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Capturing Marketing InsightsDr. Ananda Sabil Hussein
What is Marketing Research?
Marketing research is the systematic design, collection, analysis, and reporting of data and
findings relevant to a specific marketing situation facing the company.
The Marketing Research Process
4-3
Define the problem
Develop research plan
Collect information
Analyze information
Present findings
Makedecision
Step 1
Define the problem (e.g., Will offering an in-flight Internet service create enough incremental preference and profit for American Airlines to justify its cost?)
Specify decision alternatives (e.g., Should American offer an Internet connection?)
State research objectives (e.g., types of 1st class passengers are likely to use internet?)
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Step 2
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5) Data Sources
4) ContactMethods
2) ResearchInstruments
3) SamplingPlan
1) Research Approach
Research Approaches
Observation—unobtrusive (LP)
Ethnographic--link between culture & behavior &/or how cultural processes develop over time (participant observation)
Focus group—discuss topics of interest (LS)
Survey—knowledge, beliefs, preferences, satisfaction
Behavioral data--Data—purchasing data
Experimentation—cause and effect relationships
Research Instruments
Questionnaires
Qualitative Measures
Technological Devices
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-7
Questionnaire Do’s and Don’ts
Ensure questions are free of bias
Make questions simple
Make questions specific
Avoid jargon
Avoid sophisticated words
Avoid ambiguous words
Avoid negatives
Avoid hypothetical's
Avoid words that could be misheard
Use mutually exclusive categories
Allow for “other” in fixed response questions
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-8
Question Types – Thematic Apperception Test
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Make up a story that reflects what you think is happening in this picture.
Qualitative Measures
Word association—words are presented, one at a time, and respondents mention the first word that comes to mind.
Projective techniques—give people an incomplete stimulus and ask them to complete it.
Empathy—the experiencing as one’s own of the feelings or another.
Visualization—requires people to create a collage from magazine or drawing to depict their perceptions
Brand personification—ask subjects what kind of person they think of when the brand is mentioned.
Qualitative Measures
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Shadowing—observing peopleShadowing—observing people
Behavior mapping—photographing people with a space—2 or 3 days
Behavior mapping—photographing people with a space—2 or 3 days
Consumer journey—keeping track of interactions a consumer has with a product,
service, or space
Consumer journey—keeping track of interactions a consumer has with a product,
service, or space
Camera journals—ask consumers to keep visual diaries of activities and
impression related to a product
Camera journals—ask consumers to keep visual diaries of activities and
impression related to a product
Extreme user interviews—talking to people about a product and evaluating
their experience with it
Extreme user interviews—talking to people about a product and evaluating
their experience with it
Storytelling—prompting people to tell personal stories about their
consumer experiences
Storytelling—prompting people to tell personal stories about their
consumer experiencesUnfocused groups—interview
a diverse group of people to explore ideas
Unfocused groups—interview a diverse group of people to
explore ideas
Technological Devices
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Galvanometers (measure interest or emotions aroused by
Exposure to a specific ad or picture)
Tachistoscope (flashes an ad to a Subject with an exposure interval and
respondent describes everything he/she recalls)
Eye cameras (study respondents’ eye movement to see where their eyes
land 1st and how long, etc.)
Audiometers (record when TV is on and the channel)
GPS (global positioning system, can Determine how many billboards a person
may walk or drive by during a day)
Sampling PlanSampling unit: Who is to be surveyed?
Sample size: How many people should be surveyed?
Sampling procedure: How should the respondents be chosen?
