Gathering Primary Data - McGraw Hill Higher Education

McGraw-Hill/Irwin

Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved.

LEARNING OBJECTIVES (LO) After reading Chapter 8, you should be able to:

LO1

Identify the reason for conducting marketing research.

LO2

Describe the five-step marketing research approach that leads to marketing actions.

LO3

Explain how secondary and primary data are used in marketing. 1-2

Marketing Research

LEARNING OBJECTIVES (LO) After reading Chapter 8, you should be able to:

LO4

LO5

Discuss the uses of observations, questionnaires, panels, and experiments. Explain how information technology and data mining link massive amounts of marketing information to meaningful marketing actions.

1-3

From Customer Insights to Actions

Singha Understanding Beer Drinkers Better

1-4

Opening Story – Singha Beer

Marketing Research Roles & Reasons

LO1



What is Marketing Research?



Why is Good Marketing Research Difficult, Especially with Kids?



Five-Step Marketing Research Approach to Making Better Decisions 1-5

Reasons for Marketing Research

FIGURE 8-1 Five-step marketing research approach leading to marketing actions

LO2

1-6

The Five Step Marketing Research Approach

Step 1: Problem Definition Setting Research Objectives

LO2



Exploratory Research



Descriptive Research



Causal Research

1-7

The Five Step Marketing Research Approach

Step 1: Problem Definition Setting Research Objectives



Measures of Success

Measure of Success: Brand Attitude

Possible Marketing Actions

• Higher brand attitude scores with local “What Time Is It?” advertising theme

• Continue with the local “What Time Is It?” advertising theme

• Higher brand attitude scores with the global “Tiger: Unravel the Secret” advertising theme.

• Adopt the new global “Tiger: Unravel the Secret” advertising theme

LO2

1-8

The Five Step Marketing Research Approach

Step 1: Problem Definition Setting Research Objectives

Measure of Success: Brand Attitude

Possible Marketing Actions

• Higher brand attitude scores with local “What Time Is It?” advertising theme

• Continue with the local “What Time Is It?” advertising theme

• Higher brand attitude scores with the global “Tiger: Unravel the Secret” advertising theme.

• Adopt the new global “Tiger: Unravel the Secret” advertising theme

LO2

1-9

The Five Step Marketing Research Approach

Step 2: Research Plan Development Planning Stage

LO2



Specify Constraints



Identify Data Needed for Marketing Actions

1-10

The Five Step Marketing Research Approach

Step 2: Research Plan Development How to collect data?



Concepts • New-Product Concept



Methods • Sampling

• Probability Sampling • Nonprobability Sampling

• Statistical Inference LO2

1-11

The Five Step Marketing Research Approach

Step 3: Info/Data Collection Data

LO3



Data



Secondary Data



Primary Data 1-12

The Five Step Marketing Research Approach (ii): Primary & Secondary Data

FIGURE 8-2 Types of marketing information

LO3

1-13

The Five Step Marketing Research Approach (ii): Primary & Secondary Data

Step 3: Info/Data Collection Secondary Data (Internal)



Internal • Sales Breakdowns

• Customer Inquiries/ Complaints LO3

1-14 8-14

The Five Step Marketing Research Approach (ii): Primary & Secondary Data

Step 3: Info/Data Collection Secondary Data (External)



External • Census Bureau • Trade Associations • Business Periodicals

• Syndicated Services • Scanner Data LO3

1-15

The Five Step Marketing Research Approach (ii): Primary & Secondary Data

Useful Internet Databases for Marketers Going Online



Online Databases

LexisNexis

ProQuest



Statistical & Financial Data

The Wall Street Journal

Bloomberg

Investor’s Business Daily

FISonline

Google

ASEAN Secretariat



LO3

Portals & Search Engines

1-16

The Five Step Marketing Research Approach (ii): Primary & Secondary Data

Step 3: Info/Data Collection Advantages/Disadvantages of Secondary Data



Advantages • Time Savings • Inexpensive



Disadvantages • Out of Date • Definitions/Categories Not Right

• Not Specific Enough LO3

1-17

The Five Step Marketing Research Approach (ii): Primary & Secondary Data

Step 3: Info/Data Collection Primary Data (Observing Behaviour)



Mechanical Observation • Observational Data

LO4

1-18

Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

FIGURE 8-4 Nielsen Television Index Ranking Report for network primetime-TV for the week of May 16-22, 2011

LO4

1-19

Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

How do you do marketing research for teenagers?

