Transcript Market Research

Marketing
8th Canadian Edition
Powerpoints prepared by:
Victor Bilodeau
Grant MacEwan University - School of Business
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Marketing Research:
From Information to
Action
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Learning Objectives
After reading this chapter, you should be able to:
1.Know what marketing research is.
2.Explain the different types of marketing research.
3.Understand the stages in the marketing research process.
4.Explain the use of secondary data, surveys, experiments, and
observation in marketing research.
5.Explain how a marketing information system can trigger
marketing actions.
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The Future of
Marketing Research:
Research 3.0
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The Future of Marketing Research:
Research 3.0
‣ With Research 3.0, marketing will encompass a
number of different methods and sources and will
have an emphasis that goes beyond simple data
collection to robust data synthesis.
‣ With Research 3.0 we will make the jump from a type
of interrogation (we ask, you answer) to being more
of having a dialogue with consumers.
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WHAT IS MARKETING RESEARCH?
‣ What Marketing Research Is and Does
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LO 1
The Dairy Farmers of Canada conducted three types of
marketing research in an effort to solve the problem of
decline in milk consumption.
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LO 1
TYPES OF MARKETING RESEARCH
‣ Exploratory Research
‣ Descriptive Research
‣ Causal Research
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LO 2
Learning Review
What is marketing research?
Answer:
Marketing research is the process of defining a marketing
problem or opportunity, systematically collecting and analysing
information, and recommending actions to improve an
organization's marketing activities.
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LO 1
Learning Review
What is the difference between exploratory, descriptive, and
causal research?
Answer: Exploratory research is done with the expectation that
more conclusive research will be conducted later. Its initial
purpose is to provide the researcher with a better understanding
of the problem dimensions. Unlike exploratory research,
descriptive research provides the researcher with a general
understanding of the marketing problem and seeks conclusive
data to answer questions necessary to determine a particular
course of action. Exploratory and descriptive research would
usually precede casual research. Causal research is used to
identify cause-and-effect relationship among variables.
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LO 2
THE MARKETING RESEARCH PROCESS
‣ Scientific Method
‣ Reliability
‣ Validity
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LO 3
FIGURE 8-1
The basic
marketing
research
process
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LO 3
Learning Review
What are reliability and validity?
Answer:
Reliability is the ability to replicate research results under
identical environmental conditions. Validity involves the notion
of whether the research measured what was originally intended.
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LO 3
Learning Review
What are the four basic stages in the marketing research
process?
Answer:
The four basic stages in the marketing research process is: (1)
Problem recognition, (2) Formal research design, (3) Data
collection and analysis, and (4) Conclusions and report.
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LO 3
PROBLEM DEFINITION
‣ Define the scope and nature of the marketing problem
‣ “a problem well defined is a problem half-solved.”
‣ Exploratory Research
‣ Secondary Data
‣ Primary Data
‣ Focus Groups
‣ Depth Interviews
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LO 4
Should Ocean Spray introduce cranberry juice in Asia when
consumers there have never heard of cranberries?
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LO 4
FIGURE 8-2 Sources of secondary data
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LO 4
Learning Review
What are secondary data?
Answer:
Secondary data, also called historical data, are data previously
collected and assembled for some project other than the one at
hand.
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LO 4
Learning Review
What are focus groups?
Answer:
Focus groups are informal interview sessions in which 6 to 10
persons relevant to the research project are brought together in
a room with a moderator to discuss topics surrounding the
marketing research problem.
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LO 4
FORMAL RESEARCH DESIGN
‣ Survey
‣ Experiment
‣ Observation
‣ Ethnographic Research
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LO 3, 4
FIGURE 8-3 Comparing mail, telephone, personal, and
online surveys
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LO 4
FIGURE 8-4 Typical problems in wording questions
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LO 4
FIGURE 8-5a
To obtain the
most valuable
information
from
consumers, the
Wendy’s survey
utilizes five
different kinds
of questions
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LO 4
FIGURE 8-5b
To obtain the
most valuable
information
from
consumers, the
Wendy’s survey
utilizes five
different kinds
of questions
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LO 4
Wendy’s changes continuously in response to changing
customer wants while keeping its “Fresh, hot’n juicy®”
image.
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LO 5
How might Wal-Mart have done early marketing research to
help develop its supercentres, which have achieved
international success?
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LO 5
How do you do marketing research on something
like toothbrushes?
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LO 2, 3, 4
FORMAL RESEARCH DESIGN
‣ Is There an Optimal Research Design?
‣ Sampling
‣ Probability sampling
‣ Non-probability sampling
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LO 2, 3, 4
Learning Review
What is a survey?
