Doing marketing research today

Silvia Rita Sedita

silvia.sedita@unipd.it

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Chapter 3

Collecting Information

Learning Objectives

1. What are the components of a modern marketing information system?

2. What are useful internal records for a marketing information system?

3. What makes up a marketing intelligence system?

What is a MIS?

• A MIS consists of people, equipment and procedure to gather, sort, analyze, evaluateand distribute needed, timely, and accurate information to marketing decision makers

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Components of aModern Marketing

Information System (MIS)

Internal company recordsMarketing intelligence activities

Marketing research

Internal records

• The order-to-payment cycle

• Sales information systems

• Databases, data warehousing, data mining

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Marketing intelligence

• A marketing intelligence system is a set of procedures and sources that managers use to obtain everyday information aboutdevelopments in the marketing environment

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Improvingmarketing intelligence

Motivate sales force to report new developmentsMotivate intermediaries to pass along intelligence Hire external experts to collect intelligence

Network internally and externally Set up a customer advisory panel

Take advantage of government-related data Purchase information from outside research vendors

Collect marketing intelligence on Internet

Marketing Intelligence on the internet

• Independent customer goods and service review forums

• Distributor or sales agent feedback sites

• Combo sites offering customer reviews and expert opinions

• Customer complaint sites

• Public blogs

From data to business intelligence

• Smart search of data

• Production and real time analysis of information

• Firm’s knowledge base extension creation and

integration of knowledge

Data: definition

• Information in raw or unorganized form (such as alphabets, numbers, or symbols) that refer to, or represent, conditions, ideas, or objects. Data is limitless and present everywhere in the universe.

• «Phisical» representation of an event• The «30» as mark of 1342 candidate at the final exam of the

ADVANCED MARKETING course;

• The time mr Mario Rossi punches the time clock for working at

McDonald’s Monday morning;

• The sale of a canned tuna at the supermarket.

Information: definition

• Data that is (1) accurate and timely, (2) specific and organized for a

purpose, (3) presented within a context that gives it meaning and

relevance, and (4) can lead to an increase in understanding and

decrease in uncertainty.

• The percentage of candidates that receive a good mark at the ADVANCED

MARKETING course in a specific year;

• The Mario Rossi’s total amount of working hours during the last week;

• The weekly labour costs of a company;

• The weekly level of sales in a supermarket;• A list of goods to be stored in.

Knowlegde: definition

• Human faculty resulting from interpreted information;

understanding that germinates from combination of data,

information, experience, and individual interpretation.

– ADVANCED MARKETING attendees will probably receive a good

mark if they will attend all classes and if they’ll do their best

during the homework

– A new restaurant will be more likely successful if food is good and

the price is reasonable

– A double click on a Windows icon will open up an application

Knowledge management includesall activities of data collection,

transformation of data intoinformation and the final

strategic/operational decisionmaking

Knowledge management

The «value» of data

• A datum is a «unit of information»,

• Which will become information when it succeeds in

«changing our world perception»;

• Knowledge is the «transormation of information in value».

Firms that are willing to use strategically data for building

knolwedge processes need to learn to identify relevant information,

and, most importantly, to know how to group it in an information

system, in order to be transformed in value.

Let’s think together

• Joan Smith is turning to Germany in search of “sexy” cities where to open a set of Feltrinelli bookstores.

• After a year of wandering between commercial areas outside the cities and vast malls, finding a new commercial space would not be a problem.

• But Feltrinelli does not want an anonymous site in an irrelevant location.

• Joan Smith scours the country to find unusual locations, such as an old church or an old cinema.

• In the last six months she has visited 70 cities

Joan’s report• I've been in many cosy cities where I had never been

before. I thought of an attractive place where to shop, where people who live in the neighborhood are willing to reach.

• I looked at what kind of food is sold around and if there are nice shops and restaurants.

• I made sure of the presence of luxury jewelers, which are often a good indicator of the type of town, and I measure the competition.

• I tried to find, where possible, architecturally interesting buildings, that can be adapted to carry out a business.

DISCUSSION

• Joan Smith is visiting cities and collecting data to help management make decisions.

• How else could she get the data?

• Which knowledge she possesses, which does not nullifies the work of her journey?

• Could be this Knowledge codified and uploaded in a computer?

• If no decision would have been taken for a year, would be the information collected still useful?

