Transcript Gathering Primary Data - McGraw Hill Higher Education

McGraw-Hill/Irwin
Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved.
LEARNING OBJECTIVES (LO)
After reading Chapter 8, you should be able to:
LO1
Identify the reason for conducting
marketing research.
LO2
Describe the five-step marketing
research approach that leads to
marketing actions.
LO3
Explain how secondary and primary
data are used in marketing.
1-2
Marketing Research
LEARNING OBJECTIVES (LO)
After reading Chapter 8, you should be able to:
LO4
LO5
Discuss the uses of observations,
questionnaires, panels, and
experiments.
Explain how information technology
and data mining link massive amounts
of marketing information to meaningful
marketing actions.
1-3
From Customer Insights to Actions
Singha
Understanding Beer Drinkers Better
1-4
Opening Story – Singha Beer
Marketing Research
Roles & Reasons
LO1

What is Marketing Research?

Why is Good Marketing
Research Difficult,
Especially with Kids?

Five-Step Marketing Research
Approach to Making Better Decisions
1-5
Reasons for Marketing Research
FIGURE 8-1 Five-step marketing research
approach leading to marketing actions
LO2
1-6
The Five Step Marketing Research Approach
Step 1: Problem Definition
Setting Research Objectives
LO2

Exploratory Research

Descriptive Research

Causal Research
1-7
The Five Step Marketing Research Approach
Step 1: Problem Definition
Setting Research Objectives

Measures of Success
Measure of Success: Brand Attitude
Possible Marketing Actions
• Higher brand attitude scores with
local “What Time Is It?” advertising
theme
• Continue with the local
“What Time Is It?”
advertising theme
• Higher brand attitude scores with the
global “Tiger: Unravel the Secret”
advertising theme.
• Adopt the new global “Tiger:
Unravel the Secret”
advertising theme
LO2
1-8
The Five Step Marketing Research Approach
Step 1: Problem Definition
Setting Research Objectives
Measure of Success: Brand Attitude
Possible Marketing Actions
• Higher brand attitude scores with
local “What Time Is It?” advertising
theme
• Continue with the local
“What Time Is It?”
advertising theme
• Higher brand attitude scores with the
global “Tiger: Unravel the Secret”
advertising theme.
• Adopt the new global “Tiger:
Unravel the Secret”
advertising theme
LO2
1-9
The Five Step Marketing Research Approach
Step 2: Research Plan Development
Planning Stage
LO2

Specify Constraints

Identify Data Needed for
Marketing Actions
1-10
The Five Step Marketing Research Approach
Step 2: Research Plan Development
How to collect data?

Concepts
• New-Product Concept

Methods
• Sampling
• Probability Sampling
• Nonprobability Sampling
• Statistical Inference
LO2
1-11
The Five Step Marketing Research Approach
Step 3: Info/Data Collection
Data
LO3

Data

Secondary Data

Primary Data
1-12
The Five Step Marketing Research Approach (ii): Primary & Secondary Data
FIGURE 8-2 Types of marketing information
LO3
1-13
The Five Step Marketing Research Approach (ii): Primary & Secondary Data
Step 3: Info/Data Collection
Secondary Data (Internal)

Internal
• Sales Breakdowns
• Customer Inquiries/
Complaints
LO3
1-14
8-14
The Five Step Marketing Research Approach (ii): Primary & Secondary Data
Step 3: Info/Data Collection
Secondary Data (External)

External
• Census Bureau
• Trade Associations
• Business Periodicals
• Syndicated Services
• Scanner Data
LO3
1-15
The Five Step Marketing Research Approach (ii): Primary & Secondary Data
Useful Internet Databases for Marketers
Going Online

Online
Databases
LexisNexis
ProQuest

Statistical &
Financial Data
The Wall Street
Journal
Bloomberg
Investor’s
Business Daily
FISonline
Google
ASEAN
Secretariat

