11
Marketing Marketing ResearchResearch
22
Marketing ResearchMarketing Research
The process of planning, The process of planning,
collecting, and analyzing data collecting, and analyzing data
relevant to a marketing relevant to a marketing
decision.decision.
33
DiagnosticDiagnostic
PredictivePredictive
DescriptiveDescriptive Gathering and presenting
factual statements
Explaining data
Attempting to estimate the results of a planned marketing decision
Roles of Marketing ResearchRoles of Marketing Research
44
Management Uses of Management Uses of Marketing ResearchMarketing Research
Improve the quality of decision makingImprove the quality of decision making
Trace problemsTrace problems
Focus on keeping existing Focus on keeping existing customerscustomers
Understand the ever-changing Understand the ever-changing marketplacemarketplace
55
Marketing Research Problem Marketing Research Problem
Determining what information is
needed and how that information can be obtained efficiently
and effectively
66
Secondary DataSecondary Data
Data previously collected for Data previously collected for
any purpose other any purpose other
than the one at hand.than the one at hand.
77
Sources of Secondary DataSources of Secondary Data
Government AgenciesGovernment Agencies
Trade and Industry AssociationsTrade and Industry Associations
Marketing Research FirmsMarketing Research Firms
Commercial PublicationsCommercial Publications
News MediaNews Media
Internal Corporate InformationInternal Corporate Information
88
Advantages of Secondary DataAdvantages of Secondary Data
Saves time and money if on targetSaves time and money if on target
Aids in determining direction for Aids in determining direction for primary data collectionprimary data collection
Serves as a basis of comparison Serves as a basis of comparison for other datafor other data
99
Disadvantages of Secondary Disadvantages of Secondary DataData
May not be on target with the research May not be on target with the research problemproblem
Quality and accuracy of data may pose a Quality and accuracy of data may pose a problemproblem
1010
The New Age of Secondary The New Age of Secondary Information: The InternetInformation: The Internet
wwwwwwSearch EnginesSearch Enginesand Directoriesand Directories
Sites of Interest toSites of Interest toMarketing Researchers Marketing Researchers (AMA, FTC, American (AMA, FTC, American Demographics, Demographics, etc.)etc.)
Discussion GroupsDiscussion Groups
Periodical, Newspaper, and Book DatabasesPeriodical, Newspaper, and Book Databases
1111
Research DesignResearch Design
Specifies which research Specifies which research
questions must be answered, questions must be answered,
how and when the data will be how and when the data will be
gathered, and how the data gathered, and how the data
will be analyzed.will be analyzed.
1212
Primary DataPrimary Data
Information collected for the Information collected for the
first time. Can be first time. Can be
used for solving the particular used for solving the particular
problem under problem under
investigation.investigation.
1313
Advantages of Primary DataAdvantages of Primary Data
Answers a specific research questionAnswers a specific research question
Data are currentData are current
Source of data is knownSource of data is known
Secrecy can be maintainedSecrecy can be maintained
1414
Disadvantages of Primary DataDisadvantages of Primary Data
ExpensiveExpensive
Quality declines if interviews / questionnaires Quality declines if interviews / questionnaires are lengthyare lengthy
Reluctance to participate in lengthy interviewsReluctance to participate in lengthy interviews
Disadvantages are usually offset by the
advantages of primary data!
Disadvantages are usually offset by the
advantages of primary data!
1515
Survey ResearchSurvey Research
The most popular technique for The most popular technique for
gathering primary data in which gathering primary data in which
a researcher interacts with a researcher interacts with
people to obtain facts, opinions, people to obtain facts, opinions,
and attitudes.and attitudes.
1616
Forms of Survey ResearchForms 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
1717
Focus GroupFocus Group
Seven to ten people who Seven to ten people who
participate in a group participate in a group
discussion led by a discussion led by a
moderator.moderator.
1818
Advantages of Advantages of On-Line Focus GroupsOn-Line Focus Groups
SpeedSpeed
Cost-effectivenessCost-effectiveness
Broad geographic Broad geographic scopescope
AccessibilityAccessibility
HonestyHonesty
1919
Questionnaire DesignQuestionnaire Design
Open-EndedQuestion
Open-EndedQuestion
Closed-EndedQuestion
Closed-EndedQuestion
Scaled-Response Question
Scaled-Response Question
An interview question that encourages an answer phrased in
respondent’s own words.
An interview question that encourages an answer phrased in
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.
2020
Types of Questions inTypes of Questions inQuestionnaire DesignQuestionnaire Design
2121
Questionnaire DesignQuestionnaire Design
Qualities Qualities of of
Good Good QuestionnairesQuestionnaires
Qualities Qualities of of
Good Good QuestionnairesQuestionnaires
Clear and ConciseClear and Concise
No Ambiguous LanguageNo Ambiguous Language
UnbiasedUnbiased
Reasonable TerminologyReasonable Terminology
2222
Observation ResearchObservation Research
A research method that relies A research method that relies
on three types of observation:on three types of observation:people watching peoplepeople watching people
people watching an activitypeople watching an activity
machines watching peoplemachines watching people
2323
Observation ResearchObservation Research
Mystery ShoppersMystery Shoppers
One-Way MirrorsOne-Way Mirrors
Types ofTypes ofObservationObservation
ResearchResearch
Types ofTypes ofObservationObservation
ResearchResearchAuditsAudits
Machines Machines WatchingWatching
PeoplePeople
Machines Machines WatchingWatching
PeoplePeople
People People Watching Watching
PeoplePeople
People People Watching Watching
PeoplePeople
People People Watching Watching an Activityan Activity
People People Watching Watching an Activityan Activity
Traffic CountersTraffic Counters
Passive People MeterPassive People Meter
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Mystery ShoppersMystery Shoppers
Researchers posing as Researchers posing as
customers who gather customers who gather
observational data about observational data about
a store and collect data about a store and collect data about
customer-employee customer-employee
interactions.interactions.
