mktg research ppt

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Chapter 8

Marketing Research and Information

Copyright © 2001 by McGraw-Hill Ryerson Limited

SommersSommers BarnesBarnesNinth Canadian EditionNinth Canadian Edition

Presentation byPresentation by

Karen A. BlotnickyKaren A. Blotnicky

Mount Saint Vincent University, Halifax, NSMount Saint Vincent University, Halifax, NS



Copyright © 2001 McGraw-Hill Ryerson Limited8 - 2

Chapter Goals

To gain an understanding of:What marketing research is and how it

plays a role in decision making

The systems that have been developed toincrease the usefulness of data

How to conduct a marketing researchproject

What kinds of organizations use marketingresearch

Recent changes in how marketing researchis conducted by Canadian firms




Marketing Research

Is the development, interpretation andcommunication of decision-orientedinformation to be used in all phases of

the strategic marketing process Research plays a role in marketing

planning, implementation, andevaluation.

Researchers become active in thedecision process by making informationuseful to managers.




Influencers of

Marketing ResearchCompetitive pressure

Expanding markets

The cost of mistakes

Growing customer expectations

Increased market complexity




Marketing Research

Includes:Syndicated research services

Marketing information systems

Decision support systems

Non-recurring research projects




Marketing Information

Systems a MkISMkIS is generally computer-based and

involves the production, analysis, storage,dissemination, and retrieval of

information to support marketing decisionmaking

it generates reports and studies as needed

it analyzes data using mathematical

models that simulate the ´real worldµ it integrates old and new data to update

information and to identify trends




MkIS

Systems and Procedures

for Data:

Collection

Analyses

Storage

Retrieval

and

DisseminationMARKETING

MANAGER

Requests for

information

Regular and

customized reports

T he Marketing Information System

(MKIS)




Decision Support

Systems a more sophisticated version of the MkIS,allowing managers to interact with the data

the interactive capability of the DSSDSS permits

retrieval of data, examination ofrelationships, and preparation of customreports

the establishment of a DSS requires the use

of networked computer systems and theintegration of internal and external databases

DSS are costly to establish and operate




DSS

Personalcomputer

with

access to

databasesand

analytical

methods

MARKETINGMANAGER

Formulates question

Generates response

Acts or formulates new question

Acts or formulates new question

Generates response

Generates response

A DECISION SUPPORT SYST E M ( DSS)

Copyright © 2000 McGraw-Hill Ryerson Limited.



Copyright © 2001 McGraw-Hill Ryerson Limited8 -10

Information in D

atabases marketing data are available from manysources and are stored in computer databases

data may be contributed from sources bothwithin and outside the firm, includingcustomer purchase records

customer loyalty programs contribute

valuable data on purchases made other valuable data are collected byautomated systems such as scanner-equipped checkouts




DatabaseDatabase - collection of informationfrom a variety of internal & externalcourses that is organized, stored, and

updated in a computer. Data WarehouseData Warehouse - an enormous

collection of internal and external datafrom millions of customers, suppliers,

etc. Data MiningData Mining - a technique to search,

inquire, and update Data Warehouses

Databases, Data Warehouses,

and D

ata Mining




Database Ex amples

Las Vegas casinos electronically monitor theslot machine usage of slot club members.

Samsonite uses information from product

registration cards (1.5 million per year) andincoming calls to its 800 number.

Kraft General Foods collects the names andpreferences of consumers who mail in

coupons. American Express can trace every purchasemade with its cards since 1991 to theindividual cardholders.




Typical Marketing Research

Projects concept test: evaluates new product oradvertising ideas

copy test: tests advertising content

price responsiveness studies: tests howcustomers will respond to various pricelevels

market-share analysis

segmentation studies customer satisfaction studies: monitor how

customers feel about products and service




Define the objective

Conduct situation analysis

Conduct informal investigation

Plan and conduct formal investigation

Analyze data and report results

Conduct follow-up

Further

study

needed?

End project and

report resultsNo

Yes

T he

Marketing Research

Project




Steps in the Market

Research Project

1. Define the objective³the goals sought by theresearcher.

2. Conduct a situation analysis³a background

investigation.3. Conduct an informal investigation³examinereadily available information.

