Transcript Unit 2 - Marketing Research ppt - Marketing

Marketing Research
Chapter 28
WHAT Is Marketing Research?
Process and methods used to:
Gather information
 Analyze information
 Report information

WHY Marketing Research?
Information gathered helps businesses:
Decide on a marketing mix strategy
 Track current market trends
 Gauge customer satisfaction
 Identify marketing opportunities

FINDS ANSWERS!!!
WHO Uses Marketing Research?
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All businesses; large and small
Profit and/or non-profit organizations
Manufacturers, wholesalers, retailers
HOW Is Marketing Research
Conducted?
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In-house research departments
Outside research companies
[ACNielsen, Ipsos Reid]
Trade associations collect industry data
Marketing Information System
A set of procedures and methods that
regularly generates, stores, analyses, and
distributes information for use in decision
making
Database Marketing [or CRM]
designing, creating, and managing lists of
specific customer information
Ex. Microsoft CRM 3.0: Lemonade stand
Types of Marketing Research
Quantitative
Qualitative
Types of Marketing Research
Quantitative
‘how
many or how much’
Large numbers of people
Surveys, questionnaires
Qualitative
Types of Marketing Research
Quantitative
‘how
many or how much’
Large numbers of people
Surveys, questionnaires
1. Attitude Research
2. Market Intelligence
3. Media Research
4. Product Research
Qualitative
‘why
or how’
Smaller numbers of people
In-depth interviews
Attitude Research

Discover how people FEEL about their
products
Ex. Satisfaction surveys, opinion polls,
telephone interviews, focus groups, etc.
Market Intelligence

Concerned with the market itself:
Size
 Location
 Competition
 Segmentation
 Sales and economic forecasting
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Often done before a new product launch
Media Research
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Determine the effectiveness of various
media advertising
Conducted before or after a media
campaign
Ex. Nielsen Media Research Inc’s
“1985 People Meters”
“Why do you think local television ratings
are important?”
Media Research cont…
Important statistics:
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Audience - # of homes/people exposed
Frequency - # of times a viewer in the
audience sees or hears an ad
Reach - % of target audience that will see
or hear an ad at lease once
Product Research

Gather information about the product:
Design
 Usage
 Packaging
 Acceptance by customers

What Type of
Research Am I?
Fact and Idea Review
Fact and Idea Review
1. A political candidate conducts an opinion
law enforcement issues prior to an
election campaign.
ATTITUDE
2. Your family receives in the mail a product
sample and cents off coupon for
reformulated Cheer laundry detergent.
PRODUCT
Fact and Idea Review
3. A local radio station asks you to complete
a mail-in diary on your listening habits.
MEDIA
4. A new, purple mustard is available in
Toronto for a limited time.
PRODUCT
5. Sales of Ivory liquid soap are tracked for a
12 –month period.
MARKET
Fact and Idea Review
6. Polaris predicts that its new all-terrain vehicles
will be bought by 35,000 customers.
MARKET
7. A website records the number of clicks on a
banner ad
MEDIA
8. The Gallup Organization conducts a random
sample survey about the impact of technology
on Canadians.
ATTITUDE/MEDIA
Fact and Idea Review
9. McDonald’s tests pizzas in selected
stores in the Midwest
PRODUCT
10. Ford Motor Company offers a $1500.00
rebate on Escorts during the month of
February to increase its sales
penetration of the sun-compact car
market.
MARKET
Fact and Idea Review
11. Fortune magazine has a subscriber
survey with each new subscription to
determine the most effective advertising
message for a particular advertiser.
MEDIA
12. Marriott asks overnight guests to
complete a customer satisfaction survey
ATTITUDE