marketing research - uni trier: willkommen · assess info needs analyze/use info marketing...
TRANSCRIPT
MANAGING MARKETING INFORMATION TO
GAIN CUSTOMER INSIGHTS
Marketing Research
Trier 4
Marketing Information and Customer Insights
• Fresh and deep insights into customers
needs and wants
• Difficult to obtain
– Not obvious
– Customer’s unsure of their behavior
• Better information and more effective
use of existing information
Customer Insights are:
Marketing Information and Customer Insights
• Companies are
forming customer
insights teams – Include all company
functional areas
– Collect information from a
wide variety of sources
– Use insights to create more
value for their customers
Customer Insights
Marketing Information and Customer Insights
Marketing information system(MIS) consists of people and procedures for:
– Assessing the information needs
– Developing needed information
– Helping decision makers use the information for customer
Marketing Information Systems (MIS)
Previewing concepts (1)
• Recognise the importance of information to an
organisation and the role information plays in
effective marketing decision-making
• Define the marketing information system and
discuss its parts
• Outline the steps in the marketing research
process
4-5
Previewing concepts (2)
• Outline the sources of secondary and primary data, understand their role and the issues involved in their collection and analysis
• Explain how companies analyse and distribute marketing information
• Discuss the special issues some marketing researchers face, including public policy and ethics issues
4-6
Gaining
Insights
©2012 Pearson Education
Marketing
Information
04
©2012 Pearson Education
The Importance of Information
• Companies need
information about their:
– Marketing environment
– Competition
– Customer needs
• Managers don’t need more
information, they need
better information.
7-9
Information Systems
Data vs. Information
7-10
Systematic Approach
• Managers need to set up a systematic approach to
– gather,
– sort,
– analyse,
– evaluate and
– distribute
the right information to the right managers
4-11
What is a
marketing information system?
A marketing information system
(MIS) includes the people, equipment,
and procedures to gather, sort,
analyse, evaluate, and distribute
needed, timely, and accurate
information to marketing decision
makers.
7-12
Marketing Information System (MIS)?
The MIS helps managers to:
1. Assess Information Needs,
2. Develop Needed Information,
3. Distribute Information.
4-13
A good MIS...
balances users’ information desires against what they need and what is feasible to offer
©2012 Pearson Education
Develop Needed Info
Research/Intelligence/Databases
Assess Info Needs Analyze/Use Info
MARKETING INFORMATION SYSTEM
Information Users
Marketing Environment
Information Users MIS
©2012 Pearson Education
Figure 7.1
The marketing information system
4-16
Developing marketing information
Internal data
Marketing intelligence
Marketing research
4-17
Internal Data
Computerized Collection of Information from
Data Sources (i.e. Accounting) Within the Company.
Marketing Research
Design, Collection, Analysis, and Reporting
of Data about a Specific Marketing Situation Facing the Organization.
Marketing Intelligence
Collection and Analysis of Publicly Available Information about Competitors and the
Marketing Environment (i.e. Technological).
Functions of a MIS: Developing
Information
Information Needed by Managers Can be Obtained From:
4-18
Information Types
Primary Secondary Internal
Information must be timely and accurate
4-19
Internal: What Information Have You Now?
7-20
Internal data
• Internal Information can come from many sources.
– The accounting department prepares financial statements and
keeps detailed records of sales, costs, and cash flows.
– Operations reports on production schedules, shipments, and
inventories.
– Sales force reports on reseller reactions and competitor
activities.
– The marketing department furnishes information on customer
demographics, psychographics, and buying behaviour.
– The customer service department keeps records of customer
satisfaction or service problems.
– Research studies done for one department may provide
useful information for several others.
