Marketing Research Techniques

2011 AMDIS Annual ConferenceStakeholder satisfaction in an era of change

Debbie ClewesCIM Course Director

By the end of this presentation you should be able to answer these questions:

• What is marketing and marketing research?• What are the components of a modern marketing

information system?• What are the key stages in the marketing research

process?• What are the top 3 things I want to have more insight

about?

Stage 1

Stage 2

Stage 3

Stage 4

Sales support - literature

Promotion – advertising, PR, digital, sales promotion

Operational Marketing – 7Ps

Marketing Value Drivers

What is Marketing?

Strategic Marketing

Marketing Value Drivers

Strongbrands

Customer loyalty

Strategic relationships

Marketingvalue drivers

Marketselection

Doyle p.36-38/54-57

Differentialadvantage

Marketingknowledge

Doyle (2000) Value Based Marketing

Marketing Research

The systematic design, collection, analysis and reporting of data and

findings relevant to a specific marketing situation facing the school

Theorganisation

Economic

Socio-cultural

Environmental - ethical

TechnologicalPolitical /Legal

Suppliers

InspectorateLocal

community

CompetitorsCustomers

Macro-environment

Micro-environment

The School’s Environment

Marketing Information System (MkIS)

Assessinginformation

needs

Distributinginformation

Internalrecords

Marketingintelligence

Marketingresearch

MarketingPlan

Situation AnalysisObjectivesStrategyTacticsActions

Control & communication

MarketingEnvironment

Target markets

Marketingchannels

Competitors

Publics

Macro-environmental

forces

Developing Information

Marketing Information System

Marketing decisions andcommunications

Adapted from Kotler and Keller (2006) Marketing Management

The Marketing Research ProcessDefine the problem

and research objectives

Develop the research plan

Collect the information

Analyze the information

Present the findings

Makethe

decision

Research objectives School results and KPI tracking Macro environmental trends and opportunities Improving competitive position

Analyse other school web sites, brochures, visit experience

Assessing stakeholder evaluation criteria Values/leadership Scholarship Facilities: sport, music, boarding Visual identity Staff behaviour/relationships Communications

Research objectives Measuring satisfaction over time on evaluation

criteria Improving the effectiveness of marketing

communications

Current and prospective parents Current pupils at key stages Staff; teaching, support, head Local media, community, investors…

Is it Quant or is it Qual?• Quantitative Research is about measuringComparing, monitoring, calculating…..tick box responses

= How many said that? can project a given population

• Qualitative Research is about understanding- insight, exploring, attitudes, opinions, requirements…..verbal responses= why?

not for projecting or extrapolating!

• You may want a combination

How many to ask?• For Qualitative research use judgement or quota

sampling- select who to talk to

• For Quantitative research use probability sampling –the scale depends on the variability as well as the size of the population

• Have you got contact details?

TechniquesCONTINUOUS AD HOC

PANELSTRACKINGAUDITS

DEPTH INTERVIEWGROUP DISCUSSION OBSERVATION

INTERNAL EXTERNAL

QUALITATIVEQUESTIONNAIREFACE TO FACETELEPHONEHALL TEST SELF COMPLETIONOMNIBUS

QUANTITATIVE

PRIMARYDESKSecondary Sources

MIS

Low(er) cost options - use with caution…..• Online surveys

www.freeonlinesurveys.comwww.snapsurveys.comwww.surveymonkey.com

• Project for local College• Project for young enterprise students• PTA involvement• Capture opinion at events• Parent forums/panels• Co-operation with other schools• Contract-out parts• Creative use of resources!

InsightA fresh and not yet obvious understanding of environmental or stakeholder beliefs, values, habits, motives, emotions or needs that can become the basis for a competitive advantage- a unique & fresh perspective

- clear understanding of a complex issue- a penetrating view of the obvious

- a competitively advantaged idea

The limits of research• Today’s competition demands that we understand

what customers will value, but which they have not experienced, and would never think to ask for

• It takes a leap of imagination to se what the customer might want

• Companies sow seeds of failure not by failing to predict (forecast) the future, but by failing to imagine it.

Take a minute with your neighbour to consider what thetop 3 things you want to have more insight about?

Summary What decision are you trying to make?

What information do you need?

What are the crucial questions to ask?

Is it Qual or Quant or both?

What methodology will best deliver the information? Net? Desk? Field?

Who are the best people to talk to? How many?

What is the timing?

Who will take ownership and action the results?

