Download - Research & analysis imc 28.08
+Role of Research
Means of providing accurate, impartial information to marketing
decision makers
Identifies consumer needs
Monitors marketing performance
Helps risk reduction
Improves understanding of marketing as a process
+The Use of Research in IMC
Helps to evaluate the:
1. Efficiency,
2. Effectiveness and
3. Economy
of each element within the marketing communications mix (4 Ps)
+Personnel in Market Research
Client company
Marketing research manager
Product/brand manager
Market research agency
Communications agency
+Outline of a Typical Research
Proposal
1) Project title
2) Statement of marketing problem
3) Purpose and scope of project
4) Data sources and research methodology
5) Estimate of time and personnel requirements
6) Cost estimates
+7 Stages of Market Research
1 Problem formulation.
2 Determine research design.
3 Data collection method design.
4 Sample design.
5 Data collection.
6 Analysis and interpretation of data.
7 Prepare research report.
+Types of Market Research
Primary Secondary
Information is gathered first hand Information gathered from existing
sources
Various methods of collection Can be free or purchased from specialist
companies
Both exploratory and/or conclusive Internal and external sources
Qualitative Quantitative ✓ Saves time and money
✓ Aims to find out
what relevant
others think
✓ Measurement as
main aim
✓ Helps define objectives
✗ Only feasible on
small samples
✓ Highly
structured
✓ Suggests possible avenues for
research design
✗ No intention to
measure anything
✗ Difficult to
measure people’s
views
✗ No way of checking accuracy
✗ Data is fairly old
+Issues with Sampling Methods
Probability Sampling Non-Probability Sampling
✗ Expensive ✗ No intention of creating
statistical validity
✗ Time consuming ✓ Easy to gather sample group
✗ Selected respondents cannot be
substituted easily
Seldom used in market research
+Sampling Error
The extent to which the average situation in a sample varies
from the actual average situation in the population of
interest
Nothing can be done to eliminate this error
+Non-sampling Error
Things that can go wrong or can vary when carrying out a
survey
Interviewer may be biased
Non-responses
+Market Monitoring
An ongoing process of market analysis
Data is obtained from a variety of sources
Continuous research and syndicated surveys
Develop strategies based on the understanding of consumers
to launch or sustain products
+Market Monitoring
Audits
Companies pay a subscription and receives the latest data at regular intervals
Permits analysis of the market i.e. sales value and volume
Allow progress of individual companies, products, product variations and prices to be monitored over time
Constant source of reference
Helps locate gaps in the market for possibilities of new products
+Segmentation of Data
Geodemographic data
Classifies small geographical areas according to the
characteristics of their inhabitants
Psychographic data
Differentiates and aggregates consumers in terms of
psychological dimensions
+Market Monitoring
Syndicated Research Omnibus Surveys
Brief and basic mixture of secondary
and primary data
Unique products of certain agencies
Hundreds of firms can have access to
the same data
A fresh sample is recruited every time
✓ Tend to fill gaps in the regular data
provision
✓ Can ask specific questions when
the need arises
✓ Low cost ✓ Cost effective compared to ad-hoc
research
✗ Respondent fatigue and viewing
order effect
+Media Measurement
Message research
Used for pretesting and post-testing all aspects of creative
messages
Conducted through ad hoc methods
Media research
Looks at effectiveness of different media as vehicles for the
message
Can be bought commercially
+Test Marketing
A controlled experiment in which one or more proposed
marketing actions are trialed in a limited section of the market
place
✓ Assess the viability of a new product before its’ launch
✗ Exposes the product to competitors