Doing marketing research today Silvia Rita Sedita silvia.sedita@unipd.it 10/24/2015 Footer Text 1
Chapter 3 Collecting Information
Learning Objectives 1. What are the components of a modern marketing information system? 2. What are useful internal records for a marketing information system? 3. What makes up a marketing intelligence system?
What is a MIS? A MIS consists of people, equipment and procedure to gather, sort, analyze, evaluate and distribute needed, timely, and accurate information to marketing decision makers 10/24/2015 Footer Text 4
Components of a Modern Marketing Information System (MIS) Internal company records Marketing intelligence activities Marketing research
Internal records The order-to-payment cycle Sales information systems Databases, data warehousing, data mining 10/24/2015 Footer Text 6
Marketing intelligence A marketing intelligence system is a set of procedures and sources that managers use to obtain everyday information about developments in the marketing environment 10/24/2015 Footer Text 7
Improving marketing intelligence Motivate sales force to report new developments Motivate intermediaries to pass along intelligence Hire external experts to collect intelligence Network internally and externally Set up a customer advisory panel Take advantage of government-related data Purchase information from outside research vendors Collect marketing intelligence on Internet
Marketing Intelligence on the internet Independent customer goods and service review forums Distributor or sales agent feedback sites Combo sites offering customer reviews and expert opinions Customer complaint sites Public blogs
From data to business intelligence Smart search of data Production and real time analysis of information Firm s knowledge base extension creation and integration of knowledge
Data: definition Information in raw or unorganized form (such as alphabets, numbers, or symbols) that refer to, or represent, conditions, ideas, or objects. Data is limitless and present everywhere in the universe. «Phisical» representation of an event The «30» as mark of 1342 candidate at the final exam of the ADVANCED MARKETING course; The time mr Mario Rossi punches the time clock for working at McDonald s Monday morning; The sale of a canned tuna at the supermarket.
Information: definition Data that is (1) accurate and timely, (2) specific and organized for a purpose, (3) presented within a context that gives it meaning and relevance, and (4) can lead to an increase in understanding and decrease in uncertainty. The percentage of candidates that receive a good mark at the ADVANCED MARKETING course in a specific year; The Mario Rossi s total amount of working hours during the last week; The weekly labour costs of a company; The weekly level of sales in a supermarket; A list of goods to be stored in.
Knowlegde: definition Human faculty resulting from interpreted information; understanding that germinates from combination of data, information, experience, and individual interpretation. ADVANCED MARKETING attendees will probably receive a good mark if they will attend all classes and if they ll do their best during the homework A new restaurant will be more likely successful if food is good and the price is reasonable A double click on a Windows icon will open up an application
Knowledge management Knowledge management includes all activities of data collection, transformation of data into information and the final strategic/operational decision making
The «value» of data A datum is a «unit of information», Which will become information when it succeeds in «changing our world perception»; Knowledge is the «transormation of information in value». Firms that are willing to use strategically data for building knolwedge processes need to learn to identify relevant information, and, most importantly, to know how to group it in an information system, in order to be transformed in value.
Let s think together Joan Smith is turning to Germany in search of sexy cities where to open a set of Feltrinelli bookstores. After a year of wandering between commercial areas outside the cities and vast malls, finding a new commercial space would not be a problem. But Feltrinelli does not want an anonymous site in an irrelevant location. Joan Smith scours the country to find unusual locations, such as an old church or an old cinema. In the last six months she has visited 70 cities
Joan s report I've been in many cosy cities where I had never been before. I thought of an attractive place where to shop, where people who live in the neighborhood are willing to reach. I looked at what kind of food is sold around and if there are nice shops and restaurants. I made sure of the presence of luxury jewelers, which are often a good indicator of the type of town, and I measure the competition. I tried to find, where possible, architecturally interesting buildings, that can be adapted to carry out a business.
DISCUSSION Joan Smith is visiting cities and collecting data to help management make decisions. How else could she get the data? Which knowledge she possesses, which does not nullifies the work of her journey? Could be this Knowledge codified and uploaded in a computer? If no decision would have been taken for a year, would be the information collected still useful?
