7 Marketing Research

8/3/2019 7 Marketing Research

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MarketingMarketing

researchresearch


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Previewing concepts (1)

Explain the importance of information

to the company and its understanding

of the marketplace

Define the marketing information system anddiscuss its parts

Outline the steps in the marketing research

process


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Previewing concepts (2)

Explain how companies analyse and

distribute marketing information

Discuss the special issues some marketing

researchers face, including public policy andethics issues


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What is a

marketing information system?

A marketing information system

(MIS) includes the people, equipment,

and procedures to gather, sort,analyse, evaluate, and distribute

needed, timely, and accurate

information to marketing decision

makers.


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Figure 7.1

The marketing information system


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Developing marketing information

Internal data

Marketing intelligence

Marketing research


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Developing marketing information

Marketing Birmingham


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Sources of

competitive intelligence

Executives

Engineers

Scientists

Purchasing agents

Sales force

Suppliers

Resellers

Customers

Published information

Competitors


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What is marketing research?

Marketing research is the systematic

design, collection, analysis and

reporting of data relevant to a specificmarketing situation facing an

organisation.


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Figure 7.2

The marketing research process

Defining the problem and

research objectives

Developing the researchplan for collecting information

Implementing the

research plan

Interpreting and reporting

the findings


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Research Objectives

Exploratory research seeks to gather

preliminary information that will help

define the problem and suggest

hypotheses Descriptive research describes thing like market

potential or consumer attitudes

Causal research seeks to test hypotheses aboutcause-and-effect relationships


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Information Needs

Information collected specifically

for the purpose at hand is called

primary data

Information collected already for some

other purpose is known as secondary data


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Evaluating secondary data

How relevant is the data to the

project at hand?

How accurate is the data? How current is the data?

Were the data collected by an impartial

party?


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Decisions associated with

primary data collection

Research approach

Contact method

Sampling plan

Research instruments


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Primary data collection:

research approaches

Observational

Survey

Experiment


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What is ethnographic research?

Ethnographic research is a form of

observational research that involves

sending trained observers to watch andinteract with consumers in their natural

habitat.


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What is survey research?

Survey research is the gathering of

primary data by asking people

questions about their knowledge,attitudes, preferences, and buying

behaviour.


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What is experimental research?

Experimental research is the

gathering of primary data by select

matched groups of subjects, givingthem different treatments, controlling

related factors and checking for

differences in group responses.


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contact methods

Mail

Telephone

Personal

Online


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Personal interviewing

Focus group interviewing utilises a

small sample of typical consumers under

the direction of a group leader who elicits

their reaction to a stimulus such as an ad orproduct concept

Individual interviewing involves talking with

people in their homes or offices on the street or

in shopping centres


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sampling plan

Sampling unit

Sample size

Sampling procedure


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Designing a sample

Who is to be surveyed?

How many people should be

surveyed?

How should the people in the sample

be chosen?


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Designing questionnaires

Should questions be closed-ended

or open-ended?

How should questions be worded?

How should the questions be ordered?


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Designing questionnaires

Marketing Birmingham


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Mechanical instruments

Eye cameras

People meters

Checkout scanners


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Analysing marketing information

Data may be analysed using advanced

statistical methods and the development

of econometric models


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Marketing research for small

business and non-profit organisations

Research can be based on simple

observation

S

mall scale surveys can be conducted usingconvenience samples

Managers can conduct simple experiments

Secondary information is easily available


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Issues facing

international marketing research

Diverse markets in different countries

Difficulty finding good secondary data

Difficulty recruiting good samples

Communication modes (telephone, internet)may not be widespread

Language is an obstacle

Attitudes toward marketing research vary

Illiteracy rates may limit participation


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Public policy and ethics

Intrusions on consumer privacy

Misuse of research findings


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Discussing the concepts (1)

Determine how the activities in Figure 7.1would apply to Reebok developing the

information it needs to market a new

running shoe.

List three different sources of internal data useful

for a mobile phone company. How could the data

be useful for creating mobile phone services that

provide greater customer value and satisfaction?


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Discussing the concepts (2)

Outline the strengths and weaknesses ofmarketing research conducted online.

How does your college use an intranet to

help its students access data?

List three ways, using limited resources, in which

a director of fundraising for a small non-profit

organisation could gather information about

primary donor groups.

7 Marketing Research

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