1. Session objectives
2. Introduction to Marketing Research
- Overview
- The Nature, Definition and Classification of
- Marketing Research
- Marketing Research Process
- Problem Definition and Research Objectives
- Sources of Error in Research Design
3 Why Marketing Research
- The suppliers of products and services need to have information about final consumer, to market
- their products and services effectively As the company grows managers find themselves more separated from the final consumer of the products
4 The consumer separation
- Geographical distance
- Number of levels
- What they Don’t know
- Stakeholders and environment
- Attitude
- Opinion
- Preferences
5 AMA definition of RM Marketing research
IT is the function which links the consumer, customer, and public to the marketer through used to identify and define market opportunities and problems generate, refine, and
evaluate marketing performance monitor marketing performance improve understanding of marketing as a
process
6 The ESOMAR definition
- MR is a key element within the total field of marketing information. It links the consumer, customer and public to the marketer through information which is used to identify and define marketing opportunities and problems; to generate, refine and evaluate marketing actions; and to improve understanding of marketing as a process and of the ways in which specific marketing activities can be made more effective.
- § MR specifies the information required to address these issues; designs the method for collecting information;manages and implements the data collection process; analyses the results; and communicates the findings and their implications.
Marketing Research 2
7 The Role of Marketing Research
- Customer Groups
- Marketing Managers
- Consumers
- Employees
- Shareholders
- Suppliers
- Controllable
- Marketing
- Variables
- Uncontrollable
- Environmental
- Factors
- Marketing
- Decision
- Making
- Providing
- Information
- Assessing
- Information
Needs Marketing Research
• Market Segmentation
• Target Market Selection
• Marketing Programs
• Performance & Control
•Economy
•Technology
•Laws & Regulation
•Social & Cultural
Factors
•Political Factors
•Product
•Pricing
•Promotion
•Distribution
8 The Nature of Marketing Decisions
- § Recurring or routine decisions
- § Non recurring or less frequent decisions
9 Process of Decision Making
- § Need for taking decision
- § Define specific area of decision making
- § Identify alternative courses of action
- § Evolve criteria for decision making
- § Evaluate alternatives on the criteria
- § Select the most suitable Alternative
- § Implement
10 The Marketing Research Process
- Defining the problem and research objectives
- Developing the research plan
- Collect the information
- Analyze the information
- Present the findings
11 The Marketing Research Process
- § Diagnose the problem & specifying research
- objectives
- § Client stated or presented problem
- § Researcher diagnosed problem
- § Underlying factors
- § Relationships between problems
- § Seriousness:
- • urgency
- • importance
12 The Marketing Research Process
- § Preparing a list of the needed information
- § What information does the client already have?
- § What further information does the client need?
- § How will the information be related to the decisions the client has
- to take?
- § What quality of information is required?
- § When is it required by?
- § What is the cost of making the ‘wrong’ decision?
Marketing Research 3
13 The Marketing Research Process
- § Designing the data collection project
- § Qualitative
- § Quantitative
- § Mixed approach
- § Selecting a sample type
- § Determining sample size
- § Produce a research brief
- § Draft a research proposal and get approval
- § Organising and carrying out the fieldwork
- § Analysing the collected data and reporting the findings
14 Role of Research in Marketing Decision Making
- § Improving the Understanding of marketing context
- § Improving the understanding of Nature of decision
- § Improving the Process of decision making
15 Marketing Research
A Classification of Marketing Research Problem
- Identification Research
- Market potential research
- Market share research
- Market characteristics research
- Sales analysis research
- Forecasting research
- Business trends research
- Problem Solving
- Research
- Segmentation Research
- Product Research
- Promotion Research
- Distribution Research
16 Problem Solving Research
- § Segmentation Research
- § Determine the basis of segmentation
- § Establish market potential and responsiveness for various segments
- § Select target markets
- § Create lifestyle profiles: demography, media, and product imagecharacteristics
- § Product Research
- § Test concept
- § Determine optimal product design
- § Package tests
- § Product modification
- § Brand positioning and repositioning
- § Test marketing
- § Control score tests
17Problem Solving Research (cont.)
