mc g h g&l chap010
TRANSCRIPT
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C H A P T E R
Marketing Research
10
Copyright © 2014 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
10-2
L E A R N I N G O B J E C T I V E S
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Identify the five steps in the marketing research process.
Describe the various secondary data sources.
Describe the various primary data collection techniques.
Summarize the differences between secondary data and primary data.
Examine the circumstances under which collecting information on consumers is ethical.
Marketing Research
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The Marketing Research Process
Defining the objectives and research needs
Designing the research
Data collection process
Analyzing data and developing insights
Action plan and implementation
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Step 1: Defining Objectives and Research Needs
What information is
needed to answer specific
research questions?
How should that
information be obtained?
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Step 2: Designing the Research
Type of data Type of research
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Step 3: Data Collection Process
Secondary data Primary data
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Converting data into information to explain, predict and/or evaluate a particular situation.
Step 4: Analyzing Data and Developing Insights
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Step 5: Action Plan and Implementation
Executive Summary
Body
Conclusions
Limitations
Supplements including tables, figures, appendices
Digital Vision/Getty Images
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CHECK YOURSELF
1. What are the steps in the marketing research process?
2. What is the difference between data and information?
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External Secondary Data
Syndicated Data
Scanner Research
Panel Research
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Internal Secondary Data
Data Warehouse
Data Mining
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CHECK YOURSELF
1. What is the difference between internal and external secondary research?
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Qualitative versus QuantitativeData Collection Techniques
Datacollectionresearch
Qualitative research
Observation In-Depth interviews
Focus groups Social media
Quantitative research
Experiments Survey
Scanner Panel
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CHECK YOURSELF
1. What are the types of qualitative research?
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Advantages and Disadvantages of Secondary and Primary Data
Type Examples Advantages Disadvantages
Secondary Research
Primary Research
Census data Sales invoices Internet information Books Journal articles Syndicated data
Saves time in collecting data because they are readily available
Free or inexpensive (except for syndicated data)
May not be precisely relevant to information needs
Information may not be timely Sources may not be original,
and therefore usefulness is an issue
Methodologies for collecting data may not be appropriate
Data sources may be biased
Observed consumer behavior Focus group interviews Surveys Experiments
Specific to the immediate data needs and topic at hand Offers behavioral insights generally not available from secondary research
Costly Time consuming Requires more sophisticated training and experience to
design study and collect data
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CHECK YOURSELF
1. What are the types of quantitative research?
2. What are the advantages and disadvantages of primary and secondary research?
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The Ethics of Using Customer Information
Strong ethical orientation
Adhere to ethical practices
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CHECK YOURSELF
1. Under what circumstances is it ethical to use consumer information in marketing research?
2. What challenges do technological advances pose for the ethics of marketing research?
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Data are raw numbers or other factual information that, on their own, have limited value to marketers.
Glossary
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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.
Glossary
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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.
Glossary
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Panel research is a type of quantitative research that involves collecting information from a group of consumers (the panel) over time.
Glossary
10-23
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Scanner research is a type of quantitative research that uses data obtained from scanner readings of UPC codes at check-out counters.
Glossary
10-24
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A survey is a systematic means of collecting information from people that generally uses a questionnaire.
Glossary
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Syndicated data are data available for a fee from commercial research firms such as Information Resources Inc. (IRI), National Purchase Diary Panel, and ACNielsen.
Glossary