Upload
youdemy
View
224
Download
0
Embed Size (px)
Citation preview
Marketing Research
Marketing ResearchThe process of planning, collecting, and analyzing data relevant to a marketing decision.
Roles of Marketing Research
Management Uses of Marketing Research
Improve the quality of decision makingTrace problemsFocus on keeping existing customersUnderstand the ever-changing marketplace
Marketing Research Problem Determining what information is needed and how that information can be obtained efficiently and effectively
Secondary DataData previously collected for any purpose other than the one at hand.
Sources of Secondary DataGovernment AgenciesTrade and Industry AssociationsMarketing Research FirmsCommercial PublicationsNews MediaInternal Corporate Information
Advantages of Secondary Data
Saves time and money if on targetAids in determining direction for primary data collectionServes as a basis of comparison for other data
Disadvantages of Secondary Data
May not be on target with the research problem Quality and accuracy of data may pose a problem
The New Age of Secondary Information: The Internet
Search Engines and DirectoriesSites of Interest to Marketing Researchers (AMA, FTC, American Demographics, etc.)Discussion GroupsPeriodical, Newspaper, and Book Databases
Research DesignSpecifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed.
Primary DataInformation collected for the first time. Can be used for solving the particular problem under investigation.
Advantages of Primary Data
Answers a specific research questionData are currentSource of data is knownSecrecy can be maintained
Disadvantages of Primary Data
Expensive Quality declines if interviews / questionnaires are lengthy Reluctance to participate in lengthy interviews
Disadvantages are usually offset by the advantages of primary data!
Survey ResearchThe most popular technique for gathering primary data in which a researcher interacts with people to obtain facts, opinions, and attitudes.
Forms of Survey Research
Focus GroupSeven to ten people who participate in a group discussion led by a moderator.
Advantages of On-Line Focus GroupsSpeedCost-effectivenessBroad geographic scopeAccessibilityHonesty
Questionnaire Design
Types of Questions inQuestionnaire Design
Questionnaire Design
Observation ResearchA research method that relies on three types of observation:people watching peoplepeople watching an activitymachines watching people
Observation Research
Mystery ShoppersResearchers posing as customers who gather observational data about a store and collect data about customer-employee interactions.
ExperimentA method a researcher uses to gather primary data in which one or more variables are altered to determine their affect on another variable.
Sampling Procedure
Sampling Procedure
Probability Samples
Nonprobability Samples
Types of Errors
Field Service FirmA firm that specializes in interviewing respondents on a subcontracted basis.
Field Service FirmsFocus group facilitiesMall intercept locationsTest product storageKitchen facilitiesRetail auditsProvide:
Data AnalysisOne-Way Frequency CountsRecord responses to a question
Cross-Tabulation
Cross-TabulationA method of analyzing data that lets the analyst look at the responses to one question in relation to the responses to one or more other questions.
Preparing and Presenting the ReportConcise statement of the research objectives Explanation of research design Summary of major findings Conclusion with recommendations
Following UpWere the recommendations followed? Was sufficient decision-making information included in the report?
What could have been done to make the report more useful to management?
Impact of the InternetAllows better and faster decision makingImproves ability to respond quickly to customer needs and market shiftsMakes follow-up studies and research easierSlashes labor- and time-intensive research activities
Advantages of Internet Surveys
Internet Samples
Sales ForecastingCompanies also use market research in order to predict future sales.Look at historical data, sales analysis and predict what sales will be in the future.**Important always but, even more so if your company is launching a new product or installing a new marketing plan based on research factors.