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Marketing Research and Marketing Information
Chapter 4
New Coke
The Importance of Information
Companies need information about their:
-
-
The Explosion of Marketing Information
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:
 Assess Information Needs,
 Develop Needed Information,
 Distribute Information.
Assessing Information Needs
The Value/Cost Trade-off
Functions of a MIS: Developing Information
Internal Data –
Marketing Intelligence -
Marketing Research -
Sources of Information (Data)
 Internal sources of information:

External sources of information (Marketing Intelligence):
Functions of a MIS: Distributing Information
Marketing Research
The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an
organization.
Marketing Research Process
Step 1. Defining the Problem & Research Objectives Common Research Methods
Marketing Research Methods
Exploratory research – Gathers preliminary information that will help define the problem and suggest
hypotheses.
Descriptive Research - Describes things as market potential for a product or the demographics and consumers’
attitudes.
Causal research - Test hypotheses about cause- and-effect relationships.
Step 2. Develop the Research Plan
Research plan development follows these steps:
Determining Specific Information Needs
Gathering Secondary information
Internal : inside the company’s database
External : Sources outside the Firm
Planning Primary Data Collection
Develop the Research Plan Gathering Secondary Information
Secondary Data: information that has been previously collected for some other purpose
 Advantages
 Disadvantages
Develop the Research Plan - Planning Primary Data Collection
Primary Data: data that must be collected from original sources for the specific purpose at hand
Observation
-
The gathering of primary data by observing relevant people, actions and situations (Exploratory)
Survey Research
-
The gathering of primary data by asking people questions about their knowledge, attitudes, preferences, and
buying behavior (Descriptive)
Experimental Research
-
Using groups of people to determine cause-and-effect relationships (Causal)
Primary Data
 Advantages
 Disadvantages
Planning Primary Data Collection
Develop the Research Plan Planning Primary Data Collection
Table 4.3
Online as a Research Contact Method
Planning Primary Data Collection
Sampling Decisions
1
2
3
Sampling Units
 Sampling Unit a single element or group of elements subject to selection in the sample
Simple Random Sampling a sampling procedure that assures each element in the population of an equal chance of
being included in the sample
Stratified Sampling a probability sampling procedure in which simple random subsamples are drawn from within
each stratum that are more or less equal on some characteristic
Cluster Sampling an economically efficient sampling technique in which the population is divided into mutually
exclusive groups (such as neighborhood blocks), and the researcher draws a random sample of the groups to
interview
Convenience Sampling the sampling procedure of obtaining those people or units that are most conveniently
available.
Judgment (purposive) Sampling a nonprobability sampling technique in which an experienced researcher
selects the sample based on personal judgment about some appropriate characteristic of the sample member.
Develop the Research Plan - Planning Primary Data Collection
Research Instruments
Presenting the Research Plan
 Summarize the plan in a written proposal and cover:
Marketing Research Process - Step 3. Implementing the Research Plan
Marketing Research Process - Step 4. Interpreting & Reporting Findings
Researcher Should Present Important Findings that are Useful in the Major Decisions Faced by Management.
Step 1
Step 2
Step 3
Online Report Delivery
Other Marketing Research - Considerations
Ethics In Marketing Research
Common examples of unethical research practices:
1. Deception
2. Invasion of privacy
3. Reporting faulty conclusions
4. Disguising sales efforts as marketing research