978-0077729028 Chapter 10 Slides

Type

Quiz

Book Title

Marketing 5th Edition

ISBN 13

978-0077729028

April 8, 2019

Powerpoint Slides With Teaching Notes

Power Point Slide Teaching Notes

10-1: Marketing Research

10-2: Learning Objectives These are the learning objectives for this

chapter.

10-3: Disney Ask students: How did Disney conduct

research and what did they learn?

Students should realize that exploratory

research was very important.

How should Disney deal with the backlash

among privacy experts and some consumers?

10-4: McDonald’s Makeover Ask students: This clip demonstrates how

McDonald’s used observational research to

identify and understand their various target

markets.

Note: Please make sure that the video file is

located in the same folder as the PowerPoint

slides.

10-5: Market Research Outcome It appears from the message in the ad that

research showed that consumers did not like to

open the cans – it took an “easy” product and

made it easier.

10-6: Marketing Research Consists of a set of techniques and principles

for systematically collecting, recoding,

analyzing and interpreting data that can aid

decision makers involved in marketing goods,

services or ideas

The marketing research function links firms

and organizations to their customers through

data.

By collecting data from customers, firms can

better deliver products and services designed to

meet their needs

10-7: What Would You Do? Confidentiality is one of the first rules under

the Code of Ethics.

Aaron should not give information to the client

unless the research respondents have consented

to his doing so.

Bottom Line: Marketing research should be

used only to produce unbiased, factual

information.

This web link brings you to the Council of

American Survey Research Organizations code

of ethics

10-8: The Marketing Research Process Answers to some research questions are readily

accessible, as a simple data search would show.

10-9: Step 1: Defining the Objectives and

Research Needs

To determine whether to conduct research, two

questions must be addressed:

What?

How?

10-10: Step 2: Designing the Research

Project

In this step, researchers identify the type of

data needed and determine the type of research

necessary to collect it.

10-11: Step 3: Data Collection Process After answering why and how, researchers

must determine where they can find the data.

Discuss how the types of data required

determine the methods used to collect them.

If you can connect to your college library –

look at some of the data sources at your own

school. Databases like mintel, tablebase, ABI

inform and Business Source Premier are

excellent sources of data.

Group activity: As a group, tackle a problem

for a company (e.g., local retailer who appears

to be losing customers), For this problem, list

several research questions that secondary data

can answer. Then list several questions that

require primary data.

10-12: Step 4: Analyzing Data The problem today is not too little data but, in

many instances, too much. Firms are drowning

in data, and their challenge is to convert that

data into information.

For the cookie taste test example discussed

earlier, suppose the average mean for the group

who saw the national brand cookie was 5.4

(1=poor taste and 7=great taste) and the store

brand cookie was (2.3).

These two means are significantly different. It

would be important for the students to realize

that the data helps marketing managers make

decisions – in this case – creating and

cultivating that the brand is important.

10-13: Step 5: Presenting Results A typical marketing research report would start

with a two page executive summary.

This would highlight the objectives of the

study, methodology and key insights.

The body of the report would go through the

objectives of the study, issues examined,

methodology, analysis and results, insights and

managerial implications.

We would end with conclusions and any

limitations or caveats.

Many consultants today, provide an executive

summary, power point presentation of the

report, questionnaire and tabulated study

results

10-14: Check Yourself 1. Define objectives and research needs,

designing the research project, deciding on

the data collection process and collecting

the data. analyze and interpret the data,

prepare the findings for presentation.

2. Secondary data are pieces of information

that have been collected from other

sources. Primary data are data collected to

address specific research needs, usually

through observation, focus groups,

interviews, surveys, or experiments.

10-15: Syndicated Data Secondary data are plentiful and free, whereas

syndicated data generally are more detailed but

can be very costly.

Ask students: Why might firms subscribe to a

data service and collect their own primary and

secondary data at the same time?

10-16: Scanner Research Students may not remember a time before

grocery stores used scanners, but highlight how

the installation of scanners created a huge new

data source for marketers.

Ask students: What can researchers take from

scanner data?

Students might note that researchers can

discover which consumers purchase what

products together and how often. They also can

immediately track the impact of any price or

promotional adjustments. This web link brings

you to IRI homepage – explore their many

products with the students.

10-17: Panel Research In recent years, response rates to marketing

research surveys have declined, which has

increased usage of research panels.

10-18: Internal Secondary Data Every day, consumers provide wide-ranging

data that get stored in increasingly large

databases.

Ask students: How might firms and

organizations collect information about you?

Do you always know when you are providing

such data? Who uses these data?

