Transcript Chapter 1

Chapter 1
Introduction to Marketing
Research
Research Examples
• Reebok – “time use” research  home
step aerobics line
• McDonald’s – redesign of restaurants –
“Forever Young” look
• Sony Reader
• Head and Shoulders in China
Scope
• used by all types of organizations
– small vs large
– manufacturers, trade, services
– policy makers, non-profit organizations
• employ a variety of methods
Nature of Marketing Research
• Key Objective: Identification and
Satisfaction of Customer Needs
• Identification Process
– Overall market
– Segment into sub-markets
– Evaluate attractiveness of each sub-market
– Decide which sub-market to enter
– Identify specific needs to be met
– Identify any current gaps
Satisfaction Process
• Determine Marketing Program
– what product to offer?
– What to charge as price?
– How to promote the product?
– What distribution network to use?
• Implement the Program
• Evaluate implementation and take
corrective actions
Role of Marketing Research
• Provide information to managers at each
step of the process
• Reduce uncertainty of decision making
• Process is complicated by the following
factors:
– globalization of markets
– increased intensity of competition
– consumer sophistication
Definition of Marketing Research
• The systematic and objective process
of identifying, collection, analysis,
analysis, dissemination and use of
information for the purpose of assisting
management in decision making related to
the identification and solution of
problems and opportunities in marketing.
RIP 1.1
The American Marketing Association
Redefines Marketing Research
-Marketing research is the
function which links the
consumer, customer, and
public to the marketer
through
used to identify and
define market
opportunities and
problems
generate, refine, and
evaluate marketing
performance
monitor marketing
performance
improve understanding of
marketing as a process
Fig 1.3
--
Management Information Systems
Versus Decision Support Systems
DSS
MIS
problems
•Structured Problems
•Unstructured Problems
•Use of Reports
•Use of Models
•Rigid Structure
•User Friendly Interaction
•Information Displaying
•Adaptability
Restricted
•Can Improve Decision
•Can Improve Decision Making by
Making by Using “What if”
Clarifying Data
Analysis
MIS
• a formalized set of procedures for
generating, analyzing, storing, and
distributing information to marketing
decision makers on an ongoing basis
• based on decision-makers’ needs
• periodic dissemination of reports
• user removed from processor
• inflexible, not timely, not in right
form
DSS
• an information system which enables
decision makers to interact directly with
both databases and analysis models
• individualized and in real time
• adaptable to current requirements of user
• user-friendly
RESARCH
SUPPLIERS
INTERNAL
FULL SERVICE
Syndicate
Services
Standardized
Texts
Internet
Services
Customize
d
Services
EXTERNAL
LIMITED SERVICE
Branded
Products
and Services
Field
Services
Coding and
Data Entry
Services
Analytical
Services
Data
Analysis
Services
Research Suppliers
• full service vs limited service
• full service suppliers
– syndicated services
– standardized services
– customized services
– Internet services
Limited Service Suppliers
• Field services
• Coding and data entry
• Analytical services
• Data analysis
• Branded marketing research
Process: Step 1--Problem
Definition
• specify the domain of the study
• managerial and research questions
• variety of exploratory techniques
– discussion with decision makers
– interviews with industry experts
– analysis of secondary data
– qualitative customer research
Step 2: Research Design
• project framework
• details the procedures that will be used for
obtaining the required information
– methods for collecting data
– specification of target population
– sampling details
– questionnaire design
– analytical procedures
Step 3: Field Work
• selection, training, supervision of the field
force
• collect the data
Step 4: Data Preparation and
Analysis
• Editing - inspection of questionnaire for accuracy
•
•
•
•
•
of data
Coding - translating responses into numbers
Transcription - entering data into the computer
Verification - check for the accuracy of
transcription
Tabulating - preliminary analysis of data
Analysis - to address the managerial question
Step 5: Report Preparation and
Presentation
• written and oral form
• executive summary
• avoid technical discussion in the body
• use graphics