Transcript Marketing research

Marketing for Hospitality and
Tourism
Kotler, Bowen, Makens and Baloglu
MANAGING CUSTOMER INFORMATION TO GAIN
CUSTOMER INSIGHTS
Chapter 5
Learning Objectives
1.
2.
3.
4.
Explain the importance of information in gaining insights
about the marketplace and customers.
Explain the concept of the marketing information system.
Outline the marketing research process, including defining
the problem and research objectives, developing the
research plan, implementing the research plan, and
interpreting and reporting the findings.
Explain how companies analyze and use marketing
information.
Marketing Information System
Assessing
Information
Needs
Gathering
Marketing
Intelligence
Developing
Marketing
Information
Sources of Marketing Information
Internal Data
Guest History Information
Guest Information Trends
Guest Comment Cards
Listening to and Speaking with Guests
Automated Systems
Mystery Shoppers
Company Records
Point-of-Sale (POS) Information
Marketing Intelligence
Internal
Sources
Marketing
Intelligence
External
Sources
Marketing Research
Identifies and
Defines
Monitors and
Evaluates
Communicates
Marketing Research Process
The marketing research process consists of four steps
•Defining the Problem and Research Objectives
•Managers must work closely with marketing researchers to define the problem and the research objectives
•The manager best understands the problem or decision for which information is needed, and the researcher
best understands marketing research and how to obtain information (See Slide 8)
•Developing the Research Plan
•The second marketing research step calls for determining the needed information and developing a data
collection plan (See Slides 9-13)
•Implementing the Research Plan
•The researcher puts the marketing research plan into action by collecting, processing, and analyzing the
information
•The data-collection phase of the marketing research process is generally the most expensive and the most
subject to error
•The collected data must be processed and analyzed to pull out important information and findings
•Interpreting and Reporting the Findings
•The researcher must now interpret the findings, draw conclusions, and report the conclusions to management
•Interpretation is an important phase of the marketing process
•Managers and researchers must work closely together when interpreting research results
•Both share responsibility for the research process and resulting decisions
Marketing Research Objectives
Exploratory
Causal
Descriptive
Developing the Research Plan
Determining
Specific
Information
Needs
Designing the
Sample
Gathering
Secondary
Information
Presenting the
Research Plan
Research Approaches
Observational
Research
Experimental
Research
Survey
Research
Contact Methods
Mail
Questionnaire
Telephone
Interviewing
Personal
Interviewing
Online Interview
Sampling Plan
Who will be
surveyed?
How should
the sample be
chosen?
How many
people should
be surveyed?
When will the
survey be
given?
Research Instruments
Questionnaires
Research
Instruments
Mechanical
Devices
Research Problem Areas
Lack of Qualitative Information
Failing to Look at Segments within a Sample
Improper Use of Sophisticated Statistical Analysis
Failure to Have the Sample Representative of the Population
Key Terms
Causal research marketing research
Experimental research the gathering
to test hypotheses about cause-andeffect relationships.
of primary data by selecting matched
groups of subjects, giving them different
treatments, controlling related factors,
and checking for differences in group
responses.
Data warehouses collect data from a
variety of sources and store it in a one
accessible location.
Descriptive research marketing
research to better describe marketing
problems, situations, or markets, such
as the market potential for a product or
the demographics and attitudes of
consumers.
Ethnographic research trained
observers interact with and/or observe
consumers in their natural habitat
Exploratory research marketing
research to gather preliminary
information that will help to better
define problems and suggest
hypotheses.
Internal data internal data consist of
electronic databases and non-electronic
information and records of consumer
and market information obtained from
within the company.
Key Terms (cont.)
Marketing dashboards are like the
MIS (cont.) Information analysts
instrument panel in a car or plane, visually
displaying real-time indicators to ensure
proper functioning.
process information to make it more
useful. Finally, the MIS distributes
information to managers in the right
form and at the right time to help in
marketing planning, implementation,
and control.
Marketing information system (MIS) a
structure of people, equipment, and
procedures to gather, sort, analyze,
evaluate, and distribute needed, timely, and
accurate information to marketing decision
makers. The MIS begins and ends with
marketing managers, but managers
throughout the organization should be
involved in the MIS. First, the MIS interacts
with managers to assess their information
needs. Next, it develops needed information
from internal company records, marketing
intelligence activities, and the marketing
research process.
Marketing intelligence everyday
information about developments in the
marketing environment that help managers
to prepare and adjust marketing plans.
Marketing research the systematic
design, collection, analysis, and reporting of
data and findings relevant to a specific
marketing situation facing a company.
Key Terms (cont.)
Mystery shoppers hospitality
Secondary data information that
companies often hire disguised or
mystery shoppers to pose as
customers and report back on their
experience.
already exists somewhere, having been
collected for another purpose.
Observational research the gathering
of primary data by observing relevant
people, actions, and situations.
Primary data information collected for
the specific purpose at hand.
Sample (1) A segment of a population
selected for marketing research to
represent the population as a whole; (2)
Offer of a trial amount of a product to
consumers.
Survey research the gathering of
primary data by asking people
questions about their knowledge,
attitudes, preferences, and buying
behavior.