1. Market & Marketing Research
Dr. Vesselin Blagoev
MBA’

2. Lecture Objectives
By the end of the lecture, you should be able to:
Define the differences between market and marketing research
Understand the role and use of MR information in marketing
Explain the elements of a MIS and stages of the MR process

3. Marketing research defined

4. Definitions of MR
“Marketing Research is the function that links the consumer, customer, and public to the marketer through information... used to identify and define marketing opportunities and problems; generate, refine and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as process. Marketing research specifies the information required to address these issues, design the method for collecting information, manages and implements the data collection process, analyses the results, and communicates the findings and their implications.” (McDaniel, Jr. & Gates, 2010)

5. Definitions of MR
Marketing Research is: “the collection and analysis of data from a sample of individuals or organisations relating to their characteristics, behaviour, attitudes, opinions or possessions. It includes all forms of marketing and social research such as consumer and industrial surveys, psychological investigations, observational and panel studies” Market Research Society (1997) - UK

6. Definitions of MR Chisnall (2005)
“… there was originally a difference between the scope of activities [covered by market and marketing research]… The responsibilities of market research extend comprehensively, whereas marketing research is limited to findings out information about the market for a particular product.”
but this narrow view restricts the focus for the purposes of marketing as a wider management function.
MR should be: applied, scientific, pragmatic, objective, impersonal, factual

7. MR definition summary
Market Research aims to describe and analyse markets (size, structure, growth etc)
Marketing Research covers a much broader range of topics - customers, products, competitors, channels, suppliers etc. Strictly speaking, Marketing Research is broader than Market Research

8. Information
“Most marketers don’t need more information, they need the right information and the managers need to be able to determine how to use this information appropriately and effectively so as to enhance performance.” Kotler, Wong, Saunders and Armstrong (2005); Similar point argued by McDaniel, Jr. & Gates (2010), Malhotra (2010) and Keegan and Green (2011)
Do you agree with this? Why?

9. Short cut
Marketing research is the systematic and objective search for and analysis of information relevant to the identification and solution of any problem in the field of marketing
Armstrong and Kotler (2011), Malhotra (2010)

10. Definition
Systematic: It is planned, following a sequence of logically ordered steps, starting with problem definition and ending with its use in problem solution
Objective: Data are collected using scientific methods and are analyzed using proven statistical processes

11. Market Potential Research Market Share Research Image Research
Marketing Research
Problem-Identification Research
Problem-Solving Research
Market Potential Research
Market Share Research
Image Research
Market Characteristics Research
Sales Analysis Research
Forecasting Research
Business Trends Research
Segmentation Research
Product Research
Pricing Research
Promotion Research
Distribution Research
Malhotra (2010, p.40)

12. Types of market Potential market Available market
Consumers have some stated interest in a product or service.
Available market
Set of consumers who have the interest, income and access to the product or services.
Qualified available market
Set of consumers who have the interest, income, access and qualifications for a particular product or service.
Served or ‘target’ market
Part of the qualified market that the company decides to pursue.
Penetrated market
Set of consumers that have already bought a particular product or service.

13. Measuring market demand
The total market demand is the total volume of a product or service that would be bought by a defined consumer group in a defined geographic area, in a defined time period in a defined marketing environment under a defined level and mix of industry marketing effort.

14. Measuring market demand
Kotler, Wong, Saunders and Armstrong (2005)

15. Types of demand
The primary demand is the total demand for all brands of product and services.
The selective demand is a specific demand for a given brand of product.

16. Estimating market demand
Q= n x q x p
Where
Q = total market demand
n = number of buyers in the market
q = quantity purchased by an average buyer per year
p = price of an average unit

17. Forecasting future demand
Environmental forecast
Inflation, Unemployment, Interest rates, Consumer spending and saving, Business investment, Government expenditure.
Industry forecast
What is currently happening?
Company sales forecast
Buyers’ intentions, Composite of sales force opinions, Expert opinion.
Test market method.
Time series analysis, Leading indicators, Statistical demand analysis, Information analysis.

18. Forecasting future demand
Kotler, Wong, Saunders and Armstrong (2005)

19. Sources of information
Internal records
Marketing intelligence
Competitor intelligence
Marketing research

20. MR Research Dimensions
Continuous versus Ad hoc
On-going research
One-off
Qualitative versus Quantitative
Why? (motivations, attitudes, behaviours)
How many, how often?
Secondary versus Primary
Data that already exists and was collected for another purpose
Data collected for the specific purpose at hand
Qualitative research - the collection of data that are open to interpretation, e.g. peoples’ opinions.
Quantitative research - the collection of data that is quantifiable and is not open to the same level of interpretation as qualitative research, e.g. sales figures, market share data, etc.

21. Get a research method

22. Primary collection methods
Primary data can be collected in 4 ways:
observational research
focus-group research
survey research
experimental research
2 main research instruments used are:
questionnaires (open-end and closed-end)
mechanical instruments
e.g. Eyetracking of screen use on internet/TV
Sometimes called field research.
Is undertaken or commissioned by an organisation for a specific purpose.
The required information does not already exist.
It is exactly tailored to a problem.
Can be expensive and time consuming.

23. Marketing Research Step1
Defining the problem and research objectives
Exploratory research
Gathering preliminary information that will help to better define problems and suggest hypotheses.
Descriptive research
Defining marketing problems, situations or markets, such as the market potential for a product or the demographics and attitudes of consumers.
Causal research
Marketing research to test hypotheses about cause and effect relationships.

24. Marketing Research Step 2
2. Developing the research plan for collection of information
Determining information needs
Secondary data: information that already exists, having been collected for another purpose.
Primary data: information collected for the specific purpose at hand.
Qualitative research
Exploratory research used to uncover consumers’ motivations, attitudes and behaviour.
Quantitative research
Research data which involves interviews from a sufficient volume of customers to allow statistical analysis.

