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On Wednesday, March 2, 2011, Michael A. Meczka, President of Meczka Marketing/Research/Consulting, Inc., spoke to my UCSB Extension class "Marketing Research and Strategic Applications (BUSAD X409.25). His presentation provided an extensive overview of all facets of marketing research, including personal examples and stories from Mr. Meczka's more than 30 years in the industry. For more about Meczka Marketing/Research/Consulting, Inc. please visit http://www.mmrcinc.com and for more about my UCSB Extension classes please visit http://ucsb.generative.com.
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Marketing Research &Strategic Applications
March 2, 2011
Prepared by Meczka Marketing/Research Consulting, Inc.
Marketing Research & Strategic ApplicationsMarch 2, 20112
Marketing Research
A process of obtaining informationconcerning customer’s attitudes or behavior
toward concepts, products, or services
to support marketing.
What better way to learn, than to ask and listen?
Marketing Research & Strategic ApplicationsMarch 2, 20113
Business Does Not Know Its Customers. That’s Why We Better Listen!
Never have so many, spent so much time and money to understand so little about their core customer.
“Half of my marketing dollars are wasted. I just don’t know which half.”
Compound this with half of the advertising dollars wasted, maybe ¼ efficiency?
Marketing Research & Strategic ApplicationsMarch 2, 20114
Efficiency of Advertising/Marketing Spend
Efficie ncy?25%
M arke ting D ollars Was te d
25%
Adve rtis ing D ollars Was te d
50%
Marketing Research & Strategic ApplicationsMarch 2, 20115
K I S S
Marketing Research is not “survey says”. Keep It Simple and Straightforward. Cost effective research mandates a direct no frills
questioning sequence. Define exactly what needs to be learned to aid in
the decision process or meet the objective.
Marketing Research & Strategic ApplicationsMarch 2, 20116
Marketing Research Procedures/Strategy
Define Decisions to be made Information required Analysis required Decision criteria Appropriate methodology Appropriate sample Implement Analyze Report Review
Marketing Research & Strategic ApplicationsMarch 2, 20117
Two Types of Marketing Research
1. PRIMARY RESEARCH – Do It Yourself
2. SECONDARY RESEARCH – Somebody already did it
Marketing Research & Strategic ApplicationsMarch 2, 20118
Two Types of Marketing Research
1. PRIMARY RESEARCH – Do It Yourself
• Conducted for the proprietary, sole, exclusive use of an organization
• Developed to meet the specific needs of the entity for which the research is conducted
• The information obtained generally becomes the sole, exclusive property of the client sponsoring the primary research
Marketing Research & Strategic ApplicationsMarch 2, 20119
Two Types of Marketing Research
2. SECONDARY RESEARCH – Somebody already did it
Information that is available to the general public for a very nominal cost, if any.
Examples – Trades association data, census data, share of market data, internet, government
Once in the public domain, primary research becomes secondary research.
Marketing Research & Strategic ApplicationsMarch 2, 201110
Cost Effective Research Requires Standardization
Construct the questionnaire and ask questions in a consistent, accepted, easily understood format.
Virtually all questions are in the public domain. Virtually all scales are in the public domain. Virtually all analytical methods are in the public
domain. Utilize what is known, proven and accepted as the
standard.
Marketing Research & Strategic ApplicationsMarch 2, 201111
Cost Effective Research Uses Available Data and Resources
Awareness of available secondary public domain data will aid in controlling research cost.
Awareness of existing for-purchase data will also aid in controlling research cost.
Only conduct primary research after exhausting all existing available data.
Marketing Research & Strategic ApplicationsMarch 2, 201112
Two Types of Primary Research
1. QUALITATIVE
2. QUANTITATIVE
Marketing Research & Strategic ApplicationsMarch 2, 201113
I. QUALITATIVEListen Talk Learn
No empirical measurement Smaller sample size Can not be projected Discussion guide Feelings/subjective
Qualitative Research
Marketing Research & Strategic ApplicationsMarch 2, 201114
Qualitative ResearchListen, Talk, and Learn
Focus groupso (General Market)
Motivation researcho (What are the “hot” buttons?)
Depth interviews, 1-on-1’s, Dyads, Triadso (What is the primary motivator?)
Blue Ribbon Panelso (Best Customers)
Marketing Research & Strategic ApplicationsMarch 2, 201115
Qualitative Research
Four common elements of qualitative research
1. Multiple respondents performing together
2. Interaction of participants
3. Presence of a moderator
4. Discussion outline
Marketing Research & Strategic ApplicationsMarch 2, 201116
Uses For Qualitative Research
1. To generate hypotheses that can be further tested quantitatively.
2. To generate information helpful in structuring consumer questionnaires.
3. To provide overall background information on a product category.
4. To get impressions on new product concepts for which there is little information available.
Marketing Research & Strategic ApplicationsMarch 2, 201117
Uses For Qualitative Research
5. To stimulate new ideas about older products.
6. To generate ideas for new creative concepts.
7. To interpret previously obtained quantitative results.
Marketing Research & Strategic ApplicationsMarch 2, 201118
II. QUANTITATIVEAsk, Listen, Count, Learn Empirical evaluations of attitudes, behavior,
performance, activities Developed from a sample that is representative
of a larger universe If sampled correctly, quantitative results can be
projected to the respective universe from which the sample was drawn
Structured questionnaire Number oriented
Quantitative Research
Marketing Research & Strategic ApplicationsMarch 2, 201119
Quantitative ResearchAsk, Listen, Count, and Learn
• Behavioral studiesWhy do they come to my store?