4. Conduct a formal investigation³collectprimary and secondary data.

5. Analyze the data and prepare a report.

6. Conduct a follow-up³determine if and howthe research was used.




Determining an Hypothesis

A hypothesis is an ´́educated guessµeducated guessµabout the solution to a problem that isbeing investigated in marketing research

The hypothesis provides a researchproblem for the investigators which canbe tested scientifically

Examples: sales of grocery items willincrease when placed at end-of-aisledisplays




Selecting Sourcesof Information

the marketing decision maker mustdecide whether he or she needs tocollect primary data or secondary data

primary dataprimary data are collected specificallyfor the project while secondary datasecondary dataalready exist, having been collected foranother purpose

syndicated datasyndicated data are collected by aresearch supplier and may be sold to anumber of different clients




Research Design Is the process of creating, executing, analyzing and

reporting on a project Occurs in the formal investigation stage of the

research process

Prepare a form for collecting data. Consider question wording and response format Layout and sequence of questionnaire is

important Plan sample to ensure it is representative.

Collect the data. Analyze data and present a report on it Show what results tell you about research objectives. Follow up to see what use data served




Collecting Primary Data

many marketing research projects involveconducting a surveysurvey, by administering aquestionnaire to a samplesample of respondents

surveys produce quantitativequantitative data surveys may be conducted in person, by

telephone, in shopping centres, or by mail

qualitative researchqualitative research is growing inpopularity as a means of obtaining deeply-held opinions; includes focus groupsfocus groups anddepth interviewsdepth interviews




Primary DataCollection Methods SurveysSurveys

Personal interviews Telephone or mail surveys

Internet researchInternet research Qualitative ResearchQualitative Research In-depth personal interviews, focus

groups ObservationObservation

Personal or mechanical (scanners) ExperimentsExperiments

Laboratory Field (Test Marketing)




Data Collection

FormsQuestionnaires and other forms are used torecord responses and other data. Factors toconsider when designing a questionnaire:

the wording of questions must ensure thatthey are understandable and not leading

questions may be in a fixed-answer or open-ended format

the layout of the questionnaire affectsresponses

questionnaires are pretested to identifyproblems




A New Research Tool:

The Internet As a secondaryWeb site tool for findingonline magazines, search resources, institutes,government statistics (eg: www.Statcan.ca)

As a data collection tool:Online surveys

Online focus/discussion groups

Concerns:

Credibility of secondary data Bias in survey research

Lying in surveys and focus groups




Observation and Ex perimentation these are less widely-used research

methods

observationobservation involves collecting data

usually without the knowledge of thesubject; may include watching consumersas they shop or collecting dataelectronically

experimentationexperimentation involves themanipulation of one of more variables soas to observe the effect; examples includethe use of testtest marketsmarkets and of simulations




Planning the Sample

in survey research, it is advisable to select asample that is as representativerepresentative as possible

sample selection often contributes to biasbias

ideally, we would like to have a randomrandomsample, but this is usually not possible

most marketing surveys use convenienceconveniencesamples

sample size must be large enough torepresent the population and to allow theclient to have confidence in the results




Who Does Marketing

Research? may be done inside or outside a company

some large firms have small marketingresearch departments which supervise the

work of outside consultants there are many research consultants and

full-service supplies across the country

more and more companies are realizingthe importance of research to provide theinformation needed for decision making




Competitive Intelligence Pieces together information from a variety of

sources to obtain an overall picture of themarketing strategies of competing firms

Information is from legal and publicly accessible

sources, including the Internet Concerns involve privacy and ethical use of

information

Bill C-6: Personal Information Protection andElectronicsDocument Act comes into effect inCanada in January, 2001

Requires individuals· consent for information tobe used for any purpose other than that forwhich it was originally intended




T he Status of the Marketing

Research Industry Major growth area due to improvedcomputer equipment and software tocollect and analyze data (scanners, data

analysis). Database development is critical to sortthrough all the information.

Results of research not always

communicated well to executives. Many executives not convinced of the

value of systematic, continuing marketresearch.

mktg research ppt

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