Answer:
A survey is a research technique used to generate data by asking
people questions and recording their responses on a
questionnaire.
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LO 4
Learning Review
Which research method offers the potential for establishing
cause-and-effect relationship?
Answer:
Marketing experiments offer the potential for establishing causeand-effect relationships (causal research).
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LO 2
Learning Review
What is sampling?
Answer:
Sampling is the process of gathering data from a subset of the
total population rather than from all members (census) of that
particular population. A sample is a subset from a larger
population.
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LO 4
DATA COLLECTION AND ANALYSIS
‣ Once the research design has been formalized, the
process of gathering or collecting data begins.
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LO 5
CONCLUSIONS AND REPORT
‣ Interpret the information and make conclusions with
regard to managerial decision making.
‣ The report should highlight the important results and
conclusions.
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LO 5
ETHICAL ISSUES IN THE MARKETING
RESEARCH PROCESS
‣ Professional marketing researchers must make ethical
decisions regarding the collecting, using, and
reporting of research data.
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LO 5
USING INFORMATION TECHNOLOGY TO
TRIGGER MARKETING ACTIONS
‣ The Marketing Manager’s View of Sales Drivers
‣ Marketing Information System
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LO 5
FIGURE 8-6 Product and brand drivers: factors that
influence sales
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LO 5
USING INFORMATION TECHNOLOGY TO
TRIGGER MARKETING ACTIONS
‣ Key Elements of a Marketing Information System
‣ Data warehouse
‣ Sensitivity analysis
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LO 5
FIGURE 8-7 How marketing researchers and managers use
information technology to turn information into action.
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LO 5
USING INFORMATION TECHNOLOGY TO
TRIGGER MARKETING ACTIONS
‣ Data Mining: Searching the Data Ocean
‣ Data mining
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LO 5
Learning Review
What does a marketing manager mean when she talks about a
sales “driver”?
Answer:
Many sales factors or "drivers" may influence the buying decisions
of a household or organization and ultimately, its sales. These
drivers include both the controllable marketing mix factors, like
product and distribution, and uncontrollable factors like
competition and the changing tastes of households or
organizational buyers.
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LO 5
Learning Review
How does data mining differ from traditional marketing
research?
Answer:
Traditional marketing research typically involves developing a
hypothesis about a driver and then collecting data. In contrast,
data mining is the extraction of hidden predictive information
from large databases.
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LO 5
VIDEO CASE 8
Mystery Shopping as a Marketing Research Tool
Mystery Shopping
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VIDEO CASE 8-1
Mystery Shopping as a Marketing Research Tool
How does the use of mystery shoppers relate to
observational research discussed in the chapter,
including ethnographic research?
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VIDEO CASE 8-2
Mystery Shopping as a Marketing Research Tool
What are the strengths and pitfalls of using mystery
shopping to evaluate likely customer experience with
an organization?
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VIDEO CASE 8-3
Mystery Shopping as a Marketing Research Tool
Suppose that a hotel, hospital, and supermarket each
hired you to be a mystery shopper. Construct a basic
evaluation instrument that you would use to examine
the performance of those organizations in terms of
customer service and measuring your overall customer
experience with those organizations.
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VIDEO CASE 8-4
Mystery Shopping as a Marketing Research Tool
What are the ethical issues involved in a company
hiring mystery shoppers to measure the performance
of their employees with regard to delivering a good
customer experience?
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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 to improve an organization’s
marketing activities.
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Probability Sampling
‣ Probability sampling involves using precise rules to
select the sample such that each element of the
population has a specific known chance of being
selected.
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Non-probability Sampling
‣ In non-probability sampling researchers do not know
the chances of selecting a particular element.
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Primary Data
‣ Primary data are facts and figures that are newly
collected for the project at hand.
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Data Mining
‣ Data mining is the extraction of hidden predictive
information from large databases.
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Depth Interviews
‣ A detailed, individual interview with a person relevant
to the research project.
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Focus Groups
‣ An informal session of 6 to 10 past, present, or
prospective customers, in which a discussion leader,
or moderator, asks their opinions about the firm’s and
its competitors’ products.
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Survey
‣ A research technique used to generate data by asking
people questions and recording their responses on a
questionnaire.
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Ethnographic Research
‣ Observational approach to discover subtle emotional
reactions as consumers encounter products in their
“natural use environment.”
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Experiment
‣ Obtaining data by manipulating factors under tightly
controlled conditions to test cause and effect.
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Secondary Data
‣ Facts and figures that have been recorded before the
project at hand.
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Observation
‣ Watching, either mechanically or in person, how
people behave.
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Sampling
‣ The process of selecting subsets from a population.
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