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8/3/2019 7 Marketing Research
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MarketingMarketing
researchresearch
8/3/2019 7 Marketing Research
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Previewing concepts (1)
Explain the importance of information
to the company and its understanding
of the marketplace
Define the marketing information system anddiscuss its parts
Outline the steps in the marketing research
process
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Previewing concepts (2)
Explain how companies analyse and
distribute marketing information
Discuss the special issues some marketing
researchers face, including public policy andethics issues
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What is a
marketing information system?
A marketing information system
(MIS) includes the people, equipment,
and procedures to gather, sort,analyse, evaluate, and distribute
needed, timely, and accurate
information to marketing decision
makers.
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Figure 7.1
The marketing information system
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Developing marketing information
Internal data
Marketing intelligence
Marketing research
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Developing marketing information
Marketing Birmingham
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Sources of
competitive intelligence
Executives
Engineers
Scientists
Purchasing agents
Sales force
Suppliers
Resellers
Customers
Published information
Competitors
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What is marketing research?
Marketing research is the systematic
design, collection, analysis and
reporting of data relevant to a specificmarketing situation facing an
organisation.
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Figure 7.2
The marketing research process
Defining the problem and
research objectives
Developing the researchplan for collecting information
Implementing the
research plan
Interpreting and reporting
the findings
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Research Objectives
Exploratory research seeks to gather
preliminary information that will help
define the problem and suggest
hypotheses Descriptive research describes thing like market
potential or consumer attitudes
Causal research seeks to test hypotheses aboutcause-and-effect relationships
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Information Needs
Information collected specifically
for the purpose at hand is called
primary data
Information collected already for some
other purpose is known as secondary data
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Evaluating secondary data
How relevant is the data to the
project at hand?
How accurate is the data? How current is the data?
Were the data collected by an impartial
party?
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Decisions associated with
primary data collection
Research approach
Contact method
Sampling plan
Research instruments
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Primary data collection:
research approaches
Observational
Survey
Experiment
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What is ethnographic research?
Ethnographic research is a form of
observational research that involves
sending trained observers to watch andinteract with consumers in their natural
habitat.
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What is survey research?
Survey research is the gathering of
primary data by asking people
questions about their knowledge,attitudes, preferences, and buying
behaviour.
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What is experimental research?
Experimental research is the
gathering of primary data by select
matched groups of subjects, givingthem different treatments, controlling
related factors and checking for
differences in group responses.
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Primary data collection:
contact methods
Telephone
Personal
Online
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Personal interviewing
Focus group interviewing utilises a
small sample of typical consumers under
the direction of a group leader who elicits
their reaction to a stimulus such as an ad orproduct concept
Individual interviewing involves talking with
people in their homes or offices on the street or
in shopping centres
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Primary data collection:
sampling plan
Sampling unit
Sample size
Sampling procedure
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Designing a sample
Who is to be surveyed?
How many people should be
surveyed?
How should the people in the sample
be chosen?
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Designing questionnaires
Should questions be closed-ended
or open-ended?
How should questions be worded?
How should the questions be ordered?
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Designing questionnaires
Marketing Birmingham
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Mechanical instruments
Eye cameras
People meters
Checkout scanners
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Analysing marketing information
Data may be analysed using advanced
statistical methods and the development
of econometric models
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Marketing research for small
business and non-profit organisations
Research can be based on simple
observation
S
mall scale surveys can be conducted usingconvenience samples
Managers can conduct simple experiments
Secondary information is easily available
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Issues facing
international marketing research
Diverse markets in different countries
Difficulty finding good secondary data
Difficulty recruiting good samples
Communication modes (telephone, internet)may not be widespread
Language is an obstacle
Attitudes toward marketing research vary
Illiteracy rates may limit participation
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Public policy and ethics
Intrusions on consumer privacy
Misuse of research findings
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Discussing the concepts (1)
Determine how the activities in Figure 7.1would apply to Reebok developing the
information it needs to market a new
running shoe.
List three different sources of internal data useful
for a mobile phone company. How could the data
be useful for creating mobile phone services that
provide greater customer value and satisfaction?
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Discussing the concepts (2)
Outline the strengths and weaknesses ofmarketing research conducted online.
How does your college use an intranet to
help its students access data?
List three ways, using limited resources, in which
a director of fundraising for a small non-profit
organisation could gather information about
primary donor groups.