seafood marketing research design
DESCRIPTION
Lecture presented on the advanced course: ‘RESEARCH APPLICATIONS IN SEAFOOD MARKETING’, organized by IAMZ – CIHEAM, The Mediterranan Agronomic Institutue of Zaragoza (Spain), 10-14 December 2012TRANSCRIPT
Marketing Research Design
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
Philippos Papageorgiou
Fisheries & Aquaculture Consultant
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
Why use Marketing Research ?
Marketing Research Design
Philippos Papageorgiou
I. Purpose, aims and objectives
II. The research planning process
III. Budgeting for research
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
Marketing Research Design
Philippos Papageorgiou
Lecture Structure
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
MARKETING
Marketing Audit
(Analysis of current status and identification of opportunities)
Market Analysis
Market Segmentation
Marketing Strategy
Marketing Research
(Collection & Analysis of Market intelligence)
Qualitative information
Quantitative information
Marketing Mix
(Customer Persuation)
Product
Place
Promotion
Price
Marketing Oriented Organisation
What is Marketing ?
Marketing Research Design
Philippos Papageorgiou
… the function that links the consumer, customer, and public to the marketer through information which is used to identify and define marketing opportunities and problems.
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
What is Marketing Research ?
Marketing Research Design
Philippos Papageorgiou
It requires SYSTEMATIC 1) collecting data 2) analysis data
to aid in the marketing decision process
Market Research Marketing Research
The collections and
analysis of intelligence
about a market’s size and
trends
A more systematic collection
and analysis of intelligence on
a wider range of activites, for
the better intoduction of
products and services to the
the customer
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
Market VS Marketing Research ?
Marketing Research Design
Philippos Papageorgiou
Why use Marketing Research ?
• locate, predict & respond to existing & potential customer needs & wants
Identify market opportunities
• Identify strengths & weaknesses, predict & react to competitor’s actions
Understand the competition
• Identify market dynamics through a more focused market segmentation process
Analyze market trends
• Asses business decisions taken & effectiveness of promotional tools used
Benchmark effectiveness
• Attract, maintain, and enhance relationships with key people ( ie: Relationship marketing)
Leverage stakeholder relationships
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
Marketing Research Design
Philippos Papageorgiou
Why use Marketing Research ?
• Assist the Organisation achieve its objectives
Ultimate
Goal
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
Marketing Research Design
Philippos Papageorgiou
1) Private Enterprise seafood producer and/or trader
Reduce Risk- exploit opportunities Focus efforts -Satisfy customers
Maximise Returns
2) Non Profit Organisation Producer’s Association,
Sustainability NGO, Academic / research institutions
Focus efforts Maximise Public Awareness –
lobbying power Improve status /ranking –
attract researchers and funds
3) Governmental Organisation Ministry / General Secretariat /
Advisory Committee / Export Council etc
Focus efforts Balance trade deficits, improve
health of population, create and sustain jobs etc
Types of Organisation’s Objectives
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
Marketing Research Design
Philippos Papageorgiou
Production
Market
Consumption
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
The Industry
Marketing Research Design
Philippos Papageorgiou
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
Market Competition
Within national markets of seafood products, as imported VS nationally produced goods
Within the seafood market, as farmed VS captured
(fresh/chilled (whole) VS processed, value-added etc)
Within the global food market, as ‘seafood’ supply VS ‘other food protein’ supply
VS
alternative food offerings
The Competition
Marketing Research Design
Philippos Papageorgiou
It’s important not to confuse ‘customers’ with ‘consumers’. They are both important but with
distinctly different:
Needs
Wants
Perceptions
Roles
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
The Customers
Marketing Research Design
Philippos Papageorgiou
– Consumer
– Household purchaser
– Wholesalers – Retailers
– HoReCa industry
– Processing industry
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
The Customers
Marketing Research Design
Philippos Papageorgiou
Decision Making
Ad hoc basis, intuitive,
subjective
Process based, Systematic ,
Objective
INFORMATION
Why use Marketing Research ?
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
Educated
Marketing Research Design
Philippos Papageorgiou
Decision Making
PROBLEM
Why use Marketing Research ?
