chapter 9 copyright ©2012 by cengage learning inc. all rights reserved 1 lamb, hair, mcdaniel...

Chapter 9 Copyright ©2012 by Cengage Learning Inc. All rights reserved 1

Lamb, Hair, McDaniel

CHAPTER 9

Decision Support Systems and Marketing Research

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The Role ofMarketing Research

MarketingResearch

MarketingResearch

The process of planning, collecting, and analyzing data relevant to a marketing decision.

LO2


The Role ofMarketing Research

Diagnostic

Predictive

Descriptive Gathering and presenting

factual statements

Explaining data

Address “what if” questions

LO2


Management Uses of Marketing Research

Improve the quality of decision making Trace problems Focus on keeping existing customers Understand the marketplace Alert them to marketplace trends Gauge the value of goods and services, and the

level of customer satisfaction

NOTE: Supplemental content – not in book.

LO2

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CollectData

CollectData

SpecifySamplingProcedure

SpecifySamplingProcedure

Plan Design/Primary DataPlan Design/Primary Data

DefineProblemDefine

Problem

AnalyzeData

AnalyzeData

Prepare/PresentReport

Prepare/PresentReport

Follow UpFollow Up

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LO3

The Marketing The Marketing Research ProcessResearch Process


The Marketing Research Project

Marketing Research Problem

Marketing Research Problem

Marketing Research Objective

Marketing Research Objective

Management Decision Problem

Management Decision Problem

Determining what information is needed and how that information can be obtained efficiently and effectively.

Determining what information is needed and how that information can be obtained efficiently and effectively.

The specific information needed to solve a marketing research problem; the objective should be to provide insightful decision-making information.

The specific information needed to solve a marketing research problem; the objective should be to provide insightful decision-making information.

A broad-based problem that uses marketing research in order for managers to take proper actions.

A broad-based problem that uses marketing research in order for managers to take proper actions.

LO3


Planning theResearch Design

Which research questions

must be answered?

How and whenwill data be gathered?

How willthe data

be analyzed?

?

LO3


Sources of Secondary Data

Government AgenciesGovernment Agencies

Trade and Industry AssociationsTrade and Industry Associations

Business PeriodicalsBusiness Periodicals

News MediaNews Media

Internal Corporate InformationInternal Corporate Information

LO3


Secondary DataAdvantages:Saves time and money if on targetAids in determining direction for primary data collectionPinpoints the kinds of people to approachServes as a basis of comparison for other data

LO3

Disadvantages:May not give adequate detailed informationMay not be on target with the research problemQuality and accuracy of data may pose a problem


The New Age of Secondary Information: The Internet

LO3

The rapid development of the Internet has eliminated much of the drudgery associated with the

collection of secondary data.


Marketing Research Aggregators

Acquire, catalog, reformat, segment, and resell reports already published by large and small marketing research firm.

Databases are getting bigger, more comprehensive, and easier to search.

LO3

Some major aggregators are:

mindbranch.com

aarkstore.com

usadata.com


Primary Data

Information collected for the first time. Used for solving the particular problem

under investigation.

Advantages: Answers a specific research question Data are current Source of data is known Secrecy can be maintained

Disadvantages: Primary data can be very expensive.

LO3

Disadvantages are usually offset by the advantages of primary data.


Survey Research

The most popular technique for

gathering primary data, in

which a researcher interacts

with people to obtain facts,

opinions, and attitudes.

Survey ResearchSurvey Research

LO3


Forms of Survey Research

Focus GroupsFocus Groups

Executive InterviewsExecutive Interviews

Mail SurveysMail Surveys

Telephone InterviewsTelephone Interviews

Mall Intercept InterviewsMall Intercept Interviews

In-Home InterviewsIn-Home Interviews

LO3


Questionnaire Design

Open-EndedQuestion

Open-EndedQuestion

Closed-EndedQuestion

Closed-EndedQuestion

Scaled-Response Question

Scaled-Response Question

An interview question that encourages an answer phrased in the respondent’s

own words.

An interview question that encourages an answer phrased in the respondent’s

own words.

An interview question that asks the respondent to make a selection

from a limited list of responses.

An interview question that asks the respondent to make a selection

from a limited list of responses.

A closed-ended question designed to measure the intensity

of a respondent’s answer.

