Transcript The Marketing Research Process

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Managing Marketing Information
•Chapter 6
•PowerPoint slides
•Express version
•Instructor name
•Course name
•School name
•Date
Principles of Marketing, Sixth Canadian Edition
Learning Objectives
6.2
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• After studying this chapter, you should be able to:
– Explain the importance of information to the company
– Define the marketing information system and discuss its parts
– Outline the four steps in the
marketing research process
– Explain how companies analyze and
distribute marketing information
– Discuss the special issues some
marketing researchers face,
including public policy and ethics
issues
Principles of Marketing, Sixth Canadian Edition
Copyright © 2005 Pearson Education Inc.
The Marketing Information System
• People, equipment,
and procedures
• To gather, sort,
analyze, evaluate,
and distribute
6.3
Figure 6.1
• Needed, timely, and
accurate
information
• To marketing
decision makers
Principles of Marketing, Sixth Canadian Edition
The Marketing Information System
6.4
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• Assessing information needs:
– Objective is to make better marketing decisions
– Must consider needs of all users
– Balance information wants with needs and feasibility (and
costs) of offering it
• Developing information:
– Internal data
– Marketing intelligence
– Marketing research
Principles of Marketing, Sixth Canadian Edition
Developing Information
6.5
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• Internal data:
– Information collected, stored within the organization
– Internal databases
– Source from different departments
• Marketing intelligence:
– Systematic collection and
analysis
– Publicly available
information
– About competitors and
market developments
Principles of Marketing, Sixth Canadian Edition
6.6
The Marketing Research Process
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• Marketing research:
–
–
–
–
–
Systematic design, collection, analysis, and reporting
Data relevant to a specific marketing situation
Facing the organization
Multi-step process
Can be done by company personnel
or contracted to outside companies
Figure 6.2
Principles of Marketing, Sixth Canadian Edition
The Marketing Research Process (continued)
6.7
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• Defining the problem and research objectives:
– Exploratory research
– Descriptive research
– Causal research
• Developing the research plan:
– Secondary data
– Primary data
Figure 6.2
Principles of Marketing, Sixth Canadian Edition
Selected External Information Sources
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Business data:
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–
–
–
–
–
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–
–
6.8
Government data:
Scott’s directories
Canadian trade index
AC Nielson
Information Resources Inc.
Dun & Bradstreet
Dialog
LEXIS-NEXIS
Dow Jones Interactive
Hoovers Online
CNN
Marketing journals
Trade publications
General business magazines
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–
–
–
Statistics Canada
Industry Canada Strategis
SEDAR
Securities and Exchange
Commission
– Stat-USA
• Internet data:
– CyberAtlas
– Internet Advertising Bureau
– Jupiter Media Metrix
Source: Table 6.1
Principles of Marketing, Sixth Canadian Edition
The Marketing Research Process (continued)
6.9
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• Primary data collection:
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Observational research
Survey (descriptive) research
Single-source data systems
Experimental research
Focus group interviewing
Online (Internet) marketing research
Figure 6.2
Principles of Marketing, Sixth Canadian Edition
6.10
Contact Methods
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Table 6.3
Mail
Telephone
Personal
Online
Flexibility
Poor
Good
Excellent
Good
Quantity of data collected
Good
Fair
Excellent
Good
Excellent
Fair
Poor
Fair
Control of sample
Fair
Excellent
Fair
Poor
Speed of data collection
Poor
Excellent
Good
Excellent
Response rate
Poor
Good
Good
Good
Cost
Good
Fair
Poor
Excellent
Control of interviewer effect
Source: Adapted with permission from Marketing Research: Measurement and Method,
7th ed., by D.S. Tull and D.I. Hawkins, MacMillan Publishing Company, 1993
Principles of Marketing, Sixth Canadian Edition
Types of Samples
6.11
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• Sample:
– Segment of the population selected for marketing research
– Represent the population (of interest) as a whole
• Probability sample:
– Simple random sample
– Stratified random sample
– Cluster (area) sample
• Non-probability sample:
– Convenience sample
– Judgment sample
Principles of Marketing, Sixth Canadian Edition
Customer Relationship Management
6.12
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• Customer relationship management (CRM):
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–
–
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Managing detailed information about
Individual customers and “touch points”
To maximize customer loyalty
Use data warehouses and
datamining techniques
– Purpose is to make better use of the
information the company already
has
– Goal is to provide higher levels of
customer service
Principles of Marketing, Sixth Canadian Edition
Copyright © 2005 Pearson Education Inc.
Other Marketing Research Considerations
6.13
• Research in small businesses and non-profit
organizations
• International marketing research
• Public policy and ethics in marketing research:
– Privacy of information
– Selling under the guise of
conducting research activities
– Misuse of research findings for
promotional purposes
Principles of Marketing, Sixth Canadian Edition
In Conclusion…
6.14
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• The learning objectives for this chapter were:
– Explain the importance of information to the company
– Define the marketing information system and discuss its parts
– Outline the four steps in the
marketing research process
– Explain how companies analyze and
distribute marketing information
– Discuss the special issues some
marketing researchers face,
including public policy and ethics
issues
Principles of Marketing, Sixth Canadian Edition