Lecture Marketing (12/e): Chapter 8 – Kerin, Hartley, Rudelius

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

LO 8-1

Identify the reason for conducting
marketing research.

LO 8-2

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

LO 8-3

Explain how marketing uses secondary
and primary data.

8­2


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

LO 8-4

Discuss the uses of observations,

questionnaires, panels, experiments,
and newer data collection methods.

LO 8-5

Explain how information technology
and data mining lead to marketing
actions.

LO 8-6

Describe three approaches to
developing a company’s sales forecast.
8­3


REDUCING THE RISK OF A MOVIE’S FAILURE WITH
TEST SCREENINGS AND TRACKING STUDIES


What’s in a
Movie Name?



The Risks of Today’s
(and Tomorrow’s)
Blockbuster Movies
• Conduct Test
Screenings

• Use Tracking
Studies
8­4


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

8­5


REDUCING THE RISK OF A MOVIE’S FAILURE WITH
TEST SCREENINGS AND TRACKING STUDIES



Converting
Marketing Research
Results into Actions

8­6


LO 8-1

THE ROLE OF MARKETING RESEARCH



What is Marketing Research?



The Challenges in Doing
Good Marketing Research



Five-Step Marketing Research Approach
• Decision

• Decision Making
8­7


FIGURE 8-1 Five-step marketing research
approach leading to marketing actions

8­8


LO 8-2

STEP 1: DEFINE THE PROBLEM
SET THE RESEARCH OBJECTIVES



Be Specific, Measurable,

and Achievable



Have a Clear
Research Purpose



Must Lead to
Marketing Actions
8­9


LO 8-2

STEP 1: DEFINE THE PROBLEM
SET THE RESEARCH OBJECTIVES



Exploratory Research



Descriptive Research



Causal Research

8­10


LO 8-2



STEP 1: DEFINE THE PROBLEM
SET THE RESEARCH OBJECTIVES

Measures of Success

Measure of Success: Playtime
• Children Spent More Time
Playing with Old Design
• Children Spent More Time
Playing with New Design

Possible Marketing Actions
• Continue with Old Design;
Don’t Introduce New Design
• Introduce New Design;
Drop Old Design

8­11


LO 8-2

STEP 2: DEVELOP THE RESEARCH PLAN

SPECIFY CONSTRAINTS



Constraints



Identify Data Needed
for Marketing Actions

8­12


LO 8-2



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

Concepts
• New-Product Concept



Methods
• Sampling
• Statistical Inference
8­13

LO 8-3

STEP 3: COLLECT RELEVANT
INFORMATION/DATA



Data



Secondary Data



Primary Data
8­14


FIGURE 8-2 Types of marketing information

8­15


LO 8-3



STEP 3: COLLECT RELEVANT DATA
SECONDARY DATA

Internal
• Marketing Input Data

• Marketing Outcome Data

8­16


LO 8-3



STEP 3: COLLECT RELEVANT DATA
SECONDARY DATA

External
• Census Bureau
 U. S.
2010
Census

 American
Community
Survey

 U. S. 2012 Economic Census
8­17

LO 8-3



STEP 3: COLLECT RELEVANT DATA
SECONDARY DATA

External
• Syndicated Panel
 Nielsen TV Ratings

 J.D. Power Surveys

 IRI InfoScan
8­18


LO 8-3



STEP 3: COLLECT RELEVANT DATA
SECONDARY DATA

External
• Trade Associations
• Universities
• Business Periodicals

8­19


MARKETING INSITE

LO 8-3

Online Databases & Internet Resources



Statistical &
Financial Data

Wall Street
Journal

CNBC

Investors
Business
Daily

Fox
Business
News

Census
Bureau



Portals &
Search
Engines

USA.gov

Google

8­20


LO 8-3



STEP 3: COLLECT RELEVANT DATA
SECONDARY DATA

Advantages
• Time Savings
• Inexpensive



Disadvantages
• Out of Date
• Definitions/Categories Not Right
• Not Specific Enough

8­21


LO 8-4

STEP 3: COLLECT RELEVANT DATA
PRIMARY DATA—WATCHING PEOPLE



Observational Data



Mechanical Methods
• Nielsen’s People Meter

• Nielsen’s TV Ratings

8­22


FIGURE 8-3 Nielsen Broadcast Ranking Report
for network TV primetime households for the
week ending May 19, 2013

8­23


LO 8-4



STEP 3: COLLECT RELEVANT DATA
PRIMARY DATA—WATCHING PEOPLE

Personal Methods
• Mystery Shopper
• Videotaping
• Ethnographic Research



Neuromarketing Methods
8­24


LO 8-4

STEP 3: COLLECT RELEVANT DATA
PRIMARY DATA—ASKING PEOPLE



Questionnaire Data



Idea Generation Methods
• Individual Interviews

• Depth Interviews
8­25