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Introduction to Marketing Research
January 2011
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Agenda today
Introduction to MR
What is MR?
Relevance/significance
Types of MR
MR Process
Defining MR problems
Assignment ?!
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Before we understand MR
lets define our perspective
What comes to your mind?
What does MR mean to you?
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Problem, solution, strategy, meetingconsumers/people, writing reports, ROI,
trends, systematic, analytics,
feedback
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What is the difference between
Sales and Marketing?
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Ours is not to question why,
ours is but to do or die.
That is what Sales thinks.
And thats exactly how Marketing is different
from sales.
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Marketing asks Why?
and Who?
and When?
and Where?
and How?
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What does MR help in?
The role of marketing research in managerial decision making is explained
further using the framework of the "DECIDE" model:
D - Define the marketing problem E - Enumerate the controllable and uncontrollable decision factors
C - Collect relevant information
I - Identify the best alternative
D - Develop and implement a marketing plan
E - Evaluate the decision and the decision process
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The etymology of research
Comes from the French word
recherche
means
to investigate thoroughly
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MR definition
Marketing Research is a function which linksthe consumer, customer, and the public to the marketer
through information information used to
identify and define marketing opportunities and problems;
generate, refine and evaluate marketing actions;
monitor marketing performances;and improve understanding of marketing as a process.
MR specifies the information required to address these issues;
design the method for collection of information;
manages and implements the data collection process;
analyses the results;
and communicates the findings and their implications.
MR
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MRsproc
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How would you define MR in
simple terms?
Eyes and Ears of the organisation
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We would confine ourselves to
Marketing Research
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Why should I know about MR?
I am the Sales Manager and our Sales have grown at 20% over
last year. Should I get a promotion?
I have a marketing budget of Rs 20 crs. Where and how do I
spend it?
I want to charge a 25% profit over the fixed and variable costs toget a decent ROI. Is it the right thing to do?
I am the DGM Supply Chain. Is my supplier happy with me?
Are we able to attract the best talent? Why do our employees
feel that we are paying them lesser salaries? Are they happy
working here?
Are the employees satisfied/happy with the laptops / PCs? Are
they facing any problem with remote connectivity? Should we
ban the use of social sites during office hours?
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Significance of research
Why should I know about MR?
Research promotes development of logical habits of thinking
and organisation
Research provides basis for nearly all government policies in
our economic system
Census of India, CCI, NCAER, NSS, BPL etc
Research has special significance in solving various operational
and planning problems of business and industry
Retail industry, Telecom industry, setting up of large officecomplexes (IT hubs) etc
Social research is equally important
Malnutrition, infrastructure, health, education system etc
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MR definition
Market Research is a systematic, objective collection and analysis
of data about a particular target market, competition, and/or
environment. It always incorporates some form of data collection
whether it be secondary research (often referred to as desk
research) or primary research which is collected direct from arespondent.
The purpose of any market research project is to achieve an
increased understanding of the subject matter. With markets
throughout the world becoming increasingly more competitive,market research is now on the agenda of many organisations,
whether they be large or small.
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Why it is necessary to do research?
Because try as hard as we might, we cannot think like
the consumer
And of course,
to answer Saboot kya hai?
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What all can be researched?
Almost everything!
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The Consumer
Awareness RecallBehaviour Attitudes
Motives Needs
Perceptions Image
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The Product
New Product Development
Sensory testing
Packaging tests
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The Communication
Awareness Recall
Understanding Persuasion
Impact Decay
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When research is not the solution
Respondents cant give answers
Difficult to recall / remember
Respondents dont know the answers
Irrational decisions, unable to identify their own emotions
The time taken to do the research makes the process /
objective redundant
Fashions
The test product / technology is confidential
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A look at some new launches :
Successes and failures
What did they do differently?
Did they deliver on the consumer needs?
Were they designed that way?
Consumer needs : MR
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Some marketing successes
Nano ?
IPL 1
Tata Do Co Mo
Pureit / Tata Swatch ?
Colors channel
Kingfisher Airlines
Axe Deo ?
Parachute hair oil
Pepsodent
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And some failures
Subhiksha
Channels (Real TV etc)
Tie up by Telcos to sell RIM, I-phones
I-phone in India
Brand extensions FMCG
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2000-3000 new brands/extensions
(FMCG) were launched in India in last 3
years
Only 6 or 9 succeeded
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Importance of knowing how research
is done
Solving business issues
Use/application
Implementation of research results
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Types of research
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Types of research
Primary
Talking to respondents
Secondary Net
Industry reports
Magazines/journals
Internal audits
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Types of research
Syndicated/Continuous
Not for any particular client
A continuous research service
Many clients may buy into it
Is focused / has objective
Any examples
Adhoc/Customised
Not continuous For a client, for a research objective/problem to be solved
Any examples
Data cannot be shared with other clients
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Types of research
Quantitative research
Qualitative research
Industrial research Client satisfaction research
Continuous tracks
Media research Panels
Audits, mystery audits
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Types of research
Tracks
Continuous studies for a particular client
Ad tracks, ATP
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How does one do research ?
Research Process
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Customised / Adhoc research
Research brief (from client)
Research design
Approval from client
Fieldwork
Data punching and analysis
Report/presentation to client
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Continuous research
No research briefs
Need to make clients aware of the research / data base
Need to sell it Constant client servicing required to retain and grow
business
Gade murde ukhadna ? (catch an error in two year old
data)
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Research brief
I need to know why is my brand losing share in Delhi ?
How has my newly launched brand / channel performed ?
Detailed usage habits of my category and the perceptions
towards various brands (mine vs competition)
Any issue which required research to answer it ..
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Brief Research problem
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Identifying a research problem
Needs to be well defined
Has to have objectives
Have alternate approaches of solution Frame of reference to be well defined
Good research is systematic and logical
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Research design
Proposal (win the study)
Objectives
Coverage
Sample design and size
Research methodology
Analysis and reporting of findings
Schedule and costs
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Approval from client
On sample size, coverage, schedule, method
and costs
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Fieldwork
Pre
During
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Pre fieldwork
Questionnaire design
Approval from client
Field materials
Stimulus
Show cards
Giving quotas to field if any
Only mobile owners
50% males, 50% females
Users and non users of shampoos
With kids, without kids
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During fieldwork
Weekly / fortnightly status from field
Keeping the client informed on the progress
Preparing an detailed analysis plan for the data
analysis stage
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Data punching and analysis
Punching
Data editing
Analysis
Table formats
Base for the tables
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Report/presentation to client
Summary
Detailed report
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How does a research company do it ?
Structure
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Structure
Research Analysis Field Operations
Systems
HR Accounts and Finance
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RE profile
Open eyes and ears
Eagerness to learn
Curiosity
Presentable to clients
Able to generate business
Very good at communication
Field Operations Analysis Clients
Remember its a rat race and not hare vs tortoise
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Thank You