Transcript Marketing Information & Research

Introduction to Marketing Research
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Marketing Problems
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Wisconsin Bell has a capacity problem
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During 10 – 11am and 2 – 3pm the long distance
networks are stressed
In order to shift calls to different times, the Product
Manager decides to offer customers discounts on calls
placed between 11:30am – 1:30pm
Will customers shift their calling patterns?
Introduction to Marketing Research
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Marketing Problems
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Pepsi Foods (food supplier for Pizza Hut, Taco
Bell and Burger King) customer service ratings
are fine (5.7 on a scale from 1 to 7), yet market
share decreased again last quarter (down 2 more
points)
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Why is market share decreasing?
Introduction to Marketing Research
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Marketing Problems
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3M has developed a new “abrasive” – it is a less
intrusive alternative (it creates less of a mess) to
sand blasting (and is more effective)
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How much will customers pay for this product?
Introduction to Marketing Research
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Marketing Problems
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Maytag introduces a new line of washers and
driers
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Are customers who purchased them satisfied?
Introduction to Marketing Research
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How do we solve these problems?
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Hunches of Managers
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NO!
Need objective information
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Research Provides
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Need research
Help managers reduce decision-making risk
Importance of Marketing Research to Management
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Descriptive – describes conditions and/or situations
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Diagnostic – diagnoses actual problems
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Customer satisfaction is down
Why is customer satisfaction down?
Predictive – predict what is going to happen in the future
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If satisfaction is at 6.0 (out of 7), what are future sales?
Introduction to Marketing Research
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Marketing Research Defined
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Systematic gathering, recording, and analyzing data
about problems related to the marketing of ideas, goods,
and services
Who Uses Marketing Research
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Marketing/Brand Managers
 Help “position” the brand with respect to competitors
Advertising/Promotion Managers
 Determine the effectiveness of their campaigns
Sales Managers
 Which reps are performing well? poorly? Why?
Any marketing manager that needs information to help
make better decisions
Introduction to Marketing Research
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Marketing Concept and Marketing Research
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Determine the marketing mix in accordance with
the needs and wants of a set of target customers
How does marketing research “fit” with the
marketing concept?
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Helps identify target customers
Identifies target customers’ needs and wants
Predict target customers’ responses to marketing mix
alternatives
 Help explain why the responses are what they are
Introduction to Marketing Research
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Marketing Research and Marketing
Performance
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All managers are interested in results
(performance)
Marketing Research can be used to:
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Monitor Sales
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Accounting reports come too late
Measure market share – percent of customers in the
target market that purchase our brand
Measure customer share – percent of an individual
customer’s purchases from us
Introduction to Marketing Research
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Marketing Research and Marketing Performance
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Marketing Research can be used to:
 Assess Customer Satisfaction
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Maytag routinely performed “first 100 satisfaction” studies
Make sure to “base-line” results
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Need to compare to someone
Advertising/Promotional Effectiveness
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Pre-Tests – assess reactions before campaign starts
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ARS Persuasion System – after seeing ads in a laboratory
setting, customers are asked if they would choose advertised
brand (Fisher Price)
Post-tests – assess the performance of a campaign
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Burke Day-after-Recall (DAR) tests
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Behavior based evaluations – e-Trade looks at number of
inquiries as a result of “pop-up” ads
Introduction to Marketing Research
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When to conduct Marketing Research?
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Should a $100K study be performed to provide
information on a $10K decision?
Need to assess the value of the research
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Cost of research versus perceived costs of making a
“bad” decision
Thus, when it is financially wise to do so!
Introduction to Marketing Research
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Who performs the
research tasks?
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Primary Research Firms
Introduction to Marketing Research
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Who performs the
research tasks?
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Secondary Research
Firms