1. Conducting marketing research
Dosen: Citra Kusuma Dewi, SE., MBA

2. Chapter Questions What is the scope of marketing research?
What steps are involved in conducting good marketing research?
What are the best metrics for

3. 1. Scope of marketing research

4. What is Marketing Research?
Marketing research is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company
../Video/Why Market Research is Important.mp4
Proses sistematis dalam merancang, mengumpulkan, menganalisis dan melaporkan data serta temuan yang relevan dengan situasi pemasaran yang sedang dihadapi perusahaan.

5. ”Save Money, Live Better”
IMPORTANCE OF MARKETING INSIGHTS
WHO DOES MARKETING RESEARCH
Marketing insights provide diagnostic information about how and why we observe certain effects in the marketplace and what to means to marketers
Good marketing insights “Walmart”
Functional benefit: Offers low price
Emotional benefit: Make me feel like a smart shopper
”Save Money, Live Better”
Engaging students or professors to design and carry out projects
Using the internet
Checking out rival
Tapping into marketing partner expertise
Tapping into employee creativity and wisdom

6. 2. The Marketing Research Process
Define the Problem
Develop the Research Plan
Collect the Information
Analyze the Information
Present the Findings
Make the Decision
2. The Marketing Research Process

7. Step 1: Define the Problem
Specify decision alternatives
State research objectives
Type of research:
Exploratory
Descriptive
Causal
Marketing managers must be careful not to define the problem too broadly or too narrowly for the marketing researcher. A marketing manager who says, “Find out everything you can about firstclass air travelers’ needs,” will collect a lot of unnecessary information.
Not all research projects can be this specific.
Some research is exploratory—its goal is to shed light on the real nature of the problem and to suggest possible solutions or new ideas.
Some research is descriptive—it seeks to quantify demand, such as how many first-class passengers would purchase in-flight Internet service at $25.
Some research is causal—its purpose is to test a cause-and- effect relationship.

8. Step 2: Develop the Research Plan
Data
Sources
Research
Approach
Research
Instruments
Sampling
Plan
Contact
Methods

9. Data Sources Secondary Data (Already Exists) Primary Data
Internal External
Secondary Data
(Already Exists)
Primary Data
(Freshly Gathered
For A Specific Purpose)

10. Research Approaches Observation Ethnographic Focus Group Survey
Observation: Observing as consumer buy or consume product
Ethnographic uses concepts and tools from anthropology and other social sciences to provide deep cultural understanding on how people live and work
Focus group
Survey: asses people’s knowledge, beliefs, preferences and satisfaction, and to measure these magnitudes in the general population
Behavioral data: customer leave traces of their purchasing behavior in store scanning data and customer database
Experimentation: capture cause and effects
Behavioral Data
Experimentation

11. Focus Groups
A focus group is a gathering of 6 to 10 people carefully selected by researchers based on certain demographic, psychographic, or other considerations and brought together to discuss various topics of interest at length
../Video/New smartphone product testing- funny focus groups.mp4
A focus group is a gathering of 6 to 10 people carefully selected by researchers based on certain demographic, psychographic, or other considerations and brought together to discuss various topics of interest at length. Participants are normally paid a small sum for attending. A professional research moderator provides questions and probes based on the marketing managers’ discussion guide or agenda. In focus groups, moderators try to discern consumers’ real motivations and why they say and do certain things. They typically record the sessions, and marketing managers often remain behind two-way mirrors in the next room. To allow for more in-depth discussion with participants, focus groups are trending smaller in size. Focus-group research is a useful exploratory step, but researchers must avoid generalizing from focus-group participants to the whole market, because the sample size is too small and the sample is not drawn randomly.

12. Research instruments Questionnaires
A questionnaires consists of a set of questions presented to respondents.
The most common instrument used to collect primary data
Open end vs Close End
Qualitative Measures
For gauging consumers opinions because consumers’ actions don’t always match their answers to survey questions.

13. Question Types – close end questions Dichotomous
In arranging this trip, did you contact American Airlines?
Yes  No
The next few slides illustrate some of the types of questions which can be used in descriptive research.