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
Marketing Research Design
Philippos Papageorgiou
OPPORTUNITY
t-1 to t+1
INFORMATION
1. Ability and willingness to act on the Information
2. Accuracy of Information
3. Level of uncertainty that exists without the Information
4. Variation in the possible results
5. Level of risk aversion
6. Competitors ability to react on decisions taken based on
Information
7. Cost (Time & Money)
The value of ‘’Information’’
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
Marketing Research Design
Philippos Papageorgiou
Internal
Facts
Internal
Opinions
External
Facts
External
Opinions
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
Marketing Research Design
Philippos Papageorgiou
Building blocks of business / market info
Internal Intelligence ( easily accessible / collectible)
Accurate – unbiased -
Complete
Inaccurate – biased -
incomplete
Decide course of action
External Intelligence
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
Marketing Research Design
Philippos Papageorgiou
Building blocks of business / market info
5 Key factors to consider prior to initiate the Marketing Research process?
1. Relevance
2. Type and Nature of Information sought
3. Timing
4. Availability of resources
5. Cost – Benefit Analysis
Why use Marketing Research ?
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
Marketing Research Design
Philippos Papageorgiou
I. Purpose, aims and objectives
II. The research planning process
III. Budgeting for research
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
Marketing Research Design
Philippos Papageorgiou
Lecture Structure
The 3 parties of Marketing Research
Marketing Research process
The Client
(interested
party)
The Respondent
The Supplier
(designer – executioner)
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
Marketing Research Design
Philippos Papageorgiou
The 8 Steps of the Marketing Research Process
I • Define the problem
II • Identify sources of intelligence and types of info
III • Develop the optimum research approach & methodology
IV • Design the Questionnaire
V
• Determine sample plan and sample size
VI • Conduct the research and collect the data
VII • Analyze and interpret data
VIII • Draw conclusions / make recommendations
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
Marketing Research Design
Philippos Papageorgiou
I • Define the problem
Clarify the Objective / Purpose : ie, translate the decision problem into a marketing research problem
Collect and analyse background inform
Outline possible scenarios of rersearch results
Refine the research problem
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
The 8 Steps of the Marketing Research Process
Marketing Research Design
Philippos Papageorgiou
Internal Primary Data
Internal Secondary
Data
External Primary Data
External Secondary
Data
Marketing Research
intelligence
II • Identify sources of intelligence and types of info
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
The 8 Steps of the Marketing Research Process
Marketing Research Design
Philippos Papageorgiou
Organisation’s focus groups / questionnaires etc Customer reviews / complaints/suggestions
Customer records (sales /period)
Sales/price relationships Sales of pr. A vs pr. B
Field research
Demographics
/ socioeconomics, Published Surveys & Reports
Industry news Other
Marketing Research
intelligence
II • Identify sources of intelligence and types of info
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
The 8 Steps of the Marketing Research Process
Marketing Research Design
Philippos Papageorgiou
II • Identify sources of intelligence and types of info
Primary data
• Problem focused
• Unbiased
• Up-to-date
• Proprietary
• Costly
• Non readily available
Secondary data
• Readily available / accessible
• Free of charge or Relativelly Inexpenisve
• General Info
• Public
• Biased
• Non up-to-date
• Non compatible/ comparable
• Non problem/issue specific
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
The 8 Steps of the Marketing Research Process
Marketing Research Design
Philippos Papageorgiou
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
Secondary Data sources in the seafood industry
Marketing Research Design
Philippos Papageorgiou
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
Secondary Data sources in the seafood industry
Marketing Research Design
Philippos Papageorgiou
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
Secondary Data sources in the seafood industry
Marketing Research Design
Philippos Papageorgiou
III • Develop the optimum research approach &
methodology
3 types of marketing research:
Exploratory
Descriptive
Causal
Formulates the problem more precisely Clarifies concepts Gathers explanations Eliminates imparctical ideas Forms hypotheses
• More flexible • Qualitative info, why • Small sample size
Describes the users of a product Determines the volume of the users Forecasts demand trends (LONGITUDINAL VS CROSS SECTONAL)
• More rigid • Clearly defined who,
what, where, when, how.
