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 SalesWho buys what, when and whereBackordersEffects of marketing effortsProduct returns
4 Marketing Intelligence Method of gathering information about the marketing environmentNewspapersInternetTrade publicationsSecret shoppersFuturistsMarketers that try to predict marketing trends through contemplating different scenarios
5 Marketing ResearchCollecting, analyzing and interpreting info about customers, competitors and business environment to improve marketing effectivenessSyndicated researchCollected by a different firmfirm then sells information to other businessesCustom researchResearch conducted for a single firm to provide specific information managers need
6 Acquired DatabasesMarketing Information generated by other firms or the governmentMisuse has led to government restrictionsDo not call listOpt-in and opt-out statements on websitesData MiningSophisticated 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 problemStep 2: determine the research designStep 3: chose the method to collect primary dataStep 4: design the sampleStep 5: collect the dataStep 6: analyze and interpret the dataStep 7: prepare the research report
10 Define the Research Problem Specify the research objectivesWhat questions will the research try to answer?Identify the consumer population of interestWhat are the characteristics of the consumer groups of interest?Place the problem in an environmental contextWhat 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 dataData collected specifically for this researchSecondary dataData collected for a different research purpose but applicable to the current research questions
13 Three Types of Primary Research Exploratory (qualitative) researchInterviewsFocus groupsDescriptive (quantitative) researchCross-sectionalSingle point in timeLongitudinalRepeated measuresCausal researchCause-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 questionnairesTelephone interviewsFace-to-Face interviewsOn-line questionnairesLaboratory experimentsObservational