1. Principles of Marketing - UNBSJ
BA 2303
Principles of Marketing - UNBSJ
Marketing Research: From Information to Action
Instructor – Terry Conrod

2. Learning Objectives BA 2303 Know what marketing research is.
Explain the different types of marketing research.
Understand the stages in the marketing research process.
Explain the use of secondary data, surveys, experiments, and observation in marketing research.
Explain how a marketing information system can trigger marketing actions.

3. From Information to Action
BA 2303
Marketing Research:
From Information to Action
The Internet is reinventing marketing research
Lower Cost
Engaging
More creative

4. WHAT IS MARKETING RESEARCH?
BA 2303
WHAT IS MARKETING RESEARCH?
What Marketing Research Is and Does

5. TYPES OF MARKETING RESEARCH
BA 2303
TYPES OF MARKETING RESEARCH
Exploratory Research
Descriptive Research
Causal Research

6. What is marketing research?
BA 2303
Concept Check
What is marketing research?
Answer:
Marketing research is the process of defining a marketing problem or opportunity, systematically collecting and analysing information, and recommending actions to improve an organization's marketing activities.

7. BA 2303
Concept Check
What is the difference between exploratory, descriptive, and causal research?
Answer: Exploratory research is done with the expectation that more conclusive research will be conducted later. Its initial purpose is to provide the researcher with a better understanding of the problem dimensions. Unlike exploratory research, descriptive research provides the researcher with a general understanding of the marketing problem and seeks conclusive data to answer questions necessary to determine a particular course of action. Exploratory and descriptive research would usually precede casual research. Causal research is used to identify cause-and-effect relationship among variables.

8. THE MARKETING RESEARCH PROCESS
BA 2303
THE MARKETING RESEARCH PROCESS
Scientific Method
Reliability
Validity

9. The basic marketing research process

10. What are reliability and validity?
BA 2303
Concept Check
What are reliability and validity?
Answer:
Reliability is the ability to replicate research results under identical environmental conditions. Validity involves the notion of whether the research measured what was originally intended.

11. What are the four basic stages in the marketing research process?
Concept Check
What are the four basic stages in the marketing research process?
Answer:
The four basic stages in the marketing research process is: (1) Problem recognition, (2) Formal research design, (3) Data collection and analysis, and (4) Conclusions and report.

12. BA 2303
PROBLEM DEFINITION
Define the scope and nature of the marketing problem
“a problem well defined is a problem half-solved.”
Exploratory Research
Secondary Data
Primary Data
Focus Groups
Depth Interviews

13. Sources of secondary data
BA 2303

14. What are secondary data?
BA 2303
Concept Check
What are secondary data?
Answer:
Secondary data, also called historical data, are data previously collected and assembled for some project other than the one at hand.

15. Concept Check What are focus groups? Answer:
BA 2303
Concept Check
What are focus groups?
Answer:
Focus groups are informal interview sessions in which 6 to 10 persons relevant to the research project are brought together in a room with a moderator to discuss topics surrounding the marketing research problem.

16. FORMAL RESEARCH DESIGN
BA 2303
FORMAL RESEARCH DESIGN
Survey
Experiment
Observation
Ethnographic Research

17. Comparing mail, telephone, personal, and online surveys
BA 2303
Comparing mail, telephone, personal, and online surveys

18. Typical problems in wording questions
BA 2303
Typical problems in wording questions

19. Sample questions from restaurant survey
BA 2303
Sample questions from restaurant survey

20. FORMAL RESEARCH DESIGN
BA 2303
FORMAL RESEARCH DESIGN
Is There an Optimal Research Design? no
Sampling
Probability sampling
Non-probability sampling

21. Concept Check What is a survey? Answer:
BA 2303
Concept Check
What is a survey?
Answer:
A survey is a research technique used to generate data by asking people questions and recording their responses on a questionnaire.

22. BA 2303
Concept Check
Which research method offers the potential for establishing cause-and-effect relationship?
Answer:
Marketing experiments offer the potential for establishing cause-and-effect relationships (causal research).

