Key

Key Topics
Topics in
in Marketing
Marketing Research
Research

Marketing
Marketing What
What is
is it?
it?
Research
Research

Why
Why is
is itit important?
important?

How
How is
is itit done?
done?
Marketing
Marketing Research
Research Defined
Defined

Marketing Research consists of the procedures

to develop and analyze new information
to help marketing managers make decisions.

Marketing research gets the "facts" not

already available in the marketing
information system.
Who
Who Does
Does “Custom”
“Custom” Marketing
Marketing Research
Research

Marketing
Marketing
Research
Research In-house
In-house research
research departments
departments
Suppliers
Suppliers
Custom
Custom research
research firms
firms

Consulting
Consulting firms
firms

Advertising
Advertising agencies
agencies

Syndicated
Syndicated services
services

Colleges
Colleges and
and universities
universities
Internationalization
Internationalization of
of Marketing
Marketing Research
Research
The
The Importance
Importance of
of Marketing
Marketing Research
Research

Reason #1: Not getting the right information is

the fastest path to marketing disaster.

• Base marketing
strategies on valid
evidence and analysis

Don’t blow it!

The
The Importance
Importance of
of Marketing
Marketing Research
Research

Reason #2: research is often done poorly … and

with serious consequences

• Managers may not know much

about research

• Quality of suppliers is highly

variable

• Research is often done on a

crisis basis
The
The Importance
Importance of
of Marketing
Marketing Research
Research

Reason #3: big changes are underway because

of technology

• Instant feedback and rapid change

• “Real time” data

• Lack of understanding about how to use

the tools

• Changes do not happen

all at once
Ethical
Ethical Issues
Issues in
in Marketing
Marketing Research
Research

Ethical
Ethical Withheld
Withheld information
information
Issues
Issues

Acceptability
Acceptability of
of Findings
Findings

Research
Research vs.
vs. Selling
Selling

“Lying”
“Lying” with
with Statistics
Statistics
Marketing
Marketing Research
Research Process
Process –– Step
Step 11

Early
Early
Identification
Identification
of
of
Solution
Solution

• Most important and difficult part of the

Defining
process
Defining
the
the
Problem • What do we need to know?
Problem
• What pieces of information will give us
what we need?

• Manager and researcher must work

together
 Researcher
Researcher –– Manager
Manager Collaboration
Collaboration

That overpaid yuppie is That marketing research

clueless--she doesn’t geek doesn’t understand
even know how a chi- my business--she doesn’t
square is computed even know my competitors!

s t at s
I
 Marketing
Marketing Research
Research Process
Process –– Step
Step 22

Early
Early
Identification
Identification
of
of
Solution
Solution

• What information is already available

Defining
Defining Analyzing
Analyzing • Expert interviews and case studies
the
the the
the
Problem
Problem Situation
Situation • Secondary data

Feedback to Previous Steps

An
An Example
Example of
of Secondary
Secondary Data
Data
 Marketing
Marketing Research
Research Process
Process –– Step
Step 33

Early
Early
Identification
Identification
of
of
Solution
Solution

Getting
Getting
Defining
Defining Analyzing
Analyzing Problem-
Problem-
the
the the
the Specific
Specific
Problem
Problem Situation
Situation Data
Data

Feedback to Previous Steps

Primary
Primary Data
Data ---- Qualitative
Qualitative
Primary
Primary Data
Data -- Quantitative
Quantitative

Questioning
Questioning

Mail, telephone, face-to-face, and internet surveys

Primary
Primary Data
Data -- Quantitative
Quantitative

Questioning
Questioning

Mail, telephone, face-to-face, and internet surveys

Observation
Observation

Human or machine observers

Primary
Primary Data
Data -- Quantitative
Quantitative

Questioning
Questioning

Mail, telephone, face-to-face, and internet surveys

Observation
Observation

Human or machine observers

Experiments
Experiments

Cause and effect relationships

The
The Research
Research Proposal
Proposal

A good research proposal keeps the process

on track
What
What
data
data will
will be
be How
How itit
What
What itit collected
collected will
will be
be
will
will cost
cost collected
collected

How Research
Research
How long
long From
itit will Proposal
Proposal From whom
whom
will take
take

Quality
Quality control
control Who
Who will
will
standards
standards that
that will
will analyze
analyze itit
be
be used
used
 Marketing
Marketing Research
Research Process
Process –– Step
Step 44

Early
Early
Identification
Identification
of
of
Solution
Solution

Getting
Getting
Defining
Defining Analyzing
Analyzing Inter-
Inter-
Problem-
Problem-
the
the the
the preting
preting
Specific
Specific
Problem
Problem Situation
Situation Data
Data
Data
Data

Feedback to Previous Steps

Data
Data Interpretation
Interpretation

Key
Key Is
Is the
the sample
sample representative?
representative?
Issues
Issues

Is
Is the
the data
data reliable?
reliable?

Is
Is the
the data
data valid?
valid?

Are
Are the
the statistical
statistical techniques
techniques appropriate?
appropriate?
Data
Data Interpretation
Interpretation
 Marketing
Marketing Research
Research Process
Process –– Step
Step 55

Early
Early
Identification
Identification
of
of
Solution
Solution

Getting
Getting
Defining
Defining Analyzing
Analyzing Inter-
Inter- Solving
Solving
Problem-
Problem-
the
the the
the preting
preting the
the
Specific
Specific
Problem
Problem Situation
Situation Data
Data Problem
Problem
Data
Data

Feedback to Previous Steps

 Information
Information Enters
Enters aa Database
Database

Information Questions Decision

Sources and Answers Maker Results

Market
Market
Research
Research
Studies
Studies

Inputs
Internal
Internal
Data
Data Databases
Databases
Sources
Sources

External
External
Data
Data
Sources
Sources
Support
Support Systems
Systems Interact
Interact with
with the
the Database
Database

Information Questions Decision

Sources and Answers Maker Results

New Information
Marketing
Marketing
Market
Market Models
Models Answers
Research
Research
Studies
Studies
?
Inputs Decision
Internal Decision
Internal Support
Data Databases
Databases Support
Data System
Sources System
Sources (DSS)
(DSS)

External
External
Data
Data Information
Sources Information
Sources Processing
Processing
Specialists
Specialists
Decisions
Decisions and
and Outcomes
Outcomes

Information Questions Decision

Sources and Answers Maker Results

New Information
Marketing
Marketing
Market
Market Models
Models Answers
Research
Research
Studies
Studies
?
Inputs Decision
Internal Decision Marketing
Internal Support Marketing
Data Databases
Databases Support Manager Outcomes
Data System Manager Outcomes
Sources System Decisions
Sources (DSS) Decisions
(DSS)

External
External
Data
Data Information
Sources Information
Sources Processing
Processing
Specialists
Specialists
Feedback
 Marketing
Marketing Strategy
Strategy Planning
Planning Process
Process

Narrowing down to focused strategy with quantitative and qualitative screening criteria

Customers
Needs and other
Segmenting
Dimensions
Targeting &
Segmentation
S.
Company W.
Mission, Objectives,
O.
& Resources
T. Positioning &
Differentiation

Competitors
Current &
Prospective

External Market Environment

Technology Political & Legal Social & Cultural Economic