insert chapter title screen. understand how marketing research can contribute to a firm’s...
Post on 04-Jan-2016
216 Views
Preview:
TRANSCRIPT
• Insert Chapter Title Screen
• Understand how marketing research can contribute to a firm’s competitive advantage.
• Understand that market research includes consumer research, competitor research, and channel research, and explain how consumer research uses the basic marketing research process and various methods to study consumers and their choices.
Understand how marketing research can contribute to a firm’s competitive advantage
Understand that market research includes consumer research, competitor research, and channel research, and explain how consumer research uses the basic marketing research process and various methods to study consumers and their choices
• Understand how marketing research can contribute to a firm’s competitive advantage.
• Understand that market research includes consumer research, competitor research, and channel research, and explain how consumer research uses the basic marketing research process and various methods to study consumers and their choices.
Understand that an important part of market research is to study the history of competition, as well as examining current and potential competitors
Understand how to research and analyze trading systems and distribution channels
THE COMPETITIVE IMPORTANACE OF MARKET RESEARCH
• Consumer research• Competitive research• Distribution research• Public policy research (beyond scope of
chapter)
Consumer Research
• Consumer Research Process
Consumer Research
PresentPresent
FindingsFindings
AnalyzeAnalyze
InformationInformation
PrimaryPrimary
ResearchResearch
Quick PrimaryQuick Primary
ResearchResearch
SecondarySecondary
ResearchResearch
DefineDefine
ProblemProblem
ProblemProblem
RecognitionRecognition
Secondary Data Analysis
• U.S. Census Bureau• Trade Associations• World Wide Web
Qualitative Consumer Research
• Voice of the customer• Voice of the customer
• Hands-on consumer research
• Hands-on consumer research
• Motivational research• Motivational research
Qualitative Consumer ResearchQualitative Consumer Research
• Expression of the preferences, opinions and motivations of the customer
• Voice of the customer• Voice of the customer
• Hands-on consumer research
• Motivational research
Qualitative Observation ResearchQualitative Observation Research
• Conducted by direct observation by managers of the way current customers use specific products and brands
• Motivational research
• Voice of the customer
• Hands-on consumer research
• Hands-on consumer research
Qualitative Observation ResearchQualitative Observation Research
• Research method directed at discovering the conscious or subconscious reason that motivates a person’s behavior
• Voice of the customer
• Motivational research• Motivational research
• Hands-on consumer research
Consumer Visits in Business-to-Business Marketing
Consumer Visits in Business-to-Business Marketing
• Marketing executives must gain firsthand experience of being a customer of their firm and competition.
Focus Group Research
• A focus group is a carefully recruited group of
• Six to twelve people who participate in a free wheeling,
• One to two hour discussion that focuses on a particular
• Subject, such as product usage, shopping habits, etc.
Consumer Survey Research
• Sampling and surveying of a population of consumers using a carefully prepared set of questions.
• Table 4.1
Consumer Survey Research
• Table 4.2
Consumer Survey Research
Sampling
• Random Sampling from a Complete List of the Population
• Convenience Samples of a Population Convenience quota sample Panel of households
Question Design
• Scales Ratio scale Interval scale
Question Design
• Reliability – the consistency of data.• Validity – accuracy in measuring what
was intended to be measured.
• Table 4.3
Question Design
Question Design
• Pretest – is undertaken before the major study to test the validity and reliability of measures and other components of the study’s research methodology.
Electronic Observational Research
• Universal Product Code (UPC) – bar code on a product’s package that provides information read by optical scanners.
• European Article Numbers (EAN) – European version of the UPC located on a product’s package that provides information read by optical scanners.
Electronic Observational Research
• Bar-coding and scanning
• Table 4.4
Geodemographic Information
• Figure 4.2
Decision Support Systems
• Figure 4.3
COMPETITOR RESEARCH
• Figure 4.4
COMPETITOR RESEARCH
• Table 4.6
Auditing Current Competitors
• Table 4.7
Auditing Current Competitors
Table 4.8
CHANNEL RESEARCH
Table 4.9
CHANNEL RESEARCH
Supplemental Material
AMA Definition of Marketing Research
• Specifies the information needed• Designs the method of collecting information• Manages and implements the data collection process• Analyzes the results • Communicates the findings and implications
Types of Marketing Research Firms
• Syndicated Service Firms
• Full-Service Research firms
Types of Marketing Research Firms
• Collect and distribute for many firms
• Firms share the cost• Examples: A.C. Nielson, J.D.
