Learning objectives 1 Explain the concept and purpose
Learning objectives 1 Explain the concept and purpose of a market information system 2 Define marketing research and explain its importance to marketing decisionmaking 3 Describe the steps involved in conducting a marketing research project 4 Discuss the impact of electronic scanner-based research 5 Explain when marketing research should and should not be conducted
Learning objective 1 Explain the concept and purpose of a market information system
1 Marketing intelligence • Everyday information about developments in the marketing environment a that managers used to compare and adjust marketing plans.
1 Linkage between DSS, market research, MIS and market intelligence
1 Decision support system (DSS) • An interactive, flexible computerised information system that enables managers to obtain and manipulate information as they are making decisions.
1 Characteristics of a DSS • • Interactive Flexible Discovery-oriented Accessible
1 Database marketing • The creation of a large computerised file of customers and potential customer profiles and purchase patterns.
Learning objective 2 Define marketing research and explain its importance to marketing decision-making
2 Marketing research • The process of planning, collecting and analysing data relevant to a marketing decision.
2 Roles of marketing research Improving quality of decision-making Understanding changing market place Marketing research Gauging value, measuring satisfaction Tracing problems Keeping customers
Learning objective 3 Describe the steps involved in conducting a marketing research project
3 The marketing research process
3 Marketing research problem Determining what information is needed and how that information can be obtained efficiently and effectively. Marketing research objective The specific information needed to solve a marketing research problem; the objective should provide insightful decision-making information. Management decision problem A broad-based problem that requires marketing research in order for managers to take proper actions.
3 Research design • Specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analysed.
3 Planning the research design • Which research questions must be answered? • How and when will data be gathered? • How will the data be analysed?
3 Secondary data • Data previously collected for any purpose other than the one at hand.
3 Sources of secondary data • • • Internal corporate information Government agencies Trade and industry associations Marketing research firms Commercial publications News media
3 Advantages of secondary data • Saves time and money if on target • Aids in determining direction for primary data collection • Pinpoints the kinds of people to approach • Serves as a basis of comparison for other data
3 Disadvantages of secondary data • May not be on target with the research problem • Quality and accuracy of data may pose a problem.
3 Electronic secondary information • The Internet – Search engines and directories – Sites of interest to marketing researchers – Discussion groups – Periodical, newspapers and books – Databases – Web 2. 0.
3 Primary data • Information collected for the first time, which can be used for solving the particular problem under investigation.
3 Advantages of primary data • • Answers a specific research question Data is current Source of data is known Secrecy can be maintained.
3 Disadvantages of primary data • Expensive • Quality declines if interviews are lengthy • Reluctance to participate in lengthy interviews.
3 Survey research • The most popular technique for gathering primary data, in which a researcher interacts with people to obtain facts, opinions and attitudes.
3 Forms of survey research • • • In-home interviews Mail surveys Mall intercept interviews Internet surveys Telephone interviews (home and central location) • Computer-assisted
3 Mall intercept interview • Survey research method that involves interviewing people in the common areas of shopping malls.
3 Focus group • A group of about 8 people who participate in a discussion led by a moderator.
3 Advantages of on-line focus groups • • • Speed Cost-effectiveness Broad geographic scope Accessibility Honesty
3 Questionnaire design Open-ended question An interview question that encourages an answer phrased in a respondent’s own words. Closed-ended question An interview question that asks the respondent to make a selection from a limited list of responses. Scaledresponse question A closed-ended question designed to measure the intensity of a respondent’s answer.
3 Questionnaire design (cont. ) • Qualities of good questionnaires – Clear and concise – No ambiguous language – Unbiased – Reasonable terminology
3 Observation research • A research method that relies on three types of observation: – people watching people – people watching an activity – machines watching people.
3 Observation research (cont. ) People watching people Types of observation research People watching an activity Machines watching people Mystery shoppers One-way mirrors Audits Traffic counters Passive people meter
3 Mystery shoppers • Researchers posing as customers who gather observational data about a store and collect data about customer/employee interactions.
3 Experiment • A method a researcher uses to gather primary data.
3 Sampling procedure A subset from a large population. Sample Universe The population from which a sample will be drawn.
3 Probability samples Probability sample Random sample A sample in which every element in the population has a known statistical likelihood of being selected. A sample arranged so that every element of the population has an equal chance of being selected.
3 Non-probability samples Any sample in which little or no Non-probability attempt is made to get a representative cross-section of sample the population. Convenience sample A form of non-probability sample using respondents who are convenient or readily accessible to the researcher.
3 Types of samples Probability samples Non-probability samples Simple random sample Convenience sample Stratified sample Judgement sample Cluster sample Quota sample Systematic sample Snowball sample
3 Internet samples Unrestricted A survey in which anyone with a computer and modem can fill out Internet the questionnaire. sample Screened Internet sample An Internet sample with quotas based on desired sample characteristics. Recruited Internet sample A sample in which respondents are pre-recruited and must qualify to participate.
3 Types of errors • • Measurement error Sampling error Frame error Random error
3 Types of errors (cont. ) Measurement Error when there is a difference error between the information desired and the information provided by research. Sampling error Frame error Random error Error when a sample somehow does not represent the target population. Error when a sample drawn from a population differs from the target population. Error because the selected sample is an imperfect representation of the overall population.
3 Field service organisation • A firm that specialises in interviewing respondents on a subcontracted basis.
3 Field service firm (cont. ) • Provide: – focus group facilities – mall intercept locations – test product storage – kitchen facilities – retail audits.
3 Data analysis • To interpret and draw conclusions from the mass of collected data • Qualitative data tends to use statistics for its data analysis. • Qualitative data tends to use pattern matching for its data analysis
3 Cross-tabulation • A method of analysing data that lets the analyst look at the responses to one question in relation to the responses to one or more other questions.
Learning objective 4 Discuss the impact of electronic scanner-based research
4 Scanner-based research • A system for gathering information from a single group of respondents by continuously monitoring the advertising, promotion and pricing they are exposed to and the things they buy.
4 Two main scanner research products • Behavior. Scan • Tracks the purchase of households through store scanners • Info. Scan • Sales tracking service for consumer packaged goods
Learning objective 5 Explain when marketing research should and should not be conducted
5 When and when not to conduct marketing research • How well does the firm know the market? • How much will the research cost? • Will the research add value? • How long will the research take? • What is the quality of the research?
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