CHAPTER 4 Marketing Information and Research - PowerPoint PPT Presentation

Loading...

PPT – CHAPTER 4 Marketing Information and Research PowerPoint presentation | free to download - id: 59a77e-NTk3N



Loading


The Adobe Flash plugin is needed to view this content

Get the plugin now

View by Category
About This Presentation
Title:

CHAPTER 4 Marketing Information and Research

Description:

M A R K E T I N G Real People, Real Choices CHAPTER 4 Marketing Information and Research Chapter Objectives Understand the role of the Marketing Information System in ... – PowerPoint PPT presentation

Number of Views:91
Avg rating:3.0/5.0
Slides: 20
Provided by: tracy2
Category:

less

Write a Comment
User Comments (0)
Transcript and Presenter's Notes

Title: CHAPTER 4 Marketing Information and Research


1
CHAPTER 4 Marketing Information and Research
M A R K E T I N G
Real People, Real Choices
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
Mail Questionnaires
  • Advantages
  • Respondents feel anonymous
  • Low cost
  • Good for ongoing research
  • Disadvantages
  • Slow return speed
  • Low response rates
  • Inflexible questionnaire
  • Length of survey is limited

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

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

15
Online Questionnaires
  • 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

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
About PowerShow.com