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Consumers Rule

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Title: Consumers Rule


1
Marketing Research Gathering, Analyzing, and
Using Information
2
Chapter Objectives
  • marketing information system
  • MIS
  • marketing decision support system
  • MDSS
  • 7 steps in the marketing research process

3
Chapter Objectives
  • research types
  • exploratory, descriptive, and casual
  • data-collection methods and
  • research samples
  • online research

4
Knowledge is Power
  • Accurate, up to date, relevant information
  • the fuel that runs the marketing engine

5
The Marketing Information System
  • Determines what information marketing managers
    need, then gathers, sorts, analyzes, stores, and
    distributes information to system users

Figure 4.2
6
Internal Company Data
  • Information from within the company
  • to produce reports on the results of sales and
    marketing activities
  • Intranet
  • internal corporate communications network
  • links company departments, employees, and
    databases.

7
Marketing Intelligence
  • Monitoring everyday sources
  • using mystery shoppers
  • Futurists specialize in predicting consumer trends

8
Marketing Research
  • Collecting, analyzing, and interpreting data
    about customers, competitors, and the business
    environment to improve marketing effectiveness
  • Syndicated research
  • Research that can be purchased
  • Custom research
  • Conducted specifically for one purpose one
    company

9
Acquired Databases
  • From other companies
  • Annual reports
  • Government databases
  • U.S. Census data
  • Misuse of databases
  • do-not-call lists
  • antispam laws

10
Marketing Decision Support Systems
  • MDSS data plus analysis and interactive software
    allow marketing managers to access MIS data and
    conduct analyses

Figure 4.3
11
Searching for Gold Data Mining
  • After the fact, post-hoc analysis
  • sift through data
  • to identify unique patterns of behavior
  • among different customer groups

12
Value Uses of Data Mining
  • Customer acquisition
  • Customer retention and loyalty
  • Customer abandonment
  • Market basket analysis

13
Steps in Marketing Research Process
  • Step 1 - Define research problem
  • Step 2 - Determine research design
  • Step 3 Methodology
  • Step 4 Sampling
  • Step 5 Collecting data
  • Step 6 Analysis Interpretation of data
  • Step 7 Write research report

14
Steps in the Marketing Research Process
  • Step 1 Define the research problem
  • Specifying research objectives
  • Identifying consumer population of interest
  • Placing the problem in an environmental context

15
Steps in the Marketing Research Process
  • Step 2
  • Determine the Research Design
  • Specifying what information
  • marketers will collect and
  • what type of study they will do

16
Figure 4.5Marketing Research Design
17
Secondary vs. Primary Research
  • Secondary data
  • collected for some purposes
  • other than the problem at hand
  • Primary data
  • collected directly from respondents
  • to specifically address the question at hand

18
Secondary Research Web Sites
19
Exploratory (Qualitative) Research
  • generate insights for future, more rigorous
    studies
  • one-on-one discussions
  • with consumers
  • Focus group
  • a product-oriented discussion
  • among a small group of consumers

20
Exploratory (Qualitative) Research
  • Projective techniques
  • participants respond to some object
  • Case study
  • comprehensive examination of a particular firm
  • Ethnography (phenomenology)
  • Marketers visit homes or participate in consumer
    activities to learn how products are used

Wild Planet Video
21
Descriptive (Quantitative) Research
  • systematic Probes into problem
  • Bases conclusions
  • on large numbers of observations
  • Results typically expressed in quantitative terms
  • (averages, percentages, other stats)
  • Cross-sectional design
  • Longitudinal design

22
Causal Research
  • Cause-and-effect relationships
  • a change in one thing
  • causes a change in something else

23
Causal Research
  • Independent (cause) vs. dependent (change in
    outcome) variables
  • Experiments
  • test to predict relationships among variables
  • in a controlled environment

24
Step3 in Marketing Research Process
  • Choose Method for Collecting
  • Primary Data
  • Survey Methods
  • interview respondents
  • Questionnaires
  • loosely, moderately, or completely structured

25
Questionnaires
  • Mail questionnaires
  • Telephone interviews
  • Face-to-face interviews
  • Online questionnaires

26
Observational Methods
  • Observation
  • data collection where researcher
  • records consumers behaviors,
  • often without their knowledge
  • Personal observation
  • Mechanical observation
  • Unobtrusive measures

27
Data QualityGarbage In, Garbage Out so what?
  • How much faith should marketing managers place in
    research?
  • Validity
  • Reliability
  • Representativeness

28
STOP HERE
  • Finish up chapter 4 on Tuesday
  • Cookie Research on Tuesday
  • Start on Chapter 5 on Tuesday, too
  • Consumer behavior (which will tie into chapter 4)

29
Online Research
  • Information gathered via consumer surfing and Web
    site/email/chat room questionnaires/focus groups
  • Cookies allow a Web sponsor to track a surfers
    moves

30
Online Research Applications
  • New product development
  • Estimating market response
  • Exploratory research (online focus groups)
  • IM (Instant Messaging)

31
Advantages of Online Data Collection
  • The same amount of data in a fraction of the time
  • Convenience of survey completion
  • Elimination of interviewer bias and data entry
    errors

