Mr process

• 1. Managing Marketing InformationThe Marketing Research ProcessCecilia 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 ProcessStep 1: Establish the need for marketing researchStep 2: Define the problemStep 3: Establish research objectivesStep 4: Determine research design Step 5: Identify information types and sourcesStep 6: Determine methods of accessing data Cecilia M. O. Alvarez 4. The Marketing Research ProcessStep 7: Design data collection formsStep 8: Determine sample plan and sizeStep 9: Collect dataStep 10: Analyze dataStep 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 MarketingResearch When Marketing Research is not needed? The information is already available Decisions need to be made now! Cant afford doing research Costs outweigh the value of the researchCecilia M. O. Alvarez 7. Step 2: Define the ProblemThe 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 toobtain 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 DarkChocolate CandyA major package goods firm is deciding onwhether to continue the development of anew hard candy product. The new productis a line extension offering a distinctive newingredient ( dark chocolate) that should beattractive to at least some category users. Cecilia M. O. Alvarez 10. Should they dare to go tothe dark side? Research problem: To determine if the companyshould proceed (or not) with theintroduction of a new hardcandy product containing darkchocolate.Cecilia M. O. Alvarez 11. Should they dare to go tothe dark side? Research objective: Conduct a survey based upon arepresentative sample of the target market(adults between 20- 65 years) anddetermine their attitudes and purchaseintention (measured with a 7 point scales)of a new hard candy product containingdark chocolate.Cecilia M. O. Alvarez 12. Step 4: Determine Research Design Exploratory Research: collects information inan unstructured and informal manner Descriptive Research: refers to a set ofmethods and procedures describing marketingvariables Causal Research (experiments): allowsisolation of causes and effectsCecilia M. O. Alvarez 13. Step 5: Identify Information Types andSources Secondary Data: information that has beencollected for some other purpose other than theresearch at hand Primary Data: information that has beengathered specifically for the researchobjectives at handCecilia M. O. Alvarez 14. Step 6: Determine Methods of AccessingData Secondary Data: accessing data throughsources such as the Internet and library Primary Data: collecting data through methodssuch as telephone, mail, and face-to-faceinterviews, mall-intercept studies, onlinesurveys or observation studies and focusgroups.Cecilia M. O. Alvarez 15. Step 7: Design Data Collection Forms The design of the data collection form that isused to ask and record information inmarketing research projects is critical to thesuccess 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 toselect units from the population to be includedin the sample Sample size: refers to determining how manyelements of the population should be includedin the sampleCecilia M. O. Alvarez 17. The Healthy SnackThe low-salt and unsalted crackers accountedfor 7.2% of the total cracker sales in 2002.These crackers vary in importance to theparent brand. The established entry into thelow-salt and unsalted category now accountsfor 23% of the total brand volume. However,with the recent success, competitive entrieshave begun to appear.Cecilia M. O. Alvarez 18. The Healthy Snack In order to continue to build the low-saltcracker business and to effectively defendthese brands against new competitive entries(increase and maintain market share), abetter understanding of consumers usage oflow-salt and unsalted crackers and theirattitudes towards our brand and thecompetition is needed. Cecilia M. O. Alvarez 19. The Healthy Snack Research problem/opportunity: To protectour brand from competitive entries to themarket 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 consumers 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 mailsurvey among users of any brand of crackers(Krispy, Rits, Premium, Town House, WheatThins, and Triscuit). Cecilia M. O. Alvarez 22. The Healthy Snack Sampling Plan: It is suggested a two-stagemailing to a consumer panel. An initial screening phase in order to identifyproduct users. A follow-up phase with an extensive auto-administered survey. Sample Size: It is suggested a minimum of150 users per brandCecilia M. O. Alvarez 23. Step 9: Collect Data Data collection is very important because,regardless of the data analysis methodsused, data analysis cannot fix bad data. Non-sampling errors may occur during datacollection.Cecilia M. O. Alvarez 24. Step 10: Analyze Data Data cleaning: process by which raw dataare checked to verify that the data havebeen correctly entered from the datacollection form to the computer softwareprogram Data analysis: involves entering data intocomputer files, inspecting data for errors,and running tabulations and variousstatistical tests Cecilia M. O. Alvarez 25. Step 11: Prepare and Present theFinal Research Report Consists of a formal written research reportand an oral presentation Its importance cannot be overstated becauseit is the report, or its presentation, thatproperly communicates the results to theclient.Cecilia M. O. Alvarez 26. Managing Marketing InformationThe Marketing Research Process Cecilia M. O. Alvarez