1. Marketing Research – Collecting Data
Brian Gillespie

2. Marketing Information Systems
Determines what information marketing managers need, then gathers, sorts, analyzes, stores, and distributes information to system users

3. Internal Company Data Information generated from within the company
Sales
Who buys what, when and where
Backorders
Effects of marketing efforts
Product returns

4. Marketing Intelligence
Method of gathering information about the marketing environment
Newspapers
Internet
Trade publications
Secret shoppers
Futurists
Marketers that try to predict marketing trends through contemplating different scenarios

5. Marketing Research
Collecting, analyzing and interpreting info about customers, competitors and business environment to improve marketing effectiveness
Syndicated research
Collected by a different firm
firm then sells information to other businesses
Custom research
Research conducted for a single firm to provide specific information managers need

6. Acquired Databases
Marketing Information generated by other firms or the government
Misuse has led to government restrictions
Do not call list
Opt-in and opt-out statements on websites
Data Mining
Sophisticated analysis techniques that take advantage of large amount of customer transaction information, and discover patterns for different customer groups

7. Marketing Decision Support System
Data plus analysis and interactive software allow marketing managers to access MIS data and conduct analyses

8. MIS vs. MDSS MIS MDSS What were our sales last month?
Is increase in sales due to our new advertising campaign or an increase in sales across the industry?

9. Marketing Research Process
Step 1: define the research problem
Step 2: determine the research design
Step 3: chose the method to collect primary data
Step 4: design the sample
Step 5: collect the data
Step 6: analyze and interpret the data
Step 7: prepare the research report

10. Define the Research Problem
Specify the research objectives
What questions will the research try to answer?
Identify the consumer population of interest
What are the characteristics of the consumer groups of interest?
Place the problem in an environmental context
What factors in the firm’s internal and external business environment might influence the situation?

11. Determine the Research Design
What information will you collect?
What type of research design will you use?
Primary data
Data collected specifically for this research
Secondary data
Data collected for a different research purpose but applicable to the current research questions

12. Primary and Secondary Data

13. Three Types of Primary Research
Exploratory (qualitative) research
Interviews
Focus groups
Descriptive (quantitative) research
Cross-sectional
Single point in time
Longitudinal
Repeated measures
Causal research
Cause-and-effect

14. Choose the Method to Collect Primary Data
For a list of advantages and disadvantages, see chapter 3, table 3 in the book.
Mail questionnaires
Telephone interviews
Face-to-Face interviews
On-line questionnaires
Laboratory experiments
Observational