Market Research: Course 1 Market Research, What for ? Marketing Research major applications Marketing main methods Market Research management © Jacques Nantel et HEC Montréal Hiver 2005

Marketing Research major applications Benchmarking (static et dynamic) Market shares SWAT analyses Market potential Attitudes Perceptions Preferences Intentions Market test and experimentations © Jacques Nantel et HEC Montréal Hiver 2005

Inside the Marketing Information System Marketing Mangement Process Analysis Planning Implementing Control Need for information evaluation Marketing Research Marketing Decision Support System Internal Report System Marketing Intelligence Information dissemination E N V I R O M T

The most delicate phase: Problem definition Stating the objectives Decision Rules (Statistical and managerial) Methodologies Diffusing the process and the results © Jacques Nantel et HEC Montréal Hiver 2005

Milestones in defining the problem

Milestones in defining the problem The first two blocks of the scheme are a kind of “tell me about you and the world you live in” approach. Here’s the moment to find out: what is about the business the manager is running: mission, identity, history, important moments.. the market: dimensions, client’s typology, consumer behaviour, product’s positioning.. the marketing mix; the competitors: strengths, weaknesses.. other important public categories; the environment: opportunities, threats.. the plan in course, the dead-lines, the resources involved.. The result is an image of the scene and of the place the main actors occupy in it.

Milestones in defining the problem The third block states that there is “trouble in paradise”, or at least some concern. It’s a “tell me what’s wrong” approach. Here we find out about symptoms. Symptom means change in the level of some key monitor that measures the achievement of an objective. Symptom may be also a perceived change in the behaviour of some market factor that suggests adverse consequences or, perhaps, implies an emerging opportunity. Problem gap Opportunity gap

The language we use.. Primary data refers to information that is developed or gathered by the researcher specifically for the research project at hand. Secondary data has previously been gathered by someone other than the Researcher and/or for some other purpose than the research project at hand. Internal data refers to data that has been collected within the firm. External data is obtained from outside the firm.

The sources we have PRIMARY SECONDARY INTERNAL Employees. internal database different types of documents and reports. EXTERNAL Market; External public categories; Competitors. Published materials; Syndicated materials; External database

Analysis BASIC DIFFERENCES OF.. Primary Data Secondary Data Collection purpose For the problem at hand For other problems Collection process Very involved Rapid and easy Collection cost High Relatively low Collection time Long Short For being obtained rapid and easy, for involving low costs, for the simple reason that exists, secondary data are analysed and secondary data sources industry is growing.

Three major forms of research Exploratory Descriptive Causal © Jacques Nantel et HEC Montréal Hiver 2005

Secondary data Data mining Periodical indexes Internal Statistic Canada Household expenses Census PMB Compusearch/Genération 5 CRIQ Dunn and Bradstreet Periodical indexes Eureka (Cedrom-sni) CBCA Proquest © Jacques Nantel et HEC Montréal Hiver 2005