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TOPIC 5/6 marketing information and research learning objectives_1 • Recognise the importance of information to an organisation and the role information plays in effective marketing decision-making • Understand the role of a marketing information system and a decision support system, and develop an awareness of the various types of information available 5-2 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 learning objectives_2 • Become familiar with the various steps involved in the marketing research process • Outline the sources of secondary and primary data, understand their role and the issues involved in their collection and analysis • Appreciate some of the ethical concerns surrounding marketing research 5-3 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 The Importance of Information • Companies need information about their: – Marketing environment – Competition – Customer needs • Managers don’t need more information, they need better information. 5-4 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Information Types Internal Secondary Primary Information must be timely and accurate Information Systems Data vs. 5-6 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Information Systematic Approach • Managers need to set up a systematic approach to – gather, – sort, – analyse, – evaluate and – distribute the right information to the right managers 5-7 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 What is a Marketing Information System (MIS)? • A MIS consists of people, equipment, and procedures to gather, sort, analyze, evaluate and distribute needed, timely, and accurate information to marketing decision makers. • The MIS helps managers to: 1. Assess Information Needs, 2. Develop Needed Information, 3. Distribute Information. 5-8 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Marketing information system (MIS) Figure 9.1 The marketing information system (Taken from Kotler Book) 5-9 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Functions of a MIS: Developing Information Information Needed by Managers Can be Obtained From: Internal Data Computerized Collection of Information from Data Sources (i.e. Accounting) Within the Company. Marketing Intelligence Collection and Analysis of Publicly Available Information about Competitors and the Marketing Environment (i.e. Technological). Marketing Research Design, Collection, Analysis, and Reporting of Data about a Specific Marketing Situation Facing the Organization. Internal: What Information Have You Now? What you can learn from an invoice 1. The average sale per customer. 2. The top ten customers. 3. The geographical breakdown of sales. 4. Your customers by various categories e.g. builders, farmers, retailers. 5. Value of different products in your overall sales. 6. Seasonal patterns in sales. 7. Average length of credit taken by customers. 5-12 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 MARKETING INTELLIGENCE • A relatively unstructured approach to gathering information about the marketing environment • Sources: – regularly scanning newspapers – using specialised media cutting services – listening to employees – listening to intermediaries – employing consultants 5-13 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Information Analysis Systems: Decision Support Systems 5-14 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Information Analysis Systems: Databases • a collection of data that is arranged in a logical manner and organized in a form that can be stored and processed by a computer – e.g.: customer names, addresses, zip codes, previous purchases, sizes, shipping and payment preferences, etc. 5-15 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Information Analysis Systems: Data Warehousing & Data Mining The use of powerful computers and relational database software to dig through exceedingly large volumes of data to discover patterns of behavior. e.g. Classification trees 5-16 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Marketing Information & Research Marketing Research - the systematic collection and analysis of data relevant to a particular product or service Research information should facilitate decision making 5-17 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 THE NATURE AND IMPORTANCE OF MARKETING RESEARCH • It is essentially about KEEPING IN TOUCH with the marketing environment • Information is a source of competitive advantage 5-18 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Marketing Research is … • The process of listening to the voice of the market and conveying it to management. • It answers questions such as: – Who are my customers? – Where do they shop? – What do they want? – What price will they pay? – Who are my competitors, what do they offer? 5-19 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Marketing Research Defined Marketing research is the function which links the consumer, customer, and public to the marketer through information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing process. AMA definition as quoted by McDaniel and Gates, 1996 5-20 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Columbia Tri-Star Conducted Research to Determine Perceptions of Spider-Man Brand 5-21 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Voodoo Research Meets Consumers at Festivals Source: Voodoo research www.voodoores.com 5-22 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 WHO CARRIES OUT MARKET RESEARCH? • In house – OK for small projects or where there is a routine and constant level of work • Specialist research company (e.g. MORI) – Likely to have much broader range of skills – Can handle peaks and troughs in activity – May be more objective – Need close working relationship with “client” company 5-23 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 What is Market Research? • Market Research is a formal study which; – Specifies the information needed to address a particular marketing issue – Designs the method for collecting that information – Manages and implements the data collection process – Analyses and interprets the results – Communicates the implications of findings to the marketing manager 5-24 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 The Origins of Research Data Qualitative 5-25 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Quantitative Qualitative Research Uses Characteristics • Investigating – Motivations • Non-probability samples – Attitudes • Small samples – Beliefs • Grounded in behavioural sciences – intentions 5-26 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Quantitative Research Characteristics • Probability and non-probability samples • Relatively large sample sizes • Statistical analysis 5-27 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 QUALITATIVE v QUANTITATIVE RESEARCH • Qualitative Research: – rich in meaning, but usually limited to small samples • Quantitative Research: – large scale data may be reliable, but meaning may not be valid • Both approaches should be used in combination 5-28 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Types of Research Exploratory Descriptive 5-29 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Causal Exploratory Research Exploratory research utilizes qualitative research approaches and is undertaken to collect preliminary data in order to clarify or identify a problem. 