Session (1)
Managing Marketing Information
Instructor: Amir Ekhlassi
Prologue
 In 1985 coca-cola made a major marketing blunder.
 After 99 successful years, it set aside its long standing
rule – and dropped its original formula coke! In its
place came “new coke” with a sweater, smoother taste.
 Early success because of publicity and advertising
 Old cola drinkers
 Coke classic + new coke (coke II)
 Lack of marketing research
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Introduction
 Increasingly, marketers are viewing information not
only as an input for making better decisions but also
as an important strategic asset and marketing tool.
 A company’s information may prove to be its chief
competitive advantage
 Competitors can copy each other’s equipment,
products, and procedures, but they cannot duplicate
the company’s information and intellectual capital.
Vice president of knowledge
Vice president of learning
Vice president of intellectual capital
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Marketing Information System (MKIS)
 MKIS consists of people, equipment, and
procedures to gather, sort, analyze, evaluate,
and distribute needed, timely, and accurate
information to marketing decision makers.
Form
Time
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The Marketing Information System
Marketing Managers and other Information Users
Analysis
Planning
Implementation
Organization
control
Marketing Information System
Assessing
Information
needs
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Target
Markets
Internal
Database
Information
Analysis
Marketing
Intelligence
Marketing
Research
Marketing Environment
Marketing
Competitors
Publics
Channels
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Distributing
And using
Information
MacroEnvironment
forces
Assessing marketing information needs
 MKIS primarily serves the company’s marketing and
other managers.
 However, it may also provide information to external
partners, such as suppliers or marketing services
agencies. (Wal-Mart …P&G)
 A good MKIS balances the information users would
like to have against what they really need and what is
feasible to offer.
 Ex: Dell: Tailored Premium page
 The company begins by interviewing managers to find
out what information they would like.
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Assessing marketing information needs (cont’d)
 Sometimes the company cannot provide the needed
information, either because it is no available or
because of MKIS limitations.
 Finally, the cost of obtaining, processing, storing, and
delivering information can mount quickly. The
company must decide whether the benefits of having
additional information are worth the costs of
providing it, and both value and cost are often hard to
assess.
 By itself, information has no worth; its value comes
from its use.
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Developing Marketing Information
 Marketers can obtain the needed information from:
 Internal Data
 Information analysis
 Marketing Intelligence
 Marketing Research
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1. Internal Data
 Internal database: electronic collections of
information obtained from data sources within the
company.
 Internal data base usually can be accessed more
quickly and cheaply than other information sources,
but they also present some problems. Because internal
information was collected for other purposes, it may
be incomplete or in the wrong form for making
marketing decisions.
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1. Internal Data
Accounting Department
Record of sales, costs, and cash flows
Manufacturing Department
Production schedules, shipments, inventories
Sales Force
Reseller reactions, competitor activities
Marketing Department
Customer, psychographics, demographics,
buying behavior
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1. Internal Data (cont’d)
 Data ages quickly; keeping the database current
requires a major effort.
 In addition, a large company produces
mountains of information, and keeping track of
it all is difficult.
 The database information muse be well
integrated and readily accessible through userfriendly interfaces so that managers can find it
easily and use it effectively.
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1. Internal Data (cont’d)
 Ex: USAA who provides financial services
 The company was one of the pioneers of direct marketing and
most of its business is conducted over the Internet or telephone
using employees instead of agents.
 Survey 4.3 M customers to update its database (At the end of
2011, there were 8.8 million members)
 Whether they have children (how old are they)
 If they have moved recently
 When they plan to retire
 Use this database to tailor its marketing offers
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2. Marketing Intelligence
 Marketing intelligence is systematic collection and
analysis of publicly available information about
competitors and developments in the marketing
environment.
 The goal of marketing intelligence is
 To improve strategic decision making
 Assess and track competitor’s actions
 Provide early warning of opportunities and threats
(leading indicators Vs. lagging indicators)
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2. Marketing Intelligence (cont’d)
 Techniques range from quizzing the company’s own
employees and benchmarking competitor’s products to
researching the internet, lurking around industry trade
shows, and rooting through rival’s trash bins.
 Much intelligence can be collected from people inside
the company – executives, engineers and scientists,
purchasing agents, and the sales force.
 Kodak(Ulysses) Vs. Xerox (total satisfaction
guarantee)
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2. Marketing Intelligence (cont’d)
 The company can also obtain important intelligence
information from suppliers, resellers, and key
customers.
