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Transcript of Chapter 9 Copyright ©2012 by Cengage Learning Inc. All rights reserved 1 Lamb, Hair, McDaniel...
Chapter 9 Copyright ©2012 by Cengage Learning Inc. All rights reserved 1
Lamb, Hair, McDaniel
CHAPTER 9
Decision Support Systems and Marketing Research
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Chapter 9 Copyright ©2012 by Cengage Learning Inc. All rights reserved 2
The Role ofMarketing Research
MarketingResearch
MarketingResearch
The process of planning, collecting, and analyzing data relevant to a marketing decision.
LO2
Chapter 9 Copyright ©2012 by Cengage Learning Inc. All rights reserved 3
The Role ofMarketing Research
Diagnostic
Predictive
Descriptive Gathering and presenting
factual statements
Explaining data
Address “what if” questions
LO2
Chapter 9 Copyright ©2012 by Cengage Learning Inc. All rights reserved 4
Management Uses of Marketing Research
Improve the quality of decision making Trace problems Focus on keeping existing customers Understand the marketplace Alert them to marketplace trends Gauge the value of goods and services, and the
level of customer satisfaction
NOTE: Supplemental content – not in book.
LO2
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Chapter 9 Copyright ©2012 by Cengage Learning Inc. All rights reserved 5
CollectData
CollectData
SpecifySamplingProcedure
SpecifySamplingProcedure
Plan Design/Primary DataPlan Design/Primary Data
DefineProblemDefine
Problem
AnalyzeData
AnalyzeData
Prepare/PresentReport
Prepare/PresentReport
Follow UpFollow Up
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LO3
The Marketing The Marketing Research ProcessResearch Process
Chapter 9 Copyright ©2012 by Cengage Learning Inc. All rights reserved 6
The Marketing Research Project
Marketing Research Problem
Marketing Research Problem
Marketing Research Objective
Marketing Research Objective
Management Decision Problem
Management Decision Problem
Determining what information is needed and how that information can be obtained efficiently and effectively.
Determining what information is needed and how that information can be obtained efficiently and effectively.
The specific information needed to solve a marketing research problem; the objective should be to provide insightful decision-making information.
The specific information needed to solve a marketing research problem; the objective should be to provide insightful decision-making information.
A broad-based problem that uses marketing research in order for managers to take proper actions.
A broad-based problem that uses marketing research in order for managers to take proper actions.
LO3
Chapter 9 Copyright ©2012 by Cengage Learning Inc. All rights reserved 7
Planning theResearch Design
Which research questions
must be answered?
How and whenwill data be gathered?
How willthe data
be analyzed?
?
LO3
Chapter 9 Copyright ©2012 by Cengage Learning Inc. All rights reserved 8
Sources of Secondary Data
Government AgenciesGovernment Agencies
Trade and Industry AssociationsTrade and Industry Associations
Business PeriodicalsBusiness Periodicals
News MediaNews Media
Internal Corporate InformationInternal Corporate Information
LO3
Chapter 9 Copyright ©2012 by Cengage Learning Inc. All rights reserved 9
Secondary DataAdvantages:Saves time and money if on targetAids in determining direction for primary data collectionPinpoints the kinds of people to approachServes as a basis of comparison for other data
LO3
Disadvantages:May not give adequate detailed informationMay not be on target with the research problemQuality and accuracy of data may pose a problem
Chapter 9 Copyright ©2012 by Cengage Learning Inc. All rights reserved 10
The New Age of Secondary Information: The Internet
LO3
The rapid development of the Internet has eliminated much of the drudgery associated with the
collection of secondary data.
Chapter 9 Copyright ©2012 by Cengage Learning Inc. All rights reserved 11
Marketing Research Aggregators
Acquire, catalog, reformat, segment, and resell reports already published by large and small marketing research firm.
Databases are getting bigger, more comprehensive, and easier to search.
