Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix Slides prepared by Joe Rosagrata Gathering Marketing Information Chapter 3

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix Slides prepared by Joe Rosagrata Managing marketing information  Effectively managed information is the key to successful, strategic market planning.  All organisations need information about the market and the marketing environment in order to gain insights and make better decisions. 3-1

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix Slides prepared by Joe Rosagrata Marketing research  Marketing research consists of all the activities that enable an organisation to obtain the information it needs to make decisions about the environment, its marketing mix, and its present and potential customers. 3-2

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix Slides prepared by Joe Rosagrata The scope of marketing research  Syndicated research services—reports produced and sold by research firms e.g. ABS or ACNielsens.  Marketing information systems—the firm’s internal system for providing continuous, scheduled and standardised marketing information. 3-3

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix Slides prepared by Joe Rosagrata The scope of marketing research (cont.)  Decision support systems—computer based systems that enable marketers to quickly answer specific research questions.  Databases—data is organised, stored and updated in a computer database. 3-4

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix Slides prepared by Joe Rosagrata Advantages of databases  They can isolate groups of customers by specific characteristics:  Demographics  Psychographics (lifestyle analysis)  Purchase history  Inventory and stock control e.g. supermarket scanners. 3-5

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix Slides prepared by Joe Rosagrata Define the objective/problem Conduct situation analysis Conduct informal investigation Analyse data and report results Conduct follow-up Further study needed? End project and report results No Yes Plan and conduct formal investigation Research process 3-6

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix Slides prepared by Joe Rosagrata Primary data is gathered using  Surveys  Personal interviews  Telephone surveys  Mail surveys  Observation  Personal  Mechanical  Experiments  Laboratory  Field 3-7

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix Slides prepared by Joe Rosagrata Quantitative and qualitative  Research can be:  Quantitative—this is where quantifiable information is gathered by asking many people specially structured questions.  Typical answers are either ‘Yes’ or ‘No’ or numerical (closed-ended questioning). 3-8

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix Slides prepared by Joe Rosagrata Quantitative and qualitative (cont.)  Qualitative—this is where a question is asking for an in-depth answer (open- ended questioning). The objective of the survey is to collect more insightful or complex information. 3-9

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix Slides prepared by Joe Rosagrata Questionnaire design  The right questions are the key: issues to consider in questionnaire design. Question selection Question form Question wording Question sequencing Closed-ended Open-ended 3-10

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix Slides prepared by Joe Rosagrata The sample  The marketer should choose a sample that will provide the most accurate information for the problem.  Basic types of sampling:  Random  Probability  Convenience 3-11

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix Slides prepared by Joe Rosagrata Collecting the data  People (data-gatherers) collect information in the field.  Should avoid bias error.  Should avoid asking their own version of the question.  Should avoid written response cheating (fake answer supplied by the interviewer). 3-12

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix Slides prepared by Joe Rosagrata Analyse data and report results  Analysis and interpretation are the key elements to a good research report.  The end-product of the investigation is the researcher’s conclusion and recommendations.  The report should contain: Methodology Findings Recommendations Synopsis 3-13

Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix Slides prepared by Joe Rosagrata The follow-up  Follow-up is done to determine if the findings from the report are being implemented and if they are successful. 3-14