4-21
What you can learn from an invoice
1. The average sale per customer.
2. The top ten customers.
3. The geographical breakdown of sales.
4. Your customers by various categories e.g. builders, farmers, retailers.
5. Value of different products in your overall sales.
6. Seasonal patterns in sales.
7. Average length of credit taken by customers.
4-22
MARKETING INTELLIGENCE
• A relatively unstructured approach to gathering
information about the marketing environment
• Sources:
– regularly scanning newspapers
– using specialised media cutting services
– listening to employees
– listening to intermediaries
– employing consultants
4-23
Sources of
competitive intelligence
• Executives
• Engineers
• Scientists
• Purchasing agents
• Sales force
• Suppliers
• Resellers
• Customers
• Published information
• Competitors
7-24
Competitive intelligence
• Competitor intelligence can come from
assessing competitors’ products, monitoring
their sales, checking for new patents, and
examining various types of physical evidence.
• Competitors may reveal intelligence
information through their annual reports,
business publications, trade show exhibits,
press releases, advertisements, and Web
pages.
4-25
P&G went dumpster diving for
competitive information on Unilever
4-26
Information Analysis Systems: Decision
Support Systems
4-27
Information Analysis Systems: Databases
• a collection of data that is arranged in a
logical manner and organized in a form
that can be stored and processed by a
computer
– e.g.: customer names, addresses, zip codes,
previous purchases, sizes, shipping and
payment preferences, etc.
4-28
Information Analysis Systems: Data
Warehousing & Data Mining
The use of powerful computers and relational database software to dig through exceedingly large volumes of data to discover patterns of behavior.
e.g. Classification trees
7-29
Distributing and using marketing information
– Marketing information has no value until it is used to
make better marketing decisions.
– Many firms use a company intranet to facilitate this process. The intranet provides ready access to research information, stored reports, shared work documents, contact information for employees and other stakeholders, and more.
– Companies are also increasingly allowing key customers and value-network members to access account, product, and other data on demand through extranets.
4-30
What is marketing research?
Marketing research is the systematic
design, collection, analysis and
reporting of data relevant to a specific
marketing situation facing an
organisation.
7-31
THE NATURE AND IMPORTANCE
OF MARKETING RESEARCH
• It is essentially about KEEPING IN
TOUCH with the marketing environment
• Information is a source of competitive
advantage
4-32
Marketing Research is …
• The process of listening to the voice of the market and
conveying it to management.
• It answers questions such as:
– Who are my customers?
– Where do they shop?
– What do they want?
– What price will they pay?
– Who are my competitors, what do they offer?
4-33
Columbia Tri-Star Conducted Research
to Determine Perceptions of
Spider-Man Brand
7-34
Voodoo Research Meets Consumers at
Festivals
Source: Voodoo research www.voodoores.com
7-35
WHO CARRIES OUT MARKET RESEARCH?
• In house
– OK for small projects or where there is a
routine and constant level of work
• Specialist research company (e.g. MORI)
– Likely to have much broader range of skills
– Can handle peaks and troughs in activity
– May be more objective
– Need close working relationship with “client”
company
4-36
What is Market Research? • Market Research is a formal study which;
– Specifies the information needed to address
a particular marketing issue
– Designs the method for collecting that
information
– Manages and implements the data collection
process
– Analyses and interprets the results
– Communicates the implications of findings to
the marketing manager
4-37
The Origins of Research Data
Qualitative Quantitative
4-38
Qualitative Research
Uses
• Investigating
– Motivations
– Attitudes
– Beliefs
– intentions
Characteristics
• Non-probability
samples
• Small samples
• Grounded in
behavioural sciences
7-39
Quantitative Research
Characteristics
• Probability and non-probability samples
• Relatively large sample sizes
• Statistical analysis
4-40
QUALITATIVE v QUANTITATIVE
RESEARCH
• Qualitative Research:
– rich in meaning, but usually limited to
small samples
• Quantitative Research:
– large scale data may be reliable, but
meaning may not be valid
• Both approaches should be used in
combination
4-41
Types of Research
Exploratory Descriptive Causal
4-42
Exploratory Research
Exploratory research utilizes
qualitative research approaches and
is undertaken to collect preliminary
data in order to clarify or identify a
problem.