• Quantitative info • Larger sample size
Explores cause-effect relationships between variables Test hypotheses
• Quite complex • Field research
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
The 8 Steps of the Marketing Research Process
Marketing Research Design
Philippos Papageorgiou
Quantitative data Qualitative data
IV • Design the Questionnaire
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
The 8 Steps of the Marketing Research Process
Marketing Research Design
Philippos Papageorgiou
• Test hypotheses
• confirm findings of qualitative
results at representative samples
(already marketed products- in large markets - B2C)
• explore potential customers’ unmet
needs,
• understand motivations behind
purchase or usage behavior,
• formulate hypothesis about product
features and benefits
(initial phases of product development -in small markets -
B2B)
Quantitative data Qualitative data
Closed-end questions Number
How many..? How often …? How much…?
YES/NO Do you …? Would you..?
Ranking How do you rate (1-5) ?
Open-end questions Descriptive
Why do you prefer…? Which ingredients would you prefer ….?
IV • Design the Questionnaire
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
The 8 Steps of the Marketing Research Process
Marketing Research Design
Philippos Papageorgiou
Quantitative data Qualitative data
Closed-end questions Number
How many..? How often …? How much…?
YES/NO Do you …? Would you..?
Ranking How do you rate (1-5) ?
Open-end questions Descriptive
Why do you prefer…? Which ingredients would you prefer ….?
Easier to analyse,
Identify patterns,
forecast trends
BUT
Not in-depth
explanations
Harder to
analyse
BUT
richer
information
IV • Design the Questionnaire
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
The 8 Steps of the Marketing Research Process
Marketing Research Design
Philippos Papageorgiou
Quantitative & Qualitative
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
Seafood: from sea to plate
Marketing Research Design
Philippos Papageorgiou
Questionnaire format
IV • Design the Questionnaire
1- Objective / Purpose defined
2- Data required defined
Type of data
Type of research question
Research Tool
Most Common Telephone interviews
Written questionnaires (often online)
Face to face interviews
Other Product testing
Consumer panels Focus groups
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
The 8 Steps of the Marketing Research Process
Marketing Research Design
Philippos Papageorgiou
Quantitative data Qualitative data
Surveys
Personal interview (intercepts)
Mail In-house,
self-administered
Telephone, fax, e-mail, Web
Focus groups
IV • Design the Questionnaire
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
The 8 Steps of the Marketing Research Process
Marketing Research Design
Philippos Papageorgiou
Experimental
e.g. test marketing
Observational
Human & Mechanical
Individual depth interviews
Human observation
IV • Design the Questionnaire
Key aspects
Wording
Easy to understand
Direct and unambiguous
(Who, What, When, Where, Why, How)
Sequence
Simple / non-threatening more complex / personal
Format
Readable fonds
No flip-over questions
Pre-test & refine
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
The 8 Steps of the Marketing Research Process
Marketing Research Design
Philippos Papageorgiou
V • Determine sample plan and sample size
Goal: High reliability at low cost
1. Filter total population
2. Focus on segments (and subsegments) of interest
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
The 8 Steps of the Marketing Research Process
Marketing Research Design
Philippos Papageorgiou
V • Determine sample plan and sample size
4. Decide on sampling mechanisms
Probability Sampling Simple random Sampling Cluster Sampling Stratified Sampling, Systematic Sampling Other
Non-Probability Sampling Judgmental Sampling Snowball Sampling Quota Sampling
Research Tools
Telephone interviews
Online questionnaires
Focus groups
Other…
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
The 8 Steps of the Marketing Research Process
Marketing Research Design
Philippos Papageorgiou
3. Create sampling frame (population list of target segment)
V • Determine sample plan and sample size
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
The 8 Steps of the Marketing Research Process
Marketing Research Design
Philippos Papageorgiou
5. Decide on sample size
VI • Conduct the research and collect the data
AIM: Reduce error levels
Sampling errors
Non-Sampling errors
Respondent Non respond Intentional (lie) Unintentional (poor understanding, fatigue, distraction etc)
Interviewer/Researcher
Intentional (Bias through leading the answer)
Unintentional (poor understanding, fatigue, distraction etc)
Quality Control Techniques RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
The 8 Steps of the Marketing Research Process
Marketing Research Design
Philippos Papageorgiou
VII • Analyze and interpret data
