8 Marketing Research

©2002South-WesternChapter8Version6e1chapterMarketingResearch8©2002South-WesternChapter8Version6e2MarketingResearchTheprocessofplanning,collecting,andanalyzingdatarelevanttoamarketingdecision.2©2002South-WesternChapter8Version6e3DiagnosticPredictiveDescriptiveGatheringandpresentingfactualstatementsExplainingdataAttemptingtoestimatetheresultsofaplannedmarketingdecisionRolesofMarketingResearch2©2002South-WesternChapter8Version6e4ManagementUsesofMarketingResearchImprovethequalityofdecisionmakingTraceproblemsFocusonkeepingexistingcustomersUnderstandtheever-changingmarketplace2©2002South-WesternChapter8Version6e5TheMarketingResearchProcessCollectDataSpecifySamplingProcedurePlanDesign/PrimaryDataDefineProblemAnalyzeDataPrepare/PresentReportFollowUp3©2002South-WesternChapter8Version6e6SecondaryDataDatapreviouslycollectedforanypurposeotherthantheoneathand.3©2002South-WesternChapter8Version6e7SourcesofSecondaryDataGovernmentAgenciesTradeandIndustryAssociationsMarketingResearchFirmsCommercialPublicationsNewsMediaInternalCorporateInformation3©2002South-WesternChapter8Version6e8AdvantagesofSecondaryDataSavestimeandmoneyifontargetAidsindeterminingdirectionforprimarydatacollectionPinpointsthekindsofpeopletoapproachServesasabasisofcomparisonforotherdata3©2002South-WesternChapter8Version6e9DisadvantagesofSecondaryData3MaynotbeontargetwiththeresearchproblemQualityandaccuracyofdatamayposeaproblem©2002South-WesternChapter8Version6e10TheNewAgeofSecondaryInformation3TheInternetSearchEnginesandDirectoriesSitesofInteresttoMarketingResearchersDiscussionGroupsPeriodical,Newspaper,andBookDatabases©2002South-WesternChapter8Version6e11PrimaryDataInformationcollectedforthefirsttime.Canbeusedforsolvingtheparticularproblemunderinvestigation.3©2002South-WesternChapter8Version6e12ResearchDesignSpecifieswhichresearchquestionsmustbeanswered,howandwhenthedatawillbegathered,andhowthedatawillbeanalyzed.3©2002South-WesternChapter8Version6e13PlanningtheResearchDesign3Whichresearchquestionsmustbeanswered?Howandwhenwilldatabegathered?Howwillthedatabeanalyzed??©2002South-WesternChapter8Version6e14AdvantagesofPrimaryData3AnswersaspecificresearchquestionDataarecurrentSourceofdataisknownSecrecycanbemaintained©2002South-WesternChapter8Version6e15DisadvantagesofPrimaryData3ExpensiveQualitydeclinesifinterviewsarelengthyReluctancetoparticipateinlengthyinterviewsDisadvantagesareusuallyoffsetbytheadvantagesofprimarydata!©2002South-WesternChapter8Version6e16SurveyResearchThemostpopulartechniqueforgatheringprimarydatainwhicharesearcherinteractswithpeopletoobtainfacts,opinions,andattitudes.3©2002South-WesternChapter8Version6e17FormsofSurveyResearchFocusGroupsExecutiveInterviewsMailSurveysTelephoneInterviews(HomeandCentralLocation)MallInterceptInterviewsIn-HomeInterviews3©2002South-WesternChapter8Version6e18MallInterceptInterviewSurveyresearchmethodthatinvolvesinterviewingpeopleinthecommonareasofshoppingmalls.3©2002South-WesternChapter8Version6e19ExecutiveInterviews3Atypeofsurveythatinvolvesinterviewingbusinesspeopleattheirofficesconcerningindustrialproductsorservices.©2002South-WesternChapter8Version6e20FocusGroup3Seventotenpeoplewhoparticipateinagroupdiscussionledbyamoderator.©2002South-WesternChapter8Version6e21AdvantagesofOn-LineFocusGroups3SpeedCost-effectivenessBroadgeographicscopeAccessibilityHonesty©2002South-WesternChapter8Version6e22QuestionnaireDesign3Open-EndedQuestionClosed-EndedQuestionScaled-ResponseQuestionAninterviewquestionthatencouragesananswerphrasedinrespondent’sownwords.Aninterviewquestionthataskstherespondenttomakeaselectionfromalimitedlistofresponses.Aclosed-endedquestiondesignedtomeasuretheintensityofarespondent’sanswer.©2002South-WesternChapter8Version6e23QuestionnaireDesignQualitiesofGoodQuestionnairesClearandConciseNoAmbiguousLanguageUnbiasedReasonableTerminology3©2002South-WesternChapter8Version6e24ObservationResearch3©2002South-WesternChapter8Version6e25ObservationResearchMysteryShoppersOne-WayMirrorsTypesofObservationResearchAuditsMachinesWatchingPeoplePeopleWatchingPeoplePeopleWatchinganActivityTrafficCountersPassivePeopleMeter3©2002South-WesternChapter8Version6e26MysteryShoppers3Researchersposingascustomerswhogatherobservationaldataaboutastoreandcollectdataaboutcustomer/employeeinteractions.©2002South-WesternChapter8Version6e27PreparingandPresentingtheReport3ConcisestatementoftheresearchobjectivesExplanationofresearchdesignSummaryofmajorfindingsConclusionwithrecommendations©2002South-WesternChapter8Version6e28FollowingUpWeretherecommendationsfollowed?Wassufficientdecision-makinginformationincludedinthereport?Whatcouldhavebeendonetomakethereportmoreuseful?3©2002South-WesternChapter8Version6e29WhenShouldMarketingResearchbeConducted?WherethereisahighlevelofuncertaintyWhenvalueofresearchinformationexceedsthecostofgeneratingtheinformation5©2002South-WesternChapter8Version6e30CompetitiveIntelligenceAnintelligencesystemthathelpsmanagersassesstheircompetitionandvendorsinordertobecomemoreefficientan