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MARKETING RESEARCH.
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Discusses primary versus secondary research.... More...
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Paper Abstract:
Discusses primary versus secondary research. How both use information to identify marketing opportunities, problems and performance. Characteristics of each type of marketing research. Uses McDonald's as an example of a company using primary research. Its relationship strategy concept utilizing customers and focus groups. McDonald's secondary research techniques. Success of its customer/consumer strategies.
Paper Introduction:
Primary Versus Secondary Marketing Research
Introduction
The American Marketing Association uses an official definition of marketing research, suggesting that it is a process linking “the consumer, customer, and public to the marketer through information - information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process” (Kotler, 1997, 213). Most other scholars and practitioners look at marketing research in a less oblique manner, suggesting that marketing mix including competitors, markets, and everything to do with the customers.
In
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Time is probably McDonald's biggest product, and all thecompany's sales strategies revolve around that element. Each store manager is responsible for a 2 +item checklist of daily operations, including cleanliness rules, appearancerules, and so on. (1997) Marketing management: Analysis, planning,implementation and control. Upper Saddle River New Jersey: Prentice Hall Serwer, A.E. References Fierman, J.E. italready exists. It appears that thisattention to time as a marketing and sales strategy has assured McDonald'ssupremacy in that niche called "Fast Food." However, the company refuses torest on its leadership position of 39 percent of the fast food spectrum."As one official said "McDonald's is not just the American leader, it's theglobal leader. That'swhere the real hard sell comes in. Another way that McDonald's uses to gather primary data is "mysteryshopping" in which mystery shoppers will enter, posing as real customers.They collect data on customer service and the customer experience. This is because of itscustomer strategies which have always been generated by the findings of itsmarketing research. "Taste is just not a consideration in this business." The McDonald's marketing department leaves nothing to chance.McDonald's is the second-most recognized brand in the world - only Coke(which McDonald's serves) is more recognized. The researcher seeking out secondary data has almostlimitless sources to turn to. Data is collected on a survey. Mostother scholars and practitioners look at marketing research in a lessoblique manner, suggesting that marketing mix including competitors,markets, and everything to do with the customers. Some surveys are very rigid or"structured" and use closed questions. Fortune. Primary Versus Secondary Marketing Research Introduction The American Marketing Association uses an official definition ofmarketing research, suggesting that it is a process linking "the consumer,customer, and public to the marketer through information - information usedto identify and define marketing opportunities and problems; generate,refine, and evaluate marketing actions; monitor marketing performance; andimprove understanding of marketing as a process" (Kotler, 1997, 213). Consultants areconstantly checking stores throughout the country, gauging how longcustomers stand in line, how long it takes a clerk to ring up a sale, howlong it takes to deliver the sodas, and so on. For instance, McDonald's, the company we will use as an example forthis paper, is a master of both kinds of research, and truly excels atusing its stores to gather primary data. Findingsare reported back to McDonald's headquarters and then back to thefranchises. As Feirman points out, businesses thatdo like their customers will come out on top, and he describes McDonald'smarketing pros as Rebels with a cause, offbeat businessmen and women on track with today's consumers. Secondary Research Secondary (or desk) research uses data that has been collected byother companies or agencies for other objectives than your own i.e. 8 Kotler, P. Last on the list istaste. We will firstconsider how McDonald's uses primary research. These sessions areconducted by highly experienced researchers work with the focus group togather in depth qualitative feedback. The old cliché, "The customer is always right," seems to have beeninvented for this company. These people have one purpose and one purpose only.To get you and me, and every one else in the world into a McDonalds. 17), McDonald's conquers the world, Fortune,1 3 The key to their success: They understand that customers in the 199 s want to be educated, entertained, and coddled, to do right by the earth and by others (especially their children), and to feel rich, even if they're not (Fierman, 1993,8 ). The advantage of controlled data isthat is easily compared. Usually when the company is preparing to make a menu change or add anew food item, it relies on focus groups, made up from a number of selectedrespondents representing preselected demographics. There is some concern in some circles about the validity ofthis data since much of the responses are subjective. Secondary research, also known asdesk research, is basically the act of synthesizing other research that hasbeen done, analyzed and recorded, albeit for other purposes. The company hasdata available for how long customers in New England take to drink 8 ounceof coffee as compared to customers in New Mexico. In McDonald's case, respondents in Florida wouldbe asked the same questions as respondents in Italy and the answers andattitudes could then be compared. 22) Scrappy innovators give buyers whatthey want. In general, there are two kinds of marketing research known as"primary" and "secondary." Actually, as Kotler and others point out, it isthe data that is secondary or primary, not the research, since the sameresearch techniques are involved in both systems (Kotler, 1997).Primary research is data gathered using any kind of systematic approach --surveys, samples, focus groups, and so on. (11993, Nov. The marketing research technicians rely primarily on face-to-faceinterviews that are usually conducted between a market researcher and arespondent. McDonald's Primary Research The company's corporate headquarters at Oak Brook, IL has some 8 employees involved in managing various aspects of the selling process.These 8 people are the master marketing research strategists, who setproduct lines, determine prices, create new products, arrange theadvertising, and so on. This simply means that our business knows no nationalboundaries" (Serwer, 1994, 111). Included in the sources are A) Tradeassociations, B) National and local press Industry magazines; C) National/international governments; D) Web sites; E) Trade directories; F) Companyannual reports; G) Stock brokers; H) Business libraries; I) Professionalinstitutes and organizations; J) Census Data.Based on comparisons of primary and secondary marketing research, theMcDonald's market technicians have discovered that speed of service is themost important thing to a McDonald's customer, followed by a clean place tosit, followed by some room for the children to play. (1994, Oct. It is characterized, usually,by being narrowly focused on a specific problem. Most of McDonald's primary research is based on its concept of"relationship strategy." This is a marketing term, that describes the waya company looks at its customers.
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