Chapter 4
Marketing Research
Mr. Raposo
King City Secondary School
Chapter Overview
► 4.1
► 4.2
► 4.3
► 4.4
► 4.5
What is Marketing Research?
Gathering Secondary Data
Gathering Primary Data
Types of Marketing Research
Preparing the Research Report
4.1 Types of Marketing Research
►Marketing
research is the systematic
collection, analysis and
interpretation of information used
to develop a marketing strategy or to
solve a marketing problem.
►Hard data – information based on
supportable facts
4.2 Secondary Data
► Secondary
Data – marketing research
collected and published by others e.g.
Statistics Canada Census data
► Secondary Research – using secondary
data for marketing purposes. This is much
cheaper although less effective.
► Types of Secondary Data – books,
periodicals, indexes, databases, the Internet,
consultants, market research firms
4.3 Gathering Primary Data
►Primary
Data – unanalyzed current
information collected by a researcher for
a specific purpose e.g. Jones Soda Co.
interviewing customers or consumers for
their marketing plans
4.3 Gathering Primary Data
►
Test Markets – areas similar to the demographic composition of a larger
area e.g. Peterborough Ontario used as a test market for medium sized
Canadian cities
 Test markets are real-world trial runs for new products or services
 Test markets are often secret locations – no competitors know
 Test market analysis leads to product changes or maybe even cancelling
the whole launch if response is not favourable
 Usually involves placing the product e.g. toothpaste, cereal in a few
locations and monitoring the sales and responses from customers using
surveys or other primary research
4.3 Gathering Primary Data
Surveys – carefully planned questions
► Closed-end questions – select one answer from choices
► Open-ended questions – respondents give own answers
Random Sampling – members of the target market are given
an equal chance of selection for participation in a survey
Observation – record or track a person’s behaviour without
interacting with them. For example, cameras in stores, points
or rewards cards (Airmiles, Shoppers Optimum Card).
Observation is more objective than surveys as it collects facts.
Focus-Group Interviews – primary data collection using a
small group of people discussing a product. Participants are
selected carefully to represent a larger group. For example, a
new flavour of juice will be tried by the focus group and
comments will be recorded.
In Your Groups
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Create a 10 question survey
to research a marketing
issue.
You survey must have the
following:
An introduction/title
One question on age/gender
One other demographic
question (income,
education,)
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One Psychographic question
One question for each of the
following: Price, Product,
Promotion, Distribution
(location)
One question asking about
competition
One question on spending
on your topic
One open ended question
allowing respondent to leave
comment
The Topics
1.
2.
3.
Pizza store introducing
a new type of pizza
A soft drink company
introducing a new soft
drink
An internet company
trying to sell internet
connection sticks
4.
5.
6.
7.
Video rental company
introducing a new
rewards program
A radio station
conducting research
on their target market
Canadian Cancer
Society attempting to
raise donations
Your choice??
4.3 Gathering Primary Data
► Qualitative
Research – measures
reactions, responses or feelings to a product
or questions about products e.g. blind taste
tests or opinion polls
► Quantitative Research – collecting data by
surveying a representative sample (using
statistics) of a target market. Researchers
use this data to make predictions.
4.3 Gathering Primary Data
► Now
lets do this!
► Best chocolate chip cookie survey/focus
group.
4.4 Types of Marketing Research
Consumer Research – efforts to determine buying behaviour
► Awareness, Attitude and Usage Studies (AAU)
 Consumers list (unaided) or select (aided) all brands or product
names they are aware of. Total Awareness is the sum of both.
 Investigates opinions about a brand’s strengths (brand equity)
 AAU studies help form consumer profiles (e.g. heavy, medium or
light, or non-user of a particular brand or product
 Includes demographic, geographic and psychographic data
►
Consumer Segmentation Analysis – grouping potential
►
customers into target markets based on shared characteristics
 E.g. Coca-Cola selects 16-18 males as primary target for Barq’s
Root Beer. Barq’s uses appropriate ads and placement to reach.
4.4 Types of Marketing Research
►
Market Dimension Analysis – selects main issues that
influence market segments. Barq’s chose ‘bold taste’,
‘fun’ as important issues and the slogan “Barq’s Has Bite”
► Product Research – examining each detail of the
product and the potential impact. E.g. colour, package,
size, scent, design, sound, texture. Researchers gather
feedback on each detail to determine what consumers
want. For example, an easy-to-open can or a cola box
that fits easily in the fridge
► Media Research – segments consumers by the type of
newspapers, magazines or radio stations they use/read.
This includes all media – e.g. websites, TV stations. This
knowledge helps marketers to target advertisments.
4.4 Types of Marketing Research
► Consumer-Tracking
Devices – where
consumers shop, what they buy. Data is
collected by bar-code scanners, coupons,
‘points’ cards e.g. Airmiles
► Motivation Research – research into
buying behaviour. For example, consumers
were given the same coffee in three
different colours of cups. Consumers rated
the red coffee cup as having ‘stronger’
coffee. Colour, shape and style influence
consumer behaviour in sometimes
unpredictable ways.
4.4 Types of Marketing Research
► Satisfaction
Surveys – customer feedback
on satisfaction with a product or service.
Results can be used in product development
or to improve or update products.
► Advertising Research – collecting data on
advertising messages to determine which
commercials or print materials are most
effective. Day After Recall (DAR) – telephone
survey.
4.5 Preparing The Research Report
► Survey
Monkey: Online survey resource for
gathering primary data
Email link to friends/family or post link on Facebook?
► Statistics
Canada: Government of Canada
website offering data for secondary research
(Geographics/demographics)