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Chapter One
Introduction to Marketing Research
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WHAT IS MARKETING?
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WHAT IS MARKETING?Identification and satisfaction of needs andwants of the customers
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Marketing information regarding Customers
Competitors
Other forces in the marketIs very crucial
Task of Marketing Research:
Assess information needs and providemanagement with relevant, accurate,reliable, valid, current and actionable
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Competitive Intelligence
The process of enhancing marketplacecompetitiveness through a greaterunderstanding of a firms competitorsand the competitive environment.
Its ethical
Informed decisions about everything
Crucial for emerging knowledgeeconomy
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Redefining Marketing Research
The American Marketing Association(AMA) redefined Marketing Researchas:
The function which links the consumer, the
customer, and public to the marketer
through INFORMATION
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Used to identify and
define market
opportunities and
problems
Generate, refine, andevaluate marketing
performance
Monitor marketing
performance
Improve understanding
of marketing as a
process
Redefining Marketing Research
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Definition of Marketing Research
Marketing research is the systematicand objective
identification
collection
analysis
dissemination and use of information
for the purpose of improving decision making related to
the
identification and
solution of problems and opportunities in
marketing.
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Systematic
Systematic planning at eachmarketing step.
Methods at each step
Well documentation
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Objective
M.Researchattempts to provideaccurate info: that reflects truestate of affairs
M.Research should be free frompolitical or personal biasness
Find it , tell it like it is
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Research Problem=Marketing Opportunity
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Classification of Marketing Research
Organizations are engaged in M.Research fortwo reasons
1. Identify the Marketing problem
2. Solve marketing Problem
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Classification of Marketing Research
Problem Identification Research |To help identify problems which are not
necessarily apparent on the surface and yetexist or are likely to arise in the future.Examples: market potential, market share,
image, market characteristics, sales analysis,forecasting, and trends research.
Problem Solving Research Research undertaken to help solve specific
marketing problems. Examples: segmentation,product, pricing, promotion, and distributionresearch.
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Problem Solving Research
Determine the basis of segmentation
Establish market potential and
responsiveness for various
segments
Select target markets
Create lifestyle profiles:
demography, media, and
product image characteristics
SEGMENTATION RESEARCH
Test concept
Determine optimal product design
Package tests
Product modification
Brand positioning and
repositioning
Test marketing
Control score tests
PRODUCT RESEARCH
Table 1.1
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Problem Solving Research
Table 1.1 cont.
PRICING RESEARCH
Pricing policies
Importance of price in brand selection
Product line pricing
Price elasticity of demand
Initiating and responding to price changes
$ALE
PROMOTIONAL RESEARCH
Optimal promotional budget
Sales promotion relationship
Optimal promotional mix
Copy decisions
Media decisions
Creative advertising testing
Evaluation of advertising effectiveness
Claim substantiation
0.00% APR
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Problem Solving Research
Table 1.1 cont.
DISTRIBUTION RESEARCH
Determine
Types of distribution
Attitudes of channel members
Intensity of wholesale & resale coverage
Channel margins
Location of retail and wholesale outlets
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Marketing Research Process
Step 1: Problem Definition
Step 2: Development of an Approach to
the Problem
Step 3: Research Design Formulation
Step 4: Fieldwork or Data Collection
Step 5: Data Preparation and Analysis
Step 6: Report Preparation and
Presentation
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Step 1: Problem Definition
Considerations: Purpose of the study
Relevant background information
Information needed Use of info: in decision making
Discussions with decision makers
Interviews with industry experts
Analysis of secondary data and other
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1-20Step 2: Development of an Approach to the
Problem
Formulate an objective or theoreticalframe work
Analytical models
Research questions Hypothesis
Discussion with management and industry expertsAnd other
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Step 3: Research Design Formulation
Blueprint for conducting the research project
Details the procedures
Its main purpose is to Design a study thatinclude
Definition of information needed
Secondary data analysis
Qualitative research
Methods to qualitative research(Survey, observationand experimentation)
Measurement and scaling procedures Questionnaires design
Sampling process and sample size
Plan of data analysis
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Step 4: Fieldwork or Data Collection
Field work in case of personalinterviewing
e.g. In-home, shopping malls.
