2. Chapter 9 Marketing Research And Information Systems

3. Objectives Describe steps in conducting marketing research
Explore methods of gathering data for marketing research
Describe nature/role of information systems in marketing decision making
Understand how tools: databases, decision support systems, and the Internet facilitate marketing research
Identify key ethical and international considerations in marketing research

4. Marketing Research
The systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities.
Marketresearch.com

5. Benefits Of Market Research
Facilitates strategic planning
Assess opportunities/threats
Ascertain potential for success
Determine feasibility

6. The Marketing Research Process

7. Identifying Need For Research = Problem
Departure from normal function
Typical problems requiring research
Discover reasons for exceeding goals
Identify/define opportunities or changes

8. Defining Problem Nature/scope of situation Clear definition of need
Determine precisely what research is to determine
How will research be used?

9. Designing the Research Project
Research Design – an overall plan for obtaining the information needed to address a research problem or issue.

10. Hypothesis
An informed guess or assumption about a certain problem or set of circumstances.

11. Types of Research
Exploratory Research – research conducted to gather more information about a problem or to make a tentative hypothesis more specific
Conclusive Research – research designed to verify insights through objective procedures and to help marketers in making decisions

12. Research Exploratory vs. Conclusive

13. Types Of Conclusive Research
Descriptive- clarifies characteristics of certain phenomena to solve a particular problem
Experimental- allows marketers to make casual inferences about relationships

14. Descriptive Research Demand prior knowledge
Assume problem/issue is clearly defined
Some require statistical analysis and predictive tools
Marketer’s task
Choose adequate methods
Measure data

15. Experimental Research
Allows marketers to make causal deductions
Requires
Independent variable
Dependent variable
Provides strong evidence of cause and effect

16. Reliability and Validity
Reliability – identical results produced in repeated trials of the same research technique
Validity – research method measuring what it is supposed to measure

17. Data
Primary – observed/recorded or collected directly from respondents
Secondary – compiled both inside and outside the organization for some purpose other than the current investigation

18. Sources Of Secondary Data
Organization’s database
Accounting records
Competitive information
Trade associations
Periodicals
Gov’t publications
Unpublished sources
Online databases

19. Methods Of Collecting Primary Data
Population- all elements, units or individuals of interest to researchers for a specific study
Sample- limited number of units chosen to represent the characteristics of a total population

20. Sampling
Population – elements, units, or individuals of interest to researchers for a specific study
Sample – a limited number of units chosen to represent the total population
Sampling – selecting representative units from a total population

21. Probability Samples
Probability – every element in the population has a known chance of being selected for study
Random- all units in a population have an equal chance of appearing in the sample
Stratified- population is divided into common attributes and random sample chosen within each group

22. Nonprobability Sampling
Nonprobability- more subjective than probability because no way to calculate likelihood specific element will be chosen
Quota- researchers divide population into groups then arbitrarily choose from each group

23. Survey Methods Mail – respondents answer questionnaire through mail
Telephone – respondents’ answers are recorded by interviewer on the phone
Online – respondents answer questionnaire via or website
Personal Interview Surveys – participants respond to survey questions face to face
Sample Mail Survey
Sample Phone Survey
Sample Online Survey

24. Comparison of the Four Basic Survey Methods

25. Benefits Of Personal Interview
Rapport
More in-depth
Probes
Follow-up
Tests
Longer
Yield more information
Respondents can be carefully selected, reasons for nonresponse explored

26. Types Of Personal Interviews
In-home (door-to-door)
Focus group
Customer advisory boards
Telephone depth
Shopping mall intercept
On-site computer

27. Questionnaire Construction
Open-ended
Dichotomous
Multiple-Choice
© Microsoft Power Point Clip Art

28. Observation Methods Record individuals’ overt behavior
Direct contact avoided
Actions examined
May be combined with interviews
Can be biased- devices
Descriptive
Sample Observation Method

29. Interpreting Research Findings
Allow for continual evaluation
Conclusion
Display data in table format
Cross-tabulate
Statistical interpretation- analysis of what is typical or what deviates from the average

30. Reporting Findings Clear, objective look Point out deficiencies
Formal, written document
Determine level of detail
Summary/recommendations first
© Microsoft Power Point Clip Art

31. Technology And Information Gathering And Analysis
Increasingly accessible
Customer relationship management enhanced
Permits internal research and quick information gathering
Access array of valuable information sources

32. Marketing Information Systems
Marketing Information Systems (MIS)
framework for managing and structuring information gathered from internal and external sources
Databases
Single-source data provided by single marketing research firm
Marketing Decision Support Systems (MDSS)
customized computer software that aids marketing managers in decision making
Internet and Online Information Services

33. Resources For Marketing Information

34. Issues In Marketing Research
Importance of ethical research- professional standards
International issues- allow for regional differences
Secondary to gain understanding of region
Field research

35. Top Marketing Research Firms