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Market Research and
Information Technology
Principles of Marketing
Chapter 5
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Importance of Marketing
Research
• Determine current consumer needs
• Shifts in attitudes and purchasing
patterns
• Changes in the economy
• New technologies creating
obsolescence of projects
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5 stages of research
process
1
• Locating and defining issues or problems
2
• Designing the research project
3
• Collecting data
4
• Interpreting research data
5
• Reporting research findings
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Types of Research
• Exploratory- to better understand
a problem, perceptions or situation.
• Conclusive- to assist decision
making
– Descriptive
• Clarify characteristics of possible
situation to solve a particular problem
• EX: Why are sales dropping?
– Experimental
• Influences of variables in relationships
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Strength of Research
Reliability
Valuable
Validity
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Principles of Marketing Schrage 5
Data Collection
Primary
Secondary
Good
Information
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Data Collection
• Primary
– Collection of information
specifically for issue at hand
• Secondary
– Use of data collected by
another source
– May not be representative
• Sample
• Collection methods
• Reporting
Secondary Information
•
•
•
•
Often considered first
Cheaper to acquire
Not specifically for the project
Internal or external in nature
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Primary data
• Much more focused
• Sample of the population
– Represents make-up of the target
market (demographics)
– Probability
– Random
– Stratified
– Non-probability
– Quota
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Survey methods
Mail
Online
Telephone
Crowd-sourcing
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Other methods
•
•
•
•
•
•
•
Personal interview survey
In-home (door to door)
Focus-group
Customer advisory boards
Telephone depth interview
Shopping mall intercepts
On-site computer interview
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Constructing Questions
• Open-Ended
– Allows for the participant to share
what ever he/she feels pertinent to
the questions. Free flow of ideas.
• Dichotomous
– (Either or)
• Multiple Choice
– Scales such as Likert
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Scale Development
Strongly
agree
Somewhat
disagree
Neither
agree or
disagree
Somewhat
agree
Strongly
agree
Principles of Marketing
class is exciting
1
2
3
4
5
International travel is great
1
2
3
4
5
I love eating new foods
1
2
3
4
5
Iowa is a great place to live
1
2
3
4
5
LIKERT SCALE EXAMPLE
Observation methods
• Behavior instead of opinion
• Conditions affecting behavior can
be taken into consideration
• Electronic observation is less
intrusive and may provide more
“honest” information
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Interpretation and
Reporting
• Biggest complaint is too much or
the wrong information
• Statistical interpretation uses
analysis based on a bell curve and
deviations from the average
• Charts, graphs, tables often used
for clear summarization
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Using Techonology
Improving information gathering
and analysis
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MIS
MIS
Marketing
Information
Systems
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Data Storage and Retrieval
• Databases
– Customer Relations
– Build listing of current and potential
customers (including demographic makeup)
• Single source Data
– Information from a firm that specializes in
household data
• Marketing Decision support system
– Can support customer orientation and
satisfaction
• Replacement.Com
• Amazon
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Ethical Issues
Certificate of Completion
The National Institutes of Health (NIH) Office
of Extramural Research certifies that Christine
Schrage successfully completed the NIH Webbased training course “Protecting Human
Research Participants”.
Date of completion: 09/08/2009
Certification Number: 284332
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9 guidelines with
questionnaires
Introduction of
interviewer by
name
State name of
research
organization
Indicate survey is
marketing
research project
Explain no sales
are involved
General topicConsumer opinion
Likely duration of
the interview
If an honorarium
is applicable,
state so
“no right or
wrong” answers
Assure anonymity
of respondentconfidentiality
Reassure
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