Lecture M: Marketing (4/e) - Chapter 10: Marketing research

chapter

ten

marketing research

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LEARNING OBJECTIVES 

LO 10-1 Identify the five steps in the marketing
research process.
LO 10-2 Describe the various secondary data
sources.
LO 10-3 Describe the various primary data
collection techniques.
LO 10-4 Summarize the differences between
secondary data and primary data.
LO 10-5 Examine the circumstances in which
collecting information on consumers is
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Step 1: Defining Objectives 
and Research Needs

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Step 2: Designing the Research

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Step 3:  Data Collection Process

Secondary data

Primary data
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©Getty Images

Step 4: Analyzing Data 
and Developing Insights

Converting data into information to explain, predict
and/or evaluate a particular situation.
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Step 5: Action Plan and 
Implementation

Digital Vision/Getty Images

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

check yourself

•

•

What are the steps in the marketing
research process?
What is the difference between data and
information?

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External Secondary Data
Syndicated Data
Name
ACNielsen
(www.acnielsen.com)

Services Provided
With its Market Measurement Services, the company tracks the sales of consumer packaged
goods, gathered at the point of sale in retail stores of all types and sizes.

SymphonyIRI Group
(www.symphonyiri.com)

InfoScan store tracking provides detailed information about sales, share, distribution, pricing, and

promotion across a wide variety of retail channels and accounts.

J.D. Power and Associates
(www.jdpower.com)

Widely known for its automotive ratings, it produces quality and customer satisfaction research for
a variety of industries.

Mediamark Research Inc.
(www.mediamark.com)

Supplies multimedia audience research pertaining to media and marketing planning for
advertised brands.

National Purchase Diary Panel
(www.npd.com)

Based on detailed records consumers keep about their purchases (i.e., a diary), it provides
information about product movement and consumer behavior in a variety of industries.

NOP World (www.nopworld.com) The mKids US research study tracks mobile telephone ownership and usage, brand affinities, and
entertainment habits of American youth between 12 and 19 years of age.
Research and Markets
(www.researchandmarkets.com)

Promotes itself as a one-stop shop for market research and data from most leading publishers,
consultants, and analysts.

Roper Center for Public Opinion
Research

(www.ropercenter.uconn.edu)
Simmons Market Research
Bureau (www.smrb.com)

The General Social Survey is one of the nation’s longest running surveys of social, cultural, and
political indicators.

Yankelovich
(www.yankelovich.com)

The MONITOR tracks consumer attitudes, values, and lifestyles shaping the American
marketplace.

Reports on the products American consumers buy, the brands they prefer, and their lifestyles,
attitudes, and media preferences.

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Courtesy The Nielsen Co

External Secondary Data
Scanner Research

IRI Website
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External Secondary Data
Panel Research

Group of consumers

Survey or sales receipts

©BananaStock/PunchStock

What are they
buying
or not buying?
Flying Colours Ltd/Getty Images

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Internal Secondary Data

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

check yourself

•

What is the difference between internal
and external secondary research?

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Qualitative versus Quantitative
Data Collection Techniques

Qualitative research

Quantitative research

Data
collection
research

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Data Collection

In-Store Tracking Analytics
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

check yourself

•

What are the types of qualitative research?

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Survey Research

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•

•

•
•

Response rates are
relatively high
Respondents may lie
less
It is inexpensive
Results are
processed and
received quickly

Simon Fell/Getty Images

Web Surveying

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Using Web Surveying

The McGraw-Hill Companies, Inc/
John Flournoy, photographer

How do firms successfully use web surveying?

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Experimental Research

AP Photo/Mary Altaffer

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Advantages and Disadvantages of 
Secondary and Primary Data
Type

Secondary
Research

Examples
q
q
q
q
q

q

Census data
Sales invoices
Internet information
Books
Journal articles
Syndicated data

Advantages
q

q

Saves time in collecting data
because they are readily
available
Free or inexpensive (except for
syndicated data)

Disadvantages
q

q
q

q

q

Primary Research

q
q
q
q

Observed consumer behavior
Focus group interviews
Surveys
Experiments

q
q
q
q
q

Specific to the immediate
data needs and topic at hand
Offers behavioral insights
generally not available from
secondary research

q
q
q
q

q

May not be precisely relevant
to information needs
Information may not be timely
Sources may not be original,
and therefore usefulness is an
issue
Methodologies for collecting
data may not be appropriate
Data sources may be biased

Costly
Time consuming
Requires more sophisticated
training and experience to
design
study and collect data

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

check yourself

•

•

What are the types of quantitative

research?
What are the advantages and
disadvantages of primary and secondary
research?

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The Ethics of 
Using Customer Information

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

check yourself

•

•

Under what circumstances is it ethical to
use consumer information in marketing
research?
What challenges do technological
advances pose for the ethics of marketing
research?

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Glossary
Data are raw numbers or other factual information
that, on their own, have limited value to
marketers.

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to slide

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