Giáo trình: Marketing Management_ Chapter 03
Tài liệu giáo trình môn Marketing management_ Chapter " Marketing Research ", dành cho sinh viên bậc đại học, cao học đang theo học các ngành kinh tế, marketing...
Marketing
Research
Chapter
3
3-1
Key Learning Points
The scope of marketing research activities
Where to find secondary sources of
information
Primary sources of marketing research
information
Developing estimates of market potential
Developing sales forecasts
The impact of the Internet on marketing
research
3-2
Marketing Research
Three Major Functions of Research
– Scanning for opportunities and threats.
• Markets, competitors, technology, and
regulatory, economic, political, social, and
cultural environments
– Risk assessment of future programs.
• Current customers, competitors’ customers,
nonusers
– Monitoring of current programs.
• Performance evaluation of all segments
3-3
Figure 3-1:
Overview of the
Marketing Research Process
3-4
Product & Service
Decisions
“Secondary information sources
are those that already exist and
were not developed for the
particular problem at hand.”
“Primary information sources are
those that are generated for the
particular problem being studied.”
- Russell S. Winer
3-5
Product & Service
The Research Process
Decisions
Key Decisions Sources
Data
Secondary Surveys Panels
– Internal – Personal – Continuous
– External – Phone reporting
Primary – Mail – Special
– Internet purpose
– Informal
– Scanner
– Qualitative Models and
Simulations Experiments
Observations
3-6
The Research Process
Internal Secondary Data Sources
– Internal sources of information
exist within the organization.
• Past marketing plans
• Sales call reports
• Transaction information
• Reverse engineering or
benchmarking reports
• Web site visitation information
3-7
The Research Process
Internal Secondary Data Sources
– Intranets share information in
multinational organizations
– Key problem with internal
information is obtaining
information in a usable format
– Territorialism can be a problem
when other departments are
unwilling to share information
3-8
The Research Process
External Secondary Data Sources
– Trade associations
– General business publications (e.g. Wall
Street Journal)
– Trade publications (e.g. Adweek)
– Academic publications (e.g. Journal of
Advertising)
– Corporate reports
– Government publications and census
3-9
Discussion Question
Visiting Yahoo! and
searching on the topic of
your choice will yield
thousands of “hits.”
Not all information posted
to the web is equally
reliable. What factors
would you consider in
evaluating the quality of
Click the graphic above to link to Yahoo! the secondary data?
3 - 10
The Research Process
Primary Data Sources
– Informal
• Not representative samples.
• Useful in helping to form hypotheses
to be tested via more formal research.
• Information should be obtained from
both channel members (wholesalers,
distributors, retailers) and users.
• Mystery shoppers
3 - 11
The Research Process
Primary Data Sources: Types of
Qualitative Research
– Phenomenological
• Seeks to understand how consumers use
products in everyday life
– Exploratory
• Used to generate hypotheses for further
testing
– Clinical
• Explores the motivation and reasoning
behind consumer purchasing behavior
3 - 12
The Research Process
Qualitative Research: Focus Groups
– May be used for exploratory, clinical, or
phenomenological purposes
– Small groups
(typically no more
than 12 people)
– Moderators guide
the discussion
and report results
3 - 13
The Research Process
Qualitative Research: Focus Groups
– Results are not generalizable
– Most misused research technique
– Videoconference,
telephone, and
web-based focus
groups are
increasing
3 - 14
The Research Process
Primary Research: Observations
and Ethnographic Research
– Observation research
• One-way mirrors
• In-home product audits
• Pupil dilation and physiological measures
– Ethnographic research
• Researchers are often trained in
anthropological training
– Virtual shopping
3 - 15
The Research Process
Primary Research: Surveys
– Questionnaires are administered as a
form of quantitative research
• Descriptive surveys are undertaken to
collect facts (e.g. describe demographic or
lifestyle characteristics of segment)
• Scientific surveys test hypotheses
– Key issues in survey design
• Sampling considerations
• Type of survey to be used
3 - 16
The Research Process
Sampling considerations
– Population or “universe” from which
the sample is drawn
• Biased samples are not representative;
results can not be generalized
– Sampling method
• Random (probability) samples are preferred
as each member of the population has a
known, nonzero chance of being selected
– Nonresponse bias can also damage the
validity of the results
3 - 17
The Research Process
High cost
Survey Types High degree of control
over data collection
Personal High response rate
Interview High potential for
interviewer bias
Phone
Long time to obtain data
Mail High flexibility in terms
Internet of survey format and
question types
Low nonresponse bias
3 - 18
The Research Process
Medium cost
Key Strategies Medium degree of
control over data
Personal collection process
Interview Medium response rate
Medium potential for
Phone interviewer bias
Mail Short time to obtain
data
Internet
Medium flexibility
Low nonresponse bias
3 - 19
The Research Process
Low cost
Key Strategies Low degree of control
over data collection
Personal process
Interview Low response rate
Low potential for
Phone interviewer bias
Mail Long time to obtain
data
Internet
Low flexibility
High nonresponse bias
3 - 20
