Market Research and Market Information

7-1

Market research, the need and the forms Information systems increase the usefulness of data Growing role of technology in marketing research Conducting a market research project Gathering and using information about competitors Ethics enters into the performance of marketing research

7-2

Markets Market Segments

Marketing Mix

Expectations Satisfaction Competition

7-3

The development, interpretation, and communication of decision-oriented information to be used in all phases of the marketing process.

7-4

Syndicated Services

Marketing Information System

Decision Support System

Marketing Research Activities

Marketing Research Project

7-5

On-going, organized procedure to generate, analyze, disseminate, store, and retrieve information for use in making marketing decisions.

7-6

7-7

Computer-based

Allows Interaction with Data

Uses various methods of analysis

Integrate, analyze interpret information

7-8

7-9

DATABASE

Assembled data pertinent to a particular topic

DATA WAREHOUSE

Enormous collection of data from external or internal sources compiled by a firm

DATA MINING

Sophisticated techniques capable of identifying patterns and relationships in masses of data

7-10

7-11

7-12

PRIMARY DATA

Observation

Cookies

Experimental

Test Market Mail

Survey
Face to Face
7-13

Telephone

Inside the company

SECONDARY DATA Outside the company

7-14

Data-gathering form
Question wording Response format Questionnaire layout Pretesting Representative Sample Random samples Convenience samples
7-15

Process of gathering and analyzing public information about competitors

7-16

Market Research
Privacy
Data Collection

Privacy Data Use

False Representation

Intrusiveness

Deceptive Implementation

7-17

Significant advances in methods

But

Little investment in market opportunity research

Predicting behavior is inexact

Conflicting objectives

Project orientation

7-18

Marketing research Marketing information system Decision support system Database Data warehouse Data mining Retail scanners Single-source data

Situational analysis Hypothesis Informal investigation Primary data Secondary data Observation method Cookies Survey Face-to-face interviews

7-19

Focus group Telephone survey Mail survey Internet surveys Experiment Test marketing Competitive intelligence

7-20