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Definition of Marketing Research
The systematic and objective identification, collection, analysis and reporting of information for the purpose of assisting management in decisions relating to the identification and solution of problems and opportunities in marketing.
Goal of Marketing Research
To provide:
relevant
accurate
valid
and timely
information to facilitate marketing decision making.
Research May Not Be Advisable
• the information exists already
• research is used to justify a prior decision
• research would alter competition
• time is the enemy
• the budget is inadequate
• the problem is vague or unclear
• the research is not technically feasible
The Research Process
Problem Definition
Develop an Approach to the Problem
Formulate Research design
Fieldwork/Data Collection
Data Preparation & Analysis
Report Preparation & Presentation
Feedback
A Classification of Marketing Research
Marketing Research
Problem Identification
Research
Problem Solving Research
•Market Potential Research•Market Share Research•Image Research•Market Characteristics •Sales Analysis Research
•Segmentation Research•Product Research•Pricing Research•Promotion Research•Distribution Research
Decision and Research Problems
• Develop package for new product
• Increase repeat buying behaviour
• Introduce new product
• Evaluate effectiveness of various designs
• Assess current repeat buying patterns
• Design test market
Proper Definition of the Research Problem
Marketing Research Problem
Broad Statement
Specific Components
The Problem Definition Process
Tasks Involved
Environmental Context of the problem
Problem Definition
Discussions with
Decision Makers
Interviews With
Experts
Secondary Data
Analysis
Qualitative Research
Management Decision Problem
Marketing Research Problem
Problem Definition
• What decisions will be made on the basis of this study?
• How will research influence these decisions?• What is the most (least) desirable outcome of the
research? Why?• What information will make a difference in the
decision?• Why not make a decision on the basis of sound
judgement?
A Classification of Marketing Research Designs
Research Design
Exploratory Research Design Conclusive Research Design
Descriptive Research Causal Research
Cross-Sectional Design Longitudinal Design
A Comparison of Basic Research Designs
Objective:
Characteristics:
Methods:
Discovery of ideas
Flexible, versatile.
Front end research.
Secondary data
Describes market characteristics
Prior formulation of hypothesis. Planned, structured design
Surveys
Exploratory Descriptive Causal
Determine cause and effect
Manipulate independent variables. Control of other variables.
Experiments
Differences Between Exploratory and Conclusive Research
Objective:
Characteristics:
Findings:
Outcome:
To provide insights, understandings.
Information needed defined loosely.
Research process flexible/unstructured.
Sample is small and nonrepresentative.
Analysis of primary data is qualitative.
Tentative.
Followed by conclusive research.
Test hypothesis/examine relationships.
Information needed is clearly defined.
Research process is formal and structured.
Sample is large and representative.
Data Analysis is quantitative.
Conclusive.
Findings input into decision making.
Exploratory Conclusive
A Classification of Marketing Research DataMarketing
Research Data
Secondary Data
Primary Data
Qualitative Data
Quantitative Data
Descriptive Causal
Survey Data Observational & Other Data
Experimental Data
Marketing Research Suppliers and Services
Research Suppliers
SyndicatedServices
CustomizedServices
FieldServices
Coding andData EntryServices
Data AnalysisServices
Internal External
Full Service Limited Service
The Marketing Research Process:
An Exemplar
Background to Research Project
• Retail Location (micro-scale)
• Pre-purchase Information Seeking
• Marketing Research Methodology
Research Objectives
• Unobtrusive Observation
• Face-to-face Interviews
• Retailer Survey
Methodological Matters
• Ethics?
• Choice of Location?
• Observation Possible?
• Interview Possible?
• Sampling Procedure?
Layout of Abbeycentre
Response
Total Observed = 250
Refusal = 28
Lost = 12
Staff = 8
Other = 13
Total Non-response = 61
Response Rate = 75.6%
Observation Response Rate = 86.9%
Retailer Response Rate = 100.0%
Findings
• Shopper Recall
• Retailer Perceptions
• Shopper Behaviour
Shopper Recall
• 40% of interviewees has total recall of shops visited
• 62% of total shops visited recalled by interviewees
• Exaggeration of time spent in centre
Retailer Perceptions
• Time Expended
• Sex
• Percentage Purchase
Layout of Abbeycentre
Shopper Circulation
• Limited in Extent
• Variation in Intensity
• Problem Area Identification
Shopper Circulation Behaviour
Mall Section
Pass Ratio1
Pass-Enter Ratio2
Pass-Buy Ratio3
1. 0.55 0.76 0.51 2. 0.63 0.42 0.20 3. 0.61 0.75 0.53 4. 0.89 N/A N/A 5. 0.58 0.98 0.88 6. 0.73 0.61 0.47 7. 0.73 0.54 0.17 8. 0.53 0.98 0.62
1. The proportion of shopping groups passing through mall2. Shop entrants as a proportion of passers-by3. Purchasers as a proportion of passers-by
Shopper Circulation & Problem Areas
Compatibility Tables
Shop Linkages
• Shop to Shop Movement
• Advantages of Proximity
• Variation by Trade Type
Other Issues
• Group Behaviour
• Window Shopping
• Social Interaction