LO3
Some major aggregators are:
mindbranch.com
aarkstore.com
usadata.com
Chapter 9 Copyright ©2012 by Cengage Learning Inc. All rights reserved 12
Primary Data
Information collected for the first time. Used for solving the particular problem
under investigation.
Advantages: Answers a specific research question Data are current Source of data is known Secrecy can be maintained
Disadvantages: Primary data can be very expensive.
LO3
Disadvantages are usually offset by the advantages of primary data.
Chapter 9 Copyright ©2012 by Cengage Learning Inc. All rights reserved 13
Survey Research
The most popular technique for
gathering primary data, in
which a researcher interacts
with people to obtain facts,
opinions, and attitudes.
Survey ResearchSurvey Research
LO3
Chapter 9 Copyright ©2012 by Cengage Learning Inc. All rights reserved 14
Forms of Survey Research
Focus GroupsFocus Groups
Executive InterviewsExecutive Interviews
Mail SurveysMail Surveys
Telephone InterviewsTelephone Interviews
Mall Intercept InterviewsMall Intercept Interviews
In-Home InterviewsIn-Home Interviews
LO3
Chapter 9 Copyright ©2012 by Cengage Learning Inc. All rights reserved 15
Questionnaire Design
Open-EndedQuestion
Open-EndedQuestion
Closed-EndedQuestion
Closed-EndedQuestion
Scaled-Response Question
Scaled-Response Question
An interview question that encourages an answer phrased in the respondent’s
own words.
An interview question that encourages an answer phrased in the respondent’s
own words.
An interview question that asks the respondent to make a selection
from a limited list of responses.
An interview question that asks the respondent to make a selection
from a limited list of responses.
A closed-ended question designed to measure the intensity
of a respondent’s answer.
A closed-ended question designed to measure the intensity
of a respondent’s answer.
LO3
Chapter 9 Copyright ©2012 by Cengage Learning Inc. All rights reserved 16
Questionnaire Design
Avocado 1 Olives (black/green) 6 Cheese (Monterey Jack/cheddar) 2 Onions (red/white) 7 Guacamole 3 Peppers (red/green) 8 Lettuce 4 Pimento 9 Mexican hot sauce 5 Sour cream 0
Closed-ended and scaled-response questions are easier to tabulate than open-ended questions because response choices are fixed. On the other hand, unless the researcher designs the closed-ended question very carefully, an important choice may be omitted.
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Questionnaire Design
Clear and conciseClear and concise
No ambiguous languageNo ambiguous language
Avoid two questions in oneAvoid two questions in one
Avoid leading questionsAvoid leading questions
LO3
Chapter 9 Copyright ©2012 by Cengage Learning Inc. All rights reserved 18
LO3
Observation ResearchObservation Research
A research
method that
relies on four
types of
observation:
Chapter 9 Copyright ©2012 by Cengage Learning Inc. All rights reserved 19
Ethnographic Research
Ethnographic Research
Ethnographic Research
The study of human behavior
in its natural context; involves
observation of behavior and
physical setting.
LO3
Chapter 9 Copyright ©2012 by Cengage Learning Inc. All rights reserved 20
Virtual Shopping
Advantages of virtual shopping:• Creates an environment with a realistic level of
complexity and variety.• Allows quick set up and altering of tests.• Low production costs.• High flexibility.
LO3
Chapter 9 Copyright ©2012 by Cengage Learning Inc. All rights reserved 21
Experiments• Experiments are used by researchers to
gather primary data.
