Marketing Research

• What is marketing research?

• Objective and systematic analysis of marketing data for better decision making;

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marketing data for better decision making;

• The communication link between the firm and its customers and the environment.

Marketing Research

Answers to Questions:

•••• Opportunities•••• The Level of Demand

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•••• The Level of Demand•••• Factors Account for the Demand

Environmental Trends Influencing Marketing Research

• The emergence of the Internet

• Globalization

• One-to-one marketing

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• One-to-one marketing

Examples

• Gillette develops its product by watching consumers shave;

• Frequent-shopper program enables a firm to

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• Frequent-shopper program enables a firm to customize its direct-mail promotions;

• Online chat rooms as a focus group forum.

Research Questions

Product-Brand Alliance-Measurement of brand equity

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-Measurement of brand equity-New Product Design-New Product Forecast

Research Questions(Cont.)

Pricing-Skimming or Penetration pricing for a

new product

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new product-Customized pricingPlace- Expanding to the Internet channel or not?- Multiple-channel pricing

Research Questions (Cont.)

Promotion

-The Effects of Sales Promotion on

When, what, and how much to buy

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When, what, and how much to buy

- Expiration Date of Coupons

- Media Scheduling (Pulsing or Even Spending)

- How should two-sided exchange networks advertise the user base?

-When will negative reviews increase sales?

Decision Questions (mr10)

•ihergo ihergo ihergo ihergo 網路平台是否應該增加對合購商家與商品的評分機制 ?

•什麼樣的網路促銷活動，可有效使碧兒泉的目標客群增加其在Yahoo購物中心碧兒泉網路旗

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標客群增加其在Yahoo購物中心碧兒泉網路旗艦店購買碧兒泉的產品?

•伊甸基金會網路行銷的訊息中應當包含哪些要素 才會使接收者願意捐款 ?

•Payeasy「網路封館大拍賣」行銷活動對於顧客產生何種影響，是否該繼續舉辦此活動?

Marketing Research Process

•••• Formulate problem•••• Determine research design•••• Design data collection method and

forms

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forms

•••• Design sample and collect data•••• Analyze and interpret data•••• Prepare the research report

The Value of Information

Skimming or Penetration Pricing?The payoff table is as follows:

Pricing Prob.(low Prob.(high

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Pricing alternatives

Prob.(low demand)=0.3

Prob.(high demand)=0.7

Skimming 100 -50

Penetration -50 120

The Value of Perfect Information

• Expected payoffs under uncertainty

=0.3(-50)+0.7(120)=69

• Expected payoffs under perfect information

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• Expected payoffs under perfect information

=0.3*100+0.7*120=114

• Expected monetary value of perfect information(EMVPI)

=114-69=45

Case: CLOVER VALLEY DAIRY COMPANY

• Clover considers whether to change the package of yogurt from single cups to multi-packs;

• The package costs can be reduced;

Shan-Yu C

hou

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• The package costs can be reduced;

• Clover considers whether to conduct a market test before making the decision.

• The payoff tables are assumed as follows.

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States ∆Q >0 -80<∆Q<0 ∆Q<-80

Prob. 0.6 0.3 0.1

CLOVER VALLEY DAIRY COMPANY

(SCENARIO 1)S

han-Yu Chou

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Prob. 0.6 0.3 0.1

Payoff 8.9 0 -2

SCENARIO 2

States ∆Q >0 -80<∆Q<0 ∆Q<-80

Prob. 0.1 0.3 0.6

Shan-Yu C

hou

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Payoff 8.9 0 -2

THE VALUE OF PERFECTINFORMATION

• Scenario 1: Change package under uncertainty;

• EMVPI=0.1*2,000=200.

Shan-Yu C

hou

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• Scenario 2: Do not change package under uncertainty;

• EMVPI=0.1*8,900=890.• What is the value of Imperfect Information?

Problem Formulation

Decision Problem • Q1: How to design our new product?• Q2: Whether to expand into the Internet

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• Q2: Whether to expand into the Internet channel?

Research problems for Q1

• What are consumers’ unmet needs?• What is the perceptual mapping of the

existing brands?

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existing brands?• Consumer preference for different

product concepts

Research Problems for Q2

• Who buy the product on the Net?• What is the proportion of sales generated

on the Net?

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on the Net?• Why do people buy the product through

the Internet instead of stores?

步驟二步驟二步驟二步驟二 : : : : 研究設計研究設計研究設計研究設計

•探討性研究探討性研究探討性研究探討性研究(Exploratory research)(Exploratory research)(Exploratory research)(Exploratory research)

• 描述性研究描述性研究描述性研究描述性研究(Descriptive research)

• 實驗研究實驗研究實驗研究實驗研究(Experimental research)

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• 實驗研究實驗研究實驗研究實驗研究(Experimental research)

步驟三步驟三步驟三步驟三 ::::設計資料蒐集的工具設計資料蒐集的工具設計資料蒐集的工具設計資料蒐集的工具

行銷研究資料的類別行銷研究資料的類別行銷研究資料的類別行銷研究資料的類別

• 次級資料次級資料次級資料次級資料(Secondary data) Internal

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Internal

External

• 初級資料初級資料初級資料初級資料

初級資料初級資料初級資料初級資料(Primary data)

Data Collected for the first time.• 訪談法訪談法訪談法訪談法( Interviews ) :

Mail, Telephone, Personal

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• 觀察法觀察法觀察法觀察法( Observation ) : Watching people

• 實驗法實驗法實驗法實驗法( Experimentation ) :Manipulate a marketing variable

步驟四步驟四步驟四步驟四: 抽樣設計抽樣設計抽樣設計抽樣設計抽樣的方式 (Types of Sampling Plan)

機率抽樣( Probability Sampling)

• 簡單隨機抽樣( Simple Random Sampling)

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• 分層抽樣( Stratified Random Sampling)

• 集群抽樣( Cluster Sampling )

非機率抽樣( Non-Probability Sampling)

問卷調查的誤差問卷調查的誤差問卷調查的誤差問卷調查的誤差(Survey Errors)

1. 抽樣構架誤差 (Frame error)Find the best possible list of population

2. 抽樣誤差(Sampling error)

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2. 抽樣誤差(Sampling error)

3. 無反應誤差(Non respondent error)

4. 反應誤差(Response error)

FrameSample

Population

Frame error

Non-respondent error

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Non-respondent

Respondent

Statedresponse

Trueresponse

Sampleerror

Response error

步驟五步驟五步驟五步驟五:分析資料分析資料分析資料分析資料

Methodology

• ANOVA

• Regression

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• Regression

• Factor Analysis

• Multidimensional Scaling

• Discriminant Analysis

Data Mining Examples

• Identify heavy users, e.g., Diet Coke;• Attract competitors’ customers, e.g., Gillette;• Measurements of promotion effectiveness;

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• Measurements of promotion effectiveness;• Coca-Cola strengthened its relationship

with retailers; • Lexus’s partnership with Coach leather

interiors.