Lecture M: Marketing (4/e) - Chapter 10: Marketing research

Chapter 10: Marketing research. In this chapter you will learn: 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 in which collecting information on consumers is.

chapter ten marketing research Copyright © 2015 McGraw­Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw­Hill Education LEARNING OBJECTIVES  LO 10-1 Identify the five steps in the marketing research process LO 10-2 Describe the various secondary data sources LO 10-3 Describe the various primary data collection techniques LO 10-4 Summarize the differences between secondary data and primary data LO 10-5 Examine the circumstances in which collecting information on consumers is 10­2 Step 1: Defining Objectives  and Research Needs 10­3 Step 2: Designing the Research 10­4 Step 3:  Data Collection Process Secondary data Primary data 10­5 ©Getty Images Step 4: Analyzing Data  and Developing Insights Converting data into information to explain, predict and/or evaluate a particular situation 10­6 Step 5: Action Plan and  Implementation Digital Vision/Getty Images 10­7  check yourself • • What are the steps in the marketing research process? What is the difference between data and information? 10­8 External Secondary Data Syndicated Data Name ACNielsen (www.acnielsen.com) Services Provided With its Market Measurement Services, the company tracks the sales of consumer packaged goods, gathered at the point of sale in retail stores of all types and sizes SymphonyIRI Group (www.symphonyiri.com) InfoScan store tracking provides detailed information about sales, share, distribution, pricing, and promotion across a wide variety of retail channels and accounts J.D Power and Associates (www.jdpower.com) Widely known for its automotive ratings, it produces quality and customer satisfaction research for a variety of industries Mediamark Research Inc (www.mediamark.com) Supplies multimedia audience research pertaining to media and marketing planning for advertised brands National Purchase Diary Panel (www.npd.com) Based on detailed records consumers keep about their purchases (i.e., a diary), it provides information about product movement and consumer behavior in a variety of industries NOP World (www.nopworld.com) The mKids US research study tracks mobile telephone ownership and usage, brand affinities, and entertainment habits of American youth between 12 and 19 years of age Research and Markets (www.researchandmarkets.com) Promotes itself as a one-stop shop for market research and data from most leading publishers, consultants, and analysts Roper Center for Public Opinion Research (www.ropercenter.uconn.edu) Simmons Market Research Bureau (www.smrb.com) The General Social Survey is one of the nation’s longest running surveys of social, cultural, and political indicators Yankelovich (www.yankelovich.com) The MONITOR tracks consumer attitudes, values, and lifestyles shaping the American marketplace Reports on the products American consumers buy, the brands they prefer, and their lifestyles, attitudes, and media preferences 10­9 Courtesy The Nielsen Co External Secondary Data Scanner Research IRI Website 10­10 Survey Research 10­17 • • • • Response rates are relatively high Respondents may lie less It is inexpensive Results are processed and received quickly Simon Fell/Getty Images Web Surveying 10­18 Using Web Surveying The McGraw-Hill Companies, Inc/ John Flournoy, photographer How firms successfully use web surveying? 10­19 Experimental Research AP Photo/Mary Altaffer 10­20 Advantages and Disadvantages of  Secondary and Primary Data Type Secondary Research Examples q q q q q q Census data Sales invoices Internet information Books Journal articles Syndicated data Advantages q q Saves time in collecting data because they are readily available Free or inexpensive (except for syndicated data) Disadvantages q q q q q Primary Research q q q q Observed consumer behavior Focus group interviews Surveys Experiments q q q q q Specific to the immediate data needs and topic at hand Offers behavioral insights generally not available from secondary research q q q q q 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 Costly Time consuming Requires more sophisticated training and experience to design study and collect data 10­21  check yourself • • What are the types of quantitative research? What are the advantages and disadvantages of primary and secondary research? 10­22 The Ethics of  Using Customer Information 10­23  check yourself • • Under what circumstances is it ethical to use consumer information in marketing research? What challenges technological advances pose for the ethics of marketing research? 10­24 Glossary Data are raw numbers or other factual information that, on their own, have limited value to marketers Return to slide 10­25 Glossary Experimental research is a type of quantitative research that systematically manipulates one or more variables to determine which variables have a causal effect on another variable Return to slide 10­26 Glossary Marketing research consists of a set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data that can aid decision makers involved in marketing goods, services, or ideas Return to slide 10­27 Glossary Panel research is a type of quantitative research that involves collecting information from a group of consumers (the panel) over time Return to slide 10­28 Glossary Scanner research is a type of quantitative research that uses data obtained from scanner readings of UPC codes at check-out counters Return to slide 10­29 Glossary A survey is a systematic means of collecting information from people that generally uses a questionnaire Return to slide 10­30 Glossary Syndicated data are data available for a fee from commercial research firms such as Information Resources Inc (IRI), National Purchase Diary Panel, and ACNielsen Return to slide 10­31 ... LO 1 0-1 Identify the five steps in the marketing research process LO 1 0-2 Describe the various secondary data sources LO 1 0-3 Describe the various primary data collection techniques LO 1 0-4 Summarize... external secondary research? 10­13 Qualitative versus Quantitative Data Collection Techniques Qualitative research Quantitative research Data collection research 10­14 Data Collection In-Store Tracking... a one-stop shop for market research and data from most leading publishers, consultants, and analysts Roper Center for Public Opinion Research (www.ropercenter.uconn.edu) Simmons Market Research