2. 2
What is Marketing Research?What is Marketing Research?
‘‘the systematic gathering, recordingthe systematic gathering, recording
and analysing of data aboutand analysing of data about
problems relating to the marketing ofproblems relating to the marketing of
goods and services”goods and services”
Carried out through aCarried out through a
Marketing Information System (MIS)Marketing Information System (MIS)
3. 3
The Importance ofThe Importance of
Marketing ResearchMarketing Research
Marketers spend much timeMarketers spend much time
researching their marketsresearching their markets
because:because:
Identifies the needs of the market.Identifies the needs of the market.
Marketing activities are expensive.Marketing activities are expensive.
Marketers want their plans to haveMarketers want their plans to have
the most impact possible.the most impact possible.
4. 4
WHAT IS AN MIS?WHAT IS AN MIS?
An MIS is an organized method ofAn MIS is an organized method of
collecting and storing importantcollecting and storing important
information for marketers to use (andinformation for marketers to use (and
to make) necessary decisions for theirto make) necessary decisions for their
organizations.organizations.
An MIS can be as simple as a notebook orAn MIS can be as simple as a notebook or
as complex as technical computeras complex as technical computer
databases.databases.
5. 5
TYPES OF MARKETINGTYPES OF MARKETING
QUESTIONS AN MISQUESTIONS AN MIS
NEEDS TO ANSWERNEEDS TO ANSWER
WHEN
do consumers buy
(at the event or before from home)
WHO
consumes our product
decides to purchase
attends with whom
WHY
do consumers buy our product
do certain cluster of customers occur
WHAT
products compete with ours
benefits does consumer seek
factors influence demand
HOW
do consumers use our product
much do customers buy
WHERE
is the decision made to buy
do buyers seek product info
do customers buy the product
6. 6
RESEARCHING THERESEARCHING THE
GENERAL MARKETGENERAL MARKET
When conducting your research, there areWhen conducting your research, there are
crucial things you need to find out:crucial things you need to find out:
Critical Trading RadiusCritical Trading Radius
How far will customers travel for your product?How far will customers travel for your product?
Size of the marketSize of the market
Is the market big enough to support your team?Is the market big enough to support your team?
DemographicsDemographics
PsychographicsPsychographics
Spectatorship Levels for each demographic segmentSpectatorship Levels for each demographic segment
How many women watch football?How many women watch football?
Data on Future TrendsData on Future Trends
What is the trend for changing uniforms?What is the trend for changing uniforms?
7. 7
DATA SOURCESDATA SOURCES
FOR AN MISFOR AN MIS
An MIS has TWO general sources ofAn MIS has TWO general sources of
Data:Data:
INTERNALINTERNAL
Information from within the organization.Information from within the organization.
EXTERNALEXTERNAL
Information from outside the company.Information from outside the company.
8. 8
EXAMPLES OFEXAMPLES OF
INTERNAL SOURCESINTERNAL SOURCES
Sales RecordsSales Records
Inquiries from customers or fansInquiries from customers or fans
Accounting RecordsAccounting Records
Letters or Phone Calls ofLetters or Phone Calls of
Complaint or PraiseComplaint or Praise
Web Site InteractionWeb Site Interaction
9. 9
EXTERNALEXTERNAL
SOURCESSOURCES
External Sources can be broken downExternal Sources can be broken down
into two main categories:into two main categories:
1)1) Secondary DataSecondary Data
Data you receive from other sources.Data you receive from other sources.
Newspapers, Magazines, Websites,Newspapers, Magazines, Websites,
EncyclopediaEncyclopedia
2)2) Primary DataPrimary Data
Data that you collect first hand.Data that you collect first hand.
10. 10
SECONDARY DATASECONDARY DATA
EXAMPLESEXAMPLES
Census Reports (every ten years)Census Reports (every ten years)
Census-Based Demographic ReportsCensus-Based Demographic Reports
State AgenciesState Agencies
NYS Dept. of Education—School Report CardsNYS Dept. of Education—School Report Cards
Public LibrariesPublic Libraries
Chambers of CommerceChambers of Commerce
Trade Associations—player unionsTrade Associations—player unions
Professional Research Services—Professional Research Services—
(Nielsen Ratings, Box Office Stats)(Nielsen Ratings, Box Office Stats)
Trade Publications and WebsitesTrade Publications and Websites
(ESPN, FANTASY FOOTBALL STATS)(ESPN, FANTASY FOOTBALL STATS)
11. 11
TYPES OFTYPES OF
PRIMARY DATAPRIMARY DATA
SOURCESSOURCES
PersonalPersonal
Observation/InterviewsObservation/Interviews
Focus GroupsFocus Groups
Personal InterviewsPersonal Interviews
Community InterceptsCommunity Intercepts
Panel of ExpertsPanel of Experts
Mystery ShopperMystery Shopper
Surveys andSurveys and
QuestionnairesQuestionnaires
On-Site SurveysOn-Site Surveys
Mail SurveysMail Surveys
TelephoneTelephone
SurveysSurveys
ComputerizedComputerized
SurveysSurveys
12. 12
SURVEYS ANDSURVEYS AND
QUESTIONAIRESQUESTIONAIRES
Surveys are one of the best methods
to conduct research.
Offered electronically and in hard-copy
Consists of open-ended and close-
ended questions.
http://changingminds.org/techniques/question
13. 13
Survey QuestionsSurvey Questions
Open-Ended Questions:Open-Ended Questions:
Questions to which there is not one definite answer.Questions to which there is not one definite answer.
Respondents answer questions in their own words.Respondents answer questions in their own words.
Ex: "Are there any other comments about the courseEx: "Are there any other comments about the course
you would like to add?"you would like to add?"
Advantages:Advantages:
Very useful to pick-up unique information.Very useful to pick-up unique information.
Yield quotable material.Yield quotable material.
Steinbrenner is an excellent subject for any biography, but
"Steinbrenner" doesn't live up to the man.
“These hotdogs make me sick!”
Disadvantages:Disadvantages:
Responses can be more difficult to catalogue and interpret.Responses can be more difficult to catalogue and interpret.
Time consuming to read and record data.Time consuming to read and record data.
14. 14
Survey QuestionsSurvey Questions
Close-Ended Questions:Close-Ended Questions:
Have a finite set of answers that theHave a finite set of answers that the
respondent chooses.respondent chooses.
AdvantagesAdvantages
Easy to standardizeEasy to standardize
Data gathered from leads to easy statistical analysisData gathered from leads to easy statistical analysis
Disadvantages:Disadvantages:
More difficult to write than open-ended questions, asMore difficult to write than open-ended questions, as
the evaluator must design choices to include all thethe evaluator must design choices to include all the
possible answers a respondent could give for eachpossible answers a respondent could give for each
question.question.
See example sheet.See example sheet.
Source: http://coe.sdsu.edu/eet/Articles/surveyquest/index.htm
16. 16
TIPS FOR DESIGNINGTIPS FOR DESIGNING
A QUESTIONNAIREA QUESTIONNAIRE
Only publish contain questions for which theOnly publish contain questions for which the
marketer really needs answers for.marketer really needs answers for.
Simple, objective, closed-ended questionsSimple, objective, closed-ended questions
should be used most of the time.should be used most of the time.
Demographic questions should come at the endDemographic questions should come at the end
of the survey.of the survey.
Similar and related questions should beSimilar and related questions should be
grouped together and should flow from generalgrouped together and should flow from general
to specific.to specific.
Vary the style of questions used to maintainVary the style of questions used to maintain
interest.interest.
The questions should be free of ambiguities.The questions should be free of ambiguities.
