1. SEM II : Marketing Research
1.06 Collect secondary marketing data to ensure accuracy and adequacy of information for decision making
1.10 Report findings to communicate research information to others.

2. Keys to Successful Marketing
Must understand and meet customer needs and wants
To meet customer needs, marketers must collect information

3. Why collect information from customers?
To learn which products sell best in certain locations.
Then, to make these products available in these locations where customers are most willing and able to buy them.

4. Why collect marketing information from other sources?
To find out what is happening in the external environment.
To know about the
- economy
- legal/political situations
- trends
External Collection sources:
Government agencies
Trade organizations
Consumer reports

5. The Collection Process
This collection process includes:
Intelligence generation
Monitoring the external environment
Collecting data
Coordinating the collected data
Intelligence dissemination
Sharing the data gathered
Responsiveness
Analyzing the data
Detecting an anticipating customer demand
Utilizing the information to develop effective marketing strategies

6. Information Information gathered from others can be reported in:
Final reports
Journal articles
Oral presentations

7. Determining Type of Data
Marketers can use one of three different research designs (or some combination of the three) to collect marketing data.
The research design chosen for the study should stem directly from the questions which need to be answered and how much time, money, and resources are available for the study.

8. Research Designs Exploratory research Descriptive research
Used when the problem is not well-defined
Answers questions such as, “Why are ticket sales down?”
Descriptive research
Often used to determine characteristics of the target market
Answers, “who, what, where, when, and how often” questions
Causal research
Explores the relationship between two variables
Answers questions such as, “Does increased advertising result in more ticket sales?”

9. Collecting Information
Marketing information can be collected in various ways:
Primary research
You collect it
May include surveys that can be mailed, posted on the Internet, conducted on the phone, or carried out in person by intercepting people at sporting events
Secondary research
Others have collected it
Obtaining and using data previously collected for another reason
Examining the content of written materials (e.g., financial statements, ticket sales numbers, newspaper articles, etc.)

10. Steps for Conducting Consumer Research
1. Define the focus of the research (your research objectives)
What types of information need to be gathered?
What questions need to be answered?
2. Define which type of research design will be used.
Exploratory
Used when the problem is not defined
Descriptive
Used to gather information regarding a target market
Causal
Used to demonstrate the cause and effect relationship

11. Steps for Conducting Consumer Research (continued)
3. Collect data.
Primary data
Secondary data
How to obtain feedback?
Personal observation
Focus groups
Questionnaires

12. Steps for Conducting Consumer Research (continued)
4. Determine sample.
Group of people representative of the population.
Helps make generalizations about a group of consumers.
5. Administer the survey
6. Analyze and interpret the results.

13. Steps for Conducting Consumer Research (continued)
7. Recommend solutions by creating a Marketing Report.
Report the findings from the survey.
An effective report answers specific research questions.
A marketing report should include:
Title page
Acknowledgements
Contents
Introduction
Supporting charts, tables and graphs
Review of information

14. Steps for Conducting Consumer Research Marketing Report (continued)
Data collection procedures used.
Which research methods did you use?
What types of primary & secondary data were collected?
Describe the types of questions you asked.
Provide a profile of people surveyed.
Findings
Limitations (time constraints, sampling bias, finances)
Recommendations
Conclusions
Appendix
copies of questionnaires
Interview forms
Other technical documents
Bibliography
8. Implement Solutions

15. Presenting Report Findings:
Use computer software if possible
Hold the viewers’ attentions
Include text, graphics, sound,
video
More professional
Can be shown to larger groups
Briefly describe research methods
Focus on findings
Keep the presentation simple

16. Design a Questionnaire
1. Methods of administration include:
Mail
Telephone
Websites
Personal interviews

17. Design a Questionnaire (continued)
2. Content: Think about:
Number of questions – not too lengthy
Format
Open-ended-: must answer with more than yes/no response
Closed-ended: answerable with yes/no response
Question wording
Short
Easy to understand
One question per statement
Layman’s terminology

18. Design a Questionnaire (continued)
3. Sequence
Begin with broad questions
Group similar topics together
Consider skip patterns
4. Physical characteristics
Simple to complete/accessible
Headings for each section
Easy to understand
Enough room for responses to open-ended questions