4-43
Descriptive Research
Descriptive research utilizes
quantitative research approaches
and aims to provide the marketer
with a better understanding of a
particular issue or problem.
4-44
Causal (Predictive) Research
Causal research utilizes quantitative
research approaches in order to test
cause-and-effect relationships with a
goal of making reasonably accurate
predictions about the probable
outcome of particular actions.
4-45
Experimentation
Low Degree of Control High
Marketplace or
Field
Laboratory
4-46
THE MARKETING RESEARCH
PROCESS
• To be useful, research must be accurate and reliable
• Similar to other scientific research processes
7-47
Market Research Process (8-Step Model)
Problem definition
Research objectives
Planning research:
Prepare research brief
Agree on research plan
Data collection
Conduct research
Analyse and
interpret data
Prepare and
present report
Research evaluation
4-48
Figure 7.2 The marketing research process (4-Step Model)
Defining the problem and
research objectives
Developing the research
plan for collecting information
Implementing the
research plan
Interpreting and reporting
the findings
4-49
Problem Definition: Typical
Questions
• What’s the purpose of the study?
• What is the decision to be made?
• What information is needed?
• How will the information be used?
• What is to be measured?
• Is there a need for marketing research?
4-50
Examples of
Research Objectives
• Defining market trends and competitive structure
• Profiling strengths and weaknesses of suppliers
• Identifying primary buyers
• Identifying buying criteria
• Surveying potential users for willingness to switch
4-51
Research Objectives
• Exploratory research seeks to gather
preliminary information that will help
define the problem and suggest
hypotheses
• Descriptive research describes thing like market
potential or consumer attitudes
• Causal research seeks to test hypotheses about
cause-and-effect relationships
4-52
Information Needs
• Information collected specifically
for the purpose at hand is called
primary data
• Information collected already for some
other purpose is known as secondary data
4-53
Secondary vs Primary Data
• Secondary data is data already collected and
documented for purposes other than the
problem at hand by others.
• Primary data is specifically collected by the
researcher for the specific problem/opportunity
and involves all steps of the marketing
research process.
4-54
Information That
Already Exists
Somewhere.
+ Obtained More
Quickly, Lower Cost.
- Might Not be
Usable Data.
Develop the Research Plan
Both Must Be:
Relevant
Accurate
Current
Impartial
Information
Collected for the
Specific Purpose
at Hand.
4-55
Sources of Data
Secondary
(desk research)
• Published data
– Commercial sources
– Government research
– Academic research
• Internal databases
Primary
(field research)
• In-house staff
• Marketing research
agency
7-56
Using Published Sources of
Information
7-57
Secondary research
• Sometimes referred to as desk research.
• Consists of data and information that is already in
existence and which can be accessed by the
organisation.
• Can be cheaper and quicker to access than primary
research.
• May provide an organisation with information that it
would not otherwise have time to gather.
• Secondary data may not always be up to date, be
applicable to an organisation, or give the full picture.
7-58
Research and Data Types Desk Research Field Research
Secondary Data Primary Data
Purpose: Collected for other Collected for specific problem
reasons by others in hand by researcher
Relevancy: Some to little Complete
Objectivity: Unknown High
Process: Easy to gather Difficult to gather
Cost: Relatively cheap Relatively expensive
Time: Relatively little Relatively much
7-59
PRIMARY v SECONDARY
RESEARCH
• Begin with secondary research
– quick, relatively inexpensive
– but out of date and may not be specific
enough
• Follow up with primary research
– provides information to current needs
– but is expensive and time consuming
4-60
Classification of Secondary Data
Secondary Data
INTERNAL EXTERNAL
Ready to Use Needs
Modification Government State Bodies
Directories Trade/Professional
Bodies
Internet/WWW Databases/
CD-ROMs
Syndicated
Services
Grey Material/
Other
7-61
Secondary Data
Internal Records
• Customer records
• Financial statements
• Inventory records
• Research reports
• Credit data
• POS register information
External Sources
• Government sources
• Trade Association
statistics
• Commercial sources
• Internet sources
7-62
SOURCES OF SECONDARY
RESEARCH • Government departments and official publications
e.g. General Household Survey,
• National media e.g. Financial Times country surveys
• Professional and trade associations
• Trade, technical and professional media
• Local chambers of trade and commerce
• Year-books and directories, e.g. Dataquest
• Companies' Annual Reports and Accounts
• Subscription services, e.g. Keynote, MEAL, Mintel etc.