Mediums Personal interviewing
Telephone
Electronic mail
etc
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Step 5: Data Preparation and Analysis
Preparation Editing
Coding
TranscriptionVerification
Analysis to drive necessary
information to the problem
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1 24Step 6: Report Preparation and
Presentation
Final findings should bedocumented in written report
Report includes:
Used approaches Research design
Methods of data collection
Data collection and analysisprocedures
Presentation of results and findings(comprehensible)
Oral presentation is essential part
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The Marketing research industry
Consist of External supplierswhoprovide marketing researchservices
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Marketing Research Suppliers & Services
LIMITED SERVICE
Branded
Products
and Services
Data
Analysis
ServicesAnalytical
Services
Coding and
Data Entry
Services
Field
Services
FULL SERVICE
Syndicate
Services
Standardized
Services
Customize
d
Services
Internet
Services
RESEARCH
SUPPLIERSEXTERNAL
INTERNAL
Fig 1.3
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Limited Service
Field Service: Whose primary services/expertise are in
collecting data using all mediums.
Coding and data entry services: Whose expertise are toconvert collected data in to usable database.
Analytical services:
Those who provide guidance in development of researchdesign.
e.g. Pretesting of questionnaires, determining the bestmeans of collecting data and Sampling plan etc.
Data Analysis Services: (Tab houses) Those who have
expertise in conducting statistical analysis.Branded marketing research products: those who are
specialized in collecting and analyzing data with brandedservices/products to address specific type of researchproblems. e.g. TeleNation
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Selected Marketing Research
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Selected Marketing ResearchCareer Descriptions
Vice-President of Marketing Research: The senior position inmarketing research. The vice president (VP) is responsible for the
entire marketing research operation of the company and serves
on the top management team. This person sets the objectives and
goals of the marketing research department.
Research Director: Also a senior position. The research director hasthe general responsibility for the development and execution of all
the marketing research projects.
Assistant Director of Research: Serves as an administrative assistant
to the director and supervises some of the other marketing
research staff members.
(Senior) Project Manager: Has overall responsibility for design,
implementation, and management of research projects.
Statistician/Data Processing Specialist: Serves as an expert on
theory and application of statistical techniques. Responsibilities
include experimental design, data processing, and analysis.
Fig 1.4
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Selected Marketing Research Career Descriptions
Vice President of MarketingResearch
Part of companys top
management team
Directs companys entire marketresearch operation
Sets the goals & objectives of the
marketing research department
Research DirectorAlso part of senior
management
Heads the development
and execution of allresearch projects
Assistant Director of Research
Administrative assistant to director
Supervises research staff members
Senior Project ManagerResponsible for design, implementation, &
research projects
Fig 1.4 cont.
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Analyst Handles details in execution of
project
Designs & pretests questionnaires
Conducts preliminary analysis ofdata
Junior Analyst Secondary data analysis
Edits and codes questionnaires
Conducts preliminary analysis of data
Fieldwork DirectorHandles selection, training,
supervision, and evaluation of
interviewers and field workers
Senior Analyst Participates in the development of projects
Carries out execution of assigned projects
Coordinates the efforts of analyst, junior analyst, & other personnel in the
development of research design and data collection
Prepares final report
Fig 1.4 cont.
Statistician/Data Processing Serves as expert on theory and
application on statistical techniques
Oversees experimental design, data
processing, and analysis
Selected Marketing Research Career Descriptions
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Criteria for Selecting a Research Supplier
What is the reputation of the supplier?
Do they complete projects on schedule?
Are they known for maintaining ethicalstandards?
Are they flexible?
Are their research projects of high quality?
What kind and how much experience does thesupplier have? Has the firm had experiencewith projects similar to this one?
Do the supplier's personnel have both technicaland non-technical expertise?
Can they communicate well with the client?
Competitive bids should be obtained andcompared on the basis of quality as well asprice.
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Preparation for a Career in Mktg. Research
Take all the marketing courses you can.
Take courses in statistics and quantitativemethods.
Acquire Internet and computer skills.Knowledge of programming languages is an
added asset.
Take courses in psychology and consumerbehavior.
Acquire effective written and verbalcommunication skills.
Think creatively. Creativity and common sensecommand a premium in marketing research.
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M t I f ti S t & D i i S t
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Management Information Systems & Decision SupportSystems
MIS: set of procedures and practices employedin analyzingand assessingMarketinginformation gathered continuously fromsources inside and outside of a firm.
Pertinent information to the decision makers onongoing basis
Provide info: continuously rather than ad-hocresearch studies
Customized procedures (Decision makers)
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Decision Support System(DSS)
System that enables decision makers to interact directly
with both database and analysis models.
e.g. Procter & Gamble chose Polycom forworldwide video communications support
Types:
Communications Driven DSS
Data-Driven DSS
Document-Driven DSS
Knowledge-Driven DSS
Model-Driven DSS
Spreadsheet-based DSS
Web-based DSS
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