PowerPoint Slides With Teaching Notes
PowerPoint Slide Teaching Notes
10-1: Marketing Research
10-2: Marketing Research 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 McDonald’s conducted extensive research for
this redesign of their restaurants.
In fact, the research let them to the conclusion
that they have several segments of customers
who used the space in different ways.
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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 In this step, researchers identify the type of data
needed and determine the type of research
necessary to collect it.
10-11: Step 3: Collecting the Data 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 and
Developing Insights
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 example, consider data from a cookie taste
test. 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: Developing and
Implementing an Action Plan
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, PowerPoint presentation of the report,
questionnaire, and tabulated study results.