11

Marketing Marketing ResearchResearch

22

Marketing ResearchMarketing Research

The process of planning, The process of planning,

collecting, and analyzing data collecting, and analyzing data

relevant to a marketing relevant to a marketing

decision.decision.

33

DiagnosticDiagnostic

PredictivePredictive

DescriptiveDescriptive Gathering and presenting

factual statements

Explaining data

Attempting to estimate the results of a planned marketing decision

Roles of Marketing ResearchRoles of Marketing Research

44

Management Uses of Management Uses of Marketing ResearchMarketing Research

Improve the quality of decision makingImprove the quality of decision making

Trace problemsTrace problems

Focus on keeping existing Focus on keeping existing customerscustomers

Understand the ever-changing Understand the ever-changing marketplacemarketplace

55

Marketing Research Problem Marketing Research Problem

Determining what information is

needed and how that information can be obtained efficiently

and effectively

66

Secondary DataSecondary Data

Data previously collected for Data previously collected for

any purpose other any purpose other

than the one at hand.than the one at hand.

77

Sources of Secondary DataSources of Secondary Data

Government AgenciesGovernment Agencies

Trade and Industry AssociationsTrade and Industry Associations

Marketing Research FirmsMarketing Research Firms

Commercial PublicationsCommercial Publications

News MediaNews Media

Internal Corporate InformationInternal Corporate Information

88

Advantages of Secondary DataAdvantages of Secondary Data

Saves time and money if on targetSaves time and money if on target

Aids in determining direction for Aids in determining direction for primary data collectionprimary data collection

Serves as a basis of comparison Serves as a basis of comparison for other datafor other data

99

Disadvantages of Secondary Disadvantages of Secondary DataData

May not be on target with the research May not be on target with the research problemproblem

Quality and accuracy of data may pose a Quality and accuracy of data may pose a problemproblem

1010

The New Age of Secondary The New Age of Secondary Information: The InternetInformation: The Internet

wwwwwwSearch EnginesSearch Enginesand Directoriesand Directories

Sites of Interest toSites of Interest toMarketing Researchers Marketing Researchers (AMA, FTC, American (AMA, FTC, American Demographics, Demographics, etc.)etc.)

Discussion GroupsDiscussion Groups

Periodical, Newspaper, and Book DatabasesPeriodical, Newspaper, and Book Databases

1111

Research DesignResearch Design

Specifies which research Specifies which research

questions must be answered, questions must be answered,

how and when the data will be how and when the data will be

gathered, and how the data gathered, and how the data

will be analyzed.will be analyzed.

1212

Primary DataPrimary Data

Information collected for the Information collected for the

first time. Can be first time. Can be

used for solving the particular used for solving the particular

problem under problem under

investigation.investigation.

1313

Advantages of Primary DataAdvantages of Primary Data

Answers a specific research questionAnswers a specific research question

Data are currentData are current

Source of data is knownSource of data is known

Secrecy can be maintainedSecrecy can be maintained

1414

Disadvantages of Primary DataDisadvantages of Primary Data

ExpensiveExpensive

Quality declines if interviews / questionnaires Quality declines if interviews / questionnaires are lengthyare lengthy

Reluctance to participate in lengthy interviewsReluctance to participate in lengthy interviews

Disadvantages are usually offset by the

advantages of primary data!

Disadvantages are usually offset by the

advantages of primary data!

1515

Survey ResearchSurvey Research

The most popular technique for The most popular technique for

gathering primary data in which gathering primary data in which

a researcher interacts with a researcher interacts with

people to obtain facts, opinions, people to obtain facts, opinions,

and attitudes.and attitudes.

1616

Forms of Survey ResearchForms of Survey Research

Focus GroupsFocus Groups

Executive InterviewsExecutive Interviews

Mail SurveysMail Surveys

Telephone InterviewsTelephone Interviews

Mall Intercept InterviewsMall Intercept Interviews

In-Home InterviewsIn-Home Interviews

1717

Focus GroupFocus Group

Seven to ten people who Seven to ten people who

participate in a group participate in a group

discussion led by a discussion led by a

moderator.moderator.

