1. Mid Term
Review

2. The Knowledge Age Huge volumes of information now available
Managers need to be selective and systematic
As data is drawn from multiple sources, needs to be combined and analysed for it to be of value

3. Decision levels in organisations
Business direction
Market decisions
Investment decisions
New product development
Positioning
Strategic
Operational
Marketing mix decisions
Customer service levels
Competitive responses
Campaigns
Tactical 3

4. Typical applications for marketing research
Market analysis
New product/service development
Selection of brand names and packaging
Pricing decisions
Advertising and promotion decisions
Sales decisions
Service support and complaint handling decisions 4

5. Summary analysis for Marketing Decisions Four types of decision area::
Marketing Research generates data and
analysis for Marketing Decisions
Four types of decision area::
- Market Research
- Product Policy Research
- Pricing Research
- Communications Research

6. Summary Primary objective of researcher is to provide: Timely Accurate
Relevant
Data and analysis to Marketing
Management
Key word is ‘Robust”

7. Research and the Research Process

8. Types of Marketing Research
Exploratory Research
Descriptive Research
Causal Research
…relates to Uncertainty

9. Exploratory Research
Initial research to clarify a problem or opportunity
Basis for further research

10. Descriptive Research
Describes the nature and characteristics of a market or situation
e.g. much of Market Research is descriptive

11. Causal Research
Describes the nature off variables and cause and effect relationships
e.g. Market Modelling

12. Logical Process

13. Secondary Data Sources

14. Generating Data + / - Data is generated in 2 basic ways:
Secondary data:
Data already existing – may have been collected for other purposes
Primary data:
Original data – collected for a specific purpose
+ / -

16. Secondary Data Secondary data is information
that has been previously gathered
for some purpose other than the
current research project

17. Benefits of secondary data
Faster
Less expensive to collect
Internet can be used, increasing speed further

18. Limitations of secondary data
Availability
Applicability
Accuracy
Comparability

19. Internal Secondary Research Sources
Sales figures
Operational data – stock levels, etc
Customer satisfaction results
Advertising spend
Customer complaints records
Effectiveness data from promotional
campaigns
Marketing research reports from
past studies

20. External Secondary Research Sources
Internet – single search engines, and multiple search engines
Directories
Country information
Published marketing research reports
News sources
Newsgroups and discussion lists

21. The marketing information system (MkIS)
“People, equipment and procedures to gather, sort, analyse, evaluate and distribute needed, timely and accurate information to marketing decision makers”
(Kotler et al)

23. "A qualitative observation identifies the presence or absence of something, in contrast to quantitative observation, which involves the degree to which something is present "
(MARKETECK, 2009)

25. Qualitative research Observation techniques
Classification of Observation
Structured vs unstructured
Structured >predetermine what to observe
Unstructured>monitor all behavior
Human vs Mechanical
Human>observation done by human beings
Mechanical>observation by machine
Direct vs indirect:
Direct > observing behavior as it occurs
Indirect > observing the effects of behavior
Disguised vs nondisguised
Nondisguised >Direct
Disguised > Indirect

26. Observation: Advantages and Limitations
Greater data accuracy than direct questioning, in natural settings people behave naturally,
Problems of refusal, not at home, false response, non-cooperation etc. are absent,
No recall error,
In some situations, only way
Number of customers visiting a store
Studying children’s behavior
Limitations
Time consuming, too many things to observe,
may not be representative,
difficulty in determining root cause of the behavior.

27. Focus Group An interview conducted by a trained moderator
in a non-structured and natural manner with a
small group of respondents.
Group size
Group composition Homogenous, respondents prescreened
Physical setting Relaxed, informal setting
Time duration hours
Recording Use of audio and video cassettes
Moderator Observational, interpersonal, good communication skills needed. 27

28. Focus Groups Objectives: - Generate new product or service ideas
Understand consumer vocabulary
Useful for ad campaigns
Reveal consumer needs, motives,
perceptions and attitudes,
Generating future research objectives
Facilitate understanding of the
quantitative studies 28

29. Other Qualitative Techniques
Depth Interview: An unstructured interview that seeks opinions of respondents on a one-to-one basis. Useful for sensitive issues, politics etc.
Protocol Analysis: Involves placing a person in a decision making situation and asking him/her to state everything he/she considers in making a decision. Useful in 1. Purchasing involving a long time frame (car, house) and 2. Where the decision process is too short (greeting card).
Projective technique: Involve situations in which participants are placed in simulated activities hoping that they will divulge information about themselves that are unlikely to be revealed under direct questing. 29

30. SUMMARY Qualitative research can be used alone
or as part of mixed research
Main advantage is that is capable
generating rich data on WHY?
Useful when looking at NEW things
Rich data may be difficult to analyse