-Cheap pizza fast

-Papa John's entered the scene

-Began conducting research 

-Revamped their menu 

- Launced New Advertising Campaign

-Money back guarantee

Collecting

recording

analyzing

interpretting

decision making

-Descriptive: Gathering and presenting factual statements

-Diagnostic: Explaining data

-Predictive: What if?

-Improve the quality of decision making

-Trace problems

-Focus on keeping existing customers

-Understand the marketplace

-Alert them to marketplace trends

-Gauge the value of goods and services, and the level of customer satisfaction 

-Improve quality of decision making

-Trace problems

-Focus on keeping existing customers 

-Undestand changes in marketplace 

1. Defining objectives and research needs

2. designing the research

3. data collection process

4. analyzing data and developing insights

5. action plan and implementation 

-What information is needed to answer specific research questions?

-How should that information be obtained? 

-Researchers assess the value of a project through a careful comparison of the benefits of answering some of their questions and the costs associated with conducting the research

-When researchers have determined what information they need to address a particular problem or issue, the next step is to design a research project to meet those objectives 

-Data --> Secondary or Primary 

- Researchers identify the type of data needed and determine the type of research necessary to collect it 

-Information collected for the first time. Used for solving the particular problem under investigation

-Advantages:

-Answers a specific research question

-Data are current

-Source of data is unknown

-Secrecy can be maintained 

-Expensive 

- "piggybacking" may confuse respondents

-quality declines if interviews are lengthy 

-reluctance to participate in lengthy interviews 

-Disadvantages are usually offset by the advantages of primary data 

-Secondary data are pieces of information that have been collected prior to the start of the focal research project

-saves time and money if on target

-aids in determining direction for primary data collection

-pinpoints the kinds of people to approach

-serves as a basis of comparison for other data 

- may not give adequate detailed information

-may not be on target with the research problem

-quality and accuracy of data may not pose a problem 

Marketing research aggregators 

Provide small-to medium-sized companies with information they could not afford to research on their own. 

Increases the revenue generated by large, expensive reports by slicing and repackaging them. 

Data Collection

Exploratory research: Observation, In-depth interviews, focus groups, social media

Conclusive Research: Experiments, Survey, Scanner, Panel 

1.Observation

2. In-depth interview

3. focus group

4. social media 

Entails examining purchase and consumption behaviors through personal or video camera scrutiny. 

A research method that relies on three types of observation

-People watching people

-People watching an activity

- Machines watching people 

-Provides the information needed to confirm preliminary insights and which managers can use to pursue appropriate courses of action. Can be either descriptive or experiemental

1. Experiments 

2.Survey

3.Scanner 

4.Panel 

-Manipulates a variable in a controlled environment in order to asses the impact of change 

-Virtual shopping

-Allows customers to "shop" with realistic complexity and variety

-Tests can be altered quickly

-Computer automatically collects data 

-type of conclusive and quantitative research that systematically manipulates one or more variables to determine which variables have a casual effect on another variable. 

-Uses scanner data from actual sales to consumers 

A system for gathering information from a single group of respondets by continuously monitoring the advertising, promotion, and pricing they are exposed to and the things they buy. 

-Behavior scan: Panel information from specific groups of people, enables researchers to manipulate variables and see real results.

-Information scan: Aggregate consumer information on all bar-coded products. 

-Most popular technique

-The most popular technique for gathering primary data in which a researcher interacts with people to obtain facts, opinions, and attitudes 

-Survey: a questionnaire (which may consist of structured or unstructured questions) is administered to a group of respondents, either online or offline 

-In home interviews

-Mall intercept survey

-telephone interviews

-mall surveys

-executive interviews

-focus group

-Open-ended question: An interview question that encourages an answer phrased in repondent's own words

-Closed-end question: An interview question that asks the respondent to make a selection from a limited list of responses

-Scaled-response question: A closed-ended question designed to measure the intensity of a respondents answer. On a scale of 1-10 rank how you felt about losing the game?

-Clear and concise

-No ambiguous language

-Only one question

-Unbaised

-Reasonable terminology 

Panel data are a type of external secondary data in which data is collected from the same group of consumers over a period of time. 

Panel research: responses are obtained from the same group of consumers (usually responding to surveys) over a period of time

-What are they buying? what are they not buying? 

-Marketing information systems (MKIS)

-Data warehouse

-Data mining 

-The analyst prepares the results and presents them to the appropriate decision makers, who undertake appropriate marketing strategies. 

Presentation includes: 

Executive summary

body 

conclusions

limitations

supplements including tables, figures, appendices