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ExploringMarketingResearchWilliamG.ZikmundChapter1:TheNatureofMarketingResearchTheNatureofMarketingResearch•Marketingresearchisoneoftheprincipaltoolsforansweringquestionsbecauseit:–Linkstheconsumer,customer,andpublictothemarketthroughinformationusedtoidentifyanddefinemarketing–Generates,refines,andevaluatesmarketingactions–Monitorsmarketingperformance–UnderlinestheunderstandingofmarketingasaprocessMarketingResearchDefinedThesystematicandobjectiveprocessofgeneratinginformationforaidinmakingmarketingdecisionsTheMarketingResearchProcess•Thisprocessincludes:•specifyingwhatinformationisrequired;•designingthemethodforcollectinginformation;•managingandimplementingthecollectionofdata;•analyzingtheresults;and•communicatingthefindingsandtheirimplications.Idon’tknowifweshouldentertheAustralianMarket?InformationReducesUncertainty“Itain’tthethingswedon’tknowthatgetsusintrouble.It’sthethingsweknowthatain’tso.”ArtemusWardMarketingResearchTypesBasicresearchAppliedresearchBasicResearch•Attemptstoexpandthelimitsofknowledge•NotdirectlyinvolvedinthesolutiontoapragmaticproblemBasicResearchExample•Doconsumersexperiencecognitivedissonanceinlow-involvementsituations?AppliedResearch•Conductedwhenadecisionmustbemadeaboutaspecificreal-lifeproblemAppliedResearchExample•ShouldMcDonaldsaddItalianpastadinnerstoitsmenu?•MarketingresearchtoldMcDonald’sitshouldnot?•ShouldProcter&Gambleaddahigh-pricedhometeethbleachingkittoitsproductline?•ResearchshowedCrestWhitestripswouldsellwellataretailpriceof$44ScientificMethod•Theanalysisandinterpretationofempiricalevidence(factsfromobservationorexperimentation)toconfirmordisprovepriorconceptionsMarketingConcept•Centralideainmarketing•Evolvedovertime•Notproduction-oriented•Marketing-orientedConsumerOrientedLongRunProfitabilityCross-FunctionalEffortMarketingConceptKeepingCustomersandBuildingRelationships•RELATIONSHIPMARKETING-theideathatamajorgoalofmarketingistobuildlong-termrelationshipswiththepartieswhocontributetothecompany’ssuccess.•Marketerswantcustomersforlife.•ManagingtherelationshipsthatwillbringaboutadditionalexchangesTotalQualityManagement•Muchincommonwithmarketingconcept•Focusonintegratingcustomer-drivenqualitythroughouttheorganization.•StressescontinuousimprovementStagesinDevelopingandImplementingaMarketingStrategy•Identifyingandevaluatingopportunities•Analyzingmarketsegmentsandselectingtargetmarkets•Planningandimplementingamarketingmix•AnalyzingmarketperformanceIdentifyingandEvaluatingOpportunities•Examples•MattelToysinvestigatesdesiresforplayexperiences•Homecookingisonthedecline.Purchaseofprecookedhomereplacementmealsisontherise.•NumberofinvestorstradingstockontheInternetisgrowing.AnalyzeMarketSegmentsandSelectTargetMarkets-Examples•Cadillacinvestigatesbuyers’demographiccharacteristics•MTV,monitoringdemographictrends,learnstheHispanicaudienceisgrowingrapidly•Searslearnswomen,age25-54withaveragehouseholdincomeof$38,000,arecorecustomers.TargetsthismarketwithTheGoodLifeataGreatPrice.Guaranteed.Sears.PlanandImplementaMarketingMix•Price:Safewaydoesacompetitivepricinganalysis•Distribution:CaterpillarTractorCo.investigatesdealerserviceprogram.•Product:Oreoconductstastetest,Oreocookievs.ChipsAhoy•Promotion:Howmanyconsumersrecallthe“LifeTastesGood.CocaCola!”slogan?AnalyzeMarketingPerformance•Thisyear’smarketshareiscomparedtolastyear’s.•Didbrandimagechangeafternewadvertising?Performance-monitoringResearch•ResearchthatregularlyprovidesfeedbackForevaluationAndcontrol•IndicatesthingsareOrarenotgoingasplanned•ResearchmayberequiredToexplainwhysomething“wentwrong”DeterminingWhentoConductMarketingResearch•Timeconstraints•Availabilityofdata•Natureofthedecision•BenefitsversuscostsIssufficienttimeavailable?Informationalreadyonhandinadequate?Isthedecisionofstrategicortacticalimportance?Doestheinformationvalueexceedtheresearchcost?ConductMarketingResearchDoNotConductMarketingResearchTimeConstraintsAvailabilityofDataNatureoftheDecisionBenefitsvs.CostsYesYesYesYesNoNoNoNoDeterminingWhentoConductMarketingResearchValueversusCosts•PotentialValueofaMarketingResearchEffortShouldExceedItsEstimatedCostsValue•Decreasedcertainty•Increasedlikelihoodofacorrectdecision•ImprovedmarketingperformanceandresultinghigherprofitsCosts•Researchexpenditures•Delayofmarketingdecisionandpossibledisclosureofinformationtorivals•PossibleerroneousresearchresultsValueShouldExceedEstimatedCostsMarketingResearchinthe21stCentury•Increasedglobalization•GrowthoftheInternetandotherinformationtechnologiesGlobalResearch•BusinessResearchisincreasinglyglobal•Marketknowledgeisessential•A.C.Nielsen-morethat67%internationalbusinessGlobalMarketingResearch•Generalinformationaboutcountry-economicconditionsandpoliticalclimate•Culturalandconsumerfactors•Marketandcompetitiveconditions-demandestimationTheInternetisTransformingSociety•Timeiscollapsing.•Distanceisnolongeranobstacle.•Crossingoceansisonlyamouseclickaway.•Peopleareconnected24hoursaday,sevendaysaweek.•Instantaneoushasanewmeaning.InternetResearch•Seekingfactsandfiguresaboutanissue•SurveysonWebsites