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chapter ten marketing research Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 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