Lecture 1 Marketing Research Nature

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Marketing Marketing ResearchResearch

International International ProgramProgram

Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal

1.1. TheThe naturenature ofof marketing marketing researchresearch

2.2. QualiltativeQualiltative sourcessources ofof informationinformation

3.3. QuantitativeQuantitative sourcessources ofof informationinformation

4.4. Experimental Experimental designsdesigns

5.5. QuestionnairesQuestionnaires

6.6. MeasuringMeasuring andand scalesscales

7.7. SamplingSampling

8.8. Data Data analysisanalysis

9.9. MultivariateMultivariate analysisanalysis ofof informationinformation. . DependenceDependence methodsmethods..

10.10. MultivariateMultivariate analysisanalysis ofof informationinformation. . IndependenceIndependence methodsmethods..

11.11. ReportingReporting researchresearch..

InicioInicio

PleasePlease selectselect……


LectureLecture 1.1.TheThe naturenature ofof marketing marketing

researchresearch ..


LearningLearning objetivesobjetives

•• UnderstandigUnderstandig keykey conceptsconcepts..

•• A A surveysurvey ofof thethe marketing marketing researchresearch

processprocess..

•• How How toto locatelocate marketing marketing researchresearch intointo

companiescompanies..


11. . Marketing Marketing informationinformation systemsystem..

2. 2. WhatWhat isis marketing marketing researchresearch ??

3. 3. StagesStages ofof marketing marketing researchresearch

4. Planning marketing 4. Planning marketing researchresearch

5. 5. TheThe marketing marketing researchresearch departmentdepartment andand thethe companycompany

6. 6. SomeSome difficultiesdifficulties forfor adoptingadopting marketing marketing researchresearch

7. 7. InternalInternal oror external marketing external marketing researachresearach

8. 8. GuidelinesGuidelines forfor hiringhiring marketing marketing researchresearch

Tema 1. Tema 1. TheThe naturenature ofof marketing marketing researchresearch

PleasePlease selectselect ……


1.1. TheThe marketing marketing informationinformation systemsystem

A A MIS MIS consistsconsists ofof peoplepeople, , equipmentequipment andand

proceduresprocedures, , toto gathergather, , sortsort, , evaluateevaluate andand

distributedistribute neededneeded, , timelytimely andand accurateaccurate

informationinformation toto marketing marketing decisiondecision

makersmakers..


TheThe MIS MIS keykey informationinformation flowsflows

•• Marketing Marketing intelligenceintelligencesurveyssurveys marketing marketing environmentenvironment: : demographicsdemographics, , economicseconomics, , politicalpolitical, legal, cultural, , legal, cultural, andand technologicaltechnological..

•• InternalInternal recordsrecords: : resultsresultsandand experiencesexperiences withwithcustomerscustomers, , dealersdealers, , supplierssuppliers, , competitorscompetitors, , andandso so onon..

++


MISMIS


2. Marketing 2. Marketing researchresearch definitiondefinition. .

TheThe planning, planning, collectioncollection andand data data analysisanalysis relevantrelevant toto marketing marketing decisiondecision makingmaking andand thethecommunicationcommunication ofof thethe resultsresults totomanagementmanagement..


WhatWhat forfor ??

•• ToTo understandunderstand thethe presentpresent. .

•• ToTo makemake decisionsdecisions..

•• ToTo evaluateevaluate resultsresults


StagesStages

•• EarlyEarly stagestage: : fromfrom originsorigins untiluntil 18601860

•• EarlyEarly developmentdevelopment stagestage: 1860: 1860--19201920

•• BuildingBuilding up up stagestage: 1920: 1920--19601960

•• AnalitycalAnalitycal powerpower stagestage: 1960: 1960--19901990

•• Electronic Electronic stagestage: 1990: 1990--2000 2000

•• EE--stagestage: 2000 : 2000 ……


EarlyEarly stagestage: : …… 18601860

•• GoodsGoods shortageshortage in in thethe marketplacemarketplace..

•• DemandDemand excedsexceds supplysupply..

•• IndifferentiatedIndifferentiated goodsgoods..

•• Low Low qualityquality goodsgoods..

•• UncontrolledUncontrolled technologytechnology..

•• ProductProduct orientationorientation..

•• FirmFirm objetive: objetive: maximummaximum profitprofit..


