Bmgt 205 chapter_10
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Transcript of Bmgt 205 chapter_10
BMGT 205: Principles of Marketing
Chapter 10: Marketing Research
Marketing Research
http://demographics.coopercenter.
org/DotMap/index.html
The Marketing Research Process
Defining the objectives and research needs
Designing the research
Data collection process
Analyzing data and developing insights
Action plan and implementation
Step 1: Defining Objectives and Research Needs
What information is needed to answer specific research
questions?
How should that information be obtained?
Step 2: Designing the Research
Type of data Type of research
Step 3: Data Collection Process
Secondary data Primary data
Step 4: Analyzing Data and Developing Insights
Converting data into information to explain, predict and/or evaluate a particular situation.
Data Visualization Examples
Data Visualization Examples
Data Visualization Examples
Step 5: Action Plan and Implementation
Executive Summary
Body
Conclusions
Limitations
Supplements including tables, figures, appendices
CHECK YOURSELF
1. What are the steps in the marketing research process? 2. What is the difference between data and information?
External Secondary Data: Free
External Secondary Data: Cost
Syndicated Data
Scanner ResearchPanel Research
Internal Secondary Data
Data Warehouse
Data Mining
CHECK YOURSELF
1. What is the difference between internal and external secondary research?
Qualitative versus QuantitativeData Collection Techniques
Data collection research
Qualitative research
Observation In-Depth interviews
Focus groupsSocial media
Quantitative research
Experiments Survey
ScannerPanel
CHECK YOURSELF
1. What are the types of qualitative research?
1. What are the types of quantitative research?
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
❑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
Key Terms
• Data are raw numbers or other factual information that, on their own, have limited value to marketers.
• Experimental research is a type of quantitative research that systematically manipulates one or more variables to determine which variables have a causal effect on another variable.
• Marketing research consists of a set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data that can aid decision makers involved in marketing goods, services, or ideas.
Key Terms
• Panel research is a type of quantitative research that involves collecting information from a group of consumers (the panel) over time.
• Scanner research is a type of quantitative research that uses data obtained from scanner readings of UPC codes at check-out counters.
• A survey is a systematic means of collecting information from people that generally uses a questionnaire.
• Syndicated data are data available for a fee from commercial research firms such as Information Resources Inc. (IRI), National Purchase Diary Panel, and ACNielsen.