Insert Chapter Title Screen. Understand how marketing research can contribute to a firm’s competitive advantage. Understand that market research includes

• Insert Chapter Title Screen

• Understand how marketing research can contribute to a firm’s competitive advantage.

• Understand that market research includes consumer research, competitor research, and channel research, and explain how consumer research uses the basic marketing research process and various methods to study consumers and their choices.

Understand how marketing research can contribute to a firm’s competitive advantage

Understand that market research includes consumer research, competitor research, and channel research, and explain how consumer research uses the basic marketing research process and various methods to study consumers and their choices

• Understand how marketing research can contribute to a firm’s competitive advantage.

• Understand that market research includes consumer research, competitor research, and channel research, and explain how consumer research uses the basic marketing research process and various methods to study consumers and their choices.

Understand that an important part of market research is to study the history of competition, as well as examining current and potential competitors

Understand how to research and analyze trading systems and distribution channels

THE COMPETITIVE IMPORTANACE OF MARKET RESEARCH

• Consumer research• Competitive research• Distribution research• Public policy research (beyond scope of

chapter)

Consumer Research

• Consumer Research Process

Consumer Research

PresentPresent

FindingsFindings

AnalyzeAnalyze

InformationInformation

PrimaryPrimary

ResearchResearch

Quick PrimaryQuick Primary

ResearchResearch

SecondarySecondary

ResearchResearch

DefineDefine

ProblemProblem

ProblemProblem

RecognitionRecognition

Secondary Data Analysis

• U.S. Census Bureau• Trade Associations• World Wide Web

Qualitative Consumer Research

• Voice of the customer• Voice of the customer

• Hands-on consumer research


• Motivational research• Motivational research

Qualitative Consumer ResearchQualitative Consumer Research

• Expression of the preferences, opinions and motivations of the customer

• Voice of the customer• Voice of the customer


• Motivational research

Qualitative Observation ResearchQualitative Observation Research

• Conducted by direct observation by managers of the way current customers use specific products and brands

• Motivational research

• Voice of the customer



Qualitative Observation ResearchQualitative Observation Research

• Research method directed at discovering the conscious or subconscious reason that motivates a person’s behavior

• Voice of the customer

• Motivational research• Motivational research


Consumer Visits in Business-to-Business Marketing

http://www.3m.com/

http://www.ual.com/

http://www.marriott.com/

Consumer Visits in Business-to-Business Marketing

• Marketing executives must gain firsthand experience of being a customer of their firm and competition.

Focus Group Research

• A focus group is a carefully recruited group of

• Six to twelve people who participate in a free wheeling,

• One to two hour discussion that focuses on a particular

• Subject, such as product usage, shopping habits, etc.

Consumer Survey Research

• Sampling and surveying of a population of consumers using a carefully prepared set of questions.

• Table 4.1


• Table 4.2


Sampling

• Random Sampling from a Complete List of the Population

• Convenience Samples of a Population Convenience quota sample Panel of households

Question Design

• Scales Ratio scale Interval scale

Question Design

• Reliability – the consistency of data.• Validity – accuracy in measuring what

was intended to be measured.

• Table 4.3

Question Design

Question Design

• Pretest – is undertaken before the major study to test the validity and reliability of measures and other components of the study’s research methodology.

Electronic Observational Research

• Universal Product Code (UPC) – bar code on a product’s package that provides information read by optical scanners.

• European Article Numbers (EAN) – European version of the UPC located on a product’s package that provides information read by optical scanners.

Electronic Observational Research

• Bar-coding and scanning

• Table 4.4

Geodemographic Information

• Figure 4.2

Decision Support Systems

• Figure 4.3

COMPETITOR RESEARCH

• Figure 4.4

COMPETITOR RESEARCH

• Table 4.6

Auditing Current Competitors

• Table 4.7

Auditing Current Competitors

Table 4.8

CHANNEL RESEARCH

Table 4.9

CHANNEL RESEARCH

Supplemental Material

AMA Definition of Marketing Research

• Specifies the information needed• Designs the method of collecting information• Manages and implements the data collection process• Analyzes the results • Communicates the findings and implications

Types of Marketing Research Firms

• Syndicated Service Firms

• Full-Service Research firms


• Collect and distribute for many firms

• Firms share the cost• Examples: A.C. Nielson, J.D.

