Mc g h g&l chap010
- 1. 10-1 © 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. CHAPTER Marketing Research 10 Copyright © 2014 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
- 2. 10-2 L E A R N I N G O B J E C T I V E S © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 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 LO1 LO2 LO3 LO4 LO5
- 3. 10-3 © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. The Marketing Research Process Defining the objectives and research needs Designing the research Data collection process Analyzing data and developing insights Action plan and implementation
- 4. 10-4 © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Step 1: Defining Objectives and Research Needs What information is needed to answer specific research questions? How should that information be obtained?
- 5. 10-5 © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Step 2: Designing the Research Type of data Type of research
- 6. 10-6 © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Step 3: Data Collection Process Secondary data Primary data
- 7. 10-7 © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Converting data into information to explain, predict and/or evaluate a particular situation. Step 4: Analyzing Data and Developing Insights ©GettyImages
- 8. 10-8 © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Step 5: Action Plan and Implementation Executive Summary Body Conclusions Limitations Supplements including tables, figures, appendices Digital Vision/Getty Images
- 9. 10-9 © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. CHECK YOURSELF 1. What are the steps in the marketing research process? 2. What is the difference between data and information?
- 10. 10-10 © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. External Secondary Data Syndicated Data Scanner Research Panel Research
- 11. 10-11 © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Internal Secondary Data Data Warehouse Data Mining
- 12. 10-12 © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. CHECK YOURSELF 1. What is the difference between internal and external secondary research?
- 13. 10-13 © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Qualitative versus Quantitative Data Collection Techniques Data collection research Qualitative research Quantitative research
- 14. 10-14 © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. CHECK YOURSELF 1. What are the types of qualitative research?
- 15. 10-15 © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 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
- 16. 10-16 © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. CHECK YOURSELF 1. What are the types of quantitative research? 2. What are the advantages and disadvantages of primary and secondary research?
- 17. 10-17 © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. The Ethics of Using Customer Information Strong ethical orientation Adhere to ethical practices
- 18. 10-18 © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 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?
- 19. 10-19 Return to slide © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Data are raw numbers or other factual information that, on their own, have limited value to marketers. Glossary
- 20. 10-20 Return to slide © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Experimental research is a type of quantitative research that systematically manipulates one or more variables to determine which variables have a causal effect on another variable. Glossary
- 21. 10-21 Return to slide © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Marketing research consists of a set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data that can aid decision makers involved in marketing goods, services, or ideas. Glossary
- 22. 10-22 Return to slide © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Panel research is a type of quantitative research that involves collecting information from a group of consumers (the panel) over time. Glossary
- 23. 10-23 Return to slide © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Scanner research is a type of quantitative research that uses data obtained from scanner readings of UPC codes at check-out counters. Glossary
- 24. 10-24 Return to slide © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. A survey is a systematic means of collecting information from people that generally uses a questionnaire. Glossary
- 25. 10-25 Return to slide © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Syndicated data are data available for a fee from commercial research firms such as Information Resources Inc. (IRI), National Purchase Diary Panel, and ACNielsen. Glossary