- •Marketing research: From Information To Action
- •The role of marketing research
- •What is Marketing Research?
- •Why good marketing research is difficult?
- •Five-step marketing research approach to making better decisions
- •Identify Possible Marketing Actions
- •Identify Data Needed for Marketing Actions
- •Internal Secondary Data
- •Using Information Technology to Trigger Marketing Actions
- •Implement the Action Recommendations
- •Chapter in review
- •Identify the reason for doing marketing research, and describe the five-step marketing research approach leading to marketing actions.
- •Describe how secondary and primary data are used in marketing, including the uses of questionnaires, observations, experiments, and panels.
- •Explain how information technology and data mining link massive amounts of marketing information to meaningful marketing actions.
- •Focusing on key terms
- •Introduction Neuroscientific Contributions to Marketing Research
- •Selected Neurophysiological Methods for Marketing Research
- •Using the Frontal Asymmetry Paradigm to Assess Emotions in Advertising Theoretical Background
- •The Frontal Asymmetry Paradigm in Televised Advertising Tests
- •Measures of Visual Attention Using Eye-Tracking History and Theoretical Background
- •Selected Research Areas
- •Eye Tracking in Market Research
- •Integration with eeg: What Do People Feel When They Look? Shortcomings in Standalone Applications
- •The Integrated Approach
- •Implications for Interactive Advertising New Opportunities for Research
- •Challenges
- •Concluding Remarks
- •Footnotes
- •References
- •About the Authors
Implement the Action Recommendations
As her first marketing action, Tere undertakes advertising research to develop ads that appeal to children in the 6 to 12 age group and their families. The research shows that children like colorful ads with funny, friendly characters. She gives these research results to her advertising agency, which develops several sample ads for her review. Teré selects three that are tested on children to try to identify the most appealing one. The one that gets the best results is used by Teré in her next advertising campaign for Tony’s Pizza.
Evaluate the Results
Evaluating results is a continuing way of life for effective marketing managers. There are really two aspects of this evaluation process:
Evaluating the decision itself.
This involves monitoring the marketplace to determine if action is necessary in the future. For Teré, is her new ad successful in appealing to 6- to 12-year-olds and their families? Are sales increasing to this target segment? The success of this strategy suggests Teré add more follow-up ads with colorful, funny friendly characters.
Evaluating the decision process used.
Was the marketing research and analysis used to develop the recommendations effective? Was it flawed? Could it be improved for similar situations in the future? Teré and her marketing team must be vigilant for ways to improve the analysis and results - to learn lessons that might apply to future marketing research efforts at Tony’s.
Again, systematic analysis does not guarantee success. But, as in the case of Tony’s Pizza, it can improve a firm’s success rate for its marketing decisions.
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Concept check
What does a marketing manager mean when she talks about a sales driver?
How does data mining differ from traditional marketing research?
In the marketing research for Tony’s Pizza, what is an example of (a) a finding and (to) a marketing action?
Chapter in review
Identify the reason for doing marketing research, and describe the five-step marketing research approach leading to marketing actions.
To be successful, products and marketing programs must meet the wants and needs of potential customers. So marketing research provides the vital information to help marketing managers understand those wants and needs and translate them into actions in their marketing activities. This information reduces the risk and uncertainty marketing managers face and helps them make better decisions.
The first step of the five-step marketing research approach involves defining the problem, which requires setting the research objectives and identifying possible marketing actions. The second step, developing the research plan, requires specifying the constraints in solving the problem, identifying data needed, and determining how to collect the data. The third step involves collecting the relevant information, which includes considering pertinent secondary and primary data. Analyzing the data and presenting findings based on the data is the fourth step. The fifth step in the marketing research sequence involves identifying and implementing marketing action recommendations and evaluating the results - how the decisions turned out.