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8/10/2019 Mresearch Mid Suggestion

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Used to identify anddefine market

opportunities and

problems

Generate, refine, andevaluate marketing

performance

Monitor marketing

performance

Improve understanding

of marketing as a

process

Redefining Marketing Research


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Definition of Marketing Research

Marketing research is the systematic and objective

identification

collection

analysis dissemination

and use of information

for the purpose of improving decision making related to the

identification and

solution of problems and opportunities in marketing.


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Market Research

Specifies the information necessary to address these

issues

Manages and implements the data collection process

Analyzes the results

Communicates the findings and their implications


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A Classification of Marketing Research

Marketing Research

ProblemIdentification Research

Problem SolvingResearch

Market Potential Research

Market Share ResearchMarket Characteristics ResearchSales Analysis ResearchForecasting Research

Business Trends Research

Segmentation ResearchProduct Research

Promotion Research

Distribution Research

Fig 1.1


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Problem Solving ResearchTable 1.1 cont.

PRICING RESEARCH

Pricing policies

Importance of price in brand selection

Product line pricing

Price elasticity of demand

Initiating and responding to price changes

$ALE

PROMOTIONAL RESEARCH

Optimal promotional budget

Sales promotion relationship

Optimal promotional mix

Copy decisions

Media decisions

Creative advertising testing

Evaluation of advertising effectiveness

Claim substantiation

0.00% APR


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Marketing Research Process

Step 1: Problem Definition

Step 2: Development of an Approach to the

Problem

Step 3: Research Design Formulation

Step 4: Fieldwork or Data Collection

Step 5: Data Preparation and AnalysisStep 6: Report Preparation and Presentation


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The Role of Marketing Research

Controllable

Marketing

Product

Pricing

Promotion

Distribution

Variables

MarketingResearch

MarketingDecision

Making

ProvidingInformation

AssessingInformation

Needs

Marketing Managers

Market Segmentation

Performance & Control

Target Market Selection

Marketing Programs

Uncontrollable

Environmental

Factors

EconomyTechnology

Laws &Regulations

Social & CulturalFactors

Political Factors

Customer Groups

Employees

ShareholdersSuppliers

Consumers

Fig 1.2


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Marketing Research Suppliers & Services

LIMITED SERVICE

Branded

Products

and Services

Data

Analysis

ServicesAnalytical

Services

Coding and

Data Entry

Services

Field

Services

FULL SERVICE

Syndicate

Services

Standardized

Services

Customized

Services

Internet

Services

RESEARCH

SUPPLIERSEXTERNAL

INTERNAL

Fig 1.3


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Marketing Research Suppliers & Services

Internal suppliers

External suppliers Full-service suppliers

Syndicated services

Standardized services

Customized services

Internet services

Limited-service suppliers Field services

Coding and data entry services

Analytical services

Data analysis services

Branded marketing research products


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Criteria for Selecting a Research Supplier

What is the reputation of the supplier?

Do they complete projects on schedule?

Are they known for maintaining ethical standards?

Are they flexible?

Are their research projects of high quality? What kind and how much experience does the supplier have? Has

the firm had experience with projects similar to this one?

Do the supplier's personnel have both technical and non-technicalexpertise?

Can they communicate well with the client?

Competitive bids should be obtained and compared on the basis ofquality as well as price.


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Management Information Systems vs.

Decision Support Systems

Unstructured Problems

Use of Models

User Friendly Interaction

AdaptabilityCan Improve Decision

Making by Using What if

Analysis

DSSMIS

Structured Problems

Use of Reports

Rigid Structure

Information Displaying

Restricted

Can Improve Decision Making

by Clarifying Data


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Chapter Two

Defining the Marketing Research

Problem and Developing an Approach


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Research Design: Definition

A research designis a framework or blueprint

for conducting the marketing research project.

It details the procedures necessary for

obtaining the information needed to structureor solve marketing research problems.


