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Managing Marketing
   Information
The Marketing Research Process




  Cecilia M. O. Alvarez
Learning Objectives
• At the end of this lecture you will be able to:
  – List the stages of the Marketing Research
     Process
  – Understand the interconnectedness of the stages
     within the marketing research process
  – Recognize each step of the marketing research
     process in real case studies.




                   Cecilia M. O. Alvarez
The Marketing Research Process
Step 1: Establish the need for marketing research


    Step 2: Define the problem



        Step 3: Establish research objectives


                Step 4: Determine research design


                   Step 5: Identify information types and sources


                          Step 6: Determine methods of accessing data

                             Cecilia M. O. Alvarez
The Marketing Research Process

Step 7: Design data collection forms


    Step 8: Determine sample plan and size



        Step 9: Collect data


                Step 10: Analyze data


                    Step 11: Prepare and present a research report


                           Cecilia M. O. Alvarez
The Marketing Research Process

  • Words of Caution

    – Not all studies use every step.
    – Steps are not always sequential.




                Cecilia M. O. Alvarez
Step 1: Establish the Need for Marketing
                Research

• When Marketing Research is not needed?
  – The information is already available
  – Decisions need to be made now!
  – Can’t afford doing research
  – Costs outweigh the value of the research



                  Cecilia M. O. Alvarez
Step 2: Define the Problem

•The research problem can come about from:
 –The need to solve a current problem
 –A desire to pursue an opportunity

 Problem is a situation that call for managers to
 make choices among alternatives. So in order to
 define the problem the marketing manager needs to
 determine first the decision to be made.



                    Cecilia M. O. Alvarez
Step 3: Establish Research Objectives

• Objectives tell the researcher exactly how to
  obtain the information they need. They define:
     • What information will be collected?
     • From whom?
     • And in what format?




                      Cecilia M. O. Alvarez
The Birth of M&M Dark
    Chocolate Candy


A major package goods firm is deciding on
whether to continue the development of a
new “hard candy” product. The new product
is a line extension offering a distinctive new
ingredient ( dark chocolate) that should be
attractive to at least some category users.


                 Cecilia M. O. Alvarez
Should they dare to go to
                the dark side?

• Research problem:
  – To determine if the company
    should proceed (or not) with the
    introduction of a new “hard
    candy” product containing dark
    chocolate.



                    Cecilia M. O. Alvarez
Should they dare to go to
          the dark side?
• Research objective:

  – Conduct a survey based upon a
    representative sample of the target market
    (adults between 20- 65 years) and
    determine their attitudes and purchase
    intention (measured with a 7 point scales)
    of a new “hard candy” product containing
    dark chocolate.


                  Cecilia M. O. Alvarez
Step 4: Determine Research Design

• Exploratory Research: collects information in
  an unstructured and informal manner
• Descriptive Research: refers to a set of
  methods and procedures describing marketing
  variables
• Causal Research (experiments): allows
  isolation of causes and effects


                    Cecilia M. O. Alvarez
Step 5: Identify Information Types and
                  Sources
• Secondary Data: information that has been
  collected for some other purpose other than the
  research at hand
• Primary Data: information that has been
  gathered specifically for the research
  objectives at hand



                    Cecilia M. O. Alvarez
Step 6: Determine Methods of Accessing
                  Data
• Secondary Data: accessing data through
  sources such as the Internet and library
• Primary Data: collecting data through methods
  such as telephone, mail, and face-to-face
  interviews, mall-intercept studies, online
  surveys or observation studies and focus
  groups.


                    Cecilia M. O. Alvarez
Step 7: Design Data Collection Forms

• The design of the data collection form that is
  used to ask and record information in
  marketing research projects is critical to the
  success of the project.
  – Quantitative (questionnaires)
  – Qualitative (observation studies)




                      Cecilia M. O. Alvarez
Step 8: Determine Sample Plan and Size

• Sample plan: refers to the process used to
  select units from the population to be included
  in the sample
• Sample size: refers to determining how many
  elements of the population should be included
  in the sample



                    Cecilia M. O. Alvarez
The Healthy Snack
The low-salt and unsalted crackers accounted
for 7.2% of the total cracker sales in 2002.
These crackers vary in importance to the
parent brand. The established entry into the
low-salt and unsalted category now accounts
for 23% of the total brand volume. However,
with the recent success, competitive entries
have begun to appear.
                Cecilia M. O. Alvarez
The Healthy Snack
 In order to continue to build the low-salt
cracker business and to effectively defend
these brands against new competitive entries
(increase and maintain market share), a
better understanding of consumers’ usage of
low-salt and unsalted crackers and their
attitudes towards our brand and the
competition is needed.

