Core 7e Ch07ppt r1

Marketing: The Core 6e MGH
Slide 7-1
Sean M. Keyani MKT304; David Nazarian College of Business and Economics
FIGURE 7-A Marketing research questions
asked in test screenings of movies that lead to
specific actions

Slide 7-2
REDUCING THE RISK OF A MOVIES FAILURE WITH
TEST SCREENINGS AND TRACKING STUDIES
Reducing the Risk of a Movies

Failure with Test Screenings and
Tracking Studies
Converting Marketing Research

Results into Actions
Avatar
Movie Trailer

Slide 7-3
THE ROLE OF MARKETING RESEARCH
What is Marketing Research?
The Challenges in Doing

Good Marketing Research
Five-Step Marketing Research Approach
Decision Decision Making

Slide 7-4
FIGURE 7-1 Five-step marketing research
approach leading to marketing actions

Slide 7-5
STEP 1: DEFINE THE PROBLEM
SET THE RESEARCH OBJECTIVES
Be Specific, Measurable,
and Achievable
Have a Clear
Research Purpose
Must Lead to
Marketing Actions LEGO Video

Slide 7-6
STEP 1: DEFINE THE PROBLEM
IDENTIFY POSSIBLE MARKETING ACTIONS
Measures of Success
Measure of Success: Playtime Possible Marketing Actions
Children Spent More Time Continue with Old Design;

Playing with Old Design Dont Introduce New Design
Children Spent More Time Introduce New Design;

Playing with New Design Drop Old Design

Slide 7-7
STEP 2: DEVELOP THE RESEARCH PLAN
SPECIFY CONSTRAINTS
Constraints
Identify Data Needed

for Marketing Actions

Slide 7-8
STEP 2: DEVELOP THE RESEARCH PLAN
DETERMINE HOW TO COLLECT DATA
Concepts
New-Product Concept
Methods
Sampling
Statistical Inference

Slide 7-9
STEP 3: COLLECT RELEVANT
INFORMATION
Data
Secondary Data
Primary Data

Slide 7-10
FIGURE 7-2 Types of marketing information

Slide 7-11
STEP 3: COLLECT RELEVANT DATA
SECONDARY DATA
Internal
Marketing Input Data
Marketing Outcome Data

Slide 7-12
SECONDARY DATA
External
Census Bureau
U. S. American
2010 Community
Census Survey
Census 2010
U. S. 2012 Economic Census

Slide 7-13
SECONDARY DATA
External
Syndicated Panel
Nielsen TV Ratings
J.D. Power Surveys
IRI InfoScan

Slide 7-14
SECONDARY DATA
External
Trade Associations
Universities
Business Periodicals

Slide 7-15
MARKETING MATTERS
Online Databases & Internet Resources
Statistical & Wall Street

CNBC
Financial Data Journal
Fox Census
Business Bureau
News
Portals &
USA.gov Google
Search
Engines

Slide 7-16
SECONDARY DATA
Advantages
Time Savings
Inexpensive
Disadvantages
Out of Date
Definitions/Categories Not Right
Not Specific Enough
Slide 7-17
PRIMARY DATAWATCHING PEOPLE
Observational Data
Mechanical Methods
Nielsens People Meter
Nielsens TV Ratings

Slide 7-18
FIGURE 7-3 Nielsen Broadcast Ranking Report
for network TV primetime households
Nielsen
Top 10

Slide 7-19
PRIMARY DATAWATCHING PEOPLE
Personal Methods
Mystery Shopper
Videotaping
Ethnographic Research
Neuromarketing Methods
Slide 7-20
PRIMARY DATAASKING PEOPLE
Questionnaire Data
Idea Generation Methods
Individual Interviews
Depth Interviews

Slide 7-21
Idea Generation Methods
Focus Groups
Trend Hunter
Fuzzy Front End Ex: Trend Hunting

Slide 7-22
Idea Evaluation Methods
Personal Telephone
Interview Surveys
Surveys
Online
Mail/Fax (E-Mail/
Surveys Internet)
Surveys
Mall Intercept Interview Surveys
Slide 7-23
FIGURE 7-B Comparison of types of surveys

Slide 7-24
PRIMARY DATAQUESTION FORMATS
Open-Ended Questions
Closed-End or Fixed
Alternative Questions
Dichotomous Questions
Semantic Differential Questions
Likert Scale Questions

Slide 7-25
FIGURE 7-4A Different types of questions in a
sample Wendys survey (Q1 Q6)

Slide 7-26
FIGURE 7-4A (Q1) Sample Wendys survey:
Open-ended question

Slide 7-27
Dichotomous question

Slide 7-28
Multiple choice question

Slide 7-29
Attitudinal question

Slide 7-30
Semantic differential scale question

Slide 7-31
FIGURE 7-4B (Q6) Sample Wendys survey:
Likert scale question

Slide 7-32
FIGURE 7-4B Different types of questions in a
sample Wendys survey (Q7 Q9)

Slide 7-33
Media behavior question

Slide 7-34
Usage behavior question

Slide 7-35
Demographic questions

Slide 7-36
FIGURE 7-C Typical problems when wording
questions

Slide 7-37
PRIMARY DATAOTHER SOURCES
Social Media
Carmex Lip Balm

Slide 7-38
USING MARKETING DASHBOARDS
Are the Carmex Social Media Programs Working Well?
Conversation Velocity, Share of Voice, and Sentiment

