Decision Support Systems And Marketing Research
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Decision Support Systems and Marketing Research
Chapter 7
Prepared by Deborah Baker Texas Christian University Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
1
Learning Objectives 1. Explain the concept and purpose of a marketing decision support system. 2. Define marketing research and explain its importance to marketing decision making. 3. Describe the steps involved in conducting a marketing research project.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
2
Learning Objectives (continued) 4. Discuss the profound impact of the Internet on marketing research. 5. Discuss the growing importance of scanner-based research. 6. Explain the concept of competitive intelligence.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
3
1
Learning Objective
On OnLine Line http://www.fws.gov http://www.fws.gov http://www.duckstamp.com http://www.duckstamp.com
Explain the concept and purpose of a marketing decision support system.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
4
1
Decision Support System
An interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
5
1
DSS System Characteristics Interactive Interactive Flexible Flexible
Characteristics Characteristics of of aa DSS DSS System System
Discovery-Oriented Discovery-Oriented
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
Accessible Accessible
6
1
Database Marketing
The creation of a large computerized file of customers’ and potential customers’ profiles and purchase patterns.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
7
2
Learning Objective
Define marketing research and explain its importance to marketing decision making.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
8
2
Marketing Research
The process of planning, collecting, and analyzing data relevant to a marketing decision.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
9
2
Roles of Marketing Research
Descriptive
Gathering and presenting factual statements
Diagnostic
Explaining data
Predictive
Attempting to estimate the results of a planned marketing decision
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
10
2 On OnLine Line http://british-airways.com http://british-airways.com
Management Uses of Marketing Research
Improve the quality of decision making Trace problems Focus on keeping existing customers Understand the ever-changing marketplace
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
11
3
Learning Objective
Describe the steps involved in conducting a marketing research project.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
12
3
The Marketing Research Process Define Define Problem Problem Plan Plan Design/ Design/ Primary Primary Data Data
Follow Follow Up Up
Specify Specify Sampling Sampling Procedure Procedure
Prepare/ Prepare/ Present Present Report Report
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
Collect Collect Data Data
Analyze Analyze Data Data
13
3
Marketing Research Marketing Marketing Research Research Problem Problem
Determining Determining what what information information is is needed needed and and how how that that information information can can be be obtained obtained efficiently efficiently and and effectively. effectively.
Marketing Marketing Research Research Objective Objective
The The specific specific information information needed needed to to solve solve aa marketing marketing research research problem; problem; the the objective objective should should provide provide insightful insightful decision-making decision-making information. information.
Management Management Decision Decision Problem Problem
A A broad-based broad-based problem problem that that requires requires marketing marketing research research in in order order for for managers managers to to take take proper proper actions. actions.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
14
3
Secondary Data
Data previously collected for any purpose other than the one at hand.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
15
3
Sources of Secondary Data Internal Internal Corporate Corporate Information Information Government Government Agencies Agencies Trade Trade and and Industry Industry Associations Associations Marketing Marketing Research Research Firms Firms Commercial Commercial Publications Publications News News Media Media Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
16
3
Advantages of Secondary Data
Saves time and money if on target Aids in determining direction for primary data collection Pinpoints the kinds of people to approach Serves as a basis of comparison for other data Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
17
3
Disadvantages of Secondary Data
May not be on target with the research problem Quality and accuracy of data may pose a problem
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
18
3 On OnLine Line http://www.coca-colastore.com http://www.coca-colastore.com
The New Age of Secondary Information: The Internet
Search Engines and Directories
www
Sites of Interest to Marketing Researchers Discussion Groups Periodical, Newspaper, and Book Databases
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
19
3
Research Design
Specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
20
3
Planning the Research Design
Which Which research research questions questions must must be be answered? answered?
??
How How and and when when will will data data be be gathered? gathered?
How How will will the the data data be be analyzed? analyzed?
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
21
3
Primary Data
Information collected for the first time. Can be used for solving the particular problem under investigation.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
22
3
Advantages of Primary Data
Answers a specific research question Data are current Source of data is known Secrecy can be maintained
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
23
3
Disadvantages of Primary Data Expensive Quality declines if interviews are lengthy Reluctance to participate in lengthy interviews
Disadvantages Disadvantages are are usually usually offset offset by by the the advantages advantages of of primary primary data! data!
