Exploring Marketing Research William G. Zikmund Chapter 1: The Nature of Marketing Research

Marketing Research Defined Marketing research is defined as: the systematic and objective process of generating information for aid in making marketing decisions. This process includes: specifying what information is required; designing the method for collecting information; managing and implementing the collection of data; analyzing the results; and communicating the findings and their implications.

The Nature of Marketing Research Marketing research is one of the principal tools for answering questions because it: Links the consumer, customer, and public to the market through information used to identify and define marketing Links the consumer, customer, and public to the market through information used to identify and define marketing Generates, refines, and evaluates marketing actions Generates, refines, and evaluates marketing actions Monitors marketing performance Monitors marketing performance Underlines the understanding of marketing as a process Underlines the understanding of marketing as a process

INFORMATION REDUCES UNCERTAINTY I don’t know if we should enter the Australian Market. Copyright © 2000 by Harcourt, Inc. All rights reserved.

Marketing Research Types Basic Research Applied Research

Basic Research Attempts to expand the limits of knowledge Attempts to expand the limits of knowledge Not directly involved in the solution to a pragmatic problem Not directly involved in the solution to a pragmatic problem

Basic Research Example Do consumers experience cognitive dissonance in low-involvement situations? Do consumers experience cognitive dissonance in low-involvement situations?

Applied Research Conducted when a decision must be made about a specific real-life problem Conducted when a decision must be made about a specific real-life problem

Applied Research Example Should McDonalds add Italian pasta dinners to its menu? Should McDonalds add Italian pasta dinners to its menu? Marketing research told McDonald ’ s it should not? Marketing research told McDonald ’ s it should not? Should McDonald ’ s add a “ Whopper Stopper ” burger to its menu? Should McDonald ’ s add a “ Whopper Stopper ” burger to its menu? The MBX is now being researched. The MBX is now being researched.

Scientific Method The analysis and interpretation of empirical evidence (facts from observation or experimentation) to confirm or disprove prior conceptions The analysis and interpretation of empirical evidence (facts from observation or experimentation) to confirm or disprove prior conceptions

Stages in Developing and Implementing a Marketing Strategy Identifying and evaluating opportunities Identifying and evaluating opportunities Analyzing market segments and selecting target markets Analyzing market segments and selecting target markets Planning and implementing a marketing mix Planning and implementing a marketing mix Analyzing market performance Analyzing market performance

Identifying and Evaluating Opportunities Examples: Mattel Toys investigates desires for play experiences Mattel Toys investigates desires for play experiences Home cooking is on the decline. Purchase of precooked home replacement meals is on the rise Home cooking is on the decline. Purchase of precooked home replacement meals is on the rise Number of investors trading stock on the Internet is growing Number of investors trading stock on the Internet is growing

Analyze Market Segments and Select Target Markets Examples: Cadillac investigates buyers ’ demographic characteristics Cadillac investigates buyers ’ demographic characteristics MTV, monitoring demographic trends, learns the Hispanic audience is growing rapidly MTV, monitoring demographic trends, learns the Hispanic audience is growing rapidly Sears learns women, age with average household income of $38,000, are core customers. Targets this market with “ softer side of Sears. ” Sears learns women, age with average household income of $38,000, are core customers. Targets this market with “ softer side of Sears. ”

Plan and Implement a Marketing Mix Price: Safeway does a competitive pricing analysis Price: Safeway does a competitive pricing analysis Distribution: Caterpillar Tractor Co. investigates dealer service program Distribution: Caterpillar Tractor Co. investigates dealer service program Product: Oreo conducts taste test, Oreo cookie vs. Chips Ahoy Product: Oreo conducts taste test, Oreo cookie vs. Chips Ahoy Promotion: How many consumers like “ Always Coca Cola! ” slogan? Promotion: How many consumers like “ Always Coca Cola! ” slogan?

Analyze Marketing Performance This year ’ s market share is compared to last year ’ s. This year ’ s market share is compared to last year ’ s. Did brand image change after new advertising? Did brand image change after new advertising?

Performance-Monitoring Research Research that regularly provides feedback for evaluation and control Research that regularly provides feedback for evaluation and control Indicates things are or are not going as planned Indicates things are or are not going as planned Research may be required to explain why something “ went wrong ” Research may be required to explain why something “ went wrong ”

Determining When to Conduct Marketing Research Time Constraints Availability of Data Nature of the Decision Benefits versus Costs

Determining When to Conduct Marketing Research Is sufficient time available ? Information already on hand inadequate? Is the decision of strategic or tactical importance? Does the information value exceed the research cost? Conduct Marketing Research Do Not Conduct Marketing Research Time ConstraintsAvailability of DataNature of the DecisionBenefits vs. Costs Yes No

Potential value of a marketing research effort should exceed its estimated costs Value Decreased Uncertainty Increased Likelihood of a Correct Decision Improved Marketing Performance and Resulting Higher Profits Costs Research Expenditures Delay of Marketing Decision and Possible Disclosure of Information to Rivals Possible Erroneous Research Results

Global Research Marketing Research is increasingly global Marketing Research is increasingly global Market knowledge is essential Market knowledge is essential A.C. Nielsen - more than 60% international business A.C. Nielsen - more than 60% international business

Global Marketing Research General information about country - economic conditions and political climate General information about country - economic conditions and political climate Cultural and consumer factors Cultural and consumer factors Market and competitive conditions - demand estimation Market and competitive conditions - demand estimation