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LEARNING OBJECTIVES

Learning Objectives

How do marketers use information systems to create greater value for customers?

Can certain marketing research practices cause a firm to encounter ethical problems

What are the necessary steps to conduct marketing research?

What are primary and secondary data, and when should each be used?

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McDonald’s Store Redesign

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Market Research Outcome

What might have Chef Boyardee learned in research to design this product and this print ad?

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Marketing Research

.

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Using Marketing Information Systems to Create Better Value

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What Would You Do?

• He has just finished giving a successful presentation to a major client.

• The client has asked for a list of companies that participated in the study and copies of all the completed surveys.

Meet Aaron, a marketing researcher:

CASRO Website

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The Marketing Research Process

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Step 1: Defining the Objectives and Research Needs

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Step 2: Designing the Research Project

Secondary dataSecondary data Primary dataPrimary data

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Syndicated Data

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Advantages and Disadvantages of Secondary and Primary Data

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Step 3: Data Collection Process

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Data Collection

TheIdeaGroup Commercial

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Describing the benefits

How could Ziploc use exploratory research to design this ad?

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How can a firm use exploratory research to uncover consumers’ attitudes toward

their product/service?

How can a firm use exploratory research to uncover consumers’ attitudes toward

their product/service?

Using Exploratory Research

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Conclusive Research Methods

Can be either:Can be either:

Descriptive Experimental

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Survey Research

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Web Surveying

Response rates are relatively high

Respondents may lie less

It is inexpensive Results are

processed and received quickly

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How do firms successfully use web surveying?How do firms successfully use web surveying?

Using Web Surveying

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Experimental Research

Focus Group by Microsoft for Vista

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Scanner Research

Information Resources, Inc.

AC Nielsen

What if I reduce my price by

10%?

IRI Website

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Panel Research

Group of consumers Survey or sales receipts

What are they buying

or not buying?

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Converting data into information to explain, predict and/or evaluate a

particular situation.

Converting data into information to explain, predict and/or evaluate a

particular situation.

Step 4: Analyzing Data

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Step 5: Presenting Results

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McDonald’s Makeover

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Debating Domestic Eavesdropping

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Market research includes:

A. collecting data.

B. analyzing data.

C. recording data.

D. interpreting data.

E. all of the above.

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The major advantage of primary research data is it:

A. can be easily accessed through syndicated data bases or unstructured data mines.

B. can be tailored to meet the specific research needs.

C. take more time to collect than secondary data and is more costly.

D. are general enough to meet researchers’ and managers’ needs.

E. all of the above are advantages of primary research data.

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A researcher will likely engage in exploratory research when:

A. data co-mingling.

B. the market research problem is not clearly defined.

C. syndicated marketing surveys provide sufficient information to address the research question.

D. conclusive research has been completed.

E. all of the above.

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Jerry is designing an online survey questionnaire. When designing the questionnaire, Jerry should consider

which of the following?

A. be careful not to create misleading questions.

B. use language respondents are familiar with.

C. sequence the questions appropriately.

D. create a clear and easy to follow layout.

E. all of the above.

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Check Yourself

1. What are the steps in the marketing research process?

2. What is the difference between primary and secondary research?

3. What is the difference between exploratory and conclusive research?

4. What are some commonly used survey based metrics?

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Glossary

Conclusive research provides the information needed to confirm preliminary insights and which managers can use to pursue appropriate courses of action.

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Glossary

Data are raw numbers or other factual information that, on their own, have limited value to marketers.

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Glossary

Experimental research is a type of quantitative research that systematically manipulates one or more variables to determine which variables have a causal effect on another variable.

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Glossary

Exploratory research attempts to begin to understand the phenomenon of interest and provides initial information when the problem lacks any clear definition.

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Glossary

A marketing information system (MkIS) is a set of procedures and methods that apply to the regular, planned collection, analysis, and presentation of information that then may be used in marketing decisions.

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Glossary

Marketing research consists of a set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data that can aid decision makers involved in marketing goods, services, or ideas.

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Glossary

Panel research is a type of quantitative research that involves collecting information from a group of consumers (the panel) over time.

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Glossary

Scanner research is a type of quantitative research that uses data obtained from scanner readings of UPC codes at check-out counters.

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Glossary

A survey is a systematic means of collecting information from people that generally uses a questionnaire.

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Glossary

Syndicated data are data available for a fee from commercial research firms such as Information Resources Inc. (IRI), National Purchase Diary Panel, and ACNielsen.

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