Slide 7-39
Panels
Experiments
Independent Variable:
The Cause (Drivers)
Dependent Variable:
The Result
Test Markets
Slide 7-40
Information Technology
Data Warehouse
Sensitivity Analysis
Data Mining
RFID Technology
Slide 7-41
FIGURE 7-5 How marketing researchers and
managers use information technology to turn
information into action

Slide 7-42
MAKING RESPONSIBLE DECISIONS
The Downside of Data Mining
Reveals Personal Information
Collected via Cookies and Apps
Enables Personalization and Targeting

Ghostery

Slide 7-43
+/ OF PRIMARY DATA
Advantage
More Specific to the Problem
Disadvantages
Expensive
Time Consuming to Collect

Slide 7-44
STEP 4: DEVELOP FINDINGS
Analyze the Data
How are Sales?
What Factors
Contribute to
Sales Trends?
Present the Findings

Slide 7-45
FIGURE 7-6 Marketing dashboards that
present findings to Tonys marketing manager
that lead to recommendations and actions

Slide 7-46
FIGURE 7-6A Findings presented to Tonys
marketing manager

Slide 7-47
FIGURE 7-6B Findings presented to Tonys
marketing manager

Slide 7-48
FIGURE 7-6C Findings presented to Tonys
marketing manager

Slide 7-49
FIGURE 7-6D Findings presented to Tonys
marketing manager

Slide 7-50
STEP 5: TAKE MARKETING ACTIONS
Make Action
Recommendations
Implement the Action

Recommendations
Evaluate the Results

The Decision Itself
The Decision Process Used
Slide 7-51
SALES FORECASTING TECHNIQUES
Sales Forecast
Judgments of the Decision Maker

Direct Forecast
Lost-Horse Forecast
Surveys of Knowledgeable Groups

Survey of Buyers Intentions Forecast
Salesforce Survey Forecast
Slide 7-52
SALES FORECASTING TECHNIQUES
Statistical Methods
Trend Extrapolation
Linear Trend Extrapolation

Slide 7-53
FIGURE 7-7 Linear trend extrapolation of sales
revenues at Xerox, made at the start of 2000

Slide 7-54
FIGURE 7-D Top-down forecast: Survey of
Buying Power

Slide 7-55
Websites for Marketers
American American The Wall

Marketing Advertising Street
Association Federation Journal
Drudge Bloomberg Fox

Report Businessweek Business
CNBC YouTube Google
eBay Amazon.com USA.gov

Slide 7-56
Marketing Research
Marketing research is the

process of defining a marketing
problem and opportunity,
systematically collecting and
analyzing information, and
recommending actions.

Slide 7-57
Measures of Success
Measures of success are criteria

or standards used in evaluating
proposed solutions to the problem.

Slide 7-58
Constraints
Constraints are, in a decision,

the restrictions placed on
potential solutions to a problem.

Slide 7-59
Data
Data are the facts and figures

related to the project that are
divided into two main parts:
secondary data and primary data.

Slide 7-60
Secondary Data
Secondary data are the facts

and figures that have already
been recorded prior to the project
at hand.

Slide 7-61
Primary Data
Primary data are the facts and

figures that are newly collected for
the project.

Slide 7-62
Observational Data
Observational data are the facts

and figures obtained by watching,
either mechanically or in person,
how people actually behave.

Slide 7-63
Questionnaire Data
Questionnaire data are the

facts and figures obtained by
asking people about their
attitudes, awareness, intentions,
and behaviors.

Slide 7-64
Information Technology
Information technology involves

operating computer networks that
can store and process data.

Slide 7-65
Sales Forecast
A sales forecast consists of the

total sales of a product that a firm
expects to sell during a specified
time period under specified
environmental conditions and its
own marketing efforts.

Slide 7-66

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Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

Reducing the Risk of a Movies

Converting Marketing Research

Marketing: The Core 6e MGH

What is Marketing Research?

The Challenges in Doing

Five-Step Marketing Research Approach

Decision Decision Making

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

Measure of Success: Playtime Possible Marketing Actions

Children Spent More Time Continue with Old Design;

Children Spent More Time Introduce New Design;

Marketing: The Core 6e MGH

Identify Data Needed

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

Marketing Input Data

Marketing Outcome Data

Marketing: The Core 6e MGH

U. S. 2012 Economic Census

Marketing: The Core 6e MGH

J.D. Power Surveys

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

Statistical & Wall Street

Marketing: The Core 6e MGH

Nielsens People Meter

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

Idea Generation Methods

Marketing: The Core 6e MGH

Idea Generation Methods

Fuzzy Front End Ex: Trend Hunting

Marketing: The Core 6e MGH

Idea Evaluation Methods

Marketing: The Core 6e MGH

Semantic Differential Questions

Likert Scale Questions

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

Carmex Lip Balm

Marketing: The Core 6e MGH

Conversation Velocity, Share of Voice, and Sentiment

Marketing: The Core 6e MGH

Marketing: The Core 6e MGH

Reveals Personal Information

Collected via Cookies and Apps

Enables Personalization and Targeting

Marketing: The Core 6e MGH