Data analysis cannot rescue
a badly designed or badly executed
marketing research
Data analysis can ruin
a well designed and well executed
marketing research
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
The 8 Steps of the Marketing Research Process
Marketing Research Design
Philippos Papageorgiou
VII • Analyze and interpret data
• Edit
• Correct
• Ommit
Prepare
• Database • From raw data to
analysis-friendly format
Transform • Univariate
• Multivariate • Dependence
• Interdependence
Analyse
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
The 8 Steps of the Marketing Research Process
Marketing Research Design
Philippos Papageorgiou
VIII • Draw conclusions / make recommendations
Presentation
State the research objective
Describe the methodology
(Why and How)
Present results
Explain limitations
Present conclusions &
recommendations
Simple
Logic structure
Specific
Visually friendly
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
The 8 Steps of the Marketing Research Process
Marketing Research Design
Philippos Papageorgiou
VIII • Draw conclusions / make recommendations
Preliminary results
Preliminary Conclusions
Client / Supplier cooperation
Final results
Final Conclusions
Recommendations
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
The 8 Steps of the Marketing Research Process
Marketing Research Design
Philippos Papageorgiou
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
The Real World
Marketing Research Design
Philippos Papageorgiou
Consumers = not homogenous
Consumer groups: - geographical location (culture, traditions etc)
- age - gender - family size -education - income - other
Differentiating factors: - local favorite species
- geographical origin of imports consumption per capita market share per retail channel away-from-home consumption
Target market wider food market
Segmenting the Market
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
Marketing Research Design
Philippos Papageorgiou
Product = set of characteristics (actual & perceived)
Each characteristic =>
one /more consumer groups
The modification of a product is often easier than the modification of the consumer needs and requirements
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
Segmenting the Market
Marketing Research Design
Philippos Papageorgiou
• Product Modification
– Targeting of new markets and customer segments by New product development : • Frozen • Filleted • Gutted • Pre-cooked • Pre-packed • Labeled (Quality certification) • Branded
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
Addressing needs
Marketing Research Design
Philippos Papageorgiou
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
The case of salmon
Marketing Research Design
Philippos Papageorgiou
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
The case of salmon
Emphasis =>
a) Market understanding and meeting of needs
b) Marketing
• Market segmentation (studies-research)
• Identification of customer needs
• Resource allocation on R&D
• Use & exploitation of contemporary marketing tools and channels
Marketing Research Design
Philippos Papageorgiou
1980’s
1990’s
2000’s
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
The case of seabass & seabream
Marketing Research Design
Philippos Papageorgiou
0
2
4
6
8
10
12
14
16
18
0
50000
100000
150000
200000
250000
300000
Eu
ro's
/kg
metr
ic t
on
s
Production bass price bream price
AVG Cost 3,3 - 4 €/kg .
Production & Prices
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
The case of seabass & seabream
Marketing Research Design
Philippos Papageorgiou
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
Emphasis => Production
•Production volume increases
•Cost reduction (economies of scale)
The case of seabass & seabream
Marketing Research Design
Philippos Papageorgiou
Efforts for product differentiation
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
The case of seabass & seabream
Marketing Research Design
Philippos Papageorgiou
Decision Problem (marketing)
Marketing Research
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
Why use Marketing Research ?
Solution
Marketing Research Design
Philippos Papageorgiou
Budgeting Marketing Research
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
Marketing Research Design
Philippos Papageorgiou
Why is it hard to convince top management?
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
Budgeting Marketing Research
Unclear research objectives.
Misalignment of research objectives and business goals.
Lack of a system to track how investments in market/ing research correlate with business results.
Management’s little exposure to market/ing research and lack of experience with how to use it.
Poor execution of business and marketing strategies, despite accurate insights.
Changes in the market driven by competitors’ actions that invalidate research results
Marketing Research Design
Philippos Papageorgiou
What is the value of research?
