Marketing L5: Marketing Research & Guest Speaker

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David Robinson's UGBA 106 lecture

Transcript of Marketing L5: Marketing Research & Guest Speaker

  • 1. David Robinson faculty.haas.berkeley.edu/robinson/ugba106 Haas School of Business ugba 106 Marketing D. Robinson, 2008 Lecture 5: Marketing Information Systems
  • 2. Marketing Information Systems Marketing Research provides a basis for rational decision making
  • 3. The Marketing Information System (A&K Fig 4.1)
  • 4. How do we go about Marketing Research?
    • Whats the problem?
    • Develop the research plan
      • What do we want to know?
      • About which group of people?
  • 5. How do we go about Marketing Research?
    • Implementation and analysis
      • What do we have in our own records?
      • Purchase syndicated data
      • Run our own studies
      • Outsource: Get an expert to run the studies
    • Interpreting, reporting . . . and action!
  • 6. Marketing Information Systems: Part 1 Internal Data Firms have a lot of information without commissioning primary research
  • 7. Internal Sources of Data
    • Sales records by store, time of day, etc
        • Example : Firms can easily research seasonality
    • Customer account analysis
    • Known-customer response to Direct promotion
    • Sales response to Mass Media advertising
  • 8. Using Internal Databases
  • 9. Internal Data Analysis
    • Most firms have transaction level data in a data warehouse
    • Need to analyze this with
      • Common sense & creativity
      • Artificial intelligence
        • Why?
    • This is called data mining
    • Data base is particularly useful when transactions are linked to customers
  • 10. Example: Safeway Select Soups
  • 11. Counter-example
  • 12. Digital Dashboards are Common
  • 13. Why Kraft-General Foods has an easier time than you do launching a new product
    • Most marketing firms have:
      • Extensive intranets with data ( see text p.115)
      • Highly technical analysis
        • Example conjoint elasticities when competitors also change prices
      • Rules of thumb (previous experience)
        • E.g. Willingness to pay for new product
  • 14. Marketing Information Systems: Part 2 Buying Research Before we commissioning primary research we look for Secondary Data
  • 15. Secondary Data Comes First
    • Definition : Data collected for another purpose, such as government data
    • Consider using proxies
        • Example : How many wealthy families in Shanghai how many have children in private schools ?
    • Limitations on Secondary data
        • Timeliness
        • Quality
        • Relevance
  • 16. Admin of the Day
  • 17. Commissioning Primary Research
  • 18. A Note on Syndicated Research I s it Primary or Secondary data (the difference may be academic)?
  • 19. The role of syndicated research
    • Typically questionnaire, often by phone
    • Gartner and IDC in tech
    • IRI, Nielsen Simmons in consumer products
    • Very cost effective and often quick
    • Very good data
    • The third-party researchers are essential to get around anti-trust
    • B2B many specialty firms, will interview e.g. oil exploration managers purchase intentions
  • 20. Typical marketing research failures
      • Poorly defined objectives for research
      • Irrelevant subject pool
      • Overly complicated research ( example Snapple case)
      • Research that sits on the shelf and isnt disseminated (timeliness)
      • Failure to act on the information at hand
  • 21. Failure to act on the information at hand: Olds Aurora
  • 22. Two types of primary research Qualitative Quantitative
    • Questionnaires & interviews
    • Online data collection
    • Scanner data
    • Experimentation e.g. taste tests different ad spending
    Good research will use some of each
    • Observational data
    • Focus groups
    • Story telling, drawing
  • 23. Two types of primary research Qualitative
    • Observational data
    • Focus groups
    • Story telling, drawing
  • 24. Observation
    • What to customers actually do?
    • Do most people go shopping with their friends?
    • Do people touch the goods on before they buy?
  • 25. Suggested book on observations
    • See Marketing easy reads on my web-page
  • 26. Focus Groups
    • Selection of participants
    • Leading a group
    • Beware of the executive behind the one-way glass
  • 27. Qualitative: Observational
  • 28. Qualitative: Thematic Apperception Test Make up a story that reflects what you think is happening in this picture.
  • 29. Two types of primary research Quantitative
    • Questionnaires & interviews
    • Online data collection
    • Scanner data
    • Experimentation e.g. taste tests different ad spending
  • 30. New Physiological Measures
    • Eye movement cameras