Download Chapter 3

Gathering Marketing
Information
Chapter 3
Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix
Slides prepared by Joe Rosagrata
Managing marketing
information
 Effectively managed information is the key to
successful, strategic market planning.
 All organisations need information about the
market and the marketing environment in
order to gain insights and make better
decisions.
Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix
Slides prepared by Joe Rosagrata
3-1
Marketing research
 Marketing research consists of all the
activities that enable an organisation to
obtain the information it needs to make
decisions about the environment, its
marketing mix, and its present and
potential customers.
Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix
Slides prepared by Joe Rosagrata
3-2
The scope of marketing
research
 Syndicated research services—reports
produced and sold by research firms
e.g. ABS or ACNielsens.
 Marketing information systems—the firm’s
internal system for providing continuous,
scheduled and standardised marketing
information.
Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix
Slides prepared by Joe Rosagrata
3-3
The scope of marketing
research (cont.)
 Decision support systems—computer
based systems that enable marketers to
quickly answer specific research
questions.
 Databases—data is organised, stored and
updated in a computer database.
Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix
Slides prepared by Joe Rosagrata
3-4
Advantages of databases
 They can isolate groups of customers by
specific characteristics:
 Demographics
 Psychographics (lifestyle analysis)
 Purchase history
 Inventory and stock control
e.g. supermarket scanners.
Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix
Slides prepared by Joe Rosagrata
3-5
Research process
Define the objective/problem
Conduct situation
analysis
Conduct informal investigation
Further
No End project and
study
report results
needed?
Yes
Plan and conduct formal investigation
Analyse data and report results
Conduct follow-up
Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix
Slides prepared by Joe Rosagrata
3-6
Primary data is gathered
using
 Surveys
 Personal interviews
 Telephone surveys
 Mail surveys
 Observation
 Personal
 Mechanical
 Experiments
 Laboratory
 Field
Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix
Slides prepared by Joe Rosagrata
3-7
Quantitative and qualitative
 Research can be:
 Quantitative—this is where quantifiable
information is gathered by asking many
people specially structured questions.
 Typical answers are either ‘Yes’ or ‘No’
or numerical (closed-ended
questioning).
Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix
Slides prepared by Joe Rosagrata
3-8
Quantitative and qualitative
(cont.)
 Qualitative—this is where a question is
asking for an in-depth answer (openended questioning). The objective of
the survey is to collect more insightful
or complex information.
Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix
Slides prepared by Joe Rosagrata
3-9
Questionnaire design
 The right questions are the key:
issues to consider in questionnaire
design.
• Question selection
• Question form
• Question wording
• Question sequencing
• Closed-ended
• Open-ended
Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix
Slides prepared by Joe Rosagrata
3-10
The sample
 The marketer should choose a sample that
will provide the most accurate information for
the problem.
 Basic types of sampling:
 Random
 Probability
 Convenience
Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix
Slides prepared by Joe Rosagrata
3-11
Collecting the data
 People (data-gatherers) collect information
in the field.
 Should avoid bias error.
 Should avoid asking their own version of
the question.
 Should avoid written response cheating
(fake answer supplied by the interviewer).
Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix
Slides prepared by Joe Rosagrata
3-12
Analyse data and report
results
 Analysis and interpretation are the key
elements to a good research report.
 The end-product of the investigation is the
researcher’s conclusion and
recommendations.
 The report should contain:
• Methodology
• Findings
• Recommendations
• Synopsis
Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix
Slides prepared by Joe Rosagrata
3-13
The follow-up
 Follow-up is done to determine
if the findings from the report
are being implemented and if they are
successful.
Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix
Slides prepared by Joe Rosagrata
3-14