Market Research

Market Research The Research Proposal

Role of the MR Proposal • Critical early dialogue between the management team and the market researchers • Provides a terms of reference for the project • Helps the client to ‘sell in’ the research internally (critical!) • To win the business!!!!

Where does it fit? • The client provides an MR brief: – Background – Key business issues – Potential research objectives – Target customers – Timescale

• The proposal is a detailed research plan in response to this.

What does it contain? • Executive Summary • Background (the onus is on you!!!) • The Research Plan: – – – – –

• • • •

Business/Marketing problem definition Research objectives Research approach/methodology Data collection methods Sampling plan - size, frame, criteria, etc.

Outputs - report, presentations, videos, etc. Timescale Cost Credentials

Constructing the Research Plan • Define the business/marketing problem • Define the research objectives • Research approach/methodology • Data collection methods • Sampling plan - size, frame, criteria, etc.

Defining the problem • The most critical part of the research process • Be thorough, be specific, be confident!!! • Define the business problem/issue • Define the marketing problem/issue • Define the research problem/issue

Example: The Storecard Business Problem Marketing Problem • Need to retain profitable/loyal customers • Need to drive sales

•

Research Problems

How do we increase the • product lifecycle from 12 months?

Why do people stop using the card after 12 months?

•

Does the Storecard make customers feel valued & rewarded?

•

What changes should we make to improve this?

Constructing the Research Plan • Define the business/marketing problem • Define the research objectives • Research approach/methodology • Data collection methods • Sampling plan - size, frame, criteria, etc.

Research Approach/Methodology Exploratory/Qualitative • Few assumptions • Rich, detailed info • Flexible • Open questions • Small sample • Generate hypotheses, ideas, possibilities

Conclusive/Quantitative • Test hypotheses • Larger sample • Structured, simple data • Closed questions • Generate generalisable, projectible facts

Why do people stop using the card after 12 months? What changes should we make? Stage 1 Sample Frame:

Approach

Methods

• Explanatory • Exploratory

• 6 Focus Groups • “Freefind” • 15 Paired Depth Quota sampling: Interviews • Age

• Qualitative

• Cardholder lists

• • • • • •

Stage of motherhood No. of kids Location Card holdings Card usage Store usage

Why do people stop using the card after 12 months?What changes should we make? Stage 2 Approach

Methods

• Descriptive

• Telephone survey • Closed questions:

• Quantitative

– Ranking – Likert Scales – Semantic Scales

Sample Size: • 1200 Sample Frame: • Cardholder lists Quota sampling • Same criteria

Constructing the Research Plan • Define the business/marketing problem • Define the research objectives • Research approach/methodology • Data collection methods • Sampling plan - size, frame, criteria, etc.

What does the proposal contain? • • • • • • • • • • • •

Executive Summary Background (the onus is on you!!!) Business/Marketing problem definition Research objectives Research approach/methodology Data collection methods Sampling plan - size, frame, criteria, etc. Analysis plan Outputs - report, presentations, videos, etc. Timescale Cost Credentials

Some indicative costs Including design, recruitment, data collection, analysis and report writing . . . • £2500 per focus group • £15 per 10 minute telephone/personal interview • £?? per postal questionnaire • £1200 per edited highlights video • + Expenses (e.g. telephone, postage, fax, travel, printing, additional outputs, additional presentations, etc.)

Thank You