revised ebook (change 1) complete layout - cover 2.compressed

M E T R I X R E S E A R C H

an introduction tomarket research

“pokemongo is lifefor without it thereare no perfect sense.”

- azhani ibrahim

TABLE OF

CONTENTS

INTRODUCTION TYPE OF MARKET RESEARCH (MR)

MARKET RESEARCh TODAY

8 PRINCIPLES Of MARKET RESEARCH

GLOSSARY ACKNOWLEDGEMENT

ABOUT METRIX RESEARCH SDN. BHD.

01

21 23

25

35

33

07

Introduction.

1.1 what is market research (mr)?1.2 The role of mr in marketing decision making.1.3 Who uses mr?1.4 why use mr?1.5 how mr is conducted.

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1.01.0

Market Research which includes social and opinion research, is the systematic gathering and interpretation of information about individuals or organisation using statistical and analytical methods and techniques of the applied social sciences to gain insights and support decision making.

021.1 what is marketing research (mr)

It also helps identify a company’s strengths, weaknesses, threats and business opportunities so that better business decisions can be made.

031.2 role of market research

The role of Market Research in Marketing Decision Making.

Consumer behaviour and the market environment are so much more sophisticated than before, hence it is important that information is intelligently applied and research methods are updated constantly.

Truly effective market research that packs a punch involves highly complex processes, because, well, people are highly complex beings even though most are not aware of it.

Product

Place

Price

Promotion

MARKETING IN THE 80s (4Ps)

TargetMarket

Consumer

Cost

Communication

Convenience

21st CENTURY MARKETING (4Cs)

Consumer

041.3 who uses market research

MR has become a necessity rather than a luxury. Everybody needs MR, whether it’s to grow a multi-billion corporation in Paris or to set up a nasi lemak stall in Parit. In the past, MR was used by large organisations or businesses that want to gain competitive advantage by having a better understanding of their business landscape.

Nowadays, MR services are employed by all types of businesses as well as NGOs, government agencies and political parties that need to make informed decisions in their business or operation management.

051.4 why conduct market research

Have you been in a situation where you had to make a decision with nothing to go by? No facts, no parameters, no list of criteria that

you had was ‘gut feel’ and the sun

Scary isn’t it?

guarantee that your dream will come true, but it can get you there a lot faster and with less risk!

Understand Industry

of Market Trends

UnderstandCompetitors

Understand Product’s

Weakesses & Strength

Listen & Understand

Stakeholders

Benefits of Adopting MarketResearch Services.

Mitigating Risk

061.5 how market research is conductedId

enti

fy th

e Pro

blem

Rese

arch

Des

ign

Identify the root cause of the problem, with clear objectives as to what is to be achieved by research.

A blueprint or framework that

the study and how the market research project is to be administered.

Data

Col

lect

ion

Anal

ysis

& R

epor

ting

Data

Ana

lysi

sArguably the most important step of the Market Research process . Essentially data can be collected via secondary resources or primary research.

This gives meaning to the data collected. All the data in the world is not going to be of any use if it doesn’t undergo proper analysis so that accurate conclusions can be formed.

This generates insights and actionable results for the client to act

the initial set of research objectives.

1 2 3

4 5

“lego is art.i love how tiny personscan make such ahuge difference.”

- azhani ibrahim

types of market research.

2.02.0

2.1 common mr types.2.2 social media research.2.3 mystery shopping.2.4 sampling.

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082.1 common types of market research

One of the most common way of clarifying types of market research is to describe work as qualitative or quantitative research.

Qualitative research is to understand why individuals behave the way they do, and why they say, think and believe certain things. It is concerned with meaning rather

research goes beyond what people say and then to uncover the tension and contradiction between what people say, think, and do.

what is qualitativemarket research.

some methodologies used inqualitative research.

FocusGroup

Discussion

FocusGroup

Interview

In-DepthInterview

PairInterview Ethnography

More........

Qualitative Research


Focus Group discussion.Each group consists of about 8-10 respondents with one moderator. The moderator will facilitate the discussion guided by a topic guide, and he/she will involve the respondents by encouraging them to share their experiences, attitudes, interests, and feelings towards certain products or services. A typical discussion can last up to 3 hours depending on the dynamic of the discussion group.