EarlyEarly stagestage::18601860--19201920

•• SocialismSocialism•• UrbanizationUrbanization•• PlentyPlenty ofof inventionsinventions andand

discoveriesdiscoveries•• NewNew managerialmanagerial developmentsdevelopments•• DemandDemand excedsexceds supplysupply•• ProfitProfit andand productionproduction orientationorientation

in in companiescompanies•• SomeSome companiescompanies are are concernconcern withwith

namingnaming, branding, sales , branding, sales promotionpromotionandand productproduct designdesign..

•• Brand Brand namename effecteffect•• PromotionPromotion effecteffect•• PlacementPlacement; ; newnew storesstores•• CustomerCustomer tipologiestipologies•• DemandDemand forecastingforecasting•• ScalingScaling•• Marketing Marketing researchresearch companiescompanies

are are foundedfounded

Environmental conditions

Usual studies in MKT researchwithin this stage


1.871.87…… 1.971.97……

Fundamentos y Técnicas. 10 ª Ed. I. Grande y E. Abascal19101910

20092009


18701870

20092009


BuildingBuilding up up stagestage: 1920 : 1920 -- 19601960

•• PopulationPopulation growthgrowth

•• MarketsMarkets nearnear saturationsaturationlevelslevels

•• Urban Urban developmentdevelopment

•• TechTech developmentdevelopment

•• Social Social strugglestruggle, WWI, , WWI, WWIIWWII

•• ProductProduct andand sellsell orientationorientation

•• FirmFirm goalgoal; ; profitprofit

•• QuestionnaireQuestionnaire•• SamplingSampling techniquestechniques•• PanelsPanels•• QuantitativeQuantitative andand

qualitativequalitative techniquestechniquesdevelopmentdevelopment

•• Experimental Experimental designdesign

Developments in MKT R

Environmental conditions


AnalitycalAnalitycal powerpower stagestage: 1960 : 1960 -- 19901990

•• AsianAsian economyeconomy emergesemerges•• UnstableUnstable rawraw materialsmaterials pricesprices; ;

petrolpetrol, , copercoper, , alualu……•• PetrolPetrol crisis in 1974crisis in 1974•• StrategicStrategic planning planning developmentdevelopment•• ConsumerismConsumerism•• InformaticsInformatics andand technicaltechnical

developmentdevelopment•• ProfitProfit andand consumerconsumer orientationorientation

•• TelephoneTelephone interviewinterview•• ComputerComputer languageslanguages

developmentdevelopment; Cobol, ; Cobol, FortranFortran7, C+7, C+……

•• Data Data analysisanalysis techniquestechniquesdevelopmentdevelopment

•• NewNew software software developmentdevelopment: : SPSS, SPAD, LISREL, ...SPSS, SPAD, LISREL, ...

•• PC PC priceprice isis nownow affordableaffordable

Environmental conditions Developments in MKT R


Electronic Electronic stagestage: 1990: 1990--20002000

•• ResearchResearch by by usingusing electronicelectronicmethodsmethods: mail : mail questionnairequestionnaire

•• Mayor apreciaciMayor apreciacióón del ann del anáálisis lisis cualitativocualitativo

•• PlentyPlenty ofof secundarysecundary informationinformationsourcessources; ; internetinternet

•• Scanner data Scanner data analysisanalysis•• DatabaseDatabase analysesanalyses in in companiescompanies•• MKT MKT researchresearch integrationintegration in in

managementmanagement

•• PoliticalPolitical systemssystems changeschanges: : thethe ironironcurtaincurtain vanishesvanishes. Soviet . Soviet UnionUnionvanishesvanishes

•• InformaticInformatic andand technicaltechnical developmentdevelopment•• AcceleratedAccelerated developmentdevelopment in in

communicationcommunication ((telextelex, fax, mail), fax, mail)

•• NewNew social social valuesvalues: : ecologyecology, , solidaritysolidarity

•• Social marketing Social marketing orientationorientation in in companiescompanies

Environmental conditionsDevelopments in MKT R


EE--stagestage: 2000 : 2000 ……

•• Internet Internet usageusage increasesincreases

•• Real time Real time informationinformationavalabilityavalability by by meansmeans ofofinternetinternet, celular , celular phonephone, e, e--mailmail……

•• Mail Mail questionairequestionaire

•• ConsumerConsumer researchresearch by by usingusingcookiescookies in in webweb pagespages

•• International International migratorymigratory flowsflows

•• China China economyeconomy growsgrows dramaticallydramatically

•• MiddleMiddle East East revealsreveals highlyhighlyunstableunstable andand dangerousdangerous

•• International International terrorismterrorism growsgrows

•• EU EU enlargmentenlargment: 27 : 27 countriescountries in in 20092009

Environmental conditions Developments in MKT R


TheThe futurefuture ofof thethe marketing marketing researchresearch•• ConventionalConventional marketsmarkets growthgrowth

deceleratesdecelerates..

