1. Marketing Research

2. Why Research? Useful in all aspects of marketing Strategic Planning
Product development
Target market selection
Positioning
Competition
Advertising/Promotion
Measurement

3. Domino’s Fast Cheap Pizza Enter Papa John’s Domino’s Research finds
No research on quality of product; relied on speed
Enter Papa John’s
“Better ingredients, better pizza”
Fast pizza available everywhere
Domino’s Research finds
Tasteless crust, boring sauce, low quality toppings
Result: Domino’s revamped its product and turned the research into a campaign
Also helped to add products

4. Two types of Research Secondary Research
Data previously collected for other purposes
Cheaper than Primary Research
May not be appropriate
Internal or external
Free or paid
Sources: Internet or Marketing research Aggregators
Nielsen
eMarketer
Forrester
Simmons
Social Media

5. Two Types of Research Primary Research
Data collected to address specific needs
Takes more time
Costly

6. Research Steps Identify the problem/opportunity
Define the objectives of the research
Plan the research design
What type of research instrument will you use?
Gather secondary data too
Data collection
Analyze the data
Look for insights too
Prepare and present the Report

7. 2. Plan the Research Design
Research Methods
Survey
In home
Mall Intercept
Telephone
Mail
Scanner/Panel
Experiments
Focus Groups
Interviews
Observation
Conclusive or Quantitative Research
Exploratory or Qualitative Research

8. 2. Plan the Research Design
Questions
Open-ended?
Closed-Ended
Scaled questions?
Make sure questions are not…
Leading
Double barreled
Too Sensitive
One sided

9. Once you have data Analyze based on your research question
Statistical software
Crunch numbers
Look for what the data tells you
Prepare and present report
Take action!