BA170 Market Research II
Transcript of BA170 Market Research II
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MARKETRESEARCHPROCESSES II
Prof. Dave CentenoJuly 8, 2013
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Todays Topics
>> UAI
>> FGD>> BRAND EQUITY RESEARCH>> EXPERIMENTAL RESEARCH
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UAI
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UAI
A broad look at the
current market for a
specific brand relative tocompetition. Information
is from the perspective of
the consumers.
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UAI Measuring Brands Health
A. AWARENESS DATA: BRAND & ADVERTISING
1. Brand Awareness: 1st mention, Other mention, Aidedmention
2. Sources of first-mentioned brand awareness
3. Advertising awareness: 1st mention, Other mention, andAided mention
4. Advertising recall: quality of awareness measure
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UAI Measuring Brands Health
B. PRODUCT USAGE DATA
5. Product Category Use or Non-Use6. Category form, variant, and pack used7. How long the pack size lasts8. When used and for what purposes9. Who else in the household use the product category10. Where used and with what11. Brands ever used12. Brand last used13. Brand used previous to last14. Brand used most often15. Brands on hand (pantry check by observation)
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UAI Measuring Brands Health
C. PURCHASE DATA
16. Where the last category purchase was made17. Where category purchases are often/usually made18. Frequency of category buying19. Category pack size last bought20. Quantity of category purchase21. Price paid for last purchase22. Brand had in mind during the last buying trip23. If found brand in the store where last shop24. If not found, what did: bought any brand, looked for brandin another store, postponed buying till brand had in mindbecame available, or other (specify)25. What else bought with the product category in lastpurchase
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UAI Measuring Brands Health
D. ATTITUDE DATA
26. What looked for , what expected in product category27. What not liked in brand last bought28. What liked in brand last bought
E. PRODUCT AND BRAND IMAGE DATA
29. Importance rating of product category attributes, productvalues30. Rating of selected brands on each product attribute
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UAI Applications
1. To search for market and competitive opportunities that an existingor a new product can advantageously explore and maximize.
2. To determine the brands marketing health relative to competition,and to identify its correct marketing problems and solutions to these.
3. To segment or to partition a total market for a product category,and then to describe and profile the different identified marketsegments by each segments brand awareness, category usageand purchase practices, category and brand attitudes, and
category and brand images, as well as by its socio-demographicsand psychographics.
4. To find out the brands most distinctive product benefit positioningin the market and relative to competition.
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UAI Brand Loyalty & Switching
BrandsPreviously Using Brand
(Base %)Currently UsingBrand (Base %)
Enervon 20 20
Revicon 22 24
Clusivol 6 14
Rogin E 4 2
Centrum 2 5
Myra 330E 10 2
Potencee 8 3
Others (8 otherbrands)
28 30
Brands Previously Used VS Brands Currently Used[Conventional Treatment of Sample Data (Base=200)]
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UAI Share of Mind versus Share of Market
1. Share of mind precedes share of market. Therefore, share of
mind is a predictor of share of market.
2. Over time, if this relationship is allowed to take its naturalcourse, a brands share of market will tend to gravitate toward
the level of its share of mind.
3. Share of Mind = top-of-mind awareness for the brand.
(Al Ries & Jack Trout, 2001. Positioning: The Battle for Your Mind)
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UAI Share of Mind versus Share of Market
Share Indicators Hapee Colgate Close-Up Pepsodent
% share of mind 4 38 46 12
% share ofmarket
6 42 37 15
Brand Share of Mind versus Brand Share of Market(Base=200)
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UAI Brand Positioning
Consumer brand positioning behavior model
how it satisfiestheir priority
product values
how it satisfies theirpriority values better
than, just as good as,or not as good as itscompetitor brands.
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UAI Brand Positioning
Product Attributes(in descending order of
importance)
Brands Average Rating on Attribute (5-point)
Hapee Colgate Close-Up Pepsodent
Prevents cavity (4.84) 4.5 4.7 4.0 4.4
Toothpaste &mouthwash too
(4.51)3.3 3.7 4.8 3.5
Gives day-longprotection (4.22)
2.2 2.7 2.7 2.5
A few spread isenough (4.10)
2.8 2.9 3.0 3.0
Brand Ratings of the Four Toothpaste Brands on the Four TopPriority Toothpaste Attributes (Base=200)
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FGD
& Other QLResearch forConsumerInsighting
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FGD
An exploratory, non-
quantitative study oftwo or moreconsumer groups.
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FGD
1.In an attribute-basedpositioning research, a
successfully conductedFGD can increase the set of
product attributesrepresenting consumer
benefits to include somenew surprising additions
Thincondoms fitvery well,almost like
second skin
Condomsdont have
sideeffects
Its verycomfortab
le
Theyreeasy tocarry
around,inconspicuous in your
wallet
Pills
affectyourwhole
system
Theyrecheaper
than pills
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FGD
Para sa akin,yung maasimat matamis
sya pero yung
nakakalamang sa tamis
Ako anggusto ko
yungmatamis at
sariwa
Yung totoo
sya atnatural
2.FGDs can do something
else to product attributes,
something that gives themstrategic significance. They
can uncover if and howconsumers have changed
their product attributeunderstanding because
they have radicallydimensionalized the
attribute.
