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Transcript of 10-1 CHAPTER MARKETING RESEARCH 10 Copyright © 2016 McGraw-Hill Education. All rights reserved. No...
10-1
CHAPTER
MARKETING RESEARCH
10
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
10-2
L E A R N I N G O B J E C T I V E S
Identify the five steps in the marketing research process.
Describe the various secondary data sources.
Describe the various primary data collection techniques.
Summarize the differences between secondary data and primary data.
Examine the circumstances under which collecting information on consumers is ethical.
Marketing Research
LO1
LO2
LO3
LO4
LO5
10-3
Disney
Ron S Buskirk/Alamy
10-4
McDonald’s Makeover
10-5
Market Research Outcome
What might have Chef Boyardee learned in research to design this product and this print ad?
Ad Courtesy of ConAgra Foods
10-6
Marketing Research
Collecting Recording Analyzing Interpreting Decision Making
DATA
10-7
What Would You Do?
• He has just finished giving a successful presentation to a major client.
• The client has asked for a list of companies that participated in the study and copies of all the completed surveys.
Meet Aaron, a marketing researcher:
CASRO
Ryan McVay/Getty Images
10-8
The Marketing Research Process
Defining the objectives and research needs
Designing the research
Collecting the data
Analyzing data and
developing insights
Developing and implementing an
action plan
10-9
Step 1: Defining Objectives and Research Needs
What information is needed to answer specific research
questions?
How should that information be
obtained?
10-10
Step 2: Designing the Research
Type of data Type of research
10-11
Step 3: Collecting the Data
10-12
Converting data into information to explain, predict and/or evaluate a particular situation.
Step 4: Analyzing Data and Developing Insights
©G
etty
Imag
es
10-13
Step 5: Developing and Implementing an Action Plan
Executive Summary
Body
Conclusions
Limitations
Supplements including tables, figures, appendices
Digital Vision/Getty Images
10-14
CHECK YOURSELF
1. What are the steps in the marketing research process?
2. What is the difference between data and information?
10-15
External Secondary DataSyndicated Data
10-16
External Secondary DataScanner Research
Cou
rtesy
The
Nie
lsen
Co
IRI
10-17
External Secondary DataPanel Research
Group of consumersSurvey or sales receipts
What are they buying
or not buying?
©BananaStock/PunchStock
Flying Colours Ltd/Getty Images
10-18
Internal Secondary Data
Data Warehouse
Data Mining
10-19
CHECK YOURSELF
1. What is the difference between internal and external secondary research?
10-20
Qualitative versus QuantitativeData Collection Techniques
Datacollectionresearch
Qualitative research
Observation In-Depth interviews
Focus groups Social media
Quantitative research
Experiments Survey
Scanner Panel
10-21
Data Collection
Qualitative Research
Observation Social Media In-depth interview Focus group
In-Store TrackingAnalytics
10-22
Describing the benefits
How could Ziploc use qualitative research to design this ad?
SC Johnson Co
10-23
CHECK YOURSELF
1. What are the types of qualitative research?
10-24
Survey Research
10-25
Web Surveying
Response rates are relatively high
Respondents may lie less
It is inexpensive Results are
processed and received quickly
Sim
on F
ell/G
etty
Imag
es
10-26
How do firms successfully use web surveying?
Using Web Surveying
The
McG
raw
-Hill
Com
pani
es, I
nc/
John
Flo
urno
y, p
hoto
grap
her
10-27
Experimental Research
AP Photo/Mary Altaffer
10-28
Advantages and Disadvantages of Secondary and Primary Data
Type Examples Advantages Disadvantages
Secondary Research
Primary Research
Census data Sales invoices Internet information Books Journal articles Syndicated data
Saves time in collecting data because they are readily available
Free or inexpensive (except for syndicated data)
May not be precisely relevant to information needs
Information may not be timely Sources may not be original,
and therefore usefulness is an issue
Methodologies for collecting data may not be appropriate
Data sources may be biased
Observed consumer behavior Focus group interviews Surveys Experiments
Specific to the immediate data needs and topic at hand Offers behavioral insights generally not available from secondary research
Costly Time consuming Requires more sophisticated training and experience to
design study and collect data
10-29
CHECK YOURSELF
1. What are the types of quantitative research?
2. What are the advantages and disadvantages of primary and secondary research?
10-30
Debating Domestic Eavesdropping
10-31
The Ethics of Using Customer Information
Strong ethical orientation Adhere to ethical practices
10-32
CHECK YOURSELF
1. Under what circumstances is it ethical to use consumer information in marketing research?
2. What challenges do technological advances pose for the ethics of marketing research?