In the United States, firms use opt-out

programs, so when consumers fill out a

registration form or application, the firm

automatically has permission to market to that

customer and share information with its

partners, unless consumers explicitly revoke

this permission. In contrast, the EU regulations

state that customers must opt-in to such

information uses.

10-19: Check Yourself 1. Secondary sources can be taken from

internal sources, including the company’s

sales invoices, customer lists, and other

reports generated by the company itself.

Secondary data might come from free or

very inexpensive external sources, such as

census data, information from trade

associations, and reports published in

magazines.

10-20: Step 3: Data Collection Process Managers commonly use several exploratory

research methods: observation, in-depth

interviewing, focus group interviews, and

projective techniques.

If the firm is ready to move beyond

preliminary insights, it likely is ready to

engage in conclusive research, which provides

the information needed to confirm those

insights and which managers can use to pursue

appropriate courses of action.

10-21: Data Collection Example of observation: When a museum

wanted to know which exhibits people visited

most often, it conducted a unique study to

determine the wear patterns in the floor.

This “human trace” evidence allowed the

museum to study flow patterns.

Interviews provide extremely valuable

information, because researchers can probe

respondents to elicit more information about

interesting topics.

Focus groups similarly provide a snapshot of

customers’ opinions and allow some follow-up

but also are relatively fast and inexpensive to

conduct.

Video: “The Brave New World of

Shopper-Tracking Technology”

Ask students what are the advantages to a

company in tracking a customer’s behavior

inside a store?

Ask students what are the advantages to a

company of combining a customer’s in-store

behavior with their online shopping behavior?

10-22: Describing the benefits They might have observed how people tested

the durability of bags – perhaps several turned

them upside down.

They may have conducted interviews about

problems, and leaking was a very big issue.

Finally, during a focus group, they might have

had one participant mention leaking and

another to discuss how you would test for

leaking – turning the bag upside down.

10-23: Check Yourself 1. Observation, In-Depth Interviews, Focus

Groups, and Social Media.

10-24: Survey Research Marketing research relies heavily on

questionnaires, and questionnaire design is

virtually an art form.

Ask students the advantages and disadvantages

of each type of question (unstructured and

structured).

Group activity: Create a questionnaire. First

determine the form of the questions (i.e.,

structured versus unstructured).

On the basis of these questions, what types of

analysis will you be able to perform on your

collected data?

10-25: Web Surveying Ask students: Do you fill out internet surveys?

If so, were you honest in your responses?

Ask students whether they took their time

with the survey and gave quality responses.

10-26: Using Web Surveying The Internet offers researchers a new way to

reach customers, but its use requires

adaptations and new research methods.

10-27: Experimental Research Using an experiment, McDonald’s would

“test” the price of a new menu item to

determine which is the most profitable

This web link is to a YouTube ad (always

check before class) by Microsoft for Vista. It

is called the Mojave experiment and is

designed to show the relationship between the

Vista name and “liking” of a computer system.

An example of an experiment could involve

two groups of subjects. One taste cookies with

a national brand and the other with a store

brand. Each group rates the cookie on a seven

point scale from poor to great taste. The group

with the branded name tends to rate the cookie

as better tasting, demonstrating the power of a

brand name.

Group Activity: Ask students to design a taste

test experiment for Coke vs. Pepsi.

10-28: Advantages and Disadvantages of

Secondary and Primary Data

A summary of the advantages and

disadvantages of each type of research.

10-29: Check Yourself 1. Define objectives and research needs,

designing the research project, deciding on

the data collection process and collecting

the data. analyze and interpret the data,

prepare the findings for presentation.

2. Secondary data are pieces of information

that have been collected from other

sources. Primary data are data collected to

address specific research needs, usually

through observation, focus groups,

interviews, surveys, or experiments.

10-30: Debating Domestic Eavesdropping This video covers domestic eavesdropping as

companies and the government get more

technical, they are able to collect much more

information.

The question in this video is whether the

government has the right to eavesdrop on

citizen’s communications.

Note: Please make sure that the video file is

located in the same folder as the PowerPoint

slides.

10-31: The Ethics of Using Customer

Information

This video covers domestic eavesdropping as

companies and the government get more

technical, they are able to collect much more

information.

The question in this video is whether the

government has the right to eavesdrop on

citizen’s communications.

10-32: Check Yourself 1. Marketers must adhere to legislative and

company policies, as well as respect

consumers’ desires for privacy.

2. As technology continues to advance

though, the potential threats to consumers’

personal information grow in number and

intensity.