 Or it can get good information by observing
competitors.
 It can buy and analyze competitors’ products, monitor
their sales, check for new patents, and examine various
types of physical evidence.
 One company regularly checks out competitors’ “parking
lots”.
 Garbage snatching: Avon recruited a private detective to rifle
Mary Kay’s dumpster
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2. Marketing Intelligence (cont’d)
 Competitors may reveal intelligence information through:
 Their annual reports
 Business publications
 Trade show exhibits
 Press releases
 Advertisements
 Web pages
 Garbage
 Competitor’s employees
 The internet is proving to be a vast new source of competitor-
supplied information. Most companies now place volumes of
information on their web sites, providing details to attract
customers, partners, suppliers, or franchisees.
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Competitive dynamics (1/3) - Launches
Please list expected competitive launch timing based on local intelligence
BG meters
Data: Lantus
BasalPlus
Lantus
Data: Lantus
CV ORIGIN
Data: Lyxumia
CV ELIXA
Lyxumia
EU (H2)
Lyxumia
US (H2)
Lantus
Off patent EU
Lantus
U300
Lantus
Off patent US
Lantus+
lixisenatide
Apidra
Humalog
Off patent US
Humalog
Off patent EU
Byetta
(Amylin deal
terminates)
Humalog
Humalog Mix
Humalog Mix
Off patent US
Humalog Mix
Off patent EU
Dulaglutide
GLP-1 Fc
LY2963016
glargine
Empagliflozin
SGLT2
LY2605541
basal insulin
Linagliptin
+empagliflozin
DPP4+SGLT2
Humalog
New formulation
Tradjenta
DPP4
Bydureon
EU (Amylin deal
terminates)
Januvia
DPP-4
Merck
Others
Janmet XR
US
Merck
Onglyza
DPP-4
BMS+AZ
Syncria
OW GLP-1
GSK
Data: Januvia
CV TECOS
Humalog/
NovoRapid®PH20
Canagliflozin
SGLT2)
J&J
Dapagliflozin
SGLT2
BMS+AZ
Bydureon
US (Amylin deal
terminated)
Halozyme
MK-3102
OW DPP-4
Merck
Biosimilar HI
EU
Dongbao
Exenatide
suspension
OW GLP-1
Amylin
Juvisync
Januvia+
simvastatin
Merck
Launched
2011
2012
2013
2014
2015
Source: Diabetes Competition Monitor Feb 2012, Competitor Intelligence
You can
change the
competitors
info based on
your market
Current state (H1 2012)
Key developments
Expectations 2013
FTEs=#
Spend= (mDKK)
FTEs=#
Spend= (mDKK)
FTEs=#
Spend= (mDKK)
1. Development 1
2. Development 2
3. Development 3
1. Development 1
2. Development 2
3. Development 3
1. Development 1
2. Development 2
3. Development 3
Source: Promotion Monitor, Insights & Forecasting, Global
Marketing
Others
1. Development 1
2. Development 2
3. Development 3
NOVO NORDISK INSULIN SHARE
FTEs: %
Spend: %
3. Marketing Research
 In addition to information about competitor and
environmental happenings, marketers often need
formal studies of specific situations.
 Marketing research is the systematic design,
collection, analyze, and reporting of data relevant to a
specific marketing situation facing an organization.
 Companies use marketing research in a wide variety
of situations. (market potential, customer satisfaction,
purchase behavior, pricing effectiveness, etc.)
 Ex: Bayer : Aleve pain reliever ‘s advertisement
 Ex: Toshiba: How many people will buy the new notebook?
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3. Marketing Research (cont’d)
 Some large companies have their own research
departments that work with marketing managers on
marketing research projects.
 These companies, like their smaller counterparts –
frequently hire outside research specialists to consult
with management on specific marketing problems and
conduct marketing research studies.
 Sometimes firms simply purchase data collected by
outside firms to aid in their decision making.
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The marketing research process
Defining the
Problem and
Research
Objectives
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Developing the
Research plan
For collecting
Information
Implementing the
Research plan –
Collecting and
Analyzing the data
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Interpreting and
Reporting
The findings
The marketing research process (cont’d)
1. Defining the problem and research objectives:
marketing managers and researchers must work
closely together to define the problem and agree on
the research objectives.
 The manager best understands the decision for
which information is needed; the researcher best
understands marketing research and how to
obtain the information. (management dilemma)
 Defining the problem and research objectives is
often the hardest step in the research process.