Experiment Variables
Price
Package design
Shelf space
Advertising theme
Advertising expenditures
Chapter 9 Copyright ©2012 by Cengage Learning Inc. All rights reserved 22
Sampling Procedure
UniverseUniverse SampleSample
Probability Samples
Probability Samples
Non-Probability Samples
Non-Probability Samples
LO3
Chapter 9 Copyright ©2012 by Cengage Learning Inc. All rights reserved 23
Types of Samples
Probability Samples
Probability Samples
Simple Random Sample
Simple Random Sample
Stratified Sample
Stratified Sample
Cluster Sample
Cluster Sample
SystematicSample
SystematicSample
Non-Probability Samples
Non-Probability Samples
Convenience Sample
Convenience Sample
JudgmentSample
JudgmentSample
Quota SampleQuota Sample
SnowballSample
SnowballSample
LO3
Chapter 9 Copyright ©2012 by Cengage Learning Inc. All rights reserved 24
Analyzing the Data
A method of analyzing data that
lets the analyst look at the
responses to one question in
relation to the responses to one
or more other questions.
Cross-Tabulation
Cross-Tabulation
LO3
Chapter 9 Copyright ©2012 by Cengage Learning Inc. All rights reserved 25
Preparing andPresenting the Report
Concise statement of the research objectives
Explanation of research design
Summary of major findings
Conclusion with recommendations
LO3
Chapter 9 Copyright ©2012 by Cengage Learning Inc. All rights reserved 26
Following Up
Were the recommendations followed?
Was sufficient decision-making information included in the report?
What could have been done to make the report more useful to management?
LO3
Chapter 9 Copyright ©2012 by Cengage Learning Inc. All rights reserved 27
Impact of the Internet
Under appropriate conditions, can represent the entire population
Has replaced computer-assisted telephone interviewing
Rated as having the greatest potential for further growth
LO4
Chapter 9 Copyright ©2012 by Cengage Learning Inc. All rights reserved 28
Advantages ofInternet Surveys
Contact with the hard-to-reach
Contact with the hard-to-reach
Improved respondent participation
Improved respondent participation
Personalized questions and data
Personalized questions and data
Reduced costsReduced costs
Rapid development,Real-time reporting
Rapid development,Real-time reporting
LO4
Chapter 9 Copyright ©2012 by Cengage Learning Inc. All rights reserved 29
Uses of the Internet by Marketing Researchers
Other types of marketing research Other types of marketing research
Conduct focus groupsConduct focus groups
Administer surveysAdminister surveys
LO4
Chapter 9 Copyright ©2012 by Cengage Learning Inc. All rights reserved 30
Process for Online Focus Groups
1. Build a database of respondents via Web site screening questionnaire
2. Identify qualified individuals via e-mail
3. Develop a discussion guide
4. Moderator runs group by typing in questions online for all to see
5. Environment is similar to a chat room
6. Firm captures the complete text of the focus group
LO4
Chapter 9 Copyright ©2012 by Cengage Learning Inc. All rights reserved 31
The Moderator’s Role
Provides respondents with questions and instructions.
Provides respondents with questions and instructions.
Provides respondents access to stimuli, such as ad mockups or videos.
Provides respondents access to stimuli, such as ad mockups or videos.
LO4
Chapter 9 Copyright ©2012 by Cengage Learning Inc. All rights reserved 32
Advantages of Online Focus Groups
Better participation ratesCost-effectivenessBroad geographic scopeAccessibilityHonesty
LO4
Chapter 9 Copyright ©2012 by Cengage Learning Inc. All rights reserved 33
Scanner-Based ResearchA system for gathering information from a single group of respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and the things they buy.
BehaviorScan InfoScan
LO5
Research program that tracks the purchases of 3,000 households through store scanners in each research market
Sales-tracking service for the consumer packaged-goods industry
Chapter 9 Copyright ©2012 by Cengage Learning Inc. All rights reserved 34
Competitive Intelligence
An intelligence system that helps
managers assess their
competition and vendors in order
to become more efficient and
effective competitors.Competitive
Intelligence (CI)
Competitive Intelligence (CI)
LO7
Chapter 9 Copyright ©2012 by Cengage Learning Inc. All rights reserved 35
When Should Marketing Research Be Conducted?
Depends on managers’ perceptions of its quality, price, and timing
When the expected value of research information exceeds the cost of generating the information
LO6