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Marketing Research – Collecting Data

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Presentation on theme: "Marketing Research – Collecting Data"— Presentation transcript:

1 Marketing Research – Collecting Data
Brian Gillespie

2 Marketing Information Systems
Determines what information marketing managers need, then gathers, sorts, analyzes, stores, and distributes information to system users

3 Internal Company Data Information generated from within the company
Sales Who buys what, when and where Backorders Effects of marketing efforts Product returns

4 Marketing Intelligence
Method of gathering information about the marketing environment Newspapers Internet Trade publications Secret shoppers Futurists Marketers that try to predict marketing trends through contemplating different scenarios

5 Marketing Research Collecting, analyzing and interpreting info about customers, competitors and business environment to improve marketing effectiveness Syndicated research Collected by a different firm firm then sells information to other businesses Custom research Research conducted for a single firm to provide specific information managers need

6 Acquired Databases Marketing Information generated by other firms or the government Misuse has led to government restrictions Do not call list Opt-in and opt-out statements on websites Data Mining Sophisticated analysis techniques that take advantage of large amount of customer transaction information, and discover patterns for different customer groups

7 Marketing Decision Support System
Data plus analysis and interactive software allow marketing managers to access MIS data and conduct analyses

8 MIS vs. MDSS MIS MDSS What were our sales last month?
Is increase in sales due to our new advertising campaign or an increase in sales across the industry?

9 Marketing Research Process
Step 1: define the research problem Step 2: determine the research design Step 3: chose the method to collect primary data Step 4: design the sample Step 5: collect the data Step 6: analyze and interpret the data Step 7: prepare the research report

10 Define the Research Problem
Specify the research objectives What questions will the research try to answer? Identify the consumer population of interest What are the characteristics of the consumer groups of interest? Place the problem in an environmental context What factors in the firm’s internal and external business environment might influence the situation?

11 Determine the Research Design
What information will you collect? What type of research design will you use? Primary data Data collected specifically for this research Secondary data Data collected for a different research purpose but applicable to the current research questions

12 Primary and Secondary Data

13 Three Types of Primary Research
Exploratory (qualitative) research Interviews Focus groups Descriptive (quantitative) research Cross-sectional Single point in time Longitudinal Repeated measures Causal research Cause-and-effect

14 Choose the Method to Collect Primary Data
For a list of advantages and disadvantages, see chapter 3, table 3 in the book. Mail questionnaires Telephone interviews Face-to-Face interviews On-line questionnaires Laboratory experiments Observational

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