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chapter
ten
marketing research
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LEARNING OBJECTIVES
LO 10-1 Identify the five steps in the marketing
research process.
LO 10-2 Describe the various secondary data
sources.
LO 10-3 Describe the various primary data collection
techniques.
LO 10-4 Summarize the differences between
secondary data and primary data.
LO 10-5 Examine the circumstances in which
collecting information on consumers is
10-2
Step 1: Defining Objectives
and Research Needs
What information is
needed to answer
specific research
questions?
How should that
information be
obtained?
10-3
Step 2: Designing the Research
Type of data
Type of
research
10-4
Step 3: Data Collection Process
Secondary data
Primary data
10-5
©Getty Images
Step 4: Analyzing Data
and Developing Insights
Converting data into information to explain, predict
and/or evaluate a particular situation.
10-6
Step 5: Action Plan and
Implementation
Executive Summary
Body
Conclusions
Limitations
Digital Vision/Getty Images
Supplements including
tables, figures, appendices
10-7

check yourself
1. What are the steps in the marketing research
process?
2. What is the difference between data and
information?
10-8
External Secondary Data
Syndicated Data
Name
ACNielsen
(www.acnielsen.com)
Services Provided
With its Market Measurement Services, the company tracks the sales of consumer packaged goods,
gathered at the point of sale in retail stores of all types and sizes.
SymphonyIRI Group
(www.symphonyiri.com)
InfoScan store tracking provides detailed information about sales, share, distribution, pricing, and
promotion across a wide variety of retail channels and accounts.
J.D. Power and Associates
(www.jdpower.com)
Widely known for its automotive ratings, it produces quality and customer satisfaction research for a
variety of industries.
Mediamark Research Inc.
(www.mediamark.com)
Supplies multimedia audience research pertaining to media and marketing planning for advertised
brands.
National Purchase Diary Panel
(www.npd.com)
Based on detailed records consumers keep about their purchases (i.e., a diary), it provides information
about product movement and consumer behavior in a variety of industries.
NOP World (www.nopworld.com)
The mKids US research study tracks mobile telephone ownership and usage, brand affinities, and
entertainment habits of American youth between 12 and 19 years of age.
Research and Markets
(www.researchandmarkets.com)
Promotes itself as a one-stop shop for market research and data from most leading publishers,
consultants, and analysts.
Roper Center for Public Opinion
Research
(www.ropercenter.uconn.edu)
Simmons Market Research Bureau
(www.smrb.com)
The General Social Survey is one of the nation’s longest running surveys of social, cultural, and political
indicators.
Yankelovich
(www.yankelovich.com)
The MONITOR tracks consumer attitudes, values, and lifestyles shaping the American marketplace.
Reports on the products American consumers buy, the brands they prefer, and their lifestyles,
attitudes, and media preferences.
10-9
Courtesy The Nielsen Co
External Secondary Data
Scanner Research
IRI Website
10-10
External Secondary Data
Panel Research
Group of consumers
Survey or sales receipts
©BananaStock/PunchStock
What are they
buying
or not buying?
Flying Colours Ltd/Getty Images
10-11
Internal Secondary Data
Data Warehouse
Data Mining
10-12

check yourself
1. What is the difference between internal and
external secondary research?
10-13
Qualitative versus Quantitative
Data Collection Techniques
Qualitative research
Quantitative research
Data
collection
research
Experiments
Survey
Scanner
Panel
10-14
Data Collection
Qualitative Research
Observation
Social Media
In-depth
interview
Focus group
In-Store Tracking Analytics
10-15

check yourself
1. What are the types of qualitative research?
10-16
Survey Research
10-17
• Response rates are
relatively high
• Respondents may lie
less
• It is inexpensive
• Results are processed
and received quickly
Simon Fell/Getty Images
Web Surveying
10-18
Using Web Surveying
The McGraw-Hill Companies, Inc/
John Flournoy, photographer
How do firms successfully use web surveying?
10-19
Experimental Research
AP Photo/Mary Altaffer
10-20
Advantages and Disadvantages of
Secondary and Primary Data
Type
Examples
Advantages
Disadvantages
Secondary
Research






Census data
Sales invoices
Internet information
Books
Journal articles
Syndicated data
 Saves time in collecting data
because they are readily
available
 Free or inexpensive (except for
syndicated data)
 May not be precisely relevant to
information needs
 Information may not be timely
 Sources may not be original, and
therefore usefulness is an issue
 Methodologies for collecting
data may not be appropriate
 Data sources may be biased
Primary Research




Observed consumer behavior
Focus group interviews
Surveys
Experiments









Specific to the immediate
data needs and topic at hand
Offers behavioral insights
generally not available from
secondary research
Costly
Time consuming
Requires more sophisticated
training and experience to
design
 study and collect data
10-21

check yourself
1. What are the types of quantitative research?
2. What are the advantages and disadvantages
of primary and secondary research?
10-22
The Ethics of
Using Customer Information
Strong ethical
orientation
Adhere to ethical
practices
10-23

check yourself
1. Under what circumstances is it ethical to use
consumer information in marketing
research?
2. What challenges do technological advances
pose for the ethics of marketing research?
10-24