1. Marketing Research

2. Overview Introduction to marketing research Research design
Data collection
Data analysis
Reporting results

3. Redefining Marketing Research
The American Marketing Association (AMA) redefined Marketing Research as:
The function which links the consumer, the
customer, and public to the marketer
through INFORMATION

4. Nature of marketing research (MR)
Systematic and objective process of planning, gathering, analysing and reporting data
Used to solve specific problem or opportunity

5. Redefining Marketing Research
Used to identify and define market opportunities and problems
Information
Generate, refine, and evaluate marketing performance
Monitor marketing performance
Improve understanding of marketing as a process

6. Definition of Marketing Research
Marketing research is the systematic and objective
identification
collection
analysis
dissemination
and use of information
for the purpose of improving decision making related to the
identification and
solution of problems and opportunities in marketing.

7. Market Research
Specifies the information necessary to address these issues
Manages and implements the data collection process
Analyzes the results
Communicates the findings and their implications

8. Classification of Marketing Research
Problem Identification Research
Research undertaken to help identify problems which are not necessarily apparent on the surface and yet exist or are likely to arise in the future. Examples: market potential, market share, image, market characteristics, sales analysis, forecasting, and trends research.
Problem Solving Research
Research undertaken to help solve specific marketing problems. Examples: segmentation, product, pricing, promotion, and distribution research.

9. A Classification of Marketing Research
Fig 1.1
Marketing Research
Problem
Identification Research
Problem Solving Research
Market Potential Research
Market Share Research
Market Characteristics Research
Sales Analysis Research
Forecasting Research
Business Trends Research
Segmentation Research
Product Research
Promotion Research
Distribution Research

10. Problem Solving Research
Table 1.1
Determine the basis of segmentation
Establish market potential and responsiveness for various segments
Select target markets
Create lifestyle profiles: demography, media, and product image characteristics
SEGMENTATION RESEARCH
Test concept
Determine optimal product design
Package tests
Product modification
Brand positioning and repositioning
Test marketing
Control score tests
PRODUCT RESEARCH

11. Problem Solving Research
PROMOTIONAL RESEARCH
Optimal promotional budget
Sales promotion relationship
Optimal promotional mix
Copy decisions
Media decisions
Creative advertising testing
Evaluation of advertising effectiveness
Claim substantiation
0.00%
APR
Table 1.1 cont.
PRICING RESEARCH
Pricing policies
Importance of price in brand selection
Product line pricing
Price elasticity of demand
Initiating and responding to price changes
$ALE

12. Problem Solving Research
Table 1.1 cont.
DISTRIBUTION RESEARCH
Determine…
Types of distribution
Attitudes of channel members
Intensity of wholesale & resale coverage
Channel margins
Location of retail and wholesale outlets

13. Marketing Research Process
Step 1: Problem Definition
Step 2: Development of an Approach to the Problem
Step 3: Research Design Formulation
Step 4: Fieldwork or Data Collection
Step 5: Data Preparation and Analysis
Step 6: Report Preparation and Presentation

14. The Role of Marketing Research
Fig 1.2
Customer Groups
Employees
Shareholders
Suppliers
Consumers
Uncontrollable
Environmental
Factors
Economy
Technology
Laws & Regulations
Social & Cultural Factors
Political Factors
Controllable
Marketing
Product
Pricing
Promotion
Distribution
Variables
Marketing
Research
Marketing
Decision
Making
Providing
Information
Assessing
Needs
Marketing Managers
Market Segmentation
Performance & Control
Target Market Selection
Marketing Programs

15. Characteristics of MR Quantitative vs. qualitative
Applied vs. basic research
Can be inaccurate
Time and budget constrains
Remember the benefits of marketing research – Page 8

16. Role of MR in decision making
Provides info
Functional roles
Descriptive
Diagnostic
Predictive
Factors influencing MR
Time
Data availability
Nature of decision
Cost-benefit
Lack of resources

17. IMPORTANCE OF MARKETING RESEARCH IN DECISION MAKING
Necessary to keep existing customers
Provides insight to an ever changing market

18. ETHICAL CONSIDERATIONS
Participants should be comfortable
Participants should not be deceived
Participants should be willing and informed
Data should be held in confidence

19. SECONDARY RESEARCH Advantages and disadvantages Internal data sources
External data sources
The Internet

20. SURVEY RESEARCH Errors Types of surveys Personal Telephone Mail
Door-to-door
Executive
Mall intercepts
Telephone
Mail
Internet
Self-administered interviews

21. OBSERVATION Advantages and disadvantages Methods Human vs. machine
Natural vs. contrived
Disguised vs. undisguised
Structured vs. unstructured
Direct vs. indirect

22. EXPERIMENTS Laboratory vs. field Internal vs. external validity
Test marketing

23. MEASUREMENT CONCEPTS Levels of measurement of scales
Open-ended response format
Fixed –alternative response
Comparative scales
Non-comparative scales

24. QUESTIONNAIRE DESIGN Considerations Reliability issues
Info requirements
Question content
Question structure
Question wording
Question sequence
Layout
Reliability issues

25. SAMPLING Define population Determine sample frame
Select sampling technique
Probability
Non-probability
Determine sample size
Execute sampling process

26. FIELDWORK Selecting fieldworkers Training fieldworkers
Supervising fieldworkers
Validating fieldworkers
Evaluating fieldworkers

27. DATA PREPARATION
Validation
Editing
Coding
Data entry
Data cleaning

28. DATA ANALYSIS
Tabulation
Graphic
Descriptive statistics

29. HYPOTHESIS TESTING Formulate null hypothesis
Choose appropriate statistical test
Decide on desired significance level
Calculate value of test statistic
Compare observed value of test statistic with critical value and arrive at conclusion

30. RESEARCH REPORT Title page Letter of transmittal Table of contents
Executive summary
Introduction
Methodology
Findings
Conclusions and recommendations