LECTURE 4 NOTES
Chapter 4: Marketing Research
Consists of a set of techniques and principles for systematically collecting,
recording, analyzing and interpreting data that can aid decision makers
involved in marketing goods, services or ideas.
The Marketing Research Process
Define Research principles and objectives > design the research project > collect data >
analyze data > present action plan
Step 1: Defining the Objectives and Research Needs
What information is needed to answer specific research questions?
How should that information be obtained?
Example: Ritz Chips
Opportunity: sales of chips are growing while cracker sales are flat.
What would you want to know about your consumers before developing and lunching a
new snack food.
What questions would you want to know? Competitors, flavors consumers prefer, look
at whether its worth getting into, look at peoples preferences, the price, production
What methods would you use to conduct research and get answers to your
Survey’s focus groups, Stats Canada
Step 2: Designing the Research Project
Type of data – type of research
Secondary, Primary(survey’s) Exploratory Research / Methods
in depth interview
Fridges in homes (Ethnography)
Conclusive Research Methods
Descriptive OR Experimental
Response rates are relatively high Respondents may lie less
It in inexpensive
Results are processed and received quickly
Group of customers
Survey or sales receipts
What are they buying or not buying ?
Step 4 : Analyzing Data
converting data into information to explain, predict and/or evaluate a particular
Step 5: Presenting Results
Supplements (tables, figures, appendixes)
marketing research firms dedicated to watching consumers
gather data that would not otherwise be available
The Ethics of using Customer Information
Bottom Line: marketing research should be used only to produce unbiased, factual
Chapter 17: Ethics and Socially Responsible Marketing
Consumers and advocacy groups want healthier foods
Kellogg’s lowered the amount of salt used after coming under attack
it became an industry leader asking all cereal manufacturers to follow its example.
Creating An Ethical Climate in the Workplace
Establish, share, understand
Management commitment, employee dedication
Canadian Marketing Association Code of Ethics • Generally accepted code in marketing
• Flows from general norms of conduct to specific values
• Subareas within marketing have their own code of ethics to deal with specific
Why People Act Unethically what makes people take actions that create so much harm?
Are all the individuals who engage in ques