Marketing Management

Sixteenth Edition

Chapter 5
Conducting Marketing
Research

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Marketing Research

The systematic design, collection, analysis, and

reporting of data relevant to a speci c marketing
situation facing an organization.

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Marketing Research

P&G’s Consumer & Market

Knowledge Department analyzes
market trends, consumer behavior,
and competitor actions and plays an
integral role in all phases of the life
cycle of company brands.

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Marketing Intelligence

Marketing intelligence is everyday data

that is relevant to the marketing efforts
of an organization. Once collected, this
data can be analyzed and used to make
informed decisions regarding competitor
behaviors, products, consumer trends,
and market opportunities.

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Marketing Information System (MIS)

People and procedures dedicated to assessing information

needs, developing the needed information, and helping
decision makers to use the information to generate and
validate actionable customer and market insights.

Hệ thống thông tin tiếp thị (MIS) đề cập đến những con người và thủ tục dành riêng cho việc
đánh giá nhu cầu thông tin, phát triển thông tin cần thiết và giúp các nhà ra quyết định sử dụng
thông tin để tạo ra và xác thực những hiểu biết sâu sắc về khách hàng và thị trường.

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Marketing Information System (MIS)

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Developing Marketing Information
Internal Databases
Collections of consumer and market information obtained
from data sources within the company’s network
The marketing department

The customer service department

The accounting department

Operations
The sales force reports

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 The Marketing Research Process

(Philip Kotler, 2021)

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 “Will offering high-speed Wi-Fi service create enough incremental preference

and pro t to justify its cost against other service enhancements AIRLINE X. might make?”

(1) Should AIRLINE X offer high-speed Wi-Fi service?

(2) If so, should it be offered to rst-class only or include business class and possibly economy class?

(3) What price(s) should be charged?

(4) On what types of planes and lengths of trips should the service be offered?

(1) Determine what types of rst-class passengers would respond most to ultra-high-speed Wi-Fi service.

(2) Ascertain how many are likely to use it at different price levels.

(3) Find out how many might choose AIRLINE X because of this new service.

(4) Estimate how much long-term goodwill this service will add to AIRLINE X’s image.

(5) Find out how important ultra-high-speed Wi-Fi service is to rst-class passengers relative to other services,
such as a power plug or enhanced entertainment.

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Marketing Research
DEFINING THE PROBLEM

Exploratory

Descriptive

Causal

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 Marketing Research
Developing the Research Plan

• developing the most ef cient plan for

gathering the needed information
• discovering what that will cost
• make decision about the data sources,
research approaches, research
instruments, sampling plan, and
contact methods

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 Marketing Research
Data Sources

Primary Data Secondary Data

data that were collected for another purpose data freshly gathered for a speci c purpose or project
and already exist somewhere

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 Marketing Research
Collecting Primary Data
Research Approaches

Research Instruments

Sampling Plan

Contact methods

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Marketing Research
Research Approaches
Observational Research

Focus Group Research

Survey Research

Behavioral Research

Experimental research

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 Research Approaches
Observational research: researchers can gather fresh data by observing unobtrusively as customers shop or consume products.
Sometimes researchers equip consumers with pagers and instruct them to write down or text what they’re doing whenever
prompted, or they hold informal interview sessions at a café or bar.

Focus group : a gathering of 6 to 10 people carefully selected for demographic, psychographic, or other considerations and
convened to discuss various topics at length for a small payment. A professional moderator asks questions and probes for
participants’ opinions based on the marketing managers’ agenda. The goal is to uncover consumers’ real motivations and the
reasons why they say and do certain things.

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 Research Approaches
Survey research: companies undertake surveys to assess people’s knowledge, beliefs, preferences, and satisfaction.

Customers leave traces of their purchasing behavior in store scanning data, catalog purchases, and customer databases.
Behavioral research uses these data to gain a better understanding of customers and their actions. Actual purchases re ect
consumers’ preferences and often are more reliable than statements consumers offer to market researchers.

Experimental research is designed to capture cause-and-effect relationships by eliminating competing explanations for the
ndings

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Marketing Research
Research Instruments
Closed-end questions

Questionnaires Open-end questions

• Word association
Qualitative Measures • Projective techniques
• Visualization
• Brand personi cation
• Laddering
Measurement Devices
Skin sensors, brain wave scanners, and full-body scanners

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 Marketing Research
Sampling Plan

• Sampling unit Whom should we survey? Develop a sampling frame so everyone in the target population has an equal
or known chance of being sampled.

• Sample size How many people should we survey? Large samples give more reliable results, but it’s not necessary to
sample the entire target population. Samples of less than 1 percent of a population can often provide good reliability
with a credible sampling procedure.

• Sampling procedure How should we choose the respondents? Probability sampling allows marketers to calculate
con dence limits for sampling error and makes the sample more representative.

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Marketing Research
Contact Methods

• Online

• In-person

• Mail and email

• Telephone

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