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Uses of Secondary Data

Identify the problem

Better define the problem

Develop an approach to the problem Formulate an appropriate research design (for

example, by identifying the key variables)

Answer certain research questions and testsome hypotheses

Interpret primary data more insightfully


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Criteria for Evaluating Secondary Data

Specifications: Methodology Used to Collect the

Data

Error: Accuracy of the Data

Currency: When the Data Were Collected

Objective(s): The Purpose for Which the Data Were

Collected

Nature: The Content of the Data Dependability: Overall, How Dependable Are the

Data


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A Classification of Secondary Data

Secondary Data

Ready to Use Requires FurtherProcessing

Published

Materials

Computerized

Databases

SyndicatedServices

Fig. 4.1

Internal External


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A Classification of Published Secondary Sources

StatisticalDataGuides DirectoriesIndexes Census

Data

Other Government

Publications

Fig. 4.2

Published Secondary Data

General Business Sources GovernmentSources


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A Classification of Computerized Databases

BibliographicDatabases

NumericDatabases

Full-Text DatabasesDirectoryDatabases

Special-Purpose

Databases

Fig. 4.3

Computerized Databases

Online Off-LineInternet


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Syndicated Services

Companies that collect and sell common pools ofdata of known commercial value designed to serve anumber of clients.

Syndicated sources can be classified based on theunit of measurement (households/consumers orinstitutions).

Household/consumer data may be obtained from

surveys, diary panels, or electronic scanner services. Institutional data may be obtained from retailers,

wholesalers, or industrial firms.


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A Classification of Syndicated Services

Unit of

Measurement

Fig. 4.4

Households/

ConsumersInstitutions


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A Classification of Syndicated Services

Unit of

Measurement

Fig. 4.4

Households/

ConsumersInstitutions


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Syndicated Services: ConsumersFig. 4.4 cont.

Psychographic

& Lifestyles General

Advertising

Evaluation

Households /

Consumers

Scanner Diary

Panels with Cable

TV

SurveysVolume Tracking

Data

Scanner Diary

Panels

Electronic scanner

servicesPurchase Media

Panels


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Syndicated Services: Institutions

Audits

Direct

Inquiries

Clipping Services Corporate Reports

Fig. 4.4 cont.

Institutions

Retailers Wholesalers Industrial firms


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Overview of Syndicated ServicesTable 4.3

Type Characteristics Advantages Disadvantages UsesSurveys Surveys conducted at

regular intervals

Most flexible way of

obtaining data;

information on

underlying motives

Interviewer errors;

respondent errors

Market

segmentation,

advertising theme

selection and

advertising

effectiveness

PurchasePanels

Households providespecific information

regularly over an

extended period of

time; respondent

asked to record

specific behaviors as

they occur

Recorded purchasebehavior can be

linked to the

demographic/

psychographic

characteristics

Lack ofrepresentativeness;

response bias;

maturation

Forecasting sales,market share and

trends; establishing

consumer profiles,

brand loyalty and

switching; evaluating

test markets,

advertising, and

distribution

Media Panels Electronic devices

automatically

recording behavior,

supplemented by a

diary

Same as purchase

panel

Same as purchase

panel

Establishing

advertising rates;

selecting media

program or air time;

establishing viewer

profiles


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Table 4.3 cont.Overview of Syndicated Services

Type Characteristics Advantages DisadvantagesScanner Volume

Tracking Data

Household purchases

are recorded through

electronic scanners in

supermarkets

Data reflect actual

purchases; timely data,

less expensive

Data may not be

representative; errors in

recording purchases;

difficult to link

purchases to elements

of marketing mix other

than price

Scanner Diary Panels

with Cable TV

Scanner panels of

households that

subscribe to cable TV

Data reflect actual

purchases; sample

control; ability to link

panel data to household

characteristics

Data may not be

representative; quality

of data limited


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Table 4.3 cont.Overview of Syndicated Services

Characteristics Advantages Disadvantages UsesVerification of product

movement by

examining physical

records or performing

inventory analysis

Relatively precise

information at the

retail and wholesale

levels

Coverage may be

incomplete; matching

of data on competitive

activity may be

difficult

Measurement of

consumer sales and

market share,

competitive activity,

analyzing distribution

patterns; tracking of

new products

Data banks on

industrial

establishments created

through direct inquiries

of companies, clipping

services, and corporate

reports

Important source of

information on

industrial firms,

particularly useful in

initial phases of the

projects

Data are lacking in

terms of content,

quantity, and quality

Determining market

potential by geographic

area, defining sales

territories, allocating

advertising budget


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International

OrganizationsGovernment

Sources

Nongovernment

SourcesGovernments

Trade

Associations

A Classification of International SourcesFig. 4.5

Domestic Organizations inthe United States

InternationalOrganizations in the

United States

Organizations in Foreign

Countries

International Secondary Data


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A Classification of Marketing Research Data

