1. McGraw-Hill/Irwin
Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved.

2. Identify the reason for conducting marketing research.
LEARNING OBJECTIVES (LO) After reading Chapter 8, you should be able to:
LO1
Identify the reason for conducting marketing research.
Describe the five-step marketing research approach that leads to marketing actions.
LO2
LO3
Explain how secondary and primary data are used in marketing.
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Marketing Research

3. LEARNING OBJECTIVES (LO) After reading Chapter 8, you should be able to:
Discuss the uses of observations, questionnaires, panels, and experiments.
Explain how information technology and data mining link massive amounts of marketing information to meaningful marketing actions.
LO5
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From Customer Insights to Actions

4. Understanding Beer Drinkers Better
Singha
Understanding Beer Drinkers Better
How Singha recaptured beer market dominance with market research
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Opening Story – Singha Beer

5. What is Marketing Research?
Roles & Reasons
What is Marketing Research?
Why is Good Marketing Research Difficult, Especially with Kids?
Who holds the purchasing power decisions for children’s products?
Five-Step Marketing Research Approach to Making Better Decisions
LO1
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Reasons for Marketing Research

6. FIGURE 8-1 Five-step marketing research approach leading to marketing actions
LO2
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The Five Step Marketing Research Approach

7. Step 1: Problem Definition Setting Research Objectives
Exploratory Research
Descriptive Research
Causal Research
LO2
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The Five Step Marketing Research Approach

8. Step 1: Problem Definition Setting Research Objectives
Measures of Success
Measure of Success: Brand Attitude
Possible Marketing Actions
Higher brand attitude scores with local “What Time Is It?” advertising theme
Continue with the local “What Time Is It?” advertising theme
Higher brand attitude scores with the global “Tiger: Unravel the Secret” advertising theme.
Adopt the new global “Tiger: Unravel the Secret” advertising theme
LO2
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The Five Step Marketing Research Approach

9. Step 1: Problem Definition Setting Research Objectives
Measure of Success: Brand Attitude
Possible Marketing Actions
Fischer-Price leveraged superior marketing research to develop its highly successful chatter telephone. Scan the link to find out more.
Higher brand attitude scores with local “What Time Is It?” advertising theme
Continue with the local “What Time Is It?” advertising theme
Higher brand attitude scores with the global “Tiger: Unravel the Secret” advertising theme.
Adopt the new global “Tiger: Unravel the Secret” advertising theme
LO2
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The Five Step Marketing Research Approach

10. Step 2: Research Plan Development
Planning Stage
Specify Constraints
Identify Data Needed for Marketing Actions
LO2
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The Five Step Marketing Research Approach

11. Step 2: Research Plan Development
How to collect data?
Concepts
New-Product Concept
Methods
Sampling
Probability Sampling
Nonprobability Sampling
Statistical Inference
LO2
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The Five Step Marketing Research Approach

12. Step 3: Info/Data Collection
Secondary Data
Primary Data
LO3
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The Five Step Marketing Research Approach (ii): Primary & Secondary Data

13. FIGURE 8-2 Types of marketing information
LO3
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The Five Step Marketing Research Approach (ii): Primary & Secondary Data

14. Step 3: Info/Data Collection Secondary Data (Internal)
Sales Breakdowns
Customer Inquiries/ Complaints
LO3
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The Five Step Marketing Research Approach (ii): Primary & Secondary Data

15. Step 3: Info/Data Collection Secondary Data (External)
Census Bureau
Trade Associations
Business Periodicals
Syndicated Services
Scanner Data
LO3
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The Five Step Marketing Research Approach (ii): Primary & Secondary Data

16. Useful Internet Databases for Marketers
Going Online
Online Databases
LexisNexis
ProQuest
Statistical & Financial Data
The Wall Street Journal
Bloomberg
Investor’s Business Daily
FISonline
Portals & Search Engines
ASEAN Secretariat
Google
LO3
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The Five Step Marketing Research Approach (ii): Primary & Secondary Data

17. Step 3: Info/Data Collection
Advantages/Disadvantages of Secondary Data
Advantages
Time Savings
Inexpensive
Disadvantages
Out of Date
Definitions/Categories Not Right
Not Specific Enough
LO3
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The Five Step Marketing Research Approach (ii): Primary & Secondary Data

18. Step 3: Info/Data Collection Primary Data (Observing Behaviour)
Mechanical Observation
Observational Data
Ever wonder about how companies like A.C. Nielsen track viewing figures? Find out about Nielsen’s special remote with ‘personal viewing button’!
LO4
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Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

19. FIGURE 8-4 Nielsen Television Index Ranking Report for network primetime-TV for the week of May 16-22, 2011
Ratings are important KPI for TV networks and may determine whether a show gets recommissioned / cancelled, and the cost of airing ads during the show.
LO4
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Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

20. How do you do marketing research for teenagers?
Teenage Research Unlimited has teenagers complete a drawing / questions about themselves. What inferences can you draw from this drawing?
LO4
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Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

