Marketing Research PPT Slides

1 Explain the concept and purpose of a
marketing decision support system
2
Define marketing research and explain
its importance to marketing decision
making
Describe the steps involved in

3
conducting a marketing research
project
© Cengage Learning Inc. 2013. All Rights Reserved. 1
Marketing Decision
Support Systems
. Characteristics:
 Interactive
 Flexible
 Discovery Oriented
 Accessible
1
Market Research and Business
Consulting Company
• http://www.youtube.com/watch?v
=pNihCme3hMI
© 2013 by Cengage Learning Inc. All Rights Reserved. 3

Database Marketing
The creation of a large computerized file of

customers’ and potential customers’ profiles and
purchase patterns.
http://www.youtube.com/watch?v=K2fylWquIqI
http://www.youtube.com/watch?v=WzZzDNYIk5E
1
The Role of
Marketing Research
Marketing research is the process of

planning, collecting, and analyzing
data relevant to a marketing
decision.
2
Marketing Briefs: What is Market
Research?
• http://www.youtube.com/watch?v=2-
q2vwa_n2I&list=TLLCU71txxwuhqCjzJLseLE0y
_dtBhIHMY
6 © 2013 by Cengage Learning Inc. All Rights Reserved.

The Role of
Marketing Research
Gathering and presenting
Descriptive factual statements
Diagnostic Explaining data
Predictive Address “what if”

questions
2
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
8
© Cengage Learning Inc. 2013. All Rights Reserved.
Why Use Pinterest for Market
Research
• http://www.youtube.com/wa
tch?v=nagPJtYIAFQ
9 © Cengage Learning Inc. 2013. All Rights Reserved.

The Marketing Research
1 Process
Define
Problem
2
Plan Design/ 3 Specify
Primary Data
Sampling
Procedure 4
Collect
Data
5 Analyze
Data
6 Prepare/
Present
7 Report
Follow Up

10
The Basics of Marketing Research
• http://www.youtube.com/watch?v=g0pl
q2E9ZjQ

Market Research Process
• http://www.youtube.com/watch?v=T3kOuTAS
gRA

How to Conduct Market Research
• http://www.youtube.com/watch?v=cjk0dbB0u
Mw

Sources of
Secondary Data
Internal Corporate Information
Government Agencies
Trade and Industry Associations
Business Periodicals
News Media
3
Different sources of secondary
data
=iYQtSf-eJO0

Primary vs. Secondary Sources
=g0plq2E9ZjQ
=3E3mEKNuquQ

Find market data, industry
statistics and company profiles
=GvkIar1PtJ8

Advantages of
Secondary Data
 Saves time and money if on
target
 Aids in determining direction for
primary data collection
 Pinpoints the kinds of people to
approach
 Serves as a basis of comparison
for other data
3
Disadvantages of
Secondary Data
 May not give adequate

detailed information
 May not be on target with
the research problem
 Quality and accuracy of data
may pose a problem
3
The New Age of Secondary
Information: The Internet
The rapid development of the

Internet has eliminated much of
the drudgery associated with the
collection of secondary data.
3
Marketing Research
Aggregators
Acquire, catalog, reformat, segment, and

resell reports already published by large
and small marketing research firms.
Databases are getting bigger, more
comprehensive, and easier to search.
http://www.youtube.com/watch?v=I117c
2kIe14
3
Planning the Research Design
Which research How and when

questions will data be
must be answered? gathered?
?
How will
the data
be analyzed?
3
22
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
3
Disadvantages of
Primary Data
 Primary data can be very

expensive.
Disadvantages are usually

offset by the advantages
of primary data.
3
Survey Research
The most popular technique for
gathering primary data, in which a
researcher interacts with people to
obtain facts, opinions, and attitudes.
3
Domino's® Pizza Turnaround
• Domino’s Pizza did something

radical
• Domino’s turned to research
using social media channels and
focus groups.
• launched a $75 million “Pizza
Turnaround” promotion
campaign