A closed-ended question designed to measure the intensity

of a respondent’s answer.

LO3



Avocado 1 Olives (black/green) 6 Cheese (Monterey Jack/cheddar) 2 Onions (red/white) 7 Guacamole 3 Peppers (red/green) 8 Lettuce 4 Pimento 9 Mexican hot sauce 5 Sour cream 0

Closed-ended and scaled-response questions are easier to tabulate than open-ended questions because response choices are fixed. On the other hand, unless the researcher designs the closed-ended question very carefully, an important choice may be omitted.

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Clear and conciseClear and concise

No ambiguous languageNo ambiguous language

Avoid two questions in oneAvoid two questions in one

Avoid leading questionsAvoid leading questions

LO3


LO3

Observation ResearchObservation Research

A research

method that

relies on four

types of

observation:


Ethnographic Research



The study of human behavior

in its natural context; involves

observation of behavior and

physical setting.

LO3


Virtual Shopping

Advantages of virtual shopping:• Creates an environment with a realistic level of

complexity and variety.• Allows quick set up and altering of tests.• Low production costs.• High flexibility.

LO3


Experiments• Experiments are used by researchers to

gather primary data.

Experiment Variables

Price

Package design

Shelf space

Advertising theme

Advertising expenditures


Sampling Procedure

UniverseUniverse SampleSample

Probability Samples

Probability Samples

Non-Probability Samples


LO3


Types of Samples

Probability Samples

Probability Samples

Simple Random Sample

Simple Random Sample

Stratified Sample

Stratified Sample

Cluster Sample

Cluster Sample

SystematicSample

SystematicSample



Convenience Sample

Convenience Sample

JudgmentSample

JudgmentSample

Quota SampleQuota Sample

SnowballSample

SnowballSample

LO3


Analyzing the Data

A method of analyzing data that

lets the analyst look at the

responses to one question in

relation to the responses to one

or more other questions.

Cross-Tabulation

Cross-Tabulation

LO3


Preparing andPresenting the Report

Concise statement of the research objectives

Explanation of research design

Summary of major findings

Conclusion with recommendations

LO3


Following Up

Were the recommendations followed?

Was sufficient decision-making information included in the report?

What could have been done to make the report more useful to management?

LO3


Impact of the Internet

Under appropriate conditions, can represent the entire population

Has replaced computer-assisted telephone interviewing

Rated as having the greatest potential for further growth

LO4


Advantages ofInternet Surveys

Contact with the hard-to-reach

Contact with the hard-to-reach

Improved respondent participation

Improved respondent participation

Personalized questions and data

Personalized questions and data

Reduced costsReduced costs

Rapid development,Real-time reporting

Rapid development,Real-time reporting

LO4


Uses of the Internet by Marketing Researchers

Other types of marketing research Other types of marketing research

Conduct focus groupsConduct focus groups

Administer surveysAdminister surveys

LO4


Process for Online Focus Groups

1. Build a database of respondents via Web site screening questionnaire

2. Identify qualified individuals via e-mail

3. Develop a discussion guide

4. Moderator runs group by typing in questions online for all to see

5. Environment is similar to a chat room

6. Firm captures the complete text of the focus group

LO4


The Moderator’s Role

Provides respondents with questions and instructions.

Provides respondents with questions and instructions.

Provides respondents access to stimuli, such as ad mockups or videos.

Provides respondents access to stimuli, such as ad mockups or videos.

LO4


Advantages of Online Focus Groups

Better participation ratesCost-effectivenessBroad geographic scopeAccessibilityHonesty

LO4


Scanner-Based ResearchA system for gathering information from a single group of respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and the things they buy.

BehaviorScan InfoScan

LO5

Research program that tracks the purchases of 3,000 households through store scanners in each research market

Sales-tracking service for the consumer packaged-goods industry


Competitive Intelligence

An intelligence system that helps

managers assess their

competition and vendors in order

to become more efficient and

effective competitors.Competitive

Intelligence (CI)

Competitive Intelligence (CI)

LO7


When Should Marketing Research Be Conducted?

Depends on managers’ perceptions of its quality, price, and timing

When the expected value of research information exceeds the cost of generating the information

LO6

chapter 9 copyright ©2012 by cengage learning inc. all rights reserved 1 lamb, hair, mcdaniel...

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