MARKETING RESEARCH – COLLECTING DATAMarketing 360Brian Gillespie

Marketing Information Systems Determines what information marketing

managers need, then gathers, sorts, analyzes, stores, and distributes information to system users

Internal Company Data

Information generated from within the company Sales Who buys what, when and where Backorders Effects of marketing efforts Product returns

Marketing Intelligence

Method of gathering information about the marketing environment Newspapers Internet Trade publications Secret shoppers Futurists

Marketers that try to predict marketing trends through contemplating different scenarios

Marketing Research

Collecting, analyzing and interpreting info about customers, competitors and business environment to improve marketing effectiveness

Syndicated research Collected by a different firm firm then sells information to other businesses

Custom research Research conducted for a single firm to provide

specific information managers need

Acquired Databases

Marketing Information generated by other firms or the government

Misuse has led to government restrictions Do not call list Opt-in and opt-out statements on websites

Data Mining Sophisticated analysis techniques that take advantage

of large amount of customer transaction information, and discover patterns for different customer groups

Marketing Decision Support System Data plus analysis and interactive

software allow marketing managers to access MIS data and conduct analyses

MIS vs. MDSS

MIS What were our sales last month?

MDSS Is increase in sales due to our new

advertising campaign or an increase in sales across the industry?

Marketing Research Process

Step 1: define the research problem Step 2: determine the research design Step 3: chose the method to collect

primary data Step 4: design the sample Step 5: collect the data Step 6: analyze and interpret the data Step 7: prepare the research report

Define the Research Problem Specify the research objectives

What questions will the research try to answer?

Identify the consumer population of interest What are the characteristics of the consumer groups

of interest?

Place the problem in an environmental context What factors in the firm’s internal and external

business environment might influence the situation?

Determine the Research Design What information will you collect?

What type of research design will you use? Primary data

Data collected specifically for this research Secondary data

Data collected for a different research purpose but applicable to the current research questions

Primary and Secondary Data

Three Types of Primary Research Exploratory (qualitative) research

Interviews Focus groups

Descriptive (quantitative) research Cross-sectional

Single point in time Longitudinal

Repeated measures Causal research

Cause-and-effect

Choose the Method to Collect Primary Data For a list of advantages and

disadvantages, see chapter 3, table 3 in the book.

Mail questionnaires Telephone interviews Face-to-Face interviews On-line questionnaires Laboratory experiments Observational