Types of Samples
Probability
Simple random Every member of population
has an equal chance of selection
Stratified random Population is divided into
mutually exclusive groups (age groups) and random samples are drawn from each group
Cluster area Population is divided into
mutually exclusive groups (city blocks) and a sample is taken from each group
Non-probability
Convenience Selects the most
accessible population members
Judgment Selects population
members who are good prospects for accurate information
Quota Selects and interviews a
prescribed number of people in each of several categories
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Contact Methods
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Mail Questionnaire(For people that would not give
personal interviews or whose responses might be biased or distorted by interviewer)
Telephone Interview(Gather information quickly, however interview are short and non-personal)
Personal Interview(Most versatile and expensive,
subject to interview bias or distortion)
Online Interview(Inexpensive, faster, honest, versatile, samples small
and skewed, tech problems and inconsistencies)
Pros and Cons of Online Research
Advantages
Inexpensive
Fast
Accuracy of data, even for sensitive questions
Versatility
Disadvantages
Small samples
Skewed samples
Technological problems
Inconsistencies
Barriers Limiting the Use of Marketing Research
A narrow conception of the research
Uneven caliber of researchers
Poor framing of the problem
Late and occasionally erroneous findings
Personality and presentational differences
What are Marketing Metrics?
Marketing metrics are the set of measures that helps marketers quantify, compare, and interpret
marketing performance.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-18
Marketing MetricsExternal
Awareness
Market share
Relative price
Number of complaints
Customer satisfaction
Distribution
Total number of customers
Loyalty
Internal
Awareness of goals
Commitment to goals
Active support
Resource adequacy
Staffing levels
Desire to learn
Willingness to change
Freedom to fail
Autonomy
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Sales Analysis
4-20
Micro-Sales
Analysis(views specific products,
territories that fail to produce expected sales)
Sales-VarianceAnalysis
(Relative contribution ofdifferent factors to a gap in
Sales performance)
The Measures of Market Demand
Potential market—interest
Available market—interest, income, access
Target market—qualified available, company pursues
Penetrated market—buying product
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4-21
Estimating Current Demand
Total market potentialMaximum amount of sales available to all the firms in
an industry during:a given period under a given level of industry marketing effort, and environmental conditions.
Area market potentialMarket buildup method
Identifying all potential buyers in each market and estimating their potential purchases
Multiple-factor index methodSales are directly related to a series of indices Brand development index
Index of brand sales to category sales4-22
Estimating Future Demand
Survey of Buyers’ Intentions—probability of purchase
Composite of Sales Force Opinions—salespeople
Expert Opinion—dealers, distributors, suppliers, marketing consultants, trade associations
Past-Sales Analysis—trend, cycle, seasonal, erratic
Market-Test Method—select some territories to sell the product
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What is a Marketing Information
System?A marketing information system consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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What is a Marketing Intelligence
System?A marketing intelligence system is a set of procedures and sources that managers use to obtain everyday information about developments in the marketing environment.
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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Steps to Quality Marketing Intelligence
Train sales force to scan for new developments
Motivate channel members to share intelligence
Hire external experts to collect intelligence
Network externally
Utilize a customer advisory panel
Utilize government data sources
Purchase information
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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Sources of Competitive Information
Independent customer goods and service review forums
Distributor or sales agent feedback sites
Combination sites offering customer reviews and expert opinions
Customer complaint sites
Public blogs
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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Major Forces in the Environment
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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Demographic
Economic
Socio-cultural
Natural
Technological
Political-legal
Population and Demographics
Population growth
Population age mix
Ethnic markets
Educational groups
Household patterns
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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Forecasting and Demand Measurement
How can we measure market demand?Potential marketAvailable marketTarget marketPenetrated market
A Vocabulary for Demand Measurement
Market Demand
Market Forecast
Market Potential
Company Demand
Company Sales Forecast
Company Sales Potential
Market Demand Functions
Estimating Current Demand:
Total Market Potential Calculations Multiple potential number of
buyers by average quantity each purchases times price
Chain-ratio method
Estimating Current Demand:
Area Market PotentialMarket-Buildup
Estimating Current Demand:
Area Market PotentialMultiple-Factor Index
Estimating Future Demand
Survey of Buyers’ Intentions
Composite of Sales Force Opinions
Expert Opinion
Past-Sales Analysis
Market-Test Method