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
24
3
Survey Research
The most popular technique for gathering primary data in which a researcher interacts with people to obtain facts, opinions, and attitudes.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
25
3
Forms of Survey Research
On OnLine Line http:/www.hersheys.com http:/www.hersheys.com
In-Home In-Home Interviews Interviews
Mail Mail Surveys Surveys
Mall Mall Intercept Intercept Interviews Interviews
Executive Executive Interviews Interviews
Telephone Telephone Interviews Interviews
Focus Focus Groups Groups
(Home (Home and and Central Central Location) Location)
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
26
3
Mall Intercept Interview
Survey research method that involves interviewing people in the common areas of shopping malls.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
27
3
Executive Interviews
A type of survey that involves interviewing businesspeople at their offices concerning industrial products or services.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
28
3
Focus Group
Seven to ten people who participate in a group discussion led by a moderator.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
29
Advantages of On-Line Focus Groups
3
Speed Cost-effectiveness Broad geographic scope Accessibility Honesty Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
30
3
Characteristics of Traditional Forms of Survey Research
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
31
3
Questionnaire Design Open-Ended Open-Ended Question Question
An An interview interview question question that that encourages encourages an an answer answer phrased phrased in in respondent’s respondent’s own own words. words.
An An interview interview question question that that asks asks Closed-Ended Closed-Ended the respondent to make a selection the respondent to make a selection Question Question from from aa limited limited list list of of responses. responses.
ScaledScaledResponse Response Question Question
A A closed-ended closed-ended question question designed designed to to measure measure the the intensity intensity of of aa respondent’s respondent’s answer. answer.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
32
Types of Questions in Questionnaire Design
3
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
33
3
Questionnaire Design
On OnLine Line http://www.createsurvey.com http://www.createsurvey.com
Clear Clear and and Concise Concise No No Ambiguous Ambiguous Language Language Qualities Qualities of of Good Good Questionnaires Questionnaires Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
Unbiased Unbiased Reasonable Reasonable Terminology Terminology 34
3
Observation Research
On OnLine Line http://www.bmiltd.com http://www.bmiltd.com
A research method that relies on three types of observation: people
watching people
people
watching an activity
machines
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
watching people
35
3
Observational Situations
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
36
3
Observation Research People People Watching Watching People People
Types Types of of Observation Observation Research Research
People People Watching Watching an anActivity Activity Machines Machines Watching Watching People People
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
Mystery MysteryShoppers Shoppers One-Way One-WayMirrors Mirrors
Audits Audits
Traffic TrafficCounters Counters Passive PassivePeople PeopleMeter Meter
37
3
Mystery Shoppers
Researchers posing as customers who gather observational data about a store and collect data about customer/employee interactions.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
38
3
Experiment
A method a researcher uses to gather primary data.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
39
3
Sampling Procedure
Sample Sample
A A subset subset from from aa large large population. population.
Universe Universe
The The population population from from which which aa sample sample will will be be drawn. drawn.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
40
3
Probability Samples
Probability Probability Sample Sample Random Random Sample Sample
A A sample sample in in which which every every element element in in the the population population has has aa known known statistical statistical likelihood likelihood of of being being selected. selected. A A sample sample arranged arranged so so that that every every element element of of the the population population has has an an equal equal chance chance of of being being selected. selected.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
41
3
Nonprobability Samples
Nonprobability Nonprobability Sample Sample
Any Any sample sample in in which which little little or or no no attempt attempt is is made made to to get get aa representative representative cross-section cross-section of of the the population. population.
