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CHAPTER 4 Marketing Information and Research

CHAPTER 4 Marketing Information and Research

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CHAPTER 4 Marketing Information and Research

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  1. M A R K E T I N G Real People, Real Choices CHAPTER 4Marketing Information and Research

  2. Chapter Objectives • Understand the role of the Marketing Information System in decision making • Describe the marketing research process • Understand the differences among exploratory, descriptive, & causal research, & describe some research techniques available to marketers

  3. Chapter Objectives • Describe the different types of data collection methods & types of samples that researchers use • Understand the growing use of online research

  4. Knowledge is Power • A Marketing Information System (MIS) determines what information managers need & then gathers, sorts, analyzes, stores, & distributes relevant & timely marketing information to users • Marketing Research - process of collecting, analyzing, & interpreting data about customers, competitors, & the environment to improve decisions

  5. Marketing Research Data • Syndicated research reports • secondary data collected by firms on a regular basis • Sold • Custom research reports • primary data collected to provide answers to specific questions

  6. Step 1: Define the Problem • Specify the research objectives • Identify the consumer population of interest • Place the problem in an environmental context

  7. Step 2: Determine the Design • Can the information be acquired from existing data? • If so, secondary data sources will be utilized • If not, primary research will be necessary

  8. Exploratory Research • Generally qualitative data • May take several forms • Consumer interviews • Focus groups • Case studies • Ethnography • Projective techniques

  9. Descriptive Research • Utilizes a large sample of participants • Generally quantitative data • Designs • Cross-sectional design involves the systematic collection of information from one or more samples of respondents at one point in time • Longitudinal design tracks the responses of the same sample of respondents over time

  10. Causal Research • Attempts to understand cause-and-effect relationships • Factors that might cause a change are independent variables while the variables that are affected are dependent variables • Experimental design allows researchers to control possible explanations for the effect

  11. Step 3: Choose the Data Collection Method • Communication • Mail questionnaires • Telephone interviews • Face-to-face interviews • Online questionnaires • Observation • Personal • Mechanical

  12. Advantages Respondents feel anonymous Low cost Good for ongoing research Disadvantages Slow return speed Low response rates Inflexible questionnaire Length of survey is limited Mail Questionnaires

  13. Advantages Fast High flexibility in questioning Low cost Limited interviewer bias Disadvantages Decreasing levels of cooperation Limited questionnaire length Consumers screen calls Telephone Interviews

  14. Advantages Flexibility of questioning Long questionnaires possible Can help explain questions Can use visuals Disadvantages High cost Interviewer bias possible Time requirements are high Face-to-Face Interviews

  15. Advantages Instant data collection Flexible question patterns Low cost No interviewer bias Access regardless of geographic location Disadvantages Unclear who is responding No assurance of honesty Limited questionnaire length Limitations inherent with self-selected samples Online Questionnaires

  16. Observation • Personal observation • traffic analysis • recording how products are used • Unobtrusive measures • pantry checks • garbage search • Mechanical observation • people meters

  17. Step 4: Design the Sample • Probability samples • each member of population has an equal chance of being included in the sample • allows for inferences to be made about the population • Non-probability samples • unequal chance of being included in the sample (convenience sample) • limits inferences to the population

  18. Steps 5 & 6: Implementation • Step 5: Collect the data • May encounter special problems • Step 6: Analyze and interpret the data • Enter, clean, & code data • Choose appropriate techniques for analysis • Interpret analysis by drawing inferences from the results

  19. Step 7: Prepare the Research Report • Executive summary • A description of research methods • Discussion of results • Limitations of study • Conclusions & recommendations