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This slide show describes the top ten mistakes that people want to avoid when doing marketing research. Originally written in an article by Jim Nelems, these mistakes go back 35 years. Its a bit scary how relevant the article is today.
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TOP 10 ERRORS TO AVOID IN MARKETING RESEARCH
Making errors in your Marketing Research
is like buying an airplane ticket to Hawaii, and
accidentally boarding a plane to Cleveland!
But don’t have reservations! Relax and imagine yourself kicking back in this breathtaking paradise, as you learn how to avoid the mistakes that Jim Nelems, CEO of The Marketing Workshop Inc., points out in his classic article "Ten Common Mistakes in Marketing Research." .
NOT DEFINING YOUR MARKETING RESEARCH
OBJECTIVES…
…is like telling the flight attendant you want to sit right next to a crying baby!
1
•Lack of clearly defined marketing objectives is the most common mistake in marketing research.
•Decide before research is done why it’s being done.
•Will the research answer the questions it was designed to answer?
CONDUCTING INTERESTING BUT USELESS RESEARCH…
…is like forgetting your sun block in the hotel room when you’re stuck at the beach!
2
• Research must be conducted among the defined target audience.
• It must answer the questions that need answering.
• It must be more than interesting. It must be actionable.
LETTING THE QUESTIONS DO ALL THE HEAVY LIFTING…
…is like taking too much luggage on a romantic weekend getaway, when you hope to never leave the hotel room!
3
• The essentials of marketing research are questions. However research is more than JUST asking questions.
• Don’t ask superficial or wrong questions, such as why do you like brand B. The consumer often doesn’t know why they buy or like something.
SIMPLIFYING RESULTS OUT OF CONTEXT…
…is like being broke in Las Vegas baby!
4
• Most research studies are too involved to be reduced to a single number.
• Don’t oversimplify the research to sell it or give management a conclusion without thought on their part.
• There are usually too many factors involved to make research results so simple.
UNDER ANALYZING THE RESEARCH…
…is like taking a trip to Cape Cod in January!
5
• When you make conclusions from the marketing research, make sure you make ALL the conclusions that should be drawn.
• When you analyze the data make sure you understand it and can explain it.
OVER ANALYZING THE REPORT…
…is like wearing a parachute and oxygen mask on a plane!
6
• Just as some research is under analyzed, much research is also over analyzed.
• Advanced computer analysis is great if it is appropriate to the project. Don’t over analyze for show or simply to get money for the project.
USING THE WRONG TECHNIQUE…
…is like letting the locals know you are lost in a foreign land!
7
• There are dozens of research techniques and many marketing situations are suitable to more than one method. Yet many are misused.
• Focus groups, for example, are useful for giving insight, however don’t substitute them for quantitative research.
SELECTING THE WRONG RESEARCH FIRM…
…is like going on your honeymoon when you’ve only known each other for 10 days!
8
• When selecting a marketing research company, while it is valid to look at competitive bids, the company with the lowest bid or biggest name is not necessarily the right choice.
• Look for the quality of the analytical ability and the creativity of the researcher.
EXPECTING RESEARCH TO PROVIDE ALL THE ANSWERS…
…is like expecting your luggage to arrive the same time you do!
9
• Research can help solve problems that marketers face.
• Do not let the research make the decision for you because there are non research areas to be considered too.
• Research can reduce risk and increase the probability of making the right decision.
VIEWING RESEARCH AS AN EXPENSE RATHER THAN AN
INVESTMENT…
…is like trying so hard to be frugal on your vacation that you miss all the fun!
10
• Understand that research is an investment to help you make the right decisions. It can save you money, use more effective advertising and make marketing more efficient.
• Let the research earn its place in your budget rather than view it as an expense your company can't afford.
DON’T FALL VICTIM TO THE MOST
COMMON MISTAKES IN MARKETING
RESEARCH
Travel down the right road and you will reach your destination in first class!
Unfortunately we can’t take you to paradise…
…but we can help you find great marketing research.
Check us out.
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