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FGD
3.FGD can also identify whatconsumers regard as thephysical sensory feature/s
they regard as theproof/s of the products
intangible benefit
I know its adurable pair of
jeans. Just look athow strongly itssewn along the
seam and how the
zipper wont giveway when you pullit apart..
Its because of itsquality packaging.Its an expensive
package if; in thefisrt place, what
theyll put inside is
not qualitytobacco
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FGD
4.FGD can identify criticalconsumers needs at thelevel of actual product
usage. These are typicallyneeds that escape themarketing executives
immediate attention.
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FGD
Genericmedicinesare inferior
in quality
Instantpowderorange
drinks arenot fresh
Prunes arefor elderlyconstipated
buyers
5.FGD can also tell
marketing executives iftheir brand belongs to a
product class thatconsumers have
disadvantageously
positioned.
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FGD
6.Through FGSs, marketingstrategists interested in
positioning by product useexperience can identifyspecific leads for such
positioning.
Adult Males: Its like being in the UnitedStates. There are lots of Caucasians. Even the
smell of the place is very Western. And thestaff is very efficient. But the hamburger
doesnt have any taste, I just dont know whyI keep coming back here.
Teenage Females: I am eager to eat there. Ifeel at home because everybody seems to
enjoy doing the same thing. The food is niceand the place, clean. And there are a lot of La
Salle students, very upbeat...
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FGD
7.Through FGDs, markets
can correctly identify theirbrands true competitor.
Hindisiya masarap. Ayaw ng mga bata.Nagsilbi nga ako ng pangalawa pero iniba koang pagluto para pasarapin ayaw talaga. Ang
lasa hindi talaga nila gusto.
Ganun din lahat kasama ng kapareho nito.Mas masarap yung luto ko.
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FGD PLANNING
1. FGD Respondents
Objectives = Respondents
Ready and Willing (thus, non-prob)
Previous participation, degrees of consanguinity
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FGD PLANNING
2. FGD Sample Size and Sampling
No standard, known optimal number
Product Focus, rich and trending pattern
However, theres marginal rule
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FGD PLANNING
2. FGD Sample Size and Sampling
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FGD PLANNING
3. FGD Venue
Overall atmosphere
Seating arrangement
Presence of a one-way mirror (in some professional FGD
venue)
FGD Participants choice of venue (5-star hotels, makeshift)
Honest, direct responses
Alternatives: teleconference, videoconferencing
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FGD PLANNING
3. Discussion Guide
Agenda of topics
Basic contract between client and facilitator
Semi-structured, Unstructured
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FGD PLANNING
4. FGD Facilitator
Directive vs. Non-directive (strategic use of silence)
Client as FGD participant
5. FGD Analysis and Reporting
Qualitative, exploratory
List of themes, statements
Units of analysis: verbatim statements
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FGD Variants
1. Mini FGD
2. Extended FGD
3. Reconvened FGD
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Other QL Techniques
1. Projective Techniques
a. The Psycho-Drawing Technique
b. Sentence-Completion Technique
c. Cartoon-Completion Technique
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QL Alternatives
In-depth Interviews
1. Individual IDI
2. Paired IDI
3. Triangular IDI
Observation Study
1. Traditional Observation without Interview
2. Traditional Observation with Interview
3. Non-traditional Self-Observation Study (Diary method)
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BrandNameTestingTo ResolveBrand EquityIssues
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BRAND EQUITYRESEARCH
A quantitative
monitoring researchto measure brandvalue that translatesto an asset
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BRAND EQUITY
The goodwill adhering to a brand name
(Bonner & Nelson, 1985)
The incremental cash flow resulting from the product with brand
name versus that which would result without brand name(Shocker & Weitz, 1988)
The added value that a brand endows a product (with the
brand defined as) a name symbol, design, or mark that
enhances the value of a product beyond its functional purpose(Farquhar, 1989)
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BRAND EQUITY
the brands long-term customer franchise, and the financial
value of that franchise. (Barwise, 1993)
3 ARTICLES OF FAITH:
1. Brands are financial assets, and should be recognized as
such by top management and the financial markets.
2. The financial value of a brand depends on the strength of its
customer franchise.
3. The brands customer franchise can be strengthened byinvesting in product quality and advertising.
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BRAND EQUITY DIMENSIONS
BRAND EQUITY DIMENSIONS PROPOSED MEASURES AND SOURCES
1. Brand recall(customers ability toretrieve the brand from memory whengiven the product category, the needsfulfilled by the category, or some othertype of probe as cue.
Total unaided awareness from the UAI:
When thinking about (productcategory) what brands come to yourmind?
2. Brand recognition (consumers abilityto confirm prior exposure to the brandwhen given the brand as cue)
Aided awareness from the UAI
[Forbrands not mentioned] What aboutthis brand? Do you know this brand?