• Subscription electronic databases, e.g. Mintel OnLine
4-63
Useful Web – some sources
• www.cso.ie
• www.irlgov.ie
• www.esri.ie
• www.kompass.ie
• www.acnielsen.com
• www.mintel.co.uk
• www.tnsofres.com
• www.europages.com
4-64
Evaluating Secondary
Data Sources
Pertinency
of data
Who collected
and why
Method of
collecting
data
Evidence of
careful work
4-65
Evaluating secondary data
• How relevant is the data to the
project at hand?
• How accurate is the data?
• How current is the data?
• Were the data collected by an impartial
party?
4-66
Primary research
• Sometimes called field research.
• Is undertaken or commissioned by an organisation
for a specific purpose.
• The required information does not already exist.
• It is exactly tailored to a problem.
• Can be expensive and time consuming.
7-67
Implementing the research plan
• The researcher next puts the marketing research
plan into action. The data collection phase of marketing research process is generally the most expensive and the most subject to error.
• Researchers must process and analyse the collected data to isolate important information and findings. They need to check data for accuracy and completeness and code it for analysis. The researchers then tabulate the results and compute averages and other statistical measures.
4-68
Decisions associated with
primary data collection
• Research approach
• Contact method
• Sampling plan
• Research instruments
4-69
Primary Research Techniques
Focus groups
Surveys
Observation
In-depth interviews
Experimentation
4-70
Personal interviewing
• Focus group interviewing utilises a
small sample of typical consumers under
the direction of a group leader who elicits
their reaction to a stimulus such as an ad or
product concept
• Individual interviewing involves talking with
people in their homes or offices on the street or
in shopping centres
4-71
Primary Research Methods
• Personal Interviews
– Unstructured
– Structured
– Semi-structured
• Focus Group interviews
– 10-12 participants
– discussion guide
– ‘domino’ effect
Source: Leapfrog Research http://www.leapfrogresearch.co.uk
7-72
Primary data collection:
research approaches
Observational
Survey
Experiment
4-73
Observational Research
Gathering data by observing
people, actions and situations
(Exploratory)
Experimental Research
Using groups of
people to determine
cause-and-effect relationships
(Causal)
Develop the Research Plan Planning
Primary Data Collection
Survey Research
Asking
individuals about attitudes, preferences or
buying behaviors
(Descriptive)
Research Approaches
4-74
What is survey research?
Survey research is the gathering of
primary data by asking people
questions about their knowledge,
attitudes, preferences, and buying
behaviour.
7-75
Harris Interactive is a major
provider
of custom survey solutions
4-76
Primary data collection:
contact methods
Telephone
Personal
Online
4-77
Strengths and weaknesses
of contact methods
4-78
Primary Research Methods
• Observational
– New product trials
– Consumer shopping
– Mystery shopping
– Physiological
responses
7-79
Observational
©2012 Pearson Education
Mechanical instruments
• Eye cameras
• People meters
• Checkout scanners
7-81
Mechanical devices used to monitor
» Nielsen Media Research attaches people meters to
television sets in selected homes to record who
watches which programmes.
» Retailers use checkout scanners to record
shoppers’ purchases.
» Other mechanical devices measure subjects’
physical responses.