- § Pricing Research
- § Importance of price in brand selection
- § Pricing policies
- § Product line pricing
- § Price elasticity of demand
- § Initiating and responding to price changes
- § Promotional Research
- § Optimal promotional budget
- § Sales promotion relationship
- § Optimal promotional mix
- § Copy decisions
- § Media decisions
- § Creative advertising testing
- § Claim substantiation
- § Evaluation of advertising effectiveness
18 Problem Solving Research (Cont.)
- § Distribution Research
- § Types of distribution
- § Attitudes of Channel members
- § Intensity of wholesale & resale coverage
- § Channel margins
- § Location of retail and wholesale outlets
Marketing Research 4
19. Difference between client based and academic research
- § Solution-oriented
- § Not neutral
- § Interventionist
- § Client-led
- § Contractual
- § Confidential
- § Pragmatic
- § Time and cost constrained
- § Report-based
- § No client/no brief
- § Neutral
- § Non-interventionist
- § Knowledge-led
- § Findings published
- § Judged on scientific rigor
- § Key role played by theory
- § Scholarly perspective
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- SyndicateServices
- Standardized Services
- Customized Services
- Internet Services
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- Data Analysis Services
- Analytical Services
- Coding and Data Entry Services
- Field Services
- Internal Research External Suppliers
- MR Suppliers & Services
21 The findings obtained in the research project can be interpreted in the light of previous research and integrated with the existing body of knowledge.
6. Integrating findings
The theoretical framework (and the models, research questions and hypotheses based on it) guide the selection of a data analysis strategy and the interpretation of results.
5. Analyzing and interpreting data
The theoretical framework may be useful in defining the population and suggesting variables for qualifying respondents, imposing quotas, or stratifying the population.
4. Selecting a sample
Causal or associative relationships suggested by the theory may indicate whether a causal or descriptive design should be adopted.
3. Selecting a research design
Theoretical constructs (variables) can suggest independent and dependent variables naturally occurring in the real world.
2. Operationalizing key variables
Provides a conceptual foundation and understanding of the basic processes underlying the problem situation. These processes will suggest key dependent and independent variables.
1. Conceptualizing and identifying key variables
Research Task Role of Theory The Role of Theory in Applied MR
22 Development of Research Questions & Hypotheses
Components of the MR Problem
Research Questions Hypotheses Objective/ Theoretical Framework
23 Analytical Model
- Non-sampling Error
- Non-response Error
- Interviewer Errors Respondent Error
- Researcher Error
- Total Error
- Random Sampling Error
- Surrogate Information Error
- Measurement Error
- Population Definition Error
- Sampling Frame Error
- Data Analysis Error
- Respondent Selection Error
- Questioning Error
- Recording Error
- Cheating Error
- Inability Error
- Unwillingness Error
- Response Error
- Potential Sources of Error in Research Designs
24 What Marketing Research can’t do?
- § Marketing research does not make decisions
- § Marketing research does not guarantee success
Marketing Research 5
25 Marketing Research Associations Online
- § AAPOR : American Association for Public Opinion Research (www.aapor.org)
- § AMA : American Marketing Association (www.ama.org)
- § ARF : The Advertising Research Foundation (www.amic.com/arf)
- § CASRO : The Council of American Survey Research Organizations (www.casro.org)
- § MRA : Marketing Research Association (www.mra-net.org)
- § QRCA : Qualitative Research Consultants Association (www.qrca.org)
- § RIC : Research Industry Coalition (www.researchindustry.org)
- § ESOMAR : European Society for Opinion and Marketing Research (www.esomar.nl)
- § MRS : The Market Research Society (UK) (www.marketresearch.org.uk)
- § MRSA : The Market Research Society of Australia (www.mrsa.com.au)
- § PMRS : The Professional Marketing Research Society (Canada) (www.pmrs-aprm.com) Marketing Research Associations Online
- § International
- § ESOMAR: European Society for Opinion and Marketing Research (www.esomar.nl)
- § MRS: The Market Research Society (UK) (www.marketresearch.org.uk)
- § MRSA: The Market Research Society of Australia (www.mrsa.com.au)
- § PMRS: The Professional Marketing Research Society (Canada) (www.pmrs-aprm.com)
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