1818

Advantages of Advantages of On-Line Focus GroupsOn-Line Focus Groups

SpeedSpeed

Cost-effectivenessCost-effectiveness

Broad geographic Broad geographic scopescope

AccessibilityAccessibility

HonestyHonesty

1919

Questionnaire DesignQuestionnaire Design

Open-EndedQuestion

Open-EndedQuestion

Closed-EndedQuestion

Closed-EndedQuestion

Scaled-Response Question

Scaled-Response Question

An interview question that encourages an answer phrased in

respondent’s own words.

An interview question that encourages an answer phrased in

respondent’s own words.

An interview question that asks the respondent to make a selection

from a limited list of responses.

An interview question that asks the respondent to make a selection

from a limited list of responses.

A closed-ended question designed to measure the intensity

of a respondent’s answer.

A closed-ended question designed to measure the intensity

of a respondent’s answer.

2020

Types of Questions inTypes of Questions inQuestionnaire DesignQuestionnaire Design

2121

Questionnaire DesignQuestionnaire Design

Qualities Qualities of of

Good Good QuestionnairesQuestionnaires

Qualities Qualities of of

Good Good QuestionnairesQuestionnaires

Clear and ConciseClear and Concise

No Ambiguous LanguageNo Ambiguous Language

UnbiasedUnbiased

Reasonable TerminologyReasonable Terminology

2222

Observation ResearchObservation Research

A research method that relies A research method that relies

on three types of observation:on three types of observation:people watching peoplepeople watching people

people watching an activitypeople watching an activity

machines watching peoplemachines watching people

2323

Observation ResearchObservation Research

Mystery ShoppersMystery Shoppers

One-Way MirrorsOne-Way Mirrors

Types ofTypes ofObservationObservation

ResearchResearch

Types ofTypes ofObservationObservation

ResearchResearchAuditsAudits

Machines Machines WatchingWatching

PeoplePeople

Machines Machines WatchingWatching

PeoplePeople

People People Watching Watching

PeoplePeople

People People Watching Watching

PeoplePeople

People People Watching Watching an Activityan Activity

People People Watching Watching an Activityan Activity

Traffic CountersTraffic Counters

Passive People MeterPassive People Meter

2424

Mystery ShoppersMystery Shoppers

Researchers posing as Researchers posing as

customers who gather customers who gather

observational data about observational data about

a store and collect data about a store and collect data about

customer-employee customer-employee

interactions.interactions.

2525

ExperimentExperiment

A method a researcher uses to gather A method a researcher uses to gather

primary data in which one or more primary data in which one or more

variables are altered to determine their variables are altered to determine their

affect on another variable. affect on another variable.

2626

Sampling ProcedureSampling Procedure

SampleSample

UniverseUniverse

A subset from a large population.A subset from a large population.

The population from which a sample will be drawn.

The population from which a sample will be drawn.

2727

Sampling ProcedureSampling Procedure

UniverseUniverse SampleSample

Probability Samples

Probability Samples

Non-Probability Samples

Non-Probability Samples

2828

Probability SamplesProbability Samples

ProbabilitySample

ProbabilitySample

A sample in which every element in the population has a known statistical likelihood of being

selected.

A sample in which every element in the population has a known statistical likelihood of being

selected.

Random Sample

Random Sample

A sample arranged so that every element of the population has an equal chance of being selected.

A sample arranged so that every element of the population has an equal chance of being selected.

2929

Nonprobability SamplesNonprobability Samples

NonprobabilitySample

NonprobabilitySample

Convenience Sample

Convenience Sample

Any sample in which little or no attempt is made to get a

representative cross-section of the population.

Any sample in which little or no attempt is made to get a

representative cross-section of the population.

