marketing research session 01

8/6/2019 Marketing Research Session 01

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Introduction to Marketing Research

January 2011


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Agenda today

Introduction to MR

What is MR?

Relevance/significance

Types of MR

MR Process

Defining MR problems

Assignment ?!


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Before we understand MR

lets define our perspective

What comes to your mind?

What does MR mean to you?


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Problem, solution, strategy, meetingconsumers/people, writing reports, ROI,

trends, systematic, analytics,

feedback


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What is the difference between

Sales and Marketing?


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Ours is not to question why,

ours is but to do or die.

That is what Sales thinks.

And thats exactly how Marketing is different

from sales.


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Marketing asks Why?

and Who?

and When?

and Where?

and How?


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What does MR help in?

The role of marketing research in managerial decision making is explained

further using the framework of the "DECIDE" model:

D - Define the marketing problem E - Enumerate the controllable and uncontrollable decision factors

C - Collect relevant information

I - Identify the best alternative

D - Develop and implement a marketing plan

E - Evaluate the decision and the decision process


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The etymology of research

Comes from the French word

recherche

means

to investigate thoroughly


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MR definition

Marketing Research is a function which linksthe consumer, customer, and the public to the marketer

through information information used to

identify and define marketing opportunities and problems;

generate, refine and evaluate marketing actions;

monitor marketing performances;and improve understanding of marketing as a process.

MR specifies the information required to address these issues;

design the method for collection of information;

manages and implements the data collection process;

analyses the results;

and communicates the findings and their implications.

MR

srole

MRsproc

es

s


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How would you define MR in

simple terms?

Eyes and Ears of the organisation


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We would confine ourselves to

Marketing Research


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Why should I know about MR?

I am the Sales Manager and our Sales have grown at 20% over

last year. Should I get a promotion?

I have a marketing budget of Rs 20 crs. Where and how do I

spend it?

I want to charge a 25% profit over the fixed and variable costs toget a decent ROI. Is it the right thing to do?

I am the DGM Supply Chain. Is my supplier happy with me?

Are we able to attract the best talent? Why do our employees

feel that we are paying them lesser salaries? Are they happy

working here?

Are the employees satisfied/happy with the laptops / PCs? Are

they facing any problem with remote connectivity? Should we

ban the use of social sites during office hours?


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Significance of research

Why should I know about MR?

Research promotes development of logical habits of thinking

and organisation

Research provides basis for nearly all government policies in

our economic system

Census of India, CCI, NCAER, NSS, BPL etc

Research has special significance in solving various operational

and planning problems of business and industry

Retail industry, Telecom industry, setting up of large officecomplexes (IT hubs) etc

Social research is equally important

Malnutrition, infrastructure, health, education system etc


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MR definition

Market Research is a systematic, objective collection and analysis

of data about a particular target market, competition, and/or

environment. It always incorporates some form of data collection

whether it be secondary research (often referred to as desk

research) or primary research which is collected direct from arespondent.

The purpose of any market research project is to achieve an

increased understanding of the subject matter. With markets

throughout the world becoming increasingly more competitive,market research is now on the agenda of many organisations,

whether they be large or small.


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Why it is necessary to do research?

Because try as hard as we might, we cannot think like

the consumer

And of course,

to answer Saboot kya hai?


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What all can be researched?

Almost everything!


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The Consumer

Awareness RecallBehaviour Attitudes

Motives Needs

Perceptions Image


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The Product

New Product Development

Sensory testing

Packaging tests


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The Communication

Awareness Recall

Understanding Persuasion

Impact Decay


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When research is not the solution

Respondents cant give answers

Difficult to recall / remember

Respondents dont know the answers

Irrational decisions, unable to identify their own emotions

The time taken to do the research makes the process /

objective redundant

Fashions

The test product / technology is confidential


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A look at some new launches :

Successes and failures

What did they do differently?

Did they deliver on the consumer needs?

Were they designed that way?

Consumer needs : MR


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Some marketing successes

Nano ?

IPL 1

Tata Do Co Mo

Pureit / Tata Swatch ?

Colors channel

Kingfisher Airlines

Axe Deo ?

Parachute hair oil

Pepsodent


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And some failures

Subhiksha

Channels (Real TV etc)

Tie up by Telcos to sell RIM, I-phones

I-phone in India

Brand extensions FMCG


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2000-3000 new brands/extensions

(FMCG) were launched in India in last 3

years

Only 6 or 9 succeeded


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Importance of knowing how research

is done

Solving business issues

Use/application

Implementation of research results


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Types of research


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Types of research

Primary

Talking to respondents

Secondary Net

Industry reports

Magazines/journals

Internal audits


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Types of research

Syndicated/Continuous

Not for any particular client

A continuous research service

Many clients may buy into it

Is focused / has objective

Any examples

Adhoc/Customised

Not continuous For a client, for a research objective/problem to be solved

Any examples

Data cannot be shared with other clients


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Types of research

Quantitative research

Qualitative research

Industrial research Client satisfaction research

Continuous tracks

Media research Panels

Audits, mystery audits


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Types of research

Tracks

Continuous studies for a particular client

Ad tracks, ATP


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How does one do research ?

Research Process
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Customised / Adhoc research

Research brief (from client)

Research design

Approval from client

Fieldwork

Data punching and analysis

Report/presentation to client


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Continuous research

No research briefs

Need to make clients aware of the research / data base

Need to sell it Constant client servicing required to retain and grow

business

Gade murde ukhadna ? (catch an error in two year old

data)


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Research brief

I need to know why is my brand losing share in Delhi ?

How has my newly launched brand / channel performed ?

Detailed usage habits of my category and the perceptions

towards various brands (mine vs competition)

Any issue which required research to answer it ..


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Brief Research problem


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Identifying a research problem

Needs to be well defined

Has to have objectives

Have alternate approaches of solution Frame of reference to be well defined

Good research is systematic and logical


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Research design

Proposal (win the study)

Objectives

Coverage

Sample design and size

Research methodology

Analysis and reporting of findings

Schedule and costs


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On sample size, coverage, schedule, method

and costs


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Fieldwork

Pre

During


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Pre fieldwork

Questionnaire design


Field materials

Stimulus

Show cards

Giving quotas to field if any

Only mobile owners

50% males, 50% females

Users and non users of shampoos

With kids, without kids


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During fieldwork

Weekly / fortnightly status from field

Keeping the client informed on the progress

Preparing an detailed analysis plan for the data

analysis stage


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Data punching and analysis

Punching

Data editing

Analysis

Table formats

Base for the tables


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Report/presentation to client

Summary

Detailed report


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How does a research company do it ?

Structure


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Structure

Research Analysis Field Operations

Systems

HR Accounts and Finance
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RE profile

Open eyes and ears

Eagerness to learn

Curiosity

Presentable to clients

Able to generate business

Very good at communication

Field Operations Analysis Clients

Remember its a rat race and not hare vs tortoise
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Thank You

marketing research session 01

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