25. Marketing Research Step 3
3. Presenting the research plan
Outline of research construct.
Summarised written proposal.

26. Marketing Research Step 4
4. Implementing the research plan, collecting and analysing the data
Interpreting and reporting the findings.
Present the relevant data so that the information can be used to make meaningful decisions.
Team effort between marketers and researchers and joint responsibility.

27. Table 9.6 Types of question

28. Table 9.6 Types of question (continued)

29. Table 9.6 Types of question (continued)

30. Demand estimation
Estimation of market demand is essential for effective marketing and as illustrated below, demand is measured on a number of levels.
Figure 9.3 Ninety types of demand measurement (6  5  3)

31. Secondary Sources
Internal sales records, databases, customer feedback, experienced employees
Government reports
Chambers of Commerce
often available on gov.uk website
Trade Associations
Industry Reports & Country-based reports
e.g. GMID/Euromonitor (available via
Marketing area specific articles/reports
e.g. Promotions
Sometimes referred to as desk research.
Consists of data and information that is already in existence and which can be accessed by the organisation.
Can be cheaper and quicker to access than primary research.
May provide an organisation with information that it would not otherwise have time to gather.
Secondary data may not always be up to date, be applicable to an organisation, or give the full picture.

32. MR: key criterion
MR information has the purpose of supporting marketing decisions
Organisations as they grow in size tend to lose close customer contact
New markets entered may be geographically distant and unfamiliar
New products require research into their potential appeal to customers
Communications need researching - are the right messages being given and received
Need to think clearly about the issue to be decided, before spending money on MR

33. Marketing Research in practice
Marketing research is concerned with investigating and understanding buyer behaviour
Buying behaviour is merely one element of human behaviour; it is complex and influenced by many factors
Motivations may be a mixture of business specific, personal, economic, psychological, sociological and demographic variables
Behavioural sciences give insights into consumption

34. Marketing research in small businesses and non-profit organisations
Often limited by budgetary constraints, but the following can be accomplished:
Observation of market, competitors and industry
Secondary data collection
Surveys
Experiments

35. Main divisions of MR
Product
Customer
Pricing
Sales
Promotion

36. Overview of MR divisions
Type
Product
Customer
Pricing
Sales
Promotion
Examples of issues needing investigation through MR
Failure, reduced demand, portfolio inequity, lack of USP, poor quality
Target segment profile, preference, loyalty, Macro/Micro env. issues, habits, motivation
Sensitivity, ceiling, match to other mix elements, competition, incentives needed, vs. perception of quality,
Increasing cost of sales, comparative mkt performance, falling sales, force organisation, distribution methods
Relevant methods to audience, rising costs, reduced exposure/coverage, effectiveness, integration,
Types of info.
Demand, sales, market share, competitive advantage
Demographics, purchase behaviours, level of influence of int./ext. factors
Costs, profit objectives, mkt/competitive prices, trade /channel vs. consumer prices
Value, volume, quantity sold, mkt coverage, latent potential, buyer power
Media usage / availability, readership/ viewer rates, public image, awareness, perceptual positioning, brand strength

37. Why MR is important
Effective penetration of markets requires specialised and sophisticated approaches to identify, assess and satisfy market demands.
Effective marketing information and research enables an organisation to make better decisions on the most appropriate market entry and competitive strategies.
Traditionally, small firms have close links with their customers
Large-scale operations have widened the gap between producers and consumers
Modern communities are knowledgeable, experienced and critical

38. Marketing information system (MIS)
The marketing information system (MIS) is comprised of:
people
technology
procedures
to gather, sort, analyse, evaluate and distribute necessary, timely and accurate information to marketing decision makers.

39. Marketing Information System (MIS)
Effective system of organising, structuring and managing the storage, access and dissemination of market research data
Brassington & Pettitt, 2007

40. The Marketing Research Process
Brassington & Pettitt, 2007

41. Useful statistics??

42. MR in the Marketing Process
MR information needed at all stages:
new product idea generation and product development
marketing testing
launch implementation
brand performance management
positioning and repositioning etc

43. Market research ethics
Increasing consumer resentment has become a major problem in the research industry due to how the market research has been used and abused.
Consumers fear researchers may use sophisticated techniques to obtain information that may be intrusive and infringe consumer rights.
There is also the fear that the research findings may be manipulated and misinterpreted to suit the company paying for the research.
To minimise abuse the research industry has developed broad standards such as ESOMAR’s International Code of Marketing and Social Research Practice.

44. Summary
Marketing research aids decision making by providing management with specific kinds of information which should form the foundation of all strategic decision making and tactical planning
Marketing Research is vital in identifying, anticipating and satisfying customer needs profitably
Accurate information enables intelligent decision making in pursuit of organisational objectives
Information must be continuously collected, monitored, analysed and communicated all around the organisation (via a MIS)
All businesses can conduct research, whether in-house or via an external consultancy

45. Further reading suggestions
Armstrong, G. and Kotler, P. (2011), Marketing, 9th ed., Pearson
Cooper, D. & Schindler, P. (2006), Marketing research. Boston: McGraw Hill
Keegan, W.J.& Green, M. (2011), Global Marketing, 6th ed., Pearson
Kotler, P. & Armstrong, G. (2010), Principles of Marketing, 13rd ed., Pearson
Malhotra, N. (2010), Marketing Research. An Applied Orientation, 6th ed. Pearson
McDaniel, Jr. C. and Gates, R. (2010), Marketing Research, John Wiley & Sons, 8th ed.