Bus 5011 – Marketing Research

8/19/2019 Bus 5011 – Marketing Research

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BUS 5011 – MARKETING

MANAGEMENT

FOR MBA-CM & MSc. Entrep


2/62

Wht h! "een C#$ere%

• Menn' n% Sc#pe #( Mr)etn'

• Strte'c Mr)etn' T!)!

• An*+!n' In%,!tre! Mr)et! n%C#pett#r!

• Mr)et Chrcter!tc! n% C#n!,er

B,+n' Beh$#,r


3/62

Wht h! n#t "een C#$ere%

• Mr)etn' Re!erch

• Mr)etn' M/

• Mn'n' Ip*eentt#n r#ce!!• Spec* T#pc! #( Mr)etn'


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A!!e!!ent

• Ter per 2534..6ONE

• A!!'nent 103 6ONE

• Te!t 153 ..•


5/62

Ke+ ter!..Re7ect#n

• Mr)etn' $!. Mr)et• C#n!,er Mr)et $!. B,!ne!! Mr)et

• En$r#nent – Intern* $!. E/tern*

• SWOT An*+!!.• In%,!tr+ An*+!! – 8$e (#rce!


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MARKETING RESEARC9

• Mr)etn' Re!erch 6e8ne%

• Ip#rtnce #( Mr)etn' Re!erch

• Mr)etn' Re!erch r#ce!!


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Mr)etn' Re!erch 6e8ne%

• Mr)etn' Re!erch ! the !+!tetc n% #":ect$e pr#ce!! #( 'enertn'n(#rt#n t# !,pp#rt r)etn'

%ec!#n!• Mr)etn' re!erch ! the !+!tetc

%e!'n c#**ect#n n*+!! n%

rep#rtn' #( %t n% 8n%n'! re*e$ntt# !pec8c r)etn' !t,t#n (cn' prtc,*r #r'n;t#n


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Ip#rtnce #( Mr)etn'Re!erch

• Mr)etn' Re!erch ! the

• %ent(+ n% %e8ne r)etn'

#pp#rt,nte! n% pr#"*e!?• 'enerte re8ne n% e$*,te r)etn'

ct#n!?

• #nt#r r)etn' per(#rnce? n%


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@,e!t#n

• It ! r',e% tht Re!erch ! centr*t# ,n%er!tn%n' eect$e c,!t#er!t!(ct#n n% c,!t#erre*t#n!hp pr#'r!. W9


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The nee% (#r n(#rt#n

• Mr)etn' Re!erch (#c,!e! #n the use ofinformation ! source of strategicadvantage

• A! r)eter! +#, !h#,*% !tr$e (#r th#r#,'h)n#D*e%'e #( customers, and theirattitudes, tastes, preferences

• #, !h#,*% *!# Dnt t# )eep n e+e #n

c#pett#n e.'. "enchr)n'4• Th! n(#rt#n D** he*p +#, )n' !trte'c

r)etn' %ec!#n! e.'. ! – ne/t t#pc4• To sum….the function of marketing research is

to provide managers with information


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11

Used to identify and define

market opportunities and

problems

Generate, refine, and evaluate

marketing performance

Monitor marketing performance

Improve understanding of

marketing as a process

Information

Importance of Marketing Research


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Importance of Marketing

• Marketing Research can tell us about:

• C,!t#er! ercept#n "#,t #,rpr#%,ct!!er$ce!

• Are! t# Ipr#$e• Wht neD pr#%,ct! #r neD pr#%,ct (et,re! %#

c,!t#er! Dntpre(er• 9#D c,!t#er! perce$e ,! n re*t#n t# #,r

)e+ c#pett#r!• Wh# #,r #!t *#+* c,!t#er! re

• C,!t#er Se'entt#n• Wht r)etn' c#,nct#n! re #!t

eect$e• NeD %en% (#r #,r pr#%,ct!!er$ce!

• An+ neD *#ct#n•


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6!c,!!#n @,e!t#n

• 9#D 'ht ech #( the!e In!tt,t#n! ,!er)etn' re!erch – A Un$er!t+

– A Bn)

– M,ncp* OHce

– Mn!tr+ #( Intern* Ar!


