1. SEM II : Marketing Research
1.06 Collect secondary marketing data to ensure accuracy and adequacy of information for decision making

2. 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.

3. 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

4. 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.)

5. 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?”

6. 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

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

8. 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.

9. 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

10. 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