Convenience Convenience Sample Sample
A A form form of of nonprobability nonprobability sample sample using using respondents respondents who who are are convenient convenient or or readily readily accessible accessible to to the the researcher. researcher.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
42
3
Sampling Procedure
Universe
Sample Probability Probability Samples Samples Non-Probability Non-Probability Samples Samples
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
43
3
Types of Samples Probability Probability Samples Samples
Non-Probability Non-Probability Samples Samples
Simple Random Sample
Convenience Sample
Stratified Sample
Judgment Sample
Cluster Sample
Quota Sample
Systematic Sample
Snowball Sample
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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3
Types of Samples
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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3
Types of Errors Error Error when when there there is is aa difference difference Measurement Measurement between the information desired and the between the information desired and the Error Error information information provided provided by by research research
Sampling Sampling Error Error
Error Error when when aa sample sample somehow somehow does does not not represent represent the the target target population. population.
Frame Frame Error Error
Error Error when when aa sample sample drawn drawn from from aa population population differs differs from from the the target target population. population.
Random Random Error Error
Error Error because because the the selected selected sample sample is is an an imperfect imperfect representation representation of of the the overall overall population. population.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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3
Field Service Firm
On OnLine Line http://www.greenfieldonline.com http://www.greenfieldonline.com
A firm that specializes in interviewing respondents on a subcontracted basis.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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3
Field Service Firms
Provide: Focus group facilities Mall intercept locations Test product storage Kitchen facilities Retail audits Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
48
3
Cross-Tabulation
A method of analyzing data that lets the analyst look at the responses to one question in relation to the responses to one or more other questions.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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3
Preparing and Presenting the Report Concise statement of the research objectives Explanation of research design Summary of major findings Conclusion with recommendations Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
50
3
Following Up Were the recommendations followed? Was sufficient decision-making information included in the report? What could have been done to make the report more useful to management?
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
51
4
Learning Objective
Discuss the profound impact of the Internet on marketing research.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
52
4
Impact of the Internet
Allows better and faster decision making
Improves ability to respond quickly to customer needs and market shifts
Makes follow-up studies and research easier
Slashes labor- and time-intensive research activities
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
53
4
Advantages of Internet Surveys Rapid Rapid development, development, Real-time Real-time reporting reporting Reduced Reduced costs costs Personalized Personalized questions questions and and data data Improved Improved respondent respondent participation participation Contact Contact with with the the hard-to-reach hard-to-reach Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
54
4
Internet Samples Unrestricted A Unrestricted A survey survey in in which which anyone anyone with with aa computer Internet computer and and modem modem can can fill fill out out Internet the the questionnaire. questionnaire. Sample Sample Screened Screened Internet Internet Sample Sample
An An Internet Internet sample sample with with quotas quotas based based on on desired desired sample sample characteristics. characteristics.
Recruited Recruited Internet Internet Sample Sample
A A sample sample in in which which respondents respondents are are prerecruited prerecruited and and must must qualify qualify to to participate. participate.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
55
4
Other Uses of the Internet by Marketing Researchers Distribution Distribution of of requests requests for for Proposals Proposals (RFPs) (RFPs) and and proposals proposals Collaboration Collaboration in in the the management management of of aa research research project project Data Data management management and and on-line on-line analysis analysis Publication Publication and and distribution distribution of of reports reports Viewing Viewing of of presentations presentations of of marketing marketing research research surveys surveys Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
56
5
Learning Objective
Discuss the growing importance of scanner-based research.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
57
5
Scanner-Based Research A system for gathering information from a single group of respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and the things they buy.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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5
When Should Marketing Research be Conducted?
