Chapter 10

Marketing Research

McGraw-Hill Education. All rights reserved. Authorized only for instructor use in the classroom. No reproduction or further distribution permitted without the prior written consent of McGraw-Hill Education.
 Learning Objectives

Learning Objective 10.1 Identify the five steps in the

marketing research process.
Learning Objective 10.2 Describe the various secondary
data sources.
Learning Objective 10.3 Describe the various primary
data collection techniques.
Learning Objective 10.4 Summarize the differences
between secondary data and primary data.
Learning Objective 10.5 Examine the circumstances
under which collecting information on consumers
is ethical. 2
McGraw-Hill Education
 The Marketing Research Process

Defining the Designing the Collecting the

objectives and research data
research needs

Analyzing data Developing and

and developing implementing an
insights action plan

3
McGraw-Hill Education
 Step 1: Defining Objectives
and Research Needs

What information is
How should that
needed to answer
information be
specific research
obtained?
questions?

4
McGraw-Hill Education
 Step 2: Designing the Research

Type of data Type of research

5
McGraw-Hill Education
 Step 3: Collecting the Data

Secondary Data
Collected prior to the start of the research project
External as well as internal data sources

Primary Data
Collected to address specific research needs
Focus groups, in-depth interviews, surveys

6
McGraw-Hill Education
 Step 4: Analyzing Data
and Developing Insights

https://www.youtube.com/watch?v=CStxyj0tJ6g

Converting data into information to explain,

predict, and/or evaluate a particular situation.
7
McGraw-Hill Education
 Step 5: Developing and
Implementing an Action Plan

Executive Summary

Body

Conclusions

Limitations

Supplements including
tables, figures, appendices
8
McGraw-Hill Education
 PROGRESS CHECK (1 of 5)

1. What are the steps in the marketing research

process?
2. What is the difference between data and
information?

9
McGraw-Hill Education
 External Secondary Data

Syndicated
Data

Panel Scanner
Research Research

10
McGraw-Hill Education
 Internal Secondary Data

Data Warehouse

Data Mining

11
McGraw-Hill Education
 PROGRESS CHECK (2 of 5)

1. What is the difference between internal and

external secondary research?

12
McGraw-Hill Education
 Qualitative versus Quantitative
Data Collection Techniques

Jump to Appendix 1 long 13

image description
McGraw-Hill Education
 PROGRESS CHECK (3 of 5)

1. What are the types of qualitative research?

14
McGraw-Hill Education
 Advantages and Disadvantages of
Secondary and Primary Data (1 of 2)

Type Examples Advantages Disadvantages

Secondary Census data Saves time in May not be

Research Sales invoices collecting data precisely relevant
Internet information because they are to information
Books readily available needs.
Journal articles Free or Information may
Syndicated data inexpensive not be timely.
(except for Sources may not
syndicated data) be original, and
therefore
usefulness is an
issue.
Methodologies for
collecting data may
not be appropriate

15
McGraw-Hill Education
 Advantages and Disadvantages of
Secondary and Primary Data (2 of 2)

Type Examples Advantages Disadvantages

Primary Observed Specific to the Costly = Time

Research consumer behavior immediate consuming
Focus group Data needs and Requires more
interviews topic at hand sophisticated
Surveys Offers behavioral training and
Experiments insights generally experience to
not available from design study and
secondary collect data.
research

16
McGraw-Hill Education
 PROGRESS CHECK (4 of 5)

1. What are the types of quantitative research?

2. What are the advantages and disadvantages of
primary and secondary research?

17
McGraw-Hill Education
 The Ethics of
Using Customer Information

Strong Adhere to
ethical ethical
orientation practices

18
McGraw-Hill Education
 PROGRESS CHECK (5 of 5)

1. Under what circumstances is it ethical to use

consumer information in marketing research?
2. What challenges do technological advances
pose for the ethics of marketing research?

19
McGraw-Hill Education
 Marketing
Chapter 10
The End

The End

McGraw-Hill Education. All rights reserved. Authorized only for instructor use in the classroom. No reproduction or further distribution permitted without the prior written consent of McGraw-Hill Education.