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The Marketing Research Process. Explain the steps in designing and conducting marketing research Compare primary and secondary data Collect and interpret marketing information Identify elements in a marketing research report. Lesson Objectives. Defining the problem Obtaining data - PowerPoint PPT Presentation
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The Marketing Research Process
Lesson Objectives
Explain the steps in designing and conducting marketing research
Compare primary and secondary dataCollect and interpret marketing
informationIdentify elements in a marketing research
report
Marketing Research Process
Defining the problemObtaining data
◦Secondary data◦Primary data
Analyzing the dataRecommending solutionsApplying the findings
Problem definition
What decisions need to be made and what information is needed?
Problem Definition
Objective Question
Determine guest satisfaction with facilities
Determine if vacationers and convention-goers differ in their levels of satisfaction
On a scale of 1 to 5, how would you rate the following resort facilities (list facilities)
What was the primary purpose of your visit?
Obtaining Data
Primary dataSecondary data
Primary Data
Data obtained for the first time and used specifically for a particular question, problem or issueSurvey method
◦Most frequently used◦Sample◦ Internet surveys◦ Interviews
Observation method◦Mystery shopping◦Point-of-sale research
Experimental method◦Test markets◦Package designs◦Media◦Promotions
Secondary Data
Information previously collected for another purposeInternal Sources
◦Monthly sales◦Customer locations
◦Customer buying patterns
◦Popular products
External Sources◦Internet Sources◦U.S. and State
Government◦Specialized
research companies◦Business
Publications◦Trade organizations
Let’s gather some primary data.....
COLA TASTE TEST
Marketing Research Process
Defining the problemObtaining data
◦Secondary data◦Primary data
Analyzing the dataRecommending solutionsApplying the findings
Secondary Data
Information previously collected for another purposeInternal Sources
◦Monthly sales◦Customer locations
◦Customer buying patterns
◦Popular products
External Sources◦Internet Sources◦U.S. and State
Government◦Specialized
research companies◦Business
Publications◦Trade organizations
Analyzing the Data
Process of compiling, analyzing and interpreting the results of primary and secondary data collection
NumberSelected Percent
Cola A 9 33.33%
Cola B 8 29.63%
Cola C 10 37.04%
Total 27 100.00%
Cola Taste PreferencesWoodstock High School Marketing Students
Recommending and Applying Solutions
Presented in Research Report
Clear and well supported
Additional research?Monitor resultsWas action
successful?
Developing a Questionnaire
Explain questionnaire validity and reliability
Define:◦Population◦Sample◦Error◦Bias
Design a marketing research surveyConduct a marketing research project
Validity and Reliability
Validity – questions asked measure what was intended to be measured
Reliability – research technique produces nearly identical results in repeated trials
Statistical Considerations
Population: size of your marketSample: number of people you are using in your research
◦Determined by acceptable errorConfidence Level (95%, e.g.)Confidence Interval (+/- 4%, e.g.)
◦Affects reliability and validityBias: researcher influence
Developing A Questionnaire
Open ended questions: respondents construct their own answers to the question
Forced-choice questions: respondents choose from a list of choices.
Rating Scales – respondents choose numerical or graded choices
Two- Choice Questions
Please answer Yes or No to the following:
1. Did the associates make you feel welcome?Yes No
2. Are you satisfied with the selection? Yes No
3. Was the service prompt? Yes No
Multiple Choice Questions
1. Please choose which of the following is most important to you when deciding where you shop for clothes:
A. Changing Rooms B. Customer Service C. PriceD. SelectionE. Store LocationF. Other _______________________
Rating Questions
1.Please rate the following:
Prices: Excellent Good Fair Poor
Selection: Excellent Good Fair PoorCustomer Service: Excellent Good Fair Poor
Rating Questions
On a scale from 1-10 how satisfied are you with the prices? (1 = poor and 10= excellent)
1 2 3 4 5 6 7 8 9 10
On a scale from 1-10 how satisfied are you with the merchandise selection? (1 = poor and 10= excellent)
1 2 3 4 5 6 7 8 9 10
Questionnaire Format
Use a variety of questionsWrite clear directions for each sectionWell written and easy to readNumber all questionsMessage at the bottom of each page if
more than one pageTest your questionnaire on a small group
The Marketing Research Process