Download 1.10 PPT 1 - Sports and Entertainment Marketing

SEM II :
Marketing Research
1.06 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
• - trends
External Collection sources:
• Government agencies
• Trade organizations
• Consumer reports
The Collection Process
• This collection process includes:
Intelligence generation
o Monitoring the external environment
o Collecting data
o Coordinating the collected data
Intelligence dissemination
Sharing the data gathered
Responsiveness
Analyzing the data
Detecting 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:
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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.
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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:
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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
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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
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Simple to complete/accessible
Headings for each section
Easy to understand
Enough room for responses to open-ended
questions