LO4

1-20

Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

Step 3: Info/Data Collection Primary Data (Observing Behaviour)



Personal Observation • Mystery Shopper

• Videotaping

• Ethnographic Research LO4

1-21

Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

Step 3: Info/Data Collection Primary Data (Questioning Consumers)



Questionnaire Data



Idea Generation Methods • Individual Interviews

• Depth Interviews LO4

1-22

Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

Step 3: Info/Data Collection Primary Data (Questioning Consumers)



Idea Generation Methods

• Focus Groups

• “Fuzzy Front End” LO4

1-23

Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

Step 3: Info/Data Collection Primary Data (Questioning Consumers)



LO4

Idea Evaluation Methods • Personal Interview Surveys

• Telephone Surveys

• Mail/Fax Surveys

• E-Mail/ Internet Surveys

• Mall Intercept Interview Surveys

1-24

Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

Step 3: Info/Data Collection Primary Data (Question Formats)

LO4



Open-Ended Questions



Closed-End or Fixed Alternative Questions



Dichotomous Questions



Semantic Differential Questions



Likert Scale Questions 1-25

Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

FIGURE 8-4 Typical problems in wording questions

LO4

1-26

Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

FIGURE 8-5A Different types of questions featured in a sample Wendy’s survey (Q1-Q5)

LO4

1-27

Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

FIGURE 8-5A (Q1) Sample Wendy’s survey: Open-ended question

LO4

8-28

Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

FIGURE 8-5A (Q2) Sample Wendy’s survey: Dichotomous question

LO4

8-29

Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

FIGURE 8-5A (Q3) Sample Wendy’s survey: Multiple choice question

LO4

8-30

Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

FIGURE 8-5A (Q4) Sample Wendy’s survey: Attitudinal question

LO4

8-31

Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

FIGURE 8-5A (Q5) Sample Wendy’s survey: Semantic differential scale question

LO4

8-32

Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

FIGURE 8-5A Different types of questions featured in a sample Wendy’s survey (Q6-Q9)

LO4

1-33

Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

FIGURE 8-5B (Q6) Sample Wendy’s survey: Likert scale question

LO4

8-34

Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

FIGURE 8-5B (Q7) Sample Wendy’s survey: Media behavior question

LO4

8-35

Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

FIGURE 8-5B (Q8) Sample Wendy’s survey: Usage behavior question

LO4

8-36

Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

FIGURE 8-5B (Q9) Sample Wendy’s survey: Demographic questions

LO4

8-37

Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

Step 3: Info/Data Collection Primary Data (Panels & Experiment)



Panels



Experiments • Independent Variable: The Cause • Dependent Variable: The Result • Test Markets

LO4

1-38

Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

Step 3: Info/Data Collection Advantages & Disadvantages Primary Data



Advantage • More Specific to the Problem



Disadvantages • Expensive • Time Consuming to Collect

LO4

1-39

Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

Using Marketing Dashboards Making Sense of Consumer Data

LO4

1-40

Gathering Primary Data: Observations, Questionnaires , Panels & Experiments

Step 3: Info/Data Collection Using Info Technology to Trigger Marketing Actions



The Marketing Manager’s View of Sales Drivers • Controllable Marketing Mix Factors • Uncontrollable Environmental Forces



Need to Distinguish Between: • Data (Facts & Figures)

LO5

• Information (Interpreted Data that Leads to Marketing Actions)

1-41

Utilizing Information & Data to make Marketing Actions

Step 3: Info/Data Collection Using Info Technology to Trigger Marketing Actions



Key Elements of an Information System • Information Technology • Data Warehouse • Sensitivity Analysis

LO5

1-42

Utilizing Information & Data to make Marketing Actions

FIGURE 8-6 How researchers use information technology to turn data into action

LO5

1-43

Utilizing Information & Data to make Marketing Actions

Step 3: Info/Data Collection Using Info Technology to Trigger Marketing Actions



Data Mining: A New Approach to Searching the Data Ocean • Data Mining

• RFID Technology LO5

1-44

Utilizing Information & Data to make Marketing Actions

Step 4: Developing Findings Making Sense and Use of the Data



Analyze the Data • How are Sales? • What Factors Contribute to Sales Trends?



LO5

Present the Findings 1-45

Utilizing Information & Data to make Marketing Actions

FIGURE 8-7 Marketing dashboards that present findings to Tony’s marketing manager that leads to recommendations and actions

LO5

1-46

Utilizing Information & Data to make Marketing Actions

FIGURE 8-9A Findings presented to Tony’s marketing manager

LO5

8-47

Utilizing Information & Data to make Marketing Actions

FIGURE 8-9B Findings presented to Tony’s marketing manager

LO5

8-48

Utilizing Information & Data to make Marketing Actions

FIGURE 8-9C Findings presented to Tony’s marketing manager

LO5

8-49

Utilizing Information & Data to make Marketing Actions

FIGURE 8-9D Findings presented to Tony’s marketing manager

LO5

8-50

Utilizing Information & Data to make Marketing Actions

Step 5: Taking Marketing Actions 5 Step Marketing Approach



Make Action Recommendations



Implement the Action Recommendations



Evaluate the Results • Evaluate the Decision Itself • Evaluate the Decision Process Used

LO5

1-51

Utilizing Information & Data to make Marketing Actions