market research capability presentation
TRANSCRIPT
Marketing Research Unit Marketing & Communications Division
“About Us”
Our objectives
• Provide assistance to all Faculties and Departments with respect to market research
• Gather and disseminate best available market intelligence
• Enable sound market facing strategies, informed decisions & measures for success
• Champion the benefits of market research
The market research team is here to help:
2 Market Research Unit
Marketing & Communications Division Commercial in Confidence
The Importance of Market Research
Know your market
Consult your stakeholders
Track your competitors
Hunt opportunities
Identify and mitigate risks
Overcome barriers
Maximise resources
Plan effectively
Predict outcomes
Monitor performance
Drive continuous improvement
Our capability
Research design & management
Desk top research Qualitative research Quantitative research
Research brief development
Research framework & methodology
development
Supplier sourcing & liaison
Project management
Quality assurance
Data mining
Literature review
Environmental scanning
Competitor intelligence
Benchmarking
Discussion guide development
Focus groups
In-depth interviews
Analysis & reporting
Questionnaire design
Survey hosting
Wave studies
Perceptual mapping
Segmentation
Choice Modelling
Price Elasticity
Levels of involvement
• Advice on best practice research methods • Sounding board for ideas • Logic check research design • Pilot surveys • Dissemination of relevant studies
Levels of involvement
• Desktop research projects • Small scale qualitative research projects • Basic online quantitative studies (survey monkey) • Analysis & reporting
Levels of involvement
• Develop briefing documentation • Liaise with research suppliers • Manage tender process • Project manage research effort • Offer advice regarding implementation of
recommendations
© Copyright The University of Melbourne 2009
Kim Knowles Market Research Manager
Marketing and Communications
T: +61 3 8344 4321 M:+61 412 613 060
E: [email protected] Level 3, 780 Elizabeth St, VIC 3010
Anne-Maree Butt Research Analyst Marketing and Communications
T: +61 3 8344 7801 F: +61 3 9349 4921 E: [email protected] Level 3, 780 Elizabeth St, VIC 3010