Marketing Research (Marketing, 8th Edition)
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-2 Marketing Research
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Introduction to and overview of marketing research from which you will learn to: 1.) Identify the reason for doing marketing research and describe the five-step marketing research approach leading to marketing actions; 2.) Describe how secondary and primary data are used in marketing, including the uses of questionnaires, observations, experiments, and panels; 3.) Explain how information technology and data mining link massive amounts of marketing information to meaningful marketing actions.
Transcript of Marketing Research (Marketing, 8th Edition)
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 5-2
MarketingResearch
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 8-3
AFTER READING THIS CHAPTERYOU SHOULD BE ABLE TO:
1. Identify the reason for doing marketing research and describe the five-step marketing research approach leading to marketing actions.
2. Describe how secondary and primary data are used in marketing, including the uses of questionnaires, observations, experiments, and panels.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 8-4
AFTER READING THIS CHAPTERYOU SHOULD BE ABLE TO:
3. Explain how information technology and data mining link massive amounts of marketing information to meaningful marketing actions.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
THE ROLE OFMARKETING RESEARCH
Slide 8-8
• What is Marketing Research?
Decision
• Why Good Marketing Research is Difficult
• Five-Step Marketing Research Approach to Make Better Decisions
Decision Making
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 8-6
TEST SCREENINGS: LISTENING TO CONSUMERS TO REDUCE MOVIE RISKS
• UsingMarketingResearch toReduce MovieRisk
Test Screenings
Tracking Studies
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 8-7
FIGURE 8-1FIGURE 8-1 Marketing research questions asked in test screenings of movies, and how they are used
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 8-10
FIGURE 8-2FIGURE 8-2 Five-step marketing research approach leading to better marketing actions
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
STEP 1: DEFINE THE PROBLEM
Slide 8-13
• Set the Research Objectives
• Descriptive Research
Objectives
Three Kinds of Research
• Causal Research
• Exploratory Research
• Identify Possible Marketing Actions
Measures of Success
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
STEP 2: DEVELOP THERESEARCH PLAN
Slide 8-16
• Determine How to Collect Data
Methods
• New-Product Concept
Concepts
• Sampling
• Probability Sampling
• Nonprobability Sampling
• Statistical Inference
• Specify Constraints
• Identify Data Needed for Marketing Actions
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
STEP 3: COLLECTRELEVANT INFORMATION
Slide 8-20
• Data
• Secondary Data
• Primary Data
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 8-21
FIGURE 8-3 FIGURE 8-3 Types of marketing information
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
STEP 3: COLLECTRELEVANT INFORMATION
Slide 8-22
Internal Secondary Data
• Census Bureau
• Secondary Data
External Secondary Data
• Periodicals/Journals
• Syndicated
• Data Services
Advantages and Disadvantages of Secondary Data
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 8-24
Concept Check
A: Secondary data are facts and figures that have already been recorded before the project at hand, whereas primary data are facts and figures that are newly collected for the project.
1. What is the difference between secondary and primary data?
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 8-25
Concept Check
A: Advantages include time savings, low cost, and a greater level of detail.Disadvantages include data may be out of date, the definitions or categories may not be right, and not being specific enough for the project.
2. What are some advantages and disadvantages of secondary data?
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
STEP 3: COLLECTRELEVANT INFORMATION
Slide 8-26
Observational Data
• Meter/Diary
• Primary Data
• Mystery Shopper
• Ethnographic Research
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
STEP 3: COLLECTRELEVANT INFORMATION
Slide 8-31
Questionnaire Data
• Individual Interviews
• Primary Data
• Focus Groups
• “Cool Hunters”
