Transcript Section 29.1 Marketing Research

Chapter 29
conducting marketing
research
Section 29.1
Marketing Research
Section 29.2
The Marketing Survey
Section 29.1
Marketing Research
• Explain the steps in designing and conducting marketing research.
• Compare primary and secondary data.
• Collect and interpret marketing information.
• Identify the elements in a marketing research report.
Section 29.1
Marketing Research
• problem definition
• observation method
• primary data
• point-of-sale research
• secondary data
• experimental method
• survey method
• data analysis
• sample
Section 29.1
Marketing Research
The Marketing Research Process
1
Defining the
Problem
2
3
4
5
Obtaining Data
Analyzing the
Data
Recommending
Solutions to the
Problem
Applying the
Results
Section 29.1
Marketing Research
The Marketing Research Process
1
Defining the
Problem
Problem definition
problem definition
Occurs when a business clearly
identifies a problem and what is
needed to solve it.
Section 29.1
Marketing Research
The Marketing Research Process
2
Obtaining Data
Primary data
Secondary data
primary data
Data obtained for the first time and
used specifically for the particular
problem or issue under study.
secondary data
Data already collected for some
purpose other than the current study.
Section 29.1
Marketing Research
The Marketing Research Process
Data Sources
Section 29.1
Marketing Research
The Marketing Research Process
2
Obtaining Data
Primary data
Secondary data
The survey method uses a sample
of the population.
The larger the sample, the more
accurate are the results.
survey method
A research technique in which information is
gathered from people through the use of surveys
and questionnaires.
sample
Part of a target population that
represents the entire population.
Section 29.1
Marketing Research
The Marketing Research Process
2
Obtaining Data
The observation method uses
point-of-sale research.
Primary data
Secondary data
observation method
A research technique in which the actions of
people are watched and recorded, either by
cameras or by observers.
point-of-sale research
Powerful form of research that combines
natural observation with personal interviews
to explain buying behavior.
Section 29.1
Marketing Research
The Marketing Research Process
2
Obtaining Data
The experimental method is used
less often than other methods.
Primary data
Secondary data
experimental method
A research technique in which a researcher
observes the results of changing one or more
marketing variables while keeping all the other
variables constant under controlled conditions.
Section 29.1
Marketing Research
The Marketing Research Process
Advantages and Disadvantages
of Secondary Data
Section 29.1
Marketing Research
The Marketing Research Process
Sources of Primary Data
Section 29.1
Marketing Research
The Marketing Research Process
3
Analyzing the
Data
Data analysis
Data mining
data analysis
The process of compiling, analyzing,
and interpreting the results of primary
and secondary data collection.
Section 29.1
Marketing Research
The Marketing Research Process
4
Recommending
Solutions to the
Problem
Conclusions are presented in a report.
Recommendations must be clear and well supported by research.
Section 29.1
Marketing Research
The Marketing Research Process
5
Applying the
Results
Additional research may be required.
Changes should be monitored carefully.
Success will be reflected in higher profits.
Section 29.1
Marketing Research
The Marketing Research Process
Steps of the Marketing
Research Process and
Details of Each
Section 29.2
The Marketing Survey
• Design a marketing research survey.
• Administer a marketing research survey.
Section 29.2
The Marketing Survey
• validity
• reliability
• forced-choice question
• open-ended question
Section 29.2
The Marketing Survey
Outline this Section by Listing Headings,
Subheadings, and Key Concepts
Section 29.2
The Marketing Survey
Constructing the Questionnaire
Two Essential Elements of a Questionnaire
Validity
validity
When the questions in a
questionnaire measure what
was intended to be measured;
the quality of being logically
valid or effective.
Reliability
reliability
When a research technique
produces nearly identical
results in repeated trials; the
trait of being dependable.
Section 29.2
The Marketing Survey
Constructing the Questionnaire
Types of Questions
Forced-Choice
Questions
forced-choice question
A question that asks
respondents to choose an
answer from possibilities given
on a questionnaire.
Open-Ended
Questions
open-ended question
A question that requires more
than a “yes” or “no” answer
and requires respondents to
construct their own response.
Section 29.2
The Marketing Survey
Constructing the Questionnaire
Provide Other Type Questions
Discussed in the Text
Open-Ended
Questions
Forced-Choice
Questions
Open-Ended
Questions
Multiple-Choice
Questions
Rating-Scale
Questions
Section 29.2
The Marketing Survey
Constructing the Questionnaire
Provide Details About
Formatting
Questionnaires
Section 29.2
The Marketing Survey
Administering the Questionnaires
Provide Details for
Administering
Each of the Three
Types of Surveys
Discussed in the
Text
Assess for Understanding
2.
The five steps for designing and conducting marketing research are: (1) defining the problem; (2) obtaining data; (3) analyzing
data; (4) recommending solutions; and (5) applying the results.
3.
Primary data are obtained to address the problem under study. Secondary data are collected for some other purpose and are also
readily available at little or no cost, should be used before primary data.
4.
Marketers compile, analyze, and interpret marketing information to better understand the market and to increase sales and
profitability.
5.
The elements in a marketing research report include: title page; acknowledgments; table of contents; list of tables, figures, charts,
and graphs; introduction; review of the research; procedures used; findings; recommendations; summary and conclusions;
appendixes; and bibliography.
6.
Important design features for constructing a marketing research survey include: excellent visual appearance and ample white
space; use of dark ink; easy-to-read typefaces; surveys that are designed to be short; all sections are identified; all questions are
numbered; questions are short; use of common language; and use of symbols for answers.
7.
Procedures to administer a survey include the following for mailed questionnaires: use cover letter, explain the purpose, indicate
deadline, and use a postage-paid return envelope. For Internet surveys: limit the screens, use graphics, allow respondents to stop
and complete survey later. For in-person surveys: state purpose, select people in an unbiased way. All methods can use
incentives and deadlines to encourage rapid and completed surveys.
8.
Open-ended questions require respondents to construct their own answers, while forced-choice questions ask respondents to
choose answers from possibilities provided on a questionnaire.
9.
Answer should demonstrate an understanding of the concept of bias; bias could be introduced by asking leading questions, or
asking questions that require respondents to guess the answer.