Chapter 91 MKTG Marketing Research 9 CHAPTER. Chapter 92 The Role of Marketing Research LO 2...
-
Upload
kerry-lawson -
Category
Documents
-
view
231 -
download
6
Transcript of Chapter 91 MKTG Marketing Research 9 CHAPTER. Chapter 92 The Role of Marketing Research LO 2...
Chapter 9 1
MKTG
Marketing Research9CHAPTER
Chapter 9 2
The Role of Marketing Research
LO2
MarketingResearch
MarketingResearch
The process of planning, collecting, and analyzing data relevant to a marketing decision.
Chapter 9 3
Marketing Research Types
LO2
Diagnostic(Exploratory)
Predictive(Causal)
Descriptive Gathering and presenting
factual statements
Explaining data
“What if?”
Chapter 9 4
The Marketing Research Process
LO3
CollectData
CollectData
SpecifySamplingProcedure
SpecifySamplingProcedure
Plan Design/Primary DataPlan Design/Primary Data
DefineProblemDefine
Problem
AnalyzeData
AnalyzeData
Prepare/PresentReport
Prepare/PresentReport
Follow UpFollow Up
1
23
4
5
6
7
Chapter 9 5
Marketing ResearchLO3
Marketing Research Problem
Marketing Research Problem
MarketingResearch Objective
MarketingResearch 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 provide insightful
decision-making information.
The specific information needed to solve a marketing research problem; the objective should provide insightful
decision-making information.
A broad-based problem that requires marketing research in order for managers to take proper actions.
A broad-based problem that requires marketing research in order for managers to take proper actions.
Chapter 9 6
Secondary DataLO3
Data previously collected
for any purpose other
than the one at hand.
Secondary Data
Secondary Data
Sources:
Internal vs. External
Chapter 9 7
Advantages of Secondary DataLO3
Saves time and money if on target
Aids in determining direction for primary data collection
Pinpoints the kinds of people to approach
Serves as a basis of comparison for other data
Chapter 9 8
Disadvantages of Secondary DataLO3
May not give adequate detailed information
May not be on target with the research problem
Quality and accuracy of data may pose a problem
Chapter 9 9
Primary DataLO3
Primary Data
Primary Data
Information collected for the
first time. Can be used for
solving the particular problem
under investigation.
Chapter 9 10
Advantages of Primary DataLO3
Answers a specific research question
Data are current Source of data is
known Secrecy can be
maintained
Chapter 9 11
Disadvantages of Primary DataLO3
Expensive “Piggybacking”
may confuse respondents
Quality declines if interviews are lengthy
Reluctance to participate in lengthy interviews
Disadvantages are usually offset by the advantages of primary data.
Chapter 9 12
Planning the Research DesignLO3
Which research questions
must be answered?
How and whenwill data be gathered?
How willthe data
be analyzed?
?
Chapter 9 13
Forms of Survey ResearchLO3
Focus GroupsFocus Groups
Executive InterviewsExecutive Interviews
Mail SurveysMail Surveys
Telephone InterviewsTelephone Interviews
Mall Intercept InterviewsMall Intercept Interviews
In-Home InterviewsIn-Home Interviews
Internet SurveysInternet Surveys
Chapter 9 14
LO4 Focus Groups
Used to collect diagnostic info.
Uses small groups
Uses open-ended questions
Often lasts 1 – 2 hours
Often videotaped
Listening for responses as well as watching reactions and body language
Advantages Speed Cost-effectiveness Broad geographic scope Accessibility Honesty
Chapter 9 15
Observational ResearchLO3
SituationPeople
watching people
People watching
phenomena
Machines watching people
Machines watching
phenomena
ExampleMystery
shoppers in a supermarket
Observer
at an intersection
counting traffic
Video cameras recording behavior
Traffic-counting machine
monitoring traffic flow
Online
http://www.bmiltd.com
Chapter 9 16
What is Sampling?LO3
SampleSample
UniverseUniverse
A subset from a large population.A subset from a large population.
The population from which a sample will be drawn.
The population from which a sample will be drawn.
Chapter 9 17
Types of SamplesLO3
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
Chapter 9 18
Marketing Decision Support SystemsLO1