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Marketing Research Types

• Basic Research> Attept! t# e/pn%the *t! #( )n#D*e%'e. N#t %rect*+n$#*$e% n the !#*,t#n t# pr'tc

pr#"*e

• Applied Research> C#n%,cte% Dhen %ec!#n ,!t "e %e "#,t !pec8c

re*-*(e pr#"*e• E/p*e!.


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@,e!t#n

• When !h#,*% +#, C#n%,ct Mr)etn'Re!erch


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Is sufficient

time

available?

Information

already on

hand

inadequate?

Is the

decision of

strategic

or tactical

importance?

Does the

information

value

exceed the

research cost?

Conduct

Marketing

Research

Do Not Conduct Marketing Research

Time Constraints Availability of Data Nature of the Decision Benefits vs. Costs

Yes YesYesYes

No No No No

6eternn' When t# C#n%,ctMr)etn' Re!erch


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6eternn' When t# C#n%,ctMr)etn' Re!erch

• Te c#n!trnt!

• A$*"*t+ #( %t• Nt,re #( the %ec!#n

• Bene8t! $er!,! c#!t!


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alue

!ecreaseduncertaintyIncreased

likelihood of correctdecisionImprovedmarketing

performance andresulting higherpro"ts #osts

Researche$penditures

!elay of marketingdecision and possibledisclosure ofinformation to rivals

*,e #( Mr)etn' Re!erch Sh#,*%E/cee% It! C#!t!


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@,e!t#n

• A CR6B Bn) D#,*% *)e t# ntr#%,ce therpr#%,ct! n r,r* re! n M$#er#%!trct? ",t the+ re n#t !,re Dhether

there ! r)et (#r ther pr#%,ct!. A! ne/pert #( r)etn' re!erch D** +#,%$!e the c#pn+ t# c#n%,ct

r)etn' re!erch #r n#t


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Mr)etn' Re!erch

r#ce!!

The Mr)etn' Re!erch


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The Mr)etn' Re!erchr#ce!!

• E!t"*!hn' the Nee% #( Mr)etn' Re!erch• 6e8ne the r#"*e n% E!t"*!h Re!erch

O":ect$e!

• F#r,*te Re!erch 6e!'n

• I%ent(+ t+pe! #( n(#rt#n n% S#,rce!• 6eterne %t c#**ect#n eth#%!

• 6e!'n 6t C#**ect#n F#r!

• 6eterne Sp*e p*n n% S;e• C#**ect %t

• repre & An*+;e the 6t

• repre & re!ent the Rep#rt


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E!t"*!hn' the Nee% #( Mr)etn' Re!erch

• When is Marketing Research notneeded?

• The n(#rt#n ! *re%+ $*"*e• 6ec!#n! nee% t# "e %e n#D• #, cnt #r% re!erch

• C#!t! #,tDe'h the $*,e #( the re!erch


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6e8ne the r#"*e

• Re!erch r#"*e %er! Dhen c#n%,ctn'App*e% Re!erch #r B!c Re!erch

• In B!c re!erch? r#"*e! !te (r# 'p!"etDeen Dht ! )n#Dn n% Dht ! n#t )n#Dn.

• re$#,! Re!erch ! $er+ p#rtnt• Wht ! t# "e re!erche% the c#ntent the

!c#pe4• Wh+ ! t t# "e re!erche% the %ec!#n tht re

t# "e %e4• r#"*e ! %e8ne% #re !pec8c**+ n Re!erch

#":ect$e!• Re!erch #":ect$e! !tte Dht the re!ercher!

,!t %#.


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6e8ne the r#"*e

• In App*e% Re!erch> the (#c,! ! t#!#*$e prtc,*r pr#"*e

• Re!erch r#"*e !te! (r# thepr#"*e (cn' the #r'n;t#n


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r#"*e F#r,*t#n

%tage in the&rocess

Typical 'uestions

(ormulate problem • )hat is the purpose ofthe study *i+e+, to solve

a problem Identify anopportunity, addknowledge-

• Is additional

background informationnecessary

• )hat are speci"cresearch .uestions andwhat information is

needed to make the


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6eterne Re!erch 6e!'n

• A research design enc#p!!e! theeth#%! n% pr#ce%,re! ep*#+e% t#c#n%,ct !cent8c re!erch.

• It ! the %et*e% "*,eprnt t# ',%e thep*eentt#n #( re!erch !t,%+t#Dr% the re*;t#n #( t! #":ect$e!

