prin. of mktg - chapter 7

7-1

Market Research and Market Information

7-2

Market research, the need and the forms Information systems increase the

usefulness of data Growing role of technology in marketing

research Conducting a market research project Gathering and using information about

competitors Ethics enters into the performance of

marketing research

7-3

MarketingMix

MarketingMix

MarketsMarket Segments

MarketsMarket Segments

ExpectationsSatisfaction

ExpectationsSatisfaction

CompetitionCompetition

7-4

The development, interpretation, and communication of decision-oriented information to be used in all phases

of the marketing process.

The development, interpretation, and communication of decision-oriented information to be used in all phases

of the marketing process.

7-5

MarketingResearchActivities

MarketingResearchActivities

MarketingInformationSystem

MarketingInformationSystem

Decision SupportSystem

Decision SupportSystem

SyndicatedServices

SyndicatedServices

MarketingResearchProject

MarketingResearchProject

7-6

On-going, organized procedureto generate, analyze, disseminate,

store, and retrieve information for use in making

marketing decisions.

On-going, organized procedureto generate, analyze, disseminate,

store, and retrieve information for use in making

marketing decisions.

7-7

7-8

Computer-based

AllowsInteraction with Data

Uses various methods of analysis Integrate, analyze

interpret information

7-9

7-10

Assembled data pertinent to a particular topic

Assembled data pertinent to a particular topic

Enormous collection of data from external or internal

sources compiled by a firm

Enormous collection of data from external or internal

sources compiled by a firm

Sophisticated techniques capable of identifying

patterns and relationships in masses of data

Sophisticated techniques capable of identifying

patterns and relationships in masses of data

DATABASE

DATAWAREHOUSE

DATAMINING

7-11

7-12

7-13

PRIMARYDATA

PRIMARYDATA ObservationObservation

ExperimentalExperimental

SurveySurvey

TestMarketTest

Market

CookiesCookies

MailMail

TelephoneTelephoneFace to

Face

Face to

Face

7-14

SECONDARYDATA

SECONDARYDATA

Inside the companyInside the company

Outside the companyOutside the company

7-15

Representative Sample

Representative Sample

Data-gathering formData-gathering form

Random samplesConvenience samples

Random samplesConvenience samples

Question wordingQuestion wording

Response formatResponse format

Questionnaire layoutQuestionnaire layout

PretestingPretesting

Question wordingQuestion wording

Response formatResponse format

Questionnaire layoutQuestionnaire layout

PretestingPretesting

7-16

Process of gathering

and analyzingpublic information about competitors

Process of gathering

and analyzingpublic information about competitors

7-17

PrivacyPrivacy

DataDataUseUse

PrivacyPrivacy

DataDataUseUse

PrivacyPrivacy

DataDataCollectionCollection

PrivacyPrivacy

DataDataCollectionCollection

IntrusivenessIntrusivenessIntrusivenessIntrusivenessDeceptiveDeceptive

ImplementationImplementationDeceptiveDeceptive

ImplementationImplementation

FalseFalseRepresentationRepresentation

FalseFalseRepresentationRepresentation

Market Market ResearchResearchMarket Market

ResearchResearch

7-18

Little investmentin market

opportunityresearch

Little investmentin market

opportunityresearch

Significant advances

inmethods

Significant advances

inmethods

ButBut

Projectorientation

Projectorientation

ConflictingobjectivesConflictingobjectives

Predictingbehavior is inexact

Predictingbehavior is inexact

7-19

Marketing research

Marketing information system

Decision support system

Database Data warehouse Data mining Retail scanners Single-source data

Situational analysis Hypothesis Informal

investigation Primary data Secondary data Observation

method Cookies Survey Face-to-face

interviews

7-20

Focus group Telephone survey Mail survey Internet surveys Experiment Test marketing Competitive

intelligence