Powers, Simmons, Arbitron

Syndicated Service FirmsSyndicated Service Firms

http://www.nielsenmedia.com/


• Collect and distribute for one client• Client assumes entire cost of project• Research firm takes over marketing

research function on behalf of client

Full-Service Research FirmsFull-Service Research Firms

The Marketing Research ProcessFeed

back

Feed

back

• Define the problem• Define the problem

• Research design

• Data collection

• Analysis, interpretation and presentation

Problem Definition

• Well defined problems are half solved

• Help set research objectives • Help define data collection process

Exploratory Research

• Helps gain understanding of the research question

• Aids in understanding the cause(s) of the problem

• Discuss the problem with informed sources - customers, suppliers, etc.

• Analyze internal records and data


back

Feed

back • Research design• Research design

• Data collection


• Define the problem

Research Design

• Master plan for research• Identifies the need for primary

versus secondary data

Research Design

Primary Data

• Information or statistics collected for the first time during a marketing research study

Primary Data

• Information or statistics collected for the first time during a marketing research study

Secondary Data

• Previously published data

Secondary Data

• Previously published data

Sources of Primary DataSurvey Method

• Telephone interviews

• Mail surveys• Personal interviews• Focus group

interviews

ObservationMethod

• Observational studies are conducted by actually viewing objects, events, and/or a person’s behavior

Sources of Primary Data

Experimental MethodExperimental Method

• In experiments the researcher manipulates one or more of the marketing mix variables and compares the effect on the experimental group to a control group that did not receive the manipulation

Sources of Secondary DataGovernment Data

• Census of Population

• Census of Housing• Census of Business• Census of

Manufacturers• Census of

Agriculture• Census of Minerals• Census of

Governments

Internal Data

• Includes sales analysis reports, financial performance reports, cost analysis, product profit/loss statements, etc.

http://www.census.gov/

Sources of Secondary Data

Research Firm Data

• Many private organizations provide information for the marketing executive e.g. trade associations, advertising agencies, “Survey of Buying Power.”

Research Firm Data

• Many private organizations provide information for the marketing executive e.g. trade associations, advertising agencies, “Survey of Buying Power.”


back

Feed

back



• Research design

• Data collection• Data collection

Sampling Techniques

Population

• Total group that the researcher wants to study

Population

• Total group that the researcher wants to study

Census

• Collection of data from all possible sources in a population or universe

Census

• Collection of data from all possible sources in a population or universe

Sampling TechniquesProbability SampleProbability SampleProbability SampleProbability Sample

• Sampling techniques

where respondents have a known (nonzero) chance of being chosen

Sampling Techniques

Probability SampleProbability Sample

Simple Random Simple Random SampleSample


• Probability sample where researchers choose respondents from a complete list of the population

Sampling Techniques

• Probability sample where researchers divide the complete population list into groups and then use single random sampling techniques on the subgroups



Stratified SampleStratified SampleStratified SampleStratified Sample

Sampling Techniques



Stratified SampleStratified Sample

Cluster SampleCluster SampleCluster SampleCluster Sample

• Probability sample where researchers randomly choose areas of geographic clusters before random cluster selection

Sampling Techniques

• Arbitrary sampling

technique where respondents have an unknown or zero chance of being chosen for the sample

Nonprobability SampleNonprobability SampleNonprobability SampleNonprobability Sample

Sampling Techniques

• Nonprobability sample

where researchers choose respondents based on ease of availability of respondents

Nonprobability SampleNonprobability Sample

Convenience Convenience SampleSample


Sampling Techniques

• Nonprobability sample

where researchers conveniently match characteristics in the population with quotas


Quota SampleQuota SampleQuota SampleQuota Sample


Sampling Techniques

• Nonprobability

sample based on arbitrary judgments by the researcher



Quota SampleQuota Sample

Judgment SampleJudgment SampleJudgment SampleJudgment Sample


back

Feed

back


• Research design

• Data collection



Analysis, Interpretation, and Presentation

• Must present findings in clear, understandable manner

• Communicate properly with audience

Documents

Insert Chapter Title Screen. Understand how marketing research can contribute to a firm’s competitive advantage. Understand that market research includes