Focus Group Interview.Similar to a focus group discussion, this technique focuses more on individual conversation between the moderator and the respondent in a group environment. Respondents will share their viewpoints only to the moderator and less among group members.

in-depth Interview.This is a short one-to-one conversation between a researcher and a respondent. This technique allows researcher to uncover deeper understanding towards brands or product from the respondent through personal and non-structured conversation. It is suitable for topics that are deemed to be sensitive or embarrassing to the respondent. It is also more suitable for Business to Business research where it is not conducive to gather a group of managers (representing their company) giving insights on certain products and their brands.


Friendship Pair Interview. (a.k.a Paired Depth of Triad)This is a type of depth interview where there are two respondents (instead of the usual one). Friendship pair interviewing is often used for research with children and young people. This is because when the respondents are familiar and comfortable with each other, they are more open and spontaneous.

Ethnography / Observation.This technique requires the researcher to engage with the society under study by being part of it as an individual. Through this technique, the researcher will be able to understand the underlying motives of the consumer when buying or selecting products through close observation and direct questioning.


some Methodologies Used in Marketing Research.

Quantitative market research is the process of measuring things in order to describe, monitor, explain or predict market phenomena.

Quantitative research can range from simple measurement, like counting canned beans, to more complex question, like the strength of association between services satisfaction and repeat purchase.

sample of people from a population is asked a set of question to measure their response.

Quantitative

Electronic

TV Ratings

Retail Audit

Omnibus

Telephones

Personal

MailCATI

Door toDoor

StreetIntercept

CentralLocation

Test

E-Panel

CAPI

Mail

MailPanel

OnlineSurvey

what is quantitativemarket research.


Computer Aided Telephone Interview. (CATI)Responses are keyed directly into a computer and the administration of the interview is

Central Test Location.A type of central location interviewing where respondents are approached (or intercepted)

Intercept.

Door to Door.


Online Survey.A technique that uses web or email via internet as a medium to complete the survey. Normally this has a fast turnaround in generating results. It is fully computer assisted, is short and takes about less than 15 minutes to complete. The advantage is that it enables the researcher to ask personal or sensitive questions and it also has graphics, video and sound.

Mail Panel.A type of consumer panel where respondents have agreed to complete a limited number of

advance, which allows a client to select a sample of respondents with whom to conduct a survey. Mail panels can be local or national in scope.

Mail.A survey where respondents are asked to complete a questionnaire (unaided) and to return it to the sender either by post or e-mail. The respondents may or may not be recruited in advance of the survey.

Computer Aided Personal Interview. (CAPI)Responses in a personal interview are keyed directly into a computer, and the administration

for invalid responses and will not accept responses outside prescribed limits, hence there is no need for subsequent editing and keying in of data.


E - Panel.A custom online panel is a group of pre-screened respondents who have expressed a willingness to participate in surveys and/or sessions. The custom online panel is also known as a customer advisory panel, proprietary panel or an online research panel. Respondents

demographics, lifestyle characteristics and media habits, which provides a basis for future survey participation.

Retail Audit.A continuous study to monitor sales data, especially for fast moving consumer good products. Participation is from selected retail outlets. The following information is usually obtained - market volume, purchases stocks, averages (stock, monthly sales, monthly supply, price) and sales movement by brands.

Omnibus.

The survey cost is shared – cost effective way of collecting data and the data run at regular


TV Ratings.A survey that involves a group of respondents (recruited via panel) that agree to have a meter device connected to their TV/Cable to measure penetration of TV programmes.

Consumer Panel.Information gathered over a period of time from groups of people on a

162.2 Social media research

introduction.Each group consists of about 8-10 respondents with one moderator. The moderator will facilitate the discussion guided by a topic guide, and he/she will involve the respondents by encouraging them to share their experiences, attitudes, interests, and feelings towards certain products or services. A typical discussion can last up to 3 hours depending on the dynamic of the discussion group.

Similar to a focus group discussion, this technique focuses more on individual conversation between the moderator and the respondent in a group environment. Respondents will share their viewpoints only to the moderator and less among group members.

