Marketing Research
Spring 2009
Agenda for Session One
Introduction Course outline Groups for Research Project Topics for Research Project Tracking progress of your
Project Lecture Attendance
Text Book
Marketing Research – An Applied Orientation Author
Naresh K. Malhotra Edition
Fourth Publisher
Prentice Hall (Pearson)
About the Research Project
Related to marketing of products or services
Research to be carried out in Karachi only Survey should be field-based Sample size should be greater than 30
having representation of the users of the product or service chosen
Questionnaire forms to be designed in English and Urdu
Chapter 1
Definition of Marketing Research A Classification of Marketing Research Marketing Research Process The Nature of Marketing Research Marketing Research Suppliers and Services Selecting a Research Supplier The Role of Marketing Research in MIS and
DSS Internet and Computer Applications
Definition of Marketing Research The American Marketing Association
redefines marketing research as: “Marketing research is the function that links
the consumer, customer, and public to the marketer through information – information used to identify and define marketing opportunities and problems; generate, refine and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process”
Definition of Marketing Research In the context of marketing research as
a tool for providing information needed for marketing decisions, marketing research is defined as: “The systematic and objective identification,
collection, analysis, dissemination, and use of information for the purpose of assisting management in decision making related to the identification and solution of problems (and opportunities) in marketing”
A Classification of Marketing Research Marketing Research is classified into
problem identification research and problem solving research
Problem identification research is undertaken to help identify the problems that are not necessarily apparent on the surface and yet exist or are likely to arise in future. Research of this type provides information about marketing environment and helps diagnose a problem
Problem Identification Research Market Potential Research
A declining market potential indicates that the firm is likely to have a problem achieving its growth targets
Market Potential Research A problem exists if the market potential is
increasing but the firm is losing its market share
Image Research Market Characteristics Research
Problem Identification Research Sales Analysis Research
Research performed to analyze certain surges or plunges in sales, potential hot or cold locations, etc.
Forecasting Research Research undertaken to make business
forecasts Business Trends Research
Marketing research that identifies trends in business. Example is IBM’s tracking study to capture data on trends in mainframe computing
Problem Solving Research
Segmentation Research Determine basis of segmentation Establish market potential and
responsiveness for various segments Select target markets and create lifestyle
profiles, demography, media, and product image characteristics
Problem Solving Research
Product Research Test concept Optimal product design Package tests Product modification Brand positioning and
repositioning Test marketing Control store tests
Problem Solving Research
Pricing Research Importance of price in brand
selection Pricing policies Product line pricing Price elasticity of demand Response to price changes
Problem Solving Research
Promotional Research Optimal promotional budget Sales promotion relationship Optimal promotional mix Copy decisions Media decisions Creative advertising testing Claim substantiation Evaluation of advertising
effectiveness
Problem Solving Research
Distribution Research Types of distribution Attitudes of channel members Intensity of wholesale and retail
coverage Channel margins Location of retail and wholesale
outlets
Marketing Research Process
A set of six steps that defines the tasks to be accomplished in conducting a market research study. These include problem definition, development of an approach to the problem, research design formulation, field work, data preparation and data analysis, and report preparation and presentation
Step 1: Problem Definition
In order to define a problem, a researcher should take into account the purpose of the study, the relevant background, the information needed and how it will be used in decision making
Problem definition involves discussion with decision makers, interview with industry experts, analysis of secondary data, and some qualitative research
Step 2: Development of an Approach to the Problem
This step involves formulating an objective or theoretical framework, analytical models, research questions, and hypotheses and identifying the information needed
This process is guided by discussion with industry experts, analysis of secondary data, qualitative research, and pragmatic considerations
Step 3: Research Design Formulation
Following activities are undertaken while formulating a research design: Definition of the information needed Secondary data analysis Qualitative research Methods of collecting quantitative data Measurement and scaling procedures Questionnaire design Sampling process and sample size Plan of data analysis
Step 4: Fieldwork or Data Collection Data collection involves use of a field force or
staff that operates in the field Field activities include
personal interviewing (in-home, mall intercept, computer-assisted personal interviewing)
From an office by telephone (telephone or computer-assisted telephone interviewing)
Through mail (traditional mail) Electronically (e-mail or internet)
Proper selection, training, supervision and evaluation of the field staff helps minimize the data-collection errors
Step 5: Data Preparation and Analysis
This includes data editing, coding, transcription or keypunching, and verification of data
Step 6: Report Preparation and Presentation The entire project should be documented in a
