Marketing Research

Why Research? Useful in all aspects of marketing Strategic Planning Product development Target market selection Positioning Competition Advertising/Promotion Measurement

Domino’s Fast Cheap Pizza Enter Papa John’s Domino’s Research finds No research on quality of product; relied on speed Enter Papa John’s “Better ingredients, better pizza” Fast pizza available everywhere Domino’s Research finds Tasteless crust, boring sauce, low quality toppings Result: Domino’s revamped its product and turned the research into a campaign Also helped to add products

Two types of Research Secondary Research Data previously collected for other purposes Cheaper than Primary Research May not be appropriate Internal or external Free or paid Sources: Internet or Marketing research Aggregators Nielsen eMarketer Forrester Simmons Social Media

Two Types of Research Primary Research Data collected to address specific needs Takes more time Costly

Research Steps Identify the problem/opportunity Define the objectives of the research Plan the research design What type of research instrument will you use? Gather secondary data too Data collection Analyze the data Look for insights too Prepare and present the Report

2. Plan the Research Design Research Methods Survey In home Mall Intercept Telephone Mail Scanner/Panel Experiments Focus Groups Interviews Observation Conclusive or Quantitative Research Exploratory or Qualitative Research

2. Plan the Research Design Questions Open-ended? Closed-Ended Scaled questions? Make sure questions are not… Leading Double barreled Too Sensitive One sided

Once you have data Analyze based on your research question Statistical software Crunch numbers Look for what the data tells you Prepare and present report Take action!