p%26p slides week 5 research
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8/8/2019 P%26P Slides Week 5 Research
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MarketingResearch andInformation
Systems
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A marketing information system
Marketing
environment
The company
Customers
Competitors
Suppliers
Distributors
Economic
Social
Legal
Technological
Physical forces
Marketing information
system
Internal continuous data
Internal ad-hoc data
Environmental scanning
Marketing research
Marketing decision-
making
Strategic
external continuousdata
external ad-hoc data
new products and
markets
competitivestrategy
Operational
sales force
monitoring
advertising copy
Tactical
marketing mix
planning
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Waitrose
Survey results on
behalf of Which?
Magazine are usedhere to
position Waitrose
as the
UK¶s favouritesupermarket.
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Types of marketing research
Ad hoc research
custom designed studies
Omnibus studies
Continuous research
consumer panels
retail audits
TV viewership panels
marketing databases
CRM systems
website analysis
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The marketing research process
Data analysis and interpretation
Research Planning
Initial contact; research brief; research proposal
Exploratory Research
Secondary research; qualitative research; consultation
with experts;observation
Main quantitative data collection
Descriptive research; experimental research; thesampling process; the survey method; questionnaire
design
Report writing and presentation
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Forms of exploratory research
Exploratory research
Secondary
research
Internal records
Past marketing
research reports
Government andEU statistics
Market reports
Directories
Newspapers,
journals, magazines
Observation
watching
purchasing
behaviour
ethnography
Qualitative
research
focus groups
depth
interviews
Consultation
with experts
practitioner
experts
financial experts
university-basedexperts
journalists
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The main quantitative data collection stage
Main quantitative data collection
Descriptive
research
Descriptions of
consumers¶
awareness, beliefs,
attitudes,
preferences,
behaviour etc.
Research designTypes
Experimental
research
Setting up control
procedures to
measure cause and
effect (e.g. the effect
on sales of a
promotional offer)
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The main quantitative data collection stage
Main quantitative data collection
The sampling
process
population
definition
sampling frame
sampling method
sample size
Research designTypes
The survey
method
face-to-face
interviews telephone
interviews
mail surveys
Internet surveys
Questionnaire
design
planning
design
piloting
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The sampling process
Define the population
Determine
Sample
size
Search for sampling frame
Specify
sampling
method
Select the sample
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A comparison of different contact methods
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Methods of improving mail survey response rates
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Stages in thedevelopment of a questionnaire
Planning stage
Design stage
Pilot stage
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Stages in thedevelopment of a questionnaire
Definition of the research problem
Exploratory research
Information required
Definition of population
Target groups
Survey method
Planning stage
Design stage
Pilot stage
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Stages in thedevelopment of a questionnaire
Ordering of topics
Type of question Wording and instructions
Layout
Scaling
Probes and prompts Coding
Planning stage
Design stage
Pilot stage
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Stages in thedevelopment of a questionnaire
Pilot testing Redesign
Final questionnaire
Planning stage
Design stage
Pilot stage
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Poorly worded questions
What type of wine do you prefer?
µType¶ is ambiguous: respondents could say µFrench¶ , µred¶, µclaretdepending on their interpretation. Showing the respondents a list andasking µfrom this list«¶ would avoid the problem.
Do you think that prices are cheaper at Asda than Aldi?
Leading question favouring Asda: a better question would be µDo youthink 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 bekinder to the hands. Ask the two questions separately.
Do you find it paradoxical that X lasts longer and yet is cheaper thanY?
Unfamiliar word: a study has shown that less than a quarter of thepopulation understand such words as paradoxical, chronological or facility. Test understanding before use.
Question Problem and solution
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Data Analysis and Interpretation
Aided by software packages e.g. SPSS
Care needed in interpreting course and effect
Care needed when interpreting differences in means(sampling errors)
A computer-
generated
histogram displaying
marketing research
information.
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ReportWriting
Typical Structure
1. Title page
2. List of contents
3. Preface
4. Summary of conclusions and recommendations
5. Previous related research
6. Research method
7. Research findings
8. Conclusions
9. Appendices
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Essential differences between qualitative and
quantitative research
Qualitative Quantitative
Focus Verbal data Numerical data
Research purpose
and outcome
Rich, in-depth insights Broad
generalisations
Research means Focus group or depthinterview
Structuredquestionnaire
Operation High flexibility in data
collection
Low flexibility in
data collection
Data capture Post-coding Pre-coding
Sampling Small samples Large samples
Analysis Content analysis Statistical analysis
Reporting Underlying themes
illustrated by quotes
from respondents
Statistical
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Ethical issues in marketing research
Intrusions on privacy.
Misuse of marketing research findings.
Competitive information gathering.
Selling under the guise of marketing research.