•• NewNew productproduct lifelife cyclescycles are are shorteningshortening..

•• NewNew productproduct failurefailure consequencesconsequenceswillwill be more be more criticalcritical thanthan todaytoday..

•• CompaniesCompanies are are expectedexpected toto reactreactfastfast againstagainst competitorscompetitors..

•• MarketsMarkets tendtend toto fragmentationfragmentation..

•• PlentifulPlentiful scanner data are scanner data are nownowavailableavailable forfor computercomputer processingprocessing


4. Planning marketing 4. Planning marketing researchresearch: : sequencesequence ofof stepssteps


FormulateFormulate thethe problemproblem

•• IdentifyIdentify whatwhat happenshappens. .

•• Be Be suresure thatthat thethe currentcurrent situationsituation isis notnot thethe

consequenceconsequence ofof wrongwrong managementmanagement practicespractices: :

forfor exampleexample Coca Cola, AEG, Coca Cola, AEG, andand Kodak.Kodak.


TryTry toto explainexplain thethe problemproblem. How ?. How ?

••AnalyzeAnalyze thethe environmentenvironment..

••SearchSearch forfor secundarysecundary informationinformation

•• Exchange Exchange judgesjudges..

••AskAsk thethe expertsexperts forfor helphelp..

•• Use Use theoriestheories..

••FormulateFormulate hypotheseshypotheses..


TheThe marketing marketing researchresearch teamteam

•• UpperUpper managersmanagers; ; theythey identifyidentifyproblemsproblems, set , set goalsgoals, monitor , monitor thetheresearchresearch

•• MiddleMiddle levellevel managersmanagers; ; theythey gogohandhand in in handhand upperupper managers, managers, helphelpin in goalsgoals settingsetting, , collectcollect informationinformationandand actact as as liasonliason officersofficers((coordinatorscoordinators))

•• ResearchersResearchers; ; theythey set set goalsgoals, , collectcollect andand analyzeanalyze informationinformation, , reportreport findingfinding andand proposepropose actionsactions..


ObjectivesObjectives settingsetting

••DirectDirect methodmethod: : askask youryour clientclientwhatwhat theythey wantwant oror needneed..

••IndirectIndirect methodmethod; ; askask thethe clientclientwhatwhat sortsort ofof decisionsdecisions willwill taketake witwitthethe providedprovided informationinformation..

•• MixedMixed methodmethod; a ; a combiantioncombiantion ofofbothboth methodsmethods..


andand in in additionaddition ……

•• InformInform withinwithin thethe companycompanyaboutabout thethe researchresearch projectproject, , consultconsult withwith potentiallypotentiallybeneficiariesbeneficiaries oror incumbentsincumbents..

•• ResearchResearch processprocess mustmust be open be open forfor everyoneeveryone toto collectcollect ideas ideas forfor a a betterbetter performance.performance.


SomeSome conflictsconflicts amongamong managers managers andandresearchesresearches whenwhen goalsgoals settingssettings

•• AttitudesAttitudes towardstowards knowledgeknowledge..•• PeoplePeople roles roles withinwithin thethe companycompany..•• IndividualsIndividuals skillsskills..•• PositionPosition withinwithin thethe organigramorganigram..•• Final use Final use ofof thethe researchresearch..


ResearchResearch designdesign

WhatWhat isis thisthis researchresearch forfor ....?....?

•• ForFor a a betterbetterunderstandingunderstanding ofof a a situationsituation oror problemproblem ??

•• ForFor marketing marketing decisiondecisionmakingmaking ??


TypeType ofof researchresearch

ExploratoryExploratory researchresearch ConclusiveConclusive researchresearch

DescriptiveDescriptive CausalCausal

Cross Cross sectionsection studiesstudies

StaticStatic samplesample Panel dataPanel data

Longitudinal Longitudinal studiesstudies

StaticStatic samplesample Panel dataPanel data


ResarchResarch goalgoal, , somesome examplsexampls. Ejemplos . Ejemplos ……

•• ConceptConcept definitiondefinition•• ToTo understandunderstandproblemsproblems oror situationssituations

•• ““Tirar del hiloTirar del hilo”” ……•• ToTo collectcollect somesomeinformationinformation toto startstartthethe researchresearch..

