1. MARKETING
MANAGEMENT
Chapter 4 – Marketing Research
Process

2. Marketing Problem - 1
 A restaurant chain wants to estimate eating out
habit of students in IBS Campus.

3. Marketing Problem - 2
 A magazine distribution house wants to know
how many people read a specific magazine
while travelling.

4. Marketing Problem - 3
 A company wants to assess its advertising
effectiveness.

5. Marketing Problem - 4
 What are the reasons behind shipping cart
abandonment? What are the possible
remedies to counter shipping cart
abandonment?

6. Marketing Problem - 5
 Assume you are interested in opening a children’s
retail clothing store specializing in upscale children’s
fashions for newborn through 10-years-olds. You are
unsure whether there is enough demand in your
area to be profitable. What information you need
before making this decision and decide on which
sources can provide that information?
 Furthermore assume your plan to conduct a survey
to better estimate demand for this product

7. Marketing Research
 The systematic design, collection, analysis, and
reporting of data relevant to a specific marketing
situation facing an organization.

8. Marketing Research Process
1. Defining
Problems and
Research
Objectives
2. Develop the
Research Plan
3. Collect the
Information
4. Analyze the
Information
5. Present the
Findings
6. Make the
Decisions

9. 1. Defining Problems and
Research Objectives
 Which type of problem is this?
 Do we have clarity about what we want to
research?
 Strategy:
 Think backwards i.e. end-means

10. Types of marketing research
Marketing
Research
Exploratory Descriptive Causal

11. 2. Develop the Research Plan
 Data sources:
 Internal records, primary data and secondary data
 Research Approach
 Observational Research
 Focus Group Research
 Survey Research
 Behavioral Research
 Experimental Research

12. From Data to Decision

13. Data Drives Strategy
Organizations are drowning in data.
Survey results, internal records, private reports,
government reports.
Click stream data, web analytics, etc.
Marketing insight occurs somewhere between
information and knowledge.

14. Soures of data: Internal records
Accounting, finance, production and marketing
personnel collect and analyze data.
Nonmarketing data, such as sales and advertising
spending
Sales force data
Conversion rate, ads effectiveness, tracking customer
behavior
Customer characteristics and behavior
Universal product codes
Tracking of user movements through web pages

15. Secondary data
Can be collected more quickly and less
expensively than primary data.
Secondary data may not meet e-marketer’s
information needs.
Data were gathered for a different purpose.
Quality of secondary data may be unknown.
Data may be old.
Marketers continually gather business
intelligence by scanning the environment.

16. Public and Private Data Sources
•Publicly generated data
• U.S. Patent Office
• American Marketing Association
• Social Media Database
•Privately generated data
• Well Known Expert’s Blog - Seth Godin’s Blog
• Forrester Research
• Nielsen/NetRatings
• Pew Research Center
•Online databases

17. Competitive Intelligence
 Analyzing the industry in which a firm operates as a
input to the firms' strategic positioning to
understand competitors vulnerability
 Sources
 Competitors press release
 New product launch
 New alliances
 Co-brands
 Trade show activity
 Social media conversations
 Web site logs
 Third-party industry specific sites

18. Information Quality
 Advise to be objective, especially before using
information on web pages
 Control for cultural differences
 Don’t get distracted by website design
 Discover the website’s author identity
 Try to determine whether the site author is an
authority on the web site topic
 Check to see when site was last updated
 Determine how comprehensive the site is
 Try to establish triangulation
 Check to site content for accuracy

19. NO SITE IS COMPLETE
AND ACCURATE!!!

20. Primary Data
Two electronic sources of primary data
collection:
Internet
Real space
Primary data collection on the Net:
Experiments
Focus groups
In-depth interviews
Survey research
Real-space data collection refers to technology-
enabled gathering of information offline.

21. Online Research Advantages & Disadvantages
Advantages
Can be fast and inexpensive.
Surveys may reduce data entry errors.
Respondents may answer more honestly and
openly.
Disadvantages
Sample representativeness.
Measurement validity.
Respondent authenticity.
Researchers are using online panels to combat
sampling and response problems.

22. Other Technology-Enabled Approaches
•Client-side Data Collection
• Cookies
• Use PC meter with panel of users to track the user
clickstream.
•Server-side Data Collection
• Data log software
• Real-time profiling tracks users’ movements through
a web site.

23. Real-Space Data Collection, Storage, and Analysis
•Offline data collection may be combined with
online data.
•Transaction processing databases move data
from other databases to a data warehouse.
•Data collected can be analyzed to help make
marketing decisions.
• Data Mining
• Customer Profiling
• Recency, Frequency, Monetary (RFM) Analysis
• Report Generating

24. DOUBTS?????