LO3
Portals &
Search
Engines
1-16
The Five Step Marketing Research Approach (ii): Primary & Secondary Data
Step 3: Info/Data Collection
Advantages/Disadvantages of Secondary Data

Advantages
• Time Savings
• Inexpensive

Disadvantages
• Out of Date
• Definitions/Categories Not Right
• Not Specific Enough
LO3
1-17
The Five Step Marketing Research Approach (ii): Primary & Secondary Data
Step 3: Info/Data Collection
Primary Data (Observing Behaviour)

Mechanical Observation
• Observational Data
LO4
1-18
Gathering Primary Data: Observations, Questionnaires , Panels & Experiments
FIGURE 8-4 Nielsen Television Index Ranking
Report for network primetime-TV for the week
of May 16-22, 2011
LO4
1-19
Gathering Primary Data: Observations, Questionnaires , Panels & Experiments
How do you do marketing research for
teenagers?
LO4
1-20
Gathering Primary Data: Observations, Questionnaires , Panels & Experiments
Step 3: Info/Data Collection
Primary Data (Observing Behaviour)

Personal Observation
• Mystery Shopper
• Videotaping
• Ethnographic Research
LO4
1-21
Gathering Primary Data: Observations, Questionnaires , Panels & Experiments
Step 3: Info/Data Collection
Primary Data (Questioning Consumers)

Questionnaire Data

Idea Generation Methods
• Individual Interviews
• Depth Interviews
LO4
1-22
Gathering Primary Data: Observations, Questionnaires , Panels & Experiments
Step 3: Info/Data Collection
Primary Data (Questioning Consumers)

Idea Generation Methods
• Focus Groups
• “Fuzzy Front End”
LO4
1-23
Gathering Primary Data: Observations, Questionnaires , Panels & Experiments
Step 3: Info/Data Collection
Primary Data (Questioning Consumers)

LO4
Idea Evaluation Methods
• Personal
Interview
Surveys
• Telephone
Surveys
• Mail/Fax
Surveys
• E-Mail/
Internet
Surveys
• Mall Intercept Interview Surveys
1-24
Gathering Primary Data: Observations, Questionnaires , Panels & Experiments
Step 3: Info/Data Collection
Primary Data (Question Formats)
LO4

Open-Ended Questions

Closed-End or Fixed
Alternative Questions

Dichotomous Questions

Semantic Differential Questions

Likert Scale Questions
1-25
Gathering Primary Data: Observations, Questionnaires , Panels & Experiments
FIGURE 8-4 Typical problems in wording
questions
LO4
1-26
Gathering Primary Data: Observations, Questionnaires , Panels & Experiments
FIGURE 8-5A Different types of questions
featured in a sample Wendy’s survey (Q1-Q5)
LO4
1-27
Gathering Primary Data: Observations, Questionnaires , Panels & Experiments
FIGURE 8-5A (Q1) Sample Wendy’s survey:
Open-ended question
LO4
8-28
Gathering Primary Data: Observations, Questionnaires , Panels & Experiments
FIGURE 8-5A (Q2) Sample Wendy’s survey:
Dichotomous question
LO4
8-29
Gathering Primary Data: Observations, Questionnaires , Panels & Experiments
FIGURE 8-5A (Q3) Sample Wendy’s survey:
Multiple choice question
LO4
8-30
Gathering Primary Data: Observations, Questionnaires , Panels & Experiments
FIGURE 8-5A (Q4) Sample Wendy’s survey:
Attitudinal question
LO4
8-31
Gathering Primary Data: Observations, Questionnaires , Panels & Experiments
FIGURE 8-5A (Q5) Sample Wendy’s survey:
Semantic differential scale question
LO4
8-32
Gathering Primary Data: Observations, Questionnaires , Panels & Experiments
FIGURE 8-5A Different types of questions
featured in a sample Wendy’s survey (Q6-Q9)
LO4
1-33
Gathering Primary Data: Observations, Questionnaires , Panels & Experiments
FIGURE 8-5B (Q6) Sample Wendy’s survey:
Likert scale question
LO4
8-34
Gathering Primary Data: Observations, Questionnaires , Panels & Experiments
FIGURE 8-5B (Q7) Sample Wendy’s survey:
Media behavior question
LO4
8-35
Gathering Primary Data: Observations, Questionnaires , Panels & Experiments
FIGURE 8-5B (Q8) Sample Wendy’s survey:
Usage behavior question
LO4
8-36
Gathering Primary Data: Observations, Questionnaires , Panels & Experiments
FIGURE 8-5B (Q9) Sample Wendy’s survey:
Demographic questions
LO4
8-37
Gathering Primary Data: Observations, Questionnaires , Panels & Experiments
Step 3: Info/Data Collection
Primary Data (Panels & Experiment)

