Slide 1Chapter 9 Marketing Research And Information SystemsObjectivesMarketing ResearchBenefits Of Market ResearchThe Marketing Research ProcessIdentifying Need For Research = ProblemDefining ProblemDesigning the Research ProjectHypothesisTypes of ResearchResearch Exploratory vs. ConclusiveTypes Of Conclusive ResearchDescriptive ResearchExperimental ResearchReliability and ValidityDataSources Of Secondary DataMethods Of Collecting Primary DataSamplingProbability SamplesNonprobability SamplingSurvey MethodsComparison of the Four Basic Survey MethodsBenefits Of Personal InterviewTypes Of Personal InterviewsQuestionnaire ConstructionObservation MethodsInterpreting Research FindingsReporting FindingsTechnology And Information Gathering And AnalysisMarketing Information SystemsResources For Marketing InformationIssues In Marketing ResearchTop Marketing Research FirmsChapter 9Marketing Research And Information SystemsCopyright © Houghton Mifflin Company. All rights reserved. 9 | 3Objectives•Describe steps in conducting marketing research•Explore methods of gathering data for marketing research•Describe nature/role of information systems in marketing decision making•Understand how tools: databases, decision support systems, and the Internet facilitate marketing research•Identify key ethical and international considerations in marketing researchCopyright © Houghton Mifflin Company. All rights reserved. 9 | 4Marketing ResearchThe systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities.Marketresearch.comCopyright © Houghton Mifflin Company. All rights reserved. 9 | 5Benefits Of Market Research•Facilitates strategic planning•Assess opportunities/threats•Ascertain potential for success•Determine feasibilityCopyright © Houghton Mifflin Company. All rights reserved. 9 | 6The MarketingResearch ProcessCopyright © Houghton Mifflin Company. All rights reserved. 9 | 7Identifying NeedFor Research = Problem•Departure from normal function•Typical problems requiring research•Discover reasons for exceeding goals•Identify/define opportunities or changesCopyright © Houghton Mifflin Company. All rights reserved. 9 | 8Defining Problem•Nature/scope of situation•Clear definition of need•Determine precisely what research is to determine•How will research be used?Copyright © Houghton Mifflin Company. All rights reserved. 9 | 9Designing the Research ProjectResearch Design – an overall plan for obtaining the information needed to address a research problem or issue.Copyright © Houghton Mifflin Company. All rights reserved. 9 | 10HypothesisAn informed guess or assumption about a certain problem or set of circumstances.Copyright © Houghton Mifflin Company. All rights reserved. 9 | 11Types of Research•Exploratory Research – research conducted to gather more information about a problem or to make a tentative hypothesis more specific•Conclusive Research – research designed to verify insights through objective procedures and to help marketers in making decisionsCopyright © Houghton Mifflin Company. All rights reserved. 9 | 12ResearchExploratory vs. ConclusiveCopyright © Houghton Mifflin Company. All rights reserved. 9 | 13Types OfConclusive Research•Descriptive- clarifies characteristics of certain phenomena to solve a particular problem•Experimental- allows marketers to make casual inferences about relationshipsCopyright © Houghton Mifflin Company. All rights reserved. 9 | 14Descriptive Research•Demand prior knowledge•Assume problem/issue is clearly defined•Some require statistical analysis and predictive tools•Marketer’s task–Choose adequate methods–Measure dataCopyright © Houghton Mifflin Company. All rights reserved. 9 | 15Experimental Research•Allows marketers to make causal deductions•Requires–Independent variable–Dependent variable•Provides strong evidence of cause and effectCopyright © Houghton Mifflin Company. All rights reserved. 9 | 16Reliability and Validity•Reliability – identical results produced in repeated trials of the same research technique•Validity – research method measuring what it is supposed to measureCopyright © Houghton Mifflin Company. All rights reserved. 9 | 17Data•Primary – observed/recorded or collected directly from respondents•Secondary – compiled both inside and outside the organization for some purpose other than the current investigationCopyright © Houghton Mifflin Company. All rights reserved. 9 | 18Sources Of Secondary Data•Organization’s database•Accounting records•Competitive information•Trade associations•Periodicals•Gov’t publications•Unpublished sources•Online databasesCopyright © Houghton Mifflin Company. All rights reserved. 9 | 19Methods OfCollecting Primary Data•Population- all elements, units or individuals of interest to researchers for a specific study•Sample- limited number of units chosen to represent the characteristics of a total populationCopyright © Houghton Mifflin Company. All rights reserved. 9 | 20Sampling•Population – elements, units, or individuals of interest to researchers for a specific study•Sample – a limited number of units chosen to represent the total population•Sampling – selecting representative units from a total populationCopyright © Houghton Mifflin Company. All rights reserved. 9 | 21Probability Samples•Probability – every element in the population has a known chance of being selected for study–Random- all units in a population have an equal chance of appearing in the sample–Stratified- population is divided into common attributes and random sample chosen within each groupCopyright © Houghton Mifflin Company. All rights reserved. 9 | 22Nonprobability Sampling•Nonprobability- more subjective than probability because no way to calculate likelihood specific element will be chosen–Quota- researchers divide population into groups then arbitrarily choose from each groupCopyright © Houghton Mifflin Company. All rights reserved. 9 | 23Survey Methods•Mail – respondents answer questionnaire through mail•Telephone – respondents’ answers are recorded by interviewer on the phone•Online – respondents answer questionnaire via e-mail or website•Personal Interview Surveys – participants respond to survey questions face to faceSample Mail SurveySample