4-82
ShopperTrak uses video mining
to monitor consumer behaviour
4-83
Ethnographic
©2012 Pearson Education
What is ethnographic research?
Ethnographic research is a form of
observational research that involves
sending trained observers to watch and
interact with consumers in their ‘natural
habitat.’
7-85
IDEO used ethnographic research
to design a Marriott strategy
4-86
What is experimental research?
Experimental research is the
gathering of primary data by select
matched groups of subjects, giving
them different treatments, controlling
related factors and checking for
differences in group responses.
7-87
Primary Research Methods
• Experimentation
– Laboratory
– Real-world
– Simulation
7-88
Table 5.1 Comparative Performance of
Data Collection Techniques
Personal
Interview
Group
Interview
Telephone
Survey
Mail Survey
Cost/response High Fairly high Low Very low
Speed Fast Fast Very fast Slow
Quantity of data Large Large Moderate Moderate
Sample dispersion Low Low High High
Response rate High Very high Fairly high Low
Probing High High Fairly high None
4-89
Table 5.1 Comparative Performance of
Data Collection Techniques (Con’t)
Personal
Interview
Group
Interview
Telephone
Survey
Mail Survey
Visual aids High High None Fairly high
Flexibility of
questioning
High High Fairly high Low
Sensitive questions Fairly low Fairly high Fairly high High
Anonymity Possible Possible None None
Cooperation Good Very good Good Poor
4-90
Table 5.2 Advantages of
Internet Research Quantitative
• Faster/cheaper
• Automated
• Visual aids possible
• Enhanced data quality
• International coordination
Qualitative
• Faster/ cheaper
• Enhanced control
• Illustration of concepts
• Easier recruitment
• International coordination
Source: Alex Johnston, Technology and Communications Director for New Media Research International, as reported by Gray (2000b)
7-91
Table 5.2 Disadvantages of
Internet Research Quantitative
• Internet coverage (respondent universe)
• Sampling issues
• Potential for self-selection bias
• Technical problems
Qualitative
• Loss of non-verbal elements
• New moderation skills required
• Slow typing speeds
• Technical problems
• Sampling issues
Source: Alex Johnston, Technology and Communications Director for New Media Research International, as reported by Gray (2000b)
7-92
Developing Marketing Information
Marketing Research Strengths and Weakness of Contact Methods
Mail Telephone Personal Online
Flexibility Poor Good Excellent Good
Quantity of data
collected
Good
Fair
Excellent
Good
Control of
interviewer effects
Excellent
Fair
Poor
Fair
Control of sample Fair Excellent
Good
Excellent
Speed of data
collection
Poor
Excellent
Good
Excellent
Response rate Poor
Poor
Good
Good
Cost Good
Fair
Poor
Excellent
Methods of Generating Continuous
Data
Consumer
panels
Home audits
Omnibus
surveys
4-94
Omnibus Surveys
• Capibus
• Phonebus
• Ncompass
• Autobus
• Access Omnibus
• RSGB Omnibus
7-96
Greenfield Online overcomes the a
weakness of online research by using
panel members
4-97
Primary data collection:
sampling plan
Sampling unit
Sample size
Sampling procedure
4-98
Designing a sample
• Who is to be surveyed?
• How many people should be
surveyed?
• How should the people in the sample
be chosen?
4-99
Types of samples
Probability
• Simple random
• Stratified random
• Cluster
Nonprobability
• Convenience
• Judgement
• Quota
7-100
Designing questionnaires
Marketing Birmingham
4-101
Developing Marketing Information
Probability Sample
Simple random sample Every member of the population has a known and equal
chance of selection
Stratified random
sample
The population is divided into mutually exclusive groups
and random samples are drawn from each group
Cluster (area) sample The population is divided into mutually exclusive groups
and the researcher draws a sample
Nonprobability Sample
Convenience sample The research selects the easiest population members
Judgment sample The researcher uses their judgment to select population
members
Quota sample The researcher finds and interviews a prescribed number
of people in each of several categories
Marketing Research Sampling Plan – Types of Samples
5
Stages in the Development of a Questionnaire
Planning stage
Design stage
Pilot stage
4-103
Designing questionnaires
• Should questions be closed-ended
or open-ended?
