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CHAPTER

MARKETING RESEARCH

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L E A R N I N G O B J E C T I V E S

Identify the five steps in the marketing research process.

Describe the various secondary data sources.

Describe the various primary data collection techniques.

Summarize the differences between secondary data and primary data.

Examine the circumstances under which collecting information on consumers is ethical.

Marketing Research

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LO5

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Disney

Ron S Buskirk/Alamy

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McDonald’s Makeover

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Market Research Outcome

What might have Chef Boyardee learned in research to design this product and this print ad?

Ad Courtesy of ConAgra Foods

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Marketing Research

Collecting Recording Analyzing Interpreting Decision Making

DATA

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What Would You Do?

• He has just finished giving a successful presentation to a major client.

• The client has asked for a list of companies that participated in the study and copies of all the completed surveys.

Meet Aaron, a marketing researcher:

CASRO

Ryan McVay/Getty Images

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The Marketing Research Process

Defining the objectives and research needs

Designing the research

Collecting the data

Analyzing data and

developing insights

Developing and implementing an

action plan

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Step 1: Defining Objectives and Research Needs

What information is needed to answer specific research

questions?

How should that information be

obtained?

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Step 2: Designing the Research

Type of data Type of research

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Step 3: Collecting the Data

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Converting data into information to explain, predict and/or evaluate a particular situation.

Step 4: Analyzing Data and Developing Insights

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Step 5: Developing and Implementing an Action Plan

Executive Summary

Body

Conclusions

Limitations

Supplements including tables, figures, appendices

Digital Vision/Getty Images

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CHECK YOURSELF

1. What are the steps in the marketing research process?

2. What is the difference between data and information?

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External Secondary DataSyndicated Data

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External Secondary DataScanner Research

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External Secondary DataPanel Research

Group of consumersSurvey or sales receipts

What are they buying

or not buying?

©BananaStock/PunchStock

Flying Colours Ltd/Getty Images

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Internal Secondary Data

Data Warehouse

Data Mining

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CHECK YOURSELF

1. What is the difference between internal and external secondary research?

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Qualitative versus QuantitativeData Collection Techniques

Datacollectionresearch

Qualitative research

Observation In-Depth interviews

Focus groups Social media

Quantitative research

Experiments Survey

Scanner Panel

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Data Collection

Qualitative Research

Observation Social Media In-depth interview Focus group

In-Store TrackingAnalytics

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Describing the benefits

How could Ziploc use qualitative research to design this ad?

SC Johnson Co

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CHECK YOURSELF

1. What are the types of qualitative research?

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Survey Research

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Web Surveying

Response rates are relatively high

Respondents may lie less

It is inexpensive Results are

processed and received quickly

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How do firms successfully use web surveying?

Using Web Surveying

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Experimental Research

AP Photo/Mary Altaffer

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Advantages and Disadvantages of Secondary and Primary Data

Type Examples Advantages Disadvantages

Secondary Research

Primary Research

Census data Sales invoices Internet information Books Journal articles Syndicated data

Saves time in collecting data because they are readily available

Free or inexpensive (except for syndicated data)

May not be precisely relevant to information needs

Information may not be timely Sources may not be original,

and therefore usefulness is an issue

Methodologies for collecting data may not be appropriate

Data sources may be biased

Observed consumer behavior Focus group interviews Surveys Experiments

Specific to the immediate data needs and topic at hand Offers behavioral insights generally not available from secondary research

Costly Time consuming Requires more sophisticated training and experience to

design study and collect data

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CHECK YOURSELF

1. What are the types of quantitative research?

2. What are the advantages and disadvantages of primary and secondary research?

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Debating Domestic Eavesdropping

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The Ethics of Using Customer Information

Strong ethical orientation Adhere to ethical practices

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CHECK YOURSELF

1. Under what circumstances is it ethical to use consumer information in marketing research?

2. What challenges do technological advances pose for the ethics of marketing research?