14. Question Types – close end Multiple Choice
With whom are you traveling on this trip?
 No one
Spouse
Spouse and children
Children only
Business associates/friends/relatives
An organized tour group

15. Question Types – close end Likert Scale
Indicate your level of agreement with the following statement: Small airlines generally give better service than large ones.
 Strongly disagree
Disagree
Neither agree nor disagree
Agree
Strongly agree

16. Question Types – close end Semantic Differential
American Airlines
Large ………………………………...…….Small
Experienced………………….….Inexperienced
Modern……………………….…..Old-fashioned

17. Question Types – close end Importance Scale
Airline food service is _____ to me.
 Extremely important
Very important
Somewhat important
Not very important
Not at all important

18. Question Types – close end Rating Scale
American Airlines’ food service is _____.
 Excellent
Very good
Good
Fair
Poor

19. Question Types – close end Intention to Buy Scale
How likely are you to purchase tickets on American Airlines if in-flight Internet access were available?
 Definitely buy
Probably buy
Not sure
Probably not buy
Definitely not buy

20. Question Types – open end Completely Unstructured
What is your opinion of American Airlines?

21. Question Types – open end Word Association
What is the first word that comes to your mind when you hear the following?
Airline ________________________
American _____________________
Travel ________________________

22. Question Types – open end Sentence Completion
When I choose an airline, the most important consideration in my decision is: ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________.

23. Question Types – open end Story Completion
“I flew American a few days ago. I noticed that the exterior and interior of the plane had very bright colors. This aroused in me the following thoughts and feelings.” Now complete the story. _______________________________________________________________________________________________________________________________________________________________________________

24. Sampling Plan Sampling unit: Who is to be surveyed?
Sample size: How many people should be surveyed?
Sampling procedure: How should the respondents be chosen?
After deciding on the research approach and instruments, the marketing researcher must design a sampling plan. This calls for three decisions:
1. Sampling unit: Whom should we survey?
2. Sample size: How many people should we survey? Large samples give more reliable results, but it’s not necessary to sample the entire target population to achieve reliable results. Samples of less than 1 percent of a population can often provide good reliability, with a credible sampling procedure.
3. Sampling procedure: How should we choose the respondents? Probability sampling allows marketers to calculate confidence limits for sampling error and makes the sample more representative.

25. Contact Methods
Mail Questionnaire
Telephone
Interview
Personal
Interview
Online
Interview

26. Pros and Cons of Online Research
advantages
disadvantages
Inexpensive
Fast
Accuracy of data
Versatility
Skewed samples
Technological problems
Inconsistencies
This slide explains the pros and cons of online research.

27. Step 3. collect the information
This phase is generally the most expensive and error-prone
Some respondents will be away from home, offline or otherwise inaccessible. Others will refuse to cooperate or will give biased or dishonest answers.

28. Step 4. analyze the information
Extract findings by tabulating the data and developing summary measures
The researchers now compute averages and measures of dispersion, apply some statistical techniques, test different hypotheses and theories etc

29. Step 5. present the findings
Researchers are increasingly asked to play a proactive, consulting role in translating data and information into insights and recommendation for management

30. Step 6. make the decision

31. What are Marketing Metrics?
Marketing metrics are the set of measures that helps marketers quantify, compare, and interpret marketing performance.
Two complementary approaches to measuring marketing productivity are: (1) marketing metrics to assess marketing effects and (2) marketing-mix modeling to estimate causal relationships and measure how marketing activity affects outcomes. Marketing dashboards are a structured way to disseminate the insights gleaned from these two approaches within the organization.

32. Sample Marketing Metrics
External
Awareness
Market share
Relative price
Number of complaints
Customer satisfaction
Distribution
Total number of customers
Loyalty
Internal
Awareness of goals
Commitment to goals
Active support
Resource adequacy
Staffing levels
Desire to learn
Willingness to change
Freedom to fail
Autonomy
Marketers employ a wide variety of measures to assess marketing effects. Marketing metrics is the set of measures that helps them quantify, compare, and interpret their marketing performance.

33. Neuromarketing & eyetracking
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../Video/Google Chrome Speed Tests ( neuromarketing ad).mp4
../Video/Eye Tracking Demo.mp4