Marketing Research: Collecting the Data

Marketing 360
Brian Gillespie
Marketing Information Systems
Determines what information marketing managers
need, then gathers, sorts, analyzes, stores, and
distributes information to system users
Internal Company Data
Information generated from within the company
 Sales
 Who
buys what, when and where
 Backorders
 Effects of marketing efforts
 Product returns
Marketing Intelligence
Method of gathering information about the
marketing environment
 Newspapers
 Internet
 Trade
 Secret shoppers
 Futurists
 Marketers
that try to predict marketing trends through
contemplating different scenarios
Marketing Research
Collecting, analyzing and interpreting info about
customers, competitors and business environment to
improve marketing effectiveness
Syndicated research
 Collected by a different firm
 firm then sells information to other businesses
 Custom research
 Research conducted for a single firm to provide specific
information managers need
Acquired Databases
Marketing Information generated by other firms or
the government
Misuse has led to government restrictions
Do not call list
Opt-in and opt-out statements on websites
Data Mining
Sophisticated analysis techniques that take advantage of
large amount of customer transaction information, and
discover patterns for different customer groups
Marketing Decision Support System
Data plus analysis and interactive software allow
marketing managers to access MIS data and conduct
 What
were our sales last month?
 Is
increase in sales due to our new advertising
campaign or an increase in sales across the industry?
Marketing Research Process
Step 1: define the research problem
Step 2: determine the research design
Step 3: chose the method to collect primary data
Step 4: design the sample
Step 5: collect the data
Step 6: analyze and interpret the data
Step 7: prepare the research report
Define the Research Problem
Specify the research objectives
 What
questions will the research try to answer?
Identify the consumer population of interest
 What
are the characteristics of the consumer groups of
Place the problem in an environmental context
 What
factors in the firm’s internal and external business
environment might influence the situation?
Determine the Research Design
What information will you collect?
What type of research design will you use?
 Primary
 Data
collected specifically for this research
 Secondary
 Data
collected for a different research purpose but
applicable to the current research questions
Primary and Secondary Data
Three Types of Primary Research
Exploratory (qualitative) research
 Interviews
 Focus
Descriptive (quantitative) research
 Cross-sectional
 Single
point in time
 Longitudinal
 Repeated
Causal research
 Cause-and-effect
Choose the Method to Collect
Primary Data
For a list of advantages and disadvantages, see
chapter 3, table 3 in the book.
Mail questionnaires
Telephone interviews
Face-to-Face interviews
On-line questionnaires
Laboratory experiments