5-30 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Forms of exploratory research Exploratory research Secondary research Qualitative research Consultation with experts • Internal records • Past marketing research reports • Government and EU statistics • Market reports • Directories • Newspapers, journals, magazines • focus groups • depth interviews • practitioner experts • financial experts • university-based experts • journalists Observation • watching purchasing behaviour • ethnography Descriptive Research Descriptive research utilizes quantitative research approaches and aims to provide the marketer with a better understanding of a particular issue or problem. 5-32 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Causal (Predictive) Research Causal research utilizes quantitative research approaches in order to test cause-and-effect relationships with a goal of making reasonably accurate predictions about the probable outcome of particular actions. 5-33 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Experimentation Marketplace or Field Low Laboratory Degree of Control High THE MARKETING RESEARCH PROCESS • To be useful, research must be accurate and reliable • Similar to other scientific research processes 5-35 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Figure 5.2 The Market Research Process Problem definition Conduct research Research objectives Analyse and interpret data Planning research: Prepare research brief Agree on research plan Prepare and present report Data collection Research evaluation 5-36 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Develop the Research Plan Gathering Secondary Information Information That Already Exists Somewhere. + Obtained More Quickly, Lower Cost. - Might Not be Usable Data. Both Must Be: Relevant Accurate Current Impartial Information Collected for the Specific Purpose at Hand. Sources of Data Secondary Primary (desk research) (field research) • Published data • In-house staff – Commercial sources – Government research – Academic research • Internal databases 5-38 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 • Marketing research agency Secondary vs Primary Data • Secondary data is data already collected and documented for purposes other than the problem at hand by others. • Primary data is specifically collected by the researcher for the specific problem/opportunity and involves all steps of the marketing research process. 5-39 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Secondary research • Sometimes referred to as desk research. • Consists of data and information that is already in existence and which can be accessed by the organisation. • Can be cheaper and quicker to access than primary research. • May provide an organisation with information that it would not otherwise have time to gather. • Secondary data may not always be up to date, be applicable to an organisation, or give the full picture. 5-40 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Research and Data Types Desk Research Purpose: Relevancy: Objectivity: Process: Cost: Time: Secondary Data Collected for other reasons by others Some to little Unknown Easy to gather Relatively cheap Relatively little 5-41 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Field Research Primary Data Collected for specific problem in hand by researcher Complete High Difficult to gather Relatively expensive Relatively much Do Not Re-invent the Wheel Find inexpensive answers to questions: Do Desk Research 5-42 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 PRIMARY v SECONDARY RESEARCH • Begin with secondary research – quick, relatively inexpensive – but out of date and may not be specific enough • Follow up with primary research – provides information to current needs – but is expensive and time consuming 5-43 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Classification of Secondary Data Secondary Data INTERNAL Ready to Use EXTERNAL Needs Modification Government State Bodies Directories Trade/Professional Bodies Internet/WWW Databases/ CD-ROMs Syndicated Services Grey Material/ Other Secondary Data Internal Records External Sources • Customer records • Government sources • Financial statements • Inventory records • Trade Association statistics • Research reports • Commercial sources • Credit data • Internet sources • POS register information 5-45 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 SOURCES OF SECONDARY RESEARCH • Government departments and official publications General Household Survey, • National media e.g. Financial Times country surveys • Professional and trade associations • Trade, technical and professional media • Local chambers of trade and commerce • Year-books and directories, e.g. Dataquest • Companies' Annual Reports and Accounts • Subscription services, e.g. Keynote, MEAL, Mintel etc. • Subscription electronic databases, e.g. Mintel OnLine e.g. Useful Web – some sources • www.cso.ie • www.irlgov.ie • www.esri.ie • www.kompass.ie • www.acnielsen.com • www.mintel.co.uk • www.tnsofres.com • www.europages.com 5-47 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Using Published Sources of Information 5-48 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Evaluating Secondary Data Sources Pertinency of data Who collected and why Method of collecting data Evidence of careful work 5-49 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 • Session 6 (Primary Data Collection: begins here) 5-50 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Primary research • Sometimes called field research. • Is undertaken or commissioned by an organisation for a specific purpose. • The required information does not already exist. • It is exactly tailored to a problem. • Can be expensive and time consuming. 