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Chapter 3
Gathering Marketing Information
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
3–1
Managing marketing information
• All organisations need information about the
market and the marketing environment.
• Effectively managed information is the key to
successful, strategic market planning.
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
3–2
The need for marketing information
• Competitive pressure.
• Expanding markets.
• Cost of mistakes.
• Increasing customer expectations.
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
3–3
Marketing research
• Marketing research is the interpretation of
decision-oriented information and is used in
all phases of the marketing mix process.
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
3–4
The sources 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  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
3–5
The scope of marketing research
• 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  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
3–6
Advantages of databases
• They can isolate groups of customers by specific
characteristics:
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Demographics.
Psychographics (lifestyle analysis).
Purchase history.
• Inventory and stock control, e.g. supermarket
scanners.
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
3–7
Marketing research projects
• Typical marketing research projects
include:
– The concept test.
– Customer-satisfaction surveys.
– The ‘copy’ test.
– Market-share analysis.
– Segmentation studies.
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
3–8
THE SIX-STEP MARKETING
RESEARCH PROCESS
1. Define the objective/problem—the goal/s of the researcher
(usually to solve the problem).
2. Conduct a situation analysis—a background investigation.
3. Conduct an informal investigation—examine readily
available information.
4. Plan and conduct a formal investigation—collect primary and
secondary data.
5. Analyse the data and report results.
6. Conduct follow up—determine if and how the research was
used.
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
3–9
Research process
Insert Fig 3.1 p 68
marketing research
procedure
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
3–10
PRIMARY DATA IS GATHERED USING:
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Surveys
– Personal interviews.
– Telephone surveys.
– Mail surveys.
Observation
– Personal.
– Mechanical.
Experiments
– Laboratory.
– Field.
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
3–11
Surveys
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Surveys—Gathering data by interviewing people.
Can be expensive and time-consuming.
Potential respondents sometimes refuse to participate.
Response error may occur.
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
3–12
Personal interviews
• Face to face (researcher can clarify a response).
• One to one (may be formal or informal).
• In-depth interviews (usually used to probe for more
information).
• Focus groups, usually four to ten people.
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
3–13
Telephone surveys
• Cost-effective.
• Easy to administer.
• Timely questioning advantage.
• Should be short and to the point.
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
3–14
Mail surveys
• Mail and fax with no contact between interviewer
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•
•
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and respondent.
Self-administered.
Usually no personal bias.
Economical to administer.
Respondent can remain anonymous.
Usually a lower response rate.
Response time is longer.
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
3–15
Quantitative and qualitative
• Research can be:
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Quantitative—this is where quantifiable information is
gathered by asking many people specially structured
questions.
Typical answers are ‘Yes’ or ‘No’ or numerical (closedended questioning).
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
3–16
Quantitative and qualitative
• Qualitative—this is where a question is asking for
an in-depth answer (open-ended questioning). The
objective of the survey is to collect more insightful
or complex information.
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
3–17
Observation
•
•
Personal
– Observing people in action.
– No interview is conducted.
– Researcher may pose as the customer to collect
appropriate qualitative information.
Mechanical
– Information from supermarket scanners.
– In-store camera visual electronic observation.
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
3–18
Experiments
• An experiment is a method of gathering primary
data by which the researcher is able to observe the
results of changing one variable in a situation while
holding all other variables constant.
•
Options for experiments:
– Laboratory.
– Field.
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
3–19
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  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
3–20
The sample
• The marketer should choose a sample that will
provide the most accurate information for solving
the problem.
• Basic types of sampling:
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Random.
Probability.
Convenience.
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
3–21
Collecting the data
• People (data gatherers) who collect information in
the field:
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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  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
3–22
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
conclusions and recommendations.
• The report should contain:
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Synopsis.
Methodology.
Findings.
Recommendations.
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
3–23
The follow up
• Follow up is done to determine
if the findings of the report
are being implemented successfully.
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
3–24