marketing research

Topics: Marketing, Market research, Marketing research Pages: 5 (1440 words) Published: July 25, 2014
Learning Outcomes
MKT08904
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)
Marketing Research
Marketing Research

Lecture 9

Business Research Methods.

Your Dissertation is actually very similar a marketing research project.
Unit 9 1/17

Unit 9 2/17

Customer databases 1
Definitions:
Questionnaire Design, Sampling
Methods, Sample Size, Data
Collection Methods

- Graphical / Table Presentation/ Statistical
Summaries
- Hypothesis Testing
- Correlation and regression analysis
- Reliability Test, Factor Analysis etc.

Marketing Research
collection, analysis and communication of information, undertaken

Customer Database

How to present the conclusions and
recommendation to management?
- Research Report
- Oral Presentation
Wilson, 2006.

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
set

- a collection of related information

This is the
role to provide high quality of
information to management.

Unit 9 3/17

Socialeconomic
status

-

Age
Martial Status
Education
Occupation
Income
Living location

-

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

Data Gathering
Discover
Hidden
Pattern

Includes information from other internal sources, such as:
sales, customer satisfaction, complaints, advertising spend, previous promotional campaigns, previous research studies

Now

Traditionally

Let me
show
you an
example

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
collect and
handle data ?

Survey &
Observation
Databases identify respondents and topics

Make
Forecast
Hard Copy
Outdated
Describe
Facts
Unit 9 5/17

Database

Customers
Competitors
Markets

There is new term
to replace this in
Not Necessary now !!
Why ?

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
research, marketing
information should
analyze the macro
as well as micro
environment....
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