Panels

Experiments
• Independent Variable:
The Cause
• Dependent Variable:
The Result
• Test Markets
LO4
1-38
Gathering Primary Data: Observations, Questionnaires , Panels & Experiments
Step 3: Info/Data Collection
Advantages & Disadvantages Primary Data

Advantage
• More Specific to the Problem

Disadvantages
• Expensive
• Time Consuming to Collect
LO4
1-39
Gathering Primary Data: Observations, Questionnaires , Panels & Experiments
Using Marketing Dashboards
Making Sense of Consumer Data
LO4
1-40
Gathering Primary Data: Observations, Questionnaires , Panels & Experiments
Step 3: Info/Data Collection
Using Info Technology to Trigger Marketing Actions

The Marketing Manager’s View
of Sales Drivers
• Controllable Marketing Mix Factors
• Uncontrollable Environmental Forces

Need to Distinguish Between:
• Data (Facts & Figures)
LO5
• Information (Interpreted Data that
Leads to Marketing Actions)
1-41
Utilizing Information & Data to make Marketing Actions
Step 3: Info/Data Collection
Using Info Technology to Trigger Marketing Actions

Key Elements of an Information System
• Information Technology
• Data Warehouse
• Sensitivity Analysis
LO5
1-42
Utilizing Information & Data to make Marketing Actions
FIGURE 8-6 How researchers use
information technology to turn data into
action
LO5
1-43
Utilizing Information & Data to make Marketing Actions
Step 3: Info/Data Collection
Using Info Technology to Trigger Marketing Actions

Data Mining: A New Approach to
Searching the Data Ocean
• Data Mining
• RFID Technology
LO5
1-44
Utilizing Information & Data to make Marketing Actions
Step 4: Developing Findings
Making Sense and Use of the Data

Analyze the Data
• How are Sales?
• What Factors
Contribute to
Sales Trends?

LO5
Present the Findings
1-45
Utilizing Information & Data to make Marketing Actions
FIGURE 8-7 Marketing dashboards that present
findings to Tony’s marketing manager that leads to
recommendations and actions
LO5
1-46
Utilizing Information & Data to make Marketing Actions
FIGURE 8-9A Findings presented to Tony’s
marketing manager
LO5
8-47
Utilizing Information & Data to make Marketing Actions
FIGURE 8-9B Findings presented to Tony’s
marketing manager
LO5
8-48
Utilizing Information & Data to make Marketing Actions
FIGURE 8-9C Findings presented to Tony’s
marketing manager
LO5
8-49
Utilizing Information & Data to make Marketing Actions
FIGURE 8-9D Findings presented to Tony’s
marketing manager
LO5
8-50
Utilizing Information & Data to make Marketing Actions
Step 5: Taking Marketing Actions
5 Step Marketing Approach

Make Action
Recommendations

Implement the Action
Recommendations

Evaluate the Results
• Evaluate the Decision Itself
• Evaluate the Decision Process Used
LO5
1-51
Utilizing Information & Data to make Marketing Actions