•Tutorial Groups: I assume you guys are all in groups and working your way

through the assignment 1. You need to update the google spreadsheet as to

which week you will send the assignment through email (either Week 6 or Week
7).

•Those who are not in group: I have developed a separate online google
spreadsheet, in which you leave your details and try to contact others and form
group quickly. Do not ask me or Kumari to find group for you 

•Break in between the lecture today: I will try to give you guys break for 5
minutes in between the lecture delivery content. If I forget, just knock me in and
tell me to stop  (Do not tell me to stop after 10 minutes of listening)

•Lecture 3 content: Marketing Research: There is no activity today, so I will aim at

finishing the lecture on time .
 LET’S GET STARTED WITH
TODAY’S LECTURE CONTENT 
 CHAPTER 4:
MARKET
RESEARCH
ESSENTIALS
Copyright © McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

Part 2: Use Information to Drive Marketing

Decisions
 Learning Objectives
Identify how critical internal (inside the firm) information is collected
and used in making marketing decisions.

Explain essential external (outside the firm) information collection

methods.

Recognize the value of market research and its role in marketing.

Illustrate current research technologies and how they are used in

market research.
 Making Good Marketing Decisions:
The Need to Know

Information is power!
The right information at the right time and in the
right format is essential for decision makers.
Creating procedures that collect, analyze and access
information is critical.
A significant problem for most managers today is not
having too little information, but having too much.
 Making Good Marketing Decisions:
The Need to Know

Marketing managers need a system to design and

execute research that generates precise information.
Two fundamental types of market information needed
today are:
1. Related to broad areas of interest.
2. Addresses a specific question.
The Nature of a Market Information
System

A market information system (MIS) is not a

software package but a continuing process of
identifying, collecting, analyzing, accumulating
and dispensing critical information to marketing
decision makers.
 The Nature of a Market Information
System

What information should be collected by the

system?
What are the information needs of each decision
maker?
How does the system maintain the privacy and
confidentiality of sensitive information?
 Internal Sources
Collecting information inside the company:
• Information is used to identify the problem.
• Information is used to proactively address issues
before they become a problem.
EXHIBIT 4.2 INTERNAL INFORMATION SOURCES

CRM
CRM --
Operations
Operations
Documents
Documents
Customer
Customer
orders
orders
Marketing
Marketing Financial
Financial
Documents
Documents and
and documents
documents and
and
databases
databases databases
databases
Customer
Customer Customer
Customer
inquiries
inquiries payments
payments
Internal
Internal
Information
Information
Sources
Sources

Salesperson
Salesperson Management
Management
generated
generated data
data Documents
Documents
Salesperson
Salesperson Marketing
Marketing
information
information Plans
Plans
systems
systems

©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.
 External Sources
Collecting information outside the company.
Most companies engage in collecting, analyzing,
and storing data from the macro environment on a
continuous basis known as marketing intelligence.
EXHIBIT 4.3 EXTERNAL FORCES AFFECT MARKETING DECISIONS

External
External
Forces
Forces

Political/
Political/ Economic
Economic
Legal
Legal Conditions
Conditions
Environment
Environment

Technology
Technology Natural
Natural World
World
Transformations
Transformations

Demographic
Demographic Competition
Competition

Population
Population of
of Geographic
Geographic
Ethnic
Ethnic Groups
Groups
Interest
Interest Changes
Changes

©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. 13
 Marketing Research Systems

The importance of market research to managers.

Good marketing research:
• Follows a well defined set of activities and does not happen
by accident.
• Enhances the validity of the information.
• Is impartial and objective.
EXHIBIT 4.6 THE MARKETING RESEARCH PROCESS

Define
Define the
the Establish
Establish Search
Search Collect
Collect Analyze
Analyze Report
Report
Research
Research Research
Research Secondary
Secondary the
the the
the the
the
Problem
Problem Design
Design Sources
Sources Data
Data Data
Data Findings
Findings

©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.
 The Marketing Research Process:
Define the Research Problem

Define the research

problem.
Management research
deliverable: What do
managers want to do with
the information?
©Ramzi Haidar/AFP/Getty Images
EXHIBIT 4.7 RESEARCH DESIGN ACTIVITIES

Activity Question to be answered

Type of research

Nature of data

Nature of data collection

Information content

Sampling plan

©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. 17
The Marketing Research Process: Establish
the Research Design

Type of Research

E……… Research

D……….Research

C………. Research
 Establish the Research Design:
Considerations

Considerations are:
•Benefit versus cost

•Time until decision

•Nature of the decision

•Availability of data
 Nature of Data:
What Kind of Data Do We Need?

Primary Data
• Qualitative research
• Quantitative research

Secondary Data
 Nature of Data Collection: How Should
the Data Be Collected? Exploratory

Exploratory Research Techniques

• Focus group
• In-depth interview
 Nature of Data Collection: How Should
the Data Be Collected? Descriptive

Descriptive Research Techniques

• Surveys
• Behavioral data
• Observational data
o Mechanical observation
 Information Content:
What Do We Need to Know?

A critical part of research design involves

determining exactly what information is needed and
how to frame the questions to get that information.
Consider the structure and wording and possible
responses.
• Questions may be open-ended (qualitative) or closed-ended
(quantitative)
Sampling plan: Census, sample, probability sample,
nonprobability sample.
Search Secondary Sources

Government sources
Market research organizations
The Internet
 Marketing Research Process

Collect the data.

Analyze the data.
Report the findings.
 Market Research Technology

Market research technology: Online research tools

• Online (cloud) databases
• Online focus groups
• Online sampling