Domino's® Pizza Turnaround
=AH5R56jILag (Pt. 1)
=z3GcLH_834E (Pt. 2)

Forms of Survey Research
In-Home Interviews
Mall Intercept Interviews
Telephone Interviews
Mail Surveys
Executive Interviews
3 Focus Groups
28
Questionnaire Design
An interview question that
Open-Ended
encourages an answer phrased in
Question
the respondent’s own words.
An interview question that asks

Closed-Ended
the respondent to make a selection
Question
from a limited list of responses.
Scaled- A closed-ended question

Response designed to measure the intensity
Question of a respondent’s answer.
3
Clear and concise
No ambiguous language
Avoid leading questions
Avoid two questions in one
3
10 Step Guide to
=53mASVzGRF4

Observation Research
A research method that relies on

four types of observation:
 people watching people
 people watching an activity
 machines watching people
 machines watching an activity
http://www.youtube.com/watch?v=
xSsszDVuGcs
3
Observational Research
Researchers posing as customers

Mystery
who gather observational data about
Shoppers a store.
A form of observation marketing
Behavioral research that uses data mining
Targeting coupled with identifying Web surfers
(BT) by the IP addresses.
http://www.youtube.com/watch?v=WP
fDN97lEQY
3
Ethnographic Research
The study of human behavior in its natural

context; involves observation of behavior and
physical setting.
http://www.youtube.com/watch?v=pfUpu-
218Oo
3
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.
• http://www.youtube.com/watch?v=-
Y4QTYdNSd4
3
Collecting the Data
Field Service Firms provide:

 Focus group facilities
 Mall intercept locations
 Test product storage
 Kitchen facilities
 http://www.youtube.com/
watch?v=Hyh91AC_tAM
3
Analyzing the Data
Cross Tabulation:
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.
http://www.youtube.com/watch?v=RbzVVcPls
U8
3
Statistics - Sampling,
Surveying and Data Analysis
=YtDDoRL86EY

Preparing and
Presenting the Report
 Concise statement of the research
objectives
 Explanation of research design
 Summary of major findings
 Conclusion with recommendations
3
4 Discuss the profound impact of the Internet
on marketing research
5 Discuss the growing importance of scanner-

based research
6 Explain when marketing research should be

conducted
7 Explain the concept of competitive

intelligence

The Profound Impact of the Internet
On Marketing Research
How has technology impacted marketing
strategy?
http://www.youtube.com/watch?v=xsiHAO0g
q74
Discuss the profound impact of the Internet

on marketing research
http://www.youtube.com/watch?v=efYINOle
qPw
4
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
4
Advantages of
Internet Surveys
Rapid development,
Real-time reporting
Reduced costs
Personalized questions
and data
Improved respondent
participation
Contact with the

hard-to-reach
4
Uses of the Internet by
Marketing Researchers
Administer surveys
Conduct focus groups

http://www.youtube.com/watch?v=DLhIl77xdAA
Other types of marketing research
4
Methods of Collecting Online
Surveys
• Web Survey Systems

• Survey Design and Web Hosting
Sites
• Online Panel Providers
4
Advantages of Online
Focus Groups
 Better participation rates

 Cost-effectiveness
 Broad geographic scope
 Accessibility
 Honesty
4
Web Community Research
• A carefully selected group of

consumers who agree to participate in
an ongoing dialogue with a particular
corporation.
Web communities:
– Engage customers
– Achieve customer-derived innovations
– Establish brand advocates
– Offer real-time results
4
Text Message-Based Research
Allows researchers to text a basic

question
• Quick follow-up to responders
• Wide demographic reach
• High feedback rates
4
Blogging Assignments
Marketers assign respondents to

write blog entries when they use the
assigned product.
• Can span long or short time periods
• Offer a closer look at consumer use
• Inexpensive, allowing larger
numbers of respondents
4
Role of Consumer-Generated
Media in Marketing Research
 CGM comes from various

