Marketing Research

1
Marketing Research Collecting Data

• Marketing 360
• Brian Gillespie

2
Marketing Information Systems

• Determines what information marketing managers
  need, then gathers, sorts, analyzes, stores, and
  distributes information to system users

3
Internal Company Data

• Information generated from within the company
• Sales
• Who buys what, when and where
• Backorders
• Effects of marketing efforts
• Product returns

4
Marketing Intelligence

• Method of gathering information about the
  marketing environment
• Newspapers
• Internet
• Trade publications
• Secret shoppers
• Futurists
• Marketers that try to predict marketing trends
  through contemplating different scenarios

5
Marketing Research

• Collecting, analyzing and interpreting info about
  customers, competitors and business environment
  to improve marketing effectiveness
• Syndicated research
• Collected by a different firm
• firm then sells information to other businesses
• Custom research
• Research conducted for a single firm to provide
  specific information managers need

6
Acquired Databases

• Marketing Information generated by other firms or
  the government
• Misuse has led to government restrictions
• Do not call list
• Opt-in and opt-out statements on websites
• Data Mining
• Sophisticated analysis techniques that take
  advantage of large amount of customer transaction
  information, and discover patterns for different
  customer groups

7
Marketing Decision Support System

• Data plus analysis and interactive software allow
  marketing managers to access MIS data and conduct
  analyses

8
MIS vs. MDSS

• MIS
• What were our sales last month?
• MDSS
• Is increase in sales due to our new advertising
  campaign or an increase in sales across the
  industry?

9
Marketing Research Process

• Step 1 define the research problem
• Step 2 determine the research design
• Step 3 chose the method to collect primary data
• Step 4 design the sample
• Step 5 collect the data
• Step 6 analyze and interpret the data
• Step 7 prepare the research report

10
Define the Research Problem

• Specify the research objectives
• What questions will the research try to answer?
• Identify the consumer population of interest
• What are the characteristics of the consumer
  groups of interest?
• Place the problem in an environmental context
• What factors in the firms internal and external
  business environment might influence the
  situation?

11
Determine the Research Design

• What information will you collect?
• What type of research design will you use?
• Primary data
• Data collected specifically for this research
• Secondary data
• Data collected for a different research purpose
  but applicable to the current research questions

12
Primary and Secondary Data
13
Three Types of Primary Research

• Exploratory (qualitative) research
• Interviews
• Focus groups
• Descriptive (quantitative) research
• Cross-sectional
• Single point in time
• Longitudinal
• Repeated measures
• Causal research
• Cause-and-effect

14
Choose the Method to Collect Primary Data

• For a list of advantages and disadvantages, see
  chapter 3, table 3 in the book.
• Mail questionnaires
• Telephone interviews
• Face-to-Face interviews
• On-line questionnaires
• Laboratory experiments
• Observational