Copyright  2005 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley Ch 1-1 Chapter 1 Introduction to Marketing Research

Copyright  2005 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley Ch 1-2 Summary slide Definition of market research History of market research Major features of market research Common reasons for research Why projects are started Key elements of a project Research brief Research proposal Research report Skills required in market research

Copyright  2005 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley Ch 1-3 Definition of market research The means used by those who provide goods and services to keep themselves in touch with the needs and wants of those who buy and use goods and services Market Research Society of Australia (MRSA) Text Ch 1, p. 7

Copyright  2005 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley Ch 1-4 History of market research Social reformers in Britain in 1842 researching matters such as poverty, working conditions, health, crime and prison conditions Australian companies established: – J. Walter Thompson, 1930s – Ashby Research, 1936 (later Bill McNair) – Roy Morgan, early 1940s – McNair Survey, 1944 – Anderson, 1944 Text Ch 1, pp. 17, 21

Copyright  2005 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley Ch 1-5 What is market research? Market research The study of people’s behaviour, opinions, attitudes, needs etc. by seeking out existing data or through specially planned research projects Marketing research Market research that is carried out to help in the planning or evaluation of marketing activity Text Ch 1, p. 3

Copyright  2005 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley Ch 1-6 Major features of market research Market research is about guidance and clues, not answers or solutions Interpretation and judgment are key factors Market research provides an information link Market research is done for a specific purpose It is an aid for making decisions It is not infallible It is not error-free Text Ch 1, p. 8

Copyright  2005 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley Ch 1-7 Common reasons for research Reasons: Get new ideas Help make decisions Plan an activity To assess an activity Set new goals Examples: → Designing a new product → Choosing a brand name → Obtain data about a market → Find out how market shares have changed → To set sales targets Market research is an applied activity carried out for practical and specific reasons, for example: Text Ch 1, p. 10

Copyright  2005 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley Ch 1-8 Why is research important? How will people vote? Why do they donate to charities? What they are studying? What are their children studying? What do they think of a service they recently received (e.g. a hospital or doctor)? Text Ch 1, p. 4 The key element is understanding the attitudes, opinions, behaviours, interests and needs of people

Copyright  2005 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley Ch 1-9 The research project starts here How a project comes about Researcher Discuss and brief researcher Prepare proposal Agree on proposal Revise proposal if necessary Conduct research Analyse research Report research Client Respondents Text Ch 1, p. 11

Copyright  2005 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley Ch 1-10 Why projects are started Research projects are started because a client needs information, for example: to help design a new product to know how a product or service is perceived by potential customers to help plan a communications item or program to help understand the needs and attitudes of employees or suppliers to help understand people’s attitudes to election issues Text Ch 1, p. 11

Copyright  2005 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley Ch 1-11 Key elements of a project The research brief The research proposal The research report Text Ch 1, p. 11

Copyright  2005 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley Ch 1-12 Research brief The client gives the researcher a brief which may be any or all of the following: a description of the information required by the client a statement describing the decisions the client has to make a set of clearly defined objectives Text Ch 1, p. 11

Copyright  2005 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley Ch 1-13 Research proposal The researcher prepares a proposal which: sets out how the project is to be conducted who and what will be researched what information will be gathered how the information may be analysed Text Ch 1, p. 11

Copyright  2005 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley Ch 1-14 Research report The researcher presents the client with a report which: states what information was gathered how the information was gathered the analysis of that information the conclusions drawn by the researcher Text Ch 15, p. 520

Copyright  2005 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley Ch 1-15 Why conduct market research? Large number of buyer groups Closeness of buyer and seller: – e.g. Boeing, Airbus to airlines – customer satisfaction surveys, organisational research Need to understand buyer’s motives Need to test a new product: – e.g. food, movies, TV programs Text Ch 1, p. 14

Copyright  2005 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley Ch 1-16 Growth in market research Increase in size of business organisations Specialisation of firms and business units Separation between buyer and seller: – e.g. Coca Cola and customers Growth in branding and advertising Text Ch 1, p. 14

Copyright  2005 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley Ch 1-17 Major topics of marketing research Brand awareness Brand usage Brand loyalty Purchasing behaviour Attitudes to specific brands Brand differences Exposure to advertising media Advertising recall Text Ch 1, p. 17

Copyright  2005 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley Ch 1-18 Examples of research Opinion polls Taste testing Lifestyle surveys: – e.g. holidays, travel, type of car driven, restaurants Popularity: – e.g. Big Brother, politicians, TV programs Preferences: – e.g. TV programs, movie endings Text Ch 1, p. 7

Copyright  2005 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Marketing Research 2e by John Boyce Slides prepared by Mark Riley Ch 1-19 Skills required in market research Psychology Economics Business Marketing Management IT engineering Computer programming Clerical People skills Literacy Fluency in other languages Text Ch 1, p. 28