This is a short one-to-one conversation between a researcher and a respondent. This technique allows researcher to uncover deeper understanding towards brands or product from the respondent through personal and non-structured conversation. It is suitable for topics that are deemed to be sensitive or embarrassing to the respondent. It is also more suitable for Business to Business research where it is not conducive to gather a group of managers (representing their company) giving insights on certain products and their brands.

When watching American Idol, how many times have you thought, “What? He can’t even sing, and he’s the winner? Are you kidding me?”

Well, welcome to a brand new world of citizen judges, writers, journalists, bloggers, commentators, raters, editors, publisers, networkers, and aggregators. These are the new

convincing than the professionals.

They are consumers who talk with each other on a large scale, using the new media tools of the Internet. People who connect, converse, and create communities to share knowledge and opinions.

And they talk about brands, products and B2B conversations too.

Yes, it’s a double-edged sword. They could lift you or drop you. Which is not a bad thing, as corporations have to be on their toes and not allow themselves to get complacent. Tough, but that’s how the world has evolved.

172.2 social media research

So what exactly is Social Media Marketing Research?

182.3 mystery shopping

What’s this?How it is applied.

Why is it important?

Mystery shopping is a covert operation that measures the quality of service or compliance to regulation, or to gather

It’s a lazy sale person’s

stores, hotels, movie theatres, restaurants, fast

192.4 sampling

What’s this?

What is the purpose?

Advantages of Sampling.

To draw conclusions about populations from samples, we must use inferential statistics, to enable us to determine a population’s characteristics by directly observing only a portion (or sample) of the population.

1. It involves a smaller amount of subjects, which reduces investment in time and money.

2. Sampling can actually be more accurate than studying an entire population, because it affords researchers a lot more control over the subjects. Large studies can bury interesting correlations amongst the ‘noise.’

3. Statistical manipulations are much easier with smaller data sets, and it is easier to avoid human error when inputting and analysing the data.

Sampling is the survey of a small part of a population to gain information about the whole. People who are selecting from a particular population are assumed to represent thepopulation, whether it’s a group of individuals, objects, or items. These respondents provide knowledge about the whole population, especially for the purposes of making predictions based on statistical inference.

202.4 sampling

Disadvantages of Sampling.

Sampling Variability.

There is room for potential bias in the selection of suitable subjects for the research. This may be because the researcher selects subjects that are more likely to give the desired results, or that the subjects tend to select themselves.

We cannot expect any given sample to be exactly representative of the population from which it was drawn. Nor do we expect two samples, independently drawn from the same population, to be exactly alike. So each time we draw a sample from the same population, we must expect to get a different answer, and we must expect each of them to be “wrong” to a certain degree.

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

0 1000 2000 3000 4000 5000 6000

Sample Size VS Standard Error

Standard ErrorThis is called sampling variability or sampling error. With larger samples, the error is reduced. This works on the principle of the probability, where the probability of getting extreme outcome decreases with the increase of number of incidences, hence increases the number of the “true” outcome.

“shopping soothesmy soul like asummer’s breeze.”

- azhani ibrahim

market research today.

market research today. 22

3.03.0

223.1 market research today

It ain’t what it was before.Moving forward.

Name one thing that the internet has not affected. Even ascetics are often seen tapping on their smart phones while walking barefoot from village to village.

Internet has changed everyone and the way we live. It has also changed how market research agencies and researchers collect and analyse data.

Today, collecting data in market research requires researchers to look into video blogs, online portals, emotional measurement, data mining, analysis of comments in online forums, social media and other private online communities.

Market researchers are expected to play a more important role in client business decisions, providing key actionable insights – rather than just data. Understanding the role of emotions and mindset of consumer will become more critical in decision processes as well as in planning on consumer behaviour.

Moving forward, there will still be strong demand for market research services but the importance lies with providing insights and giving meanings to data so that clients can act on them.

The changes and improvements in technology enhancements has also provided greater opportunities for market research today to encourage creativity and innovation in designing more effective research for clients.

“the day i quitwill be the dayi die.”

- azhani ibrahim

8 principles ofmarket research.