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The marketing research process (cont’d)
 Defining problems accurately is a combination of data and
judgment that demands real thought and effort.
 A problem is a gap between that was supposed to happen and
what did happen between our objective and our
accomplishment. 3 elements are required to recognize a
problem:
 Something must be expected to happen
 Feedback must be received on what actually happens
 Expectations and feedback must be compared
 The manager needs to make certain that the real problem is
being addressed. Sometimes the recognized problem is only a
symptom, or perhaps merely a part of a larger problem.
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The marketing research process (cont’d)
 Careful problem definition would have avoided the cost
and delay of doing advertising research.
 A marketing research project might have one of three
types of objectives:
 The objective of exploratory research is to gather
preliminary information that will help define the problem
and suggest hypothesis.
 The objective of descriptive research is to describe things,
such as the market potential for a product or the
demographics and attitudes of consumers who buy the
product.
 The objective of causal research is to test hypothesis about
cause-and-effect relationships.
 John Stewart Mill
 Spurious Dependence , Lurking variable , Management judgment
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The marketing research process (cont’d)
 Managers often start with exploratory research and
later follow with descriptive or causal research.
 The statement of the problem and research objectives
guides the entire research process.
 Purpose of the research must be determined
 Expected results must be determined
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The marketing research process (cont’d)
2. Developing the research plan: researchers must
determine the exact information needed, develop a
plan for gathering it efficiently, and present the plan to
management.
 The research plan outlines sources of existing data
and spells out the specific research approaches,
contact methods, sampling plans, and instruments
that researchers will use to gather new data.
 Research objectives must be translated into specific
information needs.
 Ex: Campbell: Bowl shaped Vs. Former red & White packaging)
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The marketing research process (cont’d)
 The research plan should be presented in a written
proposal. A written proposal especially important
when the research project is large and complex or
when an outside firm carries it out.
 The proposal should cover the management problems
addressed and the research objectives, the
information to be obtained, and the way the results
will help management decision making.
 The proposal also should include research costs.
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Basic Contents of a proposal
 Executive Summary
 Research purpose and objective
 Management Problem
 Research Question(s)
 Research Design
 Sample Size
 Data collection method
 Statistical analysis
 Questionnaire format
 Sample selection procedures
 Time and Cost Estimates
 Total fees
 Payments provisions
 Treatment of contingencies
 The schedule for submission
 Appendixes
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The marketing research process (cont’d)
 To meet the manager’s information needs, the
research plan can call for gathering secondary data,
primary data, or both.
 Secondary data consist of information that already
exists somewhere, having been collected for another
purpose.
 Primary data consist of information collected for the
specific purpose at hand.
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The marketing research process (cont’d)
 Researchers usually start by gathering secondary data. the





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company’s internal database provides a good starting point.
External information sources, including commercial data
services and government sources.
Companies can buy secondary data reports from outside
suppliers. (Yankelovich Reports)
Using commercial online databases, marketing researchers can
conduct their own searches of secondary data sources.
(CompuServe, LEXIS-NEXIS, Dialog)
Almost every industry association, government agency,
business publication, and news medium offers free information
to those tenacious enough to find their web sites.
There are so many web sites offering data that finding the right
ones can become an almost overwhelming task.
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Secondary Data Sources
1.
Internal Sources of Secondary Data
2. Published sources of secondary data
 Government publications
 Periodical and journals
 Publicly available reports
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Internal Sources of Secondary Data
 A company's internal records, accounting and control
systems, provide the most basic data on marketing
inputs and the resulting outcomes.
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Internal Sources of Secondary Data(cont’d)
 New developments in IT that tie customers more tightly to
suppliers are improving the timeliness and depth of the sales
information available to managers.
 Accounting systems are designed to satisfy many different
information needs. The reporting formats frequently are rigid
and inappropriate for marketing decisions.
 Often the accounting data are too highly aggregated into
summary results and are not available for key managerial
units: customer types, product types
 Another problem is the quality of the data found in the
internal records.
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Internal Sources of Secondary Data(cont’d)
 Complaint letters are being used as sources of data on
product quality and service problems.
 Complaint letters, however, present an incomplete and
distorted pictures. People who write such letters are not
typical clients or customers. They are more likely to be highly
educated, articulate, and fussy, with more than average
amounts of free time.
