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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: – – – 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: • • • 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 • • • • 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 • • • • • • 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: – – 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: – – – 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: – – – 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: • – – – – 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