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1、chapter 4,Marketing Research and Information Systems,Harcourt,Inc.,Dr.Rosenbloom,Objectives,Understand the most commonly used market research methods to explain changing consumer,competitor and channel behaviorExplain the basic market research processDescribe a number of methods of studying consumer
2、s,Dr.Rosenbloom,Objectives,Understand how new technology such as scanners and the Web is revolutionizing market researchQuestion the validity of survey researchKnow where to start looking for secondary data,Dr.Rosenbloom,Objectives,Evaluate current and potential competitorsUnderstand the importance
3、of studying the history of the marketUnderstand the principles of channel research,Dr.Rosenbloom,Marketing Decision Support System,Collection of internal and external dataMarketing information system and storageDissemination of information to decision-makersIntegration of data into company objective
4、s/plans,Dr.Rosenbloom,Research Process,PresentFindings,AnalyzeInformation,PrimaryResearch,Quick PrimaryResearch,SecondaryResearch,DefineProblem,ProblemRecognition,Dr.Rosenbloom,Consumer Research,Qualitative observation researchCustomer visits in business-to-business marketingFocus group researchElec
5、tronic observational researchDecision support systemsConsumer survey researchSecondary data analysis,Dr.Rosenbloom,Qualitative Observation Research,Voice of the customer,Consumer Research,Hands-on consumer research,Motivational research,Dr.Rosenbloom,Qualitative Observation Research,Consumer Researc
6、h,Expression of the preferences,opinions and motivations of the customer,Voice of the customer,Hands-on consumer research,Motivational research,Dr.Rosenbloom,Qualitative Observation Research,Consumer Research,Conducted by direct observation by managers of the way current customers use specific produ
7、cts and brands,Motivational research,Voice of the customer,Hands-on consumer research,Dr.Rosenbloom,Qualitative Observation Research,Consumer Research,Research method directed at discovering the conscious or subconscious reason that motivates a persons behavior,Voice of the customer,Motivational res
8、earch,Hands-on consumer research,Dr.Rosenbloom,Customer Visits in Business-to-Business Marketing,Consumer Research,Dr.Rosenbloom,Focus Group Research,Consumer Research,A focus group is a carefully recruited group of Six to twelve people who participate in a free wheeling,One to two hour discussion t
9、hat focuses on a particular Subject,such as product usage,shopping habits,etc.,Dr.Rosenbloom,Electronic Observational Research,Consumer Research,Bar-coding and scanning,Dr.Rosenbloom,Decision Support Systems,Consumer Research,A decision support system(DSS)is a set of computerSoftware programs that h
10、elp managersMake marketing mix decisions.,Dr.Rosenbloom,Decision Support Systems,Consumer Research,Bozell,Incorporated,Unisys Infosystems,Dr.Rosenbloom,Decision Support Systems,Consumer Research,Customer sends in warranty card,enters sweepstakes,etc.Permission is given to to record and use informati
11、on for direct marketing,Database elements are specified(name,address,hobbies,etc.)The source of record and data are added,Record is added to database using database management software(e.g.,Microsoft Access),Target segment is specified and deep-segmentation statistical analysis identifies hobbies,in
12、terest,usage situation,and promotion preferences,Most appealing direct-marketing campaign is designed to promote most appealing products and features to target segment,Database is updated,recording response of customer to campaign,1,2,3,4,5,6,Dr.Rosenbloom,Components of a System,Decision Support Sys
13、tem,Dissemination to decision makers,Marketing Database,Dr.Rosenbloom,Marketing Database,Decision Support System,Internal componentsSales analysisCost analysisFinancial records,Dr.Rosenbloom,Consumer Survey Research,Consumer Research,Dr.Rosenbloom,Consumer Survey Research,Consumer Research,The consi
14、stency of measurement over time,Validity,Reliability,Dr.Rosenbloom,Consumer Survey Research,Consumer Research,The accuracy in measuring what is intended to be measured,Reliability,Validity,Dr.Rosenbloom,Secondary Research,Consumer Research,www.stat-,www.census.gov,Dr.Rosenbloom,Competitor Research,R
15、esearch Market History,Audit Current Competitors,Dr.Rosenbloom,Competitor Research,Researching the history of the marketIdentifies the marketing mix and productdimensions on which sellers have competed strong,Research Market History,Audit Current Competitors,Dr.Rosenbloom,Levels of Competition,Compe
16、titor Research,Target Segment Competition:Diet Colas,Product Category Competition:Soft Drinks,Core Benefit Competition:Beverages,Budget Competition:Food and Entertainment,Fast Food,Baseball Cards,Ice Cream,Wine,Bottled Water,Coffee,Juice,Beer,Fruit Colas,Lemon Limes,Regular Colas,Diet-Rite Cola,Diet
17、 Pepsi,Diet Coke,Dr.Rosenbloom,Current and Potential Competition,Competitor Research,Threat of new entrants,including those resulting from mergers and takeovers,Distributors who work to make you more competitive or play you against your competition,Suppliers who work to make you more competitive or
18、play you against your competition,Threat through vertical integration or encouraging new entry,Threat through vertical integration or encouraging new entry,Threat through joint venturing or encouraging entry,Threat through joint venturing if suppliers product/services are involved,Competition among
19、current rivals,Substitute threats,Dr.Rosenbloom,Competitor Research,Audit Current Competitors,Research Market History,Auditing current competitorsIdentification of rivals from which you are gaining business and to which you are losing business,Dr.Rosenbloom,New Competitive Threats Audit,Competitor R