• It %et*! the pr#ce%,re! nece!!r+ (#r#"tnn' the n(#rt#n nee%e% t#!tr,ct,re #r !#*$e r)etn' re!erch

pr#"*e!.


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T+pe! #( Re!erch 6e!'n!

• @,nttt$e $!. @,*tt$e

• E/p*#rt#r+ 6e!crpt$e n% C,!*Re!erch 6e!'n

• S,r$e+ $!. C!e St,%+


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@,nttt$e Re!erch

•@,nttt$e re!erch ! Je/p*nn' phen#en "+c#**ectn' numerical data tht re n*+!e% ,!n'thetc**+ "!e% eth#%! n prtc,*r!tt!tc!4

• S+!tetc !cent8c n$e!t't#n #( %t n% therre*t#n!hp!

• It ! formal, ob1ective, systematic pr#ce!! nDhch numerical data re ,t*;e% t# #"tnn(#rt#n "#,t the D#r*% n% re!erch eth#%Dhch ! ,!e% t# %e!cr"e n% test relationshipsn% t# e/ne c,!e-n%-eect re*t#n!hp!

• The #":ect$e #( L,nttt$e re!erch ! t# %e$e*#pn% ep*#+ thetc* #%e*! the#re! n%h+p#the!e! pertnn' t# nt,r* phen#en.


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@,nttt$e Re!erch

• U!e #( 9+p#the!e! – /ypotheses, re pre%ct#n! the re!ercher )e!

"#,t the e/pecte% re*t#n!hp! #n' $r"*e!.

– Te!tn' #( h+p#the!e! ep*#+! !tt!tc* pr#ce%,re!

n Dhch the n$e!t't#r %rD! n(erence! "#,t thep#p,*t#n

• U!e C*#!e%-en%e% @,e!t#n! – !t! n!Der! Dhch re!p#n%ent! !e*ect ether #ne

#r ,*tp*e re!p#n!e! – The!e L,e!t#n! pr#%,ce #re ,n(#r n!Der! – @,e!t#n! ,!t "e e/h,!t$e n% ,t,**+

e/c*,!$e


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@,*tt$e Re!erch

• @,*tt$e re!erch ! the ppr#ch ,!,**+!!#cte% Dth the !#c* c#n!tr,ct$!t pr%'Dhch eph!;e! the socially constructednature of reality.

• It ! "#,t recording analysing n% attempting t# ,nc#$er the %eeper enn' n% !'n8cnce #(h,n behaviour and e$perience nc*,%n'

c#ntr%ct#r+ "e*e(! "eh$#,r! n% e#t#n!.• The p,rp#!e #( L,*tt$e !t,%+ ! t# understand,

describe, develop, discover2e$plore4 thecentr* (#c,!4 (#r prtcpnt!> per!#n pr#ce!!

'r#,p!4 t !te4.<


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@,*tt$e Re!erch

• U!e #( Re!erch @,e!t#n! n!te% #(h+p#the!e!

• U!e #( #pen-en%e% @,e!t#n! – Open-en%e% @,e!t#n!> A**#D re!p#n%ent! t#

pr#$%e ther #Dn n!Der!. Th! '$e! then #pp#rt,nt+ t# e/pre!! ther #Dn th#,'ht!

– The+ ten% t# pr#%,ce $rete! #( n!Der!

n% re #re ch**en'n' t# n*+!e (#rL,nttt$e re!erch4


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6!c,!!#n @,e!t#n

• F#r,*te t#pc Dhch D** ,!eL,nttt$e ppr#ch

• F#r,*te t#pc Dhch D** ,!e@,*tt$e ppr#ch


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Re!erch 6e!'n

• B!e% #n p,rp#!e #( !t,%+• Exploratory : t# c*r(+ the nt,re #( the

pr#"*e

• Descriptive: t# %e!cr"e thechrcter!tc! #( phen#en#n!tt!tc* %e!crpt#n Dth n#e/p*nt#n4

• Causal : t# e!t"*!h cause-and-eect re*t#n!hp! "etDeen $r"*e! +#,!h#,*% h$e n e/pectt#n e.'. trnn'

n% pr#%,ct$t+ etc


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E/p*e!..3$ploratory

Research

*4naware of

&roblem-

!escriptive

Research

*Aware of

&roblem-

#ausal Research

*&roblem #learly

de"ned-

• O,r !*e! re

%ec*nn' n%

De %#nt )n#D

Dh+.

