prin. of mktg - chapter 7

20
7-1 Market Research and Market Information

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Page 1: Prin. of Mktg - Chapter 7

7-1

Market Research and Market Information

Page 2: Prin. of Mktg - Chapter 7

7-2

Market research, the need and the forms Information systems increase the

usefulness of data Growing role of technology in marketing

research Conducting a market research project Gathering and using information about

competitors Ethics enters into the performance of

marketing research

Page 3: Prin. of Mktg - Chapter 7

7-3

MarketingMix

MarketingMix

MarketsMarket Segments

MarketsMarket Segments

ExpectationsSatisfaction

ExpectationsSatisfaction

CompetitionCompetition

Page 4: Prin. of Mktg - Chapter 7

7-4

The development, interpretation, and communication of decision-oriented information to be used in all phases

of the marketing process.

The development, interpretation, and communication of decision-oriented information to be used in all phases

of the marketing process.

Page 5: Prin. of Mktg - Chapter 7

7-5

MarketingResearchActivities

MarketingResearchActivities

MarketingInformationSystem

MarketingInformationSystem

Decision SupportSystem

Decision SupportSystem

SyndicatedServices

SyndicatedServices

MarketingResearchProject

MarketingResearchProject

Page 6: Prin. of Mktg - Chapter 7

7-6

On-going, organized procedureto generate, analyze, disseminate,

store, and retrieve information for use in making

marketing decisions.

On-going, organized procedureto generate, analyze, disseminate,

store, and retrieve information for use in making

marketing decisions.

Page 7: Prin. of Mktg - Chapter 7

7-7

Page 8: Prin. of Mktg - Chapter 7

7-8

Computer-based

AllowsInteraction with Data

Uses various methods of analysis Integrate, analyze

interpret information

Page 9: Prin. of Mktg - Chapter 7

7-9

Page 10: Prin. of Mktg - Chapter 7

7-10

Assembled data pertinent to a particular topic

Assembled data pertinent to a particular topic

Enormous collection of data from external or internal

sources compiled by a firm

Enormous collection of data from external or internal

sources compiled by a firm

Sophisticated techniques capable of identifying

patterns and relationships in masses of data

Sophisticated techniques capable of identifying

patterns and relationships in masses of data

DATABASE

DATAWAREHOUSE

DATAMINING

Page 11: Prin. of Mktg - Chapter 7

7-11

Page 12: Prin. of Mktg - Chapter 7

7-12

Page 13: Prin. of Mktg - Chapter 7

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PRIMARYDATA

PRIMARYDATA ObservationObservation

ExperimentalExperimental

SurveySurvey

TestMarketTest

Market

CookiesCookies

MailMail

TelephoneTelephoneFace to

Face

Face to

Face

Page 14: Prin. of Mktg - Chapter 7

7-14

SECONDARYDATA

SECONDARYDATA

Inside the companyInside the company

Outside the companyOutside the company

Page 15: Prin. of Mktg - Chapter 7

7-15

Representative Sample

Representative Sample

Data-gathering formData-gathering form

Random samplesConvenience samples

Random samplesConvenience samples

Question wordingQuestion wording

Response formatResponse format

Questionnaire layoutQuestionnaire layout

PretestingPretesting

Question wordingQuestion wording

Response formatResponse format

Questionnaire layoutQuestionnaire layout

PretestingPretesting

Page 16: Prin. of Mktg - Chapter 7

7-16

Process of gathering

and analyzingpublic information about competitors

Process of gathering

and analyzingpublic information about competitors

Page 17: Prin. of Mktg - Chapter 7

7-17

PrivacyPrivacy

DataDataUseUse

PrivacyPrivacy

DataDataUseUse

PrivacyPrivacy

DataDataCollectionCollection

PrivacyPrivacy

DataDataCollectionCollection

IntrusivenessIntrusivenessIntrusivenessIntrusivenessDeceptiveDeceptive

ImplementationImplementationDeceptiveDeceptive

ImplementationImplementation

FalseFalseRepresentationRepresentation

FalseFalseRepresentationRepresentation

Market Market ResearchResearchMarket Market

ResearchResearch

Page 18: Prin. of Mktg - Chapter 7

7-18

Little investmentin market

opportunityresearch

Little investmentin market

opportunityresearch

Significant advances

inmethods

Significant advances

inmethods

ButBut

Projectorientation

Projectorientation

ConflictingobjectivesConflictingobjectives

Predictingbehavior is inexact

Predictingbehavior is inexact

Page 19: Prin. of Mktg - Chapter 7

7-19

Marketing research

Marketing information system

Decision support system

Database Data warehouse Data mining Retail scanners Single-source data

Situational analysis Hypothesis Informal

investigation Primary data Secondary data Observation

method Cookies Survey Face-to-face

interviews

Page 20: Prin. of Mktg - Chapter 7

7-20

Focus group Telephone survey Mail survey Internet surveys Experiment Test marketing Competitive

intelligence