chapter 4 marketing research2

8/3/2019 Chapter 4 Marketing Research2

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Chapter 4

Marketing Research

Introduction to MarketingSemester 1


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Definition

Marketing Research

is the systematicgathering, recording and analyzing of dataabout problems relating to the marketing

of goods and services.


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Key Points:

Systematic research is a scientific process thatmust follow strict procedures.

Gathering data has to be collected.

Recording care must be taken to accuratelyrecord the data that is collected.

Analyzing skillful analysis depends onmathematical ability and experience.

Data is collected by agency but it is for manager

to decide how to use the information.


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PURPOSE & CONSTRAINTS

o Marketing research provides data that contains

information to help managers take decisions.

o Four constraints (CATS):Cost: not more than the future profit.

Accuracy: researcher must have high reputation

for quality.

Time: must be completed before the decisionmust be taken.

Security: competitors must not know.


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The Differences

Marketing Research: describe the range of

research that is used by marketing managers.

Market Research: one form of marketing

research.


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Most UsedTypes of Marketing Research

Market Research

Competitor Research

Promotional Research


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Market Research

Is the systematic analysis of a single market

The data includes:

estimated size of total markets estimate of the location and size of potential

new markets

market trends and changes expected

identification of specific market characteristics

sales forecasts for each market segment

names, age, gender, social classification ofpotential customer.


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Competitor Research

Competitor can be direct or indirect

Important to identify who are the keycompetitors

Key information: Strengths and weaknesses of product

Pricing strategies for new and existing product

Distribution Strategies

Promotional Strategies Strengths and weaknesses of resources and key

personnel

Competitors relationships with suppliers

Speed, timing and reliability of delivery service


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Promotional Research

Effective promotion has to : target the correctaudience, reach the target, achieve result

Promotional Research is used for:

Target audience identification

How to get a message across

The repetition of message

Media cost and effectiveness

Result achieved

Competitive activity


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Retail Audits

Also called Dealer Audits

They are continuous research that measuressales through retail outlets

The best-known specialist: AC Nielsen

Retail audit measures the sales of each

product, by size, type, special offer.


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Other Forms ofMarketing Research

Distributor Research which ones are good distributors?

Pricing Research

how much $ or Rp. is good?Product Research

how is our product and how is competitors product?

Sales Research whos the next potential customer?, buying

behavior, DMP?

Concept and Product Testing discovering consumer reaction


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Quantitative and Qualitative

Data

Quantitative: deals with numbers, hard facts,can answer who, where, when questions

Qualitative: deals with opinions (whyquestion), subjective issues


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Awareness and Attitude

The 3As: awareness, attitude and

Action.

Describe the stages through which a

customer passes:

o customer must become awaredevelop positive attitude take action(repeatedly)


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Secondary and PrimaryResearch

Secondary is always conducted before primary

Secondary research :refers to data alreadyavailable, looks at data that has already been

colleted Primary research : looks for data that have not

been found in the secondary search

Desk research: using computer, internet

Field research: conducted outside the office


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Data Collection

Manager: the expert on what needs to be known Researcher: the expert on how to get that data Basic Methods:

Observation Experimentation Questioning

Most common methods: Interviews, Telephone surveys, postal

surveys, panels, group interviews, retail,omnibus surveys


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Random and Quota Sampling

Random Sampling:

- Choose individuals randomly like balls

drawn in national lottery.- The problem is, these individuals can

be widespread across the cities. It is

time consuming and costly to visiteveryone and they might not beavailable.


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Quota Sampling:

- Represents the make up of the

whole.- Each interviewer first uses personaljudgment to pick likely people.

- Cost effective.

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