Lecture M: Marketing (4/e) - Chapter 10: Marketing research

Chapter 10: Marketing research. In this chapter you will learn: Identify the five steps in the marketing research process, describe the various secondary data sources, describe the various primary data collection techniques, summarize the differences between secondary data and primary data, examine the circumstances in which collecting information on consumers is.

marketing research

ten

LO 10-4 Summarize the differences between

secondary data and primary data

LO 10-5 Examine the circumstances in which

collecting information on consumers is

and Research Needs

Step 2: Designing the Research

Step 3:  Data Collection Process

Converting data into information to explain, predict

and/or evaluate a particular situation.

Step 4: Analyzing Data  and Developing Insights

Implementation

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(www.symphonyiri.com) InfoScan store tracking provides detailed information about sales, share, distribution, pricing, and promotion across a wide variety of retail channels and accounts.

J.D Power and Associates

(www.jdpower.com) Widely known for its automotive ratings, it produces quality and customer satisfaction research for a variety of industries.

Mediamark Research Inc

(www.mediamark.com) Supplies multimedia audience research pertaining to media and marketing planning for advertised brands.

National Purchase Diary Panel

(www.npd.com) Based on detailed records consumers keep about their purchases (i.e., a diary), it provides information about product movement and consumer behavior in a variety of industries.

NOP World (www.nopworld.com) The mKids US research study tracks mobile telephone ownership and usage, brand affinities, and

entertainment habits of American youth between 12 and 19 years of age.

Research and Markets

(www.researchandmarkets.com) Promotes itself as a one-stop shop for market research and data from most leading publishers, consultants, and analysts.

Roper Center for Public Opinion

Research

(www.ropercenter.uconn.edu)

The General Social Survey is one of the nation’s longest running surveys of social, cultural, and political indicators.

Simmons Market Research

Bureau (www.smrb.com) Reports on the products American consumers buy, the brands they prefer, and their lifestyles, attitudes, and media preferences.

Yankelovich

(www.yankelovich.com) The MONITOR tracks consumer attitudes, values, and lifestyles shaping the American marketplace.

Panel Research

What are they

Internal Secondary Data

check yourself



• What is the difference between internal

and external secondary research?

Qualitative versus Quantitative Data Collection Techniques

Data collection research

Data Collection

check yourself



• What are the types of qualitative research?

Survey Research

How do firms successfully use web surveying?

AP Photo/Mary Altaffer

q Free or inexpensive (except for syndicated data)

q May not be precisely relevant

to information needs

q Information may not be timely

q Sources may not be original, and therefore usefulness is an issue

q Methodologies for collecting data may not be appropriate

q Data sources may be biased

q Observed consumer behavior

q Focus group interviews

q Surveys

q Experiments

q Specific to the immediate

q data needs and topic at hand

q Offers behavioral insights

q generally not available from

q secondary research

q Costly

q Time consuming

q Requires more sophisticated

q training and experience to design

q study and collect data

check yourself



• What are the types of quantitative

research?

• What are the advantages and

disadvantages of primary and secondary

research?

The Ethics of  Using Customer Information

check yourself



• Under what circumstances is it ethical to

use consumer information in marketing

research?

• What challenges do technological

advances pose for the ethics of marketing

research?

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Data are raw numbers or other factual information

that, on their own, have limited value to

marketers

Glossary

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Experimental research is a type of quantitative

research that systematically manipulates one or

more variables to determine which variables have

a causal effect on another variable

Glossary

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Marketing research consists of a set of

techniques and principles for systematically

collecting, recording, analyzing, and interpreting

data that can aid decision makers involved in

marketing goods, services, or ideas

Glossary

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Panel research is a type of quantitative research

that involves collecting information from a group

of consumers (the panel) over time

Glossary

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Scanner research is a type of quantitative

research that uses data obtained from scanner

readings of UPC codes at check-out counters

Glossary

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A survey is a systematic means of collecting

information from people that generally uses a

questionnaire

Glossary

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Syndicated data are data available for a fee from

commercial research firms such as Information

Resources Inc (IRI), National Purchase Diary

Panel, and ACNielsen

Glossary