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
Budgeting Marketing Research
New
Product A
Marketing Research Design
Philippos Papageorgiou
0 €
3 mil €
1.5 mil €
= 0 € INFORMATION
What is the value of research?
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
Budgeting Marketing Research
New
Product B
Marketing Research Design
Philippos Papageorgiou
0 €
3 mil €
INFORMATION < 400.000 €
-1 mil €
40% x 1 mil € = 400.000 €
Budgeting Marketing Research
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
COST
Sample
Size
Research
Tool
Methodology Quant vs Qual
Marketing Research Design
Philippos Papageorgiou
Sample size
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
Budgeting Marketing Research
8 major groups 100
1/2 Urban / suburban
1/4 super market / traditional fishmonger
1/8 regular / non regular seafood byuers
Marketing Research Design
Philippos Papageorgiou
Available Research Budget 10.000 €
Research Design - 3.000 €
Data Editing – Stat.Analysis-Reporting - 3.000 €
Collection (fieldwork) = 4.000 € Collection costs /response =5 €
Sample size = 800
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
Budgeting Marketing Research
Marketing Research Design
Philippos Papageorgiou
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
Help Client to best budget research
A) Ask Client to narrow down the scope of the research by answering:
What business problem triggered the need for the research?
How will the research impact the overall business strategies for customer acquisition and retention? What is the priority?
What decisions will be made based on the research?
What hypotheses, if any, need to be tested?
What type of information is expected to be gathered through the research?
What recommendations for action are expected?
B) Discuss with Client how certain methodological issues (sample source, sample
size, method of analysis) will determine the cost and impact the outcome
C) Involve Client in the research design (surveys, focus groups/IDI discussion guide,
secondary data source)
Marketing Research Design
Philippos Papageorgiou
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
Budgeting Marketing Research
A) Control for research scope
From ‘nice-to-know’ to ‘need –to-know’
A well designed and executed research does not have to be expensive
B) Reduce sample size
Do not cross the point where the gains in estimate accuracy don’t justify the increased cost.
C) Use customer database
Use existing customer feedback –customer records
D) Use online data collection tools
+ inexpensive, large potential sample
– Not representative of total population
E) Hire small Research Agencies
Experience with low overhead costs
Marketing Research Design
Philippos Papageorgiou
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
Budgeting Marketing Research
F) Pool reasearch
Use Omnibus surveys (omnistudies)
A well designed and executed research does not have to be expensive
A quantitative marketing research method where data on a wide variety of subjects is collected during the same interview. Multiple research clients will provide proprietary content for the survey (paying to 'get on the omnibus'), while sharing the common demographic data collected from each respondent.
++ cost savings (sampling and screening costs shared among clients)
++ timeliness (large samples – periodic data collection) .
Marketing Research Design
Philippos Papageorgiou
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
A) Seek for supplier’s assistance to narrow down the scope of the research
by answering:
What issue triggered the need for the research?
How will the research impact the overall organisation’s strategy ?
What is the organisation’s priority?
What type of information is expected to be gathered through the research?
What recommendations for action are expected?
B) Discuss with supplier’s how certain methodological issues (sample source,
sample size, method of analysis) will determine the cost and impact the outcome
C) Clearly define research milestones and deliverables (Lay out of the final report, information to be presented, etc )
The case for Public Organisations / NGO’s etc
Marketing Research Design
Philippos Papageorgiou
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
The case for Public Organisations / NGO’s etc
Marketing Research Design
Philippos Papageorgiou
No marketing department – no market/ing expertise
PR department – expertise
Rigid and time consuming procurement procedures
Inflexible budget
Standardised Procurement Procedures
Terms of Reference
Tender
Offers
Contracting
Monitoring/ Steering
Research Agency
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
Why use Marketing Research ?
Marketing Research Design
Philippos Papageorgiou
The cost of ignorance is often higher than the cost
of market/ing research
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
Why use Marketing Research ?
Marketing Research Design
Philippos Papageorgiou
Marketing Research Design
RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012
Philippos Papageorgiou
Fisheries & Aquaculture Consultant