2525
ExperimentExperiment
A method a researcher uses to gather A method a researcher uses to gather
primary data in which one or more primary data in which one or more
variables are altered to determine their variables are altered to determine their
affect on another variable. affect on another variable.
2626
Sampling ProcedureSampling Procedure
SampleSample
UniverseUniverse
A subset from a large population.A subset from a large population.
The population from which a sample will be drawn.
The population from which a sample will be drawn.
2727
Sampling ProcedureSampling Procedure
UniverseUniverse SampleSample
Probability Samples
Probability Samples
Non-Probability Samples
Non-Probability Samples
2828
Probability SamplesProbability Samples
ProbabilitySample
ProbabilitySample
A sample in which every element in the population has a known statistical likelihood of being
selected.
A sample in which every element in the population has a known statistical likelihood of being
selected.
Random Sample
Random Sample
A sample arranged so that every element of the population has an equal chance of being selected.
A sample arranged so that every element of the population has an equal chance of being selected.
2929
Nonprobability SamplesNonprobability Samples
NonprobabilitySample
NonprobabilitySample
Convenience Sample
Convenience Sample
Any sample in which little or no attempt is made to get a
representative cross-section of the population.
Any sample in which little or no attempt is made to get a
representative cross-section of the population.
A form of nonprobability sample using respondents who are
convenient or readily accessible to the researcher.
A form of nonprobability sample using respondents who are
convenient or readily accessible to the researcher.
3030
Types of ErrorsTypes of Errors
Measurement Error
Measurement Error
Sampling Error
Sampling Error
Frame Error
Frame Error
Random Error
Random Error
Error when there is a difference between the information desired and the
information provided by research
Error when there is a difference between the information desired and the
information provided by research
Error when a sample somehow does not represent the target population.
Error when a sample somehow does not represent the target population.
Error when a sample drawn from a population differs from the
target population.
Error when a sample drawn from a population differs from the
target population.
Error because the selected sample is an imperfect representation of
the overall population.
Error because the selected sample is an imperfect representation of
the overall population.
3131
Field Service FirmField Service Firm
A firm that specializes in A firm that specializes in
interviewing respondents on a interviewing respondents on a
subcontracted basis. subcontracted basis.
3232
Field Service FirmsField Service Firms
Focus group facilitiesFocus group facilities
Mall intercept locationsMall intercept locations
Test product storageTest product storage
Kitchen facilitiesKitchen facilities
Retail auditsRetail audits
Provide:Provide:
3333
Data AnalysisData Analysis
One-Way Frequency CountsOne-Way Frequency Counts Record responses to a questionRecord responses to a question
Cross-TabulationCross-Tabulation
3434
Cross-TabulationCross-Tabulation
A method of analyzing data A method of analyzing data
that lets the analyst look at that lets the analyst look at
the responses to one the responses to one
question in relation to the question in relation to the
responses to one or more responses to one or more
other questions. other questions.
3535
Preparing and Presenting Preparing and Presenting the Reportthe Report
Concise statement of the research Concise statement of the research objectivesobjectives
Explanation of research designExplanation of research design
Summary of major findingsSummary of major findings
Conclusion with recommendationsConclusion with recommendations
3636
Following UpFollowing Up
Were the recommendations followed?Were the recommendations followed?
Was sufficient decision-making information Was sufficient decision-making information included in the report?included in the report?
What could have been done to make What could have been done to make the report more useful to management?the report more useful to management?
3737
Impact of the InternetImpact of the Internet
Allows better and faster decision makingAllows better and faster decision making
Improves ability to respond quickly to Improves ability to respond quickly to customer needs and market shiftscustomer needs and market shifts
Makes follow-up studies and research Makes follow-up studies and research easiereasier
Slashes labor- and time-intensive research Slashes labor- and time-intensive research activitiesactivities
3838
Advantages of Internet SurveysAdvantages of Internet 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
3939
Internet SamplesInternet Samples
UnrestrictedInternet Sample
UnrestrictedInternet Sample
ScreenedInternet Sample
ScreenedInternet Sample
RecruitedInternet Sample
RecruitedInternet Sample
A survey in which anyone with a computer and modem can fill out
the questionnaire.
A survey in which anyone with a computer and modem can fill out
the questionnaire.
An Internet sample with quotas based on desired sample
characteristics.
An Internet sample with quotas based on desired sample
characteristics.
A sample in which respondents are prerecruited and must
qualify to participate.
A sample in which respondents are prerecruited and must
qualify to participate.
4040
Sales ForecastingSales Forecasting
Companies also use market research in Companies also use market research in order to predict future sales.order to predict future sales.
Look at historical data, sales analysis and Look at historical data, sales analysis and predict what sales will be in the future.predict what sales will be in the future.
**Important always but, even more so if **Important always but, even more so if your company is launching a new product your company is launching a new product or installing a new marketing plan based or installing a new marketing plan based on research factors.on research factors.