1. Introduction to Marketing Research
Chapter 1
Introduction to Marketing Research

2. Research Examples (p. 4-9)
Lotus - web redesign to increase web traffic
Port of Subs - defining competition; ad plan
Clinton - selling an economic package
Chrysler - the minivan project
Peapod - knowledge of users; value proposition

3. Scope (p. 9) used by all types of organizations
small vs large
manufacturers, trade, services
policy makers, non-profit organizations
employ a variety of methods

4. Nature of Marketing Research (p. 9-13)
Key Objective: Identification and Satisfaction of Customer Needs
Identification Process
Overall market
Segment into sub-markets
Evaluate attractiveness of each sub-market
Decide which sub-market to enter
Identify specific needs to be met
Identify any current gaps

5. Satisfaction Process Determine Marketing Program Implement the Program
what product to offer?
What to charge as price?
How to promote the product?
What distribution network to use?
Implement the Program
Evaluate implementation and take corrective actions

6. Role of Marketing Research
Provide information to managers at each step of the process
Reduce uncertainty of decision making
Process is complicated by the following factors:
globalization of markets
increased intensity of competition
consumer sophistication

7. Definition of Marketing Research (p. 11-12)
The systematic and objective process of identifying, collection, analysis, analysis, dissemination and use of information for the purpose of assisting management in decision making related to the identification and solution of problems and opportunities in marketing.

8. The American Marketing Association Redefines Marketing Research
RIP 1.1 --
used to identify and define market opportunities and problems
The New Definition
Marketing research is the function which links the consumer, customer, and public to the marketer through
generate, refine, and evaluate marketing performance
monitor marketing performance
Information
improve understanding of marketing as a process 12

9. Management Information Systems Versus Decision Support Systems
Fig 1.3 --
DSS
MIS
Unstructured Problems
Use of Models
User Friendly Interaction
Adaptability
Can Improve Decision Making by Using “What if” Analysis
Structured Problems
Use of Reports
Rigid Structure
Information Displaying Restricted
Can Improve Decision Making by Clarifying Data
problems 5

10. MIS (p. 14)
a formalized set of procedures for generating, analyzing, storing, and distributing information to marketing decision makers on an ongoing basis
based on decision-makers’ needs
periodic dissemination of reports
user removed from processor
inflexible, not timely, not in right form

11. DSS (p )
an information system which enables decision makers to interact directly with both databases and analysis models
individualized and in real time
adaptable to current requirements of user
user-friendly

12. Marketing Research Supplier and Services
EXTERNAL
INTERNAL
RESARCH
SUPPLIERS
LIMITED SERVICE
FULL SERVICE
Branded
Products
and Services
Field
Services
Syndicate
Services
Internet
Services
Coding and
Data Entry
Services
Standardized
Texts
Customized
Services
Data
Analysis
Services
Analytical
Services

13. Research Suppliers (p. 17)
full service vs limited service
full service suppliers
syndicated services
standardized services
customized services
Internet services

14. Limited Service Suppliers (p. 19)
Field services
Coding and data entry
Analytical services
Data analysis
Branded marketing research

15. Process (p. 24-25): Step 1--Problem Definition
specify the domain of the study
managerial and research questions
variety of exploratory techniques
discussion with decision makers
interviews with industry experts
analysis of secondary data
qualitative customer research

16. Step 2: Research Design project framework
details the procedures that will be used for obtaining the required information
methods for collecting data
specification of target population
sampling details
questionnaire design
analytical procedures

17. Step 3: Field Work selection, training, supervision of the field force
collect the data

18. Step 4: Data Preparation and Analysis
Editing - inspection of questionnaire for accuracy of data
Coding - translating responses into numbers
Transcription - entering data into the computer
Verification - check for the accuracy of transcription
Tabulating - preliminary analysis of data
Analysis - to address the managerial question

19. Step 5: Report Preparation and Presentation
written and oral form
executive summary
avoid technical discussion in the body
use graphics