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7-1
Chapter 7
Market Research
and Market
Information
7-2
McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter Goals
•
•
•
•
Market research, the need and the forms
Information systems increase the usefulness of data
Growing role of technology in marketing research
Conducting a market research project
• Gathering and using information about competitors
• Ethics enters into the performance of marketing
research
7-3
McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
Uses of Marketing Research
Markets
Market Segments
Marketing
Mix
Expectations
Satisfaction
Competition
7-4
Marketing Research
The development, interpretation, and
communication of decision-oriented
information to be used in all phases
of the marketing process.
7-5
Scope of Marketing Research
Activities
Syndicated
Services
Decision
Support
System
7-6
Marketing
Information
System
Marketing
Research
Activities
Marketing
Research
Project
Marketing Information Systems
On-going, organized procedure
to generate, analyze, disseminate,
store, and retrieve information
for use in making
marketing decisions.
7-7
Marketing Information Systems
7-8
Decision Support Systems
Computer-based
Allows
Interaction
with Data
Uses various
methods of analysis
7-9
Integrate, analyze
interpret
information
Decision Support Systems
7-10
Data
DATABASE
DATA
WAREHOUSE
DATA
MINING
7-11
Assembled data pertinent
to a particular topic
Enormous collection of data
from external or internal
sources compiled by a firm
Sophisticated techniques
capable of identifying
patterns and relationships
in masses of data
Marketing Research Projects
7-12
Marketing Research Procedure
7-13
Sources of Information
PRIMARY
DATA
Observation
Experimental
Cookies
Test
Market
Mail
Survey
Face
to
Face
7-14
Telephone
Sources of Information
Inside the company
SECONDARY
DATA
Outside the company
7-15
Survey
Data-gathering form
Question wording
Response format
Questionnaire layout
Pretesting
Representative
Sample
Random samples
Convenience samples
7-16
Competitive Intelligence
Process of
gathering
and analyzing
public information
about competitors
7-17
Ethical Issues
Privacy
Market
Research
Data
Use
Data
Collection
False
Representation
7-18
Privacy
Intrusiveness
Deceptive
Implementation
Status of Market Research
Significant
advances
in
methods
Predicting
behavior
is inexact
7-19
But
Conflicting
objectives
Little
investment
in market
opportunity
research
Project
orientation
Key Terms and Concepts
• Marketing research
• Marketing information
system
• Decision support system
• Database
• Data warehouse
• Data mining
• Retail scanners
• Single-source data
7-20
McGraw-Hill/Irwin
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•
•
•
•
•
•
•
•
Situational analysis
Hypothesis
Informal investigation
Primary data
Secondary data
Observation method
Cookies
Survey
Face-to-face interviews
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
Key Terms and Concepts
•
•
•
•
•
•
•
Focus group
Telephone survey
Mail survey
Internet surveys
Experiment
Test marketing
Competitive intelligence
7-21
McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.