1. 1 Marketing Research Is the systematic and objective search for information and analysis of this information with a view of solving the problems related to marketing

2. Defining market research Marketing research is the function which links the consumer, customer, and public to the marketer through information - information used to identify and define marketing opportunities and problems; generate, refine and evaluate marketing actions, monitor marketing performances, and improve understanding of marketing as a process. Marketing research specifies the information required to address those issues; designs the method of collecting information; manages and implements the data collection process; analyses the results; and communicates the findings and their implications. McDonald and Gates, 1990

3. 3 Marketing Research Vs Marketing Intelligence Project based on information gap Outsourced to MR companies Action oriented Very specific answers to questions Focus on consumers, influencers Ongoing process Usually done in house Not meant for immediate action General purpose Focus on competition, environment Marketing ResearchMarketing Intelligence

4. 4 Marketing Research Marketing research is the function that links an organization to it’s market through the gathering of information. It aids in Identification of market driven opportunities and problems Identification of market driven opportunities and problems Generation, refinement and evaluation of marketing actions Generation, refinement and evaluation of marketing actions Monitoring of marketing performance and improved understanding of marketing as a process Monitoring of marketing performance and improved understanding of marketing as a process

5. 5 Typical Applications of Marketing Research Demand Forecasting Demand Forecasting Sales Forecasting Sales Forecasting Segmentation Studies Segmentation Studies Identification of target markets Identification of target markets Positioning strategies identification Positioning strategies identification

6. 6 Typical Applications of Marketing Research Product testing Product testing Pricing research Pricing research Advertising research Advertising research Promotional research Promotional research Distribution and logistics related research Distribution and logistics related research

7. 7 Some examples…. A study of consumer buying habits for detergents – A study of consumer buying habits for detergents – Frequency, pack size, effect of promotions, brand loyalty etc. Frequency, pack size, effect of promotions, brand loyalty etc. To find out the potential demand for ready to eat chapattis in Mumbai To find out the potential demand for ready to eat chapattis in Mumbai

8. 8 Some examples…. To determine which of three ingredients – tulsi, coconut oil or neem, the consumer would like to have in a toilet soap To determine which of three ingredients – tulsi, coconut oil or neem, the consumer would like to have in a toilet soap To find out the effectiveness of the advertising campaign for a car brand To find out the effectiveness of the advertising campaign for a car brand

9. 9 Marketing Reasearch Marketing Reasearch Target market analysis Target market analysis New – product opportunities New – product opportunities User profiles, usage patterns User profiles, usage patterns

10. 10 Marketing Research Positioning Positioning Perceptual mapping Perceptual mapping New product planning New product planning Concept testing Concept testing Product testing Product testing Test marketing Test marketing

11. 11 Marketing Research Product Research Product Research Packaging Packaging Customer satisfaction studies Customer satisfaction studies Service quality studie Service quality studie

12. 12 Marketing Research Pricing Research Pricing Research How large is the demand potential How large is the demand potential How sensitive is demand to changes in price levels How sensitive is demand to changes in price levels What are the sales forecasts at various price levels What are the sales forecasts at various price levels Price framing Price framing

13. 13 Marketing Research Distribution Research Distribution Research Cycle time research Cycle time research Delivery expense studies Delivery expense studies Delivery systems studies Delivery systems studies

14. 14 Marketing Research Distribution Research Distribution Research Logistics assessment Logistics assessment Total cost analysis Total cost analysis Service sensitivity analysis Service sensitivity analysis

15. 15 Marketing Research Retailing research Retailing research Trade area analysis Trade area analysis Store image perception studies Store image perception studies Location analysis Location analysis In-store traffic pattern studies In-store traffic pattern studies

16. 16 Advertising Research Advertising Research Copy Testing – Advertising effectiveness study Copy Testing – Advertising effectiveness study Brand awareness Brand awareness Brand recall Brand recall Copy recall Copy recall Recall of different parts of the advertisement Recall of different parts of the advertisement Tracking studies Tracking studies

17. 17 Marketing Research Advertising Research Advertising Research Media Media Viewership research: AC Nielsen, ORG-MARG, IMRB Viewership research: AC Nielsen, ORG-MARG, IMRB Readership studies – Audit Bureau of Circulation (ABC)‏ Readership studies – Audit Bureau of Circulation (ABC)‏ Demographic and psychographic details of the people reached by these media. Demographic and psychographic details of the people reached by these media.

18. 18 When to do Marketing Research ? There is an information gap which can be filled by doing research There is an information gap which can be filled by doing research The cost of filling the gap through MR is less than the cost of taking a wrong decision The cost of filling the gap through MR is less than the cost of taking a wrong decision The time taken by the research is viable and not beyond reasonable limits. The time taken by the research is viable and not beyond reasonable limits.