 Customer data base can also be used to find out about
customers’ product preferences, form of payment, and so on.
 These customer data bases are now being used extensively by
marketing managers for formulation relationship marketing
strategies.
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Published sources of secondary data
 The major published sources are:
 Government publications
 Periodical and journals
 Publicly available reports from such private groups as foundations,
publishers, trade associations, unions, and companies.
 Of all these sources, the most valuable data for the marketing research
come from government census information and various registration
requirements:
 Births
 Deaths
 Marriages
 Income tax returns
 Unemployment records
 Export declarations
 Automobile registrations
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The marketing research process (cont’d)
 Secondary data can usually be obtained more quickly and
at a lower cost than primary data.
 Also, secondary sources sometimes can provide data an
individual company cannot collect on its own- information
that either is not directly available or would be too
expensive to collect.
 Secondary data can also present problems. The needed
information may not exist- researchers can rarely obtain all
the data they need from secondary sources.
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The marketing research process (cont’d)
 The researcher must evaluate secondary information
carefully to make certain it is:
 Relevant (fits research project needs)
 Accurate (reliably collected and reported)
 Current (up-to-date enough for current decisions)
 Impartial (objectively collected and reported)
 Just as researchers must carefully evaluate the quality
of secondary information, they also must take great
care when collecting primary data to make sure that it
will be relevant, accurate, current, and unbiased.
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The marketing research process (cont’d)
Applications of Secondary Data
 Demand Estimation
 Monitoring the Environment
 Segmenting and Targeting
 Developing a Business Intelligence Systems
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Application of Secondary Data
Demand Estimation
Demand estimation is a key determinant of the allocation
of resources.
Demands can be estimated from secondary data by the
methods:
1.




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Direct data methods: are based on a desegregation of total
industry data. The sales information may come from
government sources, industry surveys, or trade associations.
Corollary data methods: one solution to the absence of
industry sales data for each territory is to use another
variable that is (1) available for each sales territory or region
and (2) correlated highly with the sales of the product.
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Application of Secondary Data
2. Monitoring the Environment
 Monitoring the environment is very crucial these days,
because it is highly volatile, and because attitudes,
fashions, and fads change so often.
 To keep abreast of all the latest developments, a
company has to be in constant touch with newspapers,
general magazines, and periodicals.
 It has to know all the latest legislation and laws that
may affect it.
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Application of Secondary Data
3. Segmentation and Targeting
 Effective segmentation demands that firms group their
customers into relatively homogeneous groups. The North
American Industry Classification System(NAICS)and Dun’s
Market Identifiers (DMI) are used by companies selling
industrial goods to segment their markets.
 One of the latest developments with regard to segmentation
for consumer products is geocoding, or a cluster demographic
system, which identifies groups of consumers who share
demographic and lifestyle characteristics.
 The PRIZM system is based on evidence that people with
similar cultural backgrounds and circumstances will gravitate
naturally toward one another.
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Application of Secondary Data
4. Developing a Business Intelligence System
 A business intelligence system is basically a system
that contains data on the environment and the
competitors.
 Both primary and secondary data form a part of the
business intelligence system.
 Data on the environment can be obtained from a
variety of sources.
 Data on competitors can be obtained from their
annual reports, press releases, patents, and so on.
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The marketing research process (cont’d)
 Designing a plan for primary data collection calls for
a number of decisions on:
 Research approaches
 Observation
 Survey
 experiment
 Contact methods
 Sampling plan
 Research instruments
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The marketing research process (cont’d)
Planning primary data collection
Research
Approaches
Contact
Methods
Sampling
Plan
Research
Instruments
Observation
Mail
Sampling unit
Questionnaire
Survey
Telephone
Sample size
Mechanical
instruments
Experiment
Personal
Sampling procedure
Online
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The marketing research process (cont’d)
 Research approach: research approaches for gathering
primary data include:
 Observation
 Survey
 Experiments
 Observational research involves gathering primary data by
observing relevant people, actions, and situations.
 Many companies collect data through mechanical observation
via machine or computer.
 Other companies use checkout scanners to record shoppers’
purchases so that manufacturers and retailers can assess
product sales and store performance.
 Nielsen Media: People meters
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 Steelcase: Modular office unit; Personal Harbor
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The marketing research process (cont’d)
 Observational research can obtain information that
people are unwilling or unable to provide.
 In contrast, some things simply cannot be observed,
such as feelings, attitudes, and motives, or private
behavior. Long-term or infrequent behavior is also
difficult to observe.
