7-1

7-2

Market Research and Market Information

Chapter 7Chapter 7Chapter 7Chapter 7

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7-3

Chapter GoalsChapter GoalsChapter GoalsChapter Goals

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• 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

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Uses of Marketing ResearchUses of Marketing Research

MarketingMix

MarketingMix

MarketsMarket Segments

MarketsMarket Segments

ExpectationsSatisfaction

ExpectationsSatisfaction

CompetitionCompetition

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Marketing ResearchMarketing Research

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.

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Scope of Marketing ResearchScope of Marketing ResearchActivities Activities

MarketingResearchActivities

MarketingResearchActivities

MarketingInformation

System

MarketingInformation

System

Decision SupportSystem

Decision SupportSystem

SyndicatedServices

SyndicatedServices

MarketingResearchProject

MarketingResearchProject

7-7

Marketing Information SystemsMarketing Information Systems

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.

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Marketing Information SystemsMarketing Information Systems

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Decision Support SystemsDecision Support Systems

Computer-based

AllowsInteraction with Data

Uses various methods of analysis Integrate, analyze

interpret information

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Decision Support SystemsDecision Support Systems

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DataData

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

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Marketing Research ProjectsMarketing Research Projects

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Marketing Research ProcedureMarketing Research Procedure

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Sources of InformationSources of Information

PRIMARYDATA

PRIMARYDATA ObservationObservation

ExperimentalExperimental

SurveySurvey

TestMarketTest

Market

CookiesCookies

MailMail

TelephoneTelephoneFace to

Face

Face to

Face

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Sources of InformationSources of Information

SECONDARYDATA

SECONDARYDATA

Inside the companyInside the company

Outside the companyOutside the company

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SurveySurvey

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

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Competitive IntelligenceCompetitive Intelligence

Process of gathering

and analyzingpublic information about competitors

Process of gathering

and analyzingpublic information about competitors

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Ethical IssuesEthical Issues

PrivacyPrivacy

DataDataUseUse

PrivacyPrivacy

DataDataUseUse

PrivacyPrivacy

DataDataCollectionCollection

PrivacyPrivacy

DataDataCollectionCollection

IntrusivenessIntrusivenessIntrusivenessIntrusivenessDeceptiveDeceptive

ImplementationImplementationDeceptiveDeceptive

ImplementationImplementation

FalseFalseRepresentationRepresentation

FalseFalseRepresentationRepresentation

Market Market ResearchResearchMarket Market

ResearchResearch

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Status of Market ResearchStatus of Market Research

Little investmentin market

opportunityresearch

Little investmentin market

opportunityresearch

Significant advances

inmethods

Significant advances

inmethods

ButBut

Projectorientation

Projectorientation

ConflictingobjectivesConflictingobjectives

Predictingbehavior is inexact

Predictingbehavior is inexact

7-20

Key Terms and ConceptsKey Terms and ConceptsKey Terms and ConceptsKey Terms and Concepts

McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

• 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

7-21

Key Terms and ConceptsKey Terms and ConceptsKey Terms and ConceptsKey Terms and Concepts

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• Focus group

• Telephone survey

• Mail survey

• Internet surveys

• Experiment

• Test marketing

• Competitive intelligence