23. Concept Check What is sampling? Answer:
BA 2303
Concept Check
What is sampling?
Answer:
Sampling is the process of gathering data from a subset of the total population rather than from all members (census) of that particular population. A sample is a subset from a larger population.

24. DATA COLLECTION AND ANALYSIS
BA 2303
DATA COLLECTION AND ANALYSIS
Once the research design has been formalized, the process of gathering or collecting data begins.

25. CONCLUSIONS AND REPORT
BA 2303
CONCLUSIONS AND REPORT
Interpret the information and make conclusions with regard to managerial decision making.
The report should highlight the important results and conclusions.

26. ETHICAL ISSUES IN THE MARKETING RESEARCH PROCESS
BA 2303
ETHICAL ISSUES IN THE MARKETING RESEARCH PROCESS
Professional marketing researchers must make ethical decisions regarding the collecting, using, and reporting of research data.

27. USING INFORMATION TECHNOLOGY TO TRIGGER MARKETING ACTIONS
BA 2303
USING INFORMATION TECHNOLOGY TO TRIGGER MARKETING ACTIONS
The Marketing Manager’s View of Sales Drivers
Marketing Information System

28. Product and brand drivers: factors that influence sales
BA 2303

29. USING INFORMATION TECHNOLOGY TO TRIGGER MARKETING ACTIONS
BA 2303
USING INFORMATION TECHNOLOGY TO TRIGGER MARKETING ACTIONS
Key Elements of a Marketing Information System
Data warehouse
Sensitivity analysis

30. BA 2303
How marketing researchers and managers use information technology to turn information into action.

31. USING INFORMATION TECHNOLOGY TO TRIGGER MARKETING ACTIONS
BA 2303
USING INFORMATION TECHNOLOGY TO TRIGGER MARKETING ACTIONS
Data Mining: A New Approach to Searching the Data Ocean
Data mining

32. BA 2303
Concept Check
What does a marketing manager mean when she talks about a sales “driver”?
Answer:
Many sales factors or "drivers" may influence the buying decisions of a household or organization and ultimately, its sales. These drivers include both the controllable marketing mix factors, like product and distribution, and uncontrollable factors like competition and the changing tastes of households or organizational buyers.

33. How does data mining differ from traditional marketing research?
BA 2303
Concept Check
How does data mining differ from traditional marketing research?
Answer:
Traditional marketing research typically involves developing a hypothesis about a driver and then collecting data. In contrast, data mining is the extraction of hidden predictive information from large databases.

34. BA 2303
Marketing Research
Marketing research is the process of defining a marketing problem and opportunity, systematically collecting and analysing information, and recommending actions to improve an organization’s marketing activities.

35. BA 2303
Probability Sampling
Probability sampling involves using precise rules to select the sample such that each element of the population has a specific known chance of being selected.

36. Non-probability Sampling
In non-probability sampling researchers do not know the chances of selecting a particular element.

37. BA 2303
Primary Data
Primary data are facts and figures that are newly collected for the project at hand.

38. BA 2303
Data Mining
Data mining is the extraction of hidden predictive information from large databases.

39. BA 2303
Depth Interviews
A detailed, individual interview with a person relevant to the research project.

40. BA 2303
Focus Groups
An informal session of 6 to 10 past, present, or prospective customers, in which a discussion leader, or moderator, asks their opinions about the firm’s and its competitors’ products.

41. BA 2303
Survey
A research technique used to generate data by asking people questions and recording their responses on a questionnaire.

42. Ethnographic Research
BA 2303
Ethnographic Research
Observational approach to discover subtle emotional reactions as consumers encounter products in their “natural use environment.”

43. BA 2303
Experiment
Obtaining data by manipulating factors under tightly controlled conditions to test cause and effect.

44. BA 2303
Secondary Data
Facts and figures that have been recorded before the project at hand.

45. BA 2303
Observation
Watching, either mechanically or in person, how people behave.

46. BA 2303
Sampling
The process of selecting subsets from a population.