Exploring Marketing Research

William G. Zikmund

Chapter 1: The Nature of Marketing Research

The Nature of Marketing Research

Marketing research is one of the principal tools for answering questions because it:
Links the consumer, customer, and public to the market through information used to identify and define marketing Generates, refines, and evaluates marketing actions Monitors marketing performance Underlines the understanding of marketing as a process

Marketing Research Defined

The systematic and objective process of generating information for aid in making marketing decisions

The Marketing Research Process

This process includes: specifying what information is required; designing the method for collecting information; managing and implementing the collection of data; analyzing the results; and communicating the findings and their implications.

Information Reduces Uncertainty

I dont know if we should enter the Australian Market?

It aint the things we dont know that gets us in trouble. Its the things we know that aint so.
Artemus Ward

Marketing Research Types

Basic research Applied research

Basic Research
Attempts to expand the limits of knowledge Not directly involved in the solution to a pragmatic problem

Basic Research Example

Do consumers experience cognitive dissonance in low-involvement situations?

Applied Research
Conducted when a decision must be made about a specific real-life problem

Applied Research Example

Should McDonalds add Italian pasta dinners to its menu? Marketing research told McDonalds it should not? Should Procter & Gamble add a high-priced home teeth bleaching kit to its product line? Research showed Crest Whitestrips would sell well at a retail price of $44

Scientific Method
The analysis and interpretation of empirical evidence (facts from observation or experimentation) to confirm or disprove prior conceptions

Marketing Concept
Central idea in marketing Evolved over time Not production-oriented Marketing-oriented

Marketing Concept
Consumer Oriented Long Run Profitability

Cross-Functional Effort

Keeping Customers and Building Relationships

RELATIONSHIP MARKETING - the idea that a major goal of marketing is to build long-term relationships with the parties who contribute to the companys success. Marketers want customers for life. Managing the relationships that will bring about additional exchanges

Stages in Developing and Implementing a Marketing Strategy

Identifying and evaluating opportunities Analyzing market segments and selecting target markets Planning and implementing a marketing mix Analyzing market performance

Identifying and Evaluating Opportunities

Examples Mattel Toys investigates desires for play experiences Home cooking is on the decline. Purchase of precooked home replacement meals is on the rise. Number of investors trading stock on the Internet is growing.

Analyze Market Segments and Select Target Markets-Examples

Cadillac investigates buyers demographic characteristics MTV, monitoring demographic trends, learns the Hispanic audience is growing rapidly Sears learns women, age 25-54 with average household income of $38,000, are core customers. Targets this market with "The Good Life at a Great Price. Guaranteed. Sears."

Plan and Implement a Marketing Mix

Price: Safeway does a competitive pricing analysis Distribution: Caterpillar Tractor Co. investigates dealer service program. Product: Oreo conducts taste test, Oreo cookie vs. Chips Ahoy Promotion: How many consumers recall the Life Tastes Good. Coca Cola! slogan?

Analyze Marketing Performance

This years market share is compared to last years. Did brand image change after new advertising?

Performance-monitoring Research
Research that regularly provides feedback For evaluation And control Indicates things are Or are not going as planned Research may be required To explain why something went wrong

Determining When to Conduct Marketing Research

Time constraints Availability of data Nature of the decision Benefits versus costs

Determining When to Conduct Marketing Research

Time Constraints Availability of Data ature of the Decision N Benefits vs. Costs

Is sufficient time available?

Yes

Is the Does the Information decision of Yes informationYes already on Yes strategic value hand or tactical exceed the inadequate? importance? research cost?
No No No

Conduct Marketing Research

No

Do Not Conduct Marketing Research

Value versus Costs

Potential Value of a Marketing Research Effort Should Exceed Its Estimated Costs

Value Should Exceed Estimated Costs

Costs Value
Decreased certainty Increased likelihood of a correct decision Improved marketing performance and resulting higher profits Research expenditures Delay of marketing decision and possible disclosure of information to rivals Possible erroneous research results

Marketing Research in the 21st Century

Increased globalization Growth of the Internet and other information technologies

Global Research
Business Research is increasingly global Market knowledge is essential A.C. Nielsen - more that 67% international business

Global Marketing Research

General information about country economic conditions and political climate Cultural and consumer factors Market and competitive conditions demand estimation

The Internet is Transforming Society

Time is collapsing. Distance is no longer an obstacle. Crossing oceans is only a mouse click away. People are connected 24 hours a day, seven days a week. "Instantaneous" has a new meaning.

Internet Research
Seeking facts and figures about an issue Surveys on Web sites