Survey

Data

Observational

and Other Data

Experimental

Data

Fig. 5.1

Qualitative Data Quantitative Data

Descriptive Causal

Marketing Research Data

Secondary Data Primary Data


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A Classification of Qualitative Research Procedures

Association

Techniques

Completion

Techniques

Construction

Techniques

Expressive

Techniques

Fig. 5.2

Direct (Non disguised)Indirect(Disguised)

Focus Groups Depth Interviews

Projective

Techniques

Qualitative Research Procedures


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Characteristics of Focus Groups

Group Size 8-12

Group Composition Homogeneous, respondents,

prescreened

Physical Setting Relaxed, informal atmosphere

Time Duration 1-3 hours

Recording Use of audiocassettes and videotapes

Moderator Observational, interpersonal, and

communication skills of the moderator

Table 5.2


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Procedure for Planning and Conducting Focus GroupsFig. 5.3

Determine the Objectives and Define the Problem

Specify the Objectives of Qualitative Research

Develop a Moderators Outline

Conduct the Focus Group Interviews

Review Tapes and Analyze the Data

Summarize the Findings and Plan Follow-Up Research or Action

State the Objectives/Questions to be Answered by Focus Groups

Write a Screening Questionnaire


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Variations in Focus Groups

Two-way focus group. This allows one target group tolisten to and learn from a related group. For example, afocus group of physicians viewed a focus group of arthritispatients discussing the treatment they desired.

Dual-moderator group. A focus group conducted by twomoderators: One moderator is responsible for the smoothflow of the session, and the other ensures that specificissues are discussed.

Dueling-moderator group. There are two moderators, butthey deliberately take opposite positions on the issues tobe discussed.


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Variations in Focus Groups

Respondent-moderator group. The moderator asks selectedparticipants to play the role of moderator temporarily to improvegroup dynamics.

Client-participant groups. Client personnel are identified and madepart of the discussion group.

Mini groups. These groups consist of a moderator and only 4 or 5respondents.

Tele-session groups. Focus group sessions by phone using theconference call technique.

Online Focus groups. Focus groups conducted online over theInternet.


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Depth Interview Techniques:

Hidden Issue Questioning

In hidden issue questioning, the focus is not on socially

shared values but rather on personal sore spots; not on

general lifestyles but on deeply felt personal concerns.

fantasies, work lives, and social lives

historic, elite, masculine-camaraderie, competitive activities

Advertising theme: communicate aggressiveness, high status,

and competitive heritage of the airline.


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Depth Interview Techniques:

Symbolic Analysis

Symbolic analysisattempts to analyze the symbolic meaning of objects bycomparing them with their opposites. The logical opposites of a productthat are investigated are: non-usage of the product, attributes of animaginary non-product, and opposite types of products.

What would it be like if you could no longer use airplanes?

Without planes, I would have to rely on letters and long distance calls.

Airlines sell to the managers face-to-face communication.

Advertising theme: The airline will do the same thing for a manager asFederal Express does for a package.


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Word Association

In word association, respondents are presented with a list of words, one

at a time and asked to respond to each with the first word that comes to

mind. The words of interest, called test words, are interspersed

throughout the list which also contains some neutral, or filler words to

disguise the purpose of the study. Responses are analyzed by calculating:

(1) the frequency with which any word is given as a response;

(2) the amount of time that elapses before a response is given; and

(3) the number of respondents who do not respond at all to a test word

within a reasonable period of time.


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Disadvantages of Online Focus Groups

Only people that have access to the Internet canparticipate.

Verifying that a respondent is a member of a target group

is difficult.

There is lack of general control over the respondent's

environment.

Only audio and visual stimuli can be tested. Products can

not be touched (e.g., clothing) or smelled (e.g., perfumes).