• W#,*% pe#p*e "e

ntere!te% n #,r

neD pr#%,ct

%e

• Wht )n% #(

pe#p*e re

",+n' #,r

pr#%,ct Wh#

",+! #,r

C#pett#r!

pr#%,ct

• Wht (et,re!

%# ",+er! pre(er

n #,r pr#%,ct

• W** ",+er!

p,rch!e #re

#( #,r pr#%,ct!

n neD

pc)'e

• Whch #( tD#

%$ert!n'

cp'n! !

#re eect$e

S % C t %


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S,r$e+ n% C!e !t,%+%e!'n!

• A !,r$e+ !t,%+ ! %e!'ne% (#r "re%th rtherthn %epth. – It ttept! t# cpt,re p#p,*t#n! chrcter!tc!

"+ )n' n(erence! (r# !p*e! chrcter!tc!

n% then te!tn' re!,*tn' h+p#the!e!. – U!e #( *r'e !p*e!

– App*e% (#r @,nttt$e re!erch

• A c!e !t,%+ p*ce! #re eph!! #n (,**

c#nte/t,* n*+!! #( (eD e$ent! #r c#n%t#n! – C!e !t,%e! re*+ #n L,*tt$e %t n% eph!;e

the ,!e #( re!,*t! (#r n!'ht nt# pr#"*e-!#*$n'e$*,t#n n% !trte'+.


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6t S#,rce!

• %econdary !ata: n(#rt#n tht h!"een c#**ecte% (#r !#e #ther p,rp#!e#ther thn the re!erch t hn%

• &rimary !ata: n(#rt#n tht h!"een 'there% !pec8c**+ (#r there!erch #":ect$e! t hn%


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6t C#**ect#n Meth#%!

• Secondar !ata: cce!!n' %tthr#,'h !#,rce! !,ch ! the #Hce%#c,ent! Internet n% *"rr+

• "rimar !ata:• #nterview $%ace to face& te'ephone(

• )uestionnaire $Mai'& emai'& internet(

• *+servation• %ocus ,roup discussion

6 6 t C ** t &


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6e!'n 6t C#**ect#n &F#r!

• @,e!t#nnre ,!t "e D#r%e%#":ect$e*+ c*er*+ n% Dth#,t "! n#r%er t# c#,ncte Dth re!p#n%ent!. – Inter$eD ',%e

– @,e!t#nnre


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6!c,!!#n @,e!t#n

• Wht re (ct#r! t# "e c#n!%ere%Dhen %ec%n' Dhether t# ,!eInter$eD #r @,e!t#nnre eth#%

6e!'n 6t C#**ect#n & F#r!


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6e!'n 6t C#**ect#n & F#r!

St'e n the r#ce!! T+pc* @,e!t#n!

6eterne %t c#**ect#n

eth#% n% (#r!

Wht ! t# "e e!,re% 9#D

9#D !h#,*% pe#p*e "e L,e!t#ne%

Sh#,*% the L,e!t#nnre! "e%n!tere% n per!#n #$er theph#ne #r thr#,'h the *

Sh#,*% e*ectr#nc #r echnc*en! "e ,!e% t# )e the#"!er$t#n!

Sh#,*% !tr,ct,re #r ,n!tr,ct,re%

te! "e ,!e% t# c#**ect the %t

Sh#,*% the p,rp#!e #( the !t,%+ "e%e )n#Dn t# the re!p#n%ent!

Sh#,*% rtn' !c*e! "e ,!e% n the

L,e!t#nnre

6e!'nn' 6t C#**ect#n


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6e!'nn' 6t C#**ect#n(#r!

•Keep the L,e!t#nnre ! !h#rt ! p#!!"*e.• A!) !h#rt !p*e n% c*er*+ D#r%e%L,e!t#n!.

• Strt Dth %e#'rphc L,e!t#n! t# he*p

re!p#n%ent! 'et !trte% c#(#rt"*+.• U!e %ch#t##,! +e!n#4 n% ,*tp*e ch#ce

L,e!t#n!.• U!e #pen-en%e% L,e!t#n! c,t#,!*+.

