SEM II : Marketing Research1.06 Collect secondary marketing data to ensure accuracy and adequacy of information for decision making

1.10 Report findings to communicate research information to others.

Keys to Successful Marketing• Must understand and meet customer

needs and wants

• To meet customer needs, marketers must collect information

Why collect information from customers?• To learn which products sell best in certain

locations.• Then, to make these products available in

these locations where customers are most willing and able to buy them.

Why collect marketing information from other sources?• To find out what is happening in the external

environment.• To know about the• - economy• - legal/political situations• - trendsExternal Collection sources:• Government agencies• Trade organizations• Consumer reports

The Collection Process

• This collection process includes:Intelligence generation

o Monitoring the external environmento Collecting datao Coordinating the collected data

Intelligence disseminationSharing the data gathered

ResponsivenessAnalyzing the dataDetecting an anticipating customer demand

Utilizing the information to develop effective marketing strategies

Information

• Information gathered from others can be reported in: Final reports Journal articles Oral presentations

Determining Type of Data

• Marketers can use one of three different research designs (or some combination of the three) to collect marketing data.

• The research design chosen for the study should stem directly from the questions which need to be answered and how much time, money, and resources are available for the study.

Research Designs• Exploratory research

• Used when the problem is not well-defined• Answers questions such as, “Why are ticket sales down?”

• Descriptive research• Often used to determine characteristics of the target market• Answers, “who, what, where, when, and how often” questions

• Causal research• Explores the relationship between two variables• Answers questions such as, “Does increased advertising result in

more ticket sales?”

Collecting Information

• Marketing information can be collected in various ways:• Primary research • You collect it

• May include surveys that can be mailed, posted on the Internet, conducted on the phone, or carried out in person by intercepting people at sporting events

• Secondary research• Others have collected it

• Obtaining and using data previously collected for another reason• Examining the content of written materials (e.g., financial statements,

ticket sales numbers, newspaper articles, etc.)

Steps for Conducting Consumer Research

1. Define the focus of the research (your research objectives)• What types of information need to be gathered?• What questions need to be answered?

2. Define which type of research design will be used.• Exploratory

• Used when the problem is not defined

• Descriptive• Used to gather information regarding a target market

• Causal• Used to demonstrate the cause and effect relationship

Steps for Conducting Consumer Research (continued)

3. Collect data.• Primary data• Secondary data• How to obtain

feedback?• Personal observation• Focus groups• Questionnaires

Steps for Conducting Consumer Research (continued)

4. Determine sample.• Group of people representative of the

population.• Helps make generalizations about a group of

consumers.

5. Administer the survey

6. Analyze and interpret the results.

Steps for Conducting Consumer Research (continued)

7. Recommend solutions by creating a Marketing Report.• Report the findings from the survey.• An effective report answers specific research

questions.• A marketing report should include:

• Title page• Acknowledgements• Contents• Introduction• Supporting charts, tables and graphs• Review of information

Steps for Conducting Consumer Research

Marketing Report (continued)

• Data collection procedures used.• Which research methods did you use?• What types of primary & secondary data were collected?• Describe the types of questions you asked.• Provide a profile of people surveyed.

• Findings• Limitations (time constraints, sampling bias, finances)• Recommendations• Conclusions• Appendix

• copies of questionnaires• Interview forms• Other technical documents

• Bibliography

8. Implement Solutions

Presenting Report Findings:• Use computer software if possible

• Hold the viewers’ attentions• Include text, graphics, sound, video• More professional• Can be shown to larger groups

• Briefly describe research methods• Focus on findings

• Keep the presentation simple

Design a Questionnaire

1. Methods of administration include:• Mail• Telephone• E-mail• Websites• Personal interviews

Design a Questionnaire (continued)

2. Content: Think about:• Number of questions – not too lengthy• Format

• Open-ended-: must answer with more than yes/no response• Closed-ended: answerable with yes/no response

• Question wording• Short• Easy to understand• One question per statement• Layman’s terminology

Design a Questionnaire (continued)3. Sequence

• Begin with broad questions• Group similar topics together• Consider skip patterns

4. Physical characteristics• Simple to complete/accessible • Headings for each section• Easy to understand• Enough room for responses to open-ended

questions