sources: blogs, message boards,
review sites, podcasts, etc.
 CGM is trusted more than
traditional advertising.
4
Scanner-Based Research
Discuss the growing

importance of
scanner-based research
5
A 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
Research program that Sales-tracking service

tracks the purchases of for the consumer
3,000 households packaged-goods
through store scanners in industry
each research market
5
BehaviorScan
With such a measure of household purchasing, it is
possible to manipulate marketing variables, such as
television advertising or consumer promotions, or to
introduce a new product and analyze real changes in
consumer buying behavior.
InfoScan
Retail sales, detailed consumer purchasing
information (including measurement of store loyalty
and total grocery basket expenditures), and
promotional activity by manufacturers and retailers
are monitored and evaluated for all bar-coded
products.
Data are collected weekly from more than 70,000

supermarkets, drugstores, and mass merchandisers.
5
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
6
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
6
A Simple Flow Model of the Customer
Relationship Management System
Identify customer relationships
Leverage customer Understand interactions

information with current customer base
Capture customer data

Identify best customers
based on interactions
Store and integrate

customer data using IT
Competitive Intelligence
An intelligence system that

helps managers assess their
competition and vendors in
order to become more
efficient and effective
competitors.
7
Competitive Intelligence (CI)
An intelligence system that helps

managers assess their competition
and vendors in order to become
more efficient and effective
competitors.
7
Sources of
Competitive Intelligence
Internet UCC Filings
Company Salespeople Suppliers
Industry Experts Periodicals
CI Consultants Yellow Pages
Government Agencies Trade Shows
7
A Day in the Life - Market
Research Analyst
=TsOgNmeeQHo

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1 Explain the concept and purpose of a

marketing decision support system

Describe the steps involved in

© 2013 by Cengage Learning Inc. All Rights Reserved. 3

The creation of a large computerized file of

Marketing research is the process of

6 © 2013 by Cengage Learning Inc. All Rights Reserved.

Diagnostic Explaining data

Predictive Address “what if”

9 © Cengage Learning Inc. 2013. All Rights Reserved.

© Cengage Learning Inc. 2013. All Rights Reserved.

11 © Cengage Learning Inc. 2013. All Rights Reserved.

12 © 2013 by Cengage Learning Inc. All Rights Reserved.

13 © 2013 by Cengage Learning Inc. All Rights Reserved.

Trade and Industry Associations

© 2013 by Cengage Learning Inc. All Rights Reserved. 15

© 2013 by Cengage Learning Inc. All Rights Reserved. 16

© 2013 by Cengage Learning Inc. All Rights Reserved. 17

 May not give adequate

The rapid development of the

Acquire, catalog, reformat, segment, and

Which research How and when

 Primary data can be very

Disadvantages are usually

• Domino’s Pizza did something

© 2013 by Cengage Learning Inc. All Rights Reserved. 26

© 2013 by Cengage Learning Inc. All Rights Reserved. 27

Mall Intercept Interviews

An interview question that asks

Scaled- A closed-ended question

Clear and concise

Avoid leading questions

Avoid two questions in one

© 2013 by Cengage Learning Inc. All Rights Reserved. 31

A research method that relies on

Researchers posing as customers

The study of human behavior in its natural

Field Service Firms provide:

© 2013 by Cengage Learning Inc. All Rights Reserved. 38

 Explanation of research design

 Summary of major findings

 Conclusion with recommendations

5 Discuss the growing importance of scanner-

6 Explain when marketing research should be

7 Explain the concept of competitive

© Cengage Learning Inc. 2013. All Rights Reserved. 40

Discuss the profound impact of the Internet

 Under appropriate conditions, can represent

Contact with the

Conduct focus groups

Other types of marketing research

• Web Survey Systems

 Better participation rates

• A carefully selected group of

Allows researchers to text a basic

Marketers assign respondents to

 CGM comes from various

Discuss the growing

Research program that Sales-tracking service

Data are collected weekly from more than 70,000

When the expected value

 When the expected value of

Identify customer relationships

Leverage customer Understand interactions