• rete!t L,e!t#nnre #n !** n,"er #(pe#p*e.

• Thn) "#,t the D+ +#, nten% t# ,!e thec#**ecte% %t Dhen preprn' the

L,e!t#nnre


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@,e!t#n T+pe!=

6ch#t##,!When '#n' t# +#,r D#r) p*ce %# +#,,!e ",! e$er+%+

e!

N#

@ t T M *t *


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@,e!t#n T+pe!=M,*tp*eCh#ce

Whch #( the (#**#Dn' trn!p#rt en! %#+#, ,!e

W*)n'

Bc+c*eM#t#r")e

ODn Cr

B,!

Trn

A r%e Dth (ren%


44/62

@,e!t#n T+pe!=)ert Sc*e

In%cte +#,r *e$e* #( 'reeent Dth the(#**#Dn' !tteent> F!t:et Ar*ne'ener**+ '$e! "etter !er$ce thn

rec!#n ArD+!. Str#n'*+ %!'ree

6!'ree

Nether 'ree n#r %!'ree

A'ree

Str#n'*+ 'ree


45/62

@,e!t#n T+pe!=Ip#rtnce Sc*e

F##% !er$ce ! t# e Dhen !e*ectn'Dhch Ar*ne t# ,!e.

E/tree*+ p#rtnt

er+ p#rtnt

S#eDht p#rtnt

N#t $er+ p#rtnt N#t t ** p#rtnt


46/62


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@,e!t#n T+pe! C#p*ete*+


48/62

@,e!t#n T+pe!=C#p*ete*+Un!tr,ct,re% #pen en%e% L,e!t#n4

Wht ! +#,r #pn#n "#,t Ar Tn;n


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@,e!t#n T+pe!=W#r% A!!#ct#n

Wht ! the 8r!t D#r% tht c#e! t# +#,rn% Dhen +#, her the (#**#Dn'

F!t:et

rec!#n

Ar Tn;n

@,e!t#n T+pe!


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@,e!t#n T+pe!=Sentence C#p*et#n

When I ch##!e n r*ne the #!tp#rtnt c#n!%ert#n n + %ec!#n !>

.

6 t S * * %


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6eterne Sp*e p*n n%S;e

• %ample plan re(er! t# the pr#ce!! ,!e% t#!e*ect ,nt! (r# the p#p,*t#n t# "enc*,%e% n the !p*e.

• A population ! the t#t* c#**ect#n #(e*eent! #( Dhch De D!h t# )e !#en(erence! t# !t,%+4

• %ampling frame ! a list of ** p#p,*t#n

e*eent! (r# Dhch the !p*e D** "e %rDn

• %ample si0e re(er! t# %eternn' h#D n+e*eent! #( the p#p,*t#n !h#,*% "e nc*,%e%

n the !p*e


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6eterne Sp*e p*n n% S;e

• 6eterne +#,r p#p,*t#n n% the !;e

• 6eterne nece!!r+ !p*e !;e

• Sp*n' TechnL,e!> r#""*t+ n% N#n-r#""*t+ Sp*n'

• r#""*t+ Sp*n'>• A !p*n' technL,e n Dhch e$er+ e"er

#( the p#p,*t#n D** h$e )n#Dn n#n;er#

pr#""*t+ #( "en' !e*ecte%• #, ,!t h$e Sp*n' (re

• N#n-r#""*t+ Sp*n' – Unt! #( the !p*e re ch#!en #n the "!! #(

per!#n* :,%'ent #r c#n$enence


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Sp*n' TechnL,e!

• r#""*t+ Sp*n' – Sp*e rn%# !p*e S+!tetc

!p*e Strt8e% rn%# !p*e

C*,!ter !p*e #r re !p*e• N#n-r#""*t+ Sp*n'

– @,#t !p*e ,rp#!$e !p*eC#n$enence !p*e Sn#D"** !p*e


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6e!'n Sp*e S;e

Stage in the Process Typical Questions

Design sample and collect the

data

• Who is the target population?

• Is a list of population elements available?

• Is a sample necessary?

• Is a probability sample desirable?

• How large should the sample be?

• How should the sample be selected?

• Who will gather the data?

• How much supervision is needed?

• What operational procedures will be followed?

• What methods will be used to ensure the quality

of the data collected?


