K Slides 4 MKTG Research 2022

MIS & Marketing Research
TOPIC 4 |MIS & MARKETING RESEARCH
Developing Marketing Information
Marketers obtain information from:
Internal data
Marketing intelligence
Marketing research
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Internal Data
Internal databases are collections of consumer and market information
obtained from data sources within the company network.

Competitive Marketing Intelligence
Competitive marketing intelligence is the systematic collection and
analysis of publicly available information about consumers, competitors, and
developments in the marketing environment.
Marketing Research
Step 2: Develop the Research Plan

(1 of 6)
• Data sources
• Secondary data vs. primary data
Developing the Research Plan
Secondary data is information that already exists somewhere, having been

collected for another purpose.
Primary data is information collected for the specific purpose at hand.
Marketing Research
Gathering Secondary Data
Disadvantages
Advantages
- data may not be
Lower cost Relevant
Obtained quickly Accurate
Cannot collect Current
otherwise
Impartial
Marketing Research
Primary Data Collection
Research Approaches
Research Instruments
Sampling Plan
Contact Methods

(2 of 6)
• Primary Research approaches

‒ Observational research
‒ Focus group research
‒ Survey research
‒ Behavioral research

(3 of 6)
• Research instruments
• Questionnaires
• Qualitative measures
• Technological devices
Table 4.1 Types of Questions
[Table 4.1 continued]
Qualitative Measures TOPIC 4 |MIS & MARKETING RESEARCH
• Word association
• Projective techniques
• Brand personification
• Visualization
Step 2: Develop the Research Plan TOPIC 4 |MIS & MARKETING RESEARCH
(4 of 6)
• Technological
devices
• Galvanometer
• Eye-tracking
• Facial detection
• Skin sensors
• Brain wave
scanners
• Audiometer
• GPS

(5 of 6)
• Sampling plan
• Sampling unit: Whom should we survey?
• Sample size: How many people should we survey?
• Sampling procedure: How should we choose the respondents?
Step 2: Develop the Research TOPIC 4 |MIS & MARKETING RESEARCH
Plan (6 of 6)
• Contact methods
• Mail
• Telephone
• Personal
• Online
• Advantages • Disadvantages
• Inexpensi • Small
ve • Skewed
• Expansive • Excessive
• Fast turnover
• Honest • Technological
• Thoughtfu problems
l • Technological
• Versatile inconsistencies
• Step 3: Collect the Information

• Step 4: Analyze the Information
• Step 5: Present the Findings
• Step 6: Make the Decision
Good Marketing Research (1 of 2)

Table 4.2 The Seven Characteristics of good
Marketing Research
1. Scientific method Effective marketing research uses the principles of the scientific
method: careful observation, formulation of hypotheses, prediction,
and testing.
2. Research creativity In an award-winning research study to reposition cheetos snacks,
researchers dressed up in a brand mascot Chester Cheetah suit and
walked around the streets of San Francisco. The response the
Character encountered led to the realization that even adults loved
the fun and playfulness of Cheetos. The resulting repositioning led to
a double-digit sales increase despite a tough business environment.
3. Multiple methods Marketing researchers shy away from overreliance on any one
method. They also recognize the value of using two or three methods
to increase confidence in the results.
4. Interdependence of Marketing researchers recognize that data are interpreted from
models and data underlying models that guide the type of information sought.
Good Marketing Research (2 of 2)

[Table 4.2 continued]
5. Value and cost of Marketing researchers shoe concern for estimating the value of
information information against its cost. Costs are typically easy to
determine, but the value of research is harder to quantify. It
depends on the reliability and validity of the findings and
management’s willingness to accept and act on those findings.
6. Healthy Marketing researchers show a healthy skepticism toward glib
scepticism assumptions made by managers about how a market works.
They are alert to the problems caused by “marketing myths.”
7. Ethical marketing Marketing research benefits both the sponsoring company and
its customers. The misuse of marketing research can harm or
annoy consumers, increasing resentment at what consumers
regard as an invasion of their privacy or a disguised sales pitch.
The End

K Slides 4 MKTG Research 2022

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MIS & Marketing Research

TOPIC 4 |MIS & MARKETING RESEARCH

Developing Marketing Information

Marketers obtain information from:

Developing Marketing Information

Developing Marketing Information

Step 2: Develop the Research Plan

Developing the Research Plan

Secondary data is information that already exists somewhere, having been

Gathering Secondary Data

Step 2: Develop the Research Plan

• Primary Research approaches

Step 2: Develop the Research Plan

Table 4.1 Types of Questions

[Table 4.1 continued]

Step 2: Develop the Research Plan

• Step 3: Collect the Information

Good Marketing Research (1 of 2)

Good Marketing Research (2 of 2)

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