PRIMARY SECONDARY

INTERNALData coming from

marketing intelligence

Data from accounting

systems

EXTERNAL Data from marketing

research

Data from institutional

public and private

sources

INFORMATION

SOURCES

Chapter 4

Conducting Marketing Research

Learning Objectives

1. What is the scope of marketing research?

2. What steps are involved in conducting good marketing research?

3. What is a sampling procedure?

4. Where is MIS going?

The Scope ofmarketing research

• Importance of marketing insights

– Generating insights (how and why we observe

certain effects in the marketplace)

The Scope ofmarketing research

• American Marketing Association

– Marketing research is the function that links

the consumer, customer, and public to the

marketer through information—information

used to identify and define marketing

opportunities and problems; generate, refine,

and evaluate marketing actions; monitor

marketing performance; and improve

understanding of marketing as a process.

Marketing research expenditure

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The Scope ofmarketing research

• Who Does Marketing Research?

Marketing departments in big firms

Everyone at small firms

Syndicated-service research firms

Custom marketing research firms

Specialty-line marketing research firms

Research conductedat small companies

Engage students/prof

essors

Use Internet

Check out rivals

Tap partner expertise

Tap employee creativity

The Scope ofmarketing research

• Overcoming Barriers to the Use of Marketing Research

– Many companies

still fail to use it

sufficiently or

correctly

The Marketing Research Process

The problem

• Identification of the company problem (not trivial)

• Translation of the company problem in research

questions

• Which are the useful information?

• Trade-off between generic and specific information

• Research brief production

– Object, Objective, Target, Timing

Research design

• Exploratory research– For understanding the nature of a problem, which is translated in specific

research objectives that can be tested through empirical cases (researchhypotheses)

– Secondary data analysis, case studies, focus groups, experts panels

• Descriptive research– Who? What? When? Where? How? Accurate description of a situation or a

population of actors

– Cross-section or panel data analysis

– Primary data analysis (surveys)

• Causal research– Cause-and-effect relationships

– Experimental models, statistical models

Methodology

• Information sources (data)

• Research method (qualitative, quantitative)

• Data collection tools (focus group, in depth F2F

interviewes, questionnaires…)

Face-to-face

Run by professionals, the

objective is to deepen specific

issues

Possible typologies:

Clinical interview, semi-

structured interview

.

A professional moderator

professionista discusses

together with 7-10 people for

1-2 hours.

Group dynamics are

observable, leave room to the

emergence of new topics to

be investigated

especially useful when it is

difficult to artificially create the

situation to be analysed

e.g. Mistery shopping.

In depth interview Focus Group Observational research

Mistery shopping?

• Mystery shoppers are enrolled in order to create real or simulated situations. Their objective is to evaluate behaviours, personnel ability to interact with customers

• In a retail shop could be analysed the appearance, the selling abilities of the personnel, and so forth.

• The purchase experience of the mystery shopper is recorded

https://www.youtube.com/watch? feature=player_detailpage&v=23OLgJeMIjk

Structured questionnaires administered through

F2F, phone, mail or via web interviewes

These tools are different concerning:

Costs, Quality and Quantity of collected information,

Timing, Control of the respondent, Interaction

Let’s think together

• Pros, cons?

– F2F

– Phone

– Mail

– Web

https://www.youtube.com/watch?feature=player_detailpage&v=SqjrpZwtHhc

The sampling procedure allows knowing one or more facts

about a population, without analysing all its components

Qualitative research:

Limited samples, not statistically

significant

The focus is on collect useful

information for the research process

more than on generalizable results

Quantitative research:

The ojective is to extend, with a

known error, results to the overall

population.

What is sampling?

population

sampling

sample

NOYES

Goodresults?

inference

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Nonprobability sampling Probability sampling

Sampling can be

- quota sampling

- purposive sampling

- convenience sampling

- simple random sampling

- stratified random sampling

- cluster random sampling

- multi-stage sampling

The difference between

nonprobability and probability

sampling is that nonprobability

sampling does not involve random

selection and probability sampling

does.

A probability sampling method

utilizes some form of random

selection. In order to have a random

selection method, you must set up

some process or procedure that

assures that the different units in your

population have equal probabilities of

being chosen.

Stratified sampling

Random sampling

Evolutionary trajectories of the MIS

• Point-of-sale (POS) scanner

• Heat mapping, based on monitoring of human heat

• Eye-tracking systems

• GIS & Geomarketing

• Social media & big data

• …

Eye-tracking system - FB

GIS analysis

Foursquare

L’Oréal – Sentiment analysis

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