1. Marketing research and information
Chapter five

2. Why do marketers need to do research?

3. What Good Information does for Marketers
Helps gain a competitive edge.
Reduces the risks of marketing actions and strategy implementation.
Provides key consumer insights.
Verifies intuitions and certain types of evidence.
Measures market performance.
Improves overall organizational effectiveness.

4. Internal Data Intranet
Internal databases store information (or in some cases paper files)
Collected from different functions within the company
The challenge is to integrate and make information usable (data-mining)
Types of information that may be useful includes:
customer’s names, addresses, phone #,
past purchases, responses to previous offers
Demographic characteristics
Intranet
A company’s private decision support system that uses Internet standards and technology.

5. Types of Data Secondary Primary
Data or information that has been gathered and published by other parties.
Publications, websites, directories.
Primary
Data or information that is gathered directly. from the subjects of the research.
Interviews, focus groups, observation, surveys, experiments.
Chapter 5, page 171

6. What is marketing research?
The systematic design, collection, analysis, and reporting of data relevant to a specific situation facing an organization

7. Discussion Question
Question1 – page 134

8. Types of Marketing Research
Exploratory research: marketing research to gather preliminary information that will help define problems and suggest hypotheses
Focus group discussions, personal interviews
Gathering of secondary data
Descriptive research: marketing research to better describe marketing problems, situations, or markets
Surveys, observational studies
Causal research: marketing research to test hypotheses about cause-and-effect relationships between variables of interest.
Experiments in controlled conditions

9. Observational Research
Chapter 5, page 175
Fisher-Price set up an observation lab in which it could observe the reactions of little tots to new toys.

10. Burke Inc. Methodologies
Video
Burke Inc. Methodologies

11. The Research Process 1 2 3 4
Chapter 5, page 170

12. Research Process: Stage 1 defining the problem
Problems are Often Opportunities
Don’t Confuse Symptoms with the Real Problem
Exploratory Research
Descriptive research
Causal research
Focus group interview

13. Research Process: Stage 2 Planning the research design
Research Using Primary Data
Surveys
Observation
Experiments
Research Designs Using Secondary Data (exhibit 5.4)

14. Research Process: Stage 3 Sampling, Collecting & Analyzing data
Sampling Data
Three questions:
Who is to be sampled?
How big should the sample be?
How should the sample be selected?
Sample Selection: Probability Sample vs. nonprobability sample
Collecting Data
Pre-testing
Analyzing Data
Editing & Data analysis

15. Research Process: Stage 4 drawing conclusions and follow-up
Follow-up: get feedback!

16. Typical Problems in Wording Questions
SAMPLE QUESTION
EXPLANATION
Leading question
Ambiguous question
Unanswerable
question
Two questions
in one
Why do you like Wendy’s fresh meat hamburgers better
than those of competitors made with frozen meat?
Do you eat at fast-food restaurants regularly?
Yes No
What was the occasion for your eating your first hamburger?
Do you eat Wendy’s hamburgers and chili?
Consumer is led to make statement favoring Wendy’s hamburgers
What is meant by word regularly-once a day, once a month, or what?
Who can remember the answer? Does it matter?
How do you answer if you eat Wendy’s hamburgers but not chili?
(continued)

17. Typical Problems in Wording Questions
SAMPLE QUESTION
EXPLANATION
Non-exhaustive
question
Nonmutually
exclusive
answers
Where do you live?
At home In dormitory
What is your age?
Under 20  40 and over
What do you check if you live in an apartment?
What answer does a 40-year old check?