1. 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

2. 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

3. 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

4. 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

5. Milestones in defining the problem

6. 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.

7. 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

8. 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.

9. 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

10. 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.

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

12. 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