Marketing Research & Communications (2)
On completion of this Lecture and Unit 9 of the text, you should be able to:
Define marketing research and understand the need for it
Describe the link between marketing research and decision-making Understand the key roles of marketing research
Describe the challenges and limitations in marketing research Understand key ethical considerations
UNIT 9 (P.95)
Business Research Methods.
Your Dissertation is actually very similar a marketing research project.
Unit 9 1/17
Unit 9 2/17
Customer databases 1
Questionnaire Design, Sampling
Methods, Sample Size, Data
- Graphical / Table Presentation/ Statistical
- Hypothesis Testing
- Correlation and regression analysis
- Reliability Test, Factor Analysis etc.
collection, analysis and communication of information, undertaken
How to present the conclusions and
recommendation to management?
- Research Report
- Oral Presentation
Just another definition.
4 main types of data used to construct a database:
1. Behavioural data about customers actions and interaction with the organisation e.g. they are data about consumers' buying habits, brand preferences, and product usage.
2. Volunteered data surveys and questionnaires
3. Attributed data from marketing research studies. They are data that represents an individual characteristic or a count. Examples : the presence or absence of a required label on a product, no. of people goes to movie no average or ranking
4. Profile data linking with other sources
geodemographic profiling systems, lifestyle databases
Unit 9 P.95
Let me show you an
example of a SPSS data
- a collection of related information
This is the
role to provide high quality of
information to management.
Unit 9 3/17
Frequency of travelling per month
Frequency of watching movie in cinema
Expenditure on wine
Use of technology
What kinds of mobile phone do you use?
Unit 9 4/17
The Integration of
Marketing Research 1
Customer databases 2
Customer databases are very important because of
the following reasons.
As a source of marketing intelligence
On customer purchase behaviour
Customer loyalty (length of relationship, value)
Customer response to marketing communications, new products, price changes
Includes information from other internal sources, such as:
sales, customer satisfaction, complaints, advertising spend, previous promotional campaigns, previous research studies
Still prevalent but now feeding the databases
As marketing decision support systems
creates an interactive system to assist in analysis of marketing issues through:
modelling, trends, forecasts, statistical evaluation
real-time reports and critical incident alerts by computer
How do we
handle data ?
Databases identify respondents and topics
Unit 9 5/17
There is new term
to replace this in
Not Necessary now !!
world it is
Credit cards, Octopus cards, online shopping, Internet from text in Wilson (2006) by McLeod 2010 Adapted
surfing can all record our shopping behavior.
Unit 9 6/17
The Integration of
Marketing Research 2
In the past, surveys were used to get information on
customer behaviour, awareness levels, attitudes
Now, organisations often hold significant amounts of data on customers
In conducting market
analyze the macro
as well as micro
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