Transcript STEP 3: COLLECT RELEVANT INFO/DATA +

McGraw-Hill/Irwin
Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved.
FIGURE 8-1 Marketing research questions
asked in test screenings of movies that lead
to specific actions
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Marketing Research
Marketing research is the
process of defining a marketing
problem and opportunity,
systematically collecting and
analyzing information, and
recommending actions.
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FIGURE 8-2 Five-step marketing research
approach leading to marketing actions with
lessons learned from past research
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LO2
STEP 1: DEFINE THE PROBLEM
SET THE RESEARCH OBJECTIVES

Exploratory Research

Descriptive Research

Causal Research
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LO2
STEP 1: DEFINE THE PROBLEM
IDENTIFY POSSIBLE MARKETING ACTIONS

Measures of Success
Measure of Success: Playtime
Possible Marketing Actions
• Children Spent More Time
Playing with Old Design
• Continue with Old Design;
Don’t Introduce New Design
• Children Spent More Time
Playing with New Design
• Introduce New Design;
Drop Old Design
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LO2
STEP 2: DEVELOP
THE RESEARCH PLAN

Specify Constraints

Identify Data Needed for
Marketing Actions
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LO2
STEP 2: DEVELOP THE RESEARCH PLAN
DETERMINE HOW TO COLLECT DATA

Concepts
• New-Product Concept

Methods
• Sampling
• Probability Sampling
• Nonprobability Sampling
• Statistical Inference
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LO3
STEP 3: COLLECT RELEVANT
INFORMATION/DATA

Data

Secondary Data

Primary Data
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FIGURE 8-3 Types of marketing information
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LO3
STEP 3: COLLECT RELEVANT INFO/DATA
SECONDARY DATA

Internal
• Sales Breakdowns
• Customer Inquiries/
Complaints
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LO3
STEP 3: COLLECT RELEVANT INFO/DATA
SECONDARY DATA

External
• Census Bureau
• Trade Associations
• Business Periodicals
• Syndicated Services
• Scanner Data
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LO3
STEP 3: COLLECT RELEVANT INFO/DATA
+/– OF SECONDARY DATA

Advantages
• Time Savings
• Inexpensive

Disadvantages
• Out of Date
• Definitions/Categories Not Right
• Not Specific Enough
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LO4
STEP 3: COLLECT RELEVANT INFO/DATA
PRIMARY DATA—OBSERVING BEHAVIOR

Mechanical Observation
• Observational Data
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LO4
STEP 3: COLLECT RELEVANT INFO/DATA
PRIMARY DATA—OBSERVING BEHAVIOR

Personal Observation
• Mystery Shopper
• Videotaping
• Ethnographic Research
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LO4
STEP 3: COLLECT RELEVANT INFO/DATA
PRIMARY DATA—QUESTIONING CONSUMERS

Questionnaire Data

Idea Generation Methods
• Individual Interviews
• Depth Interviews
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LO4
STEP 3: COLLECT RELEVANT INFO/DATA
PRIMARY DATA—QUESTIONING CONSUMERS

Idea Generation Methods
• Focus Groups
• “Fuzzy Front End”
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LO4
STEP 3: COLLECT RELEVANT INFO/DATA
PRIMARY DATA—QUESTIONING CONSUMERS

Idea Evaluation Methods
• Personal
Interview
Surveys
• Telephone
Surveys
• Mail/Fax
Surveys
• E-Mail/
Internet
Surveys
• Mall Intercept Interview Surveys
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LO4
STEP 3: COLLECT RELEVANT INFO/DATA
PRIMARY DATA—QUESTION FORMATS

Open-Ended Questions

Closed-End or Fixed
Alternative Questions

Dichotomous Questions

Semantic Differential Questions

Likert Scale Questions
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FIGURE 8-6A Different types of questions
featured in a sample Wendy’s survey (Q1-Q5)
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LO4
STEP 3: COLLECT RELEVANT INFO/DATA
PRIMARY DATA—PANELS & EXPERIMENTS

Panels

Experiments
• Independent Variable:
The Cause
• Dependent Variable:
The Result
• Test Markets
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LO4
STEP 3: COLLECT RELEVANT INFO/DATA
+/– OF PRIMARY DATA

Advantage
• More Specific to the Problem

Disadvantages
• Expensive
• Time Consuming to Collect
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STEP 3: COLLECT RELEVANT INFO/DATA
LO5
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)
• Information (Interpreted Data that
Leads to Marketing Actions)
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FIGURE 8-7 Sales drivers: factors that
influence product or brand sales and are
essential for effective marketing programs
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STEP 3: COLLECT RELEVANT INFO/DATA
LO5
USING INFO TECHNOLOGY TO TRIGGER MARKETING ACTIONS

Key Elements of an Information System
• Information Technology
• Data Warehouse
• Sensitivity Analysis
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FIGURE 8-8 How marketing researchers and
managers use information technology to
turn information into action
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STEP 3: COLLECT RELEVANT INFO/DATA
LO5
USING INFO TECHNOLOGY TO TRIGGER MARKETING ACTIONS

Data Mining: A New Approach to
Searching the Data Ocean
• Data Mining
• RFID Technology
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LO5

STEP 4: DEVELOP FINDINGS
Analyze the Data
• How are Sales?
• What Factors
Contribute to
Sales Trends?

Present the Findings
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FIGURE 8-9 Marketing dashboards that
present findings to Tony’s marketing
manager that leads to recommendations
and actions
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LO5
STEP 5: TAKE MARKETING ACTIONS

Make Action
Recommendations

Implement the Action
Recommendations

Evaluate the Results
• Evaluate the Decision Itself
• Evaluate the Decision Process Used
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