• How should questions be worded?
• How should the questions be ordered?
7-104
Types of Questions
Closed-
ended
Open-
ended
4-105
Table 9.6 Types of question (continued)
7-106
Table 9.6 Types of question (continued)
7-107
Poorly Worded Questions What type of wine do you prefer?
‘Type’ is ambiguous: respondents could say ‘French’ , ‘red’, ‘claret’,say, depending on their interpretation.
Do you think that prices are cheaper at Asda than Aldi?
Leading question favouring Asda; a better question would be ‘Do you think that prices at Asda are higher, lower or about the same as Aldi?’ Names should be reversed for half the sample.
Which is more powerful and kind to your hands: Ariel or Bold?
Two questions in one: Ariel may be more powerful but Bold may be kinder to the hands. Ask the two questions separately.
Do you find it paradoxical that X lasts longer and yet is cheaper than Y?
Unfamiliar word: a study has shown that less than a quarter of the population understand such words as paradoxical, chronological or facility. Test understanding before use.
4-108
Likert Scale
• Tesco prices are generally lower than those of
other supermarkets
– Strongly agree
– Agree
– Neither
– Disagree
– Strongly disagree
4-109
Semantic Differential Rating Scale
4-110
Reporting Findings to Managers
©2012 Pearson Education
The Report
• Title page
• Contents
• Preface
• Executive summary
• Research methods
• Findings
• Conclusions
• Recommendations
• Appendices
7-112
Interpreting and reporting of the
findings
– The market researcher must now interpret
the findings, draw conclusions, and report
them to management. The researcher
should present important findings that are
useful in the major decisions faced by
management.
– Interpretation should not be left only to the
researchers. The marketing manager knows
more about the problem and the decisions
that must be made.
4-113
Analysing marketing information
Data may be analysed using advanced
statistical methods and the development
of econometric models
7-114
Marketing research for small
business and non-profit
organisations • Research can be based on simple
observation
• Small scale surveys can be conducted using
convenience samples
• Managers can conduct simple experiments
• Secondary information is easily available
4-115
Purchases
Sales force contacts
Support calls
Website visits
Satisfaction surveys
Customer Touchpoints
©2012 Pearson Education
Issues facing
international marketing research
• Diverse markets in different countries
• Difficulty finding good secondary data
• Difficulty recruiting good samples
• Communication modes (telephone, internet) may not be widespread
• Language is an obstacle
• Attitudes toward marketing research vary
• Illiteracy rates may limit participation
4-117
Ethical Issues in Marketing Research
Intrusions of privacy
Misuse of marketing research findings
Competitive information gathering
Selling under the guise of marketing research
4-118
Market research ethics
• Increasing consumer resentment has become a major problem in the research industry due to how the market research has been used and abused.
– Consumers fear researchers may use sophisticated techniques to obtain information that may be intrusive and infringe consumer rights.
– There is also the fear that the research findings may be manipulated and misinterpreted to suit the company paying for the research.
• To minimise abuse the research industry has developed broad standards such as ESOMAR’s International Code of Marketing and Social Research Practice.
4-119
Discussing the concepts (1)
• Determine how the activities in Figure 7.1
would apply to Reebok developing the
information it needs to market a new
running shoe.
• List three different sources of internal data useful
for a mobile phone company. How could the data
be useful for creating mobile phone services that
provide greater customer value and satisfaction?
4-120
Discussing the concepts (2)
• Outline the strengths and weaknesses of
marketing research conducted online.
• How does your college use an intranet to
help its students access data?
• List three ways, using limited resources, in which
a director of fundraising for a small non-profit
organisation could gather information about
primary donor groups.
4-121