PRIMARY SECONDARY INFORMATION SOURCES INTERNAL EXTERNAL Data coming from marketing intelligence Data from marketing research Data from accounting systems Data from institutional public and private sources
Chapter 4 Conducting Marketing Research
Learning Objectives 1. What is the scope of marketing research? 2. What steps are involved in conducting good marketing research? 3. What is a sampling procedure? 4. Where is MIS going?
The Scope of marketing research Importance of marketing insights Generating insights (how and why we observe certain effects in the marketplace)
The Scope of marketing research American Marketing Association Marketing research is the function that links the consumer, customer, and public to the marketer through information information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.
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The Scope of marketing research Who Does Marketing Research? Marketing departments in big firms Everyone at small firms Syndicated-service research firms Custom marketing research firms Specialty-line marketing research firms
Research conducted at small companies Tap employee creativity Engage students/prof essors Use Internet Tap partner expertise Check out rivals
Overcoming Barriers to the Use of Marketing Research Many companies still fail to use it sufficiently or correctly The Scope of marketing research
The Marketing Research Process
The problem Identification of the company problem (not trivial) Translation of the company problem in research questions Which are the useful information? Trade-off between generic and specific information Research brief production Object, Objective, Target, Timing
Research design Exploratory research For understanding the nature of a problem, which is translated in specific research objectives that can be tested through empirical cases (research hypotheses) Secondary data analysis, case studies, focus groups, experts panels Descriptive research Who? What? When? Where? How? Accurate description of a situation or a population of actors Cross-section or panel data analysis Primary data analysis (surveys) Causal research Cause-and-effect relationships Experimental models, statistical models
Methodology Information sources (data) Research method (qualitative, quantitative) Data collection tools (focus group, in depth F2F interviewes, questionnaires )
In depth interview Focus Group Observational research Face-to-face Run by professionals, the objective is to deepen specific issues A professional moderator professionista discusses together with 7-10 people for 1-2 hours. especially useful when it is difficult to artificially create the situation to be analysed Possible typologies: Clinical interview, semistructured interview. Group dynamics are observable, leave room to the emergence of new topics to be investigated e.g. Mistery shopping.
Mistery shopping? Mystery shoppers are enrolled in order to create real or simulated situations. Their objective is to evaluate behaviours, personnel ability to interact with customers In a retail shop could be analysed the appearance, the selling abilities of the personnel, and so forth. The purchase experience of the mystery shopper is recorded https://www.youtube.com/watch? feature=player_detailpage&v=23olgjemijk
Structured questionnaires administered through F2F, phone, mail or via web interviewes These tools are different concerning: Costs, Quality and Quantity of collected information, Timing, Control of the respondent, Interaction
Let s think together Pros, cons? F2F Phone Mail Web
https://www.youtube.com/watch?feature=pla yer_detailpage&v=sqjrpzwthhc
What is sampling? The sampling procedure allows knowing one or more facts about a population, without analysing all its components Qualitative research: Limited samples, not statistically significant The focus is on collect useful information for the research process more than on generalizable results Quantitative research: The ojective is to extend, with a known error, results to the overall population.
population sample sampling YES NO Good results? inference
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Sampling can be Nonprobability sampling The difference between nonprobability and probability sampling is that nonprobability sampling does not involve random selection and probability sampling does. - quota sampling - purposive sampling - convenience sampling Probability sampling A probability sampling method utilizes some form of random selection. In order to have a random selection method, you must set up some process or procedure that assures that the different units in your population have equal probabilities of being chosen. - simple random sampling - stratified random sampling - cluster random sampling - multi-stage sampling
Random sampling Stratified sampling
Evolutionary trajectories of the MIS Point-of-sale (POS) scanner Heat mapping, based on monitoring of human heat Eye-tracking systems GIS & Geomarketing Social media & big data
Eye-tracking system - FB
GIS analysis
Foursquare
L Oréal Sentiment analysis
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