1. © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

2. Learning Objectives
LEARNING OBJECTIVES
 How do marketers use information systems to create
greater value for customers?
 Can certain marketing research practices cause a firm to
encounter ethical problems
 What are the necessary steps to conduct marketing
research?
 What are primary and secondary data, and when should
each be used?
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3. McDonald’s Store Redesign
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4. Market Research Outcome
 What might have Chef
Boyardee learned in
research to design this
product and this print
ad?
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5. Marketing Research
.
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6. Using Marketing Information
Systems to Create Better Value
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7. What Would You Do?
Meet Aaron, a marketing researcher:
• He has just finished
giving a successful
presentation to a major
client.
• The client has asked for
a list of companies that
participated in the
study and copies of all
the completed surveys.
CASRO Website
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8. The Marketing Research Process
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9. Step 1: Defining the Objectives and
Research Needs
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10. Step 2: Designing the
Research Project
Secondary data
Secondary data Primary data
Primary data
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11. Syndicated Data
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12. Advantages and Disadvantages of
Secondary and Primary Data
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13. Step 3: Data Collection Process
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14. Data Collection
TheIdeaGroup Commercial
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15. Describing the benefits
 How could Ziploc use
exploratory research
to design this ad?
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16. Using Exploratory Research
How can a firm use exploratory research to
How can a firm use exploratory research to
uncover consumers’ attitudes toward their
uncover consumers’ attitudes toward their
product/service?
product/service?
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17. Conclusive Research Methods
Can be either:
Can be either:
Descriptive Experimental
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18. Survey Research
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19. Web Surveying
 Response rates are
relatively high
 Respondents may lie
less
 It is inexpensive
 Results are processed
and received quickly
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20. Using Web Surveying
How do firms successfully use web surveying?
How do firms successfully use web surveying?
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21. Experimental Research
Focus Group by Microsoft for Vista
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22. Scanner Research
Information Resources, Inc.
AC Nielsen
What if I
reduce my
price by 10%?
IRI Website
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23. Panel Research
Group of consumers Survey or sales receipts
What are they
buying
or not buying?
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24. Step 4: Analyzing Data
Converting data into information to explain, predict
Converting data into information to explain, predict
and/or evaluate a particular situation.
and/or evaluate a particular situation.
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25. Step 5: Presenting Results
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26. McDonald’s Makeover
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27. Debating Domestic Eavesdropping
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28. Market research includes:
A. collecting data.
B. analyzing data.
C. recording data.
D. interpreting data.
E. all of the above.
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29. The major advantage of primary research
data is it:
A. can be easily accessed through syndicated data
bases or unstructured data mines.
B. can be tailored to meet the specific research
needs.
C. take more time to collect than secondary data and
is more costly.
D. are general enough to meet researchers’ and
managers’ needs.
E. all of the above are advantages of primary research
data.
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30. A researcher will likely engage in
exploratory research when:
A. data co-mingling.
B. the market research problem is not clearly
defined.
C. syndicated marketing surveys provide
sufficient information to address the
research question.
D. conclusive research has been completed.
E. all of the above.
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31. Jerry is designing an online survey questionnaire.
When designing the questionnaire, Jerry should consider
which of the following?
A. be careful not to create misleading
questions.
B. use language respondents are familiar with.
C. sequence the questions appropriately.
D. create a clear and easy to follow layout.
E. all of the above.
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32. Check Yourself
1. What are the steps in the marketing research
process?
2. What is the difference between primary and
secondary research?
3. What is the difference between exploratory
and conclusive research?
4. What are some commonly used survey based
metrics?
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33. Glossary
Conclusive research provides the information
needed to confirm preliminary insights and which
managers can use to pursue appropriate courses
of action.
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34. Glossary
Data are raw numbers or other factual information
that, on their own, have limited value to
marketers.
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35. Glossary
Experimental research is a type of quantitative
research that systematically manipulates one or
more variables to determine which variables have
a causal effect on another variable.
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36. Glossary
Exploratory research attempts to begin to
understand the phenomenon of interest and
provides initial information when the problem
lacks any clear definition.
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37. Glossary
A marketing information system (MkIS) is a set of
procedures and methods that apply to the
regular, planned collection, analysis, and
presentation of information that then may be
used in marketing decisions.
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38. Glossary
Marketing research consists of a set of techniques
and principles for systematically collecting,
recording, analyzing, and interpreting data that
can aid decision makers involved in marketing
goods, services, or ideas.
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39. Glossary
Panel research is a type of quantitative research
that involves collecting information from a group
of consumers (the panel) over time.
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40. Glossary
Scanner research is a type of quantitative research
that uses data obtained from scanner readings of
UPC codes at check-out counters.
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41. Glossary
A survey is a systematic means of collecting
information from people that generally uses a
questionnaire.
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42. Glossary
Syndicated data are data available for a fee from
commercial research firms such as Information
Resources Inc. (IRI), National Purchase Diary
Panel, and ACNielsen.
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