Download 9 - bs210

CHAPTER
MARKETING
RESEARCH
McGraw-Hill/Irwin
09
Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
Marketing Research
LEARNING OBJECTIVES
LO1 Identify the five steps in the marketing
research process.
LO2 Summarize the differences between
secondary data and primary data.
LO3 Describe the various internal and external
secondary data sources.
LO4 Describe the various primary data collection
techniques.
LO5 Examine the circumstances under which
collecting information on consumers is ethical.
9-2
Domino’s
Courtesy Domino’s Pizza, LLC
9-3
McDonald’s Makeover
9-4
Market Research Outcome
• What might have Chef
Boyardee learned in
research to design this
product and this print
ad?
Ad Courtesy of ConAgra Foods
9-5
Marketing Research
Collecting
Recording
Analyzing
Interpreting
Decision
Making
9-6
What Would You Do?
Meet Aaron, a marketing researcher:
•
•
He has just finished giving
a successful presentation
to a major client.
The client has asked for a
list of companies that
participated in the study
and copies of all the
completed surveys.
Ryan McVay/Getty Images
CASRO Website
9-7
The Marketing Research Process
9-8
Step 1: Defining the Objectives and
Research Needs
What information is
needed to answer
specific research
questions?
How should that
information be
obtained?
9-9
Step 2: Designing the Research
Type of data
Type of
research
9-10
Step 3: Data Collection Process
Secondary data
Primary data
9-11
External Secondary Data
Syndicated Data
9-12
External Secondary Data
Scanner Research
Information Resources, Inc.
AC Nielsen
Courtesy The Nielsen Co
What if I reduce my
price by 10%?
IRI Website
9-13
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
9-14
Internal Secondary Data
Data Warehouse
Data Mining
9-15
Check Yourself
1.
What is the difference between internal
and external secondary research?
9-16
Step 3: Data Collection Techniques
9-17
Using Exploratory Research
Stockbyte/Getty Images
How can a firm use exploratory research to
uncover consumers’ attitudes toward their
product/service?
9-18
Conclusive Research Methods
Can be either:
Descriptive
Experimental
Steve Cole/Getty Images
Photodisc Collection/Getty Images
9-19
Data Collection Techniques
Exploratory Methods
Observation
Social Media
In-depth
interview
Focus group
TheIdeaGroup Commercial
9-20
Describing the benefits
• How could Ziploc use
exploratory research
to design this ad?
SC Johnson Co
9-21
Check Yourself
1.
What are the types of exploratory
research?
9-22
Survey Research
9-23
• Response rates are
relatively high
• Respondents may lie
less
• It is inexpensive
• Results are processed
and received quickly
Simon Fell/Getty Images
Web Surveying
9-24
Using Web Surveying
The McGraw-Hill Companies, Inc/
John Flournoy, photographer
How do firms successfully use web surveying?
9-25
Experimental Research
AP Photo/Mary Altaffer
Focus Group by Microsoft for Vista
9-26
Advantages and Disadvantages of
Secondary and Primary Data
9-27
Check Yourself
1.
What are the types of conclusive
research?
2.
What are the advantages and
disadvantages of primary and secondary
research?
9-28
©Getty Images
Step 4: Analyzing Data
and Developing Insights
Converting data into information to explain,
predict and/or evaluate a particular situation.
9-29
Step 5: Action Plan and Implementation
Executive Summary
Body
Conclusions
Limitations
Digital Vision/Getty Images
Supplements including
tables, figures, appendices
9-30
Debating Domestic Eavesdropping
9-31
Check Yourself
1.
What are the steps in the marketing
research process?
2.
What is the difference between data and
information?
9-32
The Ethics of
Using Customer Information
Strong ethical
orientation
Adhere to
ethical practices
9-33
Check Yourself
1.
Under what circumstances is it ethical to
use consumer information in marketing
research?
9-34