ppt chapter 10

Principles of MarketingMKT3010

Chapter 10Marketing Research

Patricia Knowles, Ph.D.

Associate ProfessorClemson University

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Segmentation, Targeting, and Positioning These are the learning objectives guiding the chapter and will be explored in more detail in the following slides.

Identify the five steps in the marketing research process.Describe the various secondary data sources.Describe the various primary data collection techniques.Summarize the differences between secondary data and primary data.Examine the circumstances under which collecting information on consumers is ethical.

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The Marketing Research ProcessAnswers to some research questions are readily accessible, as a simple data search would show.


Defining the objectives and research needs

Designing the research

Data collection process

Analyzing data and developing insights

Action plan and implementation

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Step 1: Defining Objectives and Research Needs


To determine whether to conduct research, two questions must be addressed: What? How?

What information is

needed to answer specific

research questions?

How should that

information be obtained?

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Step 2: Designing the Research


In this step, researchers identify the type of data needed and determine the type of research necessary to collect it.

Type of data

Type of research

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Step 3: Data Collection Process


After answering why and how, researchers must determine where they can find the data.

Secondary data Primary data

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Step 4: Analyzing Data and Developing Insights


The problem today is not too little data but, in many instances, too much. Firms are drowning in data, and their challenge is to convert that data into information.

Converting data into information to explain, predict and/or evaluate a particular situation.

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Step 5: Action Plan and Implementation


A typical marketing research report would start with a two page executive summary. This would highlight the objectives of the study, methodology and key insights. The body of the report would go through the objectives of the study, issues examined, methodology, analysis and results, insights and managerial implications. We would end with conclusions and any limitations or caveats. Many consultants today, provide an executive summary, power point presentation of the report, questionnaire and tabulated study results.

Executive Summary

Body

Conclusions

Limitations

Supplements including tables, figures, appendicesDigital Vision/Getty Images

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Check Yourself

1. What are the steps in the marketing research process?

2. What is the difference between data and information?

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External Secondary DataSecondary data are plentiful and free, whereas syndicated data generally are more detailed but can be very costly.

Syndicated Data

Scanner Research

Panel Research

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Internal Secondary Data


Every day, consumers provide wide-ranging data that get stored in increasingly large databases.

Data Warehouse

Data Mining

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Check Yourself


1. What is the difference between internal and external secondary research?

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Qualitative versus Quantitative Data Collection Techniques


Managers commonly use several exploratory research methods: observation, in-depth interviewing, focus group interviews, and projective techniques. If the firm is ready to move beyond preliminary insights, it likely is ready to engage in conclusive research, which provides the information needed to confirm those insights and which managers can use to pursue appropriate courses of action.

Datacollectionresearch

Qualitative research

Observation In-Depth interviews

Focus groups Social media

Quantitative research

Experiments Survey

Scanner Panel

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Check Yourself


1. What are the types of qualitative research?

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Advantages and Disadvantages of Secondary and Primary Data


A summary of the advantages and disadvantages of each type of research.

Type Examples Advantages Disadvantages

Secondary Research

Primary Research

Census data Sales invoices Internet information Books Journal articles Syndicated data

Saves time in collecting data because they are readily available

Free or inexpensive (except for syndicated data)

May not be precisely relevant to information needs

Information may not be timely Sources may not be original, and

therefore usefulness is an issue Methodologies for collecting data

may not be appropriate Data sources may be biased

Observed consumer behavior Focus group interviews Surveys Experiments

Specific to the immediate data needs and topic at hand Offers behavioral insights generally not available from secondary research

Costly Time consuming Requires more sophisticated training and experience to design study and collect data

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Check Yourself


1. What are the types of quantitative research?

2. What are the advantages and disadvantages of primary and secondary research?

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The Ethics of Using Customer Information


A strong ethical orientation must be an integral part of a firm’s marketing strategy and decision making. It is extremely important for marketers to adhere to ethical practices when conducting marketing research.

Strong ethical orientation Adhere to ethical practices

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Check Yourself


1. Under what circumstances is it ethical to use consumer information in marketing research?

2. What challenges do technological advances pose for the ethics of marketing research?

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Glossary


Data are raw numbers or other factual information that, on their own, have limited value to marketers.

Experimental research is a type of quantitative research that systematically manipulates one or more variables to determine which variables have a causal effect on another variable.

Marketing research consists of a set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data that can aid decision makers involved in marketing goods, services, or ideas.

Panel research is a type of quantitative research that involves collecting information from a group of consumers (the panel) over time.

Scanner research is a type of quantitative research that uses data obtained from scanner readings of UPC codes at check-out counters.

Survey is a systematic means of collecting information from people that generally uses a questionnaire.

Syndicated data are data available for a fee from commercial research firms such as Information Resources Inc. (IRI), National Purchase Diary Panel, and ACNielsen.