 Because of these limitations, researchers often use
observation along with other data collection methods.
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The marketing research process (cont’d)
 Survey research, the most widely used method for primary
data collection, is the approach best suited for gathering
descriptive information.
 A company that wants to know about people’s knowledge,
attitudes, preferences, or buying behavior can often find out by
asking them directly.
 Some firms provide marketers with a more comprehensive look
at buying patterns through single-source data systems. These
systems combine surveys of huge consumer panels- carefully
selected groups of consumers who agree to participate in
ongoing research – and electronic monitoring of respondents’
purchases and exposure to various marketing activities in an
effort to better understand the link between consumer
characteristics, attitudes, and purchase behavior.
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The marketing research process (cont’d)
 The major advantage of survey research is its flexibility - it can




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be used to obtain many different kinds of information in many
different situations.
However survey also presents some problems: sometimes
people are unable to answer survey questions because they
cannot remember or have never thought about what they do
and why.
People may be unwilling to respond to unknown interviewers
or about things they consider private.
Respondents may answer survey questions even when they do
not know the answer in order to appear smarter or more
informed. Or they may try to help the interviewer by giving
pleasing answers. (social approval)
Finally, busy people may not take the time, or they might resent
the intrusion into their privacy.
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The marketing research process (cont’d)
 Whereas observation is best suited for exploratory
research and surveys for descriptive research.
Experimental research is best suited for gathering
causal information.
 Experiments involve selecting matched groups of
subjects, giving them different treatments, controlling
unrelated factors, and checking for differences in
group responses. Thus, experimental research tries to
explain cause-and-effect relationships.
 Ex: McDonald, New sandwich price , same marketing
offer
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The marketing research process (cont’d)
 Contact methods: information can be collected by
mail, telephone, personal interview, or online.
 Mail questionnaires can be used to collect large
amounts of information at a low cost per respondent.
Respondents may give more honest answers to more
personal questions on a mail questionnaire than to an
unknown interviewer in person or over the phone.
 Also, no interviewer is involved to bias the
respondent’s answers.
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The marketing research process (cont’d)
 However, mail questionnaire are not very flexible – all
respondents answer the same questions in a fixed
order. Mail surveys usually take longer to complete,
and the response rate is often very low.
 Finally, the researcher often has little control over the
mail questionnaire sample. Even with a good mailing
list, it is hard to control who at the mailing address
fills out the questionnaire.
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The marketing research process (cont’d)
 Telephone interviewing is the one of the best methods for
gathering information quickly, and it provides greater
flexibility than mail questionnaire. Interviewers can
explain quickly, and it provides greater flexibility than
mail questionnaires.
 Interviewers can explain difficult questions and,
depending on the answers they receive, skip some
questions or probe on others.
 Response rates tend to be higher than with mail
questionnaires, and interviewers can ask to speak to
respondents with the desired characteristic or even by
name.
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The marketing research process (cont’d)
 However, with telephone interviewing, the cost per
respondent is higher than with mail questionnaires.
Also, people may not want to discuss personal
questions with an interviewer.
 The method also introduces interviewer bias – the way
interviewers talk, how they ask questions, and other
differences may affect respondents’ answers.
 Finally, different interviewers may interpret and
record responses differently, and under time pressures
some interviewers might even cheat by recording
answers without asking questions.
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The marketing research process (cont’d)
 Personal interviewing takes two forms:
 Individual
 Group
 Individual interviewing involves talking with people in
their homes or offices, on the street, or in shopping malls.
Such interviewing is flexible.
 Trained interviewers can guide interviews, explain difficult
questions, and explore issues as the situation requires.
 They can show subjects actual products, advertisements, or
packages and observe reactions and behavior.
 However, individual personal interviews may cost three to
four times as much as telephone interviews.
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The marketing research process (cont’d)
 Group interviewing consists of inviting six to ten
people to talk with a trained moderator about a
product, service, or organization.
 Participants normally are paid a small sum for
attending.
 The moderator encourages free and easy discussion,
hoping that group interactions will bring out actual
feelings and thoughts. At the same time, the moderator
“focuses” the discussion – hence the name focus
group interviewing.
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The marketing research process (cont’d)
 Focus group interviewing has become one of the major
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


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marketing research tools for gaining insight into consumer
thoughts and feelings.
