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Market Research and Market Information
Chapter 7Chapter 7Chapter 7Chapter 7
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7-3
Chapter GoalsChapter GoalsChapter GoalsChapter Goals
McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
• Market research, the need and the forms• Information systems increase the usefulness of
data• Growing role of technology in marketing research• Conducting a market research project
• Gathering and using information about competitors
• Ethics enters into the performance of marketing research
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Uses of Marketing ResearchUses of Marketing Research
MarketingMix
MarketingMix
MarketsMarket Segments
MarketsMarket Segments
ExpectationsSatisfaction
ExpectationsSatisfaction
CompetitionCompetition
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Marketing ResearchMarketing Research
The development, interpretation, and communication of decision-oriented information to be used in all phases
of the marketing process.
The development, interpretation, and communication of decision-oriented information to be used in all phases
of the marketing process.
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Scope of Marketing ResearchScope of Marketing ResearchActivities Activities
MarketingResearchActivities
MarketingResearchActivities
MarketingInformation
System
MarketingInformation
System
Decision SupportSystem
Decision SupportSystem
SyndicatedServices
SyndicatedServices
MarketingResearchProject
MarketingResearchProject
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Marketing Information SystemsMarketing Information Systems
On-going, organized procedureto generate, analyze, disseminate,
store, and retrieve information for use in making
marketing decisions.
On-going, organized procedureto generate, analyze, disseminate,
store, and retrieve information for use in making
marketing decisions.
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Marketing Information SystemsMarketing Information Systems
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Decision Support SystemsDecision Support Systems
Computer-based
AllowsInteraction with Data
Uses various methods of analysis Integrate, analyze
interpret information
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Decision Support SystemsDecision Support Systems
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DataData
Assembled data pertinent to a particular topic
Assembled data pertinent to a particular topic
Enormous collection of data from external or internal
sources compiled by a firm
Enormous collection of data from external or internal
sources compiled by a firm
Sophisticated techniques capable of identifying
patterns and relationships in masses of data
Sophisticated techniques capable of identifying
patterns and relationships in masses of data
DATABASE
DATAWAREHOUSE
DATAMINING
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Marketing Research ProjectsMarketing Research Projects
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Marketing Research ProcedureMarketing Research Procedure
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Sources of InformationSources of Information
PRIMARYDATA
PRIMARYDATA ObservationObservation
ExperimentalExperimental
SurveySurvey
TestMarketTest
Market
CookiesCookies
MailMail
TelephoneTelephoneFace to
Face
Face to
Face
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Sources of InformationSources of Information
SECONDARYDATA
SECONDARYDATA
Inside the companyInside the company
Outside the companyOutside the company
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SurveySurvey
Representative Sample
Representative Sample
Data-gathering formData-gathering form
Random samplesConvenience samples
Random samplesConvenience samples
Question wordingQuestion wording
Response formatResponse format
Questionnaire layoutQuestionnaire layout
PretestingPretesting
Question wordingQuestion wording
Response formatResponse format
Questionnaire layoutQuestionnaire layout
PretestingPretesting
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Competitive IntelligenceCompetitive Intelligence
Process of gathering
and analyzingpublic information about competitors
Process of gathering
and analyzingpublic information about competitors
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Ethical IssuesEthical Issues
PrivacyPrivacy
DataDataUseUse
PrivacyPrivacy
DataDataUseUse
PrivacyPrivacy
DataDataCollectionCollection
PrivacyPrivacy
DataDataCollectionCollection
IntrusivenessIntrusivenessIntrusivenessIntrusivenessDeceptiveDeceptive
ImplementationImplementationDeceptiveDeceptive
ImplementationImplementation
FalseFalseRepresentationRepresentation
FalseFalseRepresentationRepresentation
Market Market ResearchResearchMarket Market
ResearchResearch
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Status of Market ResearchStatus of Market Research
Little investmentin market
opportunityresearch
Little investmentin market
opportunityresearch
Significant advances
inmethods
Significant advances
inmethods
ButBut
Projectorientation
Projectorientation
ConflictingobjectivesConflictingobjectives
Predictingbehavior is inexact
Predictingbehavior is inexact
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Key Terms and ConceptsKey Terms and ConceptsKey Terms and ConceptsKey Terms and Concepts
McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
• Marketing research
• Marketing information system
• Decision support system
• Database
• Data warehouse
• Data mining
• Retail scanners
• Single-source data
• Situational analysis
• Hypothesis
• Informal investigation
• Primary data
• Secondary data
• Observation method
• Cookies
• Survey
• Face-to-face interviews
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Key Terms and ConceptsKey Terms and ConceptsKey Terms and ConceptsKey Terms and Concepts
McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
• Focus group
• Telephone survey
• Mail survey
• Internet surveys
• Experiment
• Test marketing
• Competitive intelligence