1. Group Names & Strap Lines
Reference
4-in-1
Choice of all !
Fantastic 3
Deadly Smart !
Amirali, Yeong & Lulu
Optimus-Prime
Do or Die !
aHeaders
Creating future today and not tomorrow
Fiona, Halim, Muhammad & Osama
The Nameless
No Name Just Value
Donald, Samantha & Diana
Fun Ball
The Winning Excitement
Amir, Lance, Mina & Wilson
The Swish
Yuniiku
Unlike Others..
Harina, Jafar, Saleh, Amelia Gan
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2. Group Names & Case Allocation
Case/Article
Nameless
Marketing Myopia
aHeaders
Movie Test Audiences
CASH
Marketing to Older Adults
Optimus Prime
Online Music Distbn.
Fun Ball
Market Segmentation
4-in-1
Exclusive Brands
External Search
Easy Cinema
The Swish
Price & Brand Name
Fantastic 3
FCUK
Yuniiku
e- Marketing

3. TV Audience Research
BBC research tool The BBC is developing a new audience measurement tool with the intention of measuring viewing across all platforms including 'timeshifted' TV viewing, websites, iPlayer and programmes watched through third-party sites, such as YouTube. The Cross Media Insight system attempts to track all BBC content viewed during the course of a week by a panel of 650 people. The aim is to get a more segmented view of the marketplace and target accordingly. Research, July 2009, p5

4. Market Research & Demand Forecasting
First decide the Question !!!
Primary or Secondary Research
Qualitative or Quantitative
Observational
Ethnographic
Focus Groups
Survey
Behavioural Data
Experimental Research
Mystery Shopper

5. Market Research Society Code of Conduct
Confidentiality
Ownership of results
Not a mask for high pressure selling
Conforming to local and international laws
Fair Competition
Ethical Standards
Disciplinary Measures

6. Questionnaire Design Dichotomous Multiple Choice Likert Scale
Semantic Differential
Importance + Rating Scales
Intention to Buy
Would recommend to a friend

7. Questionnaire Do’s and Don’ts
Ensure questions are free of bias
Make questions simple
Make questions specific
Avoid jargon
Avoid sophisticated words
Avoid ambiguous words
Avoid negatives
Avoid hypotheticals
Avoid words that could be misheard
Use response bands
Use mutually exclusive categories
Allow for “other” in fixed response questions
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8. Qualitative Measures Word Association Projective Techniques
Visualization
Brand Personification
Laddering
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9. Sample Design Sampling Frame – based on Target Population
Sample Size – Trade off of Cost versus Statistical validity
Simple Random Sample
Stratified Random Sample
Cluster Sample
Quota Sample

10. Data Interpretation The Methodology is ALWAYS suspect
Be particularly aware of “Mother in Law” research !
Corroboration with other research results builds confidence
Good Qualitative often precedes good Quant.
BUT the data can often be interpreted in different ways !

11. Demand Forecasting Easy in theory. Multiple Regression looks brilliant
But it is based on the past not on the future
Market Forecasting is an Art
Getting it right last time does not mean you will get it right next time (Gordon Ronan). It may just have been luck !

12. Example of a Marketing Dashboard
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13. Organizational Charts
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14. Customer Value, Satisfaction & Loyalty
Customer Value Analysis
(attributes, values, competitor strengths/weaknesses)
Is the Buyer Rational ?
Cognitive Dissonance (Fiedler)
Customer Satisfaction is THE most important Market Research Study.

15. What is Quality? Quality is the totality of features and
characteristics of a product or
service that bear on its
ability to satisfy
stated or implied needs.
Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

16. Customer Profitability
Extremely difficult to estimate Customer Profitability
Ask your Accounting Professor how to do this!
Calculating Customer Lifetime Value is even trickier !
But this is Critical information

17. CRM is not a Computer Program!
Customer Loyalty builds profits a lot faster than constantly having to go out Hunting
The main point is staying close to your Customer and understanding their needs
Now you can go out and buy some Software
Use the analysis to understand your customer
Really impress them by then demonstrating your understanding (eg lost shipment to JFK)

18. Framework for CRM Identify prospects and customers
Differentiate customers by needs
and value to company
Interact to improve knowledge
Customize for each customer
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19. CRM Strategies Reduce the rate of defection Increase longevity
Enhance “share of wallet”
Terminate low-profit customers
Focus more effort on high-profit customers
Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

20. Customer Retention
Acquisition of customers can cost five times more than retaining current customers.
The average customer loses 10% of its customers each year.
A 5% reduction to the customer defection rate can increase profits by 25% to 85%.
The customer profit rate increases over the life of a retained customer.
Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

21. Figure 5.5 The Customer Development Process
Suspects
Prospects
Disqualified
First-time
customers
Repeat
customers
Clients
Members
Partners
Ex-customers
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22. To reactivate customers
Using the Database
To identify prospects
To target offers
To deepen loyalty
To reactivate customers
To avoid mistakes
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