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

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Marketing ResearchMarketing ResearchIs the systematic and objective search for Is the systematic and objective search for

information and analysis of this information information and analysis of this information with a view of solving the problems related with a view of solving the problems related

to marketingto marketing

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Marketing Research Vs Marketing Marketing Research Vs Marketing IntelligenceIntelligence

Project based on information gapOutsourced to MR companiesAction oriented

Very specific answers to questionsFocus on consumers, influencers

Ongoing process

Usually done in house

Not meant for immediate actionGeneral purpose

Focus on competition, environment

Marketing ResearchMarketing Intelligence

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Marketing Research Marketing Research Marketing research is the function that links Marketing research is the function that links

an organization to it’s market through the an organization to it’s market through the

gathering of information. It aids ingathering of information. It aids in Identification of market driven Identification of market driven

opportunities and problemsopportunities and problems Generation, refinement and evaluation of Generation, refinement and evaluation of

marketing actionsmarketing actions Monitoring of marketing performance and Monitoring of marketing performance and

improved understanding of marketing as a improved understanding of marketing as a processprocess

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Typical Applications of Marketing Typical Applications of Marketing ResearchResearch

Demand ForecastingDemand ForecastingSales ForecastingSales ForecastingSegmentation StudiesSegmentation StudiesIdentification of target markets Identification of target markets Positioning strategies Positioning strategies identificationidentification

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Typical Applications of Marketing Typical Applications of Marketing ResearchResearch

Product testingProduct testingPricing researchPricing researchAdvertising researchAdvertising researchPromotional researchPromotional researchDistribution and logistics related Distribution and logistics related researchresearch

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Some examples….Some examples….

A study of consumer buying A study of consumer buying habits for detergents – habits for detergents –

Frequency, pack size, effect of Frequency, pack size, effect of promotions, brand loyalty etc.promotions, brand loyalty etc.

To find out the potential demand To find out the potential demand for ready to eat chapattis in for ready to eat chapattis in MumbaiMumbai

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Some examples….Some examples….

To determine which of three To determine which of three ingredients – tulsi, coconut oil or ingredients – tulsi, coconut oil or neem, the consumer would like to neem, the consumer would like to have in a toilet soaphave in a toilet soap

To find out the effectiveness of the To find out the effectiveness of the advertising campaign for a car advertising campaign for a car brandbrand

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Marketing ReasearchMarketing Reasearch

Target market analysisTarget market analysisNew – product opportunitiesNew – product opportunitiesUser profiles, usage patternsUser profiles, usage patterns

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Marketing ResearchMarketing Research

PositioningPositioningPerceptual mappingPerceptual mapping

New product planningNew product planningConcept testingConcept testingProduct testingProduct testingTest marketingTest marketing

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Product ResearchProduct ResearchPackagingPackagingCustomer satisfaction studiesCustomer satisfaction studiesService quality studieService quality studie

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Pricing ResearchPricing ResearchHow large is the demand How large is the demand potentialpotential

How sensitive is demand to How sensitive is demand to changes in price levelschanges in price levels

What are the sales forecasts at What are the sales forecasts at various price levelsvarious price levels

Price framing Price framing

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Distribution ResearchDistribution ResearchCycle time researchCycle time research

Delivery expense studiesDelivery expense studiesDelivery systems studiesDelivery systems studies

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Retailing researchRetailing researchTrade area analysisTrade area analysisStore image perception studiesStore image perception studiesLocation analysisLocation analysisIn-store traffic pattern studiesIn-store traffic pattern studies

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Advertising ResearchAdvertising ResearchCopy Testing – Advertising Copy Testing – Advertising effectiveness studyeffectiveness studyBrand awarenessBrand awarenessBrand recallBrand recallCopy recallCopy recallRecall of different parts of the Recall of different parts of the advertisementadvertisement

Tracking studiesTracking studies

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Advertising ResearchAdvertising Research MediaMedia

Viewership research: AC Nielsen, Viewership research: AC Nielsen, ORG-MARG, IMRBORG-MARG, IMRB

Readership studies – Audit Bureau of Readership studies – Audit Bureau of Circulation (ABC)Circulation (ABC)

Demographic and psychographic Demographic and psychographic details of the people reached by these details of the people reached by these media.media.

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When to do Marketing Research ?When to do Marketing Research ?

There is an information gap which There is an information gap which can be filled by doing research can be filled by doing research

The cost of filling the gap through The cost of filling the gap through MR is less than the cost of taking a MR is less than the cost of taking a wrong decisionwrong decision

The time taken by the research is The time taken by the research is viable and not beyond reasonable viable and not beyond reasonable limits.limits.

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Emerging trends in Marketing Emerging trends in Marketing ResearchResearch

An increased emphasis on secondary An increased emphasis on secondary data collection methodsdata collection methods

A movement towards technology A movement towards technology related data managementrelated data management

An increased use of computers for An increased use of computers for information acquisition and retrievalinformation acquisition and retrieval

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Emerging trends in Marketing Emerging trends in Marketing ResearchResearch

A broader international client baseA broader international client base A movement away from pure data A movement away from pure data

analysis and towards data analysis and towards data interpretation / information interpretation / information management environmentmanagement environment

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Marketing Research Process – An Marketing Research Process – An OverviewOverview

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 presentationMarketing Action

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.

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.

Marketing information systems

(MIS)

Effective systems of organising, structuring and managing the storage, access and dissemination of market research data.

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.

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.

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.

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.

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

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

The Marketing Research ProcessStep 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

The Marketing Research ProcessStep 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

The Marketing Research ProcessStep 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.

The Marketing Research ProcessStep 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

The Marketing Research ProcessStep 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

The Marketing Research ProcessStep 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

The Marketing Research ProcessStep 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 the client.

Documents

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