Chapter 9 1

MKTG

Marketing Research9CHAPTER

Chapter 9 2

The Role of Marketing Research

LO2

MarketingResearch

MarketingResearch

The process of planning, collecting, and analyzing data relevant to a marketing decision.

Chapter 9 3

Marketing Research Types

LO2

Diagnostic(Exploratory)

Predictive(Causal)

Descriptive Gathering and presenting

factual statements

Explaining data

“What if?”

Chapter 9 4

The Marketing Research Process

LO3

CollectData

CollectData

SpecifySamplingProcedure

SpecifySamplingProcedure

Plan Design/Primary DataPlan Design/Primary Data

DefineProblemDefine

Problem

AnalyzeData

AnalyzeData

Prepare/PresentReport

Prepare/PresentReport

Follow UpFollow Up

1

23

4

5

6

7

Chapter 9 5

Marketing ResearchLO3

Marketing Research Problem

Marketing Research Problem

MarketingResearch Objective

MarketingResearch Objective

Management Decision Problem

Management Decision Problem

Determining what information is needed and how that information can be

obtained efficiently and effectively.

Determining what information is needed and how that information can be

obtained efficiently and effectively.

The specific information needed to solve a marketing research problem; the objective should provide insightful

decision-making information.

The specific information needed to solve a marketing research problem; the objective should provide insightful

decision-making information.

A broad-based problem that requires marketing research in order for managers to take proper actions.

A broad-based problem that requires marketing research in order for managers to take proper actions.

Chapter 9 6

Secondary DataLO3

Data previously collected

for any purpose other

than the one at hand.

Secondary Data

Secondary Data

Sources:

Internal vs. External

Chapter 9 7

Advantages of Secondary DataLO3

Saves time and money if on target

Aids in determining direction for primary data collection

Pinpoints the kinds of people to approach

Serves as a basis of comparison for other data

Chapter 9 8

Disadvantages of Secondary DataLO3

May not give adequate detailed information

May not be on target with the research problem

Quality and accuracy of data may pose a problem

Chapter 9 9

Primary DataLO3

Primary Data

Primary Data

Information collected for the

first time. Can be used for

solving the particular problem

under investigation.

Chapter 9 10

Advantages of Primary DataLO3

Answers a specific research question

Data are current Source of data is

known Secrecy can be

maintained

Chapter 9 11

Disadvantages of Primary DataLO3

Expensive “Piggybacking”

may confuse respondents

Quality declines if interviews are lengthy

Reluctance to participate in lengthy interviews

Disadvantages are usually offset by the advantages of primary data.

Chapter 9 12

Planning the Research DesignLO3

Which research questions

must be answered?

How and whenwill data be gathered?

How willthe data

be analyzed?

?

Chapter 9 13

Forms of Survey ResearchLO3

Focus GroupsFocus Groups

Executive InterviewsExecutive Interviews

Mail SurveysMail Surveys

Telephone InterviewsTelephone Interviews

Mall Intercept InterviewsMall Intercept Interviews

In-Home InterviewsIn-Home Interviews

Internet SurveysInternet Surveys

Chapter 9 14

LO4 Focus Groups

Used to collect diagnostic info.

Uses small groups

Uses open-ended questions

Often lasts 1 – 2 hours

Often videotaped

Listening for responses as well as watching reactions and body language

Advantages Speed Cost-effectiveness Broad geographic scope Accessibility Honesty

Chapter 9 15

Observational ResearchLO3

SituationPeople

watching people

People watching

phenomena

Machines watching people

Machines watching

phenomena

ExampleMystery

shoppers in a supermarket

Observer

at an intersection

counting traffic

Video cameras recording behavior

Traffic-counting machine

monitoring traffic flow

Online

http://www.bmiltd.com

Chapter 9 16

What is Sampling?LO3

SampleSample

UniverseUniverse

A subset from a large population.A subset from a large population.

The population from which a sample will be drawn.

The population from which a sample will be drawn.

Chapter 9 17

Types of SamplesLO3

Probability Samples

Probability Samples

Simple Random Sample

Simple Random Sample

Stratified Sample

Stratified Sample

Cluster Sample

Cluster Sample

SystematicSample

SystematicSample

Non-Probability Samples

Non-Probability Samples

Convenience Sample

Convenience Sample

JudgmentSample

JudgmentSample

Quota SampleQuota Sample

SnowballSample

SnowballSample

Chapter 9 18

Marketing Decision Support SystemsLO1