MKT 100 Lecture Notes - Lecture 5: Tim Hortons, Canadian Tire, Labatt Brewing Company

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25 Apr 2012
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Week 7 Slide Outline
Agenda
Marketing Research
Consumer Behaviour
Cases/situations
Metrics
Marketing Research
Why do Marketing Research?
What should we do?
Market research
Better understanding of consumer wants, needs, desires, _____________ and
behaviour
May lead to another study to refine understanding
Guides future _____________________________________
Did we do the right thing?
Descriptive research
What went wrong, what went right in meeting consumer wants, needs and desires
_____________________ check
Guides “tweaks” of future decision-making
Types of Research
Relational vs. Descriptive
Longitudinal vs. Cross-sectional it talks about time period, for example data collected
over a year, month, half a year etc.
Sources of Consumer Insight
Qualitative data- often times when you have a small number of people where you get a
lot of information. For example, interviews, focus groups, observation where you watch
someone interact with your product. Exploratory
Quantitative- technical information, filling out a survey, and coming up with statistics as
a result.
MIS (management information system) Sales Data
Revenue
Units
Coffee
$40,000
40,000
Tea
$30,000
30,000
Hot Chocolate
$15,000
10,000
Chocolate Milk
$40,000
20,000
Croissants
$20,000
15,000
Cross sectional and descriptive research data
2010
2011
Revenue
Revenue
Units
Coffee
$40,000
$35,000
35,000
Tea
$30,000
$40,000
40,000
Hot Chocolate
$15,000
$22,500
15,000
Chocolate Milk
$40,000
$50,000
25,000
Croissants
$20,000
$25,000
18,750
Descriptive and longitudinal
Consumer
Information
MIS
Internal
Records
Tracking
studies
Secondary
Research
Proprietary Public
Primary
Research
Qualitative
Observation Focus
Groups
Quantitative
Surveys On-line
Secondary Sources Proprietary
Relational and cross-sectional research data
Secondary Sources Public
Statistics Canada, Public Use Data Sets, Canadian Community Health Survey, 2005
Relational because you have 2 dependant variables and it‟s cross-sectional since you‟re
comparing the different information in one year
Quantitative Research
Advantages
power of numbers and science gives you an accurate answer with justification
„objective‟
generalizable
forecastable
Disadvantages
Superficial and structured, its focusing on what you think it‟s important as oppose
to the reality