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Basic Marketing Research:Basic Marketing Research:

Using Microsoft Excel DataUsing Microsoft Excel Data

Analysis, 2nd EditionAnalysis, 2nd Edition

Alvin C. Burns Alvin C. Burns Louisiana State UniversityLouisiana State University

Ronald F. BushRonald F. Bush University of West FloridaUniversity of West Florida

Prentice Hall PublishersPrentice Hall Publishers

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Introducing MarketingIntroducing Marketing

ResearchResearch

ChapterChapter 1

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What is marketing?What is marketing?

What is the marketing concept?What is the marketing concept?

What is marketing strategy?What is marketing strategy?

Because Marketing Research is part ofBecause Marketing Research is part of

Marketing we should understand:Marketing we should understand:

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Marketing has been defined by the AMAMarketing has been defined by the AMAas:as: An organizational function and a set

of processes for creating,communicating, and delivering value tocustomers and for managing customerrelationships in ways that benefit the

organization and its stakeholders.

What is Marketing?What is Marketing?

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Marketing Concept:Marketing Concept: is a businessphilosophy that holds that the key toachieving organizational goals consistsof the companys being more effective

than competitors in creating, delivering,and communicating customer value toits chosen markets.

Hollywood is successfulHollywood is successful

because they make moviesbecause they make moviespeople want to see!people want to see!

What is the Marketing Concept?What is the Marketing Concept?

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A Marketing Strategy:A Marketing Strategy: consists ofselecting a segment of the market as the

companys target market and designingthe proper mix of the product/service,price, promotion, and distributionsystem to meet the wants and needs of

the consumers within the target market.

What is Marketing Strategy?What is Marketing Strategy?

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Not All MarketingNot All Marketing

Decisions are SuccessfulDecisions are Successful

There are many product and serviceThere are many product and servicefailures every yearfailures every year

Having the right information reducesHaving the right information reducesthe probability of failurethe probability of failure

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Make the right decisions to ImplementMake the right decisions to Implementmarketing:marketing:

Practice the marketing concept and

Make the right decisions to select theright marketing strategy

Toyotas Prius strategy targeted thefuel economy segment of the auto

market and their mixfulfills wants & needsbetter than any otherhybrid auto

We need Marketing Research to:We need Marketing Research to:

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Marketing research:Marketing research: is the process ofdesigning, gathering, analyzing, and

reporting information that may beused to solve a specific marketingproblem.

What is Marketing Research?What is Marketing Research?

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Marketing research:Marketing research: is the function thatlinks the consumer, customer, and

public to the marketer throughinformation -- information usedtoidentify and define marketingopportunities and problems; generate,

refine, and evaluate marketing actions;monitor marketing performance; andimprove the understanding of marketingas a process.

What is Marketing Research?What is Marketing Research?

AMA DefinitionAMA Definition

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Market research:Market research: is the systematicgathering, recording, and analyzing of datawith respect to aparticular market, where

market refers to a specific group in aspecific geographic area.

Market Research vs. Marketing ResearchMarket Research vs. Marketing Research

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ContinuedContinued

If we conducted surveys in several different

areas of the U.S. to determine the

preferences of consumers for a new car

designed for one person that got 50mpgthis would be marketing research

..not market research.

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ContinuedContinued

As an example, if we conducted research to

determine how many persons in County X

were in favor of a public-financed baseballpark located downtown, this would be

market research and it would be considered

a subset of marketing research.

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To link the consumer to the marketerby providing information that can be

used in making marketing decisions

What is theWhat is the purposepurpose ofof

Marketing Research?Marketing Research?

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Sometimes MarketingSometimes Marketing

Research is Wrong!Research is Wrong!

Marketing research has predictedMarketing research has predicted

success when products/services failed.success when products/services failed.

Marketing research hasMarketing research has

predicted failure whenpredicted failure when

products/services haveproducts/services have

been a success!been a success!

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Identify marketing opportunities andIdentify marketing opportunities andproblemsproblems

Generate, refine, and evaluateGenerate, refine, and evaluatepotential marketing actionspotential marketing actions

Monitor marketing performanceMonitor marketing performance

Improve marketing as a processImprove marketing as a process

What are theWhat are the usesuses ofof

Marketing Research?Marketing Research?