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A Classification of Observation Methods

Observation Methods

Personal

Observation

Mechanical

ObservationTrace

Analysis

Content

AnalysisAudit

Fig. 6.3

Classifying

Observation

Methods


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Observation Methods

Trace Analysis

Data collection is based on physical traces, or evidence, of pastbehavior.

The selective erosion of tiles in a museum indexed by the replacementrate was used to determine the relative popularity of exhibits.

The number of different fingerprints on a page was used to gauge thereadership of various advertisements in a magazine.

The position of the radio dials in cars brought in for service was used toestimate share of listening audience of various radio stations.

The age and condition of cars in a parking lot were used to assess theaffluence of customers.

The magazines people donated to charity were used to determinepeople's favorite magazines.

Internet visitors leave traces which can be analyzed to examine browsingand usage behavior by using cookies.


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Objective:

Characteristics:

Methods:

A Comparison of Basic Research Designs

Discovery of ideasand insights

Flexible, versatile

Often the frontend of total

research design

Expert surveysPilot surveysSecondary dataQualitative

research

Describe marketcharacteristics orfunctions

Marked by the priorformulation ofspecific hypotheses

Preplanned andstructured design

Secondary dataSurveysPanelsObservation and

other data

Determine causeand effectrelationships

Manipulation ofone or moreindependentvariables

Control of other

mediatingvariables

Experiments

Exploratory Descriptive Causal

Table 3.2


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l d d d f


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Relative Advantages and Disadvantages of

Longitudinal and Cross-Sectional Designs

Evaluation

Criteria

Cross-Sectional Design Longitudinal Design

Detecting Change

Large amount of data collection

AccuracyRepresentative Sampling

Response bias

-

-

-+

+

+

+

+-

-

Note: A + indicates a relative advantage over the other design, whereas a -

indicates a relative disadvantage.

Table 3.4


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Cross-Sectional Data May Not Show Change

Brand Purchased Time Period

Period 1 Period 2

Survey Survey

Brand A 200 200

Brand B 300 300

Brand C 500 500

Total 1000 1000

Table 3.5

L i di l D M Sh


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Longitudinal Data May Show

Substantial Change

Brand Purchased

in Period 1

Brand Purchased in Period 2

Brand A Brand B Brand C Total

Brand A

Brand B

Brand C

Total

100

25

75

200

50

100

150

300

50

175

275

500

200

300

500

1000

Table 3.6


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M t D i i P bl V


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Management Decision Problem Vs.

Marketing Research Problem

Management Decision Problem Marketing Research Problem

Should a new product be To determine consumer preferences

introduced? and purchase intentions for the

proposed new product.

Should the advertising To determine the effectiveness

campaign be changed? of the current advertising

campaign.

Should the price of the To determine the price elasticity

brand be increased? of demand and the impact on sales

and profits of various levels

of price changes.


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Proper Definition of the Research Problem

Marketing Research Problem

Broad Statement

Specific Components

Fig. 2.3


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Components of an Approach

Objective/Theoretical Foundations

Analytical Model

Research Questions

Hypotheses

Specification of the Information Needed


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Models

An analytical modelis a set of variables andtheir interrelationships designed to represent,in whole or in part, some real system or

process.

In verbal models, the variables and theirrelationships are stated in prose form. Suchmodels may be mere restatements of themain tenets of a theory.


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Mathematical modelsexplicitly specify therelationships among variables, usually in

equation form.

Where

y = degree of preference

= model parameters to be estimated

statistically

Mathematical Models

n

iiixaay 10

aa i,0


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Research Questions and Hypotheses

Research questions(RQs) are refined

statements of the specific components of the

problem.

A hypothesis(H) is an unproven statement orproposition about a factor or phenomenon

that is of interest to the researcher. Often, a

hypothesis is a possible answer to theresearch question.


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International Marketing Research


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International Marketing ResearchExamining the impact of the Self-Reference Criterion (SRC)

1. Define the marketing research problem interms of domestic environmental and cultural factors.

2. Define the marketing research problem in terms of foreign

environmental and cultural factors. Make no judgments.

3. Isolate the self-reference criterion (SRC) influence on theproblem and examine it carefully to see how it complicatesthe problem.

4. Redefine the problem without the SRC influence andaddress it for the foreign market situation.

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