1. Marketing Research
Chapter 28

2. WHAT Is Marketing Research?
Process and methods used to:
Gather information
Analyze information
Report information

3. WHY Marketing Research?
Information gathered helps businesses:
Decide on a marketing mix strategy
Track current market trends
Gauge customer satisfaction
Identify marketing opportunities
FINDS ANSWERS!!!

4. WHO Uses Marketing Research?
All businesses; large and small
Profit and/or non-profit organizations
Manufacturers, wholesalers, retailers

5. HOW Is Marketing Research Conducted?
In-house research departments
Outside research companies
[ACNielsen, Ipsos Reid]
Trade associations collect industry data

6. Marketing Information System
A set of procedures and methods that regularly generates, stores, analyses, and distributes information for use in decision making
Database Marketing [or CRM]
designing, creating, and managing lists of specific customer information
Ex. Microsoft CRM 3.0: Lemonade stand

7. Types of Marketing Research
Quantitative
Qualitative

8. Types of Marketing Research
Quantitative
Qualitative
‘how many or how much’
Large numbers of people
Surveys, questionnaires

9. Types of Marketing Research
Quantitative
Qualitative
‘how many or how much’
Large numbers of people
Surveys, questionnaires
‘why or how’
Smaller numbers of people
In-depth interviews
Attitude Research
Market Intelligence
Media Research
Product Research

10. Attitude Research Discover how people FEEL about their products
Ex. Satisfaction surveys, opinion polls, telephone interviews, focus groups, etc.

11. Market Intelligence Concerned with the market itself:
Size
Location
Competition
Segmentation
Sales and economic forecasting
Often done before a new product launch

12. Media Research
Determine the effectiveness of various media advertising
Conducted before or after a media campaign
Ex. Nielsen Media Research Inc’s
“1985 People Meters”
“Why do you think local television ratings are important?”

13. Media Research cont… Important statistics:
Audience - # of homes/people exposed
Frequency - # of times a viewer in the audience sees or hears an ad
Reach - % of target audience that will see or hear an ad at lease once

14. Product Research Gather information about the product: Design Usage
Packaging
Acceptance by customers

15. What Type of Research Am I?
Fact and Idea Review

16. Fact and Idea Review
1. A political candidate conducts an opinion law enforcement issues prior to an election campaign.
ATTITUDE
2. Your family receives in the mail a product sample and cents off coupon for reformulated Cheer laundry detergent.
PRODUCT

17. Fact and Idea Review
3. A local radio station asks you to complete a mail-in diary on your listening habits.
MEDIA
4. A new, purple mustard is available in Toronto for a limited time.
PRODUCT
5. Sales of Ivory liquid soap are tracked for a 12 –month period.
MARKET

18. Fact and Idea Review
6. Polaris predicts that its new all-terrain vehicles will be bought by 35,000 customers.
MARKET
7. A website records the number of clicks on a banner ad
MEDIA
8. The Gallup Organization conducts a random sample survey about the impact of technology on Canadians.
ATTITUDE/MEDIA

19. Fact and Idea Review
9. McDonald’s tests pizzas in selected stores in the Midwest
PRODUCT
10. Ford Motor Company offers a $ rebate on Escorts during the month of February to increase its sales penetration of the sun-compact car market. MARKET

20. Fact and Idea Review
11. Fortune magazine has a subscriber survey with each new subscription to determine the most effective advertising message for a particular advertiser.
MEDIA
12. Marriott asks overnight guests to complete a customer satisfaction survey
ATTITUDE