04. marketing research
TRANSCRIPT
THARAKA DIASDirector – Essence BTC
MBA(USA), MBA(Aldersgate),BBA(USA), Dip in Mgt, ACIM(UK), FAEA(Dip in AEA-UK), FinstSMM(UK),
CPM(Asia), MSLIM, PM(Sri-Lanka)
“To mange a business well is to manage its future; and to manage the future is to manage information” “MARION HARPER ”
Marketing Research is ‘The systematic gathering, recording, and analysing of data about problems relating to the marketing of goods and services’. (The American Marketing Association)
AOT - THARAKA DIAS 2
Past information (secondary data/MIS)
Resources and constraints Objectives Buyer behaviour (human or
organisational) Legal environment Economic environment Marketing and technological
skills
PP RR OO BB LL EE MM
Descriptive
Diagnostic
Predictive
Marketing Research Marketing Research has three roles:has three roles:
DiagnosticDiagnostic
PredictivePredictive
DescriptiveDescriptive
Gathering and presenting factual statements
Explaining data
Attempting to estimate the results of a planned marketing decision
Improve the quality of decision making Trace problems Focus on keeping existing customers Understand the ever-changing
marketplace
CollectCollectDataData
Plan Design/Plan Design/Primary DataPrimary Data
SpecifySpecifySamplingSamplingProcedureProcedure
DefineDefineProblemProblem
AnalyzeAnalyzeDataDataPrepare/Prepare/
PresentPresentReportReport
Follow UpFollow Up
Management Problem:Should a new product be launched?
Research Objective:Determine consumer preference and purchase intentions for the proposed new product.
Management Problem:Should the ad campaign be changed?
Research Objective:To determine effectiveness of the current campaign.
Management Problem:Should the price of the brand be increased?
Research Objective:To determine the price elasticity of demand and the impact on sales and profits of various levels of price changes.
Marketing Research Firms
Trade and Industry Associations
National Research Bureaus
Professional Associations
Commercial Publications
Internal Information
Saves time and money if on target Aids in determining direction for primary
data collection Pinpoints the kinds of people to approach Serves as a basis of comparison for other
data
May not be on target with the research problem
Quality and accuracy of data may pose a problem
Search Enginesand Directories
Sites of Interest toMarketing Researchers
Discussion Groups Periodical, Newspaper, and Book Databases
The InternetThe Internet
wwwwww
Information collected for the first time. Can be Information collected for the first time. Can be
used for solving the particular problem used for solving the particular problem
under investigation.under investigation.
Answers a specific research question Data are current Source of data is known Secrecy can be maintained
Expensive Quality declines if interviews are lengthy Reluctance to participate in lengthy
interviews
Focus Groups
Internet Surveys
Mail Surveys
Telephone Interviews(Home and Central Location)
Mall Intercept Interviews
Computer-assisted Personal Interviewing
Allows better and faster decision making Improves ability to respond quickly to
customer needs and market shifts Makes follow-up studies and research
easier Slashes labour-and time-intensive
research activities
Seven to ten people who participate in a group Seven to ten people who participate in a group discussion led by a moderator.discussion led by a moderator.
SpeedCost-effectivenessBroad geographic
scopeAccessibilityHonesty
Qualities Qualities of of Good Good QuestionnairesQuestionnaires
Clear and Concise
No Ambiguous Language
Unbiased
Reasonable Terminology
A research method that relies on three types of A research method that relies on three types of observation:observation:people watching peoplepeople watching peoplepeople watching an activitypeople watching an activitymachines watching peoplemachines watching people
Mystery Shoppers
One-Way Mirrors
Types ofTypes ofObservationObservationResearchResearch
Audits
Machines WatchingPeople
People People Watching Watching PeoplePeople
People People Watching Watching an Activityan Activity
Traffic Counters
Passive People Meter
Researchers posing as customers who gather Researchers posing as customers who gather observational data about observational data about
a store and collect data about customer/employee a store and collect data about customer/employee interactions.interactions.
A method a researcher uses to gather primary data. A method a researcher uses to gather primary data.
UniverseUniverse
SampleSample
Probability Samples
Concise statement of the research objectives
Explanation of research design
Summary of major findings
Conclusion with recommendations
Were the recommendations followed?
Was sufficient decision-making information included in the report?
What could have been done to make the report more useful?
Keep reports simple and brief Remember the ‘target audience’ for the
report Summarize major findings Give an indication of implications for
decision‐making Where possible, present information
visually (graphs, diagrams) Put details, including statistical analyses,
in appendices. AOT - THARAKA DIAS 30
Marketing Research▪ What is Marketing Research?▪ Process▪ Terminology▪ Techniques
MKIS - Marketing Information Systems
▪ What is MKIS▪ Components of an electronic MKIS
Present Brand Positioning Brand Identity Brand Image Brand Personality Brand Features and Benefits Brand Name Approach Brand Sales Performances Brand Financial Performance Brand Present Market Segment Brand Market Share
32
