Download The Marketing Research Process (cont`d)

Part Two
Buyer Behavior
and
Target Market
Selection
6
Marketing Research and
Information Systems
Copyright © Houghton Mifflin Company. All rights reserved.
PowerPoint Presentation by Charlie Cook
Chapter Learning Objectives
• To describe the basic steps in conducting
marketing research
• To explore the fundamental methods of gathering
data for marketing research
• To describe the nature and role of information
systems in marketing decision making
• To understand how such tools as databases,
decision support systems, and the Internet
facilitate marketing research
• To identify key ethical and international
considerations in marketing research
Copyright © Houghton Mifflin Company. All rights reserved.
6–2
Chapter Outline
• The Importance of Marketing Research
• The Marketing Research Process
• Using Technology to Improve Marketing
Information Gathering and Analysis
• Issues in Marketing Research
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6–3
The Importance of Marketing Research
• Marketing Research
–The systematic design, collection, interpretation, and
reporting of information to help marketers solve specific
marketing problems or take advantage of marketing
opportunities
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6–4
The Importance of Marketing Research
(cont’d)
• Benefits of Marketing Research
–Helps firms stay in touch with customers’ changing
attitudes and purchase patterns
–Assists in better understanding market opportunities
–Determine the feasibility of a particular marketing
strategy
–Aids in the development of
marketing mixes to match
the needs of customers
–Improves marketer’s ability
to make decisions
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6–5
The Five Steps of the Marketing
Research Process
FIGURE 6.1
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6–6
The Marketing Research Process
• Locating and Defining Problems or Research
Issues
–Focusing on uncovering the nature and boundaries of a
situation or question related to marketing strategy or
implementation
• Departures from normal or expected marketing results
• Biases in marketing information that distort its meaning
• Evidence of possible or potential market opportunities
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6–7
The Marketing Research Process (cont’d)
• Designing the Research Project
–Research design
• An overall plan for obtaining the information needed to
address a research problem or issue
–Hypothesis
• An informed guess or assumption about a certain problem
or set of circumstances
• Accepted or rejected hypotheses
act as conclusions for the
research effort
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6–8
The Marketing Research Process (cont’d)
• Types of Research
–Exploratory research
• Research conducted to gather more information about a
problem or to make a tentative hypothesis more specific
–Descriptive research
• Research conducted to clarify the characteristics of
certain phenomena to solve a particular problem
–Causal research
• Research in which it is assumed that a particular variable
X influences a variable Y
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6–9
The Marketing Research Process (cont’d)
• Research Reliability and Validity
–Reliability
• A condition existing when a
research technique produces
almost identical results in
repeated trials
–Validity
• A condition existing when a
research method measures
what it is supposed to measure
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6–10
The Marketing Research Process (cont’d)
• Collecting Data
–Types of data
• Primary data: data observed and recorded or collected
directly from respondents
• Secondary data: data complied
both inside and outside the
organization for some purpose
other than the current investigation
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6–11
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6–12
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6–13
The Marketing Research Process (cont’d)
• Methods of Collecting Primary Data
–Sampling
• Population—all the elements, units, or individuals of
interest to researchers for specific study
• Sample—a limited number of units chosen to represent the
characteristics of a total population
–Types of sampling
–Probability—each element has an known chance for study
–Random—each element has an equal chance for study
–Stratified—study population divided into like groups
–Nonprobability: element’s likelihood of study is unknown
–Quota: population is grouped and elements are arbitrarily
chosen
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6–14
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6–15
The Marketing Research Process (cont’d)
• Basic Survey Methods
–Mail survey
–Telephone survey
–Online survey
–Personal interview survey
•
•
•
•
•
In-home (door-to-door) interview
Focus-group interview
Telephone depth interview
Shopping mall intercept interviews
On-site computer interviews
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6–16
The Marketing Research Process (cont’d)
• Questionnaire Construction
–Open-ended question
• Question which invites the respondent to answer as their
own interests or personal subjectivity dictates
–Dichotomous question
• Question which to which the respondent can make only an
either/or or yes/no response
–Multiple-choice question
• Question asks the respondent to choose a response from
a fixed set of responses
• Observation Methods
• Experimentation
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6–17
The Marketing Research Process (cont’d)
• Observation (for Data Collection) Methods
–Direct contact with subject is avoided to reduce
possible awareness of observation process.
–Physical conditions, subject actions, and demographics
are noted.
–Observations may be combined with same subject
interviews.
–Data gathered may be
influenced by observer bias.
