OHT 6.

Marketing information and research

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 OHT 6.2

Importance of effective marketing information and

research

Effective penetration of markets requires specialised and

sophisticated approaches to identify, assess and satisfy
market demands.

Effective marketing information and research enables an

organisation to make better decisions on the most
appropriate market entry and competitive strategies.

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 OHT 6.3 Defining market research
Marketing research is the function which 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
performances, and improve understanding of marketing
as a process.
Marketing research specifies the information required to
address those issues; designs the method of collecting
information; manages and implements the data
collection process; analyses the results; and
communicates the findings and their implications.
McDonald and Gates, 1990
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 OHT 6.4

The role of marketing research

• Consumer markets - In EU important to manufacturers

as retailers act as buffer between manufacturers and
end consumer. Provides accurate and reliable flow of
information to the marketing decision makers.

• B2B markets - Helps organisations understand the

marketing environment and make better informed
decisions about marketing strategies.

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 OHT 6.5

Types of marketing research

• Exploratory.

• Descriptive.

• Causal or predictive.

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 OHT 6.6

Origins of research data

• Qualitative research - the collection of data that are open

to interpretation, e.g. peoples’ opinions.

• Quantitative research - the collection of data that is

quantifiable and is not open to the same level of
interpretation as qualitative research, e.g. sales figures,
market share data, etc.

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 OHT 6.7

Continuous research

On going research usually undertaken by market research

agencies and offered to organisations for a subscription
or agreement to purchase the updated findings.
Approaches include:
• Consumer panels.
• Home audits.
• Omnibus surveys.
• Retail audits.
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 OHT 6.8

Marketing information systems

(MIS)

Effective systems of organising, structuring and managing

the storage, access and dissemination of market
research data.

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 OHT 6.9 The marketing information system

Figure 6.1

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 OHT 6.10

Defining information requirements

Table 6.1

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 OHT 6.11

Sources of marketing information

• External sources - ad hoc studies using secondary or

primary research or continuous data which contains
views from customers, suppliers, channels of
distribution, strategic alliance partners, independent third
parties, etc.

• Internal sources - information obtained from internal

record keeping systems, sales reps, call details,
customer enquiries, etc.

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 OHT 6.12 The marketing research process

Figure 6.2

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 OHT 6.13
Secondary research (1 of 2)

• Sometimes referred to as desk research.

• Consists of data and information that is already in
existence and which can be accessed by the
organisation.
• Can be cheaper and quicker to access than primary
research.
• May provide an organisation with information that it
would not otherwise have time to gather.
• Secondary data may not always be up to date, be
applicable to an organisation, or give the full picture.
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 OHT 6.14

Secondary research (2 of 2)

Secondary data sources include:

• Government - e.g. Central Statistical Office.
• Chambers of commerce.
• Trade associations.
• Commercial publications - e.g. Dun & Bradstreet, Mintel,
etc.
• Internet - e.g. country reports and news, etc.

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 OHT 6.15

Primary research

• Sometimes called field research.

• Is undertaken or commissioned by an organisation for a
specific purpose.
• The required information does not already exist.
• It is exactly tailored to a problem.
• Can be expensive and time consuming.

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 OHT 6.16

Online market research

The website provides several novel methods for the
collection of primary data for example:
• Server based log file analysis of site activity.
• Browser based site activity data.
• Panel activity.
• Online focus groups.
• Online questionnaires.
• Mystery shoppers.

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 OHT 6.17 Advantages and disadvantages
of internet research

Table 6.5(a)
Source: Alex Johnston, Technology and Communications Director for New Media Research International, as reported by
Gray (2000b).

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 OHT 6.18 Advantages and disadvantages
of internet research

Table 6.5(b)
Source: Alex Johnston, Technology and Communications Director for New Media Research International, as reported by
Gray (2000b).

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 OHT 6.19 Sampling

Figure 6.3
Source: Adapted from Tull and Hawkins (1990).

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