1. Marketing Research: Information and Technology
Chapter 5
Marketing Research: Information and Technology
Gilbert A. Churchill, Jr J. Paul Peter
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2. Questions Marketing Research Can Help Answer
Slide
5-1
Questions Marketing Research Can Help Answer
Table
5.1
Questions about Markets
Buyers
Demand
Channels
What kinds of people buy our products?
Is demand for our products increasing or decreasing?
Do channels of distribution for our products need changing?
Questions about Marketing Mix
Product
Pricing
Placement
Promotion
Which product design is likely to be most successful?
What price should we charge for our new products?
Where, and by whom, should our products be sold?
How much should we spend on promotion?
Questions about Performance
Market Share
Customer Satisfaction
Reputation
What is our market share overall?
Are customers satisfied with our products?
How does the public perceive our organization?
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3. Basics of a Marketing Decision Support System
Slide
5-2
Basics of a Marketing Decision Support System
Figure
5.1
Data in Database
Models in Model Base
Dialogue System
Information
Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 3 2 3 3 3 3

4. Primary Data Advantages • Up-to-date • Directly Relevant Disadvantages
Slide
5-3
Primary Data
Advantages
• Up-to-date • Directly Relevant
Disadvantages
• More Expensive • More Time Consuming
Types
• Observation • Survey • Experimental
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5. Secondary Data Advantages • Less Expensive • Requires Less Time
Slide
5-4
Secondary Data
Advantages
• Less Expensive • Requires Less Time
Disadvantages
• May Be Obsolete • May Not Be Relevant
Types
• Internal • External
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6. Information Available from the Population Census
Slide
5-5
Information Available from the Population Census
Table
5.3
Population
Housing
Household relationship Sex Race Age Marital status Hispanic Origin Education - enrollment and attainment Place of birth, citizenship, and year of entry Ancestry Language spoken at home Migration Disability Fertility Veteran status Employment and unemployment Occupation, industry and class of worker
Number of units in structure Number of rooms in unit Unit owned or rented Vacancy characteristics Value of owned unit or rent paid Source of water and method of sewage disposal Autos, light trucks and vans Kitchen facilities Year structure built Year moved into residence Number of bedrooms Shelter costs, including utilities Condominium status Plumbing Telephone
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7. Steps in the Marketing Research Process: Step 1
Slide
5-6
Steps in the Marketing Research Process: Step 1
Figure
5.3
Formulate the Problem
Plan a Research Design
Analyze and Interpret Data
Prepare the Research Report
Collect Data
Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 7 6 7 7 7 7

8. Steps in the Marketing Research Process: Step 2
Slide
5-7
Steps in the Marketing Research Process: Step 2
Figure
5.3
Formulate the Problem
Plan a Research Design
Analyze and Interpret Data
Prepare the Research Report
Collect Data
Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 8 7 8 8 8 8

9. Steps in the Marketing Research Process: Step 3
Slide
5-8
Steps in the Marketing Research Process: Step 3
Figure
5.3
Formulate the Problem
Plan a Research Design
Analyze and Interpret Data
Prepare the Research Report
Collect Data
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10. Steps in the Marketing Research Process: Step 4
Slide
5-9
Steps in the Marketing Research Process: Step 4
Figure
5.3
Formulate the Problem
Plan a Research Design
Analyze and Interpret Data
Prepare the Research Report
Collect Data
Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 10 9 10 10 10 10

11. Steps in the Marketing Research Process: Step 5
Slide
5-10
Steps in the Marketing Research Process: Step 5
Figure
5.3
Formulate the Problem
Plan a Research Design
Analyze and Interpret Data
Prepare the Research Report
Collect Data
Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 11 10 11 11 11 11

12. Areas of Ethical Concern in Marketing Research
Slide
5-11a
Areas of Ethical Concern in Marketing Research
Table
5.5
Area of Concern
Example
Ethical Standards
Preserving participant’s anonymity
Keeping the names of survey respondents anonymous, even though the client would like to use them to create a mailing list
This is a basic standard of ethical research/
Exposing participants to mental stress
Arriving late for a scheduled interview; conducting experiments in which subjects are embarrassed at their lack of knowledge about products
When stress is unavoidable, researcher should debrief subjects afterward.
Asking participants questions against their self-interest
Asking about the acceptability of various prices in order to plan a price increase
Such issues tend to place ethical standards in conflict with technical standards for accurate research.
Using special equipment and techniques
Using equipment to measure physiological responses to a product or promotional message
These must be properly maintained to avoid injury.
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13. Areas of Ethical Concern in Marketing Research
Slide
5-11b
Areas of Ethical Concern in Marketing Research
Table
5.5
Area of Concern
Example
Ethical Standards
Involving participants in research without their knowledge
Secretly observing the behavior of shoppers
Informed consent is a basic ethical standard unless minimal risk to subjects is involved and the research could not be practically carried out with consent.
Using deception
Showing subjects sample advertisements without telling them that they will have to take a recall test afterward
Incompletely informed consent is considered ethical only if there is minimal risk to subjects and research cannot be practically carried out another way.
Using coercion
Harassing by repeatedly requesting telephone interviews
Coercion is unethical and tends to bias results.
Depriving participants of their right to self-determination
Changing participants in ways they could not expect, such as a taste test in which they cannot identify their preferred brand and unexpectedly lose confidence in their ability to judge
Researchers should try to restore participants to their original condition when this occurs.
Source: Adapted from Gilbert A. Churchill, Jr. Basic Marketing Research, 3rd ed. (Fort Worth: The Dryden Press, 1996), pp © by the Dryden Press, reprinted by permission of the publisher. 13 12 13 13 13 13