written report that addresses the specific research questions identified, describes the approach, the research design, data collection, and data analysis procedures adopted, and presents the results and major findings
The findings should be presented in a comprehensible format so that the management can readily use them in the decision making process. In addition, an oral presentation should be made to the management using tables, figures, and graphs to enhance clarity and impact
The Nature of Marketing Research The emphasis in marketing is on the
identification and satisfaction of customer needs
To achieve this objective, marketing managers need (better) information
The task of marketing research is to assess the information needs and provide management with relevant, accurate, reliable, valid, and current information
The Role of Marketing Research Customer Groups
Consumers Employers Shareholders Suppliers
Marketing Managers
Market Segmentation Target Market Selection Marketing Programs Performance and Control
Assessing Information
Needs
ProvidingInformation
MarketingDecisionMaking
MARKETING RESEARCH
Uncontrollable EnvironmentalFactors
Economy Technology Competition Laws & Regulations Social and Cultural
Factors Political Factors
Controllable MarketingVariables
Product Pricing Promotion Distribution
Marketing Research Suppliers & Services Broadly , research suppliers can be
classified as internal or external Internal supplier is a marketing research
department within the firm The marketing research department’s
place in the organizational structure may vary considerably
Internal suppliers often rely on external suppliers to perform specific marketing research tasks
Marketing Research Suppliers & Services External suppliers are outside firms hired to
supply marketing research data External suppliers can further be classified as
full-service or limited-service suppliers Full-service suppliers offer the entire range
of marketing research services, from problem definition to report preparation and presentation
The services from these suppliers can further be broken down into syndicated services, standardized services, customized services, and Internet Services
Marketing Research Suppliers & Services Syndicated services collect information of
known commercial value and provide to multiple clients on a subscription basis. Surveys, diary panels, scanners, and audits are main means by which these data are collected
For example Digital TV Log (DTL) by Media Bank (www.mediabank.com) , a company of Media Innovations (Pvt.) Limited, a TV transmission reporting tool with complete video content support
Marketing Research Suppliers & Services Standardized services are research studies
conducted for different client firms but in a standard way
For example procedures for measuring advertising effectiveness have been standardized so the results can be compared across studies and evaluative norms can be established
Some examples of standardized services include Spot Transmission Report (STR), Program Clutter Report (PCR) and Share of Voice Estimate (SOVE) by Media Bank
Marketing Research Suppliers & Services Customized services offer a wide variety of
marketing research services customized to suit a client’s specific needs. Gallup Pakistan, Oasis International, AC Nielson Pakistan, Aftab Associates are major providers of customized marketing research in Pakistan
Internet services are offered by several marketing research firms including some who have specialized in conducting marketing research on Internet
Marketing Research Suppliers & Services Limited-service suppliers specialize
in one or a few phases of the marketing research project
Services offered by such suppliers are classified as field services, coding and data entry, analytical services, data analysis and branded products
Locally Existing Marketing Research Firms
Ac Nielsen Pakistan (Pvt.) Ltd.Aftab Associates (Pvt.) Ltd.Arqam Research & Marketing Services (Field Work)Bukhari Survey ConsultantsCoopers & Lybrand ConsultingCorporate Management ConsultantsDomestic Research BureauGallup PakistanInnovative Marketing ManagementIRIS CommunicationsLogica Marketing ResearchMAB / ParadigmsMacro Management Systems
Locally Existing Marketing Research Firms
Market & Consumer Guide (Field Work)Market & Consumer Pulse Pvt. Ltd.Market Research LinkMarketing & Advertising Research Services (MARS)
Marketing Research LinkMarketing Research of PakistanMedia BankOasis InternationalOpinion Research Group (Field Work)PMRB Promotions (Field Work)R-Track
Locally Existing Marketing Research Firms
SB&B Market ResearchSmar International (Pvt.) Ltd.Star Group (Field Work)Startex (Marketing Services)The Research Forum
Information source: brandsynario.com
Selecting a Research Supplier If sufficient expertise are not available
in-house, one should look out for external suppliers
The suppliers must be able to meet the current marketing research project requirements
Doe not always go for the lowest bid. Competitive bids should be obtained and compared on the basis of quality and as well as price
The Role of Marketing Research in MIS and DSS The information obtained through
invoices, marketing intelligence and marketing research becomes an integral part of the firms marketing Information System (MIS)
The MIS is developed according to the decision maker’s responsibilities, style and information needs
The MIS is mostly in the form a structured reports or queries
The Role of Marketing Research in MIS and DSS To overcome the limitations of MIS,
Decision Support Systems (DSS) re used Users are allowed to directly interact with
the databases and analysis models DSS are integrated systems including
hardware, communications network, database, model base, software base, and the DSS user (decision maker) that collect and interpret information for decision making
MIS versus DSS Structured Problems Use of Reports Rigid Structures Information
Displaying Restricted
Can Improve Decision Making by Clarifying Raw Data
Unstructured Problems
Use of Models User-Friendly
Interaction Adaptability
Can Improve Decision Making by Using “What If” Analysis
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