Transcript Chapter 8
Lamb, Hair, McDaniel MKTG2008-2009 8 Decision CHAPTER Support Systems and Designed by Amy McGuire, B-books, Ltd. Chapter 8 Marketing Research Prepared by Deborah Baker, Texas Christian University Copyright ©2009 Cengage Learning Inc. All rights reserved 1 Learning Outcomes LO1 Explain the concept and purpose of a marketing decision support system LO2 Define marketing research and explain its importance to marketing decision making LO3 Describe the steps involved in conducting a marketing research project Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 2 Learning Outcomes LO4 Discuss the profound impact of the Internet on marketing research LO5 Discuss the growing importance of scanner-based research LO6 Explain the concept of competitive intelligence Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 3 LO1 Marketing Decision Support Systems Explain the concept and purpose of a marketing decision support system Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 4 Marketing Decision Support Systems Decision Support Systems An interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions. LO1 Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 5 DSS System Characteristics Interactive Flexible Discovery-Oriented LO1 Chapter 8 Accessible Copyright ©2009 Cengage Learning Inc. All rights reserved 6 Marketing Decision Support Systems Database Marketing The creation of a large computerized file of customers’ and potential customers’ profiles and purchase patterns. The key tool for successful one-to-one marketing. LO1 Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 7 Biz Flix LO1 Chapter 8 Apollo 13 Copyright ©2009 Cengage Learning Inc. All rights reserved 8 LO1 REVIEW LEARNING OUTCOME Marketing Decision Support Systems Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 9 LO2 The Role of Marketing Research Define marketing research and explain its importance to marketing decision making Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 10 The Role of Marketing Research Marketing Research The process of planning, collecting, and analyzing data relevant to a marketing decision. LO2 Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 11 Marketing Research Studies LO2 Chapter 8 Products Uses Advertising Awareness Prices Familiarity Packages New concepts Names and Logos Traffic patterns Services Wants Buying habits Needs Colors Politics Copyright ©2009 Cengage Learning Inc. All rights reserved 12 The Role of Marketing Research Descriptive Gathering and presenting factual statements Diagnostic Explaining data Predictive “What if?” LO2 Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 13 Beyond the Book LO2 Management Uses of Marketing Research Chapter 8 Improve the quality of decision making Trace problems Focus on keeping existing customers Understand the marketplace Alert them to marketplace trends Gauge the value of goods and services, and the level of customer satisfaction NOTE: Supplemental content – not in book. Copyright ©2009 Cengage Learning Inc. All rights reserved 14 LO2 REVIEW LEARNING OUTCOME Marketing Research and Its Importance Why marketing research? Improve quality of decision making Trace problems Focus on keeping existing customers Understand changes in marketplace Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 15 LO3 Steps in a Marketing Research Project Describe the steps involved in conducting a marketing research project Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 16 The Marketing Research Process LO3 1 Define Problem 2 Plan Design/ Primary Data 3 Specify Sampling Procedure Collect Data 5 6 Prepare/ 7 4 Analyze Data Present Report Follow Up Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 17 LO3 Marketing Research Chapter 8 Marketing Research Problem Determining what information is needed and how that information can be obtained efficiently and effectively. Marketing Research Objective The specific information needed to solve a marketing research problem; the objective should provide insightful decision-making information. Management Decision Problem A broad-based problem that requires marketing research in order for managers to take proper actions. Copyright ©2009 Cengage Learning Inc. All rights reserved 18 LO3 Secondary Data Secondary Data Data previously collected for any purpose other than the one at hand. Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 19 LO3 Sources of Secondary Data Internal Corporate Information Government Agencies Trade and Industry Associations Business Periodicals News Media http://www.coca-colastore.com Online Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 20 LO3 Advantages of Secondary Data Saves time and money if on target Aids in determining direction for primary data collection Pinpoints the kinds of people to approach Serves as a basis of comparison for other data Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 21 LO3 Disadvantages of Secondary Data May not give adequate detailed information May not be on target with the research problem Quality and accuracy of data may pose a problem Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 22 LO3 Chapter 8 The New Age of Secondary Information: The Internet 1 Analyze your topic 2 Test run a word or phrase in a search engine 3 Learn as you go and vary your approach 4 Don’t bog down in strategy that doesn’t work 5 Go back to earlier steps better informed Copyright ©2009 Cengage Learning Inc. All rights reserved 23 LO3 Planning the Research Design Which research questions must be answered? ? How and when will data be gathered? How will the data be analyzed? Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 24 LO3 Primary Data Primary Data Chapter 8 Information collected for the first time. Can be used for solving the particular problem under investigation. Copyright ©2009 Cengage Learning Inc. All rights reserved 25 LO3 Advantages of Primary Data Answers a specific research question Data are current Source of data is known Secrecy can be maintained Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 26 LO3 Disadvantages of Primary Data Disadvantages are usually offset by the advantages of primary data. Expensive “Piggybacking” may confuse respondents Quality declines if interviews are lengthy Reluctance to participate in lengthy interviews Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 27 LO3 Survey Research Survey Research The most popular technique for gathering primary data in which a researcher interacts with people to obtain facts, opinions, and attitudes. Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 28 LO3 Forms of Survey Research Chapter 8 In-Home Interviews Mail Surveys Mall Intercept Interviews Executive Interviews Telephone Interviews Focus Groups Copyright ©2009 Cengage Learning Inc. All rights reserved 29 LO3 Forms of Survey Research Mall Intercept Interview Executive Interview Chapter 8 Survey research method that involves interviewing people in the common areas of shopping malls. A type of survey that involves interviewing businesspeople at their offices concerning industrial products or services. Copyright ©2009 Cengage Learning Inc. All rights reserved 30 LO3 Forms of Survey Research Focus Groups Seven to ten people who participate in a group discussion led by a moderator. Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 31 LO3 Questionnaire Design Chapter 8 Open-Ended Question An interview question that encourages an answer phrased in respondent’s own words. Closed-Ended Question An interview question that asks the respondent to make a selection from a limited list of responses. ScaledResponse Question A closed-ended question designed to measure the intensity of a respondent’s answer. Copyright ©2009 Cengage Learning Inc. All rights reserved 32 Beyond the Book LO3 Questionnaire Design Chapter 8 Closed-ended and scaled-response questions are easier to tabulate than open-ended questions because response choices are fixed. On the other hand, unless the researcher designs the closed-ended question very carefully, an important choice may be omitted. Avocado Cheese (Monterey Jack/cheddar) Guacamole Lettuce Mexican hot sauce 1 2 3 4 5 Olives (black/green) Onions (red/white) Peppers (red/green) Pimento Sour cream 6 7 8 9 0 NOTE: Supplemental content – not in book. Copyright ©2009 Cengage Learning Inc. All rights reserved 33 LO3 Questionnaire Design Clear and concise No ambiguous language Only one question Unbiased Reasonable terminology http://www.createsurvey.com Online Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 34 LO3 Observation Research Observation Research A research method that relies on three types of observation: people watching people people watching an activity machines watching people Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 35 LO3 Observational Situations Situation Example People watching people People watching phenomena Machines watching people Machines watching phenomena Mystery shoppers in a supermarket Observer at an intersection counting traffic Video cameras recording behavior Trafficcounting machine monitoring traffic flow http://www.bmiltd.com Online Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 36 LO3 Ethnographic Research Ethnographic Research The study of human behavior in its natural context; involves observation of behavior and physical setting. Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 37 LO3 The Sampling Procedure Chapter 8 Sample A subset from a large population. Universe The population from which a sample will be drawn. Copyright ©2009 Cengage Learning Inc. All rights reserved 38 LO3 Sampling Procedure Sample Universe Probability Samples Non-Probability Samples Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 39 LO3 Types of Samples Chapter 8 Probability Samples Non-Probability Samples Simple Random Sample Convenience Sample Stratified Sample Judgment Sample Cluster Sample Quota Sample Systematic Sample Snowball Sample Copyright ©2009 Cengage Learning Inc. All rights reserved 40 LO3 Probability Samples Chapter 8 Probability Sample A sample in which every element in the population has a known statistical likelihood of being selected. Random Sample A sample arranged so that every element of the population has an equal chance of being selected. Copyright ©2009 Cengage Learning Inc. All rights reserved 41 LO3 Nonprobability Samples Chapter 8 Nonprobability Sample Any sample in which little or no attempt is made to get a representative cross-section of the population. Convenience Sample A form of nonprobability sample using respondents who are convenient or readily accessible to the researcher. Copyright ©2009 Cengage Learning Inc. All rights reserved 42 LO3 Types of Errors Chapter 8 Measurement Error Error when there is a difference between the information desired and the information provided by research Sampling Error Error when a sample somehow does not represent the target population. Frame Error Error when a sample drawn from a population differs from the target population. Random Error Error because the selected sample is an imperfect representation of the overall population. Copyright ©2009 Cengage Learning Inc. All rights reserved 43 LO3 Field Service Firms Provide: Chapter 8 Focus group facilities Mall intercept locations Test product storage Kitchen facilities Retail audits Copyright ©2009 Cengage Learning Inc. All rights reserved 44 LO3 Analyzing the Data CrossTabulation A method of analyzing data that lets the analyst look at the responses to one question in relation to the responses to one or more other questions. Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 45 LO3 Preparing and Presenting the Report Concise statement of the research objectives Explanation of research design Summary of major findings Conclusion with recommendations Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 46 LO3 Following Up Were the recommendations followed? Was sufficient decision-making information included in the report? What could have been done to make the report more useful to management? Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 47 LO3 REVIEW LEARNING OUTCOME Steps in a Marketing Research Project Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 48 LO4 Impact of the Internet on Marketing Research Discuss the profound impact of the Internet on marketing research Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 49 Impact of the Internet Allows better and faster decision making Improves ability to respond quickly to customer needs and market shifts Makes follow-up studies and tracking research easier Slashes labor- and time-intensive research activities and costs LO4 Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 50 Advantages of Internet Surveys Rapid development, Real-time reporting Reduced costs Personalized questions and data Improved respondent participation LO4 Chapter 8 Contact with the hard-to-reach Copyright ©2009 Cengage Learning Inc. All rights reserved 51 Uses of the Internet by Marketing Researchers Administer surveys Conduct focus groups Other types of marketing research LO4 http://www.greenfieldonline.com Online Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 52 Internet Samples LO4 Chapter 8 Unrestricted Internet Sample A survey in which anyone with a computer and modem can fill out the questionnaire. Screened Internet Sample An Internet sample with quotas based on desired sample characteristics. Recruited Internet Sample A sample in which respondents are prerecruited and must qualify to participate. Copyright ©2009 Cengage Learning Inc. All rights reserved 53 Process for Online Focus Groups LO4 Chapter 8 1. Build a database of respondents via Web site screening questionnaire 2. Identify qualified individuals via e-mail 3. Develop a discussion guide 4. Moderator runs group by typing in questions online for all to see 5. Environment is similar to a chat room 6. Firm captures the complete text of the focus group Copyright ©2009 Cengage Learning Inc. All rights reserved 54 Types of Online Focus Groups Real-time online focus groups Time-extended online focus groups LO4 Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 55 Advantages of Online Focus Groups Speed Cost-effectiveness Broad geographic scope Accessibility Honesty LO4 Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 56 Role of Blogs in Marketing Research Refined technologies allow companies to mine data available in Internet blogs. Companies can identify the most influential bloggers and learn exactly what they are saying (and how they are saying it). LO4 Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 57 Other Uses of the Internet by Marketing Researchers Distribution of requests for proposals (RFPs) and proposals Collaboration between client and research supplier Data management and online analysis Publication and distribution of reports LO4 Chapter 8 Viewing of presentations of marketing research surveys Copyright ©2009 Cengage Learning Inc. All rights reserved 58 LO4 REVIEW LEARNING OUTCOME Impact of the Internet on Marketing Research Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 59 LO5 Scanner-Based Research Discuss the growing importance of scanner-based research Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 60 Scanner-Based Research A system for gathering information Scanner-based Research from a single group of respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and the things they buy. BehaviorScan InfoScan LO5 Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 61 When Should Marketing Research Be Conducted? Where there is a high level of uncertainty When value of research information exceeds the cost of generating the information LO5 Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 62 LO5 REVIEW LEARNING OUTCOME Scanner-Based Research BehaviorScan Panel information from Specific groups of people, enables researchers to manipulate variables and see real results Chapter 8 InfoScan Aggregate consumer information on all bar-coded products Copyright ©2009 Cengage Learning Inc. All rights reserved 63 LO6 Competitive Intelligence Explain the concept of competitive intelligence Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 64 LO6 Competitive Intelligence Competitive Intelligence An intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors. http://www.scip.org Online Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 65 LO6 Chapter 8 Sources of Competitive Intelligence Internet UCC Filings Company Salespeople Suppliers Experts Periodicals CI Consultants Yellow Pages Government Agencies Trade Shows Copyright ©2009 Cengage Learning Inc. All rights reserved 66 LO6 REVIEW LEARNING OUTCOME Competitive Intelligence CI Part of a sound marketing strategy Helps companies respond to competitive threats Helps reduce unnecessary costs Chapter 8 Copyright ©2009 Cengage Learning Inc. All rights reserved 67