2. Marketing Information, Research, and Understanding the Target Market
Chapter Two
Marketing Information, Research, and Understanding the Target Market
Key Words/ Outline
Marketing research, Primary data, Secondary data, Observational research, Survey research, Experimental research, Mathematical modeling, Cardinal rule, Qualitative research, Quantities research, Test marketing
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McGraw-Hill/Irwin
Marketing Management, 8e

3. Role of Market Research
Market research aids decision making but does not substitute for it they MMs should use their knowledge and experienc
Often, research reports become the final answer to problems

4. Role of Market Research

5. Marketing Research Process
Purpose of the research: Mangers & Researchers should agree on: current situation involving problem to be researched, Nature of problem and specific questions the research is designed
Plan of research :The nature of research to be conducted includes an explanations of such thing as sample ,data collection types design measures and analysis techniques.
Performance of the research :preparing for the data collection and it depend on the types of research.
Processing of research data: preparation for the data analysis
Preparation of the research report: Conclusions & Recommendation

6. Plan of the Research
Three critical issues that influence research plan
Whether primary or secondary data are needed
Whether qualitative or quantitative data are needed
Whether the company would conduct its own research or contract with a marketing research specialist

7. Research Plan Basics Primary versus Secondary data
Primary data: Data collected for the specific problem under investigation
Secondary data: Previously collected data which could be used for the problem in hand

8. Research Plan Basics Qualitative vs. Quantitative Data
Qualitative: Face-to-face interviews like focus groups, and long interviews, without mathematical concern
Quantitative: Systematic procedures to obtain data like observational research, surveys, experiments (testing Prices between two stores)and mathematical modeling

9. Conducting Research
A cardinal rule of collecting data: Obtain and record the maximal amount of useful data, subject to the constraints of time, money and respondent privacy
Processing research data includes preparation of data for analysis and analysis

10. Conducting Research
Assess research results by identifying relationships among variables or differences between groups
Prepare the research report by making it clear and unambiguous, with strategic recommendations

11. Research Limitations
Test market areas do not represent the full marketplace
Sample size and design have been formulated incorrectly because of budget constraints
Pretest measurements of competitive brand sales have been not made or made inaccurately
Test stores do not give complete support for the study prices not constant last period

12. Research Limitations
Test market products are offered at unprofitable levels
Researchers ignore factors that influence sales seasons ,whether ,competitive retaliation.
The test marketing is too short to determine whether the customer repurchase the product

13. Ethical Responsibilities
Responsibility to respondents
Preserving respondent anonymity
Avoiding mental stress for respondents
Avoiding questions detrimental to respondents
Avoiding use of dangerous equipment or techniques
Avoiding deception of respondents
Avoiding coercion of respondents

14. Ethical Responsibilities
Responsibility to clients
Providing confidentiality
Providing technical integrity efficient studies
Providing administrative integrity fair price for work
Providing guidance on research usage correct finding

15. Ethical Responsibilities
Responsibility to employees
Creating ethical work environment
Avoiding opportunities for unethical behavior

16. Marketing Information Systems (MIS)
Database management software: For sorting and retrieving data
Model base management software: For manipulating data
Dialog system: Allows for exploration of data and produces information for decision making

17. Quantitative Research
Table 2-1
Qualitative Research
Quantitative Research
Study Purpose
Provide insights about ideas
Exploratory research before quantitative study
Describe target market
Results for strategic marketing decisions
Types of Questions
Open-ended
Unstructured
Close-ended
Structured
Data Collection Methods
Projective techniques
Depth interviews
Focus groups
Observation
Experimentation
Questionnaires

18. Quantitative Research
Table 2-1 (continued)
Qualitative Research
Quantitative Research
Sampling Methods
Small
Nonprobability samples
Large
Probability samples
Data Analysis
Analyzed by researchers who collected data
Look for “key words”
Subjective
Coded, tabulated, and entered into database
Use of statistical methods

19. The Consumer Research Process Figure 2.1