 Think of the last time you wrote a research paper.
Why was the research important?
 Think of a product that was recently released.
Was it a success or a failure?
 List some reasons why you think that some new
businesses have almost immediate success while
others fail miserably.
McDonalds Market Research
 McDonalds is a thriving global
business that has experienced
success in multiple foreign markets
 Why do you think it is important
for the company to conduct market
research before expanding to a new
market?
Menu Items in Foreign Markets
McAloo Tikki
Veg Pizza McPuff
McSpicy Paneer
Potato, pea, and bread patty
Crispy crust filled with carrots,
bell peppers, beans, onions,
peas and cheese
Cheese patty
Menu Items in Foreign Markets
McVeggie
Chicken Maharaja-Mac
Bread, potato, pea, carrots and
Indian spices
Big Mac with chicken breast
Marketing Information
Systems
Marketing Co-Op: Chapter 28.1

 The process and methods
used to gather information,
analyze it, and report findings
related to marketing goods
and services
 Identify opportunities in marketing
 Solve marketing problems
 Implement marketing plans
 Monitor marketing performance and
effectiveness
 Coca-Cola might research the
potential sales and market for a new
line of fruit drink
 BB&T might conduct customer
satisfaction research on the quality of
its mortgage lending services
 Determine customer attitudes and preferences
 Test product features
 Determine market size and growth potential
 Learn about competitors
 Determine buying cycles
 Understand company’s public perception
 If businesses don’t pay attention to marketing research
they could make costly marketing mistakes about:
 What products to produce
 What price to sell product for
 Who will buy the product
 How to promote the product
 Individual Businesses
 Various manufacturers
 Wholesalers
 Retailers
 Local, state and federal governments
 Non-profit organizations
 Marketing Research Example:
 Stouffers:13 years doing research before
starting Lean Cuisine
 They studies consumers interest and health
dieting
 They studied panelist to determine what
people liked/disliked about their healthy
meals
 When they launched the Lean Cuisine line
it was a major success with $125 Million in
sales in the first year
 Define: What is database marketing?
 A process of designing, creating and managing customer lists
 Identify: What data should be included in marketing
information systems?
 Customer profile data, company records, competitors records
 Analyze: What are some uses for customer lists?
 Locating, selecting and targeting customers with special programs
 Database marketing, or customer relationship management,
is the process of designing creating and managing consumer
lists
 Database marketing lists are developed from the following:
 Face-to-face sales
 Direct mail
 Telephone or email purchases
 Service requests
 Website visits
 The information collected about consumers is stored in
computer databases
 Example: American Express
 Their database includes what customers buy, where they buy it,
where they dine out and how much money they spend
 The company uses this info to send their card members special
customized offers on products, hotels, restaurants, etc
 Customer Loyalty Programs
 Many businesses use loyalty programs
 The program offers discounts and other
rewards to shop at a specific retailer
 Companies use the loyalty to cards to
compile information in their databases
Types, Trends, and
Limitations of
Marketing Research
Marketing Co-Op 28.2

Quantitative vs. Qualitative
Quantitative
 Answers questions has to
“how many” or “how
much”
 Relies heavily on
questionnaires to obtain
info
Qualitative
 Focuses on small number
of people
 Answers questions as to
“why” or “how”
Attitude Research
 Also known as opinion
research -designed to obtain
info on how people feel
 For example: Best Buy
Geek Squad
 Calling after service to see
how satisfied the customer
was with their service
Market Intelligence
 Concerned with:
 the location and size of a market
 the competition
 segmentation within the market for a particular
product
 Data is used to assemble a profile of:
 Present and potential customers
 Competition
 The overall industry
 Helps define target markets for particular products
and services
Media Research
 Also know as advertising research
 Determines the effectiveness of various media to advertise a
good or service
 Can be conducted before or after a media campaign
 Media Research measures:

Audience – number of people exposed to the media

Frequency – number of times a viewer is exposed to the media

Reach – percentage of the target audience that sees the media

Ratings – total number of audience impressions delivered over a
set period of time
Product Research
 Evaluates a products design, packaging and usage
 Information is also collected about competitors
products
 Product and packaging is designed, tested, and
changed if needed
Domino's Focus Group
Limitations of Marketing
Research
 The amount of information that is
gathered is limited by the amount of
money and time a company can
afford to spend
 Test markets may give feedback, but it
doesn’t mean they will buy the
product later