Rix6e ch03

Chapter 3 Gathering Marketing Information
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 6/e by Peter Rix Slides prepared by Angela Tasevski
31
Managing marketing information
All organisations need information about the
market and the marketing environment. Effectively managed information is the key to successful, strategic market planning.
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The need for marketing information
competitive pressure expanding markets cost of mistakes
profit emphasis
increasing customer expectations.
33
Marketing research
Marketing research is the interpretation of
decision-oriented information and is used in all phases of the marketing mix process.
34
The sources of marketing research

Syndicated research servicesreports produced
and sold by research firms, e.g. ABS or AC Nielsen.

Marketing information systemsthe firms internal
system for providing continuous, scheduled and standardised marketing information.
35
The scope of marketing research

Decision-support systemscomputer-based
systems that enable marketers to quickly answer specific research questions.

Databasesdata is organised, stored and updated
in a computer database.
36
Advantages of databases
They can isolate groups of customers by specific
characteristics: demographics psychographics (lifestyle analysis) purchase history Inventory and stock control, e.g. supermarket scanners.
37
Marketing research projects

Typical marketing research projects
include: the concept test customer-satisfaction surveys the copy test.
38
The six-step marketing research process

1. Define the objective/problemthe goal/s of the researcher (usually to solve the problem). 2. Conduct a situation analysisa background investigation. 3. Conduct an informal investigationexamine readily available information.
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The six-step marketing research process (continued)

4. Plan and conduct a formal investigationcollect primary and secondary data. 5. Analyse the data and prepare written report with results. 6. Conduct follow updetermine if and how the research was used.
310
Research process
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Primary data is gathered using:

surveys
personal interviews telephone surveys mail surveys observation personal mechanical experiments laboratory field.
312
Surveys
Surveysgathering data by interviewing people

can be expensive and time-consuming potential respondents sometimes refuse to
participate response error may occur.
313
Personal interviews
face-to-face interviews (researcher can clarify a
response)
one-to-one interviews (may be formal or informal) in-depth interviews (usually used to probe for more
information)
focus groups, usually four to ten people.
314
Telephone surveys
cost-effective
easy to administer timely questioning advantage
should be short and to the point.
315
Mail surveys
mail and fax with no contact between interviewer
and respondent self-administered usually no personal bias economical to administer respondent can remain anonymous usually a lower response rate response time is longer.
316
Quantitative and qualitative

Research can be:
Quantitativethis is where quantifiable information is gathered by asking many people specially structured questions. Typical answers are yes or no or numerical (closed-ended questioning).
317
Quantitative and qualitative

Qualitativethis is where a question is asking for
an in-depth answer (open-ended questioning). The objective of the survey is to collect more insightful or complex information.
318
Observation
Personal
Can involve observing people in action. No interview is conducted. The researcher may pose as the customer to collect appropriate qualitative information. Mechanical Information is obtained from supermarket scanners. In-store camera provides visual electronic observation.
319
Experiments
An experiment is a method of gathering primary
data by which the researcher is able to observe the results of changing one variable in a situation while holding all other variables constant.
Options for experiments:
laboratory field.
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Questionnaire designthe right questions are the key

Issues to consider in questionnaire design are:
question selection question form question wording question sequencing closed-ended open-ended.
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The sample
The marketer should choose a sample that will
provide the most accurate information for solving the problem. Basic types of sampling are: random probability convenience.
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Collecting the data

People (data gatherers) who collect information in
the field: Should avoid bias error. Should avoid asking their own version of the question. Should avoid written response cheating (fake answers supplied by the interviewer).
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Analyse data and report results

Analysis and interpretation are the key elements to
a good research report. The end product of the investigation is the researchers conclusions and recommendations. The report should contain: synopsis methodology findings recommendations.
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The follow up
Follow up is done to determine if the findings of
the report are being implemented successfully.
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Who does marketing research?

the company's own staff outside organisations e.g. AC Nielson, BIS
Shrapnel and Roy Morgan Research.
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Chapter 3 Gathering Marketing Information

Managing marketing information

All organisations need information about the

The need for marketing information

competitive pressure expanding markets cost of mistakes

Marketing research is the interpretation of

The sources of marketing research

and sold by research firms, e.g. ABS or AC Nielsen.

system for providing continuous, scheduled and standardised marketing information.

The scope of marketing research

systems that enable marketers to quickly answer specific research questions.

Marketing research projects

include: the concept test customer-satisfaction surveys the copy test.

The six-step marketing research process

The six-step marketing research process (continued)

Primary data is gathered using:

Surveysgathering data by interviewing people

participate response error may occur.

should be short and to the point.

Quantitative and qualitative

Quantitative and qualitative

Questionnaire designthe right questions are the key

Collecting the data

Analyse data and report results

Follow up is done to determine if the findings of

the report are being implemented successfully.

Who does marketing research?

Shrapnel and Roy Morgan Research.

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