Marketing chapter 8a marketing research

McGraw-Hill/Irwin

Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights


LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 8, YOU SHOULD BE ABLE TO:

LO1

Identify the reason for conducting
marketing research.

LO2

Describe the five-step marketing
research approach that leads to
marketing actions.

LO3

Explain how secondary and primary
data are used in marketing.

8-2


LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 8, YOU SHOULD BE ABLE TO:

LO4

LO5

Discuss the uses of observations,
questionnaires, panels, and
experiments.
Explain how information technology
and data mining link massive amounts
of marketing information to meaningful
marketing actions.

8-3


TEST SCREENINGS: LISTENING TO
CONSUMERS TO REDUCE MOVIE RISKS

8-4


TEST SCREENINGS: LISTENING TO
CONSUMERS TO REDUCE MOVIE RISKS


What’s in a Movie
Name?



The Risks in Today’s

Blockbuster Movies



Using Marketing
Research to Reduce
Movie Risk
• Test Screenings
• Tracking Studies
8-5


FIGURE 8-1 Marketing research questions
asked in test screenings of movies that lead
to specific actions

8-6


LO1

THE ROLE OF MARKETING RESEARCH



What is Marketing Research?



Why is Good Marketing

Research Difficult,
Especially with Kids?



Five-Step Marketing Research
Approach to Making Better
Decisions
8-7


THE ROLE OF
MARKETING RESEARCH
• What is Marketing Research?
– The process of defining a marketing
problem and opportunity, systematically
collecting and analyzing information, and
recommending actions
– The goal of marketing research is identify
and define both marketing problems and
opportunities and to generate and improve
marketing actions

Slide 8-8


THE ROLE OF
MARKETING RESEARCH
• Why Good Marketing Research is
Difficult

– Marketing researchers face difficulties in asking
consumers questions about new, unknown, or
personal-type products
• Do consumers really know whether they are
likely to buy a product that they probably have
never thought of before?
• Even if consumers know the answer, will they
reveal it?
• Will consumers’ actual purchase behavior be
the same as their stated interest or intentions?
Slide 8-8


THE ROLE OF
MARKETING RESEARCH
• Why Good Marketing Research is
Difficult (cont.)
– Task of marketing research is to overcome
these difficulties and to obtain the
information needed to make reasonable
estimates about what consumers will or will
not buy

Slide 8-8


THE ROLE OF
MARKETING RESEARCH

• Five-Step Marketing Research

Approach to Make Better Decisions
– A decision is a conscious choice from among two
or more alternatives
– Marketers try to improve outcomes of decisions by
using more formal, structured approaches to
decision making – the act of consciously choosing
from alternatives

Slide 8-8


THE ROLE OF
MARKETING RESEARCH
•

Five-Step Marketing Research
Approach to Make Better Decisions
1. Define the problem carefully
2. Develop a research plan to collect the most
appropriate information to solve the problem
3. Collect relevant data
4. Develop a report to management that converts
the data into findings and recommendations
5. Take marketing actions

Slide 8-8


FIGURE 8-2 Five-step marketing research
approach leading to marketing actions with

lessons learned from past research

8-13


STEP 1: DEFINE THE PROBLEM
• Set the Research Objectives
 Objectives
 Three Kinds of Research
•

Exploratory Research

•

Descriptive Research

•

Causal Research

• Identify Possible Marketing Actions
 Measures of Success
Slide 8-13


STEP 1: DEFINE THE PROBLEM
 Three Kinds of Research
 Exploratory Research
 Provides ideas about a relatively vague

problem

 Descriptive Research
 Tries to find the frequency that something
occurs or the extent of a relationship between
two factors

 Causal Research
 Tries to determine the extent to which the
change in one factor changes another one
Slide 8-22


Fisher-Price
How do you do marketing research with kids?

Slide 8-9


Fisher-Price
How do you discover “hot toys” and
why are good forecasts important?

Slide 8-15


STEP 1: DEFINE THE PROBLEM

• Identify Possible Marketing Actions

Measures of Success

Slide 8-13


LO2



STEP 1: DEFINE THE PROBLEM
IDENTIFY POSSIBLE MARKETING ACTIONS

Measures of Success

Measure of Success: Playtime

Possible Marketing Actions

• Children Spent More Time
Playing with Old Design

• Continue with Old Design;
Don’t Introduce New Design

• Children Spent More Time
Playing with New Design

• Introduce New Design;
Drop Old Design

8-21


LO2

STEP 2: DEVELOP
THE RESEARCH PLAN



Specify Constraints



Identify Data Needed for
Marketing Actions

8-23


LO2



STEP 2: DEVELOP THE RESEARCH PLAN
DETERMINE HOW TO COLLECT DATA

Concepts
• New-Product Concept



Methods
• Sampling
• Probability Sampling
• Nonprobability Sampling
• Statistical Inference

8-24


Sampling
●The

process of selecting survey
respondents or research participants
●If study uses sample different from target
market, results will be misleading
●The total group of people that researcher
wants to study is called the universe or
population


Sampling Techniques
● Probability

Sample is one that gives every
member of the population a chance of being
selected. Types of probability samples include
simple random samples, stratified samples, and

cluster samples.

● Non-probability

Sample is an arbitrary grouping
that does not permit the use of standard statistical
tests. Types of non-probability samples are
convenience samples and quota samples.


STEP 3: COLLECT RELEVANT
INFORMATION/DATA

LO3

Data


Secondary Data



Primary Data

8-27


FIGURE 8-3 Types of marketing information

8-28