Transcript Link companies with customers via information Define problems and

Marketing Research
Marketing research serves many roles. It
can:
1. Link companies with customers via
information
2. Define problems and opportunities
3. Generate, refine and evaluate marketing
actions
4. Monitor performance
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
3-1
Marketing Research Process
Problem
Awareness
Exploratory
Research
Recommendations & Action
Secondary Data
Collection
Analysis & Interpretation
Data Collection & Processing
Primary Research
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
3-2
Exploratory Research
Funnelling
Dividing a subject into manageable variables to
narrow down the field so that specific research can
be conducted.
Situation Analysis
Collecting information from knowledgeable people
and secondary sources.
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
3-3
Secondary Data Sources
Secondary Data
Internal Sources
External Sources
MIS
Government
DSS
Business
Online
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
3-4
Secondary Data
Advantages
• Available at low or no cost
• Updated constantly by some sources
• Only source sometimes
• Useful for exploratory research
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
3-5
Secondary Data
Disadvantages:
• Inability to resolve specific problem
• Reliability and accuracy questioned
• Data outdated in changing market
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
3-6
Online Database
A public information database accessible to
anyone with proper communication
facilities.
Data is available quickly but the amount of
data can be overwhelming.
Statistics Canada offers information
online.
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
3-7
Primary Research
The collecting and recording of new data,
called primary data, in order to resolve a
specific problem, usually at high cost to the
organization.
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
3-8
Primary Research
Problem Definition
Objectives and Hypotheses
Sample Design
Data Collection Methodology
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
3-9
Sample Design
A representative sample is necessary in order
to produce valid and reliable data.
Steps:
1. Define Population
2. Identify Sampling Frame
3. Determine Type of Sample
4. Determine Sample Size
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
3-10
Data Collection Methods
Survey
Structured questionnaire
Observation
Personal or electronic
(Web cookies)
Experiment
Simulated or market test
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
3-11
Qualitative Data
Data collected from small samples in a
controlled environment (e.g., a focus
group).
“Focus” implies that the discussion
concentrates on one topic or concept.
Interviews reveal “attitudes” held by
customers.
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
3-12
Quantitative Data
Data collected from large samples. Analysis
and interpretation rely on numbers and
percentages obtained from data collected
from a structured questionnaire.
Feelings, attitudes and opinions of customers
are quantified.
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
3-13
Survey Methodology
Interview
Which option to use depends on:
Telephone
Mail
1. Nature of information sought
2. Cost and time constraints
3. Location of respondent
Online
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
3-14
Date Transfer and Processing
Data
Transfer
Processing
Completed questionnaires
are edited for consistency
and completeness.

Tabulation

Frequency Distribution

Cross-tabulation
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
3-15
Data Analysis and Interpretation
Analysis
Evaluating responses
for each question in a
survey.
Interpretation
Relating accumulated
data to the problem
under review.
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
3-16
Recommendations and
Implementation
It’s decision time. Where’s the research?
1. Prospective courses of action are offered
in relation to the problem under review.
2. Voluminous doorstoppers are out and
succinct PowerPoint presentations are in.
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
3-17