The Marketing Research Process
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Transcript of The Marketing Research Process
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The Marketing Research Process
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Lesson Objectives
Explain the steps in designing and conducting marketing research
Compare primary and secondary dataCollect and interpret marketing
informationIdentify elements in a marketing research
report
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Marketing Research Process
Defining the problemObtaining data
◦Secondary data◦Primary data
Analyzing the dataRecommending solutionsApplying the findings
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Problem definition
What decisions need to be made and what information is needed?
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Problem Definition
Objective Question
Determine guest satisfaction with facilities
Determine if vacationers and convention-goers differ in their levels of satisfaction
On a scale of 1 to 5, how would you rate the following resort facilities (list facilities)
What was the primary purpose of your visit?
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Obtaining Data
Primary dataSecondary data
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Primary Data
Data obtained for the first time and used specifically for a particular question, problem or issueSurvey method
◦Most frequently used◦Sample◦ Internet surveys◦ Interviews
Observation method◦Mystery shopping◦Point-of-sale research
Experimental method◦Test markets◦Package designs◦Media◦Promotions
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Secondary Data
Information previously collected for another purposeInternal Sources
◦Monthly sales◦Customer locations
◦Customer buying patterns
◦Popular products
External Sources◦Internet Sources◦U.S. and State
Government◦Specialized
research companies◦Business
Publications◦Trade organizations
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Let’s gather some primary data.....
COLA TASTE TEST
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Marketing Research Process
Defining the problemObtaining data
◦Secondary data◦Primary data
Analyzing the dataRecommending solutionsApplying the findings
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Secondary Data
Information previously collected for another purposeInternal Sources
◦Monthly sales◦Customer locations
◦Customer buying patterns
◦Popular products
External Sources◦Internet Sources◦U.S. and State
Government◦Specialized
research companies◦Business
Publications◦Trade organizations
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Analyzing the Data
Process of compiling, analyzing and interpreting the results of primary and secondary data collection
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NumberSelected Percent
Cola A 9 33.33%
Cola B 8 29.63%
Cola C 10 37.04%
Total 27 100.00%
Cola Taste PreferencesWoodstock High School Marketing Students
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Recommending and Applying Solutions
Presented in Research Report
Clear and well supported
Additional research?Monitor resultsWas action
successful?
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Developing a Questionnaire
Explain questionnaire validity and reliability
Define:◦Population◦Sample◦Error◦Bias
Design a marketing research surveyConduct a marketing research project
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Validity and Reliability
Validity – questions asked measure what was intended to be measured
Reliability – research technique produces nearly identical results in repeated trials
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Statistical Considerations
Population: size of your marketSample: number of people you are using in your research
◦Determined by acceptable errorConfidence Level (95%, e.g.)Confidence Interval (+/- 4%, e.g.)
◦Affects reliability and validityBias: researcher influence
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Developing A Questionnaire
Open ended questions: respondents construct their own answers to the question
Forced-choice questions: respondents choose from a list of choices.
Rating Scales – respondents choose numerical or graded choices
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Two- Choice Questions
Please answer Yes or No to the following:
1. Did the associates make you feel welcome?Yes No
2. Are you satisfied with the selection? Yes No
3. Was the service prompt? Yes No
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Multiple Choice Questions
1. Please choose which of the following is most important to you when deciding where you shop for clothes:
A. Changing Rooms B. Customer Service C. PriceD. SelectionE. Store LocationF. Other _______________________
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Rating Questions
1.Please rate the following:
Prices: Excellent Good Fair Poor
Selection: Excellent Good Fair PoorCustomer Service: Excellent Good Fair Poor
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Rating Questions
On a scale from 1-10 how satisfied are you with the prices? (1 = poor and 10= excellent)
1 2 3 4 5 6 7 8 9 10
On a scale from 1-10 how satisfied are you with the merchandise selection? (1 = poor and 10= excellent)
1 2 3 4 5 6 7 8 9 10
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Questionnaire Format
Use a variety of questionsWrite clear directions for each sectionWell written and easy to readNumber all questionsMessage at the bottom of each page if
more than one pageTest your questionnaire on a small group
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The Marketing Research Process