Chapter Copyright © 2009 by Nelson Education Limited. MARKETING RESEARCH 4 4-1 Prepared by Simon Hudson, Haskayne School of Business University of Calgary

Copyright © 2009 by Nelson Education Limited.

Chapter

MARKETING RESEARCH

4

4-1

Prepared by

Simon Hudson, Haskayne School of BusinessSimon Hudson, Haskayne School of Business

University of CalgaryUniversity of Calgary

andand

Marion Joppe, University of GuelphMarion Joppe, University of Guelph


Chapter

Topics

• the meaning of marketing research• types of applied marketing research• key stages in the marketing research

process• relative merits of the various

methodologies• how marketing research can be used

for effective decision making

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Chapter

MIS and Marketing Research

• Marketing Information System (MIS)Marketing Information System (MIS)– the way in which an organization gathers,

uses, and disseminates its research in the marketing context

• Marketing ResearchMarketing Research

– the systematic and objective search for and analysis of information relevant to the identification and solution of any problem in the field of marketing

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Chapter

Research on Consumers

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Chapter 4Marketing Research

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Research on Products and Servicesand on Pricing

Table 4.1


Chapter

Research on Place and Distributionand on Promotion

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Chapter

Table 4.1 Research on Competitionand on the Operating Environment

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Chapter

Table 4.1Research on a Destination

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Chapter

Consumer Research and Competitor Intelligence

• Consumer researchConsumer research– one type of applied research that focuses

on the consumer

• Competitor intelligenceCompetitor intelligence– keeping track of competition by having a

clear understanding of who the competition is and knowing how the company is doing in comparison to the competitors

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Chapter 4Marketing Research

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Examples of Tourism and Hospitality Publications

Table 4.2


Chapter

The Ideal Travel Brand and the Travel Brand Today

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Chapter

Stages in the Research Process

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Chapter

Research Methodology

Two key decisions:

1. Primary versus secondary data– Secondary data is data that already exists

• internal sources eg. Sales figures• external sources eg. Publications, Internet

– Primary data• collecting new information where the

researcher is the primary user

2. Qualitative versus quantitative research

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Chapter

Qualitative versus Quantitative Research

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Chapter

• Qualitative Research TechniquesQualitative Research Techniques– Unstructured

• participative observation, for example, mystery shopping

– Structured• projection techniques• focus groups

• in-depth interviews

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Qualitative Techniques


Chapter

Quantitative Techniques

• Quantitative Research TechniquesQuantitative Research Techniques– usually based on ‘structured’

questionnaires – method includes factual surveys, opinion

surveys, or interpretive surveys, all of which can be conducted by personal interview, post, telephone or electronically

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Chapter

Structured Research

• Repertory Grid TechniqueRepertory Grid Technique– requires respondents to select from a

group of three items– object is to elicit the basis of comparison

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Chapter

Structured Research

• Projection TechniqueProjection Technique– “what if?” technique– get subjects to respond to hypothetical, or

projected, situations– For example, subjects might be asked to

indicate how they would spend a particular sum of money if given a free choice

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Chapter

Structured Research

• Focus GroupFocus Group– interviewing people in a group – popular market research technique– interviewer (facilitator) of a discussion to obtain

representative views of a wider population– homogeneous in nature and usually comprises 8

to 10 people

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Chapter

Structured Research

• Virtual focus groupsVirtual focus groups – online “chat” sessions in which a limited number

of pre-recruited respondents participate in a guided discussion

– brings together participants from virtually anywhere to discuss a client issue, activities, and experiences, or provide feedback on products

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Chapter

Structured Research

• Virtual focus groupsVirtual focus groups – online “chat” sessions in which a limited number

of pre-recruited respondents participate in a guided discussion

– brings together participants from virtually anywhere to discuss a client issue, activities, and experiences, or provide feedback on products

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Chapter

Structured Research

• In-depth interviewIn-depth interview – can last 45 to 60 minutes and used for

three main reasons:• where the limited number of subjects renders

quantitative methods inappropriate

• when information obtained from each subject is expected to vary considerably

• to explore a topic in the preliminary stages of planning a more formal questionnaire-based survey

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Chapter

Survey Method

• Factual SurveyFactual Survey– the respondent is asked to state certain

facts such as age or number of children

• Opinion SurveyOpinion Survey– the respondent is asked to express an

opinion or make an evaluation or appraisal

• Interpretive SurveyInterpretive Survey– the respondent acts as an interpreter as

well as a reporter

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Chapter

Benchmarking

• A management technique that allows companies to compare how well they are performing relative to their competitors

– limited application within tourism and hospitality industries has been confined mainly to hotels

– initiatives might include collecting guest satisfaction scores.

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Chapter

Sampling

• Sample selection process:

1. Define the population

2. Specify the sample frame

3. Select the sampling method

4. Determine the sample size

5. Draw the sample and collect the data

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Chapter

Research Problem Areas

• Lack of qualitative information• Improper use of sophisticated statistical

analysis• Sample is not representative of the

population• Problems with interpretation• Failing to look at segments within a sample• Making assumptions

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Chapter

Effective Use of Research in Decision Making

• Success is based on three things:1. Sufficient resources must be allocated to do the

job properly, both in terms of time and money.

2. Managers must be willing to believe the results of the research when they become available, even if they conflict with the management’s own preconceived views.

3. The results should be used. All too frequently, research is commissioned in order to avoid taking an immediate decision

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Documents

Chapter Copyright © 2009 by Nelson Education Limited. MARKETING RESEARCH 4 4-1 Prepared by Simon Hudson, Haskayne School of Business University of Calgary