• Attitudinal studiesWhat do they like about my store?
• Advertising copy researchDoes my advertising communicate what is in my store?
Marketing Research & Strategic ApplicationsMarch 2, 201120
Quantitative ResearchAsk, Listen, Count, and Learn
• Product testingDoes the new concept/idea/product meet the needs of the intended user?
• Show TestingWhat types of items do they seek/prefer?
• Life-style researchWill they change trips to mid week from weekend?
Marketing Research & Strategic ApplicationsMarch 2, 201121
Examples of Quantitative Research
Mail SurveysTelephone Surveys
Self Administered SurveysPersonal Interviews
E-Mail InterviewsInternet Interviews
Personal Intercept with Telephone CallbackComment Cards
Marketing Research & Strategic ApplicationsMarch 2, 201122
Comparison of Data Collection Methods
Personal Telephone Mail Internet
Collection Cost High MediumLow Very Low
Time Required MediumLow High Very Low
Budget Required Small MediumLarge Very Low
Data Quantity Per Respondent High MediumLow Low to Med
Reaches Wide Sample No Maybe Yes Yes
Reaches Special Location Yes Maybe No Yes
Marketing Research & Strategic ApplicationsMarch 2, 201123
Relative Cost Index
1
8
16
24
0
5
10
15
20
25
Internet Mail Telephone Personal
Marketing Research & Strategic ApplicationsMarch 2, 201124
Comparison of Data Collection Methods
Personal Telephone Mail Internet
Interaction/Respondents Yes Yes No Possible
Interviewer Bias High MediumNone None
Non-response Bias Low Low High High
Sample Size Bias Low MediumHigh High
Visual Stimuli Yes No Maybe Maybe
Interviewer Training Yes Yes No Maybe
Marketing Research & Strategic ApplicationsMarch 2, 201125
Pareto Principle Applies
Marketing Research & Strategic ApplicationsMarch 2, 201126
% of Tracked Play Accounted For by % of Members
1%
13%
1%
24%
3%
38%
4%
46%
7%
59%
14%
76%86%
24%
0%
20%
40%
60%
80%
100%
104 + 76 - 103 50 - 75 40 - 49 26 - 39 12 - 25 Le ss than12
% of Customers % Tracked
Visits Per Year
Marketing Research & Strategic ApplicationsMarch 2, 201127
% of Tracked Play Accounted For by % of Members
14%
76%
86%
24%
0%
20%
40%
60%
80%
100%
12 or M ore Le ss than 12
% of Customers % Tracked
Visits Per Year
Marketing Research & Strategic ApplicationsMarch 2, 201128
Beware of Biases That May Void All Research
Method selection Question design Non response Interviewer Order Sampling Analytical Reporting
Marketing Research & Strategic ApplicationsMarch 2, 201129
A Question on One TopicStructured Four Different Ways
OPEN-ENDEDWho would you like to see elected Governor in this year's election?
CLOSE-ENDED RATINGHow well do you think each of these candidates would perform if elected Governor? 1. Meczka Poor Fair Good Excellent2. Gilbert Poor Fair Good Excellent3. Smith Poor Fair Good Excellent4. Jones Poor Fair Good Excellent
Marketing Research & Strategic ApplicationsMarch 2, 201130
CLOSE-ENDED WITH UNORDERED RESPONSE CHOICES Which of these four candidates would you most like to see elected Governor? (CIRCLE YOUR ANSWER.)
MECZKAGILBERTSMITHJONES
PARTIALLY CLOSE-ENDED
Who would you like to see elected Governor? (CIRCLE NUMBER OF YOUR ANSWER.) 1 MECZKA2 GILBERT3 SMITH 4 JONES5 OTHER (PLEASE SPECIFY) _________________
A Question on One TopicStructured Four Different Ways
Marketing Research & Strategic ApplicationsMarch 2, 201131
Attitude Scales
Thurstone• Respondents mark all statements with which they agree.
Likert-type• 1 2 3 4 5
Strongly StronglyDisagree Disagree Undecided Agree Agree
Guttman (Forced choice)• I would rather eat pizza than sushi. Yes ( ) No ( )
Semantic Differential• Uses a pair of extreme adjectives.
For me __________Not for me For families______ Not for families
Marketing Research & Strategic ApplicationsMarch 2, 201132
Basic Report /The Executive Overview
What We Were Trying To Learn
What We Did
What We found
What We Recommend
Marketing Research & Strategic ApplicationsMarch 2, 201133
Too Little Knowledge is Dangerous
Research done incorrectly with too small samples or bias responses will lead to erroneous
conclusions.
It is better not to do anything and guess than to initiate and implement an incorrect research plan.