Presentation on theme: "SEM II : Marketing Research"— Presentation transcript:
1 SEM II : Marketing Research 1.06 Collect secondary marketing data to ensure accuracy and adequacy of information for decision making1.10 Report findings to communicate research information to others.
2 Keys to Successful Marketing Must understand and meet customer needs and wantsTo meet customer needs, marketers must collect information
3 Why collect information from customers? To learn which products sell best in certain locations.Then, to make these products available in these locations where customers are most willing and able to buy them.
4 Why collect marketing information from other sources? To find out what is happening in the external environment.To know about the- economy- legal/political situations- trendsExternal Collection sources:Government agenciesTrade organizationsConsumer reports
5 The Collection Process This collection process includes:Intelligence generationMonitoring the external environmentCollecting dataCoordinating the collected dataIntelligence disseminationSharing the data gatheredResponsivenessAnalyzing the dataDetecting an anticipating customer demandUtilizing the information to develop effective marketing strategies
6 Information Information gathered from others can be reported in: Final reportsJournal articlesOral presentations
7 Determining Type of Data Marketers can use one of three different research designs (or some combination of the three) to collect marketing data.The research design chosen for the study should stem directly from the questions which need to be answered and how much time, money, and resources are available for the study.
8 Research Designs Exploratory research Descriptive research Used when the problem is not well-definedAnswers questions such as, “Why are ticket sales down?”Descriptive researchOften used to determine characteristics of the target marketAnswers, “who, what, where, when, and how often” questionsCausal researchExplores the relationship between two variablesAnswers questions such as, “Does increased advertising result in more ticket sales?”
9 Collecting Information Marketing information can be collected in various ways:Primary researchYou collect itMay include surveys that can be mailed, posted on the Internet, conducted on the phone, or carried out in person by intercepting people at sporting eventsSecondary researchOthers have collected itObtaining and using data previously collected for another reasonExamining the content of written materials (e.g., financial statements, ticket sales numbers, newspaper articles, etc.)
10 Steps for Conducting Consumer Research 1. Define the focus of the research (your research objectives)What types of information need to be gathered?What questions need to be answered?2. Define which type of research design will be used.ExploratoryUsed when the problem is not definedDescriptiveUsed to gather information regarding a target marketCausalUsed to demonstrate the cause and effect relationship
11 Steps for Conducting Consumer Research (continued) 3. Collect data.Primary dataSecondary dataHow to obtain feedback?Personal observationFocus groupsQuestionnaires
12 Steps for Conducting Consumer Research (continued) 4. Determine sample.Group of people representative of the population.Helps make generalizations about a group of consumers.5. Administer the survey6. Analyze and interpret the results.
13 Steps for Conducting Consumer Research (continued) 7. Recommend solutions by creating a Marketing Report.Report the findings from the survey.An effective report answers specific research questions.A marketing report should include:Title pageAcknowledgementsContentsIntroductionSupporting charts, tables and graphsReview of information
14 Steps for Conducting Consumer Research Marketing Report (continued) Data collection procedures used.Which research methods did you use?What types of primary & secondary data were collected?Describe the types of questions you asked.Provide a profile of people surveyed.FindingsLimitations (time constraints, sampling bias, finances)RecommendationsConclusionsAppendixcopies of questionnairesInterview formsOther technical documentsBibliography8. Implement Solutions
15 Presenting Report Findings: Use computer software if possibleHold the viewers’ attentionsInclude text, graphics, sound,videoMore professionalCan be shown to larger groupsBriefly describe research methodsFocus on findingsKeep the presentation simple
16 Design a Questionnaire 1. Methods of administration include:MailTelephoneWebsitesPersonal interviews
17 Design a Questionnaire (continued) 2. Content: Think about:Number of questions – not too lengthyFormatOpen-ended-: must answer with more than yes/no responseClosed-ended: answerable with yes/no responseQuestion wordingShortEasy to understandOne question per statementLayman’s terminology
18 Design a Questionnaire (continued) 3. SequenceBegin with broad questionsGroup similar topics togetherConsider skip patterns4. Physical characteristicsSimple to complete/accessibleHeadings for each sectionEasy to understandEnough room for responses to open-ended questions