•• DepictDepict groupsgroups..•• ImageImage studiesstudies..•• SwotSwot analysisanalysis..•• MarketMarketsegmentationsegmentation..

•• MaketingMaketing mix mix decisionsdecisions..

•• ToTo know know resultsresults ororconsequencesconsequences..

DescriptivesExploratory


MainMain diferencesdiferences betweenbetween exploratoryexploratoryandand conclusiveconclusive researchresearch


GoalsGoals settingsettingExploratoryExploratory ConclusiveConclusive

•• ResearchResearch objetive objetive isis

generallygenerally vague.vague.

•• MainMain objetive objetive isis

generallygenerally toto gathergather

somesome initialinitial knowledgeknowledge toto

understandunderstand a a problemproblem..

•• ResearchResearch objectivesobjectives can can

be be redefinedredefined..

•• Objetives Objetives veryvery wellwelldefineddefined andand marketing marketing orientedoriented..

•• ResearchResearch objectiveobjective do do notnot changechange..


InformationInformation definitiondefinition de informacide informacióónn

ExploratoryExploratory ConclusiveConclusive

•• Vague.Vague.

•• FrequentlyFrequently changeablechangeable..

•• PrecisnessPrecisness defineddefined..•• UnchangeableUnchangeable..


SamplesSamples


•• SmallSmall samplessamples..

•• SimplySimply selectedselected..

•• NotNot ramdonlyramdonly selectedselected..

•• NotNot representativerepresentative..

•• ResultsResults afterafter thethe analysesanalyses

are are notnot inferableinferable..

•• SamplesSamples are are largelarge..

•• SelectionSelection isis complexcomplex..

•• SamplesSamples are are randomrandom..

•• TheyThey representrepresent thethe

populationpopulation

•• ResultsResults are be are be

inferableinferable..


Data Data analysesanalyses techniquestechniques


•• RarelyRarely usedused..

•• TheyThey are are qualitativequalitative..

•• TheyThey are are naivenaive..

•• FrequentlyFrequently usedused..

•• TheyThey are are quantitativequantitative..

•• TheyThey are are complexcomplex..


ResultsResults andand insightsinsights


•• IllustrativeIllustrative

•• ResultsResults are are nornor inferableinferable

•• ConclusiveConclusive..

•• ResultsResults are are inferableinferable..


ResearchResearch usefulnessusefulness


•• ToTo collectcollect initialinitialinformationinformation forfor planning planning a a conclusiveconclusive researchresearch

•• Marketing Marketing decisiondecisionmakingmaking

•• ResultsResults assessmentassessment..


2. 2. SearchSearch informationinformation: : primaryprimary o o secundarysecundary datadata

•• SecundarySecundary datadata isis thetheexistingexisting informationinformation whenwhen a a marketing marketing researchresearch isis stillstill in in outlineoutline stagestage. In . In otherother wordswords, , itit isis thethe existingexisting informationinformationat a at a momentmoment..

•• PrimaryPrimary data data do do notnot existexist andandmustmust be be createdcreated specificallyspecificallytoto conductconduct a marketing a marketing researchresearch..


Data Data mustmust be be ……

•• UpdatedUpdated

•• AvailableAvailable

•• AccurateAccurate

•• RelevantRelevant


3. 3. SampleSample planningplanning ……

•• EconomyEconomy..

•• SpeednessSpeedness..

•• AccuracyAccuracy..

•• Simplicity.Simplicity.

•• CommonCommon sensesense..


4. Data 4. Data analysisanalysis planningplanning

•• NaiveNaive methodsmethods; ; univariateunivariate andandbivariatebivariate analysesanalyses..

•• MultivariateMultivariate methodsmethods::

••Factor Factor analysisanalysis..••CorrespondanceCorrespondance analysisanalysis..•• Cluster Cluster andand otherother techniquestechniques..


5. 5. ResearchResearch budgetbudget

How How muchmuch costcost thetheresearchresearch ? ...? ...

•• Budget time.Budget time.

•• Budget Budget otherother expenses.expenses.


6. 6. TakeTake thethe decisiondecision

SomeSome criteriacriteria are ...are ...

•• SaveSave moneymoney..•• ProfitabiltyProfitabilty•• Net Net presentpresent valuevalue..


