Post on 13-Dec-2015
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L E A R N I N G O B J E C T I V E S
Identify the five steps in the marketing research process.
Describe the various secondary data sources.
Describe the various primary data collection techniques.
Summarize the differences between secondary data and primary data.
Examine the circumstances under which collecting information on consumers is ethical.
Marketing Research
LO1
LO2
LO3
LO4
LO5
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The Marketing Research Process
Defining the objectives and research needs
Designing the research
Collecting the data
Analyzing data and
developing insights
Developing and implementing an
action plan
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Step 1: Defining Objectives and Research Needs
What information is
needed to answer specific
research questions?
How should that
information be obtained?
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Converting data into information to explain, predict and/or evaluate a particular situation.
Step 4: Analyzing Data and Developing Insights
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Step 5: Developing and Implementing an Action Plan
Executive Summary
Body
Conclusions
Limitations
Supplements including tables, figures, appendices
Digital Vision/Getty Images
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CHECK YOURSELF
1. What are the steps in the marketing research process?
2. What is the difference between data and information?
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Qualitative versus QuantitativeData Collection Techniques
Datacollectionresearch
Qualitative research
Observation In-Depth interviews
Focus groups Social media
Quantitative research
Experiments Survey
Scanner Panel
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Advantages and Disadvantages of Secondary and Primary Data
Type Examples Advantages Disadvantages
Secondary Research
Primary Research
Census data Sales invoices Internet information Books Journal articles Syndicated data
Saves time in collecting data because they are readily available
Free or inexpensive (except for syndicated data)
May not be precisely relevant to information needs
Information may not be timely Sources may not be original,
and therefore usefulness is an issue
Methodologies for collecting data may not be appropriate
Data sources may be biased
Observed consumer behavior Focus group interviews Surveys Experiments
Specific to the immediate data needs and topic at hand Offers behavioral insights generally not available from secondary research
Costly Time consuming Requires more sophisticated training and experience to
design study and collect data
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CHECK YOURSELF
1. What are the types of quantitative research?
2. What are the advantages and disadvantages of primary and secondary research?
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The Ethics of Using Customer Information
Strong ethical orientation
Adhere to ethical practices