Unit 9Marketing Information Management

Unit 9Marketing Information Management

Chapter 28 Marketing ResearchChapter 29

Conducting Marketing Research

Chapter 28

Marketing Research Chapter 28

Marketing Research

• Section 28.1 Marketing Information Systems

• Section 28.2 Types, Trends, and Limitations of Marketing Research

• Section 28.1 Marketing Information Systems

• Section 28.2 Types, Trends, and Limitations of Marketing Research

9.4.12.N.(3).1,

9.4.12.N.(3).2

9.4.12.N.(4).10

Marketing Information Systems

Objectives

Describe the purpose of marketing research

Explain the characteristics and purposes of a marketing information system

Identify the methods of conducting marketing research

Key Terms

marketing research

marketing information system

quantitative research

qualitative research

attitude research

market research

media research

product research

Marketing Essentials Chapter 28, Section 28.1

Defining Marketing Research

Marketing research involves the process and methods used to gather information, analyze it, and report findings related to marketing goods and services. Marketing research is most often used by companies to:

• Determine consumers’ attitudes and preferences

• Test product features

• Determine market size and growth potential

• Learn about competitive products

• Determine buying cycles

• Understand how the company is perceived by the public

marketing research

The process and methods used to gather information, analyze it, and report findings related to marketing goods and services.

Wkbk pg. 243

Why Is Marketing Research Important?

The information obtained from research helps businesses increase sales and profits. Research answers questions about:

•What products to produce

•At what price to sell them

•Who will buy the products

•How the products will be promoted

Research also helps solve marketing problems and gauge the potential of new ideas.

Marketing Essentials Chapter 28, Section 28.1

Marketing Information Systems

A marketing information system is a set of procedures and methods that regularly generates, stores, analyzes, and distributes information for use in making marketing and other business decisions.

marketing information system

A set of procedures and methods that regularly generates, stores, analyzes, and distributes information for use in making marketing and other business decisions.

Marketing Essentials Chapter 28, Section 28.1

Quantitative research answers questions that start with “how many” or “how much.” It gathers information from large numbers of people, often using surveys or questionnaires.

Qualitative research focuses on smaller numbers of people and focuses on trying to answer questions about “why” or “how.” This type of research relies heavily on in-depth interviews.

Most marketing research efforts combine both quantitative and qualitative methods.

quantitative research

A type of research that answers questions that start with “how many” or “how much.”

qualitative research

A type of research that focuses on smaller numbers of people (usually fewer than 100) and tries to answer “why” or “how” questions.

Types of Marketing Research

Marketing Essentials Chapter 28, Section 28.2

Videos

• http://www.youtube.com/watch?v=cVkrVaY_KjA

The qualities of a good qualitative researcher

http://www.youtube.com/watch?v=638W_s5tRq8

When should I use qualitative vs. quantitative research

(take notes from video)

Attitude research, also known as opinion research, is designed to obtain information on how people feel about certain products, services, companies, or ideas.

Customers are usually asked to rate “how satisfied” they are with a product or service they purchased or used. Consumer panels, also called focus groups, are groups of people who are questioned to provide information.

attitude research

A type of research designed to obtain information on how people feel about certain products, services, companies, or ideas; also known as opinion research.

Attitude Research

Wkbk. pg. 242

Market research is concerned with:

• The size and location of a market

• The competition

• The segmentation within the market for a particular product or service

Market research is needed before a product is introduced to the market and on a regular basis through a product’s life.

Market research

Information about the size and location of a market, the competition, and the segmentation within the market for a particular product or service.

Market Research

Marketing Essentials Chapter 28, Section 28.2

Product research centers on evaluating:

• Product design

• Package design

• Product usage

• Consumer acceptance of new and existing products

Product research is also conducted to collect information about competitive products. Concept testing, product positioning, and pricing studies are frequently done with focus groups to get initial consumer reactions to a product or service idea.

product research

The evaluation of product design, package design, product usage, and consumer acceptance of new and existing products.

Product Research

Media research

Focuses on issues of media selection and frequency. Measures the effectiveness of the advertising message and media placement.

Media research

Media research focuses on the issues of

• Media selection and frequency.

• It measures the effectiveness of the advertising message and media placement.

• Businesses often conduct research to determine which media or mix of media are most effective for getting an advertising message to a particular market.

Wkbk pg. 247

CHAPTER 28 REVIEW

1. What is market research and what is it’s purpose?

2. How does quantitative research differ from qualitative research?

3. What is attitude research?

4. What is market research?

5. Give an example of where product research would be used.

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