chapter nine marketing research Mc GrawHillIrwin Copyright 2013

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chapter nine marketing research Mc. Graw-Hill/Irwin Copyright © 2013 by The Mc. Graw-Hill Companies,

chapter nine marketing research Mc. Graw-Hill/Irwin Copyright © 2013 by The Mc. Graw-Hill Companies, Inc. All rights reserved.

Marketing Research LEARNING OBJECTIVES LO 1 Identify the five steps in the marketing research

Marketing Research LEARNING OBJECTIVES LO 1 Identify the five steps in the marketing research process. LO 2 Summarize the differences between secondary data and primary data. LO 3 Describe the various internal and external secondary data sources. LO 4 Describe the various primary data collection techniques. LO 5 Examine the circumstances under which collecting information on consumers is ethical. 9 -2

The Marketing Research Process 9 -3

The Marketing Research Process 9 -3

Step 1: Defining the Objectives and Research Needs What information is needed to answer

Step 1: Defining the Objectives and Research Needs What information is needed to answer specific research questions? How should that information be obtained? 9 -4

Step 2: Designing the Research Type of data Type of research 9 -5

Step 2: Designing the Research Type of data Type of research 9 -5

Step 3: Data Collection Process Secondary data Primary data 9 -6

Step 3: Data Collection Process Secondary data Primary data 9 -6

External Secondary Data Syndicated Data Scanner Research Panel Research IRI Website 9 -7

External Secondary Data Syndicated Data Scanner Research Panel Research IRI Website 9 -7

Internal Secondary Data Warehouse Data Mining 9 -8

Internal Secondary Data Warehouse Data Mining 9 -8

Step 3: Data Collection Techniques 9 -9

Step 3: Data Collection Techniques 9 -9

Using Exploratory Research Stockbyte/Getty Images How can a firm use exploratory research to uncover

Using Exploratory Research Stockbyte/Getty Images How can a firm use exploratory research to uncover consumers’ attitudes toward their product/service? 9 -10

Conclusive Research Methods Can be either: Descriptive Experimental Steve Cole/Getty Images Photodisc Collection/Getty Images

Conclusive Research Methods Can be either: Descriptive Experimental Steve Cole/Getty Images Photodisc Collection/Getty Images 9 -11

Data Collection Techniques Exploratory Methods Observation Social Media In-depth interview Focus group interviews The.

Data Collection Techniques Exploratory Methods Observation Social Media In-depth interview Focus group interviews The. Idea. Group Commercial 9 -12

Survey Research 9 -13

Survey Research 9 -13

• Response rates are relatively high • Respondents may lie less • It

• Response rates are relatively high • Respondents may lie less • It is inexpensive • Results are processed and received quickly Simon Fell/Getty Images Web Surveying 9 -14

Experimental Research AP Photo/Mary Altaffer Focus Group by Microsoft for Vista 9 -15

Experimental Research AP Photo/Mary Altaffer Focus Group by Microsoft for Vista 9 -15

©Getty Images Step 4: Analyzing Data and Developing Insights Converting data into information to

©Getty Images Step 4: Analyzing Data and Developing Insights Converting data into information to explain, predict and/or evaluate a particular situation. 9 -16

Step 5: Action Plan and Implementation Executive Summary Body Conclusions Limitations Digital Vision/Getty Images

Step 5: Action Plan and Implementation Executive Summary Body Conclusions Limitations Digital Vision/Getty Images Supplements including tables, figures, appendices 9 -17

The Ethics of Using Customer Information Strong ethical orientation Adhere to ethical practices 9

The Ethics of Using Customer Information Strong ethical orientation Adhere to ethical practices 9 -18

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