21. Step 3: Info/Data Collection Primary Data (Observing Behaviour)
Personal Observation
Mystery Shopper
Videotaping
Hotels famously have mystery shoppers/tourists
To find out how people actually use toothbrushes, companies have studied tapes of people brushing their teeth in the morning
Ethnographic Research
LO4
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Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

22. Step 3: Info/Data Collection Primary Data (Questioning Consumers)
Questionnaire Data
Idea Generation Methods
Individual Interviews
Depth Interviews
LO4
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Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

23. Step 3: Info/Data Collection Primary Data (Questioning Consumers)
Idea Generation Methods
Focus Groups
“Fuzzy Front End”
LO4
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Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

24. Step 3: Info/Data Collection Primary Data (Questioning Consumers)
Idea Evaluation Methods
Telephone Surveys
Personal Interview Surveys
Mail/Fax Surveys
/ Internet Surveys
Mall Intercept Interview Surveys
LO4
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Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

25. Step 3: Info/Data Collection Primary Data (Question Formats)
Open-Ended Questions
Closed-End or Fixed Alternative Questions
Dichotomous Questions
Semantic Differential Questions
Likert Scale Questions
LO4
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Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

26. FIGURE 8-4 Typical problems in wording questions
LO4
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Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

27. FIGURE 8-5A Different types of questions featured in a sample Wendy’s survey (Q1-Q5)
LO4
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Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

28. FIGURE 8-5A (Q1) Sample Wendy’s survey: Open-ended question
LO4
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Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

29. FIGURE 8-5A (Q2) Sample Wendy’s survey: Dichotomous question
LO4
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Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

30. FIGURE 8-5A (Q3) Sample Wendy’s survey: Multiple choice question
LO4
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Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

31. FIGURE 8-5A (Q4) Sample Wendy’s survey: Attitudinal question
LO4
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Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

32. FIGURE 8-5A (Q5) Sample Wendy’s survey: Semantic differential scale question
LO4
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Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

33. FIGURE 8-5A Different types of questions featured in a sample Wendy’s survey (Q6-Q9)
LO4
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Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

34. FIGURE 8-5B (Q6) Sample Wendy’s survey: Likert scale question
LO4
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Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

35. FIGURE 8-5B (Q7) Sample Wendy’s survey: Media behavior question
LO4
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Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

36. FIGURE 8-5B (Q8) Sample Wendy’s survey: Usage behavior question
LO4
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Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

37. FIGURE 8-5B (Q9) Sample Wendy’s survey: Demographic questions
LO4
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Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

38. Step 3: Info/Data Collection Primary Data (Panels & Experiment)
Experiments
Independent Variable: The Cause
Dependent Variable: The Result
Test Markets
LO4
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Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

39. Step 3: Info/Data Collection Advantages & Disadvantages Primary Data
More Specific to the Problem
Disadvantages
Expensive
Time Consuming to Collect
LO4
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Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

40. Using Marketing Dashboards Making Sense of Consumer Data
Are the Carmex Social Media Programs working well
LO4
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Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

41. Step 3: Info/Data Collection
Using Info Technology to Trigger Marketing Actions
The Marketing Manager’s View of Sales Drivers
Controllable Marketing Mix Factors
Uncontrollable Environmental Forces
Need to Distinguish Between:
Data (Facts & Figures)
Information (Interpreted Data that Leads to Marketing Actions)
LO5
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Utilizing Information & Data to make Marketing Actions

42. Step 3: Info/Data Collection
Using Info Technology to Trigger Marketing Actions
Key Elements of an Information System
Information Technology
Data Warehouse
Sensitivity Analysis
LO5
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Utilizing Information & Data to make Marketing Actions

43. FIGURE 8-6 How researchers use information technology to turn data into action
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Utilizing Information & Data to make Marketing Actions

44. Step 3: Info/Data Collection
Using Info Technology to Trigger Marketing Actions
Data Mining: A New Approach to Searching the Data Ocean
Data Mining
RFID Technology
LO5
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Utilizing Information & Data to make Marketing Actions

45. Step 4: Developing Findings Making Sense and Use of the Data
Analyze the Data
How are Sales?
What Factors Contribute to Sales Trends?
Present the Findings
LO5
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Utilizing Information & Data to make Marketing Actions

46. FIGURE 8-7 Marketing dashboards that present findings to Tony’s marketing manager that leads to recommendations and actions
LO5
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Utilizing Information & Data to make Marketing Actions

47. FIGURE 8-9A Findings presented to Tony’s marketing manager
LO5
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Utilizing Information & Data to make Marketing Actions

48. FIGURE 8-9B Findings presented to Tony’s marketing manager
LO5
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Utilizing Information & Data to make Marketing Actions

49. FIGURE 8-9C Findings presented to Tony’s marketing manager
LO5
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Utilizing Information & Data to make Marketing Actions

50. FIGURE 8-9D Findings presented to Tony’s marketing manager
LO5
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Utilizing Information & Data to make Marketing Actions

51. Step 5: Taking Marketing Actions 5 Step Marketing Approach
Make Action Recommendations
Implement the Action Recommendations
Evaluate the Results
Evaluate the Decision Itself
Evaluate the Decision Process Used
LO5
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Utilizing Information & Data to make Marketing Actions