8 principles of market research 24

4.04.0

244.1 8 principles of market research

Behave ethically and not do anything which might damage the reputation of Market Research.

Take special care when carrying out research among children and other vulnerable groups of population.

Respondent’s cooperation is voluntary and must be based on adequate and not misleadinginformation about the general purpose and nature of the project when their agreementto participate is obtained and all such statements must be honoured.

The rights of respondents as private individuals will be respected by market research and they will not be harmed or disadvantaged as the result of cooperating in a market research.

Never allow personal data collected in a market research project to be used for any purpose other than market research.

Ensure that projects and activities are designed, carried out, reported and documented accurately, transparently, objectively and to appropriate quality.

Conform to the accepted principles of fair competition.

Conform to all relevant national and international laws.Lawful

Ethical

Sensitive andConsiderate

Truthful

Respectful

Honest

Transparent, Objective and Quality

Fair Competition

“i just love wordsthey’re just as powerfulas they’re beautiful.”

- azhani ibrahim

glossary.

glossary of terms. 26

5.05.0

265.1 glossary of terms

attitude research (a.k.a attitude survey)A research study to obtain information on how people feel about certain products, ideas or companies.

AwarenessA measure of respondents’ knowledge of an object or an idea. There are two main measures of awareness: spontaneous (or unaided) and prompted (or aided) awareness.

blind testingThe testing of products with potential consumers where brand names, packaging and other identifying items have been removed.

capi (computer-aided personal interviewing)Responses in a personal interview are keyed directly into a computer and the administration of the interview is

accept responses outside prescribed limits, hence subsequent editing and keying in of data is avoided.

cati (computer-aided telephone interviewing)

designed programme. The programme checks for invalid responses and will not accept responses outside prescribed limits, hence subsequent editing and keying in of data is avoided.

censusThe collection of data from all available units in a population of interest.

central location interviewing


central location interviewing

consumer panel (a.k.a panel)

consumer survey

convenience sampling

demographic information

door-to-door interview

electronic interview


esomarESOMAR is the world association of research professionals. Founded in 1948 as the European Society for

focus group discussion (fgd)

home audit (pantry check)

home use test (a.k.a extended use test or product placement test)

incentive (a.k.a co-operation fee or respondent fee)

research study.


industrial surveyA marketing research study that focuses on products and services utilised by businesses and manufacturing

in-home interview

in-street interview

moderator

mystery shoppingA type of observation study where someone is sent into a business location to act in the role of a customer to

in-depth interview (idi)

observation study


omnibus studyA periodic study that asks questions on a number of unrelated subjects. The results may be completely or partially syndicated among clients.

online discussion (a.k.a virtual group)A discussion group where a number of pre-recruited research participants are in simultaneous electronic contact (via a PC) and they are discussing a particular subject. The discussion is guided by a moderator and the participants are unable to see each other, therefore no visual signals can be communicated although anonymity can be assured.

one-way mirrorA sheet of glass which, when viewed from one side, appears to be a normal mirror and when viewed from the other side, is transparent. It is used in marketing research to observe respondents without their being constantly reminded that they are being watched, although they have to be advised by the researcher that they are being observed. A one-way mirror is often used in focus group discussions.

open-ended questions (a.k.a unstructured questions)Questions that do not have a set of anticipated responses listed on the questionnaires. The interviewer records the respondent's verbatim response. When the survey is interviewer-administered, the respondent is encour-aged to respond completely and freely with the use of probing and clarifying techniques. These questions may also be self-administered.

psychographics


qualitative researchInvolves the use of unstructured exploratory techniques (such as group discussions and in-depth interviews) that are based on statically small samples in order to understand a problem further.

quantitative researchInvolves the collection of (statically) large samples of quantitative data using a questionnaire allowing for some

research.

random digit dialing (rdd)Random selecting telephone numbers to overcome bias of unpublished and recent telephone numbers.

respondentIs the person who is interviewed by a researcher.

sample sizeIs the number of sample units to be included in the sample.

retail auditGathering information on a brand’s sales volume, sales trends, stock levels, effectiveness of in-store display and promotion efforts and other associated aspects based on data compiled from retail outlets on applying marketing.


socio-economic groups (a.k.a social grades or social class)A method of dividing a population of interest into groups usually based on income and occupation of the head of household, although other variables can also be used. The ESOMAR social grades (A, B, C1, C2, D, E1, E2 & E3) are based on the terminal education age and occupation of the main income earner.

topic guideIs an outline of the subjects to be discussed during group discussions and/or in-depth interviews.

usage & attitude surveys (u&a)Research projects that aim to describe users (and non-users) of a product, together with their attitudes towardsthe product.

social media researchIn applying market research methodology to analyse collected social media data from social media platform.