Where there is a high level of uncertainty When value of research information exceeds the cost of generating the information
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
59
6
Learning Objective
Explain the concept of competitive intelligence.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
60
6
Competitive Intelligence
On OnLine Line http://www.scip.org http://www.scip.org
An intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
61
6
Competitive Intelligence
Can help identify a competitor’s advantage Can help determine how the competitor’s advantage was achieved
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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Advantages of Competitive Intelligence
6
Predict changes in business relationships
Identify marketplace opportunities
Guard against threats
Forecast a competitor’s strategy
Discover new or potential competitors
Learn from the success or failure of others
Learn about new technologies and impact of government regulations
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
63
Sources of Competitive Intelligence
6 Internet Internet
UCC UCC Filings Filings
Company Company Personnel Personnel
Suppliers Suppliers
Experts Experts
Newspapers/Periodicals Newspapers/Periodicals
CI CI Consultants Consultants
Yellow Yellow Pages Pages
Government Government Agencies Agencies
Trade Trade Shows Shows
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
64
Chapter 7
Prepared by Deborah Baker Texas Christian University Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
1
Learning Objectives 1. Explain the concept and purpose of a marketing decision support system. 2. Define marketing research and explain its importance to marketing decision making. 3. Describe the steps involved in conducting a marketing research project.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
2
Learning Objectives (continued) 4. Discuss the profound impact of the Internet on marketing research. 5. Discuss the growing importance of scanner-based research. 6. Explain the concept of competitive intelligence.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
3
1
Learning Objective
On OnLine Line http://www.fws.gov http://www.fws.gov http://www.duckstamp.com http://www.duckstamp.com
Explain the concept and purpose of a marketing decision support system.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
4
1
Decision Support System
An interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
5
1
DSS System Characteristics Interactive Interactive Flexible Flexible
Characteristics Characteristics of of aa DSS DSS System System
Discovery-Oriented Discovery-Oriented
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
Accessible Accessible
6
1
Database Marketing
The creation of a large computerized file of customers’ and potential customers’ profiles and purchase patterns.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
7
2
Learning Objective
Define marketing research and explain its importance to marketing decision making.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
8
2
Marketing Research
The process of planning, collecting, and analyzing data relevant to a marketing decision.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
9
2
Roles of Marketing Research
Descriptive
Gathering and presenting factual statements
Diagnostic
Explaining data
Predictive
Attempting to estimate the results of a planned marketing decision
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
10
2 On OnLine Line http://british-airways.com http://british-airways.com
Management Uses of Marketing Research
Improve the quality of decision making Trace problems Focus on keeping existing customers Understand the ever-changing marketplace
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
11
3
Learning Objective
Describe the steps involved in conducting a marketing research project.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
12
3
The Marketing Research Process Define Define Problem Problem Plan Plan Design/ Design/ Primary Primary Data Data
Follow Follow Up Up
Specify Specify Sampling Sampling Procedure Procedure
Prepare/ Prepare/ Present Present Report Report
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
Collect Collect Data Data
Analyze Analyze Data Data
13
3
Marketing Research Marketing Marketing Research Research Problem Problem
Determining Determining what what information information is is needed needed and and how how that that information information can can be be obtained obtained efficiently efficiently and and effectively. effectively.
Marketing Marketing Research Research Objective Objective
The The specific specific information information needed needed to to solve solve aa marketing marketing research research problem; problem; the the objective objective should should provide provide insightful insightful decision-making decision-making information. information.
Management Management Decision Decision Problem Problem
A A broad-based broad-based problem problem that that requires requires marketing marketing research research in in order order for for managers managers to to take take proper proper actions. actions.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
14
3
Secondary Data
Data previously collected for any purpose other than the one at hand.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
15
3
Sources of Secondary Data Internal Internal Corporate Corporate Information Information Government Government Agencies Agencies Trade Trade and and Industry Industry Associations Associations Marketing Marketing Research Research Firms Firms Commercial Commercial Publications Publications News News Media Media Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
16
3
Advantages of Secondary Data
Saves time and money if on target Aids in determining direction for primary data collection Pinpoints the kinds of people to approach Serves as a basis of comparison for other data Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
17
3
Disadvantages of Secondary Data
May not be on target with the research problem Quality and accuracy of data may pose a problem
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
18
3 On OnLine Line http://www.coca-colastore.com http://www.coca-colastore.com
The New Age of Secondary Information: The Internet
Search Engines and Directories
www
Sites of Interest to Marketing Researchers Discussion Groups Periodical, Newspaper, and Book Databases
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
19
3
Research Design
Specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
20
3
Planning the Research Design
Which Which research research questions questions must must be be answered? answered?
??
How How and and when when will will data data be be gathered? gathered?
How How will will the the data data be be analyzed? analyzed?