A form of nonprobability sample using respondents who are

convenient or readily accessible to the researcher.

A form of nonprobability sample using respondents who are

convenient or readily accessible to the researcher.

3030

Types of ErrorsTypes of Errors

Measurement Error

Measurement Error

Sampling Error

Sampling Error

Frame Error

Frame Error

Random Error

Random Error

Error when there is a difference between the information desired and the

information provided by research

Error when there is a difference between the information desired and the

information provided by research

Error when a sample somehow does not represent the target population.

Error when a sample somehow does not represent the target population.

Error when a sample drawn from a population differs from the

target population.

Error when a sample drawn from a population differs from the

target population.

Error because the selected sample is an imperfect representation of

the overall population.

Error because the selected sample is an imperfect representation of

the overall population.

3131

Field Service FirmField Service Firm

A firm that specializes in A firm that specializes in

interviewing respondents on a interviewing respondents on a

subcontracted basis. subcontracted basis.

3232

Field Service FirmsField Service Firms

Focus group facilitiesFocus group facilities

Mall intercept locationsMall intercept locations

Test product storageTest product storage

Kitchen facilitiesKitchen facilities

Retail auditsRetail audits

Provide:Provide:

3333

Data AnalysisData Analysis

One-Way Frequency CountsOne-Way Frequency Counts Record responses to a questionRecord responses to a question

Cross-TabulationCross-Tabulation

3434

Cross-TabulationCross-Tabulation

A method of analyzing data A method of analyzing data

that lets the analyst look at that lets the analyst look at

the responses to one the responses to one

question in relation to the question in relation to the

responses to one or more responses to one or more

other questions. other questions.

3535

Preparing and Presenting Preparing and Presenting the Reportthe Report

Concise statement of the research Concise statement of the research objectivesobjectives

Explanation of research designExplanation of research design

Summary of major findingsSummary of major findings

Conclusion with recommendationsConclusion with recommendations

3636

Following UpFollowing Up

Were the recommendations followed?Were the recommendations followed?

Was sufficient decision-making information Was sufficient decision-making information included in the report?included in the report?

What could have been done to make What could have been done to make the report more useful to management?the report more useful to management?

3737

Impact of the InternetImpact of the Internet

Allows better and faster decision makingAllows better and faster decision making

Improves ability to respond quickly to Improves ability to respond quickly to customer needs and market shiftscustomer needs and market shifts

Makes follow-up studies and research Makes follow-up studies and research easiereasier

Slashes labor- and time-intensive research Slashes labor- and time-intensive research activitiesactivities

3838

Advantages of Internet SurveysAdvantages of Internet Surveys

Contact with the hard-to-reach

Contact with the hard-to-reach

Improved respondent participation

Improved respondent participation

Personalized questions and data

Personalized questions and data

Reduced costsReduced costs

Rapid development,Real-time reporting

Rapid development,Real-time reporting

3939

Internet SamplesInternet Samples

UnrestrictedInternet Sample

UnrestrictedInternet Sample

ScreenedInternet Sample

ScreenedInternet Sample

RecruitedInternet Sample

RecruitedInternet Sample

A survey in which anyone with a computer and modem can fill out

the questionnaire.

A survey in which anyone with a computer and modem can fill out

the questionnaire.

An Internet sample with quotas based on desired sample

characteristics.

An Internet sample with quotas based on desired sample

characteristics.

A sample in which respondents are prerecruited and must

qualify to participate.

A sample in which respondents are prerecruited and must

qualify to participate.

4040

Sales ForecastingSales Forecasting

Companies also use market research in Companies also use market research in order to predict future sales.order to predict future sales.

Look at historical data, sales analysis and Look at historical data, sales analysis and predict what sales will be in the future.predict what sales will be in the future.

**Important always but, even more so if **Important always but, even more so if your company is launching a new product your company is launching a new product or installing a new marketing plan based or installing a new marketing plan based on research factors.on research factors.