1. Managing Marketing Information to Gain Customer Insights
Chapter: 4

2. Marketing Research Marketing Research
A systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization
Answer questions
- Does the packaging needs to be changed?
- Are people going to like the 3D TV?
Large firms have research departments, and they hire outside companies to help them with research or take data from them

3. Marketing Research Marketing Research Process
Defining the problem and research objectives
Developing the research plan for collecting information
Implementing the research plan- collecting and analyzing the data
Interpreting and reporting the findings

4. Defining the Problem and Research Objectives
Marketing Managers and Researchers must work closely
Research Objectives:
1- Exploratory Research
Marketing research to gather preliminary information that will help define problems and suggest hypothesis
2- Descriptive Research
Marketing Research to better describe marketing problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of consumers

5. Defining the Problem and Research Objectives
Casual Research
Marketing Research to test hypotheses about cause-and-effect relationships

6. Developing the Research Plan
After the problem and objectives, the research plan is made for the management
e.g. Tapal Danedar (Soft Pack to Hard Pack)
- Demographic, economic characteristics of Punjab users
- usage patterns
- Retailers reaction
- Forecast for sale

7. Developing the Research Plan
Secondary Data
Information that already exists somewhere, having been collected for another purpose
Primary Data
Information collected for the specific purpose at hand
Commercial online Databases
Computerized collection of information available from online commercial sources or via the internet

8. Gathering Secondary Data
Researchers usually start by gathering secondary data
Can be collected quickly and at a lower cost
Can present problems, it should be:
- Relevant
-Accurate
- Current
- Impartial

9. Primary Data Research Approaches -Observational Research
Gathering Primary Data by observing relevant people, actions and situations
Can obtain data that people are unwilling or unable to give
E.g.If a bank needs to open a new branch, it will look at location, traffic, neighbors

10. Primary Data
Ethnographic Research
A form of observational research that involves sending trained observers to watch and interact with consumers in their “natural habitat”
e.g. Nokia
-women keep phone in handbags
- in rural areas more than 1 person uses the same phone

11. Primary Data Survey Research
Gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior
Can be conducted by
- mail, in person, on the web, phone

12. Primary Data Contact Methods Mail Questionnaires
- Can be used to collect large data
- No interviewer for bias answers
- Not very flexible
- longer to complete

13. Primary Data Telephone Interviewing - Greater Flexibility
- Cost per respondent is higher
- Due to mobiles, very convenient
Personal Interview
- Individual Interview
- Focus Group Interview