1. Chapter 8 Marketing Research and Sales Forecasting
Principles of
Contemporary Marketing
Kurtz & Boone
Chapter 8 Marketing Research and Sales Forecasting

2. Chapter Objectives
Describe the development of the marketing research function and its major activities.
Explain the steps in the marketing research process.
Distinguish between primary and secondary data and identify the sources of each type.
Explain the different sampling techniques used by marketing researchers.
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3. Chapter Objectives
Identify the methods by which marketing researchers collect primary data.
Explain the challenges of conducting marketing research in global markets.
Outline the most important uses of computer technology in marketing research.
Identify the major types of forecasting methods.
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4. Development of the Marketing Research Function
Advertising pioneer N. W. Ayer conducted the first organized marketing research project in 1879
Charles C. Parlin organized the nation’s first commercial research department at Curtis Publishing
Research methods grew more sophisticated in the 1930s with better sampling techniques and greater accuracy
Computer technology has significantly advanced market research
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5. Who Conducts Marketing Research?
Syndicated services - Organization that provides standardized data on a periodic basis to its subscribers
Full-service research suppliers - Marketing research organization that offers all aspects of the marketing research process
Limited-service research suppliers - Firm that specializes in a limited number of activities, such as conducting field interviews or performing data processing
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7. Secondary Data Collection
Secondary data comes from many sources and can be internal data or external data
Government data
Nation’s most important source of marketing data
The U.S. Census of Population contains a wealth of valuable information for marketers
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8. Private Data Variety of sources: Trade associations
Business and trade magazines
Electronic systems
Radio-frequency identification technology
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9. Sampling Techniques
Sampling - Process of selecting survey respondents or research participants
Population or universe - Total group of people a researcher wants to study
Probability sample - Sample that gives every member of the population a chance of being selected
Simple random sample - Every member of relevant group has an equal opportunity to be sampled
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10. Sampling Techniques
Stratified sample - Randomly selected subsamples of different groups are represented in the total sample
Cluster sample - Researchers select subgroups from which they sample
Nonprobability sample - Sample that involves personal judgment in the selection process
Convenience sample - An accidental sample
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12. Conducting International Marketing Research
Follow same basic steps as for domestic marketing research
Researchers must be aware of cultural and legal environments
May have to adapt research methods to local conditions
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13. Interpretative Research
Researcher spends time studying the culture, called ethnographic research
Focus is on understanding the meaning of the product or consumption experience in the consumer’s life
Captures what consumers actually do, not just what they say they do
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14. Marketing Information Systems (MIS)
A planned, computer-based system designed to provide decision makers with a continuous flow of information relevant to their areas of responsibility
Well-constructed MIS is the company’s nerve center because it continually monitors marketing environment and provides instantaneous information
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15. Marketing Decision Support Systems (MDSSs)
Marketing information system component that links a decision maker with relevant databases and analysis tools
Develops raw data into information useful for decision making
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16. Data Mining
The process of searching through computerized data files to detect patterns
Focuses on identifying relationships that are not obvious to marketers
Efficient way to sort through huge amounts of data and make sense of it
Example: Strategic Vision conducted a data-mining study of car sales to link motivation to purchase
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17. Business Intelligence
Process of gathering information and analyzing it to improve business strategy, tactics, and daily operations
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18. Competitive Intelligence
A form of business intelligence that focuses on finding information about competitors using published sources, interviews, observations by salespeople and suppliers in the industry, and other sources
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19. Sales Forecasting
Estimate of a firm’s revenue for a specified time period
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