32
Disadvantages of Online Data Collection
  • Non-representativeness of respondents
  • Limited computer access for poor and elderly
  • Self-selection bias (people who like to take part
    in online studies)
  • Hackers and competitors influencing/intercepting
    results

33
Step 4 Design the Sample
  • Probability sample
  • Each member of the population has some known
    chance of being included
  • Sample is representative of population, and
    inferences about population are justified
  • - Simple random sampling
  • - Systematic sampling
  • - Stratified sampling

34
Step 4 Design the Sample (contd)
  • Nonprobability sample
  • Personal judgment used in selecting respondents
  • Some members of population have no chance of
    being included
  • No way to ensure that sample is representative of
    population
  • Christine next two should be lower-level
    (black)
  • Convenience sampling
  • Quota sampling

35
Step 5 Collect the Data
  • Challenges to gathering data in foreign
    countries
  • Differences in sophistication of research
    operations
  • Infrastructure/transportation challenges
  • Lack of phones
  • Low literacy rates
  • Local customs and cultural differences
  • Language translation difficulties

36
Step 6 Analyze andInterpret the Data
  • Data need analysis for them to have meaning
  • Tabulation arranging data in a table or other
    summary form to get a broad picture of overall
    responses
  • Cross-tabulation examining the data by subgroups
    to see how results vary between categories

37
Table 4.4 Data Tabulation and Cross-Tabulation
Tables
38
Step 7 Prepare the Research Report
  • Executive summary
  • Description of research methodology
  • Discussion of results including tabulations,
    cross-tabulations
  • Limitations of study
  • Conclusions and recommendations

39
THE END
40
Discussion
  • What is your overall attitude toward marketing
    research?
  • Do you think it is a beneficial activity from a
    consumers perspective?
  • Or do you think it merely gives marketers new
    insights on how to convince consumers to buy
    something they really dont want or need?

41
Real People, Real Choices
  • Plan-it Marketing (Cindy Turgate)
  • Cindy chose option 3 conduct viability study
    with both qualitative exploratory study and
    confirmatory quantitative study
  • Priceline.com was launched nationally in April
    1998, and it continues to flourish

42
Marketing Plan Exercise
  • Select a company that makes a product you use.
    For the firm you selected
  • Define one specific problem it could address
    through marketing research
  • What type of research design do you recommend for
    addressing that problem, and why?
  • What is the most appropriate way to collect the
    data? Justify your choice
  • How will you ensure high validity, reliability,
    and representativeness of the data?
  • Design an appropriate sampling plan

43
Keeping it Real Fast Forward to Next Class
Decision Time at Wild Planet
  • Meet Danny Grossman, CEO and founder of Wild
    Planet Toys.
  • Room Gear a product line that lets kids decorate
    their rooms met with sharply different gender
    appeals
  • The decision the future direction of the Room
    Gear line

44
Real People, Real Choices
  • Meet Cindy Turgate at Plan-it Marketing, a
    marketing research firm
  • Priceline needed help in planning its business.
    Would its name-your-own-price strategy fly?
  • The decision What marketing research strategy
    would maximize results within a reasonable
    budget?
  • Option 1 conduct exploratory qualitative study
  • Option 2 conduct quantitative survey of 700
    leisure and business travelers
  • Option 3 conduct viability study with both
    qualitative exploratory study and confirmatory
    quantitative study

45
Group Activity
  • Break into small groups and pick a product
    category of interest
  • Assume a company wants to create a new or
    modified product to compete for market share in
    that category
  • Create a couple of questions for a focus group
    moderator to guide discussion
  • Each group sits with another group and takes
    turns conducting an informal focus group

46
Discussion
  • Are you willing to divulge personal information
    to marketing researchers?
  • How much are you willing to tell?
  • Where would you draw the line?

47
Group Activity
  • In small groups, choose a topic below and analyze
    the advantages and disadvantages of mail
    questionnaires, telephone interviews,
    face-to-face interviews, and online
    questionnaires
  • The amount of sports nutrition drinks consumed in
    a city
  • Why a local bank has been losing customers
  • What local doctors would like to see changed in
    hospitals
  • Consumers attitudes toward several sports
    celebrities

48
Discussion
  • Do you think marketers should have to right to go
    through a competitors garbage? Is it ethical?

49
Discussion
  • Do you think marketers should be allowed to
    conduct market research with young children? Why
    or why not?

50
Reality TV Group Activity
  • Each group comes up with a new Reality TV show
  • Design a short survey to get information to help
    you develop the best show
  • Hand it out to your classmates to complete
  • Use the information to create your show
  • Describe your thoughts, feelings, and behaviors
    during this activity

51
Marketing in Action CaseYou Make the Call
  • What is the decision facing Acxiom?
  • What factors are important in understanding this
    decision situation?
  • What are the alternatives?
  • What decision(s) do you recommend?
  • What are some ways to implement your
    recommendation?

52
Discussion
  • Why wouldnt you select all the individuals or
    elements of a population to be in your study?

53
Group Activity
  • Break into small groups and choose one of the
    following countries. Generate a list of
    difficulties a firm would expect to encounter
    when developing plans for marketing research
  • South Africa
  • Spain
  • China
  • Saudi Arabia
  • Canada
  • Argentina
  • Australia
  • Germany
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