                 Cecilia M. O. Alvarez
The Healthy Snack

• Research problem/opportunity: To protect
  our brand from competitive entries to the
  market by increasing the usage and benefits
  (strengths) of our brand.




                  Cecilia M. O. Alvarez
The Healthy Snack
• Research objectives: Conduct a survey among low-
  salt/unsalted cracker consumers, and determine:
  1. Consumers attitudes ( 7 point scales like/dislike)
     towards our brand and the competition on the main
     brand benefits: taste, nutrition, calories, and sodium
     content.
  2. Determine the consumer’s product usage context (how,
     how much, when, and with what is the product
     consumed)


                       Cecilia M. O. Alvarez
The Healthy Snack

• Research Design: descriptive research
• Information Type: primary data.
• Data Collection Method: National mail
  survey among users of any brand of crackers
  (Krispy, Rits, Premium, Town House, Wheat
  Thins, and Triscuit).


                 Cecilia M. O. Alvarez
The Healthy Snack
• Sampling Plan: It is suggested a two-stage
  mailing to a consumer panel.
  – An initial screening phase in order to identify
    product users.
  – A follow-up phase with an extensive auto-
    administered survey.
• Sample Size: It is suggested a minimum of
  150 users per brand
                    Cecilia M. O. Alvarez
Step 9: Collect Data
• Data collection is very important because,
  regardless of the data analysis methods
  used, data analysis cannot “fix” bad data.
• Non-sampling errors may occur during data
  collection.



                  Cecilia M. O. Alvarez
Step 10: Analyze Data
• Data cleaning: process by which raw data
  are checked to verify that the data have
  been correctly entered from the data
  collection form to the computer software
  program
• Data analysis: involves entering data into
  computer files, inspecting data for errors,
  and running tabulations and various
  statistical tests
                   Cecilia M. O. Alvarez
Step 11: Prepare and Present the
        Final Research Report
• Consists of a formal written research report
  and an oral presentation
• Its importance cannot be overstated because
  it is the report, or its presentation, that
  properly communicates the results to the
  client.


                  Cecilia M. O. Alvarez
Managing Marketing
   Information
The Marketing Research Process




