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b y Suwattana Sawatasuk. Marketing Research. Marketing Research. The systematic design, collection, and analysis, and reporting of data relevant to a specific marketing situation facing an organization. Marketing Research Process. Defining the problem and research objectives
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by SuwattanaSawatasuk Marketing Research
Marketing Research • The systematic design, collection, and analysis, and reporting of data relevant to a specific marketing situation facing an organization.
Marketing Research Process • Defining the problem and research objectives • Developing the research plan for collecting information • Implementing the research plan—collecting and analyzing the data • Interpreting and reporting the findings
1. Defining the Problem and Research Objectives • What information is needed? • Set the research objectives: • To gather preliminary information that will help define problems and suggest hypotheses: exploratory research • To better describe marketing problems, situations, or market, such as the market potential for a product or demographics and attitudes of consumers who buy the product: descriptive research • To test hypotheses about cause-and-effect relationships: causal research
2. Developing the Research Plan • Researchers must determine the exact information needed, develop a plan for gathering it efficiently, and present the plan to management • Research plan consists of sources of existing data, specific research approaches, contact methods, sampling plans, gathering new data instruments • The research plan should be presented in a “written proposal”
Primary and Secondary Data • Primary data: information collected for the specific purpose at hand • Secondary data: information that already exists somewhere, having been collected for another purpose
2.1) Gathering Secondary Data • External information sources: commercial data services and government sources such as …
2.2) Primary Data Collection Research Approaches: • Observational research: gathering primary data by observing relevant people, actions, and situations • Ethnographic research:a form of observational research that involves sending trained observers to watch and interact with consumers in their “natural habitat”
2.2) Primary Data Collection (con’t) Research Approaches: • Survey research: gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior • Experiment research: gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses
2.2) Primary Data Collection (con’t) Contact Methods: • Mail, Telephone, and Personal interviewing • Focus group interviewing: personal interviewing that involves inviting six to ten people to gather for a few hours with a trained interviewer to talk about a product, service, or organization. The interviewer “focuses” the group discussion on important issues • Online Marketing Research: collecting primary data online through Internet surveys, online focus groups, Web-based experiments, or tracking consumers’ online behavior
2.2) Primary Data Collection (con’t) Sampling Plan: • Sample:a segment of the population selected for marketing research to represent the population as a whole • 3 decisions: • Whois to be surveyed (what sampling unit)? • How many people should be surveyed (what sample size)? • How should the people in the sample be chosen (what sampling procedure)?
2.2) Primary Data Collection (con’t) Research Instruments: • Questionnaires:closed-end questions, open-end questions • Mechanical instruments: checkout scanners, eye cameras
3. Implementing the Research Plan • Involves in collecting, processing, and analyzing the information
4. Interpreting and Reporting the Findings • Involving the interpretingthe findings, drawing conclusions, and reporting them to management
Customer Insight • Fresh understandings of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationships.
Customer Relationship Management (CRM) • Managing detailed information about individual customers and carefully managing customer “touch points” in order to maximize customer loyalty.
Project Assignment: Marketing Research • Define the problems & set the research objectives • Plan the research: • sources of existing data • specific research approaches • contact methods • sampling plans (who, how many, how) • gathering new data instruments
