Chapter
10
© 2017 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.
1

Marketing Research
LO 10-1 Identify the five steps in the marketing research process.
LO 10-2 Describe the various secondary data sources.
LO 10-3 Describe the various primary data collection techniques.
LO 10-4 Summarize the differences between secondary data and primary data.
LO 10-5 Examine the circumstances in which collecting information on consumers is ethical.
© 2017 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.
2

Disney
© 2017 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.
3

Marketing Research
Collecting Recording Analyzing Interpreting
Decision
Making
© 2017 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.
4

The Marketing Research Process
Defining the objectives and research needs
Analyzing data and developing insights
Designing the research
Developing and implementing an action plan
Collecting the data
© 2017 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.
5

Step 1: Defining Objectives and Research Needs
What information is needed to answer specific research questions?
How should that information be obtained?
© 2017 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.
6

Step 2: Designing the Research
Type of data
Type of research
© 2017 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.
7

Step 3: Collecting the Data
© 2017 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.
8

Step 4: Analyzing Data and Developing Insights
Converting data into information to explain, predict, and/or evaluate a particular situation.
© 2017 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.
9

Step 5: Developing and
Implementing an Action Plan
Executive Summary
Body
Conclusions
Digital Vision/Getty Images
Limitations
Supplements including tables, figures, appendices
© 2017 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.
10

 check yourself
1. What are the steps in the marketing research process?
2. What is the difference between data and information?
© 2017 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.
11

External Secondary Data
Syndicated Data
Name
Nielsen
(http://www.nielsen.com)
IRI
(http://www.iriworldwide.com)
JD. Power and Associates
(http://www.jdpower.com)
Mediamark Research Inc.
(http://www.mediamark.com)
National Purchase Diary Panel
(http://www.npd.com)
NOP World
(http://www.nopworld.com)
Research and Markets
(http://www.researchandmarkets.com)
Roper Center for Public Opinion Research
(http://www.ropercenter.uconn.edu)
Simmons Market Research Bureau
(http://www.smrb.com)
Yankelovich
(http://www.yankelovich.com)
Services Provided
With its Market Measurement Services, the company tracks the sales of consumer packaged goods, gathered at the point of sale in retail stores of all types and sizes.
InfoScan store tracking provides detailed information about sales, share, distribution, pricing, and promotion across a wide variety of retail channels and accounts.
Widely known for its automotive ratings, it produces quality and customer satisfaction research for a variety of industries.
Supplies multimedia audience research pertaining to media and marketing planning for advertised brands.
Based on detailed records consumers keep about their purchases (i.e., a diary), it provides information about product movement and consumer behavior in a variety of industries.
The mKids US research study tracks mobile telephone ownership and usage, brand affinities, and entertainment habits of American youth between 12 and 19 years of age.
Promotes itself as a one-stop shop for market research and data from most leading publishers, consultants, and analysts.
The General Social Survey is one of the nation’s longest running surveys of social, cultural, and political indicators.
Reports on the products American consumers buy, the brands they prefer, and their lifestyles, attitudes, and media preferences.
The MONITOR tracks consumer attitudes, values, and lifestyles shaping the American marketplace.
© 2017 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.
12

External Secondary Data
Scanner Research
© 2017 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.
IRI 13

External Secondary Data
Panel Research
Group of consumers
Survey or sales receipts
©BananaStock/PunchStock
What are they buying or not buying?
Flying Colours Ltd/Getty Images
© 2017 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.
14

Internal Secondary Data
Data Warehouse
Data Mining
© 2017 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.
15

 check yourself
1. What is the difference between internal and external secondary research?
© 2017 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.
16

Qualitative versus Quantitative
Data Collection Techniques
Qualitative research
Observation
In-Depth interviews
Focus groups Social media
Data collection research
Quantitative research
Experiments Survey
Scanner Panel
© 2017 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.
17

Data Collection
Qualitative Research
Observation Social Media
In-depth interview
Focus group
© 2017 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.
18

 check yourself
1. What are the types of qualitative research?
© 2017 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.
19

Survey Research
© 2017 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.
20

Web Surveying
Response rates are relatively high
Respondents may lie less
It is inexpensive
Results are processed and received quickly
© 2017 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.
21

Using Web Surveying
How do firms successfully use web surveying?
© 2017 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.
22

Experimental Research
AP Photo/Mary Altaffer
© 2017 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.
23

Advantages and Disadvantages of
Secondary and Primary Data
Type
Secondary
Research
Primary
Research
Examples
 Census data
 Sales invoices
 Internet information
 Books
 Journal articles
 Syndicated data
 Observed consumer behavior
 Focus group interviews
 Surveys
 Experiments
Advantages
 Saves time in collecting data because they are readily available
 Free or inexpensive
(except for syndicated data)
 Specific to the immediate
 data needs and topic at hand
 Offers behavioral insights generally not available from secondary research
Disadvantages
 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
 Costly = Time consuming
 Requires more sophisticated training and experience to design study and collect data
© 2017 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.
24

 check yourself
1. What are the types of quantitative research?
2. What are the advantages and disadvantages of primary and secondary research?
© 2017 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.
25

The Ethics of
Using Customer Information
Strong ethical orientation
Adhere to ethical practices
© 2017 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.
26

 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?
© 2017 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.
27