1. Insert Chapter Title Screen

2. Understand how marketing research can contribute to a firm’s competitive advantage. Understand that market research includes consumer research, competitor research, and channel research, and explain how consumer research uses the basic marketing research process and various methods to study consumers and their choices. Understand how marketing research can contribute to a firm’s competitive advantage Understand that market research includes consumer research, competitor research, and channel research, and explain how consumer research uses the basic marketing research process and various methods to study consumers and their choices

3. Understand how marketing research can contribute to a firm’s competitive advantage. Understand that market research includes consumer research, competitor research, and channel research, and explain how consumer research uses the basic marketing research process and various methods to study consumers and their choices. Understand that an important part of market research is to study the history of competition, as well as examining current and potential competitors Understand how to research and analyze trading systems and distribution channels

4. THE COMPETITIVE IMPORTANACE OF MARKET RESEARCH Consumer research Competitive research Distribution research Public policy research (beyond scope of chapter)

5. Consumer Research Consumer Research Process

6. Consumer ResearchPresentFindings AnalyzeInformation PrimaryResearch Quick Primary Research SecondaryResearch DefineProblem ProblemRecognition

7. Secondary Data Analysis U.S. Census Bureau Trade Associations World Wide Web

8. Qualitative Consumer Research Voice of the customer Hands-on consumer research Motivational research

9. Qualitative Consumer Research Expression of the preferences, opinions and motivations of the customer Voice of the customer Hands-on consumer research Motivational research

10. Qualitative Observation Research Conducted by direct observation by managers of the way current customers use specific products and brands Motivational research Voice of the customer Hands-on consumer research

11. Qualitative Observation Research Research method directed at discovering the conscious or subconscious reason that motivates a person’s behavior Voice of the customer Motivational research Hands-on consumer research

12. Consumer Visits in Business-to-Business Marketing

13. Marketing executives must gain firsthand experience of being a customer of their firm and competition.

14. Focus Group Research A focus group is a carefully recruited group of Six to twelve people who participate in a free wheeling, One to two hour discussion that focuses on a particular Subject, such as product usage, shopping habits, etc.

15. Consumer Survey Research Sampling and surveying of a population of consumers using a carefully prepared set of questions.

16. Table 4.1 Consumer Survey Research

17. Table 4.2 Consumer Survey Research

18. Sampling Random Sampling from a Complete List of the Population Convenience Samples of a Population  Convenience quota sample  Panel of households

19. Question Design Scales  Ratio scale  Interval scale

20. Question Design Reliability – the consistency of data. Validity – accuracy in measuring what was intended to be measured.

21. Table 4.3 Question Design

22. Pretest – is undertaken before the major study to test the validity and reliability of measures and other components of the study’s research methodology.

23. Electronic Observational Research Universal Product Code (UPC) – bar code on a product’s package that provides information read by optical scanners. European Article Numbers (EAN) – European version of the UPC located on a product’s package that provides information read by optical scanners.

24. Electronic Observational Research Bar-coding and scanning

25. Table 4.4 Geodemographic Information

26. Figure 4.2 Decision Support Systems

27. Figure 4.3 COMPETITOR RESEARCH

28. Figure 4.4 COMPETITOR RESEARCH

29. Table 4.6 Auditing Current Competitors

30. Table 4.7 Auditing Current Competitors

31. Table 4.8 CHANNEL RESEARCH

32. Table 4.9 CHANNEL RESEARCH

33. Supplemental Material

34. AMA Definition of Marketing Research Specifies the information needed Designs the method of collecting information Manages and implements the data collection process Analyzes the results Communicates the findings and implications

35. Types of Marketing Research Firms Syndicated Service Firms Full-Service Research firms

36. Types of Marketing Research Firms Collect and distribute for many firms Firms share the cost Examples: A.C. Nielson, J.D. Powers, Simmons, Arbitron Syndicated Service Firms

37. Types of Marketing Research Firms Collect and distribute for one client Client assumes entire cost of project Research firm takes over marketing research function on behalf of client Full-Service Research Firms

38. The Marketing Research ProcessFeedback Define the problem Research design Data collection Analysis, interpretation and presentation

39. Problem Definition Well defined problems are half solved Help set research objectives Help define data collection process

40. Exploratory Research Helps gain understanding of the research question Aids in understanding the cause(s) of the problem Discuss the problem with informed sources - customers, suppliers, etc. Analyze internal records and data

41. The Marketing Research ProcessFeedback Research design Data collection Analysis, interpretation and presentation Define the problem

42. Research Design Master plan for research Identifies the need for primary versus secondary data

43. Research Design Primary Data Information or statistics collected for the first time during a marketing research study Secondary Data Previously published data

44. Sources of Primary Data Survey Method Telephone interviews Mail surveys Personal interviews Focus group interviews Observation Method Observational studies are conducted by actually viewing objects, events, and/or a person’s behavior

45. Sources of Primary Data Experimental Method In experiments the researcher manipulates one or more of the marketing mix variables and compares the effect on the experimental group to a control group that did not receive the manipulation

46. Sources of Secondary Data Government Data Census of Population Census of Housing Census of Business Census of Manufacturers Census of Agriculture Census of Minerals Census of Governments Internal Data Includes sales analysis reports, financial performance reports, cost analysis, product profit/loss statements, etc.

47. Sources of Secondary Data Research Firm Data Many private organizations provide information for the marketing executive e.g. trade associations, advertising agencies, “Survey of Buying Power.”

48. The Marketing Research ProcessFeedback Analysis, interpretation and presentation Define the problem Research design Data collection

49. Sampling Techniques Population Total group that the researcher wants to study Census Collection of data from all possible sources in a population or universe

50. Sampling Techniques Probability Sample Sampling techniques where respondents have a known (nonzero) chance of being chosen

51. Sampling Techniques Probability Sample Simple Random Sample Probability sample where researchers choose respondents from a complete list of the population

52. Sampling Techniques Probability sample where researchers divide the complete population list into groups and then use single random sampling techniques on the subgroups Probability Sample Simple Random Sample Stratified Sample

53. Sampling Techniques Probability Sample Simple Random Sample Stratified Sample Cluster Sample Probability sample where researchers randomly choose areas of geographic clusters before random cluster selection

54. Sampling Techniques Arbitrary sampling technique where respondents have an unknown or zero chance of being chosen for the sample Nonprobability Sample

55. Sampling Techniques Nonprobability sample where researchers choose respondents based on ease of availability of respondents Nonprobability Sample Convenience Sample

56. Sampling Techniques Nonprobability sample where researchers conveniently match characteristics in the population with quotas Nonprobability Sample Quota Sample Convenience Sample

57. Sampling Techniques Nonprobability sample based on arbitrary judgments by the researcher Nonprobability Sample Convenience Sample Quota Sample Judgment Sample

58. The Marketing Research ProcessFeedback Define the problem Research design Data collection Analysis, interpretation and presentation

59. Analysis, Interpretation, and Presentation Must present findings in clear, understandable manner Communicate properly with audience