However, focus group studies usually employ small sample sizes
to keep time and costs down, and it may be hard to generalize
from the results.
Another form of interviewing is computer-assisted interviewing,
a contact method in which respondents sit at computers, read
questions on the screen, and type in their own answers while an
interviewer is present.
The computers might be located at a research center, trade show,
shopping mall, or retail location.
Increasingly, marketing researchers are collecting primary data
through online (internet) marketing research – internet
surveys, experiments, and online focus groups.
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The marketing research process (cont’d)
Strengths and Weaknesses of Contact Methods
Mail
Telephone
Personal
Online
Flexibility
Poor
Good
Excellent
Good
Quantity of data
that can be
collected
Good
Fair
Excellent
Good
Excellent
Fair
Poor
Fair
Control of sample
Fair
Excellent
Fair
Poor
Speed of data
collection
Poor
Excellent
Good
Excellent
Response rate
Fair
Good
Good
Good
Good
Fair
Poor
Excellent
Control of
interviewer
effects
Cost
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©Compiled by: Amir Ekhlassi
The marketing research process (cont’d)
 Sampling plan: a sample is a segment of the
population selected to represent the population as a
whole.
 Ideally, the sample should be representative so that
the researcher can make accurate estimates of the
thoughts and behaviors of the larger population.
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©Compiled by: Amir Ekhlassi
The marketing research process (cont’d)
 Designing the sample requires three decisions:
 First, who is to be surveyed. (what sampling unit)
 Second, how many people should be surveyed.
(what sample size? Usually 1% is ok)
 Third, how should the people in the sample be
chosen (what sampling procedure)
 When probability sampling costs too much or takes
too much time, marketing researchers often take
nonprobability samples, even though their sampling
error cannot be measured.
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©Compiled by: Amir Ekhlassi
The marketing research process (cont’d)
 Research instruments: in collecting primary data,
marketing researchers have a choice of two main
research instruments:
 The questionnaire
 Mechanical device
 The questionnaire is by far the most common
instrument, whether administered in person, by phone,
or online.
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©Compiled by: Amir Ekhlassi
The marketing research process (cont’d)
 Questionnaires are very flexible – there are many ways to ask
questions.
 Close-end questions include all the possible answers, and subjects
make choices among them. (like multiple-choice and scale
questions)
 Open-end questions allow respondent to answer in their own
words.
 Open-end questions often reveal more than close-end
questions because respondents are not limited in their answers.
 Open-end questions are especially useful in exploratory
research, when the researcher is trying to find out what people
think but not measuring how many people think in a certain
way.
 Close-end questions, on the other hand, provide answers that
are easier to interpret and tabulate.
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©Compiled by: Amir Ekhlassi
The marketing research process (cont’d)
 Researchers should also use care in the wording and
ordering of questions. (simple, direct, unbiased,
logical order)
 Although questionnaires are the most common
research instrument, mechanical instruments such as
people meters and supermarket scanner are also used.
 Also, some mechanical instruments measure physical
response:
 Galvanometer
 Eye Tracking
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©Compiled by: Amir Ekhlassi
The marketing research process (cont’d)
3. Implementing the research plan: this involves
collecting, processing, and analyzing the information.
 The data collection phase of the marketing research
process is generally the most expensive and the most
subject to error.
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©Compiled by: Amir Ekhlassi
The marketing research process (cont’d)
4. Interpreting and reporting the findings: the researcher
should not try to overwhelm managers with numbers and
fancy statistical techniques. Rather, the researcher should
present important findings that are useful in the major
decisions faced by management.
 However, interpretation should not be left only to the
researchers. They are often experts in research design and
statistics, but the marketing manager knows more about
the problem and the decisions that must be made.
 Thus, managers and researchers must work together
closely when interpreting research results, and both must
share responsibility for the research process and resulting
decisions.
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©Compiled by: Amir Ekhlassi
Using Marketing Information
 Information must be distributed to the right people at
the right time.
 Routine information for decision making.
 Non-routine information for special situations.
 Intranets – protected information websites for
internal people.
 Extranets – protected information websites for
partners and external stakeholders.
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Research Issues

Small businesses and non-profit organizations lack
research resources.
 International marketing information can be difficult
and costly to obtain.
 Competitive information often difficult to obtain
ethically.
 Public policy issues.
 Intrusions on consumer privacy.
 Misuse of research findings.
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©Compiled by: Amir Ekhlassi
Thank You for Your Patient and Attention
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