Lecture 3 (nature Of Marketing Research) Ppt

Definition of Marketing Research The systematic and objective identification, collection, analysis and reporting of information for the purpose of assisting management in decisions relating to the identification and solution of problems and opportunities in marketing.

Goal of Marketing Research To provide: relevant accurate valid and timely information to facilitate marketing decision making.

Research May Not Be Advisable • • • • • • •

the information exists already research is used to justify a prior decision research would alter competition time is the enemy the budget is inadequate the problem is vague or unclear the research is not technically feasible

The Research Process Problem Definition Develop an Approach to the Problem Formulate Research design Fieldwork/Data Collection Data Preparation & Analysis Report Preparation & Presentation Feedback

A Classification of Marketing Research Marketing Research

Problem Identification Research •Market Potential Research •Market Share Research •Image Research •Market Characteristics •Sales Analysis Research

Problem Solving Research •Segmentation Research •Product Research •Pricing Research •Promotion Research •Distribution Research

Decision and Research Problems • Develop package for new product • Increase repeat buying behaviour • Introduce new product

• Evaluate effectiveness of various designs • Assess current repeat buying patterns • Design test market

Proper Definition of the Research Problem Marketing Research Problem

Broad Statement

Specific Components

The Problem Definition Process Tasks Involved Discussions with Decision Makers

Interviews With Experts

Secondary Data Analysis

Environmental Context of the problem Problem Definition Management Decision Problem Marketing Research Problem

Qualitative Research

Problem Definition • What decisions will be made on the basis of this study? • How will research influence these decisions? • What is the most (least) desirable outcome of the research? Why? • What information will make a difference in the decision? • Why not make a decision on the basis of sound judgement?

A Classification of Marketing Research Designs Research Design

Exploratory Research Design

Conclusive Research Design

Descriptive Research

Cross-Sectional Design

Causal Research

Longitudinal Design

A Comparison of Basic Research Designs

Objective:

Exploratory

Descriptive

Discovery of ideas

Describes market characteristics

Determine cause and effect

Prior formulation of hypothesis. Planned, structured design

Manipulate independent variables. Control of other variables.

Surveys

Experiments

Characteristics: Flexible, versatile. Front end research.

Methods:

Secondary data

Causal

Differences Between Exploratory and Conclusive Research

Exploratory

Conclusive

To provide insights, understandings.

Test hypothesis/examine relationships.

Characteristics: Information needed defined loosely.

Information needed is clearly defined.

Objective:

Research process flexible/unstructured.

Research process is formal and structured.

Sample is small and nonrepresentative.

Sample is large and representative.

Analysis of primary data is qualitative.

Data Analysis is quantitative.

Findings:

Tentative.

Conclusive.

Outcome:

Followed by conclusive research.

Findings input into decision making.

A Classification of Marketing Research Data Marketing Research Data

Secondary Data

Primary Data

Qualitative Data

Quantitative Data

Descriptive

Survey Data

Observational & Other Data

Causal

Experimental Data

Marketing Research Suppliers and Services Research Suppliers

Internal

External

Full Service

Syndicated Services

Customized Services

Limited Service

Field Services

Coding and Data Entry Services

Data Analysis Services

The Marketing Research Process:

An Exemplar

Background to Research Project • Retail Location (micro-scale) • Pre-purchase Information Seeking • Marketing Research Methodology

Research Objectives • Unobtrusive Observation • Face-to-face Interviews • Retailer Survey

Methodological Matters • • • • •

Ethics? Choice of Location? Observation Possible? Interview Possible? Sampling Procedure?

Layout of Abbeycentre

Response Total Observed Refusal

= 250 = 28

Lost Staff

= 12 =8

Other

= 13

Total Non-response Response Rate Observation Response Rate

= 61 = 75.6% = 86.9%

Retailer Response Rate

= 100.0%

Findings • Shopper Recall • Retailer Perceptions • Shopper Behaviour

Shopper Recall • 40% of interviewees has total recall of shops visited • 62% of total shops visited recalled by interviewees • Exaggeration of time spent in centre

Retailer Perceptions • Time Expended • Sex • Percentage Purchase

Layout of Abbeycentre

Shopper Circulation • Limited in Extent • Variation in Intensity • Problem Area Identification

Shopper Circulation Behaviour Mall Section 1. 2. 3. 4. 5. 6. 7. 8.

Pass Ratio1 0.55 0.63 0.61 0.89 0.58 0.73 0.73 0.53

Pass-Enter Ratio2 0.76 0.42 0.75 N/A 0.98 0.61 0.54 0.98

1. The proportion of shopping groups passing through mall 2. Shop entrants as a proportion of passers-by 3. Purchasers as a proportion of passers-by

Pass-Buy Ratio3 0.51 0.20 0.53 N/A 0.88 0.47 0.17 0.62

Shopper Circulation & Problem Areas

Compatibility Tables

Shop Linkages • Shop to Shop Movement • Advantages of Proximity • Variation by Trade Type

Other Issues • Group Behaviour • Window Shopping • Social Interaction