Powers, Simmons, Arbitron
Syndicated Service FirmsSyndicated Service Firms
Types of Marketing Research Firms
• Collect and distribute for one client• Client assumes entire cost of project• Research firm takes over marketing
research function on behalf of client
Full-Service Research FirmsFull-Service Research Firms
The Marketing Research ProcessFeed
back
Feed
back
• Define the problem• Define the problem
• Research design
• Data collection
• Analysis, interpretation and presentation
Problem Definition
• Well defined problems are half solved
• Help set research objectives • Help define data collection process
Exploratory Research
• Helps gain understanding of the research question
• Aids in understanding the cause(s) of the problem
• Discuss the problem with informed sources - customers, suppliers, etc.
• Analyze internal records and data
The Marketing Research ProcessFeed
back
Feed
back • Research design• Research design
• Data collection
• Analysis, interpretation and presentation
• Define the problem
Research Design
• Master plan for research• Identifies the need for primary
versus secondary data
Research Design
Primary Data
• Information or statistics collected for the first time during a marketing research study
Primary Data
• Information or statistics collected for the first time during a marketing research study
Secondary Data
• Previously published data
Secondary Data
• Previously published data
Sources of Primary DataSurvey Method
• Telephone interviews
• Mail surveys• Personal interviews• Focus group
interviews
ObservationMethod
• Observational studies are conducted by actually viewing objects, events, and/or a person’s behavior
Sources of Primary Data
Experimental MethodExperimental Method
• In experiments the researcher manipulates one or more of the marketing mix variables and compares the effect on the experimental group to a control group that did not receive the manipulation
Sources of Secondary DataGovernment Data
• Census of Population
• Census of Housing• Census of Business• Census of
Manufacturers• Census of
Agriculture• Census of Minerals• Census of
Governments
Internal Data
• Includes sales analysis reports, financial performance reports, cost analysis, product profit/loss statements, etc.
Sources of Secondary Data
Research Firm Data
• Many private organizations provide information for the marketing executive e.g. trade associations, advertising agencies, “Survey of Buying Power.”
Research Firm Data
• Many private organizations provide information for the marketing executive e.g. trade associations, advertising agencies, “Survey of Buying Power.”
The Marketing Research ProcessFeed
back
Feed
back
• Analysis, interpretation and presentation
• Define the problem
• Research design
• Data collection• Data collection
Sampling Techniques
Population
• Total group that the researcher wants to study
Population
• Total group that the researcher wants to study
Census
• Collection of data from all possible sources in a population or universe
Census
• Collection of data from all possible sources in a population or universe
Sampling TechniquesProbability SampleProbability SampleProbability SampleProbability Sample
• Sampling techniques
where respondents have a known (nonzero) chance of being chosen
Sampling Techniques
Probability SampleProbability Sample
Simple Random Simple Random SampleSample
Simple Random Simple Random SampleSample
• Probability sample where researchers choose respondents from a complete list of the population
Sampling Techniques
• Probability sample where researchers divide the complete population list into groups and then use single random sampling techniques on the subgroups
Probability SampleProbability Sample
Simple Random Simple Random SampleSample
Stratified SampleStratified SampleStratified SampleStratified Sample
Sampling Techniques
Probability SampleProbability Sample
Simple Random Simple Random SampleSample
Stratified SampleStratified Sample
Cluster SampleCluster SampleCluster SampleCluster Sample
• Probability sample where researchers randomly choose areas of geographic clusters before random cluster selection
Sampling Techniques
• Arbitrary sampling
technique where respondents have an unknown or zero chance of being chosen for the sample
Nonprobability SampleNonprobability SampleNonprobability SampleNonprobability Sample
Sampling Techniques
• Nonprobability sample
where researchers choose respondents based on ease of availability of respondents
Nonprobability SampleNonprobability Sample
Convenience Convenience SampleSample
Convenience Convenience SampleSample
Sampling Techniques
• Nonprobability sample
where researchers conveniently match characteristics in the population with quotas
Nonprobability SampleNonprobability Sample
Quota SampleQuota SampleQuota SampleQuota Sample
Convenience Convenience SampleSample
Sampling Techniques
• Nonprobability
sample based on arbitrary judgments by the researcher
Nonprobability SampleNonprobability Sample
Convenience Convenience SampleSample
Quota SampleQuota Sample
Judgment SampleJudgment SampleJudgment SampleJudgment Sample
The Marketing Research ProcessFeed
back
Feed
back
• Define the problem
• Research design
• Data collection
• Analysis, interpretation and presentation
• Analysis, interpretation and presentation
Analysis, Interpretation, and Presentation
• Must present findings in clear, understandable manner
• Communicate properly with audience
top related