Marketing Information and Research

1
Chapter 5

• Marketing Information and Research

2
Marketing Intelligence

• Environmental scanning
• Internal company sources
• Competitor information
• Marketing information systems (MIS)

3
Marketing Research

• Secondary data
• Primary data

4
Secondary Data

• Government agencies
• Civic bodies and associations
• Trade sources
• Assessing secondary data
• Syndicated studies

5
Common Research Concerns

• Customer base
• Product research
• Copy testing
• Laboratory experiment
• Field experiment
• Tracking studies
• Customer profile Patronage frequency
• Operation awareness and occasions
• Trial purchase Attitudes and image

6
Marketing Research Process

• Problem identification
• Literature search
• Internal records
• Qualitative research
• Research design and implementation
• Type of research and data collection method

7
Types of Research

• Experiments
• Observation
• Survey
• Face-to-face
• Telephone
• Mail

8
Sampling Methods

• Probability sampling
• Systematic random sampling
• Simple random sampling
• Cluster sampling
• Non-probability sampling
• Convenience sampling
• Quota sampling

9
Questionnaire Design

• What information is required?
• Can they answer the question?
• Will they answer the question?
• What format should be used?
• Mutually exclusive, collectively exhaustive
• Which question comes first?
• How the questionnaire should look like?
• Which words should be used?
• What response scale(s) is used?

10
Critique this comment card!

• I ate at the X restaurant in _____________________
  (city)
• date_________ time__________ in
  party__________
• Type of meal_____________________________________
  
• Were your meals prepared properly? Excellent
  Good Fair Poor
• Was the food bar well stocked, clean
  Excellent Good Fair Poor
• and attractive?
• How do your rate us on cleanliness? Excellent
  Good Fair Poor
• Explain_________________________________________
  ________
• Were our employees friendly and
  Excellent Good Fair Poor
• courteous?
• How was our service? Excellent Good
  Fair Poor
• Our overall grade is Excellent Good
  Fair Poor
• Were you asked by management if
• everything was all right with your meal? Yes
  No
• How often do your eat at X restaurant?
• 1st time_____ weekly_____ monthly_____
  yearly_____
• How can we improve your dining experience?
• __________________________________________________
  _____

11
Data Analysis - Frequency
Excellent Poor Dont 5 4
3 2 1 Know Mean
Quality of meeting 24.8 24.0 21.7 11.2
18.3 8.7 3.26 rooms Value for money 22.8
18.3 21.9 12.1 11.8 13.1
2.89 Quality of guestroom 22.8 35.7
23.1 8.7 0.8 8.9 3.44
12
Data Analysis - Cross-Tab
Used Property for Meeting and Conferences
Yes No
Total
Selection Factor N N
N Location 28
40.0 9 11.3 37
24.7 Contact person 0 0
3 3.8 3
2.0 Conference service 9 12.8
8 10.0 17 11.3 Meeting
facilities 10 14.3 24
30.0 34 22.7 Guestroom 0
0 2 2.5 2
1.3 Hotel facilities 15 21.4
24 30.0 39 26.0 Other
8 11.4 10 12.5
18 12.0 Total 70 100
80 100 150 100
13
Marketing Research Process

• Problem identification
• Research design and implementation
• Data analysis and interpretation
• Preparation of research report
• Introduction
• Methodology
• Results
• Conclusion/implications

14
Database Marketing

• Frequency marketing
• Hard reward
• Soft reward
• Relationship/Loyalty marketing
• Using the DBM