Principles of marketing MKTG 8e joe hair carl mcdaniel chapter 09

Marketing
Research

Chapter 9
Lamb, Hair, McDaniel
2014-2015

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1

Define marketing research and explain
its importance to marketing decision
making

2

Describe the steps involved in
conducting a marketing research
project

3

Discuss the profound impact of the
Internet on marketing research
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2

4

Discuss the growing importance of scannerbased research

5

Explain when marketing research should be
conducted

6

Explain the concept of competitive
intelligence

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The Role of
Marketing Research

Define marketing research
and explain its importance
to marketing decision
making

4

1

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The Role of
Marketing Research
Marketing research is the process of
planning, collecting, and analyzing
data relevant to a marketing
decision.

1
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The Role of
Marketing Research
Descriptive

Gathering and presenting
factual statements

Diagnostic

Explaining data

Predictive

Addressing “what if”

questions

1
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Management Uses of
Marketing Research
Marketing research can help
managers in several ways:
•It improves the quality of decision making
•It helps managers trace problems
•It can help managers serve their
customers accurately and efficiently
•It helps managers gauge the perceived
value of their goods and services, as well
as the level of customer satisfaction
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Management Uses of Marketing Research
 Improve the quality of decision
making
 Trace problems
 Focus on keeping existing customers

 Understand the marketplace
 Alert them to marketplace
trends
 Gauge the value of goods
and services, and the level
of customer satisfaction
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Steps in a Marketing
Research Project

Describe the
steps involved
in conducting
a marketing
research project

9

2
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1

Exhibit 9.1

Define

Define
Problem
Problem

The Marketing Research
Process

2

Plan
PlanDesign/
Design/
Primary
Primary Data
Data

3 Specify
Specify

Sampling
Sampling
Procedure
Procedure

5 Analyze
Analyze
6 Prepare/
Prepare/
7
Follow

FollowUp
Up

4

Collect
Collect
Data
Data

Data
Data

Present
Present
Report
Report

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The Marketing Research
Project
Marketing
Marketing
Research
Research
Problem

Problem

Determining
Determiningwhat
whatinformation
informationisisneeded
needed
and
andhow
howthat
thatinformation
informationcan
canbe
be
obtained
obtainedefficiently
efficientlyand
andeffectively.
effectively.

Marketing
Marketing
Research
Research
Objective
Objective

The
Thespecific
specificinformation

informationneeded
neededtotosolve
solve
aamarketing
research
problem;
the
marketing research problem; the
objective
objectiveshould
shouldbe
betotoprovide
provideinsightful
insightful
decision-making
information.
decision-making information.

Management
Management
Decision
Decision
Problem
Problem

AAbroad-based
broad-basedproblem
problemthat
thatuses
uses

marketing
marketingresearch
researchininorder
orderfor
for
managers
to
take
proper
actions.
managers to take proper actions.

2
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Sources of
Secondary Data
Internal
InternalCorporate
CorporateInformation
Information
Government
Government Agencies
Agencies
Trade
Tradeand
andIndustry

IndustryAssociations
Associations
Business
BusinessPeriodicals
Periodicals
News
News Media
Media
2
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Advantages of
Secondary Data
 Saves time and money if on
target
 Aids in determining direction for
primary data collection
 Pinpoints the kinds of people to
approach
 Serves as a basis of comparison
for other data
2
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Disadvantages of
Secondary Data
 May not give adequate
detailed information
 May not be on target with
the research problem
 Quality and accuracy of data
may pose a problem
2
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The New Age of Secondary
Information: The Internet
The rapid development of the
Internet has eliminated much of
the drudgery associated with the
collection of secondary data.

2
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Planning the Research Design
Which research
questions

must be answered?

?

How and when
will data be
gathered?

How will
the data
be analyzed?
2
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Primary Data
Information collected for the first time.
Used for solving the particular problem under
investigation.

Advantages:
Answers a specific research question
Data are current
Source of data is known
Secrecy can be maintained

2
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Disadvantages of
Primary Data
 Primary data can be very
expensive.
 Disadvantages are usually offset
by the advantages of primary
data.

2
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Survey Research
The most popular technique for
gathering primary data, in which
a researcher interacts with
people to obtain facts, opinions,
and attitudes.

2
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Forms of Survey Research
In-Home
In-Home Interviews
Interviews
Mall
Mall Intercept
Intercept Interviews
Interviews
Telephone
Telephone Interviews
Interviews
Mail
Mail Surveys
Surveys
Executive
Executive Interviews
Interviews
2

Focus
Focus Groups
Groups
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Questionnaire Design
Open-Ended
Open-Ended

Question
Question

An
An interview
interview question
question that
that
encourages
encourages an
an answer
answer phrased
phrased in
in
the
the respondent’s
respondent’s own
own words.
words.

An
An interview
interview question
question that
that asks
asks
Closed-Ended
Closed-Ended the respondent to make a selection
the respondent to make a selection
Question

Question
from
from aa limited
limited list
list of
of responses.
responses.

ScaledScaledResponse
Response
Question
Question

AA closed-ended
closed-ended question
question
designed
designed to
to measure
measure the
the intensity
intensity
of
of aa respondent’s
respondent’s answer.
answer.

2
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Questionnaire Design
Clear
Clear and
and concise
concise
No
No ambiguous
ambiguous language
language
Avoid
Avoid leading
leading questions
questions
Avoid
Avoid two
two questions
questions in
in one
one

2
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Observation Research

2
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Exhibit 9.4
Observational Situations
Situation

Example

People watching people

Observers stationed in supermarkets
watch consumers select frozen
Mexican dinners; the purpose is to
see how much comparison shopping
people do at the point of purchase.

People watching phenomena

Observer stationed at an intersection
counts traffic moving in various
directions.

Machines watching people

Movie or videotape cameras record

behavior as in the people-watchingpeople example above.

Machines watching phenomena

Traffic counting machines monitor
traffic flow.

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Observational Research
Mystery
Mystery
Shoppers
Shoppers

Researchers
Researchersposing
posingas
ascustomers
customers
who
whogather
gatherobservational
observationaldata
dataabout
about
aastore.

store.

Behavioral
Behavioral
Targeting
Targeting
(BT)
(BT)

AAform
formof
ofobservation
observationmarketing
marketing
research
researchthat
thatuses
usesdata
datamining
mining
coupled
with
identifying
Web
coupled with identifying Websurfers
surfers
by
bythe
theIP
IPaddresses.

addresses.

2
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