C H A P T E R

MARKETING RESEARCH 09

McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.

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

Marketing Research

LO1 Identify the five steps in the marketing research process.

LO2 Summarize the differences between secondary data and primary data.

LO3 Describe the various internal and external secondary data sources.

LO4 Describe the various primary data collection techniques.

LO5 Examine the circumstances under which collecting information on consumers is ethical.

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Domino’s

Courtesy Domino’s Pizza, LLC

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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

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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 Website

Ryan McVay/Getty Images

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The Marketing Research Process

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Step 1: Defining the 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: Data Collection Process

Secondary data Primary data

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External Secondary Data Syndicated Data

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External Secondary Data Scanner Research

Information Resources, Inc.

AC Nielsen

What if I reduce my price by 10%?

IRI Website

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External Secondary Data Panel Research

Group of consumers Survey 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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Step 3: Data Collection Techniques

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How can a firm use exploratory research to uncover consumers’ attitudes toward their

product/service?

Using Exploratory Research

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Conclusive Research Methods

Can be either:

Descriptive Experimental

Steve Cole/Getty Images

Photodisc Collection/Getty Images

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Data Collection Techniques

Exploratory Methods

Observation Social Media In-depth interview

Focus group

TheIdeaGroup Commercial

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Describing the benefits

• How could Ziploc use exploratory research to design this ad?

SC Johnson Co

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Check Yourself

1. What are the types of exploratory 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

Focus Group by Microsoft for Vista

AP Photo/Mary Altaffer

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Advantages and Disadvantages of Secondary and Primary Data

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Check Yourself

1. What are the types of conclusive research?

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

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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: Action Plan and Implementation

Executive Summary

Body

Conclusions

Limitations

Supplements including tables, figures, appendices

Digital Vision/Getty Images

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Debating Domestic Eavesdropping

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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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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?