Transcript Market Research and Market Information Chapter 7 McGraw

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Chapter 7
Market Research
and Market
Information
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McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter Goals
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Market research, the need and the forms
Information systems increase the usefulness of data
Growing role of technology in marketing research
Conducting a market research project
• Gathering and using information about competitors
• Ethics enters into the performance of marketing
research
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McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
Uses of Marketing Research
Markets
Market Segments
Marketing
Mix
Expectations
Satisfaction
Competition
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Marketing Research
The development, interpretation, and
communication of decision-oriented
information to be used in all phases
of the marketing process.
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Scope of Marketing Research
Activities
Syndicated
Services
Decision
Support
System
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Marketing
Information
System
Marketing
Research
Activities
Marketing
Research
Project
Marketing Information Systems
On-going, organized procedure
to generate, analyze, disseminate,
store, and retrieve information
for use in making
marketing decisions.
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Marketing Information Systems
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Decision Support Systems
Computer-based
Allows
Interaction
with Data
Uses various
methods of analysis
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Integrate, analyze
interpret
information
Decision Support Systems
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Data
DATABASE
DATA
WAREHOUSE
DATA
MINING
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Assembled data pertinent
to a particular topic
Enormous collection of data
from external or internal
sources compiled by a firm
Sophisticated techniques
capable of identifying
patterns and relationships
in masses of data
Marketing Research Projects
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Marketing Research Procedure
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Sources of Information
PRIMARY
DATA
Observation
Experimental
Cookies
Test
Market
Mail
Survey
Face
to
Face
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Telephone
Sources of Information
Inside the company
SECONDARY
DATA
Outside the company
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Survey
Data-gathering form
Question wording
Response format
Questionnaire layout
Pretesting
Representative
Sample
Random samples
Convenience samples
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Competitive Intelligence
Process of
gathering
and analyzing
public information
about competitors
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Ethical Issues
Privacy
Market
Research
Data
Use
Data
Collection
False
Representation
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Privacy
Intrusiveness
Deceptive
Implementation
Status of Market Research
Significant
advances
in
methods
Predicting
behavior
is inexact
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But
Conflicting
objectives
Little
investment
in market
opportunity
research
Project
orientation
Key Terms and Concepts
• Marketing research
• Marketing information
system
• Decision support system
• Database
• Data warehouse
• Data mining
• Retail scanners
• Single-source data
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McGraw-Hill/Irwin
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Situational analysis
Hypothesis
Informal investigation
Primary data
Secondary data
Observation method
Cookies
Survey
Face-to-face interviews
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
Key Terms and Concepts
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Focus group
Telephone survey
Mail survey
Internet surveys
Experiment
Test marketing
Competitive intelligence
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McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.