copyright 2000 prentice hall5-1 chapter 5 marketing information and research: analyzing the business...
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Copyright 2000 Prentice Hall5-1
Chapter 5
Marketing Information and Research:
Analyzing the Business Environment
Copyright 2000 Prentice Hall5-2
Marketing Research
The process of collecting, analyzing, and interpreting data about customers, competitors, and the business environment, in order to improve marketing effectiveness.
Copyright 2000 Prentice Hall5-3
Information Needed to Make Good Marketing Decisions
SpecificInformationSpecific
InformationOngoing
InformationOngoing
InformationMonitored
InformationMonitored
Information
•Daily or Weekly Information that
Measures Progress Toward Marketing Goals.
•Weekly Sales Data
Marketing Intelligence - Information
About a Firms’ External
Environment that Affects or
Creates Demand.
•Specific Information
Needs Such as:
•Brand’s Sales Performance
•Opportunities for New Products
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The Steps in Marketing Research
1. Defining the Problem1. Defining the Problem
2. Determining the Research Technique2. Determining the Research Technique
3. Gathering Data 3. Gathering Data
5. Implementing the Results5. Implementing the Results
4. Ensuring the Quality of the Data 4. Ensuring the Quality of the Data
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Marketing Research ProcessStep 1. Defining the Problem
Defining the Problem Has Three Components:Specifying Research ObjectivesSpecifying Research Objectives
Identifying the Consumer Population of Interest
Identifying the Consumer Population of Interest
Placing the Problem in an Environmental Context
Placing the Problem in an Environmental Context
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Marketing Research ProcessStep 2. Determining the Research
TechniqueThe Research Design Specifies What Information Will be Collected and What Type of Study Will be Done.
ExploratoryExploratoryResearchResearch
ExploratoryExploratoryResearchResearch
Descriptive Descriptive ResearchResearch
Descriptive Descriptive ResearchResearch
CausalCausalResearchResearchCausalCausal
ResearchResearch
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Research TechniqueExploratory Research
Focus GroupsFocus Groups
ProjectiveTechniques
ProjectiveTechniques
Consumer InterviewsConsumer Interviews
EthnographiesEthnographies
Case StudiesCase Studies
Qualitative Technique Used to Generate Insights for Future, More Rigorous Studies
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Research TechniqueDescriptive Research
Quantitative Technique that Probes More Systematically and With More Respondents.Quantitative Technique that Probes More
Systematically and With More Respondents.
SurveysMail, Telephone, Face-to-Face, Online
SurveysMail, Telephone, Face-to-Face, Online
Cross-Sectional Design -
“One ShotStudies”
LongitudinalDesign -
Same Sample
Over Time
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Research TechniqueDescriptive Research
PersonalObservation
PersonalObservation
UnobtrusiveMeasures
UnobtrusiveMeasures
MechanicalObservation
MechanicalObservation
Passive Instruments-Behavior is Recorded
Passive Instruments-Behavior is Recorded
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Research TechniqueCausal Research
Techniques That Attempt to Understand
Cause-and-Effect Relationships.
Techniques That Attempt to Understand
Cause-and-Effect Relationships.
Field StudiesTest in the
“Real World”
Field StudiesTest in the
“Real World”
ExperimentsTest in a Controlled
Environment
ExperimentsTest in a Controlled
Environment
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Marketing Research ProcessStep 3. Gathering Data
Secondary InformationSecondary Information Primary InformationPrimary Information
Determining the Specific Information NeedsDetermining the Specific Information Needs
Information collected for the specific purposes
of the study.
Information collected for the specific purposes
of the study.
Information that has been collected
by other organizations.
Information that has been collected
by other organizations.
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Gathering Data in Foreign Countries
Conducting market research globally can be difficult because:– Market conditions may vary widely,
» Lack of phones» Low literacy rates
– Local customs,– Cultural differences,– Language differences which may be
overcome through back-translation.
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Single-Source Data Information that is integrated from multiple
sources to monitor the impact of marketing communications on a particular customer group over time.
Multiple sources such as: – in-store coupon redemption,
– sales data from checkout scanners,
– household data,
Up to 90% of apparel, electronics, and grocery purchases in the U.S. are scanned.
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Data MiningData Mining is Sophisticated Analysis Techniques Used by Firms to Take Advantage of the Massive Amount of
Transaction Information Now Available.
Customer AcquisitionCustomer Acquisition
Market Basket AnalysisMarket Basket Analysis
Customer RetentionCustomer Retention
Customer AbandonmentCustomer Abandonment
Applications for Marketers:
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Market Research Process Ensuring the Quality of the
Research
RepresentativenessRepresentativeness
ValidityValidity
Did Research Measure Whatit Was Intended to Measure? Did Research Measure Whatit Was Intended to Measure?
ReliabilityReliability
Are the Research Techniques Free of Errors?
Are the Research Techniques Free of Errors?
Is the Group Measured Similar to the Population?
Is the Group Measured Similar to the Population?
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Sampling
Random SamplingRandom Sampling
QuotaSampling
QuotaSampling
ConvenienceSampling
ConvenienceSampling
Sampling is the Process of Selecting Respondents Who Statistically Represent a Larger Population of Interest.
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Market Research PlanStep 4. Implementing the Research
Results Marketers must analyze and report the research
to help solve problems and to plan. The report should answer the following
questions:– What was the problem being studied?– What were the limitations?– What are the important findings?– What are the recommendations for action based
on the results?
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Integrating Feedback into Long-Term Planning
A Marketing Information System continuously gathers, sorts, analyzes, and distributes relevant and timely marketing information to its managers.
This marketing information includes:– internal data such as sales records,
customer lists, inventories, costs, and– external data on competition and
demographic, cultural and social trends.
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Predicting the Future
Futurists specialize in predicting the future and anticipating marketplace conditions.
They try to imagine different scenarios, or possible situations, and assign a level of probability to each.
Marketers try to predict consumers’ preferences for a variety of products.
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Chapter Summary
Describe the marketing research process. Understand the differences among
exploratory, problem-solving, and causal research, and describe the variety of research techniques available to marketers.
Understand the issues involved in making sense of the research results.
Discuss how marketers implement research results.