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6–18
The Marketing Research Process (cont’d)
• Experimentation
–A research method that attempts to maintain (control)
certain variables while measuring the effects of
experimental (uncontrolled) variables
• Independent variable: acts on the dependent variable
• Dependent variable: is affected by variations in the
independent variable
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6–19
Interpreting Research Findings
• Statistical Interpretation
–Analysis of survey data to determine what is typical or
what deviates from the average that indicates:
•
•
•
•
•
How widely the responses vary
How the responses are distributed
Which hypotheses are supported
Which hypotheses are rejected
Whether construction errors have invalidated the survey’s
results
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6–20
Interpreting Research Findings (cont’d)
• Reporting Research Findings
–Take an objective look at survey findings
• Report deficiencies and reasons for
deficiencies
–Prepare a formal, written document
• Summary and recommendations
–Short, clear, and simply expressed for executives
• Technical report
–Contains more detailed information about research methods
and procedures and important data gathered
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6–21
Using Technology to Improve Marketing
Information Gathering and Analysis
• Marketing Information Systems
–Marketing Information System (MIS)
• A framework for the management and structuring of
information gathered regularly from sources inside and
outside an organization
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6–22
Using Technology to Improve Marketing
Information Gathering and Analysis
(cont’d)
• Databases
–Database
• A collection of information arranged for easy access
and retrieval
–Single-source data
• Information provided by a
single marketing research firm
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6–23
Using Technology to Improve Marketing
Information Gathering and Analysis
(cont’d)
• Marketing Decision Support Systems (MDSS)
–Customized computer software that aids marketing
managers in decision making
• Capability to create market models based on changes
in marketing variables
• Artificial Intelligence (AI) assists in
customer support
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6–24
Using Technology to Improve Marketing
Information Gathering and Analysis
(cont’d)
• The Internet and Online Information Services
–Ease of information dissemination (WWW)
–Ease of information
accessibility (intranets)
–Access to customer data
(data mining web sites)
–Subscription information
services on web
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6–25
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6–26
Issues in Marketing Research
• The Importance of Ethical Marketing Research
–Ethical questions affect:
• The reliability of the research
• The researcher–marketing manager relationship
• The nature of marketing managers’ decisions
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6–27
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6–28
Issues in Marketing Research (cont’d)
• International Issues in Marketing Research
–Modification of data-gathering methods to account for
regional differences
–Use of two-pronged approach to international
marketing research
• Detailed search for and analysis of secondary data
• Field research to refine firm’s understanding of how local
environment will shape/restrict data-gathering about
customer needs and preferences
Copyright © Houghton Mifflin Company. All rights reserved.
6–29
Copyright © Houghton Mifflin Company. All rights reserved.
6–30
After reviewing this chapter you should:
• Know the basic steps in conducting marketing research.
• Be familiar with the fundamental methods of gathering
data for marketing research.
• Be able to describe the nature and role of information
systems in marketing decision making.
• Understand how such tools as databases, decision
support systems, and the internet facilitate marketing
research.
• Be able to identify key ethical and international
considerations in marketing research.
Copyright © Houghton Mifflin Company. All rights reserved.
6–31
Chapter 6
Supplemental Slides
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6–32
Key Terms and Concepts
• The following slides (a listing of terms and
concepts) are intended for use at the instructor’s
discretion.
• To rearrange the slide order or alter the content
of the presentation
–select “Slide Sorter” under View on the main menu.
–left click on an individual slide to select it; hold and drag
the slide to a new position in the slide show.
–To delete an individual slide, click on the slide to select,
and press the Delete key.
–Select “Normal” under View on the main menu to return
to normal view.
Copyright © Houghton Mifflin Company. All rights reserved.
6–33
Important Terms
• Marketing Research
–The systematic design, collection, interpretation, and
reporting of information to help marketers solve specific
marketing problems or take advantage of marketing
opportunities.
• Exploratory Research
–Research conducted to gather more information about
a problem or to make a tentative hypothesis more
specific
• Descriptive Research
–Research conducted to clarify the characteristics of
certain phenomena to solve a particular problem
Copyright © Houghton Mifflin Company. All rights reserved.
6–34
Important Terms
• Causal Research
–Research in which it is assumed that a particular
variable X influences a variable Y
• Reliability
–A condition existing when a research technique
produces almost identical results in repeated trials
• Validity
–A condition existing when a research method measures
what it is supposed to measure
Copyright © Houghton Mifflin Company. All rights reserved.
6–35
Important Terms
• Primary Data
–Data observed and recorded or collected directly from
respondents
• Secondary Data
–Data complied both inside and outside the organization
for some purpose other than the current investigation
• Sampling
–A limited number of units chosen to represent the
characteristics of a total population
Copyright © Houghton Mifflin Company. All rights reserved.
6–36
Important Terms
• Open-ended Question
–Question which invites the respondent to answer as
their own interests or personal subjectivity dictates
• Dichotomous Question
–Question which to which the respondent can make only
an either/or or yes/no response
• Multiple-Choice Question
–Question asks the respondent to choose a response
from a fixed set of responses
Copyright © Houghton Mifflin Company. All rights reserved.
6–37
Important Terms
• Experimentation
–A research method that attempts to maintain (control)
certain variables while measuring the effects of
experimental (uncontrolled) variables
• Independent Variable
–Acts on the dependent variable
• Dependent Variable
–Affected by variations in the independent variable
• Statistical Interpretation
–Analysis of survey data to determine what is typical or
what deviates from the average
Copyright © Houghton Mifflin Company. All rights reserved.
6–38
Important Terms
• Marketing Information Systems (MIS)
–A framework for the management and structuring of
information gathered regularly from sources inside and
outside an organization
• Database
–A collection of information arranged for easy access
and retrieval
• Single-Source Data
–Information provided by a single marketing research
firm
Copyright © Houghton Mifflin Company. All rights reserved.
6–39
Important Terms
• Marketing Decision Support Systems (MDSS)
–Customized computer software that aids marketing
managers in decision making
Copyright © Houghton Mifflin Company. All rights reserved.
6–40
Transparency Figure 6C
Ownership of Cats and Dogs by Age Group
Source: Maritz Poll
Source: American Demographics, December 2000, p. 27. Adapted with permission.
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6–41
Transparency Figure 6F
Top Ten Zip Codes for Spending on Fireworks
Source: American Demographics, July 2000, p. 24. Adapted with permission.
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6–42