20、esearch,Dr.Rosenbloom,A Competitive Analysis Template,Competitor Research,Audit Current Competitors,Research Market History,Evaluate w/respect to:Financial PositionMarket PositionProduct PositionPrice PositionInbound LogisticsProduction ProcessOutbound LogisticsTrade RelationsAdvertising&PromotionsS
21、ales Force Process,Dr.Rosenbloom,Channel Research,Dr.Rosenbloom,AMA Definition of Marketing Research,Specifies the information neededDesigns the method of collecting informationManages and implements the data collection processAnalyzes the results Communicates the findings and implications,Dr.Rosenb
22、loom,Types of Marketing Research Firms,Syndicated Service FirmsFull-Service Research firms,Dr.Rosenbloom,Types of Marketing Research Firms,Collect and distribute for many firmsFirms share the costExamples:A.C.Nielson,J.D.Powers,Simmons,Arbitron,Syndicated Service Firms,Dr.Rosenbloom,Types of Marketi
23、ng Research Firms,Collect and distribute for one clientClient assumes entire cost of projectResearch firm takes over marketing research function on behalf of client,Full-Service Research Firms,Dr.Rosenbloom,The Marketing Research Process,Feedback,Define the problem,Research design,Data collection,An
24、alysis,interpretation and presentation,Dr.Rosenbloom,Problem Definition,The Marketing Research Process,Well defined problems are half solvedHelp set research objectives Help define data collection process,Dr.Rosenbloom,Exploratory Research,The Marketing Research Process,Helps gain understanding of t
25、he research questionAids in understanding the cause(s)of the problemDiscuss the problem with informed sources-customers,suppliers,etc.Analyze internal records and data,Dr.Rosenbloom,The Marketing Research Process,Feedback,Research design,Data collection,Analysis,interpretation and presentation,Defin
26、e the problem,Dr.Rosenbloom,Research Design,The Marketing Research Process,Master plan for researchIdentifies the need for primary versus secondary data,Dr.Rosenbloom,Research Design,The Marketing Research Process,Primary DataInformation or statistics collected for the first time during a marketing
27、research study,Secondary DataPreviously published data,Dr.Rosenbloom,Sources of Primary Data,The Marketing Research Process,Survey MethodTelephone interviewsMail surveysPersonal interviewsFocus group interviews,ObservationMethodObservational studies are conducted by actually viewing objects,events,a
28、nd/or a persons behavior,Dr.Rosenbloom,Sources of Primary Data,The Marketing Research Process,Experimental Method,In experiments the researcher manipulates one or more of the marketing mix variables and compares the effect on the experimental group to a control group that did not receive the manipul
29、ation,Dr.Rosenbloom,Sources of Secondary Data,The Marketing Research Process,Government DataCensus of PopulationCensus of HousingCensus of BusinessCensus of ManufacturersCensus of AgricultureCensus of MineralsCensus of Governments,Internal DataIncludes sales analysis reports,financial performance re
30、ports,cost analysis,product profit/loss statements,etc.,Dr.Rosenbloom,Sources of Secondary Data,The Marketing Research Process,Research Firm DataMany private organizations provide information for the marketing executive e.g.trade associations,advertising agencies,“Survey of Buying Power.”,Dr.Rosenbl
31、oom,The Marketing Research Process,Feedback,Analysis,interpretation and presentation,Define the problem,Research design,Data collection,Dr.Rosenbloom,Sampling Techniques,The Marketing Research Process,PopulationTotal group that the researcher wants to study,CensusCollection of data from all possible
32、 sources in a population or universe,Dr.Rosenbloom,Sampling Techniques,The Marketing Research Process,Probability Sample,Sampling techniques where respondents have a known(nonzero)chance of being chosen,Dr.Rosenbloom,Sampling Techniques,The Marketing Research Process,Probability Sample,Simple Random
33、 Sample,Probability sample where researchers choose respondents from a complete list of the population,Dr.Rosenbloom,Sampling Techniques,The Marketing Research Process,Probability sample where researchers divide the complete population list into groups and then use single random sampling techniques
34、on the subgroups,Probability Sample,Simple Random Sample,Stratified Sample,Dr.Rosenbloom,Sampling Techniques,The Marketing Research Process,Probability Sample,Simple Random Sample,Stratified Sample,Cluster Sample,Probability sample where researchers randomly choose areas of geographic clusters befor
35、e random cluster selection,Dr.Rosenbloom,Sampling Techniques,The Marketing Research Process,Arbitrary sampling technique where respondents have an unknown or zero chance of being chosen for the sample,Nonprobability Sample,Dr.Rosenbloom,Sampling Techniques,The Marketing Research Process,Nonprobabili
36、ty sample where researches choose respondents based on ease of availability of respondents,Nonprobability Sample,Convenience Sample,Dr.Rosenbloom,Sampling Techniques,The Marketing Research Process,Nonprobability sample where researchers conveniently match characteristics in the population with quota
37、s,Nonprobability Sample,Quota Sample,Convenience Sample,Dr.Rosenbloom,Sampling Techniques,The Marketing Research Process,Nonprobability sample based on arbitrary judgments by the researcher,Nonprobability Sample,Convenience Sample,Quota Sample,Judgement Sample,Dr.Rosenbloom,The Marketing Research Process,Feedback,Define the problem,Research design,Data collection,Analysis,interpretation and presentation,Dr.Rosenbloom,Analysis,Interpretation,and Presentation,The Marketing Research Process,Must present findings in clear,understandable mannerCommunicate properly with audience,