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Identifying marketing opportunitiesIdentifying marketing opportunitiesand problemsand problems

Market-demand determination Market segments identification

Marketing audits SWOT analysis

Problem: Does our advertisingwork?

Classifying Marketing Research StudiesClassifying Marketing Research Studies

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Generating, refining, and evaluatingGenerating, refining, and evaluatingpotential marketing actionspotential marketing actions

Proposed marketing-mix evaluationtesting

New-product prototype testing

Advertising pre-testing

Classifying MarketingClassifying Marketing

Research StudiesResearch Studies

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Improving marketing as a processImproving marketing as a process

The purpose of these studies is to expandknowledge (Basic research) of marketing as aprocess rather than to solve a specificproblem (Applied research) facing a company.



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ContinuedContinued

Some examples: How does background

music affect perceptions of products? Howthe pre-shopping information affects

product returns.Understanding cultural

differences in consumer impatienceall in

the Journal of Marketing.

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An MIS:An MIS: is a structure consisting ofpeople, equipment, and procedures to

gather, sort, analyze, evaluate, anddistribute needed, timely, andaccurate information to marketingdecision makers.

The Marketing Information SystemThe Marketing Information System

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Internal Reports SystemInternal Reports SystemAccounting information Systemdatafrom Income statement, inventoryrecords, shipping invoices

Marketing Intelligence System..Marketing Intelligence System..Information coming from outside thefirm

Marketing Decision Support SystemMarketing Decision Support System(DSS)(DSS) database with analytical tools

Marketing Research SystemMarketing Research System HowDifferent from the above????

Components of an MISComponents of an MIS

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It gathers information not gathered by theIt gathers information not gathered by theotherMIS component subsystemsotherMIS component subsystems..

Marketing research studies are conductedMarketing research studies are conductedfor a specific situation facing the company.for a specific situation facing the company.Example:Example: General Mills studywhich of three

cookie recipes should we consider producing?Answer not found in other three MIS components.Must use Marketing Research!

The Marketing Research SystemThe Marketing Research System

occupies a role in the MIS becauseoccupies a role in the MIS because

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The Marketing Research SystemThe Marketing Research System

occupies a role in the MIS becauseoccupies a role in the MIS because

ContinuedContinued

Marketing research projects unlike otherMarketing research projects unlike other

MIS components are not continuousMIS components are not continuous theyhave a beginning and an end. Ad hocstudies/Projects

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Online Marketing ResearchOnline Marketing Research

Growing Consumer/RespondentGrowing Consumer/RespondentResentmentResentment

GlobalizationGlobalization

Hot Topics inHot Topics in

Marketing ResearchMarketing Research

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WebWeb--based research:based research: research that isconducted on web applications; mayuse traditional methods as well as on-

line research methods in conductingresearch on web-based applications.Example: Usability studies

OnOn--line survey research:line survey research: collection ofdata using computer networks.Insight Express, Greenfield Online,Harris Interactive, Knowledge

Networks, etc.

Hot Topics:Hot Topics:

Online Marketing ResearchOnline Marketing Research

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Marketing research is invasive.Marketing research is invasive.

Telemarketers and direct marketers haveTelemarketers and direct marketers haveabused marketing research.abused marketing research.

The government through F

TC has

The government through F

TC hasinstituted a Do not call list.instituted a Do not call list.


Growing Consumer/ Respondent ResentmentGrowing Consumer/ Respondent Resentment

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Growing Consumer/ Respondent ResentmentGrowing Consumer/ Respondent Resentment

ContinuedContinued

The marketing research industry is so farThe marketing research industry is so far

excluded from the ban of the do not callexcluded from the ban of the do not call

regulations.regulations.

There is a Do NotMail movement.There is a Do NotMail movement.

The industry must treat respondents

ethically if its members expect to reduce

growing resentment

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As marketing firms spread globally,As marketing firms spread globally,so did marketing research firms.so did marketing research firms.

According to Jack Honomichl, nearlyAccording to Jack Honomichl, nearly70% of the worlds top marketing70% of the worlds top marketingresearch firms revenues wereresearch firms revenues weregenerated outside of U.S.generated outside of U.S.

Global examples in theGlobal examples in thetext are highlightedtext are highlightedthrough the use of thethrough the use of the

global icon.global icon.


GlobalizationGlobalization

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