 1: Define the problem

6. Step 2: Analyzing the Situation
Identify what is already known about the problem
View information that is available about the problem

7. Step 3: Secondary V. Primary Data
Secondary data can be obtained by a number of agencies. It is PREXISTING information
Researching online
Government documents
Similar research done by other businesses
Primary data is information YOU GATHER. Can be done using:
the survey method
the observation method
the experimental method

8. Step 4: Gather Information
Select the participants for primary research
Population: entire group that could be researched
Sample: group that represents entire population
Collect the data!
Analyze the data: Interpreting Results
Numerical data: Quantitative
Non-numerical data: Qualitative
WHAT DOES THIS DATA TELL US!

9. Step 5: Propose a Solution
Solutions must be presented in a report
MUST BE FEASABLE!
Must be measurable!

10. What methods are used to gather data?

11. Primary Data Primary data is EXTREMELY important to market research
Allows marketers to hear directly from consumers!

12. Conducting Surveys Surveys are the most common form of primary data
Should contain well thought out, SPECIFIC questions
Close-ended questions: forces people to pick from preselected answers
Open-ended questions: allows people to write in their own thoughts and responses

13. Focusing on the Issues
Focus groups are a popular way to obtain primary data
Group of carefully selected people brought together to discuss
Always have a moderator
Important to have questions carefully written

14. Making Observations
Observation collects information by recording actions without interacting or communication with the participant.
Recording devices include
Video cameras
Audio recorders
Bar code scanners
Eye-tracking photography

15. Performing Experiments
Test markets: use a specific geographic region to be the study
EX: Chick-Fil-A Spicy Chicken
Simulations: experiments put together by researchers to see reactions to changes in marketing mix
EX: Febreeze

16. Trends in Market Research
Scanners
Social Media
Hashtags
Followers, likes
Selling consumer data
Customer Reward Cards

17. Let’s see how this is really done!
Reading stations:
You will rotate with your table members
Read a total of 3 articles and answer all questions
Chapter 5

18. Hillgrove School Store Market Research Project
Problem: We are opening a school store but we are uncertain if our planned product selection will be successful
Your job is to find a solution to this problem through market research using online surveys!
Secondary data: North Gwinnett
Primary data: Surveys!
Chapter 5

19. Process Define the problem Analyze the situation
Already know…..
Balloons
Spirit Wear
Odds and ends—chap stick
School Supplies
North Gwinnett High School
Develop a data-collection procedure
Survey—10 questions that will answer problem
Gather and study information
Today!
Propose a solution
Write a brief report in class WED/THURS

20. Writing Surveys Demographic Questions:
ALWAYS AT THE BEGINNING
Mixture of close choice, open ended and scales
Likert scales
Chapter 5