Chapter 04 –Marketing Research and Analytics

The Marketing Research Process - the

Identify the Problem - is the most important stage process of planning, collecting, and analyzing Marketing Research Objectives - developed as a
of the entire marketing research process. data relevant to a marketing decision series of questions that seek to clarify what decision
makers needed to know to make a marketing decision
Secondary Data - data previously collected for Marketing Analytics – the use of data to
any purpose other than the one at hand optimize marketing decisions • Research Design - specifies which research
questions must be answered, how and when data
Secondary Data Sources – Internal (Within the
will be gathered, and how the data will be
organization) and External (Government, trade
analyzed
and industry associations, internet etc.) Identify the Problem • Types of Research Designs
o Exploratory Research
Primary Data - information that is collected for the o Conclusive Research – Descriptive/
first time and is used for solving the particular Causal Research
problem under investigation
Primary Data Sources – Quantitative and Design the Research
Qualitative Research Types of Samples
Probability Samples Nonprobability Samples
Simple Random Sample Convenience Sample
Qualitative Research Stratified Sample Judgement Sample
Systematic Sample Quota Sample
Depth Interviews Focus Groups Cluster Sample Snowball Sample

Collect the Data Types of Errors

Quantitative Research Measurement Errors Sampling Errors
Frame Errors Random errors

Survey Research – Observational Research – • The purpose of this analysis is to interpret and
a researcher watching people or draw conclusions from the mass of collected data.
interacts with people phenomena in a controlled • The marketing researcher tries to organize and
top obtain facts, manner, through either analyze those data by using one or more
opinions and human or machine methods. techniques.
attitudes Analyze the Data
Ethnographic Research –
Online Surveys
the study of human
behaviour in its natural • Researcher must prepare the report and
Mall Intercept context; involves communicate the conclusions and
Interviews observation of behaviour recommendations to management. This is a key
Present the Report step in the process
and physical setting
Telephone
Interviews Experiment - a method a
researcher uses to gather • A researcher should follow up with management
Mail primary data to determine whether the information included were adequate to
Provide Follow-up
Surveys cause and effect carry out the recommendations
 The Impact of Technology on Marketing Research and Marketing Analytics

Online Surveys Online Focus Groups Social Media Marketing Research

• Web survey and design
systems – software systems
specifically designed for web
questionnaire construction and
delivery
• Has led to rapid development,
real-time reporting
Online Research Panels
• A number of organizations are currently
offering this new means of conducting focus
groups.
• The research firm builds a database of
respondents via a screening questionnaire on
its website.
• When a client comes with a need for a
particular focus group, the firm goes to its
database and identifies individuals who
appear to qualify.
• The firm sends an email to these individuals,
asking them to log on to a particular site at a
particular time scheduled for the group
• There are social media analytical
tools that companies are selling to
keep track of all the conversations
in social media about companies,
brands, perceptions, and attitudes.
• The challenge finding a way to
extract meaningful data from the
millions of conversations.
communication and sharing among
customers

• A panel is a sample of persons

who have agreed to complete
surveys via the internet.
• Some online panels are created
for specific industries and may
have a few thousand panel
members, while the large
commercial online panels have
millions of members.
• People answer an extensive
profiling questionnaire that
enables the panel provider to
target research efforts to panel
members who meet specific
• conducting marketing research by using
criteria.
• Respondents can provide insights through
Online Research Communities
The Rise of Big Data
• a carefully selected group of consumers who
• big data - the exponential growth in the
agree to participate in an ongoing dialogue
volume, variety, and velocity of
with a particular corporation.
information and the development of
• All community interaction takes place on a
complex new tools to analyze and create
custom-designed website.
meaning from such data
• The life of the community may last from six
• Big data analytics focuses on gathering
months to a year or more.
data and on learning and adapting based
on that data.
• Big data are gathered both online and
Mobile Marketing Research
offline.
• How can big data be presented in a
customers’ mobile devices meaningful way? Visualization acts as an
engine for bringing patterns to light.
videos, photos, and messages creating a
dynamic and almost instant connection with
the respondent.
Marketing Analytics and Marketing Data Used in Marketing Analytics Analyzing the Data
Strategy

• Marketing research often uses
simpler data analysis methods,
while marketing analytics usually
involves larger data sets and more
complex data analysis methods.
• Marketing research typically uses
data to answer predefined research
questions, while marketing
analytics seeks to find new insights
that might be missed otherwise.
• data warehouse - a type of
database designed to collect and
organize large sets of data used for
analytics
• These form the basis for more
comprehensive information systems,
such as marketing information
systems (MIS) that help companies
collect, analyze, & communicate
information
• data mining - the process of
sorting through large sets of data
to find patterns and relationships
• data visualization - presenting
data in a pictorial or graphical
format
• marketing dashboard – a
common use of data visualization;
marketing metrics and insights
from marketing analytics are
compiled in one place

Categories of Data for Marketing Analytics Data Collection Concerns

• Structured data - data that is easily defined and organized

• Unstructured data - data that is not easily defined and organized
Structured Data
Customer lists
Sales transaction lists
Store traffic counts
Census and other demographic
data
Website traffic statistics
• Intrusive methods of data collection - consumers routinely
trade away their privacy in exchange for convenience or
Unstructured Data discounts but usually, these are small and reasonably
Social media posts (text, photo, or contained trade-offs (e.g., signing up for free email,
video) activating location services on phone, information on social
media profile)
Emails
Instant messages • Lack of transparency about data sharing – two primary
ways: sharing among apps and program (e.g., using
YouTube videos
Facebook to login to a third-party app) and data sold to other
Customer service call transcripts
companies.
• personally identifiable information - data that can be used
to identify a particular person
• anonymized data - where personally identifiable information
has been removed