Useful Websites & Books• www.cim.co.uk

( marketing sources)• www.mrs.org .uk

(code of conduct)• www.auma.de

(trade fairs)www.marketresearch.com(market reports)

• www.ons.gov.uk(uk statistics online)

• www.europa.eu.int/comm/eurostat/ (e u statistics)• Marketing Research for Managers by Sunny Crouch & Matthew Housden

Publ:Butterworth/Heinemann• A Guide to Conducting Online Research by Ted Gaiser/Tony Schreiner Publ: Sage

publications Ltd. • Questionnaire Design  by M J Baker in The Marketing Review Vol 3 #

3 Summer 2003  P 343 – 370

• www.mintel.com• www.euromonitor.com• www.datamonitor.com• www.keynote.co.uk• www.ft.com• www.kompass.com• www.virtualsurveys.com/papers• www.marketingschools.net

Thanks for Listening!

Any Questions?

Developing Marketing Plans

2011 AMDIS Annual ConferenceStakeholder satisfaction in an era of change

Debbie ClewesCIM Course Director

OUTCOMESBy the end of this workshop you

should be able to:

• Apply a logical step-by-step process to produce asound marketing plan

• Develop marketing plans with greater confidence.• Contribute more to the marketing effectiveness of your

school

INTRODUCTIONS

Please write down the key question you would like an answer to by the end of this workshop

Where are we now? Where do we want to be? How might we get there? What are the details? How can we ensure it gets done?

Situation Analysis

Objectives

Strategic Alternatives

Tactics

Implementation

KEY PLANNING QUESTIONS

WHAT IS MARKETING PLANNING?

“a logical sequence of events leading to the setting of marketing objectives and the

formulation of plans for achieving them.”

(McDonald - Marketing Plans 2007)

“the process by which businesses analyse the environment and their capabilities, decide upon

courses of marketing action and implement those decisions..”

(Jobber – Principles and Practice of Marketing 2006)

PROCESS1 MISSION

2 CORPORATE OBJECTIVES

Phase One - Goal setting

3 MARKETING AUDIT

4 SWOT ANALYSIS

5 ASSUMPTIONS

Phase Two -Situation Review

6 MARKETING OBJECTIVES AND STRATEGIES

7 ESTIMATE EXPECTED RESULTS

8 IDENTIFY ALTERNATIVE PLANS AND MIXES

Phase Three -StrategyFormulation

10 FIRST YEAR DETAILED IMPLEMENTATION PROGRAMME

9 BUDGETSPhase Four -Resource Allocation and Monitoring

Measurement & Review

McDonald (2007) Marketing Plans

MARKETING PLAN – DOCUMENT CHECKLIST

Executive summary Situation analysis –

MACRO/Micro/Internal/SWOT and Key Issues Objectives - SMART Strategies – product/market direction, STP Tactics – product/price/place/promotion/people Actions – who/what/when/how much Control – monitoring/internal marketing Appendices

Content Example Your School

Situation:SWOTKey Issues

Inclusive ethos/Sports facilitiesA level expansion/Local competition6th form retention

Objectives: Increase conversion from visit to application from 20% to 25% in 2011

Strategy:Target marketCA/Proposition

Reputation plan and guide

Prospective parentsTailored to your child’s needs

Tactics:ProductPricePlacePeopleProcessPhysical EvidencePromotion

New sports hallExpand scholarship oppsHomework on intranetCustomer care trainingVisit: pre - during - follow-upRefurbishment of 6th formNew brochure, web site

Actions: Visit plan

Control: Develop monitoring system

APPLICATION

ASP PROCESS

(Simkin, S. 2002)

FOLLOW-UP READINGJOURNAL ARTICLES:- Brooksbank, R. (1991) Successful Marketing Practice: A Literature Review and Checklist for Marketing Practitioners, European Journal of Marketing, 25/5, pp.20-29- Lane, S. & Clewes, D. (2000), ‘The Implementation of MarketingPlanning: a case study in gaining commitment at 3M (UK) Abrasives’, Journal of Strategic Marketing 8, pp 1-15 - Simkin, S. (2002), ‘Tackling implementation impediments to marketing planning, Marketing Intelligence & Planning, 20/2, pp 120-126TEXTBOOKS:- McDonald, M. (2007) Marketing Plans: How to Prepare Them, How to Use Them, Butterworth Heinemann- Dibb, Simpkin & Bradley (1997) The Marketing Planning Workbook,Routledge- Jobber, D. (2006) Principles and Practice of Marketing, McGraw Hillwww.amdis.co.ukwww.amdis.co.ukwww.cim.co.ukwww.cim.co.ukwww.marketingminefield.co.ukwww.marketingminefield.co.uk

SUMMARY

Please write down your key learning point/action point from this workshop

Any questions/comments?