19. 19 Emerging trends in Marketing Research An increased emphasis on secondary data collection methods An increased emphasis on secondary data collection methods A movement towards technology related data management A movement towards technology related data management An increased use of computers for information acquisition and retrieval An increased use of computers for information acquisition and retrieval

20. 20 Emerging trends in Marketing Research A broader international client base A broader international client base A movement away from pure data analysis and towards data interpretation / information management environment A movement away from pure data analysis and towards data interpretation / information management environment

21. 21 Marketing Research Process – An Overview Information need felt Define the research objective Design the research methodology Plan and do secondary research Plan and do primary research Tabulation and analysis Report writing and presentation Marketing Action

22. Types of marketing research Exploratory. Descriptive. Causal or predictive.

23. Origins of research data 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.

24. On going research usually undertaken by market research agencies and offered to organisations for a subscription or agreement to purchase the updated findings. Approaches include: Consumer panels. Home audits. Omnibus surveys. Retail audits.

25. Marketing information systems (MIS)‏ Effective systems of organising, structuring and managing the storage, access and dissemination of market research data.

26. The marketing information system Figure 6.1

27. Defining information requirements Table 6.1

28. Sources of marketing information External sources - ad hoc studies using secondary or primary research or continuous data which contains views from customers, suppliers, channels of distribution, strategic alliance partners, independent third parties, etc. Internal sources - information obtained from internal record keeping systems, sales reps, call details, customer enquiries, etc.

29. The marketing research process Figure 6.2

30. Secondary research 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.

31. 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 pictu re.

32. Secondary research Secondary data sources include: Government - e.g. Central Statistical Office. Chambers of commerce. Trade associations. Commercial publications - e.g. Dun & Bradstreet, Mintel, etc. Internet - e.g. country reports and news, etc.

33. Primary research 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.

34. Online market research The website provides several novel methods for the collection of primary data for example: Server based log file analysis of site activity. Browser based site activity data. Panel activity. Online focus groups. Online questionnaires. Mystery shoppers.

35. Sampling Figure 6.3 Source: Adapted from Tull and Hawkins (1990).

36. The Marketing Research Process: 11 Steps Step One:Establishing the Need for Marketing Research Step Two:Defining the Problem Step Three:Establishing Research Objectives Step Four:Determining Research Design Step Five:Identifying Information Types and Sources Step Six:Determining Methods of Accessing Data

37. The Marketing Research Process: 11 Steps cont… Step Seven:Designing Data Collection Forms Step Eight:Determining Sample Plan and Size Step Nine:Collecting Data Step Ten:Analyzing Data Step Eleven: Preparing and Presenting the Final Research Report

38. The Marketing Research Process Step One: Establish the Need for Marketing Research Marketing Research is not needed when the: required information is already available decisions need to be made now organization can’t afford the research costs outweigh the value of the research

39. The Marketing Research Process Step Two: Define the Problem The most important step in the marketing research process is defining the problem. ‏

40. The Marketing Research Process Step Three: Establish Research Objectives What information is needed in order to solve the problem?

41. The Marketing Research Process Step Four: Determine Research Design Exploratory Research: collecting information in an unstructured and informal manner Descriptive Research: refers to a set of methods and procedures describing marketing variables Causal Research (experiments and other approaches): allows isolation of causes and effects

42. The Marketing Research Process Step Five: Identify Information Types and Sources Secondary Data: information that has been collected for some purpose other than the research at hand Primary Data: information that has been gathered specifically for the research objectives at hand

43. The Marketing Research Process Step Six: Determine Methods of Accessing Data Secondary Data: accessing data through sources such as the Internet and library Primary Data: collecting data from participants through methods such as telephone, mail, online, and face-to-face (quantitative), and observation studies and focus groups (qualitative)‏

44. The Marketing Research Process Step Seven: Design Data Collection Forms The design of the data collection form that is used to ask or observe and record information in marketing research projects is critical to the success of the project. It is easy to write a set of questions but very difficult to construct a questionnaire.

45. The Marketing Research Process Step Eight: Determine Sample Plan and Size Sample plan: refers to the process used to select units from the population to be included in the sample Sample size: refers to determining how many elements (units) of the population should be included in the sample

46. The Marketing Research Process Step Nine: Collect Data Sound data collection is very important because, regardless of the data analysis methods used, data analysis cannot “fix” bad data. 12 Nonsampling errors may occur during data collection. These are related to poor design and/or execution of the data gathering. Sampling errors may occur based purely on chance

47. The Marketing Research Process Step Ten: Analyze Data Data analysis: involves entering data into computer files, inspecting data for errors (data cleaning), running tabulations (frequencies), and conducting various statistical tests

48. The Marketing Research Process Step Eleven: Prepare and Present the Final Research Report Findings are presented, often by research objective, in a clear and concise way. The need for a good report cannot be overstated. It is the report, and/or its presentation, that properly communicates the results to th e client.