7. 7. UndertakeUndertake, , gogo onon……

•• CollectCollect data.data.•• SelectSelect data.data.•• ValuateValuate data.data.•• AnalyzeAnalyze data.data.•• GetGet resultsresults..•• GetGet conclusionsconclusions. . •• MakeMake suggestionssuggestions..


8. 8. ReportReport thethe researchresearch

•• ExplainExplain thethe underlayingunderlaying problemproblem ofofthethe researchresearch andand itsits objetives.objetives.

•• JustifyJustify thethe methodologymethodology..

•• ExplainExplain thethe resultsresults, , conclusionsconclusions andandsugestionssugestions..


9. 9. ResearchResearch monitoringmonitoring..

Monitor Monitor thethe methodologymethodologyfollowedfollowed andand thethe usefulnessusefulness ofofthethe reseachreseach ……

•• Check Check listlist;; evaluatesevaluates thethemethodologymethodology as as thethe researchresearch isis in in progressprogress..

•• ExecutivesExecutives boardboard; ; eveluateseveluates thetheusefulnessusefulness ofof thethe researchresearch forformanagerialmanagerial improvementimprovement. .


ManagerManager

MarketingMarketing ProductionProduction FinanceFinance Human Human resourcesresources

Marketing Marketing researchresearch

ConflictConflict

Marketing Marketing researchresearchdepartmentdepartment wrongwronglocationlocation withinwithin thethecompanycompany´́ss organigramorganigram


ManagerManager

MarketingMarketing ProductionProduction FinanceFinance Human Human resourcesresources

Marketing Marketing reseachreseachNo No problemproblem

Marketing Marketing researchresearchdepartmentdepartment rightrightlocationlocation withinwithin thethecompanycompany´́ss organigramorganigram


6. 6. SomeSome obstaclesobstacles forfor marketing marketing researchresearch

adoptionadoption in in companiescompanies..

•• DificultiesDificulties ofof comprenhesivenesscomprenhesiveness amongamongpersonspersons..

•• InappropriateInappropriate organigramorganigram..•• BadBad pastpast experiencesexperiences in marketing in marketing researchresearch..•• LackLack ofof confidenceconfidence onon quantitativequantitative tecniquestecniques..•• NegativeNegative attitudesattitudes towardstowards marketing marketing researchresearch;; somesome peoplepeople can can thinkthink theythey are are beeingbeeing investigatedinvestigated, , dailydaily concernsconcerns, , mistrustmistrustaboutabout thethe ethicsethics ofof thethe researchersresearchers, , anan so so onon..


77. . SomeSome aspectsaspects toto taketake intointo considerationconsideration forforchoosingchoosing betweenbetween internalinternal oror external external researchresearch

1.1. ResearchResearch costcost fromfrom a a broadbroad scopescope;; time, time, moneymoney, , effortsefforts..

2.2. EmployeesEmployees CurrentCurrent labourlabour availabilityavailability..3.3. ResearcherResearcher profileprofile..

•• ExperienceExperience..•• SkillsSkills andand competencecompetence..•• PrestigePrestige oror reputationreputation, , goodgood namename..

4.4. LackLack ofof biasbias, , impartiallityimpartiallity ofof thethe researcherresearcher..


How How toto getget guidanceguidance in in SpainSpain ? ? …… Aneimo Aneimo andand AedemoAedemo



SomeSome budgetsbudgets in marketing in marketing researchresearch……











8. 8. HiringHiring marketing marketing researchresearch. . ESOMAR/AEDEMO ESOMAR/AEDEMO guidelinesguidelines

•• Broad Broad guidelinesguidelines..•• Particular Particular guidelinesguidelines..


Broad Broad guidelinesguidelines

•• ExplainExplain thethe problemproblem..•• Set Set thethe goalsgoals..•• ProvideProvide basicbasic informationinformation..•• Do Do notnot unveilunveil otherother offersoffers..•• DetailDetail technicaltechnical aspectsaspects..•• DetailDetail thethe budgetbudget andand paymentpayment methodmethod..•• Schedule Schedule thethe reserachreserach..•• IdentifyIdentify speakersspeakers..•• WriteWrite a a contractcontract..


SpecificSpecific guidelinesguidelines

•• SamplingSampling..•• Data.Data.•• Data Data analysesanalyses andand reportsreports..•• Budget Budget andand legal legal effectseffects..

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Lecture 1 Marketing Research Nature