1. The Marketing Research Process Copyright © Texas Education Agency, 2011. All rights reserved.

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3. Market Research When information is gathered that is very specifically focused on a single target market Steps in Marketing Research Discover and define the problem. Analyze current conditions. Develop the process for data collection. Collect the data. Analyze and report the data. Determine a solution to the problem. Implement and evaluate the results. 3 Copyright © Texas Education Agency, 2011. All rights reserved.

4. Step 1: Discover and Define the Problem Exploratory Research-conducted when a business is unaware of the exact problem (television network conducts research to determine why fewer people are watching a particular show) Desk Research-where reports of other completed research are used to help define the problem 4 Copyright © Texas Education Agency, 2011. All rights reserved.

5. Step 1: Discover and Define the Problem Descriptive Research-is used when the business is aware of the problem that needs to be solved (if a group wants to start a new professional soccer team, it needs to know if there will be a sufficient fan base to support the team) Causal Research-used to determine cause-and-effect relationships when the problem is already clearly defined (when the sports team’s marketing department does not know which of two team logos and colors will motivate fans to buy more team merchandise, research can help determine the effect of each alternative) 5 Copyright © Texas Education Agency, 2011. All rights reserved.

6. Step 2: Analyze Current Conditions Look at sales volume. Analyze customer data to understand current conditions. 6 Copyright © Texas Education Agency, 2011. All rights reserved.

7. Step 3: Develop the Process for Data Collection Observation Conducting a Survey Personal Interviews with Customers 7 Copyright © Texas Education Agency, 2011. All rights reserved.

8. Step 4: Collect the Data Use e-mail to contact season ticket holders Survey a sample-a small number representative of the large group 8 Copyright © Texas Education Agency, 2011. All rights reserved.

9. Step 5: Analyze and Report the Data Electronically compile responses. Look for patterns in the data. Draw conclusions based on the patterns. Track sales. Determine price points-the range of prices charged for a category of merchandise Spreadsheets and database software help sort thousand of bits of data and make sense of the data Charts and graphs-visual representation of results 9 Copyright © Texas Education Agency, 2011. All rights reserved.

10. Step 6: Determine a Solution to the Problem Based on Conclusions from the Data Make Recommendations 10 Copyright © Texas Education Agency, 2011. All rights reserved.

11. Step 7: Implement and Evaluate the Results Concerns might be uncovered. Companies implement the changes to determine whether they actually result in an effective solution to the problem. 11 Copyright © Texas Education Agency, 2011. All rights reserved.

12. Human Factor of Marketing Research Research Sophistication Gut feeling and intuition Research is valued and actively used to make decisions Decisions based on sound information Reducing Conflict Research results may indicate the need for change Managers should not “shoot the messenger.” Research that indicates unhappy customers-presents opportunities for departments to work together for the best solution 12 Copyright © Texas Education Agency, 2011. All rights reserved.

13. Human Factor of Marketing Research Ethical Research Report information accurately and objectively Biased research is inaccurate research Obligation to protect the privacy of those who provide information for research Confidentiality-the researcher has an obligation to not reveal the specific identities of the respondents FTC makes it illegal for researchers to pretend they are conducting research when they are actually disguising a sales tactic 13 Copyright © Texas Education Agency, 2011. All rights reserved.

14. What’s in it for Me? Coupons-discount on a meal for answering a survey Free Movie Ticket-for responding to the movie survey 14 Copyright © Texas Education Agency, 2011. All rights reserved.

15. Worldwide Data Global market-growing for sports, entertainment, and recreation Billions of People-in more than 200 countries watched or listened to the2006 FIFA World Cup matches Export sports and entertainment programming Must be sensitive to different cultures 15 Copyright © Texas Education Agency, 2011. All rights reserved.