“accomplishmentis gold.”

- azhani ibrahim

acknowledgement.

acknowledgement. 34

6.06.0

346.1 acknowledgement

Acknowledgement.

1. Marketing Research Society Malaysia, MRSM

2. About.com. 2011. Market Research.

3. http://marketresearch.about.com/od/market. research.com.social.media/g/ Social-MediaResearch .html(accessed August 17, 2011)

4. Business Dictionary.com. http://www.businessdictionary.com/

(accessed August 17, 2011)

5. Esomar. 2011. http://www.esomar.org/index.php/ glossary-a.html (accessed August 17, 2011)

6. Naresh K. Malhotra. 2010. Marketing Research: An Applied Orientation. Sixth Edition. Prentice Hall

7. Esomar Glossary

8. About.com

9. dissertationhelponline.blogspot.com

10. quantitativeresearchmethods.org

11. http://www.focusgrouptips.com/ social-media-marketing.html

12. masternewmedia.org

13. mysteryshopperuk.org

14. socialresearchmethods.net

15. saiasiagroup.net

16. Answers to Contemporary Market Research question - ESOMAR

17. Market Research Handbook - Fifth Edition - ESOMAR

“ideas are whatmake the worldmoves.”

- azhani ibrahim

about metrix researchsdn bhd.

about metrix research sdn bhd. 36

7.07.0

367.1 about metrix research

Promoting research for better business decision.

You could always gather a bunch of colleagues, friends, family, uncles, aunties, the neighbour’s family, the postman’s grandmother, and conduct your own research, couldn’t you?

That’s what some companies do to savecost. But to be perfectly honest with you, at the end of the day, not having research done by professionals could cost you more. We are dealing with that 96% of the brain that its owner has very little or no awareness of!

Besides that, every step of the process has potential problems and need to be managed and monitored well.

Accurate research results lead to better busi-ness decisions that lead to more business, more job satisfaction for employees, and

shareholders. Accurate research can create a ‘happy circle’ as opposed to a vicious one.

A truly effective research process is complex because we are dealing with humans with complex emotions and their own sense of logic.

What’s thebig deal aboutmetrix research?

We help you make informed decisions based on quality findings and actionable insights, through a process that leads to ‘winnable’ solution.

All of which will enable you to act and achieve success.

377.1 about metrix research

A Malaysian homegrown company.

Metrix Research was established with us having a dream to build something with passion and drive that will make a difference to businesses. From our humble beginning in 2004 when we started as a subsidiary of METRIX Associates Consultancy Sdn. Bhd. to the present, our goal has always been to provide better

research is to be approached.

We believe that a research agency should never function like a factory with robots that monotonously churn out mindless data. Instead we believe, as a research specialist, it is our mission to see beyond data and unearth great insights.

These insights should then act as a springboard to ideas and opportunities that will become actionable plans.

Rozina Mat Rawi (Managing Director)

At METRIX Research, we don’t let research remain at the grey data stage. Instead, we take it further by transforming it into colourful solutions.

In short, we make research come alive.

Metrix has been a member of ESOMAR since 2003 and is a founding member

of the Marketing Research Society of Malaysia (MRSM).

our picture

Metrix Research Sdn Bhd, 11th Floor, Menara Dato’ OnnPutra World Trade Centre 45 Jalan Tun Ismail50480 Kuala Lumpur

T: (603) 2782 7722 F: (603) 2771 0021E: [email protected]: www.metrix.com.my

Making Research Come Alive

revised ebook (change 1) complete layout - cover 2.compressed

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