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marketing research
ten
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
10-2
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
10-3
Step 1: Defining Objectives and Research Needs
What information is needed to
answer specific research
questions?
How should that
information be
obtained?
10-4
Step 2: Designing the Research
Type of data Type of research
10-5
Step 3: Data Collection Process
Secondary data Primary data
10-6
Converting data into information to explain, predict and/or evaluate a particular situation.
Step 4: Analyzing Data and Developing Insights
©G
ett
y Im
ag
es
10-7
Step 5: Action Plan and Implementation
Executive Summary
Body
Conclusions
Limitations
Supplements including tables, figures,
appendices
Digital Vision/Getty Images
check yourself
10-8
1.What are the steps in the marketing research process?
2.What is the difference between data and information?
10-9
External Secondary DataSyndicated Data
Name Services ProvidedACNielsen (www.acnielsen.com)
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)
The General Social Survey is one of the nation’s longest running surveys of social, cultural, and political indicators.
Simmons Market Research Bureau (www.smrb.com)
Reports on the products American consumers buy, the brands they prefer, and their lifestyles, attitudes, and media preferences.
Yankelovich (www.yankelovich.com)
The MONITOR tracks consumer attitudes, values, and lifestyles shaping the American marketplace.
10-10
External Secondary DataScanner Research
Cou
rtesy
Th
e N
iels
en
Co
IRI Website
10-11
External Secondary DataPanel Research
Group of consumers Survey or sales receipts
What are they buying
or not buying?
©BananaStock/PunchStock
Flying Colours Ltd/Getty Images
10-12
Internal Secondary Data
Data Warehouse
Data Mining
check yourself
10-13
1.What is the difference between internal and external secondary research?
10-14
Qualitative versus QuantitativeData Collection Techniques
Datacollectionresearch
Qualitative research
Observation In-Depth interviews
Focus groups Social media
Quantitative research
Experiments Survey
Scanner Panel
10-15
Data Collection
Qualitative Research
Observation Social Media In-depth interview
Focus group
In-Store Tracking Analytics
check yourself
10-16
1.What are the types of qualitative research?
10-17
Survey Research
10-18
Web Surveying
• Response rates are relatively high
• Respondents may lie less
• It is inexpensive• Results are
processed and received quickly
Sim
on
Fell/
Gett
y Im
ag
es
10-19
How do firms successfully use web surveying?
Using Web Surveying
Th
e M
cGra
w-H
ill C
om
pan
ies,
In
c/Jo
hn
Flo
urn
oy,
ph
oto
gra
ph
er
10-20
Experimental Research
AP Photo/Mary Altaffer
10-21
Advantages and Disadvantages of Secondary and Primary Data
Type Examples Advantages Disadvantages
Secondary Research
Primary Research
Census data Sales invoices Internet information Books Journal articles Syndicated data
Saves time in collecting data because they are readily available
Free or inexpensive (except for syndicated data)
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
Observed consumer behavior
Focus group interviews Surveys Experiments
Specific to the immediate data needs and topic at
hand Offers behavioral insights generally not available
from secondary research
Costly Time consuming Requires more
sophisticated training and experience to
design study and collect data
check yourself
10-22
1.What are the types of quantitative research?
2.What are the advantages and disadvantages of primary and secondary research?
10-23
The Ethics of Using Customer Information
Strong ethical orientation
Adhere to ethical practices
check yourself
10-24
1.Under what circumstances is it ethical to use consumer information in marketing research?
2.What challenges do technological advances pose for the ethics of marketing research?