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McGraw-Hill/Irwin Copyright 2009 by The McGraw-Hill Companies, Inc. All rights reserved.


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Chapter 1Marketing Research and

Managerial Decision Making


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1. Describe the impact of marketing

research on marketing decisions.2. Demonstrate the relationship between

marketing research and marketingplanning.

3. Provide examples of marketing researchstudies.

4. Understand the scope and focus of the

marketing research industry.5. Explain the ethical dimensions of

marketing research.

6. Discuss emerging trends and new skillsneeded in marketing research.

Learning Objectives


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Business Goal: Were All Tryingto Do the Same Thing

The only difference is how we do it!


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The only true competitive

advantage comes from the

understanding you have of yourcustomer that your competitors do

not have!

This information has to

come from the customermost often from planned

marketing researchprograms.

A lasting competitive advantage?


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Innovation

Knowledge

Information

CompetitiveAdvantage


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. . . the function that links anorganization to its market throughthe gathering of information that

improves marketing decision-making.


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Managers often make decisions that requireadditional information. Marketing research is

needed to obtain, analyze and interpretinformation for management. This challenge

has increased in recent years due to anexplosion in data.

Why Marketing Research?


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Relationship Marketing

Knowledge of the market

Developing long-term relationshipswith customers.Components of success . . .

Effective training programs

Employee empowerment & teamwork


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Buying and service history

Examples: Customer and Market Knowledge

Demographics and Psychographics

Preferences

Complaints

All other communications company has withcustomer.

Customer Relationship

Management (CRM)


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Market-planning framework . . .

Broad DecisionsWhich new markets to penetrate?

Which products to introduce?

Which new business opportunities to pursue?

Narrow DecisionsAdvertising effectiveness

Product positioning

Sales tracking & performance monitoring

Anticipating & initiating changes in marketingpractices

Need accurate information to make theright decisions

Marketing Planning & Decision Making


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Marketing Decision Making andRelated Marketing Research Tasks


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Locate and identify new

market opportunities

Identify groups of

customers

Identify existing/potential

competitors strengths

and weaknesses

Situation Analysis


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Marketing Situation Analysis


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Marketing Situation Analysis

Product quality/performance

Shipping & location

Competitive Analysis

Importance/Performance

Pricing, etc.

Content Analysis

Market Analysis

Indepth Interviews

Formal rating and trackingapproaches

Segmentation


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Effectiveness of current marketingprograms

New product opportunities

Target Marketing Analysis

Demographics, attitudinal or behavioralcharacteristics

User profiles, usage patterns, andattitudes


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Target Market Characteristics and

Associated Variables Measured in

Target Market Analysis


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Marketing Strategy Design

Positioning . . .

Concept testing

Product testing Test marketing


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Product Portfolio Analysis

Customer satisfaction studies

Attitudes

Intentions

Service quality studies

Mystery shopper studies

Atmosphere Customer service

Customer appreciation

Marketing Program Development


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Distribution Decisions

Cycle time research

Retailing research Logistic assessment

Total cost analysis

Service sensitivity analysis



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Information Collection Process

through Retail Optical Scanning

Techniques


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Pricing decisions

Demand analysis

Sales forecasting

Integrated marketing communications

Advertising effectiveness

Attitudinal research

Personal selling

Sales tracking

Marketing ProgramDevelopment


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Pricing Decisions

Potential demand

Price sensitivityOther factors

Demand Analysis

Sales forecastingQualitative

Quantitative.



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Integrated MarketingCommunications

Promotional Decisions

Acquire information about theeffectiveness of promotionalprograms

Use the appropriate methodology

Estimate adequate sample sizes

Develop proper scaling techniques



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Advertising Effectiveness

Qualitative, quantitative or both

Measure a particular ads ability

To generate awareness of theproduct

To communicate product benefitsTo create a favorable predisposition

for the product



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Attitudinal Research

Cognitive approach

Affect approach Behavioral approach

Personal Selling

Measurable objectives

Non-measurable objectives

Sales Tracking



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Computerized Sales Tracking

Form Illustrating Key Sales

Tracking Variables


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Marketing Programand Implementation Control

Product

Analysis

Environmental

Forecasting

Technology


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Marketing ResearchFirms

Types

Internal

External

Standardized

Customized

Facilitatingad agencies,field services, consultants


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Changing Skills for aChanging Industry

Understand and interpretsecondary data

Researcher Skills

Making presentations

Foreign languagecompetency

Interpersonal

Statistical

Fundamental Skills

Communication

Computer proficiencyNegotiation

Computer proficiency


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Examples Unethical Activities

Soliciting bids with nointention of hiring

Research User

Using information from theproposals yourself

Promising researchcompany a long-term

relationship or additionalprojects to get a low price

Respondent abuse

Not providing incentive

Research Company

Pricing practices

Selling unnecessaryservices


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Unethical Behavior

Respondents

ProvidingDishonestAnswers

FakingBehavior


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Code of Ethics of the American

Marketing Association


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Emerging Trendsin Marketing Research

Postpurchasebehavior

Purchase

Evaluationof alternatives

Technology-related

data management

More secondary data

FiveMajor

Trends

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