3. Favorability of brand associations(consumers believe it is good that thebrand has those attributes or benefits)
Brand ratings on attributes and benefitsfrom the UAI
Will you please rate each of thesebrands on each of the following productattributes and benefits?
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BRAND EQUITY DIMENSIONS
BRAND EQUITY DIMENSIONS PROPOSED MEASURES AND SOURCES
4. Strength of brand association (howmuch a person thinks about (product)information and on the manner in whicha person thinks about the information)
>> Involvement measures:
1. Information Search
2. Information Evaluation
1. Information Search
To what extent would you say youwould look for information or consultothers to verify that this brand really hasthis benefit? Would you say you woulddo this:a whole lot (4), pretty much (3),somewhat (2), or not at all (1)?
2. Information Evaluation
To what extent would you say youevaluate those information or opinion
from others about this brand as havingthis benefit? Would you say youevaluate: a whole lot (4), pretty much(3), somewhat (2), or not at all (1)?
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BRAND EQUITY DIMENSIONS
BRAND EQUITY DIMENSIONS PROPOSED MEASURES AND SOURCES
5. Uniqueness of brand associations
(provides insight into the extent to whichbrand association are not shared withother brands)
Will you please tell me for each of thisbrands benefits, do you believe that:
3= there is no other brand now availablewhich has specifically attended to givingthis benefit
2= all or almost all brands availablealready give this benefit
1= there is one particular brand whichspecifically gives this benefit
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BRAND EQUITY DIMENSIONS
BRAND EQUITY DIMENSIONS PROPOSED MEASURES AND SOURCES
6. Parent brands product quality inbrand extension (the more highly theperceived quality of the parent brand is,the more positive is the brand extensionand the brand equaity value of theparent brand.)
Product quality question:
Overall, how would you rate theproduct quality of this brand? Would yourate it: very highly (5), generally highly(4), neither highly nor poorly (3),generally poorly (2), or very poorly (1)?
7. Wider brand name of parent brandin brand extension (the wider a brandname is to consumers as against being a
narrower brand, the more extendableit is, and the more it raises the brandequity value.)
Q on number of parent brands productcategory associations.
When you think of this brand name, do
you associate it:with more than one or with only one kindof brand?
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BRAND EQUITY DIMENSIONS
BRAND EQUITY DIMENSIONS PROPOSED MEASURES AND SOURCES
8. Equity dilution of parent brand inbrand extension (the more consumersperceive that a planned brandextension will not dilute the parentbrands equity, the higher the parentsequity value becomes.)
Q on perceived adverse effect of use ofparent brand name on a planned newproduct:
If this brand name is also going to beused for a new (product category),would you personally find this: very bad(3), somewhat bad (2), or not bad at all(1) for (brand name)?
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ExperimentalResearch
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EXPERIMENTALRESEARCH
the creation of a contrivedsituation in order that the
researcher can manipulateone or more variables whilstcontrolling all of the othersand measuring the resultanteffects.
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Sample Experiment Qs
ADVERTISING EXPERIMENT
Will replacing commercial A with commercial B lead
to a marked increase in consumer preference for acompanys brand?
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Sample Experiment Qs
PRICING EXPERIMENT
Can a company improve the profitability of its fashion
clothing line by increasing its price by 10 percent?
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Sample Experiment Qs
SALES PRODUCTIVITY EXPERIMENT
Will an increase in the average number of sales calls
per customer from six to eight per year significantlyimprove sales?
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Sample Experiment Qs
SHELF SPACE EXPERIMENT
Will decreasing the shelf space allocated to brand X
detergent by 25 percent significantly lower its sales?
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CONDITIONS
Manipulates the independent variable or variablesbefore measuring the effect on the dependentvariable
The effect of price changes on sales volume of a particular
product can be examined by actually varying the price ofthe product
The very basis of experimental research lies in the
manipulation of independent variables
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CONDITIONS
Temporal ordering of variables
X Y not Y X
Evidence of association X and Y are related ; presence of X presence
of Y; absence of X absence of Y
Control of other causal factors X Y, Z Y
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LAB VS FIELD
A laboratory experiment is a research studyconducted in a contrived setting in which theeffect of all, or nearly all, influential but irrelevantindependent variables is kept to a minimum
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LAB VS FIELD
A field experiment is a research study conducted ina natural setting in which the experimentermanipulates one or more independent variables
under conditions controlled as carefully as thesituation will permit
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VALIDITY
Internal validity is the extent to which observed resultsare solely due to the experimental manipulation
External validity is the extent to which observed resultsare likely to hold beyond the experimental setting
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EXPERIMENTAL DESIGNS
PRACTICAL CONSIDERATIONS
1. Time
2. Cost3. Exposure to competition
4. Nature of the manipulation
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EXPERIMENTAL DESIGNS
1. Test Marketing
2. Virtual Test Marketing
3. Web-based Experiments
4. True Experiments
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CONCLUSION- Triangulation Technique