 Cecilia M. O. Alvarez

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Mr process

  • 1. Managing Marketing Information The Marketing Research Process Cecilia M. O. Alvarez
  • 2. Learning Objectives • At the end of this lecture you will be able to: – List the stages of the Marketing Research Process – Understand the interconnectedness of the stages within the marketing research process – Recognize each step of the marketing research process in real case studies. Cecilia M. O. Alvarez
  • 3. The Marketing Research Process Step 1: Establish the need for marketing research Step 2: Define the problem Step 3: Establish research objectives Step 4: Determine research design Step 5: Identify information types and sources Step 6: Determine methods of accessing data Cecilia M. O. Alvarez
  • 4. The Marketing Research Process Step 7: Design data collection forms Step 8: Determine sample plan and size Step 9: Collect data Step 10: Analyze data Step 11: Prepare and present a research report Cecilia M. O. Alvarez
  • 5. The Marketing Research Process • Words of Caution – Not all studies use every step. – Steps are not always sequential. Cecilia M. O. Alvarez
  • 6. Step 1: Establish the Need for Marketing Research • When Marketing Research is not needed? – The information is already available – Decisions need to be made now! – Can’t afford doing research – Costs outweigh the value of the research Cecilia M. O. Alvarez
  • 7. Step 2: Define the Problem •The research problem can come about from: –The need to solve a current problem –A desire to pursue an opportunity Problem is a situation that call for managers to make choices among alternatives. So in order to define the problem the marketing manager needs to determine first the decision to be made. Cecilia M. O. Alvarez
  • 8. Step 3: Establish Research Objectives • Objectives tell the researcher exactly how to obtain the information they need. They define: • What information will be collected? • From whom? • And in what format? Cecilia M. O. Alvarez
  • 9. The Birth of M&M Dark Chocolate Candy A major package goods firm is deciding on whether to continue the development of a new “hard candy” product. The new product is a line extension offering a distinctive new ingredient ( dark chocolate) that should be attractive to at least some category users. Cecilia M. O. Alvarez
  • 10. Should they dare to go to the dark side? • Research problem: – To determine if the company should proceed (or not) with the introduction of a new “hard candy” product containing dark chocolate. Cecilia M. O. Alvarez
  • 11. Should they dare to go to the dark side? • Research objective: – Conduct a survey based upon a representative sample of the target market (adults between 20- 65 years) and determine their attitudes and purchase intention (measured with a 7 point scales) of a new “hard candy” product containing dark chocolate. Cecilia M. O. Alvarez
  • 12. Step 4: Determine Research Design • Exploratory Research: collects information in an unstructured and informal manner • Descriptive Research: refers to a set of methods and procedures describing marketing variables • Causal Research (experiments): allows isolation of causes and effects Cecilia M. O. Alvarez
  • 13. Step 5: Identify Information Types and Sources • Secondary Data: information that has been collected for some other purpose other than the research at hand • Primary Data: information that has been gathered specifically for the research objectives at hand Cecilia M. O. Alvarez
  • 14. Step 6: Determine Methods of Accessing Data • Secondary Data: accessing data through sources such as the Internet and library • Primary Data: collecting data through methods such as telephone, mail, and face-to-face interviews, mall-intercept studies, online surveys or observation studies and focus groups. Cecilia M. O. Alvarez
  • 15. Step 7: Design Data Collection Forms • The design of the data collection form that is used to ask and record information in marketing research projects is critical to the success of the project. – Quantitative (questionnaires) – Qualitative (observation studies) Cecilia M. O. Alvarez
  • 16. Step 8: Determine Sample Plan and Size • Sample plan: refers to the process used to select units from the population to be included in the sample • Sample size: refers to determining how many elements of the population should be included in the sample Cecilia M. O. Alvarez
  • 17. The Healthy Snack The low-salt and unsalted crackers accounted for 7.2% of the total cracker sales in 2002. These crackers vary in importance to the parent brand. The established entry into the low-salt and unsalted category now accounts for 23% of the total brand volume. However, with the recent success, competitive entries have begun to appear. Cecilia M. O. Alvarez
  • 18. The Healthy Snack In order to continue to build the low-salt cracker business and to effectively defend these brands against new competitive entries (increase and maintain market share), a better understanding of consumers’ usage of low-salt and unsalted crackers and their attitudes towards our brand and the competition is needed. Cecilia M. O. Alvarez
  • 19. The Healthy Snack • Research problem/opportunity: To protect our brand from competitive entries to the market by increasing the usage and benefits (strengths) of our brand. Cecilia M. O. Alvarez
  • 20. The Healthy Snack • Research objectives: Conduct a survey among low- salt/unsalted cracker consumers, and determine: 1. Consumers attitudes ( 7 point scales like/dislike) towards our brand and the competition on the main brand benefits: taste, nutrition, calories, and sodium content. 2. Determine the consumer’s product usage context (how, how much, when, and with what is the product consumed) Cecilia M. O. Alvarez
  • 21. The Healthy Snack • Research Design: descriptive research • Information Type: primary data. • Data Collection Method: National mail survey among users of any brand of crackers (Krispy, Rits, Premium, Town House, Wheat Thins, and Triscuit). Cecilia M. O. Alvarez
  • 22. The Healthy Snack • Sampling Plan: It is suggested a two-stage mailing to a consumer panel. – An initial screening phase in order to identify product users. – A follow-up phase with an extensive auto- administered survey. • Sample Size: It is suggested a minimum of 150 users per brand Cecilia M. O. Alvarez
  • 23. Step 9: Collect Data • Data collection is very important because, regardless of the data analysis methods used, data analysis cannot “fix” bad data. • Non-sampling errors may occur during data collection. Cecilia M. O. Alvarez
  • 24. Step 10: Analyze Data • Data cleaning: process by which raw data are checked to verify that the data have been correctly entered from the data collection form to the computer software program • Data analysis: involves entering data into computer files, inspecting data for errors, and running tabulations and various statistical tests Cecilia M. O. Alvarez
  • 25. Step 11: Prepare and Present the Final Research Report • Consists of a formal written research report and an oral presentation • Its importance cannot be overstated because it is the report, or its presentation, that properly communicates the results to the client. Cecilia M. O. Alvarez
  • 26. Managing Marketing Information The Marketing Research Process Cecilia M. O. Alvarez

Notas do Editor

  1. Welcome to the Managing Marketing Information lecture 2. This lecture will describe the steps included in the marketing research process.
  2. At the end of this lecture …
  3. In the previous lecture we established the need for marketing research and the role it plays in aiding marketing managers to take decisions. In this lecture we will describe the 11 steps of the marketing research process…Step 1…
  4. I have some words of caution:First, not all studies use all the steps, for example there are some studies that are just exploratory in nature, they are not formal and therefore a simple search on the web might reach the research objectives.Second, sometimes the steps are not sequential, for example, in the middle of the data collection the researcher realized that the research objectives need to be changed. We will examine each step in detail through out the semester, but for now, let me describe briefly each step in this lecture,
  5. In order to be able to make that decision the manager would like to know … All this questions are information gaps that we would like to
  6. betterunderstand the purchase and usage dynamics within the low-salt/unsalted cracker market and the particular brands’ strengths and weaknesses