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
21
3
Primary Data
Information collected for the first time. Can be used for solving the particular problem under investigation.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
22
3
Advantages of Primary Data
Answers a specific research question Data are current Source of data is known Secrecy can be maintained
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
23
3
Disadvantages of Primary Data Expensive Quality declines if interviews are lengthy Reluctance to participate in lengthy interviews
Disadvantages Disadvantages are are usually usually offset offset by by the the advantages advantages of of primary primary data! data!
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
24
3
Survey Research
The most popular technique for gathering primary data in which a researcher interacts with people to obtain facts, opinions, and attitudes.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
25
3
Forms of Survey Research
On OnLine Line http:/www.hersheys.com http:/www.hersheys.com
In-Home In-Home Interviews Interviews
Mail Mail Surveys Surveys
Mall Mall Intercept Intercept Interviews Interviews
Executive Executive Interviews Interviews
Telephone Telephone Interviews Interviews
Focus Focus Groups Groups
(Home (Home and and Central Central Location) Location)
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
26
3
Mall Intercept Interview
Survey research method that involves interviewing people in the common areas of shopping malls.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
27
3
Executive Interviews
A type of survey that involves interviewing businesspeople at their offices concerning industrial products or services.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
28
3
Focus Group
Seven to ten people who participate in a group discussion led by a moderator.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
29
Advantages of On-Line Focus Groups
3
Speed Cost-effectiveness Broad geographic scope Accessibility Honesty Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
30
3
Characteristics of Traditional Forms of Survey Research
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
31
3
Questionnaire Design Open-Ended Open-Ended Question Question
An An interview interview question question that that encourages encourages an an answer answer phrased phrased in in respondent’s respondent’s own own words. words.
An An interview interview question question that that asks asks Closed-Ended Closed-Ended the respondent to make a selection the respondent to make a selection Question Question from from aa limited limited list list of of responses. responses.
ScaledScaledResponse Response Question Question
A A closed-ended closed-ended question question designed designed to to measure measure the the intensity intensity of of aa respondent’s respondent’s answer. answer.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
32
Types of Questions in Questionnaire Design
3
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
33
3
Questionnaire Design
On OnLine Line http://www.createsurvey.com http://www.createsurvey.com
Clear Clear and and Concise Concise No No Ambiguous Ambiguous Language Language Qualities Qualities of of Good Good Questionnaires Questionnaires Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
Unbiased Unbiased Reasonable Reasonable Terminology Terminology 34
3
Observation Research
On OnLine Line http://www.bmiltd.com http://www.bmiltd.com
A research method that relies on three types of observation: people
watching people
people
watching an activity
machines
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
watching people
35
3
Observational Situations
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
36
3
Observation Research People People Watching Watching People People
Types Types of of Observation Observation Research Research
People People Watching Watching an anActivity Activity Machines Machines Watching Watching People People
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
Mystery MysteryShoppers Shoppers One-Way One-WayMirrors Mirrors
Audits Audits
Traffic TrafficCounters Counters Passive PassivePeople PeopleMeter Meter
37
3
Mystery Shoppers
Researchers posing as customers who gather observational data about a store and collect data about customer/employee interactions.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
38
3
Experiment
A method a researcher uses to gather primary data.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
39
3
Sampling Procedure
Sample Sample
A A subset subset from from aa large large population. population.
Universe Universe
The The population population from from which which aa sample sample will will be be drawn. drawn.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
40
3
Probability Samples
Probability Probability Sample Sample Random Random Sample Sample
A A sample sample in in which which every every element element in in the the population population has has aa known known statistical statistical likelihood likelihood of of being being selected. selected. A A sample sample arranged arranged so so that that every every element element of of the the population population has has an an equal equal chance chance of of being being selected. selected.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
41
3
Nonprobability Samples
Nonprobability Nonprobability Sample Sample
Any Any sample sample in in which which little little or or no no attempt attempt is is made made to to get get aa representative representative cross-section cross-section of of the the population. population.
Convenience Convenience Sample Sample
A A form form of of nonprobability nonprobability sample sample using using respondents respondents who who are are convenient convenient or or readily readily accessible accessible to to the the researcher. researcher.
Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
42
3
Sampling Procedure
Universe
Sample Probability Probability Samples Samples Non-Probability Non-Probability Samples Samples
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Types of Samples Probability Probability Samples Samples
Non-Probability Non-Probability Samples Samples
Simple Random Sample
Convenience Sample
Stratified Sample
Judgment Sample
Cluster Sample
Quota Sample
Systematic Sample
Snowball Sample
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Types of Samples
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Types of Errors Error Error when when there there is is aa difference difference Measurement Measurement between the information desired and the between the information desired and the Error Error information information provided provided by by research research
Sampling Sampling Error Error
Error Error when when aa sample sample somehow somehow does does not not represent represent the the target target population. population.
Frame Frame Error Error
Error Error when when aa sample sample drawn drawn from from aa population population differs differs from from the the target target population. population.
Random Random Error Error
Error Error because because the the selected selected sample sample is is an an imperfect imperfect representation representation of of the the overall overall population. population.
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Field Service Firm
On OnLine Line http://www.greenfieldonline.com http://www.greenfieldonline.com
A firm that specializes in interviewing respondents on a subcontracted basis.
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Field Service Firms
Provide: Focus group facilities Mall intercept locations Test product storage Kitchen facilities Retail audits Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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Cross-Tabulation
A method of analyzing data that lets the analyst look at the responses to one question in relation to the responses to one or more other questions.
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Preparing and Presenting the Report Concise statement of the research objectives Explanation of research design Summary of major findings Conclusion with recommendations Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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Following Up Were the recommendations followed? Was sufficient decision-making information included in the report? What could have been done to make the report more useful to management?
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Learning Objective
Discuss the profound impact of the Internet on marketing research.
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Impact of the Internet
Allows better and faster decision making
Improves ability to respond quickly to customer needs and market shifts
Makes follow-up studies and research easier
Slashes labor- and time-intensive research activities
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Advantages of Internet Surveys Rapid Rapid development, development, Real-time Real-time reporting reporting Reduced Reduced costs costs Personalized Personalized questions questions and and data data Improved Improved respondent respondent participation participation Contact Contact with with the the hard-to-reach hard-to-reach Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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Internet Samples Unrestricted A Unrestricted A survey survey in in which which anyone anyone with with aa computer Internet computer and and modem modem can can fill fill out out Internet the the questionnaire. questionnaire. Sample Sample Screened Screened Internet Internet Sample Sample
An An Internet Internet sample sample with with quotas quotas based based on on desired desired sample sample characteristics. characteristics.
Recruited Recruited Internet Internet Sample Sample
A A sample sample in in which which respondents respondents are are prerecruited prerecruited and and must must qualify qualify to to participate. participate.
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Other Uses of the Internet by Marketing Researchers Distribution Distribution of of requests requests for for Proposals Proposals (RFPs) (RFPs) and and proposals proposals Collaboration Collaboration in in the the management management of of aa research research project project Data Data management management and and on-line on-line analysis analysis Publication Publication and and distribution distribution of of reports reports Viewing Viewing of of presentations presentations of of marketing marketing research research surveys surveys Chapter 7 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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Learning Objective
Discuss the growing importance of scanner-based research.
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Scanner-Based Research A system for gathering information from a single group of respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and the things they buy.
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When Should Marketing Research be Conducted?
Where there is a high level of uncertainty When value of research information exceeds the cost of generating the information
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Learning Objective
Explain the concept of competitive intelligence.
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Competitive Intelligence
On OnLine Line http://www.scip.org http://www.scip.org
An intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors.
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Competitive Intelligence
Can help identify a competitor’s advantage Can help determine how the competitor’s advantage was achieved
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Advantages of Competitive Intelligence
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Predict changes in business relationships
Identify marketplace opportunities
Guard against threats
Forecast a competitor’s strategy
Discover new or potential competitors
Learn from the success or failure of others
Learn about new technologies and impact of government regulations
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Sources of Competitive Intelligence
6 Internet Internet
UCC UCC Filings Filings
Company Company Personnel Personnel
Suppliers Suppliers
Experts Experts
Newspapers/Periodicals Newspapers/Periodicals
CI CI Consultants Consultants
Yellow Yellow Pages Pages
Government Government Agencies Agencies
Trade Trade Shows Shows
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