55/62

C#**ect 6t

• 6t c#**ect#n ! $er+ p#rtnt "ec,!ere'r%*e!! #( the %t n*+!! eth#%!,!e% %t n*+!! cnn#t 8/ "% %t.

• N#n-!p*n' err#r! + #cc,r %,rn'

%t c#**ect#n – N#n-!p*n' err#r ! the err#r tht r!e! n

%t c#**ect#n pr#ce!! ! re!,*t #( (ct#r!#ther thn t)n' !p*e

• 6t c#**ect#n err#r! + "e ttr",te%t# 8e*% D#r)er! #r re!p#n%ent!.

• Re!ercher! ,!t )n#D the !#,rce! #(

the!e err#r! n% tr+ t# n;e the.


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An*+!e 6t

• !ata analysis n$#*$e! entern' %tnt# c#p,ter 8*e! n!pectn' %t (#rerr#r! n% r,nnn' t",*t#n! n%

$r#,! !tt!tc* te!t!.• !ata cleaning ! pr#ce!! "+ Dhch rD

%t re chec)e% t# $er(+ tht the %th$e "een c#rrect*+ np,tte% (r# the%t c#**ect#n (#r t# the c#p,ter!#(tDre pr#'r


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An*+;e n% Interpret the 6t

%tage in the&rocess

Typical 'uestions

Analy0e andinterpret the data

• )ho will handle the editingof the data

• /ow will the data be coded

• )ho will supervise thecoding and keypunching

• )hat tabulations 2statistical tests 2 analysistechni.ues will be used


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repre Rep#rt

• The *!t !tep ! #ne #( the #!t p#rtntph!e! #( r)etn' re!erch.

• It! p#rtnce cnn#t "e #$er!tte%

"ec,!e t ! rep#rt #r t! pre!entt#ntht pr#per*+ c#,ncte! the re!,*t! t#the c*ent for pp'ied Research4.


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repre Re!erch Rep#rt

%tage in the&rocess

Typical 'uestions

&repare theresearch report

• )ho will read the report

• )hat is their technical level

of sophistication

• Are managerialrecommendations called for

•

)hat will be the format ofthe written report

• Is an oral report necessary

• /ow should the oral report

be structured

A&&5I3! R3%3AR#/ REORT


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A&&5I3! R3%3AR#/ REORTFORMAT

• Tt*e p'e

• C#ntent! p'e

• The E/ec,t$e !,r+

• Intr#%,ct#n

• St,t#n n*+!! n% pr#"*e %e8nt#n

• Re!erch eth#%#*#'+ n% *tt#n!

• Fn%n'! n% n*+!!

• C#nc*,!#n! n% rec#en%t#n!

• Re(erence! n% Appen%ce!


61/62

Re7ect#n!.• Wh+ !h#,*% #r'n;t#n! h$e MR

%eprtent• G$e e/p*e! #( B!c n% App*e% Re!erch

• F#r,*te t#pc Dhch D** ,!e L,nttt$e

ppr#ch n% #ne Dhch D** ,!e @,*tt$eppr#ch

• When %# +#, ,!e the (#**#Dn' re!erch%e!'n! '$e e/p*e!4> – E/p*#rt#r+ 6e!crpt$e n% C,!* %e!'n!

• Or'n!t#n! !h#,*% *D+! c#n%,ct MRDhen (ce% Dth prtc,*r pr#"*e.

Crtc**+ %!c,!! th! !tteent


62/62

Re$eD @,e!t#n!

• Wh+ !h#,*% n #r'n;t#n h$e r)etn' re!erch%eprtent

• Wth e/p*e! %erentte "etDeen pp*e% n% "!cre!erch

• Or'n;t#n! !h#,*% *D+! c#n%,ct r)etn're!erch Dhen the+ re (ce% Dth n%eL,ten(#rt#n. Crtc**+ %!c,!! $*%t+ #( th! !tteent.

• Wht re %$nt'e! n% %!%$nt'e! #( ,!n'

er!#n* Inter$eD #$er @,e!t#nnre• A re!erch %e!'n ! c#n!%ere% t# "e "*,eprnt (#r

n+ re!erch t# "e c#n%,cte%. 6!c,!! th! !tteent"+ %e!cr"n' p#rtnt re!erch %e!'n! n r)etn'

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