5-51 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Research Techniques Focus groups In-depth interviews Surveys Observation Experimentation 5-52 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Develop the Research Plan Planning Primary Data Collection Observational Research Gathering data by observing people, actions and situations (Exploratory) Research Approaches Survey Research Asking individuals about attitudes, preferences or buying behaviors (Descriptive) Experimental Research Using groups of people to determine cause-and-effect relationships (Causal) Primary Research Methods_1 • Personal Interviews – Unstructured – Structured – Semi-structured • Group interviews – Focus groups Source: Leapfrog Research http://www.leapfrogresearch.co.uk 5-54 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 – Telephone interviews Primary Research Methods_2 • Surveys – Mail – Telephone – Internet – Others 5-55 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Primary Research Methods_3 • Observational – New product trials – Consumer shopping – Mystery shopping – Physiological responses 5-56 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Primary Research Methods_4 • Experimentation – Laboratory – Real-world – Simulation 5-57 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Table 5.1 Comparative Performance of Data Collection Techniques Personal Interview Group Interview Telephone Survey Mail Survey Cost/response High Fairly high Low Very low Speed Fast Fast Very fast Slow Large Large Moderate Moderate Sample dispersion Low Low High High Response rate High Very high Fairly high Low Probing High High Fairly high None Quantity of data 5-58 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Table 5.1 Comparative Performance of Data Collection Techniques Personal Interview Group Interview Telephone Survey Mail Survey Visual aids High High None Fairly high Flexibility of questioning High High Fairly high Low Sensitive questions Fairly low Fairly high Fairly high High Anonymity Possible Possible None None Good Very good Good Poor Cooperation 5-59 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Table 5.2 Advantages of Internet Research Quantitative Qualitative • Faster/cheaper • Faster/ cheaper • Automated • Enhanced control • Visual aids possible • Illustration of concepts • Enhanced data quality • Easier recruitment Source: Alex Johnston, Technology and Communications Director for New Media Research International, as reported by Gray (2000b) 5-60 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Table 5.2 Disadvantages of Internet Research • Internet coverage (respondent universe) • Sampling issues • Potential for self-selection bias • Technical problems Source: Alex Johnston, Technology and Communications Director for New Media Research International, as reported by Gray (2000b) 5-61 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Figure 5.3 Stages in the Sampling Process Population definition Sampling frame development Sampling unit specification Sampling method selection Sample size determination Source: Adapted from Tull and Hawkins (1990). 5-62 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 The sampling process Define the population Search for sampling frame Specify sampling method Determine Sample size Select the sample Develop the Research Plan Planning Primary Data Collection Probability or Non-probability sampling? How should the sample be chosen? Sampling Plans Who is to be surveyed? (What Sampling Unit?) Sample representative segment of the population How many should be surveyed? Stages in the Development of a Questionnaire Planning stage Design stage Pilot stage 5-65 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 5 Stages in the development of a questionnaire Planning stage • Definition of the research problem • Exploratory research Design stage • • • • Pilot stage Information required Definition of population Target groups Survey method Stages in the development of a questionnaire Planning stage Design stage Pilot stage • • • • • • • Ordering of topics Type of question Wording and instructions Layout Scaling Probes and prompts Coding Stages in the development of a questionnaire Planning stage Design stage Pilot stage • Pilot testing • Redesign • Final questionnaire Types of Questions Closedended 5-69 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Openended Table 9.6 Types of question (continued) Table 9.6 Types of question (continued) Poorly Worded Questions What type of wine do you prefer? ‘Type’ is ambiguous: respondents could say ‘French’ , ‘red’, ‘claret’,say, depending on their interpretation. Do you think that prices are cheaper at Asda than Aldi? Leading question favouring Asda; a better question would be ‘Do you think that prices at Asda are higher, lower or about the same as Aldi?’ Names should be reversed for half the sample. Which is more powerful and kind to your hands: Ariel or Bold? Two questions in one: Ariel may be more powerful but Bold may be kinder to the hands. Ask the two questions separately. Do you find it paradoxical that X lasts longer and yet is cheaper than Y? Unfamiliar word: a study has shown that less than a quarter of the population understand such words as paradoxical, chronological or facility. Test understanding before use. Likert Scale • TESCO prices are generally lower than those of other supermarkets – Strongly agree – Agree – Neither – Disagree – Strongly disagree 5-73 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Semantic Differential Rating Scale 5-74 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 ANALYSIS OF STATISTICAL DATA • Use appropriate techniques, e.g. – Descriptives – correlation analysis – regression analysis – cluster analysis etc 5-75 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 The Report • Title page • Research methods • Contents • Findings • Preface • Conclusions • Executive summary • Recommendations 5-76 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 • Appendices Ethical Issues in Marketing Research Intrusions of privacy Misuse of marketing research findings Competitive information gathering Selling under the guise of marketing research 5-77 Brassington & Pettitt, Essentials of Marketing 2e, © Pearson Education 2007 Market research ethics • Increasing consumer resentment has become a major problem in the research industry due to how the market research has been used and abused. – Consumers fear researchers may use sophisticated techniques to obtain information that may be intrusive and infringe consumer rights. – There is also the fear that the research findings may be manipulated and misinterpreted to suit the company paying for the research. • To minimise abuse the research industry has developed broad standards such as ESOMAR’s International Code of Marketing and Social Research Practice.