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 • • • • • • • • • 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.