chapter

marketing research

ten

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10-2

LEARNING OBJECTIVES

LO 10-1 Identify the five steps in the marketing research process.

LO 10-2 Describe the various secondary data sources.

LO 10-3 Describe the various primary data collection techniques.

LO 10-4 Summarize the differences between secondary data and primary data.

LO 10-5 Examine the circumstances in which collecting information on consumers is

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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

check yourself

10-8

1.What are the steps in the marketing research process?

2.What is the difference between data and information?

10-9

External Secondary DataSyndicated Data

Name Services ProvidedACNielsen (www.acnielsen.com)

With its Market Measurement Services, the company tracks the sales of consumer packaged goods, gathered at the point of sale in retail stores of all types and sizes.

SymphonyIRI Group (www.symphonyiri.com)

InfoScan store tracking provides detailed information about sales, share, distribution, pricing, and promotion across a wide variety of retail channels and accounts.

J.D. Power and Associates (www.jdpower.com)

Widely known for its automotive ratings, it produces quality and customer satisfaction research for a variety of industries.

Mediamark Research Inc. (www.mediamark.com)

Supplies multimedia audience research pertaining to media and marketing planning for advertised brands.

National Purchase Diary Panel (www.npd.com)

Based on detailed records consumers keep about their purchases (i.e., a diary), it provides information about product movement and consumer behavior in a variety of industries.

NOP World (www.nopworld.com)

The mKids US research study tracks mobile telephone ownership and usage, brand affinities, and entertainment habits of American youth between 12 and 19 years of age.

Research and Markets (www.researchandmarkets.com)

Promotes itself as a one-stop shop for market research and data from most leading publishers, consultants, and analysts.

Roper Center for Public Opinion Research (www.ropercenter.uconn.edu)

The General Social Survey is one of the nation’s longest running surveys of social, cultural, and political indicators.

Simmons Market Research Bureau (www.smrb.com)

Reports on the products American consumers buy, the brands they prefer, and their lifestyles, attitudes, and media preferences.

Yankelovich (www.yankelovich.com)

The MONITOR tracks consumer attitudes, values, and lifestyles shaping the American marketplace.

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External Secondary DataScanner Research

Cou

rtesy

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IRI Website

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External Secondary DataPanel Research

Group of consumers Survey or sales receipts

What are they buying

or not buying?

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Flying Colours Ltd/Getty Images

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Internal Secondary Data

Data Warehouse

Data Mining

check yourself

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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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Data Collection

Qualitative Research

Observation Social Media In-depth interview

Focus group

In-Store Tracking Analytics

check yourself

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1.What are the types of qualitative research?

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Survey Research

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Web Surveying

• Response rates are relatively high

• Respondents may lie less

• It is inexpensive• Results are

processed and received quickly

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How do firms successfully use web surveying?

Using Web Surveying

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Experimental Research

AP Photo/Mary Altaffer

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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

check yourself

10-22

1.What are the types of quantitative research?

2.What are the advantages and disadvantages of primary and secondary research?

10-23

The Ethics of Using Customer Information

Strong ethical orientation

Adhere to ethical practices

check yourself

10-24

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?