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
STEP 3: COLLECTRELEVANT INFORMATION
Slide 8-33
Questionnaire Data
• Types of Surveys
• Primary Data
Personal Interview
Telephone
E-mail/Fax/Internet
Mall Intercept Interview
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 8-34
FIGURE 8-AFIGURE 8-A Comparison of three kinds of surveys
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 8-35
FIGURE 8-6 FIGURE 8-6 Typical problems in wording questions
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
STEP 3: COLLECTRELEVANT INFORMATION
Slide 8-36
• Question Formats
Questionnaire Data
• Primary Data
Open-Ended
Closed-Ended/Fixed Alternative
Dichotomous
Semantic Differential Scale
Likert Scale
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
STEP 3: COLLECTRELEVANT INFORMATION
Slide 8-40
Panels and Experiments
• Panel
• Experiment
• Drivers
• Test Markets
Advantages and Disadvantages of Primary Data
• Primary Data
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 8-41
Concept Check
1. What is the difference between observational and questionnaire data?
A: Observational data are facts and figures obtained by watching, either mechanically or in person, how people actually behave. Questionnaire data are facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 8-42
Concept Check
2. Which survey provides the greatest flexibility for asking probing questions: mail, telephone, or personal interview?
A: personal interview survey
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 8-43
Concept Check
3. What is the difference between a panel and an experiment?
A: A panel is a sample of consumers or stores from which researchers take a series of measurements.An experiment involves changing a variable in a customer purchase and seeing what happens.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
STEP 3: COLLECTRELEVANT INFORMATION
Slide 8-44
The Marketing Manager’s View of Sales Drivers
• Data vs. Information
• Using Information Technology to Trigger Marketing Actions
• Information Technology
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 8-45
FIGURE 8-8FIGURE 8-8 Product and brand drivers: factors that influence sales
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
STEP 3: COLLECTRELEVANT INFORMATION
Slide 8-46
Key Elements of an Information System
• Data Warehouse
• Using Information Technology to Trigger Marketing Actions
• Sensitivity Analysis
Data Mining: A New Approach to Searching the Data Ocean
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 8-47
FIGURE 8-9 FIGURE 8-9 How marketing researchers and managers use information technology to turn information into action
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 8-49
STEP 4: DEVELOP FINDINGS
• Set the Research Objectives
Analyze the Data
Present the Findings
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 8-56
STEP 5: TAKE MARKETING ACTIONS
• Make Action Recommendations
Evaluating the Decision Itself
• Implement the Action Recommendations
• Evaluate the Results
Evaluating the Decision Process Used
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 8-57
Concept Check
1. What does a marketing manager mean when she talks about a sales driver?
A: “Drivers” are the factors that influence buying decisions of a household or organization and, hence, sales.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 8-58
Concept Check
A: Marketing research identifies possible drivers and then collects data. In contrast, data mining extracts hidden predictive information already collected and stored in databases.
2. How does data mining differ from traditional marketing research?
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 8-59
Concept Check
A: (a) Figure 8-10A shows a finding that depicts annual sales from 2001 to 2004. (b) Figure 8-10D shows a finding(the decline in pizza sales) that leads toa recommendation to develop an ad targeting children 6 to 12 years old.
3. In the marketing research for Tony’s Pizza, what is an example of (a) a finding and (b) a marketing action?
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 8-81
Marketing Research
Marketing research is the processof defining a marketing problem and opportunity, systematically collectingand analyzing information, and recommending actions.
Marketing research is the processof defining a marketing problem and opportunity, systematically collectingand analyzing information, and recommending actions.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 8-82
Decision
A decision is a conscious choice from among two or more alternatives.A decision is a conscious choice from among two or more alternatives.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 8-83
Measures of Success
Measures of success are criteria or standards used in evaluating proposed solutions to a problem.
Measures of success are criteria or standards used in evaluating proposed solutions to a problem.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 8-84
Constraints
Constraints in a decision are the restrictions placed on potential solutions to a problem.
Constraints in a decision are the restrictions placed on potential solutions to a problem.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 8-85
Sampling
Sampling involves selecting representative elements from a population.
Sampling involves selecting representative elements from a population.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 8-86
Probability Sampling
Probability sampling involves using precise rules to select the sample such that each element of the population has a specific known chance of being selected.
Probability sampling involves using precise rules to select the sample such that each element of the population has a specific known chance of being selected.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 8-88
Statistical Inference
Statistical inference involves drawing conclusions about a population from a sample taken from that population.
Statistical inference involves drawing conclusions about a population from a sample taken from that population.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 8-89
Data
Data are the facts and figures relatedto the problem, and are divided into two main parts: secondary data and primary data.
Data are the facts and figures relatedto the problem, and are divided into two main parts: secondary data and primary data.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 8-90
Secondary Data
Secondary data are facts and figuresthat have already been recorded before the project at hand.
Secondary data are facts and figuresthat have already been recorded before the project at hand.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 8-91
Primary Data
Primary data are facts and figuresthat are newly collected for the project.Primary data are facts and figuresthat are newly collected for the project.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 8-92
Observational Data
Observational data are the facts and figures obtained by watching, either mechanically or in person, how people actually behave.
Observational data are the facts and figures obtained by watching, either mechanically or in person, how people actually behave.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 8-93
Questionnaire Data
Questionnaire data are the facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors.
Questionnaire data are the facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 8-94
Information Technology
Information technology involves a computer and communication system to satisfy an organization’s needs for data storage, processing, and access.
Information technology involves a computer and communication system to satisfy an organization’s needs for data storage, processing, and access.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 8-95
Data Mining
Data mining is the extraction of hidden predictive information from large databases.
Data mining is the extraction of hidden predictive information from large databases.
