Transcript Internal Data

Marketing Research
Marketing research serves many roles. It can:
1. Link companies with customers via information
2. Help define problems and opportunities
3. Generate, refine and evaluate marketing actions
4. Monitor performance
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Scope of Marketing Research
Market
Analysis
Information about the
marketplace.
Product
Research
Information about how
people perceive products.
Consumer
Analysis
Information about the
needs and motivations of
consumers.
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Marketing Research Process
Problem
Awareness
Exploratory Research
Recommendations & Action
Secondary Data
Collection
Analysis & Interpretation
Data Collection & Processing
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Primary Research
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Exploratory Research
Exploratory research helps define the precise
nature of a problem.
Funnelling
Situation Analysis
Dividing a subject into
manageable variables so
that research can be
conducted.
Collecting information
from knowledgeable
people and secondary
sources.
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Secondary Data Sources
Secondary Data
Internal Sources
External Sources
DMS
Government
DSS
Business
Online
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Data Mining
“The analysis of information that establishes
relationships between pieces of information so that
more effective marketing strategies can be identified
and implemented.”
An attempt to locate informational patterns or nuggets
within a database.
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Database Management System
External Data
Consumer
Market
Product
Competitor
Economy
Social
Online Data
Database
Market
Analysis
Marketing
Plan
Internal Data
Sales
Costs
Profit
Budgets
Inventory
Production
Evaluation and
Control
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Secondary Data
Advantages
 Available at low or no cost
 Updated constantly by some sources
 Only source some of the time
 Useful for exploratory research
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Secondary Data
Disadvantages
 Inability to resolve specific problem
 Reliability and accuracy questioned
 Data outdated in changing market
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Online Databases
A public information database accessible to
anyone with proper communication facilities.
Data is available quickly but the amount of
data can be overwhelming.
Statistics Canada offers information online.
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Primary Research
The collecting and recording of new data, called
primary data, in order to resolve a specific
problem, usually at high cost to the organization.
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Primary Research
Problem Definition
Objectives and Hypotheses
Sample Design
Data Collection Methods
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Sample Design
A representative sample is essential in order
to produce valid and reliable data.
Steps:
1. Define Population
2. Identify Sampling Frame
3. Determine Type of Sample
4. Determine Sample Size
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Data Collection Methods
Structured questionnaires
Survey
Observation
Personal or electronic
means
Experiment
Simulated or test market
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Qualitative Data
Data collected from small samples in a
controlled environment (e.g., a focus group)
“Focus” implies that the discussion
concentrates on one topic or concept.
Interviews reveal “attitudes” held by
participants.
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Quantitative Data
Data collected from large samples. Analysis
and interpretation rely on numbers and
percentages obtained from data collected from
a structured questionnaire.
The feelings, attitudes, and opinions of
participants are quantified.
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Survey Methodology
Personal Interview
Telephone
Which option to use depends on:
1. Nature of information sought
2. Cost and time constraints
Mail
3. Location of respondent
Online
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Data Transfer and Processing
Completed questionnaire are
edited for consistency and
completeness.
Data
Transfer
 Tabulation
Processing
 Frequency Distribution
 Cross-tabulation
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Data Analysis and Interpretation
Analysis
Evaluating responses
for each question in a
survey.
Interpretation
Relating accumulated
data to the problem
under review.
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Recommendations and
Implementation
It’s decision